6 Tips from an industry professional
If you have the time but don't have the funds to create an impactful marketing video, this blog is tailored for you. I'll be sharing valuable industry insights, to assist you in crafting an outstanding promotional video for your business. However, if time isn't on your side, I recommend considering the option of hiring a professional production company. With that said, let's dive in and get started!
Tip #1 The MAP Form
The most important tool for your video is the MAP form (click here to download a FREE MAP FORM).
If you want to make sure your video hits the mark and achieves your desired goal, then the MAP form is your ultimate guide. MAP, short for Message, Audience, and Purpose, has been a staple in the marketing world for ages. We've embraced this powerful concept and given it the catchy name "MAP" because it truly acts as your North Star in creating impactful videos.
Message
What would you like your viewers to take away from the video?
Audience
Who is your ideal viewer?
Purpose
What do you want the viewer to do after watching the video?
Examples:
The message could be as simple as, our brand is really cool and earth-conscious. Or maybe, the message is, you can trust our products because everything is made in the USA. Something like that.
The audience will inform you of the style of your video. Sometimes it even informs you of where your video should be promoted and what the dimensions of the video should be.
For example, if you are a local exterminator, this might be a better for the local news. But if you sell yoga pants this could be better fit for social media or Amazon.
Your purpose should be very specific, and it’s not always to get someone to “buy now because we are running a promotion.” Sometimes it’s simply to educate a potential client. For example, if you manufacture solar panels, the purpose might be to educate your viewer on the environmental and costs-saving benefits of solar energy over time.
Tip #2 Pre-Production
I’m not going to sugar coat it, you need a compelling story, or hook or something to grab the audience’s attention but a lot of that is determined with the angle of your video and the type of story you are trying to tell. If you’re having a hard time coming up with a concept for your video, you should hire a professional.
If you are confident with your idea but you have a small budget (like $200) you absolutely must have: a basic outline, a script, storyboards and a shot list. Pre-production is your friend when you’re on a budget.
Basic Outline
Whatever works for you is the right way to make a basic outline. I simply create a Google Doc and put the content on the left and the visuals on the right. If there is an interviewee or narrator, the key talking points are on the left and the general scenes or potential shots are on the right. Here is an example from a video we produced for Southeast Connections or “SEC.”
Basic Outline Example
Script
Whether your video is interview-style, using voice over or hiring an actor, you need to write a script. Even when using an interview style approach, writing down the ideal responses will determine what questions you will ask. Another benefit to writing a script is timing. I use Wordcounter.net to make sure my script is the correct length. The average person can say about 140 words per minute. So, a 30 sec commercial is only 70 words. Here are two FREE resources for writing your script - Studiobinder and Celtx.com.
Storyboards
Storyboards are a great way to visualize your video but I like to do is cheat a little bit. Sometimes, if it doesn’t require any extra time or effort, I will simply take a photo of the frame I want to achieve for the video. And, since most of you will be using your phone anyway, this is give you a very accurate visual of your final product.
Sometimes, this is not possible so I will cheat a different way and search stock images on Google of a particular frame I am going for. Finally, if there isn’t a relevant image online or if the shot is specific and tricky to pull off, I will draw storyboards. Storyboards don’t need to be overly detailed, especially if you are filming it yourself.
Storyboard Example
One thing you will need to keep in mind is perspective. Most phones have a very wide lens. This means you see more of the world and features are a little distorted and less compressed. Keep this in mind when drawing storyboards. Here is a link to FREE STORYBOARDS you can print. Good Luck!
Shot List
Take the visuals from your storyboards and put them in a list. Your shot list does not need to be in the order of your video. My advice is to schedule your trickiest shot first and get that out of the way. If you are conducting an interview you might want to film that first. There are several other factors to consider when deciding the order of your shot list like: time of day, when certain locations will be available to you, when actor’s are available, etc. Figure all of this out prior to filming.
