Advances in technology and the need to communicate without in-person contact converged in 2020, making video a more essential vehicle than ever for personal and business uses. Even before COVID-19, the video was established as a powerful tool used for a wide range of marketing and internal communication applications.
From product demonstrations and webinars to customer testimonials and company profiles, video can present information and message to large groups of audiences through a variety of online platforms.
The following is a sample of some telling statistics that demonstrate the value of video marketing.
- 60% of people prefer watching videos online over traditional television viewing
- More than half of all online users watch videos every day
- Online video viewing on mobile devices continues to increase by 100% every year
- Over 1 billion hours of video is consumed each day on YouTube, the second-largest search engine in the world
- Viewers of online videos retain 95% of the information being presented, compared to just 10% of text that is read
Video Marketing in the Age of COVID-19
The coronavirus pandemic has affected the way we all live our daily lives. With remote working environments now standard for the foreseeable future, the business world is adjusting to social distancing guidelines by creating alternative ways to communicate with consumers, existing customers, and internal staff.
Thankfully, the technology and systems in place prior to the pandemic allow companies to take full advantage of the power of videos for marketing and internal business communication needs. Already an effective way to reach targeted audiences, video content is even more important to market your business, your brand, and the products and services you provide consumers without putting people at risk.
Why DIY Video Production?
The widespread availability and acceptance of mobile devices like smartphones and tablets mean that people have the power to shoot, edit, and distribute video content from the palms of their hands. In digital marketing, however, quality matters, and it takes production professionals to produce content that will drive consumers to your website and compel them to become customers.
Home offices can also be used as remote video production studios to effectively communicate your business messaging content. With some basic knowledge of production best practices and a creative approach, you can produce highly effective video content to achieve your marketing goals and objectives.
DIY Video Production Equipment Needs
The three main areas to focus on when setting out to produce a DIY marketing video are the video, audio, and lighting equipment. Depending on your needs, budget, and technical expertise, there are a variety of options that will help you produce video content to meet your marketing and internal business communications needs.
Video Equipment
- Smartphone or Tablet: Common mobile devices of today can shoot video footage that required an expensive video camera just a short time ago. The quality goes up with each new version of the latest smartphones and tablets, enabling you to create professional-looking imagery when you have the proper lighting and audio setups.
- Action Cams: This would be the ideal time to dust off that old GoPro you received as a gift and have only used once or twice. Action cameras create unique, dynamic content that will draw viewers in and keep them interested.
- Professional Cameras: While professional-grade video cameras add significant quality and sharpness to your content, they remain costly investments and should only be used by experienced and tech-savvy production veterans.
Audio
Audio is often the most neglected aspect of video production. The built-in microphone on your computer or earbuds captures the sound at its most basic level. Investing in an affordable computer microphone plugged into a USB port will drastically improve your video’s audio quality. Though more expensive, lavalier mics will raise your audio to a more professional level with a noticeable level of improvement. An audio mixer will give the production more options to provide the best possible sound quality for your video.
Lighting
Desk lamps and other household lighting will often provide uneven lighting and create shadows, hot spots, and overall harsh lighting. If these are your only options, it is better to bounce the light off of a nearby wall or piece of white cardboard to soften the look of your subject. The camera loves natural light, though it can be inconsistent and change without a moment’s notice. Since the demand for in-house video production and streaming in the COVID-19 age, upgraded lighting equipment like LED lights, clamps, and mounts have become more varied and accessible, and come in a wide variety of styles and price ranges.
Using Stock Footage
An effective and affordable way to add to the quality of your DIY marketing videos is through the use of stock footage. Shutterstock, Getty Images, Film Supply, and Envato are among the most popular digital video warehouses that offer millions of hours of vintage and modern footage for use in digital marketing videos. You can find footage related to a variety of industries and topics in all types of price ranges.
Voiceover
Professional voiceover artists are largely unaffected by social distancing guidelines and other pandemic-related restrictions. Using voiceover talent for your marketing videos will organically add a level of credibility and trust. Celebrity voiceovers can be expensive but provide a great return on that investment. Finding and hiring voiceover artists is easy through services from companies like the following websites – Voices, Voice123, and Fiverr.
Types of DIY Videos
Regardless of the equipment and services you use to enhance DIY digital marketing videos, it takes creativity and the ability to think outside the box to create engaging, effective content. Through the limitations of DIY video production presents, there are still many different types and kinds of videos that can be produced from the comfort and safety of your home.
Corporate Video
During these unprecedented times of remote working and social distancing, it is crucial to maintain communication channels with business relationships of all kinds. Even a simple talking-head video updating clients, partners, and employees can keep everyone updated and in the loop on the state of your business.
Thought Leadership
Video content is an excellent vehicle to educate existing and potential customers that present your business as an industry leader and trusted resource for consumers—helping people to understand our business, and the solutions you offer consumers with DIY marketing videos will raise your awareness and visibility among those most likely to find value in your services.
Webinars
Live webinars and other streaming events allow you to engage and interact directly with targeted audiences in real-time. Show off your latest products and highlight features and functions to live audiences throughout the world. Webinars can be taped, distributed, and archived for maximum use and effect.
Product Demonstrations
Depending on the nature and complexity of your product, demonstration videos can be produced out of your home. Product demos effectively break down processes and functions in easily digestible segments that can be re-watched and referenced when needed.
Openbox Videos
Seeing a product is opened from its packaging and set up for use is a surprisingly entrancing and compelling way to showcase your products. There are now hundreds of YouTube channels devoted exclusively to openbox videos that show viewers exactly what they are getting.
Case Studies/Testimonials
Let your customers do the talking. Testimonial videos are easy to produce and let consumers hear firsthand how effective you are at providing solutions to their problems or needs.
Animation
Animation is another video technique that can be done without risking the health of production teams. Animated content allows viewers an engaging, dynamic way to absorb and retain the information being presented.
DIY Animation
For those with creativity, skills, and technical acumen, there are a variety of DIY animation services and software options available on the market. Lumen 5, Prezi, and Moovly are some of the most popular companies offering animation software on the market today.
Hiring a Professional Video Team
Professional video production houses can take existing content and stock footage and produce high-quality marketing content to increase online presence and brand awareness. If you need an idea of cost then feel free to try this video production cost estimator to determine cost.
The types of video a professional production team can produce remotely include:
Talking Head
Video production professionals can take a simple self-shot talking head video, sharpen the image, and insert graphics and music to create a marketing video representing your business and your brand.
Remote Animated Videos
Animation typically involves one animator in front of a computer using state-of-the-art software.
The result is dynamic, engaging video marketing content created without the risk of personal contact with other team members.
Editing
Video editors can also work their magic on their own with ample social distancing. These professional digital artists generally prefer being alone in an editing bay for hours to put the video together in the most impactful ways.
Video is a Valuable Resource in Unprecedented Times of Remote Living
However long the coronavirus impacts our lives, the effects will be long-lasting. The business community has adapted to changing focuses and consumer habits. Marketers in all types of industries use video as an alternative to in-person events and messaging opportunities.
With the right equipment, a little bit of technical skill, a whole lot of creativity, and the help from professionals when needed, your marketing efforts can continue without interruption by producing videos remotely from the comfort and safety of your home.
Guest Submission by Torrey Tayenaka (CEO Sparkhouse). Opinions expressed in the article are of the author.