The Complete Guide to Video Marketing for Businesses in 2019
What Is Video Marketing?
If you’re new to online video marketing and you need an updated video marketing definition, we’re here to help. Our video team stays updated on video marketing traits and examples to ensure we are offering our consumers with excessive exceptional and effective videos for their websites, social media channels, and digital platforms.
Brands need a video marketing strategy — this idea isn’t new. What has modified is how essential video has grown to be on every platform and channel.
It’s no longer simply one piece of your ordinary advertising plan. It’s central to your outreach and marketing campaign efforts … especially your social strategy.
Video has in reality dominated social. According to a recent HubSpot Research report, four of the pinnacle six channels on which international consumers watch a video are social channels. In addition, a Facebook executive these days anticipated that the platform will be all video in much less than 5 years.
Why is this important? Well, if you aren’t growing video, you’re likely falling behind. But, don’t fret. For most videos, the greater easy and uncooked it is, the more real the content appears … and that’s what honestly matters to your audience.
Better yet, video manufacturing is greater price advantageous than ever — you can shoot in a high-quality, 4K video with your smartphone.
So … video is more cost-effective and less difficult than ever. But, between digital camera equipment to lights to modifying software, the subject of video advertising can nevertheless appear distinctly complicated. That’s why we compiled this guide.
Continue studying examine the whole lot you need to know about video marketing, or use the hyperlinks below to leap to a specific section.
Why You Need to Focus on Video Marketing in 2019
2016 noticed a surge in the reputation of video as a content advertising format. 2017 saw video upward push to the top of your marketing tactic list.
What has 2018 seen? In short, 2018 has modified a video from a singular advertising tactic to a wholly commercial enterprise strategy.
Video as a tactic used to be probably centralized with your innovative group as a one-to-many attention play, with a lot of centre of attention on high-priced production and little evaluation to show for it.
Video as an approach is pretty the opposite. It’s produced via all teams, in a conversational, actionable, and measurable way. Video as a strategy in the future.
According to a document from HubSpot Research, greater than 50% of customers want to see videos from manufacturers … more than any different type of content.
Video is beneficial for extra than entertainment, too. Video on touchdown pages is capable of growing conversion rates by way of 80%, and the mere mention of the word “video” in your electronic mail situation line will increase open rates with the aid of 19%. 90% of clients also say movies help them make buying decisions.
VIDEO MARKETING STATS: WHY YOU NEED TO START USING VIDEO [INFOGRAPHIC]
But the video hasn’t solely transformed how companies market and shoppers shop; it’s additionally revolutionized how salespeople connect with and convert potentialities and how provider teams guide and satisfaction customers. In short, video is exceedingly beneficial during the complete flywheel — no longer just to heighten brand awareness.
Video can be a versatile tool for salespeople during the whole customer buying journey, and it can do a lot greater than expand engagement. Backend analytics additionally assist salespeople to qualify and prioritize cold or unresponsive leads.
The selections are also limitless for carrier teams — onboarding videos, knowledge-based videos, meet the crew videos, help video calls, and consumer testimonies are simply a few approaches that video can create an extra thorough, personalized consumer assist experience.
Lastly, 2018 has added about a penchant for the authentic and raw. According to HubSpot Research, shoppers and customers without a doubt decide on lower quality, “authentic” video over an outstanding video that appears synthetic and inauthentic. What does this imply for you? That video is within attained for agencies of actually any size — team and budget, alike.
The 12 Types of Marketing Videos
Before you begin filming, you first want to determine the type of video(s) you favour to create. Check out this listing to higher understand your options.
1. Demo Videos
Demo videos exhibit how your product works — whether that’s taking viewers on a tour of your software and how it can be used or unboxing and placing a bodily product to the test.
Brand videos are generally created as a section of a larger advertising and marketing campaign, showcasing the company’s high-level vision, mission, or products and services. The intention of creating videos is to construct awareness around your organization and to intrigue and appeal to your target audience.
3. Event Videos
Is your business hosting a conference, spherical table discussion, fundraiser, or another type of event? Produce a spotlight reel or launch interesting interviews and displays from the gathering.
4. Expert Interviews
Capturing interviews with interior specialists or thought leaders in your industry is a superb way to build have confidence and authority with your goal audience. Find the influencers in your enterprise — whether they share your point-of-view or not — get these discussions in front of your audience.
5. Educational or How-To Videos
Instructional videos can be used to educate your target audience something new or build the foundational information they’ll want to higher understand your enterprise and solutions. These movies can additionally be used with the aid of your sales and provider teams as they work with customers.
6. Explainer Videos
This type of video is used to assist your audience better understand why they need your product or service. Many explainer videos focus on a fictional ride of the company’s core customer persona who is struggling with a problem. This man or woman overcomes the issue by adopting or shopping for the business’s solution.
7. Animated Videos
Animated videos can be a wonderful layout for hard-to-grasp concepts that want sturdy visuals or to provide an explanation for a summary provider or product. For example, we created the following video to promote a key (intangible) theme from the 2017 State of Inbound report.
8. Case Study and Customer Testimonial Videos
Your prospects want to know that your product can (and will) solve their particular problem. One of the great methods proves this is by way of creating case study videos that feature your satisfied, loyal customers. These people are you’re fine advocates. Get them on-camera describing their challenges and how your company helped solve them.
9. Live Videos
Live video gives your viewers a special, behind-the-scenes look at your company. It also attracts longer streams and greater engagement costs — viewers spend up to 8.1x longer with live video than with video-on-demand. Live-stream interviews, presentations, and events, and motivate viewers to remark with questions.
10. 360° & Virtual Reality (VR) Videos
With 360° videos, viewers “scroll” round to see content material from every perspective — as if they were bodily standing inside the content. This spherical video style permits viewers to ride a vicinity or event, such as exploring Antarctica or assembly a hammerhead shark. VR permits viewers to navigate and manage their experience. These videos are normally seen thru devices such as Oculus Rift or Google Cardboard.
11. Augmented Reality (AR) Videos
In this style video, a digital layer is added to what you are currently viewing in the world. For example, You can point your phone’s digicam at your residing room and AR would enable you to see how a sofa would look in the space. The IKEA Place app is an extraordinary example of this.
12. Personalized Messages
Video can be a creative way to proceed with a conversation or respond to anyone by using email or text. Use HubSpot Video or Loom to record yourself recapping an important meeting or giving personalised recommendations. These movies create a delightful, special moment for your potentialities and can drive them in addition down the purchase journey.
