Ask the Experts: Q&A with Nick Lockheimers – In-House Video Best Practices

video best practicesVideo is one of the main marketing topics for 2018. Shooting a video sounds good in theory, but it can feel challenging to get started. Our go-to, in-house video expert, Nick Lockheimers, has a few introductory best practices tips if you’re thinking about taking on in-house video in the new year.

How should someone prepare who’s never been on video?

Write down what you want to talk about. If people are more comfortable using a prompter, it’s good to have one available, but never have anyone solely rely on it. Practice is also key. Before filming, make sure the person has practiced. They need to feel comfortable about the subject they’re talking about and how they’re communicating it to the camera/audience.

What video editing programs do you like most?

I’ve been lucky to have used both Final Cut Pro and Adobe Premiere Pro. Both have their pros and cons, but because I also work on 3D and motion graphics, I  prefer Windows. Premiere is part of the Adobe Cloud, so we can share projects and custom media libraries between teams, like web dev and creative, regardless of the OS. Can’t do that with Final Cut Pro, unfortunately.

What are a few “don’ts” that come to mind when shooting a video?

Don’t bring too many people in to film. You can’t have a focused recording session if they are too many people to corral.

When filming interviews or “talking-heads,” remember to take breaks. People need time to clear their mind. Even a short video is going to take several takes, so book time with breaks in mind.

Don’t be afraid to “screen test” your talent before your shoot. Make sure they meet the specific requirements for your project.

What is the basic equipment a company needs to produce marketing videos?

A lot of people like filming with DSLR cameras, but they can’t record more than 10-20 minutes at a time. So if your needs include presentations, long-form events, and interviews then a dedicated HD video camera will be essential. Invest in a tripod and quality recording gear. A boom mike, for example, is flexible to location and indoor shoots. If working in-house soundproof a room if possible, and record sound separately if your camera’s onboard sound is poor. Other than a dirty lens, nothing can ruin good footage faster than poor audio!

As Nick points out, it’s best to have a plan. Gather the right equipment for both recording and editing. And make sure people are ready to film. If you’re thinking of setting up your own, in-house video, keep reading to learn about our top ten video strategies.

  1. Make your video easily viewable and shareable from any type of device.
  1. Create “attention grabbers.” This is the bait used to engage consumers. But once you get people’s attention, make sure to offer something of value that relates to their interests, don’t just interrupt.
  1. Marketing videos need to first expose a problem; this applies to the visuals as well. Using credible information builds value for your brand’s offering. Then, proceed to solve the problem.
  1. Identify your audience for each video just like you do for any other content you publish. You want them to like and share your content.
  1. Strategize how to use ads to engage highly targeted audiences; try to highlight their passion and loyalty. You don’t need to start with a large ad budget to start segmenting your groups. Begin by learning the culture and what’s relevant to them.
  1. Include a CTA that makes sense for the video; note that not all videos will have a call-to-action, especially if used primarily for brand awareness. Get creative if you want to be remembered.
  1. Test everything and take notes for what worked and what didn’t. The more you produce quality videos, the more data you’ll get to make informed decisions about your strategy going forward.
  1. Gather your social interactions to help identify advocates for your brand. Invest time to learn about services like Amazon, Yelp, Google, and Facebook for reviews. Testimonials can help strengthen your brand’s presence.
  1. For direct marketing purposes include a phone number or URL at the end of the video. When filming influencers collaborate with them to create an ending or sign off that’s natural to their process.
  1. Videos have about a 3-month shelf life. It’s best if you figure out ways of repurposing your video as part of you pre-production strategy rather than an afterthought.

How do you plan to incorporate video into your marketing strategy? View IMI’s YouTube video gallery and stay tuned for more videos to come in 2018!

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