Despite the ever-growing popularity of social video content being consumed online, and the benefits it holds for brands, some companies have yet to take advantage of this powerfully simple technology.
They are considered part of the late majority (according to The 5 Customer Segments of Technology Adoption) when it comes to adopting video as part of a content strategy. This should come as no surprise as creating video still seems to be one of those scary, daunting tasks.
Questions such as, “Where do I begin?” or “How do I get started?” are still fairly common. Even more so, fears about being in front of the camera seem to hold most people back from even getting started.
The truth is… it’s not as painful as it seems. For most people, taking the first step is the most difficult. Afterward, you’ll find that deciding what type of video to produce and writing the script (if you even need one) were the most difficult part.
In order to get started creating engaging videos for your brand, take small steps to get accustomed to the process.
Here are three steps with a low barrier to entry that will help you get started:
1. USE YOUR IPHONE TO CREATE VIDEOS
While I’m sure that Samsung and other phones take quality video, I’m not familiar with those devices or the available apps. So for the purpose of writing this piece, we’ll stick with iPhones. iPhones built-in cameras are superior to some of the DSLR cameras of yesterday, so any concerns about image quality shouldn’t be a factor.
Shooting with an iPhone is as simple as hitting record. However, there are some best practices and tools that can make the finished product better than you can imagine.
Follow these basic iPhone shooting best practices:
- Frame shots in thirds. Position the subject (or yourself) in no more than 2/3 of the screen space, especially if you have a creative background that would make the video aesthetically more appealing; but keep in mind that the focal point of the video should remain on the main subject.
Image Courtesy of Rocket Productions
- Leave some headroom so the subject is not cut off. An adequate amount of screen space should be left above the subject (unless this is the intended effect).
- Shooting against a green screen or white background should be done with plenty of light against the backdrop to prevent shadows.
- Make sure the subject is well lit, either with natural light, fluorescent or LED light, or a combination of both.
Here are a few recommended tools to make your iPhone videos look and sound even better:
- Lens adapters allow you to capture wide-angle and close-up footage just like some DSLRs.
Image Courtesy of Apple
- Table tripods and selfie-sticks provide image stabilization and allow for filming at a further distance from the camera.
Image Courtesy of Apple
- Microphone attachments enable you to get great audio and eliminate surrounding background noise.
Use these iPhone best practices and accessories to start creating engaging videos for your brand.
2. EDIT YOUR VIDEOS USING THE SPLICE VIDEO EDITING APP
Now that you’ve captured your footage, you’ll want to make sure your video looks it’s best. This is where editing comes in. It may sound difficult but it’s easier than it appears. And hey… there’s an app for that!
Introducing Splice, available in the Apple App Store. Splice enables you to trim and crop your video, add titles, transitions, and background music, all from a simple interface. You can even incorporate photos.
Image Courtesy of GoPro
So much editing power in one easy to use app, what else can you ask for? Now you’re ready to “go live”.
3. UPLOAD TO WISTIA TO TRACK RESULTS
Creating videos should become a part of your ongoing content strategy. However, getting the most out of your efforts can only be realized if you have a clear understanding of which videos are getting the best results.
In order to understand how viewers are interacting with your video content, it is necessary to track the clicks, views, and downloads.
Wistia, a video hosting and analytics platform, allows you to get a snapshot of your audience from different angles. You can view heat maps to see which areas of the videos were watched the most (per viewer), and how frequently they were replayed.
In addition, Audience page stats provide lead information including location, IP address, and in some instances, viewers’ email addresses.
Image Courtesy of Wistia
These powerful analytics not only show you how your video is performing but also reveal which areas of your video are driving the most viewer engagement.
Leverage this information when creating future videos to ensure you’re reaching users where they’re most engaged.
Hopefully, now you can see just how easy it is to create videos for your brand that your audience loves.
So grab your iPhone, attach a few accessories to create the best video possible, follow shooting best practices to give it that pro look, spice it up with the Splice editing app to add that extra bit of flavor, and upload it to Wistia to track engagement.
If you’re ahead of the game or just simply don’t want to tackle video on your own, check out our post 4 Essential Questions Every Video Production Company Should Ask before you consider hiring a professional.
Also published on Medium.