The inspiration for this post started when Steve Rucinski of Small Business CEO pointed his readers to an article about making a web video to promote your business. He linked out to an article on Get Entrepreneurial about five quick tips for making a better video, written by Lou Bortone.
Lou’s tips are basic and yet critically important to producing a professional-looking video on a shoestring. I liked his first tip about video backgrounds — in video and in still photography our focus is on the image at hand and we forget to check out the background. Consequently, we could end up with a picture that appears to have a flag pole growing out of the top of our head, or as Lou cautions — a close-up of our taste in art (not necessarily everyone’s favorite).
But I wanted more. I wanted to know HOW to create a video. I discovered that Lou has created a Guide at Work.com about Guide to Producing a Video Blog.
In his how-to Guide he gets into more detail about the fundamentals of creating and uploading video to your blog; offering sites and tools that will make the process easier.
Along with offering training and how-tos for video, he offers the following suggestions for the use of a video blog (vlog):
- Provide in-house training videos for staff or new hires.
- Share footage of company events or milestones.
- Create virtual tours for real estate or travel sites.
- Produce executive biographies or video “press releases.”
- Send out video postcards via e-mail or include in your e-newsletter
Then I found an article by Hal Landen that offers 10 tips for producing a business video. His tips are more for those creating a polished professional product, rather than the do-it-yourself video uploaded to YouTube. But his comments about creating a script and identifying your target audience are right-on.
Since the audience is the only reason to make a marketing video, it’s quite important to define the target audience including their concerns and aspirations. Then list a few main benefits — show how your client’s company can solve problems, save money, or improve the lives of this target audience. Every element in the video must build on these benefits rather than merely describing the features of a product or service.
And what about the online home of millions of videos, YouTube? A video by Tim Carter covers how to make a video — from writing the script, to using props to occupy your hands, to head movements. to your energy level.
Finally, if you are looking for specific how-to information about cameras, lighting, editing and even what color clothing to wear in videos, check out Jim Kukral’s Online Video Toolkit. It requires free registration, but you get access to a microsite with 10 different videos covering technical aspects of creating your own video to put online.
Have you created video for the web? If so, do you have any favorite resources to share?