Tagged: video marketing

Video Marketing Tips for Success

Are you using video to enhance your marketing plan? If not, what’s holding you back? Here are three great video tips that can help you get started or improve your current video strategy.

  1. Keep Your Content Short

As any filmmaker can tell you, editing is one of the toughest steps. Condensing your content into a few minutes can be a challenge.Unfortunately, viewers have short attention spans so you have to keep it short, especially in the beginning. As you build your video library and measure viewership, you’ll start to see where there is demand for longer in-depth videos.

When it comes to social media, short-form videos are a great asset. These videos are ideal for sharing on sites like Twitter, Facebook and Instagram. In this format, customers can quickly view a message as they scroll through their social media feeds. Brands can quickly send a message that will be seen by a larger audience.

2. Create an Emotional Response

To help you start, channel your inner storyteller. Make sure you show the stories behind your product and get to the heart of how your product relates to real people. Emotions evoke a response from viewers that will stick with them much longer than an ad telling them to go purchase a product or service. Consumers want to feel like they are a part of your brand and they like to buy from companies who make difference in the world.

3. Make Your Videos Engaging

Did you know that 80% of online visitors will watch a video, while only 20% will read text? Video in itself is more engaging than any other medium in advertising. Consumers are constantly bombarded with others vying for their attention. From sales pitches, case studies, product information and more, your audience is almost numb to advertising in these forms. As marketers, we risk being so eager to push information at buyers that we forget to think about whether they’ll enjoy it.

You can evoke emotion and establish a connection with your viewers in ways not possible with written word. Get your audience talking to you and about you in a positive way.

Increase Your Video SEO Ranking By Understanding Retention

Youtube-Buttons-73-26-

Did you know that YouTube is the second largest search engine available on the web?

With thirty million visitors per day and over one hundred hours of video being uploaded to YouTube every minute, getting your video noticed can be a real challenge.

So, what does it take to get noticed? To answer that, you will need to understand how YouTube ranks its videos.

One of the most important factors for ranking is content that can hold the attention of your audience.

YouTube ranks your video based on how people engage with it. This engagement can be measured by video retention, comments and shares to social media.

When it comes to video retention and watch-time, the longer people view a video and stay on YouTube because of your video, the better your video will rank. Your video can be of any length, but if you choose to make longer content, but make sure that it’s something that will hold the attention of your audience.

By looking at YouTube’s analytics, you can find the audience retention tool. Here’s how:

1.Log in to your YouTube account.

2.In the top right, select your account > Creator Studio.

3.On the left, select Analytics > Audience retention.

4.Click the name of the video and play it.

You can use the Audience Retention Report to get an overall measure of how well your video keeps its audience. Use the report to see:

•Average view duration for all videos on your channel

•Top videos or channels listed by watch time

•Audience retention data for a specific video for different timeframes

•Relative audience retention for a video compared to the YouTube average for similar videos

Keeping your video at a length that matches the average view time for your videos can help increase your audience retention.

For example, if you have a video that is 10 minutes long, and your viewership goes down by 75% after the first 3 minutes, you may want to shorten your videos down to closer to 3 minutes.

It’s also important to note that likes and dislikes, view count and amount of shares plays a role in how you are ranked when searching YouTube. Social media shares will help get your video out to your audience, which hopefully will lead to more views.

Bottom line, the more views and the longer your audience stays tuned in, the higher your video will rank on YouTube. Follow these tips, and you should start seeing results.

Use Pinterest as Your Marketing Partner

Pinterest-logoPinterest is now valued at 11 billion dollars after a recent infusion of venture capital funding. The user base keeps expanding and Pinterest is rolling out new changes that just might prove to help with your marketing strategy.

We’ve talked about Pinterest in this space before. Most notably about how Pinterest is not just for women – perhaps one of the greater misconceptions about the website. In fact, men are now the fastest-growing demographic. At last count, males accounted for 12 million Pinterest users. That is more than the subscription base of GQ, Esquire and Sports Illustrated magazines combined!

To get men (and women) to pin (and buy) from you, make sure your website has pages with your products and services that are pinnable. To do this, check out this Pinterest page on how to build a Pin It button.

So, here are some ways you can take your marketing up a notch with Pinterest.