The Video Production Process
Before you set up, record, or edit anything, begin with a conversation about the reason of your video. Why? Every selection made all through the video introduction technique will point returned to your video’s motive and what motion you’d like your target audience to complete after observing it.
And, of course, except a clear purpose agreed upon with the aid of your team, you’ll discover yourself in a whirlwind of re-shooting, re-framing, enhancing … and losing a lot of precious time.
There are generally a lot of players when making a video. How can you ensure they’re all aligned?
Create a questionnaire using Google Forms or SurveyMonkey and ignore it alongside the stakeholders of the project. This way, you can ask the identical questions of absolutely everyone and mixture your answers in one place.
Who’s your target audience? What customer persona are you targeting? This may be a segment of your company’s ordinary buyer persona.
What’s the goal? Is it to extend company awareness? Sell more match tickets? Launch a new product? Ultimately, what do you choose your target audience to do after gazing the video?
Where’s the video going to live? On Facebook? Behind a touchdown page form? You ought to start with one goal area — where you be aware of your target audience will find out the video — before repurposing it for different channels.
When’s it due? Always start with a timeline. A video on which you have a few months to work will have very special finances and innovative scope than a video needed in a few days.
What’s the budget? Video can be expensive, however, it doesn’t have to be … if you set a budget. Do your research and set sensible parameters, mainly earlier than you reply to the next question.
What are the creative requirements? With your budget, skills, and sources in mind, assume about the innovative roadblocks that may arise. Do you want a designer to create lower 0.33 graphics? Are you going to create an animated video or a live motion video?
What will represent success for the video? Choose a number of key overall performance warning signs that correspond with your video goals — or hop down to the chapter in this guide on measuring and examining the video.
Step 1: Scripting Your Video
There are a time and area for movies to be off-the-cuff and totally unscripted. You have tear-jerking documentaries, vlogging rants, and, of course, the holy grail: cat videos.
That being said, most business videos need a script.
If you skip this step, you’ll discover your self-editing greater than you want to, releasing a video longer than it ought to be, and likely losing your target market along the way.
Start writing your script the way you would begin a weblog post — with an outline. List out your key factors and order them logically.
Do all of your draftings in Google Docs to promote collaboration and real-time commenting. Use the “Insert > Table” feature to undertake one of television’s ordinary script writing practices: the two-column script. Write your audio (script) in the left column and insert matching visual ideas in the proper column.
Don’t make the viewer wait until the last seconds to understand the reason for your video … we promise they won’t stick around. Similar to a piece of journalistic writing, encompass a hook close to the establishment that states the cause of the video, specifically for instructional and explainer videos.
Notice, in our instance below, that we don’t let the audience get previous the second sentence except grasp what the video will be about.
As you commence creating videos, you’ll word a key difference between scripts and your regular enterprise blog publish — the language. Video language must be relaxed, clear, and conversational. Avoid the use of complex sentence buildings and eloquent clauses. Instead, connect with your target audience by using writing in first individual and the usage of visual language. Keep the language concise, but avoid jargon and buzzwords.
Following the “Little-Known Instagram Hacks” example, word how apart from the authentic weblog publish should be changed for video with the aid of the usage of much fewer phrases and relying on visuals.
Blog Post Version: “When someone tags you in an image or video on Instagram, it’s automatically added to your profile beneath “Photos of You,” except you opt to add tagged photos manually (see the subsequent tip). To see the posts you have been tagged in, go to your very own profile and click the person icon beneath your bio.”
Video Script: “The better your following gets, the extra people will tag you in their posts. You can locate all of these under the “Photos of You” tab on your profile.”
Most video scripts are quick … likely shorter than you think. Keep a script timer on hand to test your script size as you write and edit. For example, a 350-word script equates to a video that is almost 2 minutes long.
Words on paper sound a lot extraordinary than they do when reading out loud. That’s why we motivate organizing a desk examine of your script earlier than you begin filming. The factor of a desk study is to clean out the kinks of the script and nail down inflexion points.
Have a few humans (writer and Genius included) collect around a desk with their laptops and read the script more than one times through. If you by chance say a line distinctive than what the script prescribes, suppose about why and consider changing the language to make it sound greater natural.
Step 2: Understanding Your Camera(s)
Too often the fear and uncertainty of equipment continue agencies from attempting out video marketing. But studying to shoot video doesn’t have to be overwhelming.
It’s in all likelihood you have a great, easy-to-use digicam right in your pocket: your iPhone.
Shooting with Your iPhone
Before filming with your iPhone, make sure your gadget has adequate storage. Also, don’t forget to enable your iPhone’s Do Not Disturb feature to keep away from distracting notifications whilst filming.
Once you open the iPhone’s camera, flip your phone horizontally to create the first-class possible viewing experience. Then, go shut sufficient to your subject so you don’t have to use the zoom feature — it often makes the closing video seem to be pixelated and blurry.
Your iPhone might do a tremendous job of focusing on the challenge when you take photos when it comes to video, the camera will proceed to adjust and re-adjusting as you cross round the scene. To solve this problem, lock the publicity before you press record. Hold your finger down on the issue of the video until a yellow box seems with the words “AE/AF Lock”.
Shooting with Prosumer and Professional Cameras
While iPhones are terrific for filming on the fly or becoming acclimated with video, at some factor you may feel ready to graduate up to the subsequent model. With all the digital cameras on the market, there are a ton of options to pick from. Below we’ve identified a few alternatives to simplify your search.
The first choice you make will be between purchasing a “prosumer” digital camera and an expert Camera.
Prosumer cameras are considered the bridge between fundamental compact cameras and more advanced cameras. They’re perfect for anyone fascinated in developing greater video but wants the alternative to just press record. Most have a constant lens to maintain things simple.
Professional cameras, like DSLRs, Provide you with exceptional manage over the guide settings of capturing video and permit you to achieve the shallow depth of discipline (background out of focus) that human beings rave about. While they’re specifically used for photography, DSLRs are exceptionally small, work high-quality in low light situations, and pair with a large range of lenses — making them perfect for video. However, DSLRs do require some coaching (and extra purchases) of lenses.
Considering the price of a DSLR camera, research your picks and examine plenty of reviews. Top of the line options (from most expensive to least) includes the Sony Alpha a7SII, Nikon D810, and Canon EOS 5D Mark IV. For an extra good value option, check out the Canon EOS 7D Mark II, Canon 80D, Nikon d3300, or Canon EOS Rebel T6.
