If you’ve considered adding video to your marketing mix, but put it off because the idea of the video shoot is a little intimidating… rest assured, given the careful planning that goes into a professional shoot, you’ll be more than prepared before filming begins.
Besides, the advantages of a first-rate shoot go well beyond the production of a single video, and they just may raise the stakes enough to persuade you to give it a go.
Here’s what we mean, during a professional shoot, the production crew captures high-end footage, audio, and images to build your video. These elements take a considerable amount of time, effort, and resources to produce. Why not make good use of these premium assets — that present your business in its best light — to create additional content to expand your video campaign and promote your business even further.
You see, a well-planned video shoot can produce enough high-quality media to raise the profile of your business across the board.
So, whether you’re outsourcing your video, or have an in-house team handling the project, let’s look at how to accomplish this and help you get the most out of your video shoot.
Pre-production is the first step.
Planning your video shoot
Just as the name implies, pre-production is essentially the first stage of production. It’s the period after strategy wraps and before shooting begins when all the necessary planning takes place.
During this stage, your video is outlined, scripted, and each scene visualized so your crew knows what to shoot, in what sequence and, how it will be used.
This is the time to talk with your team about capturing additional elements and confirm that this will fit within the structure of your video shoot. It needn’t be complicated, but it is crucial to have a plan in place that ensures everyone is on the same page. You don’t want to do anything to undermine the direction and focus of your video shoot. Make the most of this opportunity to capture more media and then bake this into the plan.
You’ll want plenty of extra footage, commonly known as b-roll, captured during your shoot. This will provide the necessary assets for your editors to produce a powerful video and supply the elements needed to develop more content further down the road as well.
Pre-production is also where you’ll finalize the crew and equipment necessary for your shoot.
Essential gear for your video shoot
There’s a common saying in the industry, “Garbage in; garbage out.” What this means essentially is your video is only as good as the elements used to produce it. Professional gear and a crew that knows how to use it make all the difference.
Ideally, using more than one camera allows your team to gather more dynamic footage. Consider the benefits of a two-to-three camera shoot. For example, with interview-style footage, multiple cameras, set up in different positions, can capture your subject speaking from various angles. This technique makes for a more engaging video, holding the interest of your viewer. Multi-camera shoots also give your editors more options for creativity during post-production.
Lighting can make or break your shot. It’s one of the most important aspects of professional video production. Even well-shot video can look amateurish when poorly lit. More often than not, if you find a video engaging, lighting has a great deal to do with what draws you in and holds your attention.
Nothing can make up for poor audio. A high-end video with poor sound quality can easily dissuade your viewer from watching your video to the end. Like footage, it’s imperative to capture clean, clear audio, especially anyone speaking on camera, during your shoot. The two best option are a shotgun or “boom” mic, which is mounted on a long pole and held directly over the subject’s head— or a lavalier mic, which can be directly attached to your subject’s clothing.
Taking advantage of surplus content
There are several ways to use any media left from your video shoot to spread your marketing content across more channels. Look to your customers and consider how they consume content. Identify the types that will be most beneficial to them and start there.
More than 90% of customers would like to see more video content from brands and businesses. (Forbes)
Here are a few ideas to help you get started:
- Post short behind-the-scenes clips to your social media channels to drive viewers to your website for the full-length video
- Capture vertical shots to create Instagram Stories
- Generate Google display ads and other social media advertising
- Pair audio with extra footage to create short (:06) bumpers for radio and television sponsorships and other promotional tie-ins
- Produce pre-roll and between-roll YouTube ads
- Create sidebar promos for your website
- Create sidebar ads for trade sites in your industry
- Include b-roll with press releases to news outlets for use as a backdrop for television news stories
- Use footage for event and trade show presentations
- Include media in e-newsletter campaigns
- Use archived footage to commemorate business milestones and incorporate into public relations campaigns.
As you can see, there are many ways to use extra elements gathered during your video shoot to promote your business.
In closing, make sure that your business objectives and the purpose of your video remain at the forefront throughout the process. Capturing additional media elements should in no way interfere with the focus your shoot. You can put any unused footage to good use after the production of your video is complete.
Here are a few final things to keep in mind. To extend the shelf life of your media, wear classic-style clothing on the day of filming. Also, avoid props like signage and calendars that date your footage. Finally, always communicate with your team throughout the process so that everyone is on the same page.
According to Forbes, more than half of consumers say watching a video makes them more likely to buy. Don’t miss this marketing opportunity for your business. With the information we’ve covered, you’ll be a pro!
Let’s look at the most popular types of video used in marketing today and talk about which type to use to deliver the most impact for your business.