“Cut, print, check the gate, moving on.” You might be familiar with this old-time film terminology that would be shouted by the director. It essentially meant: stop rolling, check the film, pack up the cameras and move forward. Generally, you don’t hear your friends or colleagues shouting this anymore in our socially-driven world where videos can be made relatively quickly and posted online. Mark Bernheimer wrote an interesting article in Public Relations Tactics which talks more about the dos and don’ts for making quick corporate videos with your smart phones.
Generally in videos we see two types of filming techniques; one is a “two-person interview” where there might be three cameras rolling at the same time. One camera focused on the interviewer, another camera on the interviewee and a third camera framing both of them together. A second filming technique commonly used is known as the “talking head.” This is commonly seen with news anchors, where they are looking into the camera (or slightly off to the side) as they talk, and you see them from their shoulders on up. The following three tips from Bernheimer’s article are for those wanting to make quick and “homemade” corporate videos:
- Have something to say: It is great to want to create videos for corporate company websites, YouTube and social media platforms, but one thing to keep in mind is the message. A great question Bernheimer says to keep in mind while brainstorming for the perfect video is, “Would you want to watch the clip if you weren’t involved in creating it?” Remember, it’s harder to cut through the clutter on social media these days. If viewers click on your corporate video and are bored before it is even ten seconds in, it’s possible that any future and more compelling video might be bypassed completely by viewers because they have already seen a previous video that didn’t catch their interest right away.
- Keep it professional: Just because you may not have all of the extravagant Hollywood cameras, light kits, microphones, fancy sets and make-up doesn’t mean your video has to look like an amateur production. Something to remember, according to Bernheimer, is that, “As the general production quality of Internet video improves, so do viewer expectations.” By following simple and common sense steps, like not standing in front of an office window on a bright day, and using natural light instead of artificial light, your video can look quite professional. Also remember to set the camera at eye level, “Placing is too high forces the speaker to look up, and making him/her appear diminutive. Setting it too low creates all manner of extra chin.”
- Make a sound investment: Literally. Audio is just as important and video, if not more. Your audience may not always recognize good audio, but bad audio such as hollow, faint or smothered speech is always very distracting. Investing in an external clip-on lavalier microphone is easy and often times inexpensively priced. It sounds much better than the microphones built into cameras, phones and laptops. While all of these elements are important, Bernheimer says you don’t have to be a master documentarian because, “When it comes to social media video, success simply means presenting meaningful messages in such a way that your viewers don’t ask for their two minutes back.”
It is important in today’s virtual world to dip into the different social media platforms, and to experiment with creative ways to reach out to your audience for continued success for your business. So get creative, get out there, make videos for your company but remember to do so in a way where your message still mirrors your company’s values and yet is appealing and interesting to your audience.