5 Tips to Bring Video to Channel Marketing, Pt. 2

In Channel Maven’s last blog post, I covered the first two of five steps to create a fantastic, professional video to use for better partner enablement: scripting and building a set. This time, we’re going to cover three more steps: filming, editing, and marketing, or promoting your video. Here we go…

Filming
In your video kit, you should have the following:

• Handheld or lavaliere microphone: better than your camera’s onboard mic
• Camera: of course!
• Tripod: to keep the shot steady
• Headphones: to monitor sound as you film

Camera types:

• iPhone/smart phone: works for a quick 10-second Twitter or Facebook video, but please get a better rig for longer videos.
• Consumer: these run $500-1000, can film in HD, and many accept microphone inputs.
• DSLR: these are digital single-lens reflex cameras, which are like professional photographer’s cameras, but newer ones can record video as well. The image quality will look amazing, but most don’t have onboard audio. This means you’ll have to get an audio recorder in addition.
• Prosumer: these are a mix of consumer and professional cameras with advanced features, filters, settings, and lenses that are far superior to consumer cameras. This is my personal choice.

When it’s time to film, set up your camera (on the tripod) and take a test shot to test lighting, audio, and mark with tape on the floor where everyone should stand. Do this before you start filming.

When the talent shows up, make sure you know the project. Inevitably, when I led a video shoot, an executive would arrive (not having read the script or knowing anything about the project) and ask what we’d be doing. As the producer and/or videographer, you should be familiar enough with the project to be able to confidently communicate the details to everyone who will appear in the video.

Make sure you get lots of extra footage and film segments a number of times from different angles, just in case.

Editing
There are lots of resources out there to learn about video editing. My favorites include VideoMaker and Vimeo Video School. Both offer tips for filming, lighting, buying equipment, and editing.

My basic editing tips:

• Use simple cuts
• Be consistent (if you use a fade in for one transition, use it for all of them)
• Don’t use graphics, unless necessary
• Music should help tell the story, but not overpower the content

Marketing
Now it’s time to promote your video masterpiece!

Post it in You Tube, of course. Make sure to add your call to action link appears in your video description, you can also add a call to action overlay with a live link on your video. Add relevant tags and a compelling, descriptive title and you’re ready to promote.

When the video’s live on You Tube, you can embed the video on your blog, share the link on Twitter, post it on Facebook, share on LinkedIn, and be sure send it to your Mom, too. She’ll be proud!

My final tip is not to aim for a viral video. Aim to create a compelling, entertaining, interesting, and useful piece of content that helps your audience.

What other tips and tricks do you video mavens have? Having trouble getting started?  We’re happy to help. Drop us a line or leave a comment.

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