How To Nail Video Marketing Every Time
Hi, I am Iné, self-proclaimed Queen of Bloopers. Nice to meet you.
In the past six months, I’ve recorded more than 200 bad, bad videos for Moosend.
This makes me the most appropriate person to share with you more than 200 tips on how to nail your video marketing in 2019.
Welcome to the Ultimate Guide to Video Marketing.
First things first: I want to make sure we are all equally excited about Video Marketing, so here are 7 facts that prove Video is the future.
7 reasons why you need to use Video Marketing in your Content
It’s easy to understand that video marketing is going big; by 2019, 80% of Internet traffic will come from consumer video marketing. We’ve been moving from print ads to digital ads, so it wouldn’t be too long before we employed video ads, too.
Chances are that you haven’t missed Facebook’s lead in dubbing video the next big thing. It has been arguing so for at least 3 years.
At first, I thought that Facebook was trying to speak things into existence, but whatever the case, video is rising above every other digital form of advertising, as we speak.
At the same time, video marketing is gaining ground as more and more luxury brands are switching over.
In their communicating visually and subliminally a message beyond merely satisfying a need, luxury brands are picking up video as a way to show the power of “wanting” instead of “needing”.
But why should Marketers add video marketing to their marketing toolbox?
1.Video is more engaging and memorable. It is more popular particularly because it can address more audiences, it can communicate values and elicit feelings – for instance, we’ve all see this commercial, haven’t we?
Whoever said that one picture is worth a thousand words, should do the math for videos.
2. Another reason why you should consider a video marketing campaign is because videos are share-friendly and increase your chances of going viral due to their format.
3. A video marketing strategy is sustainable. More specifically, according to Forrester Research which examines the “existing and potential impact of technology”, video will grow considerably by 2021, making part of $119 billion expenditure along with email marketing, search marketing, and display advertising.
4. Videos are like those Russian nesting dolls; with just one, you get plenty.
Repurpose your videos to create bonus content:
- Use just the audio to create podcasts.
- Use just the visuals without the audio to repurpose further, under a new video or pitch.
- Transcribe it and turn it into an article, thus helping your SEO, too.
- Take out tweetable bits and post them on Twitter.
- Post short clips on Facebook or Linkedin.
- Add subtitles and make short episodes out of the video.
5. Videos help generate higher website traffic. After all, the official land of videos, YouTube, is the most-trafficked website around the world, second only to Google (Alexa.com) so you should really consider ranking your videos on this famous platform.
6. The impact of videos can only be compared to the value of word of mouth. Such is the impression a successful video marketing strategy can have, that it can only be compared with word of mouth. Videos create intimacy between the brand and its audience. Through video, you can communicate a more personable profile, increase engagement with your content, build trust for your product and ultimately drive sales for your offering.
7. Video improves memorization thanks to its high visual and engaging format. That’s why more and more Facebook pages are now switching to this type of videos:
Video Marketing Types, Styles, Formats
I think that a major hindrance to creating Videos is not feeling lost about what you are going to create!
I have great news for you: adding video marketing to your Content Marketing strategy offers great flexibility in its various types and formats:
- Educational videos introduce viewers to a concept or a field. These usually branch out to a number of topics and require very careful planning.
- Demos are also called demonstration videos and make an excellent addition to your landing page.
- Branding videos invite viewers to the world of your brand. This is a great way to boost your brand equity and encourage brand loyalty.
- Tutorials or how-to videos walk viewers through the steps of a process.
- Customer Happiness videos (Testimonials) are the most reliable way to do Testimonials, as they add credibility to what is being said. It’s one thing to read the words of
- Street interviews are more common on TV shows because it’s easier to convince people to participate. Here’s an example on Jimmy Kimmel Live:
- Reaction videos are about recording someone’s reaction; marriage proposal videos, gender reveal videos, coming out videos, and so many more! And I cannot get over this one – hands down, best reactions ever!
- Celebrity gossip is major if you get it right; there are channels that have insane following and attract thousands of viewers in just one day! I can’t believe how this video got 18,000 views in two days’ time!
- Self-help videos also known as self-improvement videos or motivational videos are great content to increase the engagement of your following (and get multiple shares).
- Documentaries and funny clips with animals are also pretty cool, especially for young children and older audiences.
- Vines are short, homemade, funny videos. They inspired an entire generation and style of videos.
