Anyone who has been on the Internet for more than five seconds knows that video is a big deal. Just about any site you visit will contain video content, and it looks like that trend is here to stay.
Everyone wants to incorporate video in their marketing strategies, but unfortunately there isn’t always budget to hire skilled video professionals for every project.
Maybe someday, video production will be a required skill to graduate college. Until then:
5 Video Tips For Communications Pros
1) Get Familiar With Adobe Creative Cloud
If you work at a creative agency, it’s likely you already have access to Adobe Creative Cloud (formerly known as Adobe Creative Suite). If not, check to see if your company will pay for a subscription. It’s worth the price to create beautiful videos without having to go through a vendor.
Many cities offer educational classes you can take to learn Premiere Pro and After Effects, which are likely the only two programs you’ll need from the Cloud to edit your video. If you or your company isn’t willing to shell out the cash for classes, don’t fret. There are extensive online help resources and YouTube tutorials that will get you on track to make an awesome video.
When using Google or YouTube for online help, make sure you’re very specific with your query. There are different versions of Premiere Pro (CC, CS6), so you’ll want a tutorial that will help with your specific version.
2) Learn How To Use iMovie, Even If You Hate It
I’ll be honest, iMovie is not my favorite because it doesn’t give you quite as much creative freedom as other video production software. However, it can get the job done if you’re tight on budget or time. iMovie is standard issue on Mac products, so other than your sanity, there is no cost at all.
Do yourself a favor and learn how to use it well in advance of any deadlines. Even though it’s an Apple product, it’s still a video-editing app, so it might not be as intuitive as you’d think.
3) Don’t Underestimate Your iPhone
If you don’t have access to fancy video equipment, that’s okay! The gadget that’s glued to your hand will do.
Current smartphones have HD camera quality, even High Dyamic Range settings. Unless you’ve been tasked with creating the next Oscar winner for cinematography, you should be just fine using your phone.
Make sure to hold your phone horizontally. If you film vertically, it will show up that way in editing and have black bars on the sides of the frame. Unless, of course, you are shooting specifically for a vertical-format channel, like Snapchat.
Also, it will benefit you to use some type of tripod, even if it’s a makeshift one. You may not think your grip is shaky, but trust me – it is.
4) Get More B-Roll Than You Think You’ll Need
When your video is an interview or anything else that’s just a static shot, you’ll need some cutaways to break up the monotony. This extra footage is referred to as “b-roll,” as opposed to a-roll footage.
If there’s opportunity to get b-roll footage at your shooting location, make sure to arrive early or stay late (depending on any lighting restrictions) and capture more footage than you think you’ll use. It’s always better to have too much to choose from than to wish you had more.
If your location doesn’t provide a lot of opportunity for b-roll, there are online resources like Videezy or Shutterstock that allow you to download or purchase HD stock footage. Just make sure you check the license before you use it in your project.
Make a shot list (a wish list of b-roll shots) before you film. Going into your shoot without an idea of what you want will either leave you with too little b-roll, or a lot of useless shots.
5) Do Your Due Diligence
Everyone wants to keep up with the times, and no one can deny that video has become a staple of digital marketing. Making videos just to have video content isn’t the key to success, though. In fact, it could be a giant waste of time and money if not thoughtfully executed.
There is a certain amount of trial and error in video production, and not every video will go viral. If you’re trying to jump on the video bandwagon, decide first if your video is one worth watching.
Take a look at your video distribution vehicles and determine if your audience will even see the video. If not, figure out how to build up your audience before putting too much effort into developing a video that no one will see.
Most importantly, ask yourself what value your video content will bring to your audience. If you put your audience’s interests above yours, you’ll be much better equipped to create a video that they will want to watch and share.
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