  1. Take Advantage of Improved Search Functionality

Pinterest has recently updated their search feature. Search results are now more relevant to the user. So to make sure you are found in the new Pinterest Guided Search, always include descriptions in your pins and pinboards that are keyword-rich. Use keywords that are unique to you and your business.

You can even influence how your blog post images are found in Pinterest! When you upload an image to your website or social media site, make sure you include “Alt Text” for each image. Pinterest automatically reads this “Alt Text” when someone pins your image. When they do, your “Alt Text” becomes the default description for that image.

Additionally, Pinterest’s Guided Search looks at pin descriptions to determine which pins are relevant to show in user searches. So be sure your “Alt Text” includes keywords relevant to your business and the image.

  1. Enhance User Experience with Rich PinsPinIt-1cwcc34

A Rich Pin is a special pin that offers more information than regular pins on Pinterest. There are five
types of Rich Pins: Article, Product, Recipe, Movie and Place.

The most likely ones for business use are the Article, Product and Place pins. These are not just for big brands. Bloggers and website owners can add Rich Pins to their content.

As an example, an Article Pin could include a blog post headline and the article’s introduction below the image. A Place Pin could show a map of your business location and driving directions. Once you have added Rich Pins to your website and blog posts, the data populates to Pinterest when someone pins your image.

There are three steps to adding Rich Pins to your online content.

  1. Add Open Graph or Schema.org markup to individual posts or pages of your site.
  2. Use the Pinterest Rich Pin Validator to make sure Pinterest sees your Rich Pin data.
  3. If Pinterest gives you the thumbs-up, click “Apply now” in the validator to submit your Rich Pin to Pinterest. Make sure to select “HTML tags” when you’re applying.

If your blog or website is built on WordPress, use the Yoast SEO plugin to add Open Graph data to your posts for the most Rich Pin types. There are several WordPress plugins available to make the process easier.

Learn more about Rich Pins with this Pinterest article.

  1. Buy Promoted Pins

Yes! Pinterest is launching advertising! Using the Pinterest Promoted Pins program, you can get your pins placed in other users’ feeds.

Promoted Pins blend seamlessly ith other non-paid pins in a user’s feed. At the time we posted this blog, Pinterest ad prices are considerably less than other social media sites. The Promoted Pins program is only available to U.S.-based businesses at this time.

One blogger and graphic designer is using Promoted Pins to direct users to a blog she posted with a call-to-action for a PDF of the blogger’s branding guide.

The blogger is getting a 74 percent opt-in rate on that blog post. That means a huge majority of Pinterest users are signing up for the guide after reading the post. With similar Promoted Pin campaigns, the blogger brings in 800 to 1,000 new subscribers every month. All this for less than $125 for the Pinterest ads.

For information on how to set up Promoted Pins, which will help you reach more people on Pinterest, see this Pinterest page about starting your first campaign.

  1. Prepare for Pinterest’s Buyable Pins

zcXeRe7MiIn early June, Pinterest announced they are going to allow users to buy products directly from the Pinterest Mobile App. Once launched, users will see a blue “Buy It” button on items that are available for direct checkout through the mobile app.

If you use Shopify as your shopping cart service for your website, you can get the “Buy It” button for your products now. You can also get on the waiting list for Buyable Pins by clicking this link. Pinterest will alert you when Buyable Pins are more widely available.

Click here for more information on Buyable Pins

Embedding big and bold graphics and images into your online content is more important than ever. Images encourage your users to share your work and Pinterest is a great place to share. There are many tools and resources to help you create compelling graphics. If you’re not an artist, or if you are not on speaking terms with a cousin who is, check out Canva for a free, online design your own graphic website.

You can also find high quality, royalty free, stock photography to purchase at Dollar Photo Club. All photos are just a dollar.

You can also find graphic artists that can design for you at Fiverr where prices start at just $5.

The Pinterest user base is growing; with these new Pinterest tools, now is a great time to consider adding Pinterest to your marketing mix. Your current and potential customers are on Pinterest looking for content and products like yours! Let them know you have what they want!

Meet Your New Website Driver: Video

 
video-productionWe’ve talked about video in social media in this space previously: Why video is important and how to use video. Regular readers already know we think believe video should be a vital part of any social media campaign, but what about your website?

