Needless to say, I first want to give you the option to consult with people who’ve been making corporate videos’, telling corporate stories and refining messaging for specific target audiences, for over 18 years. Even if only to guide you on your own video marketing journey, the video gurus at Boost Collective are the ones to talk to.
Alternatively, you can step onto the bus right away and venture into a very new and exciting world.
Here’s what (and who) you will find you need.
Tools you’ll need to start creating your own Videos for Social Media
A creative or preferably a bunch of diverse creatives to ensure you don’t put out the same (old) stuff and simultaneously adapt messaging to suit a diverse target audience across multiple social media platforms.
- A videographer, Producer, Scriptwriter, Director and Editor.
Let’s start with the videographer. No, he needn’t have a lifetime of skills or a 4-year degree. Whilst he/she must be technically informed on video equipment, camera’s and even mobile phone and relevant software, they also need to have the ability to tell a story, work with people and get into the detail
The Producer. Ideally, you have a producer who can plan the shoot and pull all the elements together to make it a stunning success.
The Scriptwriter. This creative translates the conceptual idea and vision onto a piece of paper to provide creative direction, structure, narrative and details around the outworking of your concept.
The Director. This person brings the vision to life by translating the script into a creative treatment, complete with a shot list. The Director is responsible for breathing life into the script in a practical way before, during and after the shoot. Note that your videographer may also be your director if you’re looking to save costs.
The Editor. Often forgotten and receives the least recognition for a very important job. Bringing it all together into a tapestry that tells a powerful story for the audience to watch and be inspired by.
The all-in-one solution. The person who can create, write, plan, film and edit! They do exist. That’s one of the immense benefits of the 21st century. Multi-tasking is back and Gen Z wants to do it all especially when it comes to Digital and Video Marketing. Caution! This is often not sustainable. This magical person is bound to run out of steam or start his or her own business as you’re not paying enough.
- Camera: A Smartphone can often suffice, but not in every circumstance. In fact, as a corporate who’s creating online video daily, know that there’s a layer of content that sits at a higher quality level and needs a little more expertise and camera quality.
- Lighting kit: Lighting is essential. It’s a good investment, the results speak for itself.
- Audio Kit: This is important but you can limit your shoot to not need it. Remember, 85% of Facebook video is watched without audio.
- Software and Edit facilities: This too can simply be a laptop or MacBook. Don’t skimp on the special effects.
- There is a multitude of options for online video production (Google ‘Video Making Software). Many offer free services but you know that ‘free’ is not necessarily the way to go, unless it’s for your nieces 4th birthday party.
- Important notice: Video Making software is not the same as Video Editing software. I am of the firm belief that using online software to make certain types of short and quality video’s, is a helpful and valuable contribution towards your video marketing content strategy. However, when it comes to video editing, this is when we enter the world of custom produced video content, where a little more than a few Rands or $$’s cross the table. Editing is not only a talent but it requires some training and years of experience to edit something that does justice to your brand or message.
- At Boost Collective we use either Avid Media Composer, Adobe Premiere or Apple Final Cut Pro X.
- For Video Maker Software, the most recent comparative information I could find is here but note that it’s authored by Biteable, who, whilst always featuring in the top 3 or 4 places for the best software, this article may be a tad biased. I suggest you do the homework and see what best suits your video production skills and budget.
As in any project you initiate, there needs to be a plan. This entails not only the roadmap to achieving a finished production that delivers on the goal and objective set, it means getting into the detail and ensuring that there is complete clarity on the following:
- Who’s your audience (design a persona and give your ‘person’ a name).
- What is your overall objective?
- What is your goal for this video?
- What action (reaction/response) you wish for your audience to take?
- Is the concept sound and message clear? (And will it achieve the desired action)
- What’s your budget?
- Logistics: Timing, crew, location, script etc or if you’re only using videomaker – have you got your Editor and producer on board? Where is the material or footage going to be sourced from? Who’s sourcing it?
- Revert to point 1 above. Your creative and production team!
- If you get this right, your production will be slick, sexy and in the budget. If you don’t, then rather stay in bed. It’s winter anyway!