Video is an effective, engaging and powerful marketing medium. You can use videos on your social channels and YouTube, as well as on your agency website. According to Hubspot, online video consumption has greatly increased during the COVID-19 pandemic, with video marketing usage and spends increasing slightly during 2020. And even more growth is predicted for 2021.
If you’re worried you don’t have what it takes to make a video to promote your business, know that not all videos need to be professionally shot. You can create a high-quality video using your smartphone or laptop. Many people feel a bit intimidated about filming themselves, but you won’t have to if you follow these tips.
Video topics. Create videos to inform, interest and entertain your clients. You can film short informational spots about various product lines you carry, insurance FAQs, safety tips or instructions for filing claims. You can also make local, brand-building videos that highlight the mission, values and history of your company. Behind-the-scenes and “meet the staff” content can help potential customers feel more familiar and comfortable with your business before they ever set foot in your office. If you have any charitable involvement, use a video to bring attention to a worthy cause. And don’t forget videos to promote contests and giveaways.
Shot composition. Place your device at eye level, even if you have to elevate it or use a tripod. If you’re recording on a phone, orient it in landscape mode (horizontally). Sit or stand at the center of the screen. Frame yourself from mid-chest to the top of your head. Situate yourself so that there’s about the width of your hand from the top of your head to the top of the screen.
Lighting. Avoid harsh overhead light or strong backlighting (close your curtains or blinds if the window is behind you). Natural light or a shaded lamp in front of you or to the side is best. Make sure you turn off ceiling fans to avoid creating a jarring strobe effect.
Frame rate. Record in the highest resolution possible on your device, whether that’s 1080p or 4K. Most smartphones give you the option to set your frame rate at 30 or 60 frames per second (fps). What you see in movies is closer to 30 fps, while 60 fps looks more realistic (some describe this as the “soap opera” effect). Do a test at each setting and see which you prefer.
Sound. Find a quiet room without too much echo. Use an external microphone for better recording quality, if possible. A carpeted room with drapes can help deaden the acoustics for higher quality audio. Speak slowly and clearly and put your phone in do not disturb mode.
Clothing and background. Pick a pleasing background for your video that’s professional, and not too busy. Make sure nothing too personal is visible behind you, or anything that may be considered controversial. Avoid busy wardrobe patterns and colors that clash with your surroundings. Simple and neutral is best.
Scripting. You can write out a complete script word for word or rely on bullets or notes. Ideally, most people will do best with something between reading notes verbatim and winging it for a natural, but professional delivery.
Editing your video. Video editing software is preinstalled on most smartphones and computers. Or you can hire a video editor through freelance sites like Upwork or Fiverr. Start your video by showing your logo and business name in static form or as an animation (known as a logo sting). At the end of your video, provide your contact information and a link to your website.
Final tip. Do a test of your lighting and sound quality before you attempt to shoot a longer video — and don’t forget to smile
Tell Your Story
While the corporate office creates awareness for the brand, only you can tell your franchise’s unique story. And this makes you the best spokesperson to promote your business locally. Video is one of the most effective and engaging ways to do that and it’s easier than ever before, so grab your phone and hit record.