Understanding Your Camera’s Manual Settings
If you select a DSLR, there are a few settings you need to recognize before your first shoot: body rate, shutter speed, ISO, aperture, and colour balance. Definitely keep your digital camera nearby as you examine — guide settings can appear quite summary without testing them for yourself.
But earlier than we dive in, we prefer to stress that this is a high-level overview of every setting. If you locate yourself wanting more, dive in and do some of your personal research. There are masses to examine how to manipulate these settings and use them collectively to create exclusive looks.
Lastly, there will be a special approach for adjusting these settings primarily based on your unique camera. Always refer to your camera’s preparation manual.
As with video concepts, there are tons of customization options. The most fundamental customization alternative when it comes to body rate is capturing your video at 24 frames per 2nd (fps) or 30fps.
Video professionals frequently credit score 24fps with an extra “cinematic” look, while 30fps is more common, especially for movies that want to be projected or broadcasted. An excellent rule of thumb is to ask the end consumer of your video what his or her preferences are and shoot based on that. Then, be positive your resolution is at least 1920 x 1080 to maintain high-quality footage.
Once you’ve set your frame rate and decision in your camera’s settings, it’s time to decide your aperture, shutter speed, and ISO. Be positive to turn your camera to manual mode to manipulate these settings.
(While we’ll outline each of these individually, be aware of that these three variables are meant to work in tandem with every other. In fact, many photographers use the time period Exposure Triangle to describe how they relate to light and how it interacts with the camera.)
Aperture refers to the dimension of the opening in the lens. Like a human eye, a lens opens and closes to manage the amount of light reaching the sensor. Aperture is measured in what’s referred to as an f-stop. The smaller the f-stop number, the greater open the lens is, while a larger number ability the lens is greater closed.
What does aperture suggest for your video? When a lot of mild comes into the digicam (with a low f-stop number), you get a brighter photo and a shallow depth of field. This is awesome for when you prefer your situation to stand out in opposition to a background. When less mild comes into the digital camera (with a high f-stop number), you get what’s called deep depth of discipline and are able to preserve focus across a large element of your frame.
To recognize shutter speed, we first have to talk about photography. When taking a photo, shutter pace refers to the length of time the camera’s sensor is uncovered to light. Think of it as how rapidly or slowly the digital camera blinks.
If you’ve seen a flawlessly timed image of a hummingbird reputedly frozen in time, you’ve witnessed a very quick shutter speed. Meanwhile, a photograph of a rushing river with the water blurring together was once possibly taken with sluggish shutter speed.
Shutter speed is measured in seconds, or in most cases, fractions of seconds. The greater the denominator of the fraction is, the faster the shutter speed. So, 1/1000 would be faster than 1/30.
But what does shutter speed mean for video? We won’t go too deep into the science of shutter speed, however, to choose enough setting, you’ll have to do a little math. First, multiply your frame charge via 2. So if you’re capturing in 24fps, that would be forty-eight This range turns into the denominator of your shutter velocity fraction.
Since shutter velocity is solely accessible in a few increments, you’ll need to spherical 1/48 up to the next closest setting: 1/50. Here are some frequent shutter speeds and how to calculate them:
At 24fps, 24 x 2 = 48, equalling a shutter velocity of 1/50
At 30fps, 30 x 2 = 60, equalling a shutter velocity of 1/60
At 60fps, 60 x 2 = 120, equalling a shutter speed of 1/20
Remember, this system is just a guideline for choosing the shutter speed. Traditionalists stick to these calculations, but there’s always room to tweak shutter speed slightly to obtain a preferred effect. In the case of video, rules can be broken — as long as you have an accurate adequate reason.
Last in the Exposure Triangle is ISO. In digital photography and videography, ISO measures the camera sensor’s sensitivity to light. On your camera, you’ll see the settings referred to with numbers in the hundreds or hundreds (e.g. 200, 400, 800, 1600, etc).
The higher the number, the extra touchy your camera is to light … the decrease the number, the much less sensitive. ISO additionally influences the graininess of the image. Low ISOs produce a crisp shot, while excessive ISOs create a more noisy, grainy shot.
When choosing an ISO, reflect on consideration on the lighting. If your issue is well-lit (for example, if you had been outside), you can get by way of with a lower ISO, ideally around one hundred or 200. If you’re indoors in a low-light situation, you’ll want to bump up the ISO — just be cautious of how grainy it makes your shot.
This is where you can begin to see how the three elements of the Exposure Triangle work together. When you have a low-lit situation, for example, you may additionally select a lens that can shoot with a low f-stop to let extra light into the digital camera and keep away from making the shot too noisy with a high ISO.
If you’re simply beginning out with guide video settings, don’t be overwhelmed. Understanding the ins and outs of the Exposure Triangle takes time and a lot of practice. Here are two guidelines to beat the getting to know curve:
Start with photos. By switching your camera off video mode, you’ll be in a position to see the relationship between aperture, ISO, and shutter speed. Take a ton of images and exchange each setting incrementally. Over time, the numbers will be much less intimidating and switching between settings will make more feel — and grow to be simpler to apply to video.
Form a process. Every videographer has their personal method; however, we endorse setting your shutter velocity first in accordance with the math described above. Then modify aperture according to the depth of discipline you desire to create. Then, ISO. Finally, circle again to shutter velocity for any excellent adjustments.
While aperture, shutter speed, and ISO may additionally be the three essential pillars of manual photography and videography, there is a fourth piece of the puzzle that’s simply as important: white balance.
White balance tells your digicam the shade temperature of the surroundings you’re capturing in. Different types of mild have unique colours. For example, incandescent bulbs (like what many people put in a lamp) have a very heat colour. The florescent lights (if you’re studying this in an office, seem up) are a little bit cooler. Daylight is cooler yet. Before you commence shooting, you have to alter your camera’s white balance according to your setup.
The precise settings on your digital camera will rely on your model, however, there’s probable an auto option, a bunch of presets (daylight, cloudy, tungsten, etc.), and custom. Avoid auto white stability at all expenses and opt for a preset or customized instead. If you have a top-of-the-line DSLR, there can also also be a choice to manually set the colour temperature of the room, measured in Kelvin.
To help you understand the importance of putting your white balance, think about the distinction between these two photos. The environment is lit with yellow fluorescent lights. You can see how the gorgeous setting looks natural, while the daylight hours placing provides a blue tint to the scene.