Here is an example of a very basic shot list I used for a video I produced for an extermination company.
Very Basic Shot list
The example above has very specific film language for each shot. Since you will be using a phone, just use CU (close up), MS (medium shot) or WS (wide shot). This will determine how far away the camera is from the subject. Here is a link to a FREE SHOT LIST TEMPLATE from Studiobinder.
Another tip is to add 2-3 extra shots “safety shots” to your list. If you film shoot is running late, you can always cut them but they could be helpful in the editing room.
Tip #3 Good Audio
As far as professionalism goes, audio is the most important part of your video! You read that right. You can have the most cinematic shots in the world, but if your audio sucks, it comes across as cheap and unprofessional.
My suggestion is to record audio inside. Turn off the AC and unplug any water fountains or refrigerators for the best results. Hire a professional sound mixer if possible.
If you're going for a $200 budget, here's what I've found:
Pretty Cool Budget Friendly Wireless Option from Amazon (I have not tested this mic) $50 or less
You will need to buy a lavalier mic or "lav" mic and ensure that it is compatible with your phone. You may need an adapter for your phone. Clip the lav to the shirt of whoever's on-screen.
If you do decide to film outside, clip the lav to the inside of the on-screen talent's clothing. Make sure it's not a windy day, and pay close attention to avoid any rustling sounds. You may need to purchase a wind cover ($20) for your lav as well. Make sure it is compatible with the same kind of lav you purchased.
Tip #4 Use Your Phone
To stay within our $200 budget, you will need to use your phone as your camera. Here are a few tips so you can achieve the best results from your phone.
Best Settings for an iPhone:
Open Settings, select Camera, select Format, and choose "Most Compatible."
Also, in Camera, select "Record Video" and choose "4K at 24fps."
Please comment with the best settings for other types of phones. Thank you.
Video Settings for iPhone
Choose the correct orientation for where your video will be uploaded.
If your video is for Facebook, YouTube, Vimeo, or Amazon your video should be filmed with a horizontal orientation.
If your video is for Instagram Reels or TikTok it should be filmed with a vertical orientation.
Basic lighting and composition
If you are inside, try to utilize natural light from a window. Make sure you don't have areas in your frame that are overexposed or "blown out." Angle your camera so that it is even with your subject. A high angle will dwarf your subject, and a low angle will make it look like a 90s rap video. Finally, use the "rule of thirds." The rule of thirds is an art term that basically means it's more pleasing for us to see a landscape, horizon, or eye-line on the third half of a frame. Here is an example.
Rule of Thirds
Tip #5 Stabilization
I once had a film professor stand up and yell, "Is that how you see the world? Because I don't see the world that way!" He was referring to shaky, handheld footage we used as a point-of-view or POV shot for a short film. He had a right to be upset because there is a time and a place for handheld footage, and a professional marketing video is not one of them.
The good news is most phones have built-in stabilization. You need to go a step further and purchase what is called a gimbal and a tripod for your phone. A gimbal is basically a small steadicam for your phone. I’ve found some affordable options online like this - DJI OM 4 SE. It’s only $99 right now on Amazon. Make sure your phone is compatible with the gimbal before you purchase it. Here is a link to a tripod (only $30 right now) but there are other more affordable options.
I’m not going to cover editing because there are so many free options out there and a million tutorials. If you have a Mac computer, you will have iMovie built in for free. Perhaps I will do another blog post just on editing.
Tip #6 Keep It Short!
Your video needs to be 60 seconds or less. I know that sounds crazy but people are inundated with video content and after about 1 minute you have lost them. You also need some sort of hook to catch their attention in the first 5 seconds.
If you have more to say, just break it down into multiple videos. Instead of a lengthy 5-minute video, create five 1-minute videos. This way, you can save both time and money by filming them all at once and releasing them at different times.
I really hope these 6 tips have been helpful to you. If you have any questions or need further assistance, feel free to drop a comment below or shoot us an email. We're here to help!