Bringing Marketing Video into Focus

A great video can go a long way for your organization. It can be used to expand upon a product, give insight into a certain subject or show your company’s personality. Video can be an exciting and well-received medium to get your message out there when it’s done well—and it can be a nice change of pace for your customers, especially if they are used to reading blog posts.

But there are certain pitfalls with video. Some people naturally struggle in front of the camera while others forget to prepare ahead of time by going through talking points and key messages. Of course some of these things can be smoothed out with some editing magic, but once the speaker is on camera, an editor can only do so much without creating unnatural, jagged video that doesn’t do justice to your product, people or expertise.

Before we look at preparing to go on camera, it’s important to understand the limitations of video and what can and can’t happen during the editing process. Video can be separated, so it’s not a problem to use voiceover in your video, but there are things that can’t be taken out. For example, conversational pauses will be there unless there’s a better take. We can also supplement pieces of the video with stock footage, but that may add cost. It’s best to shoot as much as possible all in the same day so there are multiple scenes and takes to choose from.

Preparing for Going On Camera

So what are some basic steps you can take to prepare for going on camera? To address the most common issue we see in producing marketing videos, a lack of conversational tone, here are two steps you can take before filming your next marketing video:

  1. Rehearse what you are going to say and how you are going to say it. It helps to emulate the environment you are going to be performing in as much as possible. Use props and/or equipment that you will be working with as you practice!
  2. Having a conversation with the viewer will help you deliver the message. If you get too formal, you get yourself into trouble by adding unnecessary fluff to content that’s supposed to be short, sweet and accessible. Conversational tone also helps rid of nervous filler words such as “um” and “like.” Think of it as a new business presentation, face-to-face with a prospect.

Video is one of the persuasive pieces for an effective marketing plan. It’s easily shared on most social media platforms. It also provides an intriguing escape and needed break from more formal blogs and articles. If utilized appropriately and in an interesting, unique fashion, you and your company’s personality and message will shine.

What tips do you have when preparing for being the star of a video?

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Robby Cecil

Robby is a print and interactive designer, with an ability to provide production and video editing services. A University of Minnesota grad, Robby earned a B.S. in graphic design and has an innate desire to learn more about the creative industry and the world […] Read Bio »

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