- Q&A videos provide answers to questions asked by the viewers or following. I’m also a great fan of VOGUE’s 73 questions and this one is one of my favorites:
- Product reviews are increasingly well-received, usually comparing and contrasting multiple electronics products at once.
- Gaming videos whereby players explain to other users how they levelled up.
- Comedy videos are exponentially in demand as stand-up comedy is becoming more widespread and more competitive.
- “Best of” videos compile the best moments of a show, a podcast, and so on.
- Haul videos are homemade videos recorded after a shopping spree. In these videos, consumers go through their shopping bags and explain what they bought and why.
- Unboxing videos may take some of the excitement of your own unboxing away, but they may also save you from dismay! This type of videos is most popular with electronics, gadgets, and such.
- Parodies are very popular across YouTube users, in particular. And if you’re lucky, maybe the original song has no video yet and your parody gets shared and reposted instead. Check out how this parody of Awolnation’s “Sail” has amassed a staggering 298,224,849 views over 93,532,997 on the later uploaded video by the Awolnation band:
- Song covers are arguably one of the most popular types of videos on YouTube.
As for the various video styles?
You can choose from one-take films, timelapse videos (especially for destination travelling), slo-mo, fast-forward, or jumpcuts, and so on.
Useful Video Marketing statistics 2019
Successful video marketing is the way to go to drive engagement to your site or social media channels.
To achieve that, you need a good video marketing strategy. Take notes:
- Ecommerce: 1 out of 2 internet users will look for a video of the product or service they are interested in, before actually visiting the store. – Google
- Conversions: Landing pages with videos perform better, increasing conversion rates by as much as 80%. – Unbounce
- Landing pages: An average of 6 out of 10 users will watch a video on a page before reading the article. – Single Grain
- Bounce rate: Are you looking for ways to keep users longer on the page? With video marketing, you’ll get them to spend almost 3 times as much time as they would without. – Insivia
- Blogs: A blog post with a video is three times more likely to bring in inbound links compared to one without video. – Moz
- Video ads: It may not seem much, but 15% of ad viewers believe a video ad should be shorter than 15 seconds. – Marketing Land
- Video ads: If you are considering video ads, budget accordingly, as 56% of viewers are more likely to click “Skip ad”. Ouch. – Marketing Land
- Click-through rate: Of all digital formats, video ads bear the highest CTR, namely 1.84%. – Business Insider
- Email marketing: Merely mentioning the word “video” at the subject line will increase your open rates by 19%. By adding video to your email, click-through rates explode by 200-300%. – Forbes.com
- Format: With 85% of videos watched with no sound on, you should consider adding subtitles. This would also help your video be understood by audiences less familiar with the language. –Digiday
- Length: When choosing the type of video for the specific goal you are creating it, keep in mind that 33% will stop watching after 30 seconds, 45% will stop within one minute, and a staggering 60% will stop within two minutes. – Ad Age
- Content: Increase your traffic by up to 70% by creating video marketing tutorials and “how-to” videos. – Google
- Video recall: Brand awareness and subsequently brand recall starts with video recall. By creating a memorable video and promoting it duly, you are increasing the chances of consumers remembering it by 80%. – Single Grain
- Time spent watching videos: More than 500 million hours of video are consumed on YouTube. – Business Insider
- Time spent watching videos: Almost 5 out of 10 users watch an hour’s worth of videos on Facebook or Youtube every week. – Hubspot
- Devices: A marked 51% of video is played on mobile phones. – Adelie Studios
- Facebook: Half a million people watch videos on Facebook daily, which amounts to a total of 100 million hours per day. – Tubular Insights, TechCrunch
- Twitter: According to the popular social media network, 82% of Twitter users watch video on the platform. – Twitter
- Video VS Text: Video marketing on social media is 1200% more share-friendly compared to text and image combined. – Wordstream
- Brand image: Increase your popularity across smartphone users by sharing explainer videos. – Google
- Autoplay: Give users more freedom by allowing them to replay a video instead of it playing on loop. Otherwise, be prepared to lose up to 80% of them. – Hubspot
- Trend: Five out of ten consumers wish to see more video marketing content from their favorite brands. – Hubspot
- Marketers: A massive 73% of marketers wish they had more budget, resources, and time to create more video content. – Buffer
Now that you are convinced, let’s see everything that can go wrong (and will).
Everything I did wrong (so you won’t)
I had to go all extra when choosing a setting and thought how awesome it would be to stroll around Athens and record these videos.
(On another note, it does say a lot about me how I was going to start recording these during one of my trips to the island of Folegandros, I wonder what I was thinking!)
