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5 Tips to Help Businesses Produce Simple Marketing Videos
In a world of tightening marketing budgets, how can businesses create video content that immediately speaks to existing clients, wins the attention of new customers and delivers sales?
Nicole McDonagh, Conference and Video Lead at UCC Academy, explains how businesses can leverage relatively inexpensive phones and apps to promote their brands and products in a marketplace full of distraction.
1. Prep and Plan
“There is plenty to work on before you even think about snapping the clapperboard and shouting action.”
“Do your research and really get to know your audience. If you sell flatpack furniture, your audience might appreciate videos on how to assemble a wardrobe without swearing or falling out with their partners.”
“Once you have established who your audience is, you need to start looking at your distribution strategy, which is to say, where will they watch your video.”
“If your audience is on Instagram, then you need to produce something that will resonate with users on that platform. If your social media following isn’t huge, find ways of leveraging accounts that speak to your target audience within your locality.”
“Don’t fall into the trap of making a TikTok video because it's really popular at the moment.”
“Likewise, if people are coming to your website to download instruction manuals, maybe you should consider posting long form videos that demonstrate how to assemble your wardrobes on YouTube.”
“Once you have established who your audience is and what they want, you can then start writing your script and creating a storyboard.”
2. Tell your Story
“Okay, so you have completed your research. You know what your audience wants and how you’re going to reach them, which means it’s time to start working on your storyboard and script.”
“The key here is to be as efficient as possible, so that you don’t end up pointing the camera and shooting oceans of footage that you’ll need to edit.”
“We often construct storyboards to create a step-by-step guide so that clients know what will be included in the video.”
“You need to think about logistics. If you’re a motor dealership wanting to spotlight a car with low milage, how do you manage that shot and how should the voice over read.”
“Even a very simple storyboard will prevent you from going on long tangents. Your storyboard doesn’t need to be complicated; it can be a series of simple sketches on a piece of paper that detail what is going to be included and said in each shot.”
“You can also use any one of the free storyboarding tools available online.”
3. Sound and Light
“We use an iPhone 13 Pro Max, which is a hefty and expensive piece of kit. But I’m more than happy to use a relatively inexpensive phone with a good camera.”
“Ancillary equipment such as a tripod or phone clamp can come in handy if you’re going solo. Also, if recording on your own, ditch the selfie mode and always use the back camera for better quality visuals.”
“Remember, don't go out when it's windy and watch out for dogs barking in the background if you want to capture decent audio.”
“To bring your video to the next level, I’d recommend investing in a plug-in microphone. You can pick up some terrific lapel mics online for under €20.”
“Also, you can make the most of natural light by simply recording in front of a window if at all possible.”
“The best equipment in the world won’t be of any use if you don’t give yourself enough time to record. My basic rule of thumb implies that it takes 30 minutes to record a one-minute video.”
“There is no need to rush, give yourself loads of time and make sure you don’t stray beyond the storyboard.”
4. Making the Cut
“When it comes to editing, there is a lot of software and apps to help you.”
“Inexpensive apps like Adobe Rush, KineMaster and Quik are all available in your app store and provide all the basic editing tools you’ll need. It’s just a matter of getting used to them.”
“I love Adobe Rush because it comes pre-loaded with transitions and graphics that make everything look great.”
“On desktop, we use Adobe Premiere Pro, which I’d only recommend to people who want to elevate their skillset beyond the basic.”
“If you come across any problems, a quick Google should provide you with multiple solutions. You won’t be the first person to ask the question. It might be easier to ask your kids though!”
5. Claim the Reward
“Not providing your audience with a clear call to action at the end of your video is one of the biggest mistakes you can make.”
“There is no point in going to all that hard work if you don’t invite viewers to visit your website, send you an email or make an enquiry.”
“Also, don’t forget to make full use of the integrated call to action buttons developed by social media platforms.”
“Including a simple button on a Facebook post encourages people to immediately respond to your video. Bizarrely, it is also something that many people overlook.”
Nicole McDonagh leads a team of talented videographers at UCC Academy, where she assists faculty at UCC to plan, produce and edit videos for multiple audiences. Nicole has also helped leading Irish and international brands to develop, script and record high impact videos.
Image by Dominic Wunderlich from Pixabay