It’s no secret that I love video for marketing. I believe video can create connections and provide insight that other mediums cannot. The most common question, though, is how to make your videos great and stand out from the others?
Connect With Your Audience
Connecting with your audience is the most important aspect of any video. At the end of the day, consumers want to do business with people they know, like, and trust, and video is the best format to use. Video allows you to create personal relationships that cannot be done by written text or any other digital medium.
How To Connect
Since most company videos will typically involve you or somebody from the company speaking to the camera to introduce you or your product, there are some very important items to keep in mind.
I will break each section down and simple provide some bullet-point tips within each one.
Positioning:
1. Stand, if possible, and angle your feet into the letter “T.” (If you must sit, stay on the edge of your seat and me sure not to swivel.)
2. Stand at a slight angle from the camera instead of facing it directly.
3. Position your lights to face you directly. Light from above will create strange shadows on your face and can make you look like a zombie.
Clothing:
1. Wear solid colors and keep it to earth tones and blues. (Your bright pink paisley shirt is going to have to stay in the closet.)
2. Dress for your audience.
3. Men – it’s okay to put on a little makeup. It will take away shine from your face on the camera.
4. Be careful with glasses and their reflection.
Body Movement
1. Try to avoid unnecessary/distracting movement.
2. Walk with a purpose on camera.
3. Use your hands. Don’t go crazy here, though.
4. If you are holding up a product keep it close to your body and by your face.
Interviews:
1. Look at the interviewer
2. Always allow them to finish their questions
3. Avoid industry jargon. (Imagine you are explaining your product to a 5th grader.)
4. Address the interviewer by name.
Connecting With Your Audience:
1. Be confident.
2. Rehearse beforehand.
3. Make sure you sound like you know what you’re talking about.
4. Don’t read your lines.
5. Slow down your speech.
6. Increase your energy. (The camera make you look less energetic so it’s important you take it up 20 – 30% higher than normal.)
7. Always smile.
8. Use your natural voice.
Example:
Wistia has been using video to create connections with their clients and prospects for quite some time. They do a fantastic job of creating a video presence that encourages you to find out more about their company and products.
