A business video is a very effective marketing tool.
It’s a big job, and in the wrong hands, it can lead to big mistakes.
Many of these mistakes come with big price tags.
These are mistakes that waste time, money, and other valuable resources that business owners don’t like to waste.
Often, this waste can be prevented.
Avoid these 10 common mistakes made by business owners when shooting their marketing videos...
1. Their video doesn’t tell a story
The reason why video is such a powerful medium is that it is able to strike an emotional chord with its audience.
Great videos convey messages that resonate with their viewers.
They do this by telling stories and introducing characters and situations that feel familiar to their target audience members.
If your video doesn’t tell a meaningful story – even a simple one – that provokes an emotional response with its audience, you’re basically missing out on the biggest advantage promotional video has to offer.
Tell a story and depict people or characters that mean something to your audience.
Work really hard on the script for your business video before you even think about shooting a single frame of video.
Without a good story, you have nothing.
Nothing can save a video with a weak story – not the best equipment, the best cast and crew, the best special effects… nothing.
If you can’t identify what these stories or characters are, then it’s entirely possible you don’t have a thorough understanding of your audience — in which case, you need to seriously consider revisiting your brand.
Your business video may call for the services of professional actors.
Or, depending on the situation, you may be working with real people who either work for your company or have been clients or colleagues of yours.
Whatever the case, you need to rehearse.
Do not waste precious time when your cast, crew, equipment, studio, and other rentals are all on the clock.
Wasted time is wasted money.
Even if you are hoping to capture “real” moments with non-actors, you need to prepare these people before they appear on camera.
If they are going to be giving on-camera testimonials, for instance, make sure they have a clear idea of what they are going to say and that they say it in a compelling and succinct fashion.
Have a script for them. Have them tell a story that resonates with the audience.
Make sure they practice making “eye-contact” with the camera lens.
Make sure they hold a relaxed posture and speak clearly.
Ensure that their wardrobe and makeup choices are appropriate. Make sure any jewelry they wear won’t cause distracting reflections or noises.
Remember, if something looks good off-camera, it might not necessarily look great on-camera.
3. They don’t location scout
Do not underestimate the importance of location scouting.
Before your shoot, make sure that the space where you want to shoot is not only available when you need it, but that it will be cleaned and prepped as well.
If any permits or permission are required to shoot in this space, make sure these issues are resolved.
Be mindful of reflective surfaces that might interfere with your shoot.
Double-check that noise levels and natural lighting will not be obstructive – keep in mind that these vary at different times!