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Say you are ready to tell the world just how much you adore the small business you frequent most. Perhaps you are a small business that knows it is time to step up your company’s marketing efforts. There’s no doubt that video can be one of the most compelling and effective ways to tell a story as its popularity continues to sky rocket thanks to TikTok, YouTube, Facebook Live, Instagram Stories and more.
But what holds back so many from shooting and sharing video? You don’t have to be a Hollywood director to produce video content in 2020 – in fact, it’s easier than ever thanks to the mobile devices all of us carry around in our pockets. So unlock your phone, open your camera app and read up on these tips on how to create a video that will offer some impactful marketing opportunities for your favorite business.
BEFORE SHOOTING:
Be Prepared: Take a moment to think out what is the purpose of the video. What is your main message? What products and/or services of this business do you want to feature? It may be helpful to write an outline or even a script to make sure you address all of your talking points.
To Shoot Horizontal or Upright – That Is the Question: Consider what platform(s) you will be sharing this clip on – that may dictate what format you shoot in. Posting on Instagram Stories? A portrait landscape works best. Want to share on YouTube? Make sure to use a landscape orientation. Planning on a multi-channel approach? You may need to shoot the video twice (once in each orientation format) – or make sure you are using an editing program that can do the work for you.
WHILE SHOOTING:
Make Sure to Clean the Lens First: It’s so simple, but it makes a dramatic impact on your overall video quality.
Smooth and Steady: No one wants to watch a video where the shot is unsteady and unfocused. Keep a still hand or invest in a tripod in advance. Not ready to drop the cash? Simply set your phone up against something (a shoebox, a book, on a shelf), check the composition and hit record.
I Can See You: Good lighting is very important in video production, even on this scale. Make sure your subject is well lit. Also make sure to avoid back lighting.
…But Can I Hear You?: Record high-quality audio while shooting – that includes making sure the presenter is loud enough and is enunciating appropriately. If shooting outside, remember that sounds caused by wind and traffic, for example, can be a big distraction to your recording.
AFTER SHOOTING:
A Little Bit of Editing Goes a Long Way: This can mean simply cropping the beginning and end of your footage or adding some minimal title graphics. These small efforts can leave a big impact.
Share Your Videos: The time has come! Upload your video to your social media feed(s) of choice. Make sure to tag the business that is the subject of the video and include any pertinent hashtags to help spread the good news.
Ready to create your first video? Make sure to tag #EngageSmall and 26Made when sharing the final product on social media. We’d love to see your work and learn about some small businesses in the process!
BONUS:
Looking to Level-Up Your Video?: Here are a few low cost products that we use and love!
Zhiyun Smooth X Selfie Stick – This isn’t your mother-in-law’s selfie stick. This is also a stabilizer which creates smooth video with the controls on the handle. It’s like a gimbal for a fraction of the cost. The quality will blow you away.
Letyet Ring Light – Simple but effective. A big bonus that this has its own tripod so you don’t have to have a table to set it up. A ring light is a basic fill light that can be all the difference in clear video. Plus, it makes everyone look a little better and who doesn’t like that!?
Smartphone Light and Mic Kit – Looking to do it all? Want to voice your opinion and look good doing it? This kit is a great way to start. It comes with a tabletop tripod, microphone and light. It’s nifty and, best of all, small and compact so you can take it with you.
See more great products on our Gear page in the video section and let us know what your favorite gear is.
Alicia Hansen is a Cleveland born, raised and educated marketing professional, writer and event producer. Her event credits include work with Cleveland Magazine, the Arthritis Foundation, Playhouse Square, Great Lakes Theater, the Cleveland Metroparks and more. Previously as L’Nique Specialty Linen’s marketing director, she played an integral role elevating the brand awareness of the organization with recognitions like L’Nique’s Top Workplaces awards from The Plain Dealer in 2016, 2017, 2018 and 2019. She teaches yoga at GrooveRyde, Platform Beer Co. and at pop-ups around Northeast Ohio. You can find her spreading a realistic yet hopeful look on life on her social feeds (@aliciamhansen) and her blog, aliciamhansen.com.
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