Video Production comes into play once you’ve decided what your video marketing strategy will look like. There are several different styles and formats of videos requiring varying levels of expertise, software, and equipment. We’ll discuss a few of them below.
The talking head format involves this involves sitting or standing in front a camera to deliver your message. This is obviously the style most people are likely to shy away from but they can be an extremely powerful way to deliver a message and create brand trust and familiarity. Any HD camera or even a high-quality webcam or smartphone camera will do. Ensure an excellent microphone is used (ideally a lapel mic) and make sure your lighting is optimal.
This simply involves using any screen capture software to record your screen while you demonstrate or explain a process or review a product or whatever it is your doing for your video. Because the clarity of text is super important for these videos, you’ll want to ensure you are recording at an optimal resolution. Also, since the only thing your audience will notice about you is your voice, you’ll need to ensure you use a high-quality microphone.
A slide presentation video is exactly what it sounds like. You’re simply delivering a narrated presentation using your preferred slideshow software. When you’re done you’ll simply export it as a video file or, alternatively, you can use a screen recording software and record yourself giving the presentation. As with the screen recording style, your audience will only have your voice to judge you by, so ensure your audio quality is as high as possible.
Explainer videos have grown in popularity in recent years. These are fun, easy-to-follow, and usually quick-paced animated videos explaining a product, process, or concept. These can be put together relatively easily with any explainer video software like Powtoon.
If you have the tools and skills necessary, you might create an advanced high production-value video. These are robust, professional-quality videos that can mix narration, talking head, or interview-format videos with high quality stock footage and a catchy soundtrack. These require a little bit of editing skill and are usually outsourced to a professional.
Video Production Tools
For talking head videos, any HD camera will do, including your smartphone or even a high-quality webcam. You’ll want to ensure you either memorize your script or use a teleprompter of some sort, such as the teleprompter apps that can be found for tablets on the app store. An inexpensive set of studio lights wouldn’t be a bad investment either. Don’t bother with greenscreen or even white screen backdrops. These are overrated and very few people ever get them right even after wasting a ton of time trying to get them set up. Your office or living room are perfectly fine backdrops. If you absolutely must use a backdrop, opt for the simpler white screen. Please don’t waste your time trying to key in cool backgrounds on a greenscreen. For video and audio editing and post-production, you’ll want a good software suite like Adobe Premiere or Adobe Audition.
For screen recordings, a free screen capture software like Jing might be sufficient, but paid Video Production tools like Camtasia, Snagit, and Screencast-o-Matic tend to have higher video quality. For slide presentations, use any presentation software like PowerPoint and simply import your narration file or narrate in realtime while recording the presentation. Explainer videos can be made very easily via online tools like Powtoon and GoAnimate. If you choose to use a narration, simply upload your audio file and ensure your animation synchs to the narration while creating it. Finally, for advanced videos like the ones we discussed above, you’ll want access to stock footage sites like VideoHive or VideoBlocks and will likely be spending a lot of time editing in Adobe Premiere.
The most important take away from this series of Video Production and marketing articles is that although they may seem daunting to some they are actually within the grasp of everyone. Not only is it very POSSIBLE, but its arguably a critical part of business today if you’re looking to keep up with your competition and grow your brand online. However, none of what you learned in this guide will count for anything, if you don’t take action and start applying it today. So, make a resolution to implement the battle plan below right away.
Your Video Production and Marketing Plan
Step 1: Develop a video content plan based on the information you’ve learned in this guide including choosing which venues or platforms you’ll be focusing on.
Step 2: Acquire the necessary tools and begin producing your videos in whichever manner and style you feel comfortable with.
Step 3: Utilize paid video advertising to gains leads sales, or simply to jumpstart engagement with your organic video content.
Step 4: Continue developing content on a regular basis and stay consistent with your video marketing plan.