And that’s good: in 2021, 85% of consumers expect your brand to publish (even) more corporate films! And that’s not all: Video is the most powerful format because the messages are more understandable, the information easier to remember, the explanations more convincing, and your brand storytelling more relevant. The advantages of video are therefore obvious!
But here it is: like 83% of your fellow marketers and communicators, creating audiovisual content seems far too “complex and time-consuming”. And after all, video capture and editing are the prerogatives of videographers, right?
Nay! In this article, you will see that anyone can easily make professional videos from A to Z … if you adopt the right tools and good practices. Cape? So, are you ready to gather valuable tips to develop your video communication strategy by a brand strategist?
#1 Equip yourself with (good) video equipment
Producing professional videos starts with acquiring the right video equipment. And make no mistake about it: investing in an audiovisual toolbox won’t cost you an arm and a leg, quite the contrary!
The proof, that these 3 materials at a lower cost will be more than enough to make a professional-quality video:
A camera, of course. The good news is that with today’s technology, you can pretty much make do with your smartphone. That said, if you are looking for greater image quality, do not hesitate to invest in a DSLR (Digital Single-Lens Reflex) camera: and presto, 4K Ultra HD resolution is yours, without breaking the bank!
A microphone, for top sound. A word of advice: if you are filming a simple video interview or a customer testimonial, choose a lavalier microphone called “Lavalier” to hang on the collar of your interlocutor. And if you want to launch your videocast, opt from the outset for an Audio-Technical USB microphone (about 90 €) accompanied by a Heil-type microphone cover to chase away unwanted noise: believe it, you will do years with it.
Video editing software, to edit your masterpieces. Don’t worry: if Adobe Premiere Pro and Final Cut Pro make you cringe, there are now ultra-intuitive video editors for professional editing. So, take a look at the criteria of good video editing software to make the best choice.
#2 Prepare your video shoot like a whiz
After choosing the right tools, it’s time for good video practices – starting with organizing the shooting of your corporate film. You can also get in touch with a professional for trade advertising.
The idea? Anticipate your video clip in the smallest details, limit the unexpected… and thus save precious time on D-Day.
Writing the script, selecting the location, choosing the video format… Follow the guide!
Write a solid script
Too often minimized, the script is nevertheless the BA-BA of any pro video. And for good reason: this key document is none other than the red thread around which your ideas, your storytelling, and your instructions for video editing will revolve… And more importantly, the famous message you want to convey to your targets!
But how do (effectively) structure your video script? It was enough to ask in the form of a bulleted list or in a completely written way, simply specify…
The presentation of the problem or the expectations of your target (introduction): from the outset, your audience must understand what your video is about and, more importantly, be able to identify with it in a few seconds.
The suggestion of your solution or the body of your key message (development): here, it is a question of responding to the problem of your target and of arguing your message in a structured way. Take out the card of originality, it’s the time!
The call to action (conclusion): end your professional video on a high note, by including a call-to-action, which will guide your audience towards the action you want them to take (share on social networks, s subscribe to the newsletter, contact you, etc.).
And bim, the main lines of your final content are before your eyes!
Locate filming locations
Are you planning to shoot your spot outdoors? In a studio? Or maybe even at your premises? Regardless of the filming location you choose, it is essential to go there beforehand to…
Carry out audiovisual tests: verification of natural light, acoustic resonance, etc.
Organize the background of your video: for example, for a demo video, we will choose a neutral background that allows you to fully focus on the product.
And more generally, check that the video plans of your script are feasible … and adjust them if necessary!
Choose the right video format
Script? Check. Identifying the ideal place? Check.
Well done, the preparation phase of your shoot is (soon) coming to an end. But before the big day, don’t forget one last pre-production step: choosing the format of your video.
Why? Because an anticipated video format is the guarantee of well-framed shots … and a fortiori, of a (really) professional final rendering!
To help you select the ideal formats, think in terms of delivery channels:
Do you plan to publish your video on your YouTube channel, website, or intranet? Opt without hesitation for the horizontal format.
Do you plan to distribute your video via Instagram, LinkedIn, or Facebook Stories? On Snapchat, IGTV, or even an outdoor display screen? The vertical format is for you.
Want to make a video for your Instagram or LinkedIn feed? Choose the square format: professional effect guaranteed!
#3 On D-Day, open your ears and eyes wide
That’s it: armed with your script and your video material, you’re about to chant the formula ” Motors, Action!
Before warming up the camera, you must keep in mind that the unexpected will inevitably occur during your video shoot – even if you have orchestrated everything like a boss beforehand.
Fortunately, these few tips will help you to limit the hitches, and thus consider the most serene and optimal filming:
Put the people who appear on the screen at ease: before you even tackle the script, take the time to have an informal discussion with your interlocutors, offer them a good coffee, to install them in a quiet room. In short, to relax them as much as possible, to encourage them to express themselves in front of the camera in a fluid and spontaneous way.
Multiply the shots: to avoid ending up with an inaudible shot, blurry, or with an approximate framing, do not hesitate to shoot the same scenes several times. Better too much than not enough, as the saying goes.
Limit extraneous noise for optimal sound recording: chewing gum, creaking chairs, slamming doors… We avoid them.
And engines… Action!
#4 To sublimate your professional videos, capitalize on editing
Your clip is in the box? Well done. From now on, your ultimate mission, if you accept it: is to create a 100% dynamic video creation, which will grab all the attention of your audience.
And rest assured, again, you don’t need to be an After Effects expert for a very professional rendering. Just be sure to follow these post-production best practices:
Start your video with a striking element: a catchy title, a key phrase, a striking number, a shocking image… Your foreground must play on the surprise effect and create an expectation in your audience, in 3 seconds top timing!
Respect the rule “1 screen = 1 idea” to avoid confusing your audience, who might not memorize your key message. In the same vein, don’t forget to insert transition shots, to create moments of “breathing” that will make everything more digestible!
Alternate different types of shots to energize the editing: facing the camera, wide shots, aerial drone shots… Also think about integrating illustrations, special effects, and even a voice-over (without falling into the effect of ” Christmas tree”, of course) for an even more stimulating result!
Prominently feature your logo, preferably in the top right corner of your video, so your audience associates the content with your brand briefly, See Also:- VIDEO MONETIZATION SOLUTION
Add subtitles to give your video all the audience it deserves on Facebook alone, 85% of videos are viewed without sound. Also remember to include keywords, to emphasize the main information of the video.