Good for you if you’ve been using video in your social media. Don’t overlook your website. Videos are a great way to drive traffic to your website. Here’s a couple of ideas you may want to incorporate into your website marketing.

People Want Answers

Have you ever found yourself researching a topic on Google and discovered there were not only articles about your topic, but videos? Admit it; you probably went to that YouTube video before you clicked on an article. One great way to bring in new traffic to your website is to address those common questions your business gets with a video. People learn twice as fast when they see and hear what is being explained.

Think about how many times you’ve answered a customer’s question by demonstrating or showing them the answer. Make that demonstration into a video and post it on your website. However, don’t stop there. Include a link to that video on your social media sites with the question. It’s an easy way to increase traffic to your website and get the post shared. Which leads us to our second point.

Videos are More Likely to go Viralviral-marketing-word-mouth-38123871

When was the last time you read a news article that was “viral?” When it comes to viral content, it
seems like nine out of ten viral items are video. Yes, there may be text with the video, but the item went viral because of the video.

You may be thinking that your video may never see a million views. There’s more. The concept of
something going viral has more to do with how rapidly it is shared than how many actually see it.   Viral content is something shared with a wide network of people. Your video may not reach a thousand views, but however many see it you can leverage. If someone shares your video, they are more likely to return to your website and begin a relationship with you. Isn’t that more worth boasting about than having a million views?

Embed Everywhere

One of the great things about video is you can host the video on one platform – like YouTube or Vimeo – and then link to the video on your website and your social media sites without having to upload the video multiple times.

Embed the video in your website. YouTube, Vimeo and other video sites provide you with the URL to the video. On Facebook, including the URL address in your post will automatically create a special image and link to the video (or page). Just paste the full URL (include the “http://” part also).

If you run across a video you like that is relevant to your business, include it in your social media posts. It’s a great way to show your audience you follow others and that you value other content as well as your own.

Don’t Forget Email

Another area you can use videos to increase traffic to your website is through email marketing. We’ve discussed that in this space also. You don’t want to include the actual video in your email. The size of the video file is most likely going to be larger than most email servers will allow you to send. However, here’s a way you can include it in your email.

Take a screen shot of your video paused on frame that shows a key point. Include the image in your email. Make the image link to the video on your website (or YouTube channel). If that’s not an option for you, include the link to the page on your website (or social media site) with the video. Include a note in the email that the viewer can find more information by following the link.

If you haven’t gotten started in using video, be sure to check out our series of beginner tips for creating a video.

3 Steps to Better Video

Planning your video before you pull out the gear helps produce the best video possible. This is true whether it is your first video or you consider yourself an expert. It’s important to put the information you gather on paper, because this makes the actual shooting go more smoothly and quickly. Here are three steps to planning your video to help make a better video

Focus On Your Audience

First thing to do when planning the content of your shoot is to consider the audience you are addressing. When doing this, you will find a script is the most important part of the video. No matter what type of video you are planning, you must have a script. In some cases, an outline may be sufficient. In others, you will want to write out pen and paper form clipart modevery word. The script is your guide during the shoot. Stick to it.

A script helps focus on your audience. In most cases, your audience will be your existing customer-base.   However, if you are reaching out to new customers, don’t assume they understand your terminology. Make sure your script explains anything someone not familiar with your business might not know about your business.

Read over your script several times. Then have someone else read it. If you are shooting a ‘how to’ video, double check your script to make sure you haven’t skipped a step that may seem obvious to you, but may not be as obvious to someone only casually acquainted with your business.

If you plan to use an on-camera talent, make sure your spokesperson is comfortable when reading the script aloud before you set up the camera. It is important they speak the script aloud before you are ready to shoot. This way, your talent is completely familiar with the script and it helps find areas in the script with wording that may be awkward to say aloud.

It may not be necessary for your spokesperson to memorize the entire script. Since you will most likely edit the final video, your talent will probably only need to have small sections of the script committed to memory during the shoot.

Show Your Stuff

cooking-dslr-shoot-41The second step is to consider what you need to show your audience. A person speaking on camera for 3-minutes can be an incredibly long time if the speaker is the only thing shown in the video. If your video is about a specific product or service, you will want to make sure to display prominently the product or service.