Focus isn’t one of the key settings of shooting, but it’s absolutely important to preserve in mind. With a DSLR, you have the alternative to shoot with autofocus or guide focus. It relies upon on the camera and lens you have, however generally autofocus is not the most accurate.
Instead, flip your lens to guide focus. Use the (+) and (-) buttons to expand the viewfinder and go in shut to your subject’s face. Then, modify the focus on the lens. For shooting a stationary setup like an interview, make sure the subject’s eyelashes are in the center of attention — that way, you can be sure your pictures is clear and sharp.
Step 3: Setting Up a Studio
When you commence constructing your in-office studio, the purchases can add up quickly. Not only do you want a camera, however the extra you read, the more you recognise you want tripods, lights, microphones, and more.
Take a breath. With a little bit of know-how, building your studio doesn’t have to be overwhelming. There are masses of affordable picks and DIY hacks to make certain your videos look top-of-the-line.
Always shoot with a tripod. It must go except saying, but the handheld approach you use for your Snapchat story isn’t going to cut it. Tripods will make sure you maintain a constant shot and no longer wreck any high priced equipment in the process.
Tripods range exceptionally in price, and the first-class of your tripod must depend on the degree of camera and lens you have. If you’re capturing with your phone, you can get by using with a table mount like the Arkon Tripod Mount or a sizeable tripod like the Acuvar 50” Aluminum Tripod. For a DSLR, Manfrotto makes a range of truthful tripods beginning with the Manfrotto BeFree and increasing in satisfactory and charge from there.
Along with the tripod, inventory up on digicam batteries and SD cards. Recording video will purpose you to run through both a great deal quicker than taking photos.
If you’ve begun checking out your camera’s video capabilities, you’ve possibly observed that it has an interior microphone to record audio … don’t use it.
If you set up your digital camera at a lifelike distance from your subject, you’ll shortly research that the interior microphone isn’t effective adequate to thoroughly report audio. Instead, you should begin investing in a few portions of nice sound equipment.
When you’re taking pictures with your iPhone, there are a ton of microphone picks that are all effortless to use and decently cheap. For example, the Movo MA200 Omni-Directional iPhone microphone will provide you a plug-and-play answer for capturing audio on the fly.
Opinions fluctuate considerably amongst sound engineers on the first-rate technique and gear for recording audio with a DSLR. You’ve probably considered many videos that use a lavalier microphone — the small piece that clips below the collar of the talent’s shirt. Lavaliers come in both wired and wi-fi options. However, lavaliers can be a bit glaring each for the brain (who has to have a wire threaded down his or her shirt) and for the viewer (who has to see a microphone for the complete video).
Instead, if you comprehend you’re recording in a managed environment (like a conference room in your office) we endorse recording with a shotgun mic. They’re reliable, continue to be out of the shot, and report history noise in a herbal sounding way.
To create a shotgun mic set up in your workplace studio, you’ll need a shotgun mic like the Sennheiser ME66, a shotgun clip, mild stand, XLR cable, and Zoom H4N recorder. The Zoom recorder will permit you to document audio one at a time on an SD card and regulate the obtain for the environment you’re capturing in.
We admit these audio purchases may also sound like a lot. But a shotgun mic setup is worthwhile funding that will be closing for years. If you’re searching for a more low-priced solution, look into the Rode VideoMic that mounts on top of your DSLR and plugs proper into the camera body.
You have a camera. You have audio. Now, let’s talk about the lights.
To outfit your studio except breaking the bank, head over to your neighbourhood home enhancement store. Pick up extension cords and a few clamp lights with bulbs. You’ll additionally need three light stands, which are reachable on Amazon.
The traditional setup of video lights is regarded as three-point lighting. As you might guess, it involves three lights placed strategically around the subject, wrapping them in mild and creating attractive shadows on their face.
First, you’ll want a key light. Place this at a 45-degree angle to the left or proper of the subject. Lift the light above their head and aim it downwards. As the identify suggests, this is the key mild and must be brilliant sufficient that it could be the only mild in the scene … if it had to be.
Next, place the fill light at a 45-degree attitude on the different side and carry it shut to or simply above eye level. The purpose of the fill is to soften the shadows created by using the key, however without getting rid of them completely. Therefore, the fill must be dimmer than the key light. If you have to use the identical kind of light for both, scoot the fill again and diffuse it by using clipping a clear shower curtain onto the clamp light with clothespins.
Finally, the backlight will add a third layer of dimension. Scoot your concern away from the background. Lift a mild above the subject’s head and area it in the back of them and off to the facet so it’s out of the frame. The light needs to be aimed at the lower back of their head, developing a delicate rim of light and isolating them from the background.
Setting Up Your In-Office Studio
Now that you have all of your equipment, you’re eventually equipped to construct your office studio. While you should constantly seize a closet to keep your equipment in, let’s go a bit greater and declare a convention room.
By having a targeted studio, you’ll retailer loads of prep time for every shoot. Just make positive the convention room isn’t too empty. If you have to, carry in a couch, chairs, or blankets to reduce the echo in the room.
Speaking of sound, pay distinct interest to the hum of the air conditioning. Find a room with minimal noise or flip down the fan at some point of recording. Consider buying photography paper to create a background that’s a little extra appealing than a white convention room wall.
When it comes time to shoot, clear out pointless human beings from the room and turn off the overhead lights. With your three-point lights setup, there will be no need for those harsh fluorescents. When — and only when — everything is set up, name in your talent. There’s nothing worse than being nervous, and then having to anxiously watch as lights are becoming on and the digicam is tested.
Step 4: Preparing Your Talent
If you have experienced, confident actors in your company, you’re lucky. Video brain is an uncommon resource. But with a little bit of teaching (and a truthful share of fearful laughter), you can assist your teammates to thrive in front of the camera.
No depend if it’s your first video or your fiftieth, take note that getting in front of the digicam is scary. Schedule plenty of time and provide your intelligence with the script early — but make it clear they don’t need to memorize it.
Instead, vicinity a laptop computer beneath the eye-line of the camera. Break the script into short paragraphs and record it area via part until you seize a remarkable take of each. If you format in increase when the remaining video will exhibit b-roll (supplementary photos or screenshots), you can have your talent read these traces at once of the laptop computer like a voice-over.