So, this is how it all started:
Too close? YA think?!
Why choosing to film outdoors was a regrettable decision
Maybe I shouldn’t be allowed to make decisions on my own, after all.
Because, when asked “Where should we film?”, I said “Why don’t I go all over Athens filming here and there?”.
A colleague or two did tell me something along the lines of “Uhmm, are you sure? Looks like you have a lot on your plate already”.
But, no, I had to show what I am made of. Tears, I’m made of tears. Just kidding. Or not.
How my concentration went flying out the window
I thought that as should as we’d start filming I would enter the zone. Untouchable as I would be, I would be serving hot dishes of knowledge and tips and fresh inspiration. Not exactly how things went down.
One of the pros of filming outdoors, theoretically, at least, should be that you have a fast-changing setting.
Deciding to film in the city center meant that I would be filming surrounded by traffic, pedestrians, ambulance or police car sirens without losing my concentration. Which I didn’t.
It was impossible trying to juggle all these external distractions while trying to remember my script, be natural, and smile in the process.
In fact, I was so stressed knowing we had such a tight deadline (I’m full of ideas and overpromising, what can I say) that after some point I was just a holographic ball of stress.
And it didn’t take an expert to see that; all my facial muscles were flexed and I was making nervous gestures the whole time. But I can only see that now.
I was so pressed for time, I had never done this before, we were spending way more time than we thought we would, the delivery dates of the rest of my projects was coming full-speed at me, and every little stumble I’d make or filler I’d use (or 5 of them in a row “like, uhm, so, well, actually, uhmm…yes”)
For every time that my stress got the best of me or I got distracted, we would have to redo the whole thing. Say hello to 15 video clips in our camera for the same 1-minute video.
Not to mention that charging the cameras or laptops was next to impossible so we had to make a few pit stops every few hours. Mmmmagic.
It’s the little things that make you appreciate life at the office: they’re called traffic and honking
The city center is always busy. There is always traffic, honking, braking, maybe some French here and there… So, for every time I had to redo a 3-10 minute video right in the middle of the street, I had to put up with all that.
But that was not all of it. What Nick and I had been missing was continuity. You see, for every plan that just didn’t work out as expected we’d say we’d fix it in post-production.
How can you fix that with so many background noises? The first day, as soon as we got back to the offices we knew that we weren’t going to be able to edit videos together.
Background noises and our complete lack of frame would never help us have a decent result.
Lighting conditions not to be taken lightly and taking a hit from heat
Besides the cute puns, none of the days we were shooting did we get good lighting conditions.
At first, I thought it was just a bad few days.
Then, it started occurring to me that this is always the case, that’s why there are professionals taking care of light in production design and I also had to remind myself that I am just a marketer after all – there are a lot of things in filming I have no idea about. And that’s okay.
What was not okay was that we didn’t figure this out until quite later.
We’d start filming at, say, 10 am in the buzzing streets of Athens, we had never heard of frame so I was just naturally gesturing and walking around in my “frame” as if I were in Hollywood and the director would fix all that in post-production.
By 10.45 am we’d have a 3-minute clip but it would turn out I was not exactly where I thought I was standing, the statue behind me appeared headless all of a sudden (this is the kind of thing that doesn’t happen when you film with professionals or when the speaker knows they should stay within the frame, and of course, when there is a third set of eyes.
There were a lot of things we had to keep track of at all times.
Nick had to make sure that I was in the middle of the frame, that no passenger barged in our “setting”.
He would also have to take a few steps back and pretend he is not there because I felt under the spotlight and merely having someone waiting for me to finish my video would make me nervous.
“Passers-by were looking at me as if they could erase it…”
I don’t know whether Placebo had been trying to film a video when they came up with this lyric, but in my case, there is no video in our folders without curious passers-by.
Now I know what that looks like when I try to get a sneak peek of people filming in the street.
I mean, it’s natural. You see a camera, you immediately think that it could be someone famous. Then you see a young woman you’ve never seen before (me) and you are dismayed, put your phone back into your pocket, it was a false alarm, no, she isn’t famous.
Joke’s on you, fellas, I might be.
Depending on the film location you choose, however wisely you may have chosen, you can always get a motorcyclist riding on the pavement:
I spared you the French and turned it into a GIF.
To save you a similar stress, here’s a very interesting article on securing film locations (and a useful template for free).