After recording the person speaking on camera, record scenes of the product or service close up.   If, for example, your video is about a special technique you use to repair a bumper, be sure to show a technician using that technique. A close up of hands doing the process is always good to show while the talent talks about the process or product. Use this video to illustrate what your spokesperson is describing.

We call these “B-roll” shots. You will find it greatly enhances a video to show a close up of the product or the service that is the subject of the video. As you write your script, consider what b-roll shots you might need. Write them down in a shot list that you can refer to when you shoot. This way you do not forget to record the scenes during production.

Time and Place

The third step is to consider when and where you will shoot the video. Planning these basic logistics helps not only with the efficiency of your production, but they also affect the overall look of the final DSC_0661-2video.

Wherever you decide to shoot, keep in mind what you want to have as the focus, or main object of each shot. Be aware of everything else around the main object. In addition, is there something in the background that might distract from what you want the viewer to see? Always look carefully at the scene through the camera to see if anything distracts from the primary focus of the shot.

There may be times you want something extra in the shot, like a logo or something you specifically talk about in the video. You can make room for it in the shot or have it in the background.

When you are recording audio with your video, listen carefully for any background noise that might interfere with your main audio source. Is your scene in an area where people are working? If so, you might plan your shoot for a time when they are not working – like during a lunch break – or ask if they can take a break while you shoot. If nothing else, request they keep noise to a minimum.

If you take a systematic approach to planning your video, you will find the video shoot goes much smoother and editing will be much easier as a result.

No More Silent Films

If you want to make great looking videos and use a quality camera, like a DSLR, you are half way to audio-volume-high-hiyour successful venture. However, don’t overlook one very important piece of the puzzle – the sound.

Unless you are in the business of shooting silent movies or music videos, audio is rest of the story. In most cases, your audio will probably be someone talking. Hearing the speaker clearly is every bit as important as camera framing, scene selection or lighting in a quality video.

This post covers tips to help make the sound in your video be as compelling as the rest of the production values.

Why Does My Audio Sound Bad?

You should never rely on the built-in microphone of your video camera for recording a person speaking – no matter how expensive your camera. The audio recorded from speakers in the camera’s built-in microphone will sound very hollow. It’s not the best choice for recording the human voice.

The reason is that the camera’s built-in mic picks up every sound around it. It picks up not only sounds from the front of the camera, but also sounds behind the camera. Any sound your camera operator makes, the servo-motors in the camera – for the zoom lens and such, and the fan from your heating and cooling equipment, will all be heard.

If you have a DSLR camera, it most likely has a separate mic input that accepts an 1/8 inch plug. Use this for recording your audio. The only time you should use the built-in microphone from your camera is for recording ambient background sounds of your environment.

Lavalier Microphones

atr7000_lavalier_1_sqThe ideal microphone for recording a single person speaking is a lavalier mic – one that attaches to clothing. The design of a lavalier mic is specifically for recording the human voice.   This is the type of mic television newscasters use.

Clip the mic on the clothing about 6 inches from the speaker’s mouth – usually about the second button on a shirt or blouse. This positioning avoids picking up room noises or anything in the background that is not a part of the video.

There are two types of lavalier microphones – wired and wireless. A wired lavalier mic is good to use when the speaker is close to the camera. A wired lavaliere has a long cable that plugs into your camera. The price range for a good wired of lavalier mic ranges from about 30 dollars to 100 dollars.

A wireless lavalier microphone is a good choice if you have a situation where the on-camera speaker is required to walk around for a demonstration or is a great distance from the camera. The wireless mic eliminates a situation where the mic cable might pull the camera or cause a trip hazard.

A wireless mic has two parts – a transmitter and a receiver – in addition to the microphone itself. The subject wears the small transmitter. The receiver is at the camera. Wireless microphones start around 150 dollars and can cost up to a thousand dollars.

Whether you use wired or wireless microphones, depending on the manufacturer, you may need an audio adaptor. This box-like piece of equipment converts the large plug (called an “XLR” plug) to a plug that fits into your camera.

Handheld Microphones

There may be videos that require several people to speak on camera.   This is a good situation for your SM58-2moderator, or lead person, to hold a handheld microphone in front of each person who speaks. This would include the moderator himself.

There are wired and wireless handheld microphones. The prices start at just under $100 to several hundred dollars.