During the shoot, your job goes past urgent record. First and foremost, you need to be a coach. Balance crucial remarks with support and be speedy to provide encouragement after every take. This is why conducting a desk read at some point of the scripting method is so important: It’s less difficult to provide comments when there’s not a digicam in the room. Remember, be a little silly throughout the shoot or your Genius will be on the area and uncomfortable — and it will exhibit in the footage.
But while you’re preserving the enjoyable level on set, continue to be vigilant. It’s your job to pay attention to the little things, like making positive all of the mics are on or noticing if the lighting changes. Record every area many times and have your Genius play with inflexions. When you suppose they’ve nailed the shot … get simply one more. At this point, your intelligence is already on a roll, and options will assist exceptionally in the course of editing.
Finally, circle lower back to the opening of the script at the end of your recording. Chances are your problem obtained more comfortable throughout the shoot. Since the establishment is frequently the most crucial section of the video, report that part once more when they’re feeling the most confident.
There are some movies that are clearly beautiful. It’s no longer the story or even the picturesque setting. In fact, the scene might take location in the dingiest of sets, however somehow each shot just feels right.
That’s the strength of composition. When objects show up the place they must in the frame, the nice of your video will increase exponentially.
For video, the rules of composition are comparable to what you might also have learned in a photography or artwork class. First, think about the rule of thirds — the idea that you can create an experience of balance by way of imagining the canvas with two horizontal strains and two vertical lines. Key elements take place at the intersection of these lines.
For example, if you are taking pictures of an interview or a how-to video, the subject’s eyes must align with the top horizontal line around one of the two intersections. For this “talking head” shot, you can also enhance your composition by leaving ample (but not too much) headroom. This is the empty space above the person’s head.
One of the first-class ways to improve the look of your video is to consist of b-roll. B-roll is the supplementary footage protected as a cutaway. This might include shots of a client service rep speak on a phone, a designer modifying your website, visuals of your office, or even screenshots of your product. The key with b-roll is to make positive every and each piece enhances the story.
When you’re amassing b-roll, include a combination of pictures from various angles and distances. In fact, movie gurus use extraordinary names to describe these variations.
Establishing shots: Wide shots that permit the viewer to see the whole scene. These are high-quality to use when introducing the scene at the opening of a video.
Medium shots: Tighter photographs that centre of attention on the situation or an element of the scene. Your traditional interview shot could be regarded as a medium shot.
Close-ups: Tightly cropped pictures zoomed in to show detail. These would possibly feature someone’s palms typing on a keyboard or pouring a cup of coffee.
As a practice, try telling a story with your b-roll and planning out a shot sequence. For example, your difficulty may open a door from the hallway, walk into their workplace space, take a seat down at their desk, open their laptop, and start typing. Seems simple, right? But a shot sequence displaying this 10-second state of affairs may consist of six or more one-of-a-kind b-roll clips.
Here’s where the remaining lesson of composition comes in: continuity. Continuity is the technique of combining photographs into a sequence so that they show up to have passed off at the same time and place. A key phase of continuity is making positive any ancillary objects in the scene — for example, a cup of water on a desk — stay in the equal location (and have the identical quantity of water) during all of the shots.
The different section of gaining knowledge of continuity is matched on the action. For the scene described above, you’d desire to report the subject opening the door and one foot in from each interior and outside the room. In post-production, you may want to then flip between the clips at the exact right time to make the cut seamless.
Photo Credit:Big League Film School
Step 5: Shooting for the Edit
When it comes to video, some are better at taking pictures whilst others are higher at editing. Whatever facet you claim, you should recognize the process and pain factors of each.
For instance, as the character in the back of the camera, you can also consider you gather adequate footage and ask all the right interview questions. But to the editor, you may additionally sincerely be capturing too a good deal of one type of shot and missing out on some that would make their job easier.
Filmmakers educate a treasured lesson here: shoot for the edit. By remembering that the photos you record will be edited later, you can make smarter selections and keep infinite hours in the modifying room.
The first step in adopting a shoot-for-the-edit mindset is remembering to go away a buffer at the establishment and the give up of each clip. There are called handles and can shop editors from the headache of reducing too close to a necessary shot.
In the area on preparing talent, we mentioned how to record your script in short sections. If the editor had been to stitch these sections collectively side-by-side, the subject’s face and fingers might unexpectedly swap between clips. This is known as a soaring cut, and for editors, it poses a fascinating challenge. Thankfully, this is where b-roll comes in handy, to masks these jump cuts.
Example of a jump cut
As a producer, your job is to seize plenty of b-roll to make sure your editor never runs out. Create a shot list of greater b-roll ideas than you suppose you’ll want and mark them off as you file them.
To mask jump cuts, you can also shoot with two cameras, specifically if you’re recording an interview barring a script. Camera A would be the traditional, straight-on shot. Camera B must be angled 30 to 45-degrees to the facet and capture a notably exclusive shot. The editor could then flip between these two views to make the reduce appear natural.
Example of switching between interview angles
Photo Credit:Still Motion
A word about shooting with two cameras: Your editor will want to sync the pictures between the exclusive views. To help them do this, clap your fingers loudly in the view of each camera proper earlier than you ask the first interview question … yes, just like an old fashion clapboard. The modern modifying software program has auto-sync features, however, this loud clap will help you firstly line up the clips.
Finally, mark your appropriate clips. Even if you’re recording a scripted video, you might have to report every section 10 or more times. Once your concern nails the take, wave your hand in front of the lens. That way, the editor can scrub immediately to this visual cue and save time on pictures review.
Step 6: Organizing Footage
Yes, file business enterprise is boring. But when video editing, it just may retailer your project.
Capturing video will force you to take a difficult seems to be at your laptop and file employer habits. If you’re one of those humans who work off a cluttered computing device — you understand who you are — you’ll discover yourself in a world of hurt.
First, video documents are pretty large, so it’s very not likely you’ll favour storing any of them on your inner challenging drive. You’ll rapidly run out of storage, and your computer’s processing pace will start lagging underneath the weight.
Instead, invest in an exterior challenging pressure like one of the Lacie Rugged models. External challenging drives come in a range of sizes and port picks (Thunderbolt, USB 3.0, etc.). Multimedia creators will use the phrase “working off of an external” to describe storing all of their venture files on this challenging drive. This approach also makes it less difficult to collaborate with teammates because you can without difficulty share the drive.
Second, video modifying packages are very precise about where you keep your files. If you don’t stick with the unique file structure, you may additionally locate your self buried in error messages. (We’ll cowl software selections and exceptional practices in the next section.)
