Avoid common video mistakes: lighting, sound, and length. Improve your video quality and engagement with these tips.
Don’t let anyone fool you. Filming a video for your company is not as simple as taking your phone out of your pocket and getting a few quick clips. Editing is not as easy as finding the right filter. It takes a lot of care and attention to get a product that will be pleasing to the eyes and ears. But often, many companies will make the mistake of going off-brand, neglecting to call their customers to take action, and failing to plan ahead.
Here we’ve gone more in-depth on common video mistakes, and why you should avoid them.
1. Going Off-Brand
Have you ever watched a commercial and knew exactly what company was being promoted, even before they appeared? Alternately, have you ever been left wondering what the video even had to do with either the brand or the product?
Marketing is a great way to get your brand out there, but it’s not always enough on its own. Branding helps people think about you in the right context and can create lasting impressions that will make them want more from what you have offer!
The two terms are sometimes used interchangeably – after all they both involve attracting business. But branding actually plays a different role than some may believe. Marketing is about presenting a certain product to a client. Branding is about how you as a company are presented to the client.
Look at it this way:
- Starbucks sells coffee (they promote that through marketing), but they brand themselves as laid back, creating a relaxing environment where you can focus and decompress
- Xbox offers video games and consoles (which they sell with marketing), but the company brands itself as an immersive community of gamers and enthusiasts who all want to immerse themselves in their virtual worlds
- Coca-Cola sells soda pop (who hasn’t seen a Coke commercial? Great marketing), but through over a century of great branding, they have become one of the most recognizable household names of all time
Marketing is all about what you sell, branding is all about how you are seen. By not having a clearly defined brand, it will be hard for clients to get a bead on who you really are as a company. That leads to confusion, and confused minds don’t buy.
Branding also is tied to the authenticity of your company. In fact, according to a study by Stackla, 86% of consumers consider authenticity important when deciding which brands to support.
So when making video, know your brand and stick to it.
2. Not Including Calls-To-Action
The longer you spend in the world of marketing, the more you’re going to hear the words “Call-to-Action.”
Just like Sir Isaac Newton’s Laws of Physics, marketers have their Laws of Calls-to-Action, and the very first one goes something like this:
- A customer at rest will not move to buy unless they are explicitly called to do so.
That’s right, if you want people to buy what you’re selling, you’ve got to call them to do so. Otherwise, they’re just not going to.
Think of video ads for products you love, and you’ll notice a common denominator throughout all of them: They all end by telling you to buy their products in some way, shape, or form. It’s not implied that you should buy. It is crystal clear that they want you to buy.
If you want your video to encourage people to buy, you can’t just assume that it’s implied. You need to be outright in telling them.
- “Schedule an appointment today”
- “Give us a call”
- “Visit our website”
It’s simple and will only cost you a few words. Not a bad trade in exchange for a client.
3. Failing To Plan (And Thus Planning To Fail)
The first step in making a corporate video is to get an idea down on paper. You need lines, camera shots and angles planned out before you actually film anything – otherwise there will be scrambling when it comes time for preparation, more scrambling when it’s time to film filming, and, yes, even more scrambling come post-production.
In short, cameras should never roll unless someone knows what they’re doing.
- It’s important to know what you want to say before starting a message. Otherwise, there will be confusion over words and extra takes needed because someone didn’t understand the intention behind their input.
- Make lists of what you need for your video. You don’t want your “shoot day” to arrive and realize you don’t have half the things you need.
- Decide beforehand who you need in the video. This way you can arrange in advance ensure you’ll have the right people for however long you need them
Unfortunately, there are many people who get so excited about the idea of filming a video that they just want to drop everything and go. While enthusiasm is certainly welcome, rushing can lead to more problems than it solves. It’s important to take your time before you start recording, because if not, then anything could happen at any moment which would make for terrible content neither party wanted or needed.
Remember, rushing often leads to sloppiness and you don’t want to sacrifice quality in the name of production. Take a breath, plan it out, and create a video that reflects the standard that you want your company to achieve.
Give Your Brand The Spotlight With XYZ
Video is everywhere, and if you even want to stand a chance of setting yourself apart, you need a team in your corner. After all, videography can be tricky and time-consuming, which will take you away from being able to run your business and give it the attention that it needs. That’s why you need professional videographers in your corner. That’s why you need XYZ.
Your business deserves the best digital marketing and videography to maximize its potential. Get professional, high-quality videos that will catch eyes and direct traffic towards your brand by simply contacting XYZ Marketing today. By utilizing our team of expert videographers, writers, and editors, you can have amazing high-quality videos tailored to your company’s unique voice and style.
So go ahead and boost your company to the next level. Go With XYZ.