For all microphones – lavalier and handheld – the price is based on the frequency response of the mic. Usually, the more you pay, the better sound quality you will receive.

Don’t Forget The Headphones

shure-srh440-studio-headphonesWhen you record a speaker, it is always a good idea to have your camera operator, or another person, monitor the sound as you record your video. You must use headphones to monitor the sound. With headphones, you hear only what is recorded. It also allows you to listen carefully for any extraneous background noises. Most cameras have a headphone jack for listening as you record.

Remember, sound is an important part of every video, don’t leave it to chance!

Getting Started with Video

Last time, we talked about the prevalence of video in social media. In this blog, we want to give you some simple tips for getting started making your own social media videos.

Start With the Obvioussmartphone-camera-prevent-living-in-the-moment-8-13-2012

Obviously, your first and most basic need is a camera. You don’t need to break the bank with the most expensive camera on the market. Just keep in mind that cameras with more options will cost more. You can spend anywhere from a couple of hundred dollars to several thousands.

However, don’t forget you may already have an acceptable camera already – your smartphone! Anything from an iPhone 4 or later will work, as will almost any smartphone with a camera. Just look at what can be done with a smartphone and some great accessories!

The number of megapixels and the camera’s sensor determines picture quality. Generally speaking, more megapixels, the better the picture quality. Back in 1999, the average digital camera had less than 2 megapixels. Today, you can find cameras with 16 megapixels and more. However, the number of megapixels means nothing if the manufacturer has achieved it by cramming those 16 megapixels onto a small sensor.

Instead of going into a detailed technical discussion about pixels, you can easily determine if your smartphone camera is adequate by shooting a quick video with a couple of smartphone cameras you have available to you. Shoot the same scene and watch them back on a computer to see which looks best.

A smartphone is an easy way to get started; however, if you decide to get serious about videos, you will want to purchase a video camera.

Other Camera Options

For the budget-conscious, the GoPro is perhaps one of the most versatile cameras on the market. GoPro cameras starts at about $200. One drawback is you need to have plenty of light. Outside images will be great, but inside scenes will almost certainly require artificial lighting. Another drawback is you cannot connect a microphone to the camera.

Canon 5DAnother camera option is a “pro-sumer” camera. Most are HD capable. These also have zoom functionality – something you will not get with a smartphone or a GoPro camera. Prices start at around $150 and go to as high as a thousand dollars depending on the options.

If you are serious, about video, you should consider a DSLR camera. Most DSLR cameras are still-photography cameras that also shoot great HD video. There are two especially nice features about DSLR cameras. One is the ability to change lenses, which gives you more flexibility when shooting your video. The second is that the cameras have better sensors, which are helpful when shooting in low light situations.

DSLR cameras are a bit more complex to operate because of multiple settings, and they are a bit more expensive. You’ll find them priced starting around one thousand dollars and range up to three thousand dollars or more.

Steady As You GoGitzo-GT3530LSV-6x-Carbon-Fiber-Tripod-Legs

The next thing you will need is a tripod for your camera. A tripod is vital for a steady picture. No matter how steady you think you are, any scene from a hand-held camera for more than a few seconds is going to shake or move and cause the center of focus to move about on the screen. This is very annoying to watch and a major reason why many quit watching a video before its conclusion. Sure, some stabilization can be achieved in post production, but it’s not always a sure fix.

You can find all types of tripods for just about every camera on the market. From a smartphone to the most expensive DSLR cameras, there are several types of tripods available at a range of prices.

Can You Hear Me Now?

Finally, if you plan to record someone speaking while on camera, you must have a good microphone.   The built-in camera microphone does not work well for this. The built-in microphone will pick up every sound in the room. From the heating/cooling fan to someone walking in the room to sounds outside, a camera microphone picks up everything. Generally, these extraneous sounds are as loud as or louder than the person speaking on camera!

shotgun micIn these situations, you must use a good microphone that plugs directly into your camera. There are hand-held microphones and also lavaliere microphones that attach to clothing. With adaptors, most will fit a smartphone or a DSLR camera. Quality wired microphones can cost around $100 or less.

If you plan to have someone speaking in most every video, you may want to us a wireless microphone. You can find wireless microphones priced from a hundred dollars to a couple of hundred dollars, depending on the company.

Now you are ready to shoot video and get the most out of the picture and sound quality.