On your exterior difficult drive, you should create a separate top-level folder for every project. Within this folder, there must be a prescribed set of “buckets” to keep your video footage, audio, design assets, and more. Create a template challenge folder that you can copy and paste for each undertaking the usage of the photo under as a guide.
When you import your footage from your camera, region it in the “footage” folder on your hard drive.
For both the project folders and your modifying files, follow a consistent naming structure. For example, you may want to begin every name the usage of YRMODA (year-month-date). So a video on Instagram Hacks may be named “180625_instagram_hacks” if it used to begin on June 25, 2018.
Even with a perfectly organized exterior challenging drive, you’re no longer yet out of the weeds. You need to backup your archives (and possibly even lower back up your backup files). It’s no longer exotic to have an external difficult pressure for day-to-day work, any other exterior for backups, and a 1/3 set of backups in the cloud via Dropbox or Google Drive.
Step 7: Editing and Editing Tools
Okay, you’ve filmed your video footage. Congrats — you’re midway there!
Now it’s time to talk about editing. We get it, video editing can be confusing. It’s effortless to feel overwhelmed at first, particularly when you see software fee tags! Luckily, there are many choices for video modifying primarily based on your talent level, running system, and budget. There are even free programs and cell apps! Let’s go over a few options.
Intermediate: Apple iMovie
iMovie is Apple’s video modifying software. Compatible with Macs and different iOS devices, iMovie is simple, user-friendly, and free on all Apple products. iMovie allows you to create and edit your videos by way of slicing together clips, adding titles, music, sound effects, simple colour correction, filters, and distinct effects.
The software even offers useful templates that simplify the modifying process. The platform supports top-notch clips like 4K video pictures and makes it easy to share your work at once to a video internet hosting platform. Limited access to superior colour correction and editing points mean it isn’t usually used with the aid of professionals, but iMovie is still an incredible alternative if you’re simply beginning out.
Advanced: Adobe Premiere Pro
Adobe Premiere Pro is a leading video editing software application used with the aid of amateurs and experts alike. With a customizable interface and several superior enhancing tools, the platform is regularly called the industry well known for video editing and has been used to edit principal Hollywood movies like Gone Girl and Deadpool.
Premiere makes it convenient to collaborate with different editors, prepare your material, and sync with different packages in the Adobe suite like After Effects and Photoshop. The platform supports top-notch photos (4K and higher) and includes advanced, built-in colour correction and grading tools that set it aside from more cost-effective or free alternatives like iMovie.
The only drawback to Premiere is the cost. A year-long subscription to the state-of-the-art Premiere Pro CC comes in around $240. If you’re new to video editing, you may also prefer to test with a more cost-effective option like iMovie or Adobe Premiere Elements earlier than investing in the Premiere Pro. On the fence? Check out some Adobe Premiere Pro tutorials here.
Step 8: Choosing Music
What’s the first factor that comes to thinking when you assume about video? I’m guessing the genuine video footage. While it’s vital to listen on your video footage, don’t overlook to component track into your standard format and budget.
Music is an effective tool that can alter your video’s temper and tone — simply watch the videos above! Choosing the right music regularly makes the difference between a novice challenge and an expert piece of content. When used properly, it can assist keep your viewer’s attention, evoke emotions, and define your basic modifying style.
Before you start filming, set a song finances and look up your local copyright laws. Copyright law can be very difficult to decipher, specifically when you’re dealing with digital content. Bottom line: Most music isn’t free. If you use any other artist’s tune besides permission or appropriate licensing, you threat video removal and criminal action. In order to avoid copyright infringement, you’ll need to discover royalty free tunes or pay a composer to create an original score. Royalty-free songs aren’t free to use; they’re nice songs available for a single flat fee. This potential you don’t have to fear about paying extra licensing expenses or royalties in the future. YouTube, Pond5, and PremiumBeat are all super sites to discover royalty free music.
Next, consider your target market and the standard temper for your production. Are you concentrated on a small target market that will admire the newest, underground hip-hop track, or do you want something that will attraction to many demographics? Are you growing a sensible product tutorial or an upbeat event recap? Be sure to pick out music that enhances the common tone of your video.
In addition to thinking about your audience, be certain to ponder the purpose of the music. Do you need historical past music or something with real impact? Will you be narrating or speaking in the video? If so, don’t let the song get in the way of your content. Sometimes the excellent track is the tune you don’t take into account at all.
After you’ve decided the kind of tune you need, it’s time to start examining doable songs. Consider the song’s pacing. Songs with a steady rhythm are handy to exchange to go well with your video style. Hoping to consist of your favourite, Top 40 hit? Popular, radio songs are typically structured in 4-5 parts and can be difficult to transition. Try to choose easy songs that are easy to loop. If you’re searching for an instrumental song, be certain to locate something that was recorded with actual instruments. Songs made with digital samples can make your video sense unprofessional and out of date.
Finally, consider adding intro and outro music. Intro and outro music, or bookends, can serve as a theme for your content. These are an amazing preference if you don’t need music at some stage in your whole video. Bookend music can help set the tone for your video, naturally split your content material into chapters, and leave your viewers feeling they had a complete experience.
While some videos feel unfinished besides background music, others simply need a few tunes to tie the challenge together. Pay interest to movies that have a comparable style to see how others make use of music.
Step 9: Recording Voice Over
You have your video pictures and track — now it’s time to chat about voiceovers. A voice-over is the separate video narration that’s now not spoken via the speaker on-camera. Voice overs are a nice tool that can assist make your content extra relatable, emotional, and fluid.
It’s vital to be mindful that video audio is just as necessary as video visuals. The correct news is that you don’t have to be the next Don LaFontaine or employ a professional to file a superb voice over. Below are a few pointers to seize audio on a budget.
Find a Location. Decide on a spot to record. If you can’t go to a professional studio, strive to pick a quiet room away from distracting external sounds like sirens, opening and closing doors, and humans speaking on the phone. Read your script aloud, and pay attention to the room’s acoustics. Does your voice echo or sound muffle? If so, consider recording in a one of a kind house or including fixtures to fill in the room.
Prepare. Practice makes perfect! Before you record, examine thru your script a few instances and take notice of any hard pauses, transitions, and words. On the big day, be positive to stay hydrated and avoid wearing noisy apparel or jewellery. Also, use a stand, laptop, or teleprompter while recording so you aren’t rustling via a printed script.
