2 key reasons you need video marketing (from marketers’ standpoint)
1. Including Video on your web page helps to decrease your bounce rate, which indirectly affects your SEO performance.
2. Most people prefer viewing a video than reading a long-winded text.
You can do it all alone.
The large corporations have the resources and dedicated manpower to produce videos. If you do not have that privilege, don’t worry. You can do it all by yourself using what you have right now (smartphone camera and proper planning). Remember, it’s important to plan. Without it, your content will come across as somewhat ad-hoc and random to your audience.
Types of Video
· Brand video
· Educational video
· Personalized video
· Interview video
· Live video
· Event video
· Testimonial video
Pre-production
Planning
1. Purpose of the video
2. Budget and resources
3. Production schedule
4. Who’s going to be on camera
5. Who’s going to shoot the video
6. Who’s going to edit and finalize the video
Writing a script for your video
1. Separate two columns
3. Write the scene that comes to your mind the column
4. Ask for feedback
Production
Camera Settings – Rule of Thumb
· Frame rate – 30 (the higher, the smoother the video)
· Shutter speed – frame rate x 2 – 30 x 2 – 60
· Aperture – the lower the number, the more focus on the subject (use as much natural light as possible by setting aperture to lowest)
· ISO – best to keep it under 400 (over that limit, the picture can appear grainy)
Setting up lighting
The purpose of the fill is to soften the shadows by the key, but without getting rid of them completely. So, the fill light should be dimmer than the key light.
The back light should be aimed at the back of the subject’s head, creating a subtle rim of light and separating them from the background.
Post-Production
B-Roll
The more you recorded during the production, the more opportunities you have for B-roll. Consider shooting at three different distances:
1. Wide shot
2. Medium shot
3. Close-up shot
If you don’t have two cameras and two angles, considering zooming in and out when you edit.
Key metrics to pay attention to
1. Impressions (number of times people have viewed your video – for a video to be counted as view it needs to be played at least 3 seconds on Facebook and 30 seconds on YouTube)
2. Play rate (number of people played your video / number of impressions)
3. Social engagements (how people react to your video – likes, comments, shares)
4. Total watch time (how long people watch your video)
5. Video completions (number of times people completed watching your video)
6. Completion rate (number of video completions / number of impressions)
7. Clickthrough rate (number of times your CTA/ad is clicked / number of impressions)
8. Conversion rate (number of conversions / number of times your CTA is clicked)
9. Bounce rate (before and after embedding video)