There isn't much point to creating videos that market your product if you don't make them interesting for the viewer. A blank wall behind you makes the viewer believe you don't have much to offer. Conversely, too much “stuff” can be distracting. Finding the right balance is one of the keys to making an engaging, quality video.
If you use these simple production techniques, you can create a quality video that really shines.
Techniques & Style for Quality Video
For the most part, we have gotten past the era of only one camera angle. A talking head just isn't very interesting to watch or listen to, so adding simple techniques like multiple angles can lend a better result.
Cameras that give exceptional video quality are cheaper than ever. Even if you can't afford multiple cameras, shooting multiple takes from various angles and editing them together with b-roll of your product keeps the viewers' attention.
When you do multiple takes, keep your attention focused on the primary camera (or where the primary camera would be if you had multiple cameras). Otherwise, the edit can look jarring when you are always facing the lens but the viewing angle changes.
A more advanced technique would be to use a slider or dolly to give horizontal motion. This makes things seem more exciting because the viewer isn't looking at a static image. Certain types of movements can be done in post production if you are shooting at 4K or 1080p and uploading in 720p.
Production Design for Quality Video
The design of your environment is often overlooked even on large productions. You want the viewer to associate the background with the main subject.
The environment is a subtle way to let the viewer associate the surroundings as an extension of the subject.
For instance, if you are a florist you wouldn't want to film in a cubicle within an office. Surrounding yourself by seasonally appropriate flowers and greenery shows the viewer that you know your craft and can be trusted when buying or looking for an authority on the subject.
Find a balance between “not enough” and “too much” in the background. Having too many elements makes everything blend, which means the viewer isn't able to pick out details they might like.
It is also important that there be contrast, both in the lighting of the subject and their wardrobe. Wearing candy cane red and white might seem like a good idea around the holidays but if you are selling holiday items you might just end up looking like your decorations.
Sound for Quality Video
Sound is an essential aspect of any video, no matter how big or small. It is easier for someone to watch a video with poor visual quality than it is to sit through a beautiful video with terrible sound.
Humans as visual creatures can forgive poor visuals because we more readily interpret the actions. Poor audio quality is a distraction, and we quickly lose interest.
Even if you don't know how to record sound professionally, there are a few easy and relatively inexpensive ways to fix it. The first of which is to get a good, off-camera microphone. The microphone on your DSLR is not likely of high quality which leads to muddy sounds that easily distort.
Instead, utilizing something like a Rode VideoMic, or Zoom recorder drastically increase your quality without breaking the bank.
It isn't hard to make a quality video. But it is very easy to make a bad one.
Think everything through — from the camera angles to the decorations, wardrobe, and sound — to make sure you have something that isn't going to turn off potential customers immediately.
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