Test and Listen. Think you can file the best voice over in simply one take? Think again! Invest in a top pair of headphones and maintain an eye on your audio excellent at some stage in the recording process. It’s less difficult to get a new take of audio than attempting to repair it for the duration of the enhancing process. We suggest walking thru your script a few times, in particular, the first few paragraphs, to make certain that your voice is completely warmed up. If you hear popping or hissing sounds, try standing further away from the mic or make investments in a pop filter.
Relax! Be certain to examine slowly, pause, and take breaks while recording your voice over. Sometimes all you need is a sip of water to get back on track.
Step 10: Hosting Your Video
Alright, you’re prepared to post your video. You shot the footage, edited it together, delivered tune and a voice-over, and exported it for the web. The subsequent step is to get your video online so your audience can begin viewing and sharing it. You have quite a few options for web hosting movies online, and in this section, we’ll talk about some of the high-quality ones.
When you ask your pals which online video platform they use, the reply you in all likelihood hear the most is YouTube. YouTube is the largest video hosting platform, the 2d largest search platform after Google, and the 1/3 most visited internet site in the world. Every single day, human beings watch over five billion videos on YouTube. It’s additionally free to upload your videos to YouTube and optimize them for search.
In addition to its large audience, YouTube provides several different features that make the platform a precise option for hosting your video. Because YouTube movies are hosted on man or woman channels, the platform permits you to build a dedicated audience of subscribers. Users who comply with your channel are greater probably to see additional videos you upload.
Within your channel itself, you can additionally arrange videos into playlists, making it easy for your target market to search within your content. As a social platform, viewers can interact with your movies by liking and commenting on them, providing you with every other hazard to engage with your audience. YouTube also gives a variety of marketing preferences for extra state-of-the-art targeting.
Although YouTube gives the gain of attaining a massive target market with no cost to add and host videos, there are numerous downsides to the platform. While video ads can be a great tool for merchandising your own content, the number of ads on the platform from different advertisers can detract from your viewer’s experience.
YouTube is also (surprise, surprise!) pretty addicting. Once viewers are on the platform, they usually stick around to watch any other video … or 20. This can make it hard to power site visitors back to your site from the platform. Despite these barriers, YouTube is an amazing platform for web hosting videos and growing your audience.
If your pals didn’t reply you formerly question with “YouTube” then they most probably responded with Vimeo, the 2nd biggest video hosting platform. Vimeo’s target audience is drastically smaller (715 million month-to-month views) than YouTube’s, however, there are still many benefits that make it a preferred for content material creators and viewers alike.
Among these is a simpler, cleaner, person interface that makes it easier to navigate the platform. Unlike YouTube, Vimeo has very restricted commercials and classified ads that would in any other case detract from your viewers’ experience. Videos on Vimeo additionally tend to be higher first-rate than on YouTube, and the audience on the platform is in all likelihood to be more professional.
Vimeo presents several exceptional top rate account choices to higher suit businesses. The top class bills supply extra storage, advanced analytics, client support, participant customization, get right of entry to lead technology tools, and a good deal more. In addition to top-rate accounts, Vimeo also companions with agencies to produce excellent advertising and marketing content.
If you’re looking to showcase high quality, artistic content, Vimeo could possibly be the platform for you. Its engaged target market and stunning aesthetic make it a notable location to host innovative videos. However, if you’re centred on volume over fantastic and growing your reach, you can also desire to discover different platform options.
Vidyard is a video internet hosting platform constructed specially for businesses. It’s not just every other alternative to save and control your videos; instead, it approves you to become an entirely video-enabled business. Here’s what we mean.
These days, we know posting your video to YouTube isn’t enough. You want channel-specific video content material for Facebook and Instagram, no longer to point out for your website. Enter: Vidyard. The platform lets in you to post and update to all of these places from a central location.
From this portal, you’ll locate all varieties of viewer insights. Discover what kinds of video content your target market likes and how they watch their videos. Then, channel those insights immediately into your advertising and marketing automation software program or CRM. For example, if that prospect you’ve been monitoring views your modern case study video, you’ll be notified straightaway.
One of the coolest facets of Vidyard is the capability to customize videos with the viewer’s title or organization immediately in the video design. This is an innovative addition as you commence working video into your advertising and sales strategies.
How to Use Video Throughout the Flywheel
Too often, corporations soar at the possibility to create their first video. They spend tons of cash on an explainer video for their homepage, however as quickly as the challenge is complete, all future video ambitions screech to a halt.
On the other hand, masses of groups churn out a slew of social videos. But on the grounds that they’ve surely replicated fads they’ve seen, their videos hardly ever consider their audience’s challenges or habits.
Considering the time, money, and assets involved, video advertising can’t be an impulsive guessing game. Instead, you need to create a comprehensive video marketing strategy that applies to each facet of your flywheel. This skill questioning in the context of the inbound methodology.
The inbound methodology is the marketing and sales method centred on attracting clients via content material and interactions that are applicable and helpful. Each video you create ought to acknowledge your audience’s challenges and supply a solution. Looking at the large picture, this content guides shoppers through the trip of becoming conscious of, evaluating, and buying your product or service.
In the following sections, we’ll cowl the sorts of movies you create for every stage in the image above. To start, layout to create at least two videos for each. Don’t overlook to include call-to-actions to help lead your audience thru their purchase ride and into the function of “promoter.” Over time, you can enhance based on conversion rates and the content gaps you discover.
The first step of the inbound methodology is to attract — or turn strangers into visitors. Consumers at this stage are identifying their challenges and determining whether or no longer they ought to are seeking out a solution. Therefore, the videos you create need to empathize with their problems and introduce a viable answer in your product or service.
Ultimately, the purpose of this sort of video is to amplify reach and construct trust. Because you are looking to garner shares for your video, it’ll possibly be extra exciting and emotion-evoking than educational. But, you nevertheless supply enough statistics to accomplice your self as an authority on the topic.
Examples of videos in the “attract” stage encompass snackable social movies that exhibit off your brand’s personality, notion leadership videos that establish you as a source of industry information and insight, manufacturer motion pictures the share your values and mission, or explainers and how-to videos that provide relevant pointers for fixing your audience’s ache point.
For any “attract” video, avoid talking too tons about your product. Instead, let your brand values and persona be your north star(s). Finally, because these movies can stay on a variety of channels, keep in mind the strategies of each platform. For example, a Facebook video may have a rectangular component ratio and textual content animations for soundless viewers.
