James Hakesley, COO of Nideo, reveals the tips and tricks to creating the perfect business videos
In this digital age a great business video should be an integral part of any company’s marketing strategy. Whether it’s for a small start-up with a limited budget or a successful international organisation, a good video can help reflect the company’s strengths and values, and encourage engagement with business prospects
There are a few key areas to focus on when creating a business video: framing, sound, lighting, appearance and scriptwriting. By remembering the following simple tricks, you will produce a film you can be proud of in no time.
Framing
Once you have established the purpose of your video and put together the best equipment and team possible, you need to think about framing. A badly captured shot can completely ruin a video.
Firstly remove any clutter from the background of your shot that could be offensive, portray your company in a bad light or has nothing to do with the subject. Replace it instead with a certificate, award or your product, if possible, to reflect the business’ achievements.
Play with space to keep your shots varied and interesting. Include some close ups and shots that leave some space above the subject. You don’t want to leave a huge amount of space but there should be enough room for the chin and neck.
A tripod is a very wothwhile investment if you have budget available. Using one will reduce shaky camera work, leaving you with a more professional finish.
Sound
Your choice of microphone will have an impact on the quality of your video’s sound. Always try to use an external microphone whenever possible. If you are working to a budget, cheaper options include a dictaphone or even a smartphone; just make sure both are held close to or above the speaker during filming.
If you are willing to make an investment, look to purchase a Lavalier microphone, which connects to your camera, or a Shotgun microphone that mounts on top of it. Alternatively a directional/boom microphone is held over the subject, much like those used in TV production. Always make sure the cable will fit your camera or recorder before buying an expensive microphone.
Before you start to record, carry out a sound test. This will allow you to hear any background noise and judge the volume of the spokesperson before filming. A cupped pair of headphones can help you hear any environmental acoustics and sound problems, so do try to purchase some if possible.
Finally, try to record in a sound-absorbent room with soft furnishings such as carpets and curtains.
Lighting
Sunlight the best source of light you can use when creating a video. You just need to know how to use it to your advantage. The optimum times to film are in the morning and afternoon as you will miss the glare of the midday sun and the light will remain soft. If you are shooting inside, place the subject of your video near to a window. Then, either place the light directly in front of the subject or at an angle, so it highlights a particular part of their face. Both of these options will illuminate the subject and give you top results.
There are plenty of options for those that have a small budget to play with and are looking to hire equipment. Go into any reputable lighting equipment hire shop to ask for advice on what your best available options are within the budget you have to play with.
When it comes to filming, either a ‘two-point lighting’ or a ‘three-point lighting’ setup is advisable when using a kit. A two-point setup involves shining one light directly onto your subject’s face, while the other is used to even out the light and remove any potential shadows. With a three-point lighting setup, one light is placed in front of the subject and another is placed at an angle to eliminate shadows. The final light is placed behind the subject which adds definition and helps separate the subject from the background.
Appearance
Thought should be put into choosing an appropriate outfit for your spokesperson to wear on screen. Dress for your intended audience. If the video is meant for like-minded business people, dress smartly.
Take your surroundings into account. For example, if the video is being shot in an office, shirts and ties are probably appropriate.
Avoid wearing overly bright or dark clothing that can affect the brightness of the picture in relation to the background. Rather than blacks, whites, reds and oranges, wear blues, natural tones or pastel coloured clothing. Also try to avoid checks and stripes as patterns can distort the picture.
Jewellery should be kept to a minimum, especially flashy or reflective pieces, jangly bracelets and dangly earrings. Clothes should fit well and be free of branding. Try your clothes on before you go in front of the camera, iron them and if you are wearing a shirt with a logo make sure it is subtle rather than overbearing.
Scriptwriting
A script ensures that your spokesperson knows what they need to say and your business video will really convey your company’s message. Keep your script simple, short and start by getting straight to the point. A viewer can easily lose interest to try to engage them as quickly as possible by mentioning how you can help them.
Build the story around your message, be clear about what you can deliver and finish with a call to action.
According to Forrester Research, one minute of video is worth 1.8 million words. By following these simple tips, there is no need to miss out on this exciting and engaging way to put your company in front of the right audience. Create a great video, find the right platform to share it and watch your business engagement grow.
