BUDGET-FRIENDLY
VIDEO TIPS
By
Kim
Marshall
MULTIPLE SOURCES AND STUDIES SHOW that video content promotes brand recall and
helps strengthen your brand message. But, where does one start when it comes to producing
an effective video? Do you need a full crew of lighting, sound, cameraman and a director?
Thanks to the ubiquitous smart phone that doubles as a still and video camera and often
has a convenient editing tool, anyone can shoot their own YouTube-style videos. Below are a
few tips on how to make an effective and fun video and not break the bank:
1. SOUND: Make sure
you have a good
microphone.
Portable,
clip-on mics
compatible
with a smart
phone are
easily found
online or
at electronics
stores. Do not
depend on your
camera’s mic to pick
up a clear sound track.
2. SIGHT: Make sure the lighting
is not too dark or too bright. If
nothing else, turn in a circle in
unison with your subject until
you see their face lit well.
3. CONTENT: Write down the
points you want to make and make sure
you have them in mind before shooting. You can
even have someone stand beside the person
shooting the video and hold up cue cards. Just
make sure they stay close to the camera, so your
gaze is lined up with the lens.
4. ORIENTATION: Get a tripod to help keep
things steady! Decide on whether you will shoot it
horizontally or vertically. Remember: vertical
orientations tend to waste space on a monitor
or YouTube screen.
5. BUDGET: Ask your staff to show you
videos they’ve made. You’d be surprised how
naturally this talent comes to some people.
My son and his friends spent hours shooting
videos of them skateboarding and then edited
them to music. They were great! I’m sure you
have staff members in similar boats.
6. BOOST IT: Look at cheap ways to boost your
video’s reach, like using www.indi.com, a site
that drives word-of-mouth awareness and
direct bookings. Starting at about $79, they
offer a range of options for your video content
like brand ambassador programs, photo and
video contests where results are measured,
and robust social media data to help you put
energy and manpower behind what works best
for you and intelligently remarket that.
7. LISTEN & LEARN: It’s all about engagement.
Note the reaction of your viewers. Make sure to
include what they care about in your next video.
By using customer reactions to gauge interest,
your videos will get better and better. n
KIM MARSHALL has spoken at international conferences and in the media on wellness marketing;
consulted for Fortune 500 companies; and served on the Boards of ISPA and the Green Spa Network.
This year she joined forces with Darlene Fiske to launch a subsidiary company to focus solely on
wellness clients called S’Well PR, with a fitting tagline of The Original Wellness Storytellers.
August 2018
■
PULSE
47