In an earlier post, The Four Commandments of Shooting Effective Video, we discussed the importance of lighting, sound, background and traffic.  In this post, we’ll cover four more tips that will make you a better videographer and free you to do more (and more adventurous) videos for your business.  In this post we’ll cover basic elements of wardrobe, framing, recording and review.

Wardrobe – This is simple. The day before your shoot, tell your subject(s) to wear solid colors and avoid stripes and other designs that create harsh lines.  Lines, stripes and complex patterns can cause distortion when your video is being encoded and it can distract viewers.

Framing – Proper framing makes it much easier for a viewer to follow along with the video.  You should be aware of headroom, how much room is above the head of the subject and the edge of the video frame, and angle, which can be off-camera and direct-to-camera.  Below are some examples to help you understand the differences.

Here are some examples that illustrate the concepts described above:

Recording – When recording, you may have the option on your camera to record in full HD 1080P video.  For many videos this may be overkill.  If you’re using the Kodak Zi8 or similar camera, you can set the quality setting at 720P 30FPS (FPS= Frames Per Second). This still offers high-quality recording without requiring too much storage and increasing upload times (higher quality takes more storage space and can take longer to upload from the camera).  If you’re adventurous and are using a higher-end camera, it can’t hurt to shoot in higher quality, but be sure to monitor your on-camera storage so you don’t run out of space in mid shoot!

Review – Before your subject leaves and you pack up, take a few minutes to review some of the footage you just captured. Does the lighting look okay? Is the audio clear? Although spot reviewing your footage can’t discover all possible glitches, it can save you from discovering a complete wash-out later. A few minutes invested onsite can avoid an entire re-shoot later.

These tips are basic, for sure, but our objective is to get you started, not help you win film festivals. As you get more comfortable with shooting video you may experiment with higher-end equipment, remote lighting and more elaborate shooting techniques. Hopefully by then we’ll have posted some experts tips to help you on your journey to the next level.

Good luck!

Cecil B. DeMille was famous for flamboyant productions such as the Ten Commandments, with lavish sets that almost outshined the actors (which, in some cases, was actually his objective). How much of Cecil B. DeMille’s flamboyance should you bring into your productions? Let’s just say that in most cases less is more. In fact, if you’re just getting started, we suggest that you focus on the fundamentals of lighting, sound, background and traffic control. We’ll call these our “Four Commandments,” in honor of Mr. DeMille.

Lighting – Look for a location with good lighting that can be placed in front of the subject. If the subject is up against a wall, for example, be sure the room has more than one overhead light to avoid harsh shadows. Windows can bring in ambient light, but be sure the subject is facing the window to avoid the issue below (TIP: the brighter it is behind the subject the more light you’ll need in front).

Sound – New videographers ignore best practices for sound at their own peril. There’s nothing worse than getting home and discovering that your footage is marred by whirring, whooshing or extraneous voices you didn’t hear onsite. A little extra time in advance of shooting, however, goes a long way. If you’re in a quiet room without any echo, you may be able to get away with using the microphone built into the camera. Rather than take any chances, however, it’s better to have an external microphone on hand.  A lavalier microphone easily clips onto your subject and connects to your camera (be sure you have enough cord!). Ideally, the microphone should be 1-3 inches from the center of the chest.  Hide the cables by clipping them onto ties, button down shirts and jackets.

Backgrounds – Less is often more with your background. A cluttered background can distract the viewer and make your video seem amateurish. Removing the clutter, such as in the right-hand image below, immediately gives your video a more polished look. Note how the left-hand image has lines going through the subject’s head and reveals clutter behind. This is an easy fix by simply taking an extra minute to frame your subject through the viewfinder.

Traffic – Even seasoned videographers avoid high-traffic areas for video shoots. Your best bet is a conference room or office where you can shut the door.  It’s also a good idea to prepare signs saying “video shoot in progress” and, if possible, distribute an email to your company letting them know you’ll be filming.  And don’t forget about people and noises outside any windows. A bus going by or loud laughter in an office next door can ruin a “perfect take.” Be sure to anticipate all distractions and make plans to avoid them before you start.

Cecil B. DeMille was judged by his colorful sets and how well he could direct “a cast of thousands.” You’ll only be judged on how clearly your subject’s message is received by the viewer. By following these four commandments for lighting, sound, background and traffic, you may not win an Academy Award, but you will produce video that converts potential leads online.

Image Courtesy of djcodrin

In his recent USA Today column for small business, Steve Strauss suggests that “maximizing your web presence is key to building your small business.” We couldn’t agree more.  We especially like Steve’s point that “video is probably the top Web 2.0 tool out there right now.” He points out that if you have video on your homepage, upwards of 80% of your visitors will click on it first.

Steve isn’t talking to Fortune 1000 businesses here; instead he’s providing advice to small businesses looking for an edge. So, if you could get a video up on your web page in less than one day, for less than $500 (assuming you already have a decent camera), would you consider it? Of course you would.  Especially if that video – the first thing eight out of every ten visitors will click on – was proven to convert better than text alone.

