Dos and don’ts when doing video on the web
Karen Shead, Head of Marketing
| Dos | Don’ts |
| Do put the best people you have in front of the camera. ‘Screen-test’ people in the organisation while you’re practising – you might be surprised! | Don’t be shy! But there is no point in forcing someone to do something that obviously makes them uncomfortable as it’s uncomfortable to watch too. |
| Be creative and think about what will engage your audience. Video can afford to be a less formal communication because of the nature of the medium. | If your video is web content, you are not usually making a mini-masterpiece so don’t expect perfection. YouTube videos are not being judged on the cinematography. Like most stuff on the web, what matters is relevance and quality of content. |
| Do think about what’s already going on in your organisation – you don’t have to put on a special event to get good, usable footage. And the more you video, the more people get used to being in front of the camera. | Video on the web doesn’t have to be about adverts or promotional ‘corporate’ videos selling your offer (although these are often seen online). Useful added-value content is what your customers will love you for. |
| Do practise so that you know your equipment – most modern equipment is both easy to use and easy to learn how to use. And train as many staff as possible so everyone is comfortable behind the camera. | Don’t get too hung up on the idea of making a video. Think about the message you want to communicate and work out the medium that best suits the message. If that happens to be video, great! |
| Do factor in time for editing as well as filming. | I know this blog is supposed to be about video, but don’t forget about audio! It could also be a suitable medium to share what you have to say. Record and share audio at the click of a mouse on Audioboo. Plus, audio in blogs really helps your search engine rankings. |
| Do keep it short and to the point. Generally, you can convey concepts faster visually than with the written word. | |
| Do think about the sound as well as the picture. Use a directional or lapel microphone if you have one – the mic on the camera is not always enough if you’re in a noisier setting– and do a soundcheck. | |
| Do storyboard your ideas – you don’t have to have a script, but a sketched out idea of the final product will help you focus on the footage you need and ensure the finished article meets your original objective(s). | |
Have any more tips? Feel free to leave your comments...