Video = Memorable Social Media

Everywhere you look today, video is popping up.

Consider this: Television is no longer the first, or even the primary, screen in our lives today. Surveys show that YouTube now reaches more 18-34 year-old US adults than any cable channel. However, it’s not just 18-34 year-olds that are watching videos on YouTube. Adults, parents and grandparents, are watching and posting their own YouTube videos.

Video is becoming so common, that nearly every publishing and social media platform now has, or is integrating, video capabilities.

Facebook Videofacebook-video

Even Facebook has embraced videos. Remember last summer’s ALS Ice Bucket challenge? For many people, it was the first time they uploaded a video to their Facebook account. Since July 2014, the ALS Association has received over $115 million in donations!

Even more remarkable, Facebook had a 50 percent increase in the use of video from just May to July of 2014. Facebook announced in September 2014 that it now delivers one billion video views per day! It is no wonder Facebook is introducing new video features to its site.

People Remember Videos

We are visually oriented; that is why we remember videos. If a picture is worth a thousand words, then a video is worth a million words. Actually, 1.8 million words! According Brainshark, a communications training company, the information retained after watching a one-minute online video is equal to about 1.8 million written words!

Videos speak in a way words and static images cannot. If you haven’t already, you may soon find yourself using Google to find a video to answer a question. Admit it, watching someone demonstrate something is much more effective than reading about it.

As a content creator, you should be creating videos that are relevant and engaging for your audience. Don’t worry about trying to create the next viral video. If you create content that your audience just can’t help but share with others, the viral part will take care of itself.

Using-Video-Marketing-For-businessUsing Video for Your Business

So, how do you use video for your business? Show off your work! Before and after images, video progress of your work or a time-lapse for automotive repairs are perfect ways to show off your work. Adding a date stamp is a subtle way to reinforce how quickly you accomplish your great work.

There are other ways to use video besides highlighting your work. You can use video to show off your facilities and employees. Perhaps you have new equipment; show it off with a description of the customer benefits it offers. Highlight your employee of the month and their work. You might consider giving a mini-tour of your facilities. You might want to offer a special discount for customers who specifically mention the video when in your shop.

Another good use of video is customer testimonials. Ask if a customer is willing to talk on camera about your business. You can have them talk about your awesome customer service, or how quickly the work was performed and if they would recommend your shop to their friends.

Perhaps you have an awesome holiday light display. Show it off! If you sponsor a local sports team, show highlights from the latest game.

Spread the Videos Around

Do not just post your video on YouTube or Vimeo. Link to it in your blog posts and on your website. The great thing about posting a video on YouTube is you can link to it on your website and get twice as much exposure. Also, encourage those who find your videos to share with their friends and followers.

Your videos can lead potential customers to your website or blog, and your website or blog can direct current customers to your video channel.

 

Video Lighting Tips

When planning a video shoot, it is important to plan the lighting. The reason is simple – the camera does not perceive light as well as the human eye. Generally speaking, anytime you shoot video indoors, the shoot will require artificial lighting. As we talk about lighting, we are not talking about the normal overhead office or shop lights.

Don’t Be Blue

If you only use the lights in your office or shop, you will find florescent lights tend to cast a blue hue over everything and regular incandescent lights tends to make everything have an orange tinge.  This means you probably need a video lighting kit. Ideally, you should use lights specifically designed for video, or still, photography. However, there are ways around using a lighting kit, but more on this in a moment.

Indoor Lighting3-point_lighting-CHcrop

No matter what lighting you use, you should know about the three-point lighting concept. This is the basis for the lighting of most all indoor videos.

The main light source, or strongest light, is your key light. The key light is near the camera and slightly to one side. The second source of light is a fill light. Place this light on the other side of the subject to soften most of the shadows. This light is generally the same power as the key light. The final light in 3-point lighting is the back light. This light helps separate your talent from the background on video.

Shooting Out Doors

If you are shooting outdoors, your key light will most likely be the sun. Shoot during the morning or early afternoon with the sun behind the camera and to one side. This avoids having your subject look directly into the sun. You don’t really need a backlight when shooting outdoors. However, you should use a reflector for your fill light. You can find a 40-inch professional-type reflector online for $50 or less. A good alternative to a reflector is a large piece of white poster board. The type you find at most office supply stores. Use a reflector to bounce the light from the sun onto the darker side of your talent.

