Many people have a love-hate relationship with video. They realize that video is a great way of connecting with audiences and impacting their businesses. However, they also know that it is not easy to create engaging videos. Framing, lighting, and sound are just some of the challenges of creating great video products. Other concerns include the script, editing, and how to push it on the Internet. However, even if you do not have a video marketing budget, it is possible to improve the quality of your videos.
Today, I am going to highlight 5 video marketing mistakes that most businesses make and how to overcome them. Just like a good friend would point out if you have something on your teeth, I am going to point out those mistakes that you might be making in your videos:
#1. Shoddy Camera Work
Nothing irritates viewers more than watching a poorly-shot video clip that makes it difficult to concentrate on what the speaker is saying. Here are some shoddy camera mistakes and how to avoid them:
– Without a stable stand, your video is going to look like you are in the middle of an earthquake. This makes it (and you) look amateurish. A tripod can help you stabilize your shots effectively.
– Your video framing is important to ensure viewers focus on what you want them to focus. Most people frame the subject smack dab in the middle of the frame, and that does not look good. Employing the rule of thirds as shown below will help your videos look a little cooler.
The Rule of Thirds Explained
Notice how your eye focusses on the top middle third. This is where you want to position your subject.
– If you are using a DSLR, focus is an important aspect of your camera work. Using the autofocus mode is important to ensure the subject is sharp with the background being a little blurry. This gives your video a cinematic look and feel.
#2. Bad Lighting
Bad lighting is a big problem for most videos. I see videos that either have too little lighting or too much lighting. Again, this makes you look amateurish and cheap. Regardless of how advanced your camera and camera work is, you can greatly improve your video quality by adding some light onto your subject. Investing in video lighting equipment can help you light up those dark areas and also control such things as focus and depth of field much more effectively, especially when shooting video with DSLRs.
#3. Bad Audio
This is very likely the most important aspect of your video. People may forgive you for bad video quality, but they are not going to stick around and listen to bad audio. Crisp, loud audio can save a bad video. Avoid using your onboard camera microphone and invest in a lapel mic.
#4. Being Boring
Most people are afraid that they will look shy or sound boring in front of the camera. Being boring does not mean you should be funny or comical. Instead, it means coming out as actionable, informative, and energetic.
Passion and enthusiasm are great at countering boredom. When you are passionate or enthused about your topic, people will want to take that drug. It is contagious, which is the opposite of boring. If you are fueled by what you do, you will be willing to share and teach others what you know. This is the drive needed to make interesting videos. Everytime you have something new and interesting to say, bring out that passion in your videos. Rinse and repeat and you will always have interesting videos that are far from boring.
#5. Not Doing Video at All
It is not true that he or she that does more videos wins. Instead, a combination of written copy and visual content can go a long way in transforming an otherwise average copy into a great piece of marketing material. Video is a great selling tool. In some cases, it doesn’t even require you to appear in the picture. You can create videos that include graphics and images with a voice over. The truth is, video is still at its infancy on the web and using it now makes you stand out from your competition.
Now that you have what it takes to make great-looking videos, you have no excuse not to use videos as a conversion tool for your business. So, go out there and start creating.
David Gitonga is a visual content creator / marketer who helps businesses market their brand, products, and services on the Internet using video, images, and graphics. He can be reached via email at firstname.lastname@example.org or on phone at 0721 783 420.