Around these parts, we love video and we can’t bang the drum hard enough about why it’s a game-changer for integrated marketers. When added to email,it can lift click-through by 55% and increase conversions by 24%. Video amps up your social and your brand at the same time. You’re 53 times more likely to show up first on Google if you have a video embedded on your website. It really is that good.
That is, of course, assuming your video doesn’t look like outtakes from The Blair Witch Project. Fortunately, it’s not hard to shoot your own professional-quality video if you remember the basics:
If you’re using a phone, shoot in landscape
On this subject, authority of all things high-tech Wiredmagazine says, “Every time you see a video shot in portrait mode on YouTube or Facebook, you should weep for humanity and its inability to teach individuals how to shoot video so it fits properly into the same shape as the TV they watch in their homes.” And that about covers it.
Get a tripod
One of the top credibility-killers is a video where the motion looks like it was shot at sea by someone who just mainlined a gallon of coffee. You can find high-quality tripods and monopods to keep your camera still, starting at just $20.
Think like a moviemaker
Even if you’re not shooting a Scorsese-level epic, your video will come out much better if you have scripted it out, plan the action, divide it into separate shots, and block the shots (determined where the participants will be, relative to the camera, lights, and other elements).
Cut it short
Face it, ain’t nobody got time for your 13-minute explainer video. Hubspot crunched the numbers and found that 56% of all videos published in the last year are less than 2 minutes long. They’ve also detailed recommendations on matching the length to the medium—e.g., if you’re posting on Instagram, keep your video to under :30, but 2 minutes is an optimal length for a Facebook video.
Just like Steven Spielberg had 1941and James Cameron had Piranha 2, you may crank out some clunkers. Think of it as a learning curve. And unlike 1941, which cost $35 million (and that’s 1979 dollars), integrated marketers can produce effective videos for next to nothing.
Last modified: April 16, 2018