In the past, video had the reputation of being the frivolous stepchild of social media. Used as “caught in the act” clips on the news or staged pratfalls on family television shows. Or you might think of unrehearsed, wobbly, and fuzzy video, uploaded to popular social media video sites like YouTube, Vimeo, and Veoh. But, today, video become a powerful marketing tool for your business. If you’re ready to create a series of Internet videos, careful planning will assure better results.
Continuity is the key to video success which means using the same spokesperson or characters, plot formulas, set design and costumes. You don’t need the budget of a Spielberg film, however if your plan includes these five elements, you can have an impactful video series.
1. The Set – Your video set is where ever you decide to film the video. A set can be as simple as a sign or a backdrop behind a speaker (this is how the TV news teams do it), or it can be an elaborate studio setting in your basement or any corner of your home or office (think back to Wayne’s World segments). Your can even use an open window through which your viewers see the seasons change throughout a year of filming. Even if your location varies, you can have continuity by bring the same prop to each location (a chair, a microphone with your logo on it).
2. The Script- Having a script won’t diminish spontaneity, but it will assure your communication will be clear and make a point. Many frequently viewed online videos rely on a format: they have a unique intro and end with a sign-off that is just as unique. If your business has a “tag line” this is an easy choice to introduce or end each video.
3. Get Into Character- If you’re thinking “I’m just a CEO and I don’t want to be someone else”, you aren’t in the spirit of filming video. As with television, stage, or movies, the presenter needs to play a role and “play it up” for the viewer. If you’re a CEO, you need to play the expert. Other roles to consider depending how they match with your business message include: teacher, guide, host, investigator, super hero. I recommend to my web marketing clients that they watch the HotForWords videos on YouTube. Marina Olova is a word origin expert and could easily present a by-the-book classroom lesson which would be a real etymology snooze-fest, but instead she has attracted 300 million hits by playing the vixen. Which character will you play?
4. Costume Design – I know some people will imagine intricacies of “Gone with the Wind” when they think of costumes or perhaps they recall the extreme blue make up in “Avatar”. Relax because a business costume isn’t that demanding. For you or your employees in a business videos, wear a company shirt that has your logo on it. Consider dressing your video presenter in character—Talking as an egg-head? Wear glasses! Talking about beauty? Wear star-quality makeup! Talking about health? Wear a white lab coat. Costuming helps to establish the “character” presenting the video and also helps “brand” a video, so it’s recognized as part of a series.
5. Editing–The Academy Awards gives Oscars to recognize truly accomplished editors. That’s why your internet video can also benefit from editing even if you can’t hire an Oscar-winning editor. Here are three do-it-yourself editing tips which will improve your final cut: 1) Keep the video timed to no longer than three minutes because if it’s any longer you risk that viewer will lose interest, 2) Check your script to verify the video follows your plan — Like a good book, be sure the video has a beginning, middle, and end because you don’t want to leave anything out. 3) Leave some breathing space at the beginning and the end of the video. Leave a few seconds before the action at the beginning and after the action at the end, to prevent an abrupt start and conclusion. When you find timing that works for you, use it over and over again to keep the series of videos consistent.
Good planning makes a video series appear more professional, rather than a spontaneous, homemade film that won’t get the attention or have the marketing impact you seek.