Still not convinced? Here’s how you might get started.  Let’s say you’re an accountant and this season has been slow. Perhaps more people are doing their own taxes. You take your handy Cisco Flip Camera, place it on your desk (it will stay up, trust us) and you push play (one red button), covering your key points (you spent 30 minutes earlier today creating these).  “Hello, I’m John and I know many of you have put off tax preparation until the last minute….I have some good news…we have people standing by to help…please click on the button to my right if you’d like us to get started on your return within 24 hours and guarantee that it is filed before the IRS deadline.”

To stay with the simple theme, let’s say that because time is running out, you decide to do a simple email campaign. You add your newly created video into your HTML email, select your current mailing list and hit send.  Now, within minutes, you can see that potential tax filers are accessing your video. You’ve created a personal connection and made a clear appeal (I’ll get started within 24 hours) that is driving people to your offer.

The following example is simple, but it underscores how easy and cost-effective video creation can be. As you become more experienced, you’ll likely experiment more, but it’s unlikely you’ll need much more than your honest appeal to customers or clients, your simple, but compelling offer and a means to distribute or promote your campaign.

So go head and give it a try. Use it for new products, upcoming events or special offers.  And be sure to let us know how many new prospects you convert with video.

Once you’ve shot your video, you’re probably anxious about the next “hurdle,” editing it. But it doesn’t need to be a hurdle at all. In fact, unless you’re submitting the video to the Sundance Film Festival, too much fussing is not only unnecessary, it can also distract potential leads from your core message.

For most business-oriented video, you’re better off with simpler formats, basic editing software and a few best practices. Even if your boss’s kid is home from USC’s Film School, resist the temptation to add unnecessary complexity, and instead focus on the message and the messenger.

If you’re just getting started with your video initiative, here are three tips to help you avoid overkill and get started successfully and (relatively) pain free:

Garbage in=garbage out. Every editor has a story about being handed disjointed raw video and being asked to transform it into a great finished piece. Sure, the best editors can perform miracles, but the cost and time required is too steep. A script template (how to promote an upcoming webinar, for example) can help you produce clear, concise footage from the camera that requires very little post production. Planning in advance will save you editing time later.

Let the camera be your guide. There was a time when generating high-quality footage required expensive equipment. And even then much work was necessary in post production to correct lighting and audio problems. Today, many easy-to-use HD cameras are on the market that can deliver excellent results with little practice. In most cases, you can upload the video and prepare it for your email campaign or website with very little post production.

A picture is worth a thousand words. Although many finished video pieces require only a little extra editing, sometimes a bit more work can increase impact. Software programs such as Camtasia, Jing and Animoto can help you easily add static images and screen captures to your finished video for a more professional look. You’d be okay without them, but they’re so easy to use you might as well give them a shot.

There are certainly other tips that will help your videos get better over time, but these three are a great starting point. If you think before you shoot, shoot with a good HD camera and take advantage of inexpensive, easy-to-use software to add a professional look, you’ll be producing conversion-worthy video is less than one day.

To read about other tips for using video to convert online visitors to leads, please download our eBook, Best Practices for Using Video to Convert Visitors to Leads, here.

And be sure to come back to our blog for more tips and tricks.

Conventional wisdom has been that smooth and polished talent in videos is critical to success. This has kept many businesses from getting started with video since talent can be expensive. It has also set a high bar for finished video that prevents many others from tapping their own employees for video. The game is changing, however, and today we know that prospects actually relate more to displays of genuine passion and expressions of real knowledge than they do to acting precision. In fact, suspicion that you’re being pitched by an actor can be a real turn-off.

Another mistake businesses often make is to train an executive – perhaps the CEO – to be the official spokesperson even though that individual may be further removed from the product and the customer. If the CEO is hands-on and brings genuine product passion, that’s great. But putting them in front of customers in a launch video just because they’ll “stay on message” may sacrifice authenticity and decrease conversion. The key question isn’t whether the most senior person is available, but who can best convey passion, knowledge and a customer connection. A modicum of video experience/talent is, of course, important too.

While there is nothing wrong with putting compelling executives on camera, don’t simply go to them by default. Here are three things to consider as you source video talent within your organization:

Who has experience on camera or working with video? This doesn’t mean that experience trumps passion or knowledge, only that it will make your life easier if the person is somewhat comfortable in front of the camera.

Who has expressed interest in getting involved? The camera loves natural enthusiasm and desire. If you have outgoing staff who want to be part of your video initiative, embrace them.

Who is most closely connected to what we’re trying to communicate? Surprisingly, people with genuine passion see beyond the camera and, in effect, speak directly to the target audience. This is great when it happens. Don’t presume a person in your organization won’t be effective until you seen them riff on something about which they care deeply.

There may be more than one talented video subject within the walls of your organization. Don’t be afraid to look beyond the obvious, however, because the right balance of natural video skills and passion may exist within people you least expect. Perhaps the only way to know is to get out there with a camera and check it out.

To read about other tips for using video to convert online visitors to leads, please download our eBook, Best Practices for Using Video to Convert Visitors to Leads, here.

And be sure to come back to our blog for more tips and tricks.