Convert (Marketing + Sales)
Now that you’ve attracted video viewers and internet site visitors, the next step is to convert these visitors into leads. With most inbound advertising content, this skill accumulating some type of contact facts via a form. Video can aid this process by visualizing an answer to the buyer’s problem, whether or not that’s before the structure on a landing page or as the offer itself. Overall, the goal of this variety of video is to instruct and excite.
“Convert” videos may additionally encompass a webinar crammed with tactical advice, product demos despatched by email, landing web page promotional videos, case studies, or extra in-depth explainer and how-to videos. For example, whilst an “attract” video might supply a rapid tip for nailing a sales pitch, a “convert” video ought to be an animated explainer video that breaks down the inbound sales methodology.
You’ve attracted a new audience with your videos and converted the right site visitors into leads. Now’s the time to shut these leads into customers. Yet, as essential as this stage is, “close” videos are regularly the most overlooked through marketers and salespeople.
At this point, the client is weighing their preferences and determining on the purchase. Therefore, the purpose of this variety of video is to make your audience visualize themselves using your product or provider — and thriving. There’s a motive 4X as many clients would as an alternative watch a video about a product than study about it. Videos are capable to display functionality and leverage feelings in ways a product description by no means could.
Great “close” videos encompass testimonials of customers with relatable stories, in-depth product demos, subculture videos that promote viewers on your quality of service, or even personalized videos that explain exactly how your product should assist their business
A purchase may also have been made, but there’s nonetheless a lot video can do to leverage the post-conversion stage of your flywheel. During the “delight stage” of the inbound methodology, your purpose is to continue providing excellent content material to users that make their interplay with your product or provider as exceptional as possible. It’s additionally in hopes that they’ll inform their connections about their ride or up-sell themselves. Therefore, the purpose of this kind of video is to motivate your customers to include your company and become company evangelists.
Your first opportunity to satisfaction comes at once after the purchase. Consider sending a thank you video to welcome them into the neighbourhood or an onboarding video to get them rolling with their new purchase. Then, construct out a library of educational guides or product education videos to cater to buyers who prefer self-service or surely choose to amplify their expertise.
Defining Your Goals and Analyzing Results
At this point, you recognize how to create a video and where to host it. You’re ready to get started, right? Not quite. Before you dive in, you want to define your video desires and identify the fine metrics for deciding whether you’ve accomplished those goals.
Before launching any advertising and marketing campaign, it’s essential to decide your major video goal. This may want to be to expand brand awareness, engagement, or even conversions for a free trial. It’s essential to pick out just one or two dreams for each video. When you define extra than that, your video will appear unfocused, making it difficult for viewers to decide what they need to do next.
When thinking of your goals, be sure to keep your consumer persona and target audience in mind. How ancient are they? Where do they live? What are their interests? How do they usually eat media? What stage of the buyer’s trip are they in?
All of these questions can help determine what kind of video you make and the place you need to submit it. For example, if your goal target audience is not acquainted with your company, you likely prefer to make a video that focuses on brand recognition before producing an in-depth, product video. You’ll also choose to host your video on a website online that already has a massive reach, like YouTube.
Next, let’s talk about metrics. Understanding these will equip you to define and measure your success and set your goals. When you put up a video, it’s easy to get obsessed with one metric — view count. While view matter can be an necessary metric, there are many others that might also be extra applicable to your campaign.
Below are some famous metrics you’ll see when you put up and music video.
View count: View depend is the variety of instances your video has been considered — also referred to as reach. This metric is superb to music if your goal is to enlarge company attention and have your content material viewed with the aid of as many people as possible. However, it’s essential to understand that each video hosting platform measures a view differently. For example, a view on YouTube is 30 seconds whilst a view on Facebook is only 3 seconds. Be certain to study the fantastic print earlier than reporting on your video view count.
Play rate: Play rate is the percentage of people who performed your video divided via the wide variety of impressions it received. This metric helps decide how relevant or appealing your video is to your audience. If hundreds of human beings see your video, however solely a handful of human beings play it, it’s likely time to optimize your content.
Social sharing and comments: If you’re on social media, you’re likely acquainted with sharing and commenting. Social shares and comments are suitable symptoms of how relevant your content is with your goal audience. If a viewer watches your video and takes the time to share it with their network, you likely created a awesome piece of content. Social shares are also vital due to the fact the more times your video is shared, the greater it’ll be viewed. If your aim is to reach to attain a lot of people, social shares are an excellent metric to track.
Video completions: If you took the time to make a video … you possibly prefer people to watch the complete thing, right? A video completion is the variety of times a video is performed in its entirety. This metric can be more reliable than view depends on when trying to decide your video’s success.
Completion rate: Completion rate is the wide variety of people who accomplished your video divided by using the range of humans who performed it. Completion rate and other engagement metrics are a first-rate way to gauge a viewer’s reaction to your video. Do you have a low completion rate? Are humans all losing off at a positive point? This would possibly be a signal that your video content is now not resonating with your target audience.
Click-through rate: Click-through rate (CTR) is the number of times your call-to-action (CTA) is clicked divided by using the wide variety of times it’s viewed. CTR is a high-quality indicator of how effective your video is at encouraging humans to take your desired action. If your CTR is low, reflect on consideration on revising the layout or copy of your CTA.
Conversion rate: Conversion rate is the range of times visitors completed your desired motion divided through the range of clicks on your CTA. If your intention is to have your viewers entire a motion like signing up for a free trial, attempt adding a video to your touchdown page to see if your conversion rate increases.
Bounce rate and time-on-page: Are you thinking about adding a video to a web page? Take notice of the web page bounce rate and the number of time humans spent on the web page before you add the video. Be certain to take a look at the metrics after you place the video to see if changes the way humans have interaction with your other content.
I’m guessing you’re feeling a little overwhelmed right now. Don’t worry, you’re not alone. Video editing and advertising can appear daunting at first, however, with a little exercise and patience, you can easily produce brilliant content material that is special to your brand.
With 71% of buyers looking at greater video online than they have been a year ago, brands can no longer pass their developing popularity. Thankfully, growing incredible content material has never been easier!
Try turning a written weblog into a video or create a product tutorial. Using video to exhibit statistics in a new, fascinating way is sure to interest and satisfaction your audience. Pick up a camera, begin filming, and watch your engagement tiers increase. It’s time to make video a key section of your advertising strategy!