How two months of preparation went to waste (aka What I wish I had done)
Rewind that one month back when I started designing the content. The goal was set, brainstorming was complete, content was being produced and cross-checked from the respective departments.
Writing Content with a purpose
(Here, I am a few metres away from the Parthenon – would you know if I didn’t spell it out? No. Because we had no plan, frames, storyboard in mind. )
This was not staged. But it should have been.
Let me explain.
Another mistake I made was that even though I wrote a script, recorded it to change the bits that didn’t sound natural in oral speech and re-transcribed the whole thing (that is, the content of approximately 50 videos), was that I didn’t adapt the script to the requirements of the video.
Because I had no requirements for the video. #bazinga
I had spent so much time writing, rewriting, editing, running texts through other Departments, that I thought I was going for paralysis by over-analysis.
This whole time it did not occur to me I should come up with as accurate timing as possible for each of the videos. I should have also made the script of each video as user-friendly as possible, sticking to a standard format.
For instance, every video should have a Start, Middle, Conclusion, a punchline and a tweetable bit, a takeaway for the viewer, something they could write down.
So, I think the world I’m looking for, here, is structure. My texts lacked structure for the specific goal they were being created and were not optimized for educating or converting users.
Turning your text into a script
Another thing that should have made it to my script was a detailed description of what happens in post-production. For example, something along the lines of “from seconds 0-7 camera is on me, we switch to B-roll from the streets for seconds 8 to 11 with voiceover on, then…”
You know what would have saved me all this trouble (besides a professional)? A storyboard and a script filmmaking pro app.
Making your own storyboard
What do you call the lack of storyboard?
You know who came up with this? I did. Don’t ask me how I know.
So, a storyboard, much like a comic strip, is a sequence of illustrations of the events taking place in a video.
Underneath each illustration goes a short description of what goes on in this scene.
A storyboard looks like a pretty effective way to communicate your vision to the rest of your team as well as visualize the scene a little better and make edits accordingly.
How to get Storyboarding right
Whether you do this using a pen or a stylus, you need a storyboard.
Think every scene and frame through, write down what you’ll say in what scene, what props you’ll need, EVERYTHING.
It can be a lot of work if your video is made up of many scenes but it will be all worth it. Essentially, with storyboards, you minimize the chance of making a mistake or from miscommunicating something to your team, and so on.
It would be safe to say that a storyboard is the result of many different sketches (versions). Don’t hesitate to start a scene all over again or sketch different versions for it – your team’s feedback will help you put together the best storyboard EVER.
Picking the right Clothes
Oh well, I have to say I thought this was the least of my concerns. I didn’t have to spend a second thinking about it. And I didn’t. And it showed.
In the previous video I posted, did you notice the froofy top I was wearing? Now you can hear it, too:
Yes, ladies and gentlemen, that was my top. This beeeeautiful froofy top has a voice if its own and it needs to be heard.
And it wasn’t heard until we got back to the office – we had been struggling with some pretty lame headphones (plus neither of us wanted to take our expensive headphones along, so they just sat comfortably in their cases on our desks enjoying the cool breeze of the air-cons.
Another aspect I had not foreseen regarding this outfit was the heat. Weather in Athens was great for everyone else besides me- the simmering queen of sequins and sun ray reflections.
One moment I was cold and the next I was chasing my makeup down my outfit. Real prett-ay.
Choosing the right Make-up
I never wear a lot of make-up (cake up) but I thought that given the circumstances I could apply lipgloss.
And I did, only to find, after quite a roll of videos, that it had worn off. And of course, that wasn’t something I expected Nick to have noticed. But I may be suggesting that one of my work BFF girlfriends wouldn’t have missed that.
How I rendered professional equipment truly useless
Using a fancy camera
Beg, steal or borrow they say, right? So I borrowed our DPO’s fancy vintage camera (that word “vintage” ruined it for me as I was trying to estimate the number of digits it signified).
Long story short, let’s just say that the quick introductory course John gave Nick the day before we went out filming did not cover locking exposure and white balance and some technical things of this sort. Don’t ask me, I wasn’t paying attention, I was just being pretty. So, there you have it:
On the first day of filming, you can see me having one eye looking straight at the camera and keeping the other eye on the street and passers-by. Why dis he have to say it was vintage? Now everyone was a potential fancy vintage camera stealer.
Check also here how to increase video views for live broadcasts and VOD.
Buying a new GoPro camera
In my defence, I had always wanted to buy a GoPro and boy was this a good excuse!
