If you are producing video to help market your business, then
you don’t want anything in that video program to distract from the
message. That’s why it’s important to make sure your technical
elements are done correctly.
Thus, the production value of your video needs to be as good as
it can be. Many times, you only have one opportunity to catch the
attention of consumers. If they notice your glitches more than your
marketing messages, then your efforts have been wasted and your
company’s reputation might be tarnished.
Not long ago, producing a video with high production values
meant hiring a professional video production crew that understood
the technical aspects. However, the digital world has changed all
of that. Today, you can have a quality video product with just a
Paying attention to the following technical aspects will help
you create quality work.
- Lighting – Viewers must be able to see the
person or item on the screen. If your video is too dark and it is
hard to make out, then don’t use it. Find an alternative. If your
video has just one person on screen talking to the camera, then
make sure that person is lit well. Light kits are available for as
little as $100.00.
You can also light a subject with natural light. Here’s a tip: Find
an office or a conference room with a window. Place your subject
facing the window. Then position the camera so it’s back is toward
the window. Then use the natural daylight to light your
Conversely, “hot” video or video that is over lit is not
acceptable, either. If you see a lot of white in your frame
replacing your background or foreground detail, find a way to
reduce the light.
- Stability – While shaky camera movements work
well for dramatic purposes in film and TV, I’m not a fan of seeing
them in marketing videos. They are very distracting!
Consider investing in a tripod. You can find them at most
electronics stores and they are not expensive. If you are using a
smartphone to record video, there are adapters available that you
can use with the tripod, as well.
- Level Your Image – To avoid distracting
viewers, your video needs to be level. That means making sure your
camera is set up in a way so that it is not tilting to one side or
the other. Most tripods have a bubble level built into them. Use
If you’re not using a tripod, then line the right edge of your
frame up with a vertical line in the room such as a corner or
bookshelf. Find something to help you level the image. Otherwise,
the tilt will distract viewers.
While tilting the camera worked for Batman in the 1960s, it won’t
work for your marketing video!
- Sound – Audio quality is very important. You
want to make sure that your on-camera subject is heard clearly. The
last thing you want to have happen is a viewer wondering, “What did
that person just say?”
Audio recorded from a computer or smartphone microphone tends to
sound hollow because they are not of good quality and are designed
to pick up sound from all around a room.
Instead, consider investing in a mic that is designed to pick up
audio from just one direction. You can find lavaliere and handheld
mics of decent quality for under $60.00.