Video has become a key element of social media outreach and thanks to technology and very affordable prices, a good fit for any company regardless of size. Earlier this year I attended a Ragan Communications seminar on social media hosted by the folks at Coca-Cola in Atlanta. Among the many things discussed is how Coca-Cola uses Flipcams distributed all over the company for employees to shoot and post videos about what they do.
If it works for Coke it can work for you. If you already use a video camera, or are thinking about it, here are some tips to produce some pretty good looking videos. Remember, you're not shooting a major motion picture here, just some quick shots to tell your story. As the folks at Coke told us, "Good enough is good enough." That said:
1. Avoid being "shaky." Today's video cameras are very light, which makes them more prone to jittery video. Use both hands whenever possible. Hold the camera with one hand, support it with the other. Become "one" with your camera. Practice.
2. Available light. If you can afford a lighting kit and have the time and expertise to use it, go for it. If you don't, use the light you have. Keep the light in front of your subject, not behind. Today's cameras shoot wonderful quality video with natural light. Again, practice makes perfect. Experiment.
3. Natural Sound. "Nat-Sound" can be a very effective way of telling your story. If for instance it's a shot of kids having great fun with a toy or project, no amount of voice-over can beat it. NBC's Bob Dotson taught me years ago, listen first before you shoot video.
4. You can get great sound from your interview subject with the onboard microphones on today's cameras. But if the background noise is loud and distracting, move your subject to a quiet place for best quality. Other than asking a question you want included in your video, don't talk! This is especially important when shooting your "Nat Sound" clips.
5. Shot composition. Look for interesting ways to shoot your video. Certainly keep your company logo in the background when interviewing someone if possible. It's all about branding. Avoid shooting downward at subject matter. If you have to get down on one knee, do so. Think in terms of how the video will look when your target audience sees it on their computer or PDA.
6. Flipcams are great fun. But for a few hundred dollars more you get get a very high quality HD Camera which will provide you with excellent results. Video editing programs like iMovie are very intuitive and easy to use. It takes a little longer to edit and post your video, but the results are worth it.
7. Shorter is better. Keep your video short and to the point. You can tell your story in less than two minutes once you get the hang of it. With the exception of basketball, short is good.
Above all, go for it. Get a camera and start shooting and posting. Empower other members of your team to do so. Get everyone involved. When the next customer raves about your product or service, be ready to ask them, "Would you mind saying that on camera?"
Shoot it. Post it. Have fun.
Brian Olson
Conversation Starters LLC
"We start the conversation about you" (Video is a great way to do just that)
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