So I did buy a GoPro which I wanted to use for filming from a different angle. I didn’t know much about filming but I had noticed what I like in videos.
Adding takes from different angles is great as it gives viewers a 360 feel of the setting.
That didn’t turn out great either because I had just bought the camera the previous day and hadn’t had time to see how it works or what it can do (and how). And one more thing: the first time I used it to record, I almost forgot about it on that bench. That was a lot of information for me to process at once.
Making up for the lack of microphone
The fancy vintage camera had no microphone jack, at least not one we could find at any of the three mega electronics retailers we checked.
So, pressed for time as we were, we went for the 12th best option; recording on iPhone’s built-in app (Voice Memo).
With hindsight, we could have ordered a microphone extension for iPhone but we just didn’t know that there could be more options. That’s what professionals do. You see, you can’t get creative if you don’t know what you must be creative about.
Thinking I could get away with bad lighting conditions
First, the facts: Athens is sunny almost all year long. It takes real tough luck for someone to visit Athens on a rainy day.
But I never realized the occasional clouds going in front of the sun could ruin a good shot.
Having said that, it would make no sense in my BFF mind (BPF is short for Before Filming Failure) to consider light as an extra variable.
Now, I know that next time I will even consider wind a variable.
Direction and Photography
I generally don’t have a triangular face, but I do here, in front of Odeon of Herodes Atticus:
Never did Nick and I claim we are filming buffs, so when I came across terms such as “frame” or “white diffusion paper” I just nodded like Joey did (FRIENDS) to any non-food-related question.
And since I waved goodbye to my videos sinking in my desktop’s recycle bin, I’ve come across so many terms describing concepts or tasks (see B-roll footage).
My advice is that whether you are doing this on your own or hiring a company to do it for you, it would be great to familiarize yourself with as many of these as possible for two reasons: a) know what you are signing up for, b) being able to keep up and come up with creative ideas.
We needed opening credits. Nothing too fancy, just an animation of our logo to go with the title of this series of videos.
The series of videos itself required its own branding of course; it came with a logo of its own, a quick animation, and a jingle.
We would also need a jingle because we’ve never had one or had needed one before. A jingle is a characteristic piece of music that is associated with your brand alone. For instance, here is a collection of Coca Cola’s jingles:
Yea, no time for that.
Besides the jingle we were going to need music for our shots and B-roll, different pieces of music that would “dress” the moment.
I didn’t think of props. The only prop I did bring with me was Moo, a plush toy of our logo, which I’d have to find how to place it in the “frame” every time we changed location.
Often, I’d place Moo on my bag, but it wouldn’t stay there, so a couple of times we had to re-do the whole thing because Moo kept falling off.
We could have/would have/should have considered props more carefully. Had we planned everything to a T, we would have known that we were going to need something to fill the “frame” (or that we needed a frame in the first place).
Yea, about that. Make sure you have an equal number of optimists and pessimists in your video marketing crew. Why?
Optimists will overestimate their filming capacity per day.
How do I know?
I filmed 7 videos in one day and especially on video #7 you can see I have “FATIGUE” written on me.
How to get Video Marketing right – for Beginners
I feel like the Thomas Edison of the story; I know 1000 ways things won’t work. And, turns out, there are some compromises that you shouldn’t make.
Here’s what you need to do to get Video Marketing right:
What’s your goal?
Is it education or branding-related? How many videos will there be? Is your video going to be a one-off thing or ongoing?
Figure things like these out before you begin brainstorming or crafting the message.
Set a deadline for the overall project and several shorter ones for deliverables. Specify the transition from every deadline to the next, considering continuity aspects.
As you hop on to the next video, the team charged with post-production will be processing the videos you have already finished (or at least, think you have). This is done so as to anticipate any foreseeable hiccups and re-take scenes, if need be.
What’s your budget?
It could be anything from $0 to $1,000 or $10,000. Whichever it is, keep in mind that the budget itself will not define the success of your message. At a time when homemade videos can be viral videos, the focus is not on the medium, rather the originality or authenticity of the message.
I’m not suggesting you are going to outperform a six-digit video marketing budget with $0, but I’m not saying you can’t, either.
I believe you’re going to love this experiment right here; these guys spent $111,000 in total to create three different versions of the same video for one, ten and one hundred thousand dollars each.
If you ask me, the $1,000 version had a certain sass to it. And I know it would leave me as a marketer thinking that they intended this video to look homemade. In my mind, the cheapest one is by far the most creative one.
