Radio and magazine ads have lost their impact compared to digital marketing strategies. Even online, there’s so much advertising that publishing engaging content is essential. That’s why video is so important. While it can entertain and inform, it also has to reflect well on your business. Here are some tips for producing professional-quality videos even if you don’t have a lot of experience.

Define Your Goal

You first have to ask yourself what it is you hope to accomplish from your video. Are you looking to sell, to educate, to spur conversation and drive interest? Whatever the purpose of the video is, you have to brainstorm for some fresh ideas that let you achieve that goal while staying true to your brand and your company mission. With video, you have to concern yourself with not just the message, but how that message will work visually.

Create Compelling Scripts

Even if you feel you have a great idea and a visually stunning style, script out what will take place in the video. For video length, 56 percent are less than three minutes long, but they should still be scripted. Everything that happens must be planned. “Winging it” usually means wasting time until you luck upon something that works, so plan in advance. That includes every aspect of the project, such as visual and audio backdrops, camera angles, objects, right down to every word of the dialogue or captioning that takes place. Remember that it has to keep the viewer’s attention. And be sure to end with a CTA (call-to-action) just as you would with text so the viewer knows what to do next.

Think Quality

Invest what you can afford with a good high-resolution camera and video editing software. If your work looks amateurish, you won’t hook your audience. Explore the nuances your software can provide. For instance, colorization can be improved with color grading LUTs, which provide modifiers for the original image to achieve the result you want.

What to Avoid

Some common mistakes made by video newcomers include focusing so much on the imagery that audio quality suffers. Another is a poor choice of “actors”. Don’t cast anybody as your spokesperson who doesn’t seem comfortable and engaging. Perhaps most importantly, don’t use anybody else’s copyrighted images or music, or you could wind up being sued.

Creating a good video on your own doesn’t have to cost thousands of dollars or involve a steep learning curve. It just takes a little imagination, a good script, and attention to detail.

Author: Dixie Somers

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