While a successful video marketing campaign is far from formulaic, you’ll want to follow a few steps to guide your process, no matter what type of video you decide to create.
Many hiccups and setbacks can be avoided when you work with a strong plan. Determine your goal, audience, platform and who will be in the video. If your video is outdoors, plan for the weather and time of day.
Even if no words are spoken, you still need a script. A few paragraphs should be enough for most short videos. Write in cues for audio, graphics and any speaking parts. Time your dialogue and other elements of the video in your script and, when in doubt, err on the side of brevity.
When filming day arrives, make sure you have the right gear. If you invest in just one item, make it audio. Even smartphones can film decent video, but bad audio is a dealbreaker for viewers. Luckily, decent audio can be achieved for much less than you’d think. Shotgun microphones are a great all-around pick, while lavalier mics are the best choice for capturing crystal-clear dialogue. If you’ll be outdoors, consider adding a windscreen to combat any crackly wind sounds.
Trimming and arranging clips are the staples of any editing process. Most editing software will do this in an intuitive drag-and-drop fashion. Make your footage smooth with B-roll cuts and transitions and add any titles, graphics or animations. Though they can be exciting, try to keep special effects and unique transitions to a minimum, as they can be distracting if overused.
Balancing your music, dialogue and sound effects is crucial to making a video that will connect with your audience. You can alternate fading each element in and out for smooth transitions or you can experiment with all three and find a volume level that complements each sound element. Make sure that you license any music you use or else pick a royalty-free track.