Whoever did, was right to say that creativity is born out of limitations.
Another thing to consider in your budget is the time you and your team put in. Are your deliverables going to remain intact?
Or will you freeze all other tasks until all video marketing tasks are said and done? How many people will you be needing?
Are you going to outsource anything? How many members will there be in your team? Will you budget for styling the team into a branding-friendly concept? All of these decisions are a function of budget.
Where are you going to film? Will it be at your offices, the actual headquarters or will you be hiring offices for the purposes of the video?
Are you going to design the setting, carefully considering your frame, adding splashes of color here and there? How are you going to deal with interruptions? Will you have any props? If yes, what kind?
At this time and age, a decent video can come directly from your smartphone. You will most certainly be needing a microphone and a music jingle to “dress” your videos.
And you’ll need to make a decision about lights; natural light can flicker or pose a time constraint, therefore light mats or other solutions must be considered, as well.
What software will you need to edit the videos or fine-tune your audio? Don’t rush into buying the most expensive or the cheapest in their respective categories.
Discuss with the team the potential of each of these apps and decide where you want to go with your video.
Don’t forget to take into account compatibility with your Mac or desktop, and subscription plans available (see one-off payment vs monthly fee), and so on.
Here is a list of video marketing tools that will help you with this process.
Proactively fix your Content
What you talk about in your messages (and how you do that) relies heavily on where you will be sharing this content. Facebook calls for different content compared to LinkedIn or Instagram, for example.
A series of educational videos or explainers will define the text whereas that same text would have to be readapted to suit a branding video.
If you are thinking of repurposing that content, you’ll need to draft two versions of the same text and record them separately. This means extra hours of work.
However hard or carefully you prepare, inevitably, something will get lost along the way.
Post-production will show whether what looked great when everyone was exhausted after hours of filming, still looks that great.
Post-production will also try to establish continuity in your videos, and it will have a B-roll, as they call secondary shots which complement whatever main topic is discussed.
Enhancing the colors of the videos, trimming the videos, adding music where necessary, are all part of post-production expenses.
- If I had one tip here, that would be “Don’t start without a hero“. Find a few videos you and your team love and break them down to the characteristics that make them so special. This will serve as a leading source of details for the colors to use, the editing style, and so on.
- Add subtitles to your video. This will make it inclusive, friendly to the hearing impaired. It will also be workplace-safe so viewers will not have to look for their headphones to listen to your video.
- Apply the same filter across all your videos to give it a universal and identifiable, signature style.
Soon after you have shared this with your team and presented it to your colleagues, it’s time to hit Upload.
This will take far less time provided you have checked the requirements of the platform you are uploading this video to and know the optimal video dimensions.
Oh, and one last thing: choose your thumbnail wisely. Go for something that sparks up curiosity on the part of the user.
Video marketing tips and best practices
Be natural, but not boring, banter a little, close with a punchline, a tweetable bit, something that your viewers can remember. Yes, it can be a lot of work, but it’s putting a story together.
And the more expensive resource of all: TIME. Clear up your schedule and give it a time slot to do your trials. Start with a short circle (like 3 or 4 videos).
This way, if you get second thoughts about these it’ll be easier to redo these once you’ve got these all figured out.
What world-famous Casey Neistat taught me
It’s hardly unlikely that you haven’t heard his name before, but Casey Neistat is worth your time.
His videos capture NYC landscapes and lifestyle, and they’re fun to watch.
The thing with watching a good video is that you don’t understand it’s a video. It transcends to a story. Not all videos tell stories.
When I started watching Neistat’s videos I could see that they were good, but I couldn’t possibly break down what made them good.
Watching this video will help you understand.
In case you don’t have time to save your future self some time from getting filmmaking wrong, here are the most important things:
- It’s A-OKAY if there are sounds in the background. These are part of your setting. You are not in a vacuum.
- If anything not in your books happens, invite it in. Don’t start worrying about how to get it out or redo the whole take. Go with the flow.
- Build structure for the viewer: Where you are, what is around you, what’s going on. Let the audience familiarize themselves with the new surroundings, immerse themselves in the picture, if you will.
- Be unapologetically you. I enjoyed how original Casey was in most of his videos (you have to watch him trying to retrieve his drone from a bridge).
- There are more technical tips in the video, but I won’t be as good an instructor as Casey is, so click that link.
Read everything very, very carefully, download the Video Marketing Checklist, involve as many people as you can, but fewer than too many.