If you do not have access to a lighting kit, here are some tips to take advantage of the available light. Since most videos shoots occur during the day, there are times you can take advantage of the sun even if you are indoors. You can use the sunlight from a window or doorway if the windows or doors in your building allow you to take advantage of the sun. If so, plan your shoot near a window or door to take advantage of the sunlight.

You might also be able to take advantage of the sun by positioning your subject in the shop near an open bay door.

It is important to remember to position the window or door behind the camera. Never shoot toward the window or door as the camera will adjust for the brighter outside light and your subject will appear as a shadow.

Lighting Alternatives

If you cannot take advantage of the sun and do not have a light kit, try using some of the lights that you might already have in the shop. Work lights put out a lot of light. Just be careful in how you use them. Work lights tend to concentrate light in the center with much less light toward the edges of the lighting pattern.

If you use these types of lights, you will want to avoid lighting ‘hot spots’ in your scene. The camera will always adjust to the brightest portion of the scene. This will make some areas dark in the scene. Work lights with a reflector behind the bulb tend to produce move even light.

Work lights are great to help fill in areas you want to show in the background.

Speaking of the background, if want to show something important in the background of your scene, be sure there is enough light on that background. This will make it that area appear clearly on camera.

If you think your shop or office has good lighting, shoot a test video. Set up your camera and gear in the locations you are thinking of shooting your video. Have someone be in front of the camera if you plan using a spokesperson. Watch your test video on a computer or TV. It may surprise you how dark the setting looks on camera, compared to how it looks to your eyes.

YouTube Advanced Tips for Small Business

Youtube_logoIn this post, we look at some YouTube advanced tips for small businesses. I have some advanced tips you can use to help make your business stand out and get the most out of YouTube.

If you are already posting videos to YouTube, you should Customize Your Channel! Customizing is well worth the time it takes to set up. You can add your company’s branding, customize the colors to compliment your company’s look, and add information and links.

When you set up a channel, it offers users the option to subscribe to your content at the click of a button. YouTube visitors also have the option to search just your uploaded content on your channel. The channel structure also allows you to highlight uploads, playlists, favorites or all videos.

With your custom channel in place, it’s time to Organize Your Content. Make your content viewer-friendly rather than just offering a stream of video uploads. Create playlists to group relevant videos together, or lump older content into time-related folders if appropriate. You could have a playlist of customer testimonials. Another playlist might be tips and tricks your employees have for your customers.

Remember that YouTube offers users the option to embed entire playlists into external sites, so give the creation of them, their titles, and description some decent thought. Be sure to check out our video on captions and tags for more on this subject.

using_youtube_analytics_sourcesYouTube offers every user free analytics data via the “Insight” button on every uploaded video. Be sure to Use YouTube’s Free Analytics Tools. Do not overlook this free-to-view information. It can offer you some valuable info on not only views stats, but demographics, community, and the most useful — “discovery” data — info on how users came across the video, including the links they followed to get there. This can be helpful in deciding how and where to display YouTube videos on your website. The tools are there – be sure to use them.

My final tip is perhaps the most important. Promote Your YouTube Videos. Don’t assume viewers will come to you just because you have a YouTube channel. Someone once said, “not advertising is like winking at a beautiful person in the dark. You know what you are doing, but no one else does.” YouTube visitors will not automatically think to look you up on YouTube. After all, there are those adorable animal videos!

Every time you post a video that is relevant for general sharing, you should blog about it. Then tweet it and mention it on your Facebook Page. Twitter and Facebook are easy through YouTube’s account settings that automatically publish news of a new video if you have linked up the social services. If you haven’t linked your YouTube account to your Facebook and Twitter accounts, do it now!

Screen Shot 2014-06-13 at 6.03.45 PMWhile on the video in YouTube, click the “Share” button. YouTube has some of the most common social media sites listed. Just click the button for the site to which you want to add the video. For blogs and other social media sites not listed, click the box below the icons to copy the HTML code. Sharing the video on your social media sites as well as your own website will help push users towards your video content.

One last tip – don’t shy away from allowing embedding of your videos on other sites — the more views the better.  So get out there and make sure your videos are seen! Good luck!