Lights, Camera, Action! Using Video in the Channel, Part 2

Looking to add video to your stable of channel marketing tools? Creating high-quality video takes time, effort and expertise. In our previous post, we covered the first two of five steps to create a fantastic, professional video to use for better partner enablement: scripting and building a set. This time, we look at the final three steps: filming, editing and marketing/promoting your video.

Quiet on the set!

Filming
In your video kit, you should have the following:

• Handheld or lavaliere microphone: Both are better than your camera’s built-in mic
• Camera: Of course!
• Tripod: The best way to keep the shot steady
• Headphones: To monitor sound as you film

Camera types:

• iPhone/smartphone: These work for a quick, 10-second Twitter or Facebook video, but for longer videos you’ll need a better rig.
• Consumer: These run $500-$1,000, can film in HD and many accept microphone inputs.
• DSLR (Digital Single-Lens Reflex): These are professional photographers’ cameras, but newer ones can record video. The image quality will look amazing, but most don’t have onboard audio, which means you’ll have to use an audio recorder with the camera.
• Prosumer: These are a mix of consumer and professional cameras with advanced features, filters, settings and lenses that are far superior to consumer cameras. This is my personal choice.

When it’s time to film, set up your camera (on the tripod) and take a test shot to test lighting and audio and to mark with tape on the floor where everyone should stand. Do this before you start filming.

When the talent shows up, make sure you know the project. Inevitably, when I led a video shoot, an executive would arrive (not having read the script or knowing anything about the project) and ask what we’d be doing. As the producer and/or videographer, you should be familiar enough with the project to be able to confidently communicate the details to everyone who will appear in the video.

Make sure you get lots of extra footage and film segments a number of times from different angles, just in case.

Editing
There are lots of resources out there to learn about video editing. My favorites include VideoMaker and Vimeo Video School. Both offer tips for filming, lighting, buying equipment and editing.

My basic editing tips:

• Use simple cuts
• Be consistent (if you use a fade in for one transition, use it for all of them)
• Don’t use graphics, unless necessary
• Music should help tell the story, but not overpower the content

Marketing
Now it’s time to promote your video masterpiece!

Post it on You Tube, of course, and make sure to include your call-to-action link in the video description. You can also add a call-to-action overlay with a live link on your video. Add relevant tags and a compelling, descriptive title and you’re ready to promote.

When the video goes live on You Tube, you can embed the video on your blog, share the link on Twitter, post it on Facebook and share on LinkedIn. Be sure send it to your mom, too. She’ll be proud!

My final tip: Don’t aim for a viral video. Aim to create a compelling, entertaining, interesting and useful piece of content that helps your audience.

What other tips and tricks do you video mavens have? Having trouble getting started?  We’re happy to help. Drop us a line or leave a comment.