Those of you who follow us know that we are making a big push into web video. As video delivery has become affordable for everyone, deploying video should be part of any Ecommerce company’s marketing mix.
But delivery is easier said than done. The Old Spice guy makes it look so easy. But try turning on the camera, looking into the lens, and you might find you are overcome by a case of incurable silence.
Here are some tips to get you over the initial challenges of web video creation.
1. Set up your studio. There is no question that professional video equipment and expertise will yield the best results. But with a minimal investment you can get started. Even a low-cost digital video camera, iphone, or flip camera can product reasonable results. Halogen shop lights can get you going for a minimal investment. You can even create a poor man’s green-screen for under $50. In short, don’t let the lack of professional equipment slow you down.
2. Keep it short. Plan your video to be 2-3 minutes. In other words, focus on one simple idea. If the topic you want to discuss is going to be lengthy, think about ways that you can break it up.
3. Write a script. Unless you have the improvisational gifts of Tina Fey, you should write a script for your video. For a 2-3 minute video, a script can be quite short: 1-2 pages should do it. As you get more experienced in front of the camera, you will be able to rely less on the script and start winging it. But for your first effort, your script will be an important aide.
4. Make a simple storyboard. A storyboard is a visual representation of the scenes of your movic. If your entire video will consist of you talking, then the storyboard might be an unnecessary exercise. But, assuming you have at least minimal video editing skills, you will do well to include other images beyond your smiling face. Perhaps you can include screen shots of computer-generated illustrations or examples. Or, you can insert demonstration images of your product. To the extent you can back up your words with visual images, your video will become more effective.
5. Put together your supporting materials. Once you have conceived of your video’s content, you might have a little work to do as far as setting up a simple shot of your product or creating some computer-generated images. If you don’t possess these skills, then go back to a basic plan of creating a simple video of yourself talking passionately about your products or services.
6. Remember the point. Before you launch into production, take an objective look at your script and make sure that the video flows toward a conclusion that will lead the viewer where you want them to go. If you are pitching your product or service, be sure that you are finishing with a strong call-to-action and compelling case for the viewer to take the additional step of visiting your website or contacting you. If your goal is to have the viewer visit your site, be sure to end with a slide showing your website info. If creating such a slide is beyond your technical abilities, don’t despair – you can verbally remind people to visit your site!
7. Practice your script. Now that you have put together your content, go ahead and practice your routine a few times. If you have never been in front of the camera, you might need a little bit of time to loosen up and start feeling comfortable. Reading your script is perfectly ok, however, to the extent you can be animated and passionate about your subject matter, you will be successful in communicating with your audience.
8. Create a simple teleprompter. The hardest part about doing your initial videos is suffering through the moments where you blank out or stumble on your words, and then sink into paralysis. Whether you use a whiteboard, a large sheet of paper, or make use of teleprompter software on your computer screen, it will help to have your script, or at least bullet points, in plain sight, so you can make it through your material without stumbling.
9. Film it. The moment of truth is when you hit the record button on your camera and start talking. Be prepared to do several run-throughs. When most people view themselves on video for the first time, they are not happy with what they see. Even if you get stuck, keep on going. Your first video does not need to be perfect.
10. Publish it. The editing and publishing process can be as simple as connecting your Flip camera and downloading directly to YouTube. This post is not intended to be a step-by-step editing how-to, but a simple title slide inserted before your video could be sufficient to get you going.
Remember that YouTube has a private publishing feature. So you can get your video out on the web without unleashing it to the public. Be bold! With a little experimentation you likely will find you can add some compelling video content to your website and promote your products or services with conviction.
