Creating sales videos is tough. But entrepreneurs know how important video marketing is, especially during this age of social media. If you’re not marketing online—and if you’re not using videos to promote your brand, you’re getting left behind by the competition. You don’t want to miss out on this fantastic source of leads and sales.
If you want your content to stand out, you need to enhance your skills in videography. Videography is all about setting up the right shots and making it as easy as possible to edit your videos later on. Proper videography will save you a lot of time and headaches, so practicing a little can go a long way.
There’s already a sea of content out there, because everybody wants to increase their revenue and boost their brand using viral videos. So the only way to get your videos noticed is by creating polished and professional-looking content.
Here are some essential tips and techniques to apply to your own sales video marketing campaign.
Use the Equipment You Have
This doesn’t mean you have to spend on the most expensive filming equipment. The fanciest camera in the world won’t benefit you much if you don’t know how to use it. So mastering the fundamentals of videography will take you further than obsessing with what kind of camera you’re using.
Yes, some entrepreneurs even use their smartphones to film their video content. It can work wonders, particularly when you’re going the authentic approach, such as when you’re filming a vlog.
Eventually, you may want to invest on a better camera, but don’t stress yourself out too much if you don’t have that yet.
When you’re planning your video marketing strategy, you need to identify the tools that you have, so you know what you’re working with. Understand that shooting with a smartphone is possible, but it will have its limitations, particularly when it comes to audio. You may want to invest in a proper microphone so you can capture the clearest audio even when shooting with a smartphone.
Whatever camera you are using, you need to invest in a tripod so you can keep your shots steady. Shaky and blurry videos look unprofessional—and so you can’t expect a lot of people to watch them.
When shooting with a smartphone, always use the back camera. This will give you better video quality. Also shoot in landscape mode: that means position your camera horizontally instead of vertically. You don’t want black bars on the side of your video content simply because you filmed it in portrait mode.
It’s All about Lighting
When it comes to videography, lighting is your best friend. It is your greatest tool when it comes to bringing your video to life. But it can also be difficult to master.
There are ways to utilize lighting to convey certain emotions, and it relates to the way people associate lighting with particular memories. If you want to make a shot look dramatic, you want to have shadows in all the right places. Sales videos rarely need to be dramatic, but that’s a technique to keep in your back pocket.
Determine the types of lighting you need to convey your particular message.
If you’re on a budget, you’re most likely using natural lighting—and that’s perfectly fine. You may also use lamps to light up your shot. Some content creators use a simple ring light to highlight their face. This could come in handy if you’re shooting tutorial videos and how-to videos, where you really want people to see your face and understand everything that you’re saying.
A well-lit shot can instantly make your subject look more trustworthy, which of course translates to sales because people are more likely to buy from your brand if they trust you. So proper lighting is a must when shooting sales videos.
The location of your shoot will determine how much lighting you have to work with. Sometimes an open window can give you all the lighting you need. But if you’re shooting outdoors, you may have to navigate around existing light sources so that your subject isn’t against the light.
Look for a Simple Background
Unless you absolutely have to shoot on location, just use a plain background like a white wall. Sometimes that can get boring, but it’s also a good way to get the job done, especially if the message of your video is straightforward.
If you do want to use a more interesting background, make sure it has something to do with the subject of your video.
If you’re shooting in the office, reduce visual clutter by removing things that are in the shot that are too distracting. You don’t want the audience to lose interest in the main subject. Keep a nice and clean background if you’re not planning to use a plain wall.
Mind Your Framing and Composition
If you really want to practice videography, you need to learn about how to frame your shots properly. This is what sets the professionals apart from the amateurs. It is also the reason why a high-end camera shouldn’t be your biggest problem starting out.
You need to learn how to present your subject properly: it’s more than just pointing the camera at them and calling it a day. It’s all about arranging all the visual elements so you can convey the message you want to express. You also need to consider the aesthetic of each shot. Whichever angle you’re shooting from, it needs to look good.
If it is applicable to the video you’re making, you can use techniques like using a foreground and a background to provide depth in a particular shot. Some of the methods used in videography are the same ones used in basic photography.
Turn Off Autofocus
While the autofocus feature can be handy, it can also ruin your recording as it goes in and out of focus while your subject moves. Switch it from autofocus to manual focus on your camera so you can adjust it yourself and keep it in one setting.
Some smartphones don’t let you switch from automatic to manual, so keep that in mind. However, some phones do have the focus lock feature which you can turn off.
By setting the focus manually, you can even try cool tricks like switching from one focus to another to emphasize different elements in the shot. This is a good technique for when you want to direct the viewer’s attention. Used properly, this can make your video look professional.
Set Your White Balance
If you are using more than one camera to record the same scene from different angles, the color temperature of each shot may differ. Some cameras can have different default color temperatures. You want all your shots to have the same temperature so that it looks cohesive once you start editing.
Videos that alternate between bluish and warm yellow clips can look distracting and confusing for the audience. Not to mention that different temperatures convey different emotions. That’s why you want to set your white balance and make sure all your clips are looking cohesive. This will also speed up your editing process.
Remember that there is no “correct” white balance, and it depends on what you want the final result to look like.
Shoot with Editing in Mind
Speaking of speeding up your editing process, the more time you spend on getting the right shots, the less time you will spend editing your video. Putting your clips together would be a breeze if you spend enough time on each shot, making sure everything is lit properly and all the dialogue has been captured. You also want to record the clearest audio possible so your video doesn’t have any background noise.
Think like an editor while you’re filming. Of course this also means spending time on improving your editing skills so you know exactly how to shoot each shot optimally. You may want to spend some time on a couple of safety shots after you’ve completed a good take, just so you have an extra “good” copy to use in case the other file is corrupted or accidentally deleted.
You should also get organized when it comes to labeling each take and each shot so you don’t have to waste time rewatching everything and figuring out which shot goes where.
So in conclusion, use the equipment you have, set up your shots properly, think about editing, record the best audio and video you possibly could, and your videos will come out looking professional. Just like any other skill, videography will take some time to master. But with each video you make, you’ll gain more experience and become more knowledgeable when it comes to making high quality video content.