Social Content Marketing revolves around two goals: Getting audience attention, and Keeping it. And the most effective way to do this is through video.
This information isn’t new. With the growing popularity of social media, marketers have found that videos of original content are up to ten times more likely to be embedded or shared than similar static social posts.
And a convenient way to get this content is sitting in the palm of your hand.
Your smartphone is capable of doing more than making calls and surfing for cat videos. You can shoot short-form, highly engaging video content perfect for Social Media simply by following these five guidelines.
1. Turn, turn, turn
Do. Not. Shoot. Vertical. Video.
Websites, computer screens, televisions, movie theaters — even our own eyes — are engineered to be wide screen. Vertical video is squeezed between two black bars, giving the impression that your audience is missing out on the big picture. And it just looks bad.
Shooting horizontally, or in landscape, allows your smartphone to capture more of the picture, including backgrounds often missed in vertical shots.
And shooting a landscape will actually make your picture better too. By turning your phone, the video capture loads more resolution, allowing the video to be utilized on any platform, easily edited or even incorporated into existing higher resolution video.
Switching to landscape mode may also help with stability because it nearly forces you to use two hands.
2. Check Your Audio
Smart phone microphones are built to provide good sound quality for calls, but this does not transfer well to video, particularly when shooting at a distance.
And easy fix is to use an external microphone, which can be as cheap as $10.
Not so easy to fix is distracting background noises like traffic or voices. Even quiet sounds such as air conditioning fans can muddle your sound quality. To avoid these sounds coming through on your final video, film in a quiet, carpeted room if possible, setting the external microphone as close to the action as possible.
On outdoor, live-action or loud demonstration shoots, consider utilizing post-production music additions via a smartphone app.
3. Go Slow and Steady
Shaky-Cam may have made 90s horror films unique and exciting, but that camera trick doesn’t belong anywhere near your social media.
The most effective method of ensuring steady video is to place your phone on a tripod. These range from anywhere between $8 and $50 and are specially made for smartphones.
For shots that require mobility, invest in a gimbal. These handheld stabilizers hold your phone on an axis, allowing it to remain stable while providing a more fluid moving shot.
Gimbals can run anywhere from 50 to 400 dollars, so if you’re not ready to invest just yet, try this: start filming from a sitting or kneeling position, supporting your elbows on your knees to stabilize your hands.
If you need to pan, first stabilize your elbows on a solid surface such as a chair or table. Then pivot slowly, keeping you your elbows stationary. And although most mobile phones have a zoom function, the quality is better when the camera is moved closer rather than zooming in.
4. Switch on the lights
If you have ever had your picture taken with a smartphone’s flash, you know all too well that the photo is not likely to be flattering. But capturing video in low or poor light is not an option with a smartphone. They just simply are not advanced enough to capture video without adequate light. That’s why images and videos shot in low light look so grainy.
Consider investing in a lighting kit that includes a soft box. A soft box works by producing an even and soft light that reduces shadow without over lighting a subject. These start at $75, and an inexpensive starter kit with three lights can cost about $150.
For a more portable light source, an external LED flash and video light may be the answer. These wireless lights usually charge through a USB port and are easy to set up with any smartphone or tablet. These usually start at about $30.
As useful as you smartphone may be, it does have limitations. But these can be overcome with add-ons that amplify your phone’s abilities.
For instance, if your content tends to center around live events such as races, sporting events or nature videos, consider investing in a lens adaptor. The adaptors can be used as external zoom lenses, fish-eye, wide angle, macro, filters…the list goes on.
These lenses run from anywhere between $50 and $500, but are worth it if you are looking for particular shots time and time again.
An external lens filter kit can give you special effects without utilizing an app or expensive hardwear. These small adaptors can split images into twos and threes, take closer video and add color easily, all for about $40.