Making a video is easier than you think

Some people thrive in front of the camera. Born to feel the warm glare of the lens in their faces, they’re naturals at recounting those on-the-record stories. The majority of us however, would rather crawl under the bed with our cat then be anywhere on the wrong side of the camera.

However, with organisational statistics now making a solid case for both internal and external video content, you’d be remiss to forego this modality if you want to see some strong results in engagement, revenue and a burst of good cheer across your organisation.

And, I’m here to tell you that making a good video is seriously a cinch. I have journeyed inside your mind and have answered the questions you likely have as you stare down the proverbial barrel of your first awesome video.

WHAT DO YOU SAY?

If video is going to be the successful human engagement tool that it is, it must deal with the issues that are causing your people see problems or disengage in the first place. Video is a form of communication designed to solve problems. As a leader, are you concerned that your employers don’t feel valued for their work? Is there a disconnect between how people actually work and what the company credo professes? All organisations face issues to some degree, so developing video strategies to tackle the specific areas where your employees are struggling or prospects are dropping out is key.

Once you identify the problem, follow up with a solid theme that can be broken down into a series of topical clips. A video really doesn’t need to be longer than 90 seconds, so say one point (humorously, poignantly) and save the next one for your next video blast.

WHO SAYS IT?

A wide range of people can serve as the stars in your video strategy and provide valuable insight in getting it off the ground. Who do you want to get on camera on a frequent basis? Which teams or departments are most likely to hold frequent video meetings? Which employees are excited about the possibilities of video and ready to serve as ambassadors for the program?

Whoever your dream stakeholder is, make sure they’re available for the approach you have in mind. Some stakeholders may also have concerns about video or be worried about how it will impact them, so you need to get some clear parameters in place that help them embrace the solution.

WHEN DO YOU SAY IT?

The goal here is to make videos consistently and sustainably. Your video program will fizzle out if you go hard at first but then can’t sustain the level of frequency, mastery or delivery that came at the project’s outset. As I mentioned earlier, try filming in bulk. A minimum half-day shoot should allow you to capture around 5-8 short form pieces to camera, depending on the format. A full-day shoot achieving 10-15 pieces to camera will bring the cost per video down even further, though it would be wise to schedule different presenters throughout the day (or even outfits) to get the most out of it.

One of the easiest ways to build depth in your online video catalogue is to record existing events and presentations at which you’re hosting or speaking. Industries host dozens of leadership or client events during the year – so bring your camera along! By capturing the relevant ones and editing down to a digestible online format, you can extend the shelf-life of that presentation and engage a wider audience online.

HOW DO I SAY IT?

Whoever is holding court in front of the camera should be encouraged to speak naturally, rather than trying to recite a script. Natural delivery is so much better than sticking to a tele-prompter verbatim. In fact, I steer clear of the tele-prompter all together, for anything other than bullet-points.

Even incredibly articulate and well informed people can come across as dull when presenting to camera. The best approach is to seat an ‘interviewer’ to the side of the camera and to film over their shoulder. Voila – you can have a ‘normal’ conversation with the interviewer without overly worrying about the whole camera thing. No matter which method you use, make a personal connection with the viewer through the camera. Speak from the heart.

HOW DO I FILM IT?

Most content creators are more worried about the logistics, what camera to use, what lenses to bring, ambient sound, script, budget, etc than what they’ll actually say. Alternatively, the cost of hiring a production crew and equipment and setting up in your offices is a headache, whether you film for 5 minutes or 2 hours.

That’s why one of the most important factors for video content success is the quality of your production partner. A good production partner can take a simple piece to camera and add some stock footage and graphics to make an office video look like a $10,000 production (for 1/100000th of the cost).

At Shootsta, we add a lot of value in post-production. Professional editing, graphics and cutaways are added to the video shot on location to create a strong, directed message to convey your ideas.

As you can see, this whole video thing is easy – it’s about managing the technology and production around it. I want video to be a fun, creative and exciting resource within your organisation. Outsource the complications by contacting us.


About the Author:

As the Director of Strategy at Shootsta, Chad Lakin’s role is to make your video production content team smile again by empowering you to produce your own content.