5 tips for producing great video

This article first appeared on PR Daily in June, 2015. 

A report from Cisco offers a glimpse into the future of content marketing and video.

The research says it would take one person more than 5 million years to watch the amount of video that will cross global IP networks each month in 2019. That statistic alone should make you start thinking about how to make your brand’s video content stand out.

Consider these techniques:

1. Start with strategy. As with any communications initiative, always begin with a plan. Before hitting the record button on your camera, be clear about your company’s goals, target audience and message.

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2. Keep it short and compelling. Many of today’s most popular YouTube videos run less than a minute. However, the length of your video should be determined by your goals and the type of information you’re trying to communicate. It’s difficult to keep an online viewer engaged for more than two or three minutes. If you have a lot of content on one topic, edit it into several shorter videos. Regardless of the length, begin your segment strong. Open your piece with compelling visuals and information. 

3. Reflect your brand’s standards. A more casual, less perfectly produced video style is acceptable on social media. What’s most important is that your message should be congruent with your brand. A casual presentation shouldn’t equate to low standards or quality.

4. Use smartphone accessories. If you are producing video on your mobile device, add accessories to upgrade its recording capabilities. For example:

Microphone: All too often, bad audio ruins good video. A smartphone-compatible microphone will update your audio capabilities. Directional microphones enable you to record presentations clearly on your mobile device.

Tripod: Shaky video looks unprofessional. Choose a tripod designed for a smartphone to keep your phone steady.

Lighting: To avoid dark, underexposed video, add a portable light to your equipment list. A small LED light can be mounted to your phone.

5. Customize your content for specific channels. When producing content, keep the various social media channels in mind. Certain types of videos are more popular on specific social media networks. Understand the specifications for each destination, and, if necessary, create multiple versions of your segments.

Based on the Cisco report and what we’re already experiencing with the video boom, this is no time to be camera shy.        

Lisa Arledge Powell is president of MediaSource, a public relations firm that specializes in brand journalism. MediaSource has been named Best Health Care Agency in both 2013 and 2014 in Ragan’s Health Care PR & Marketing Awards. Connect on Twitter: @LisaArledge.

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