A few factors go into creating an effective do-it-yourself video.
Equipment
Most smartphones offer decent video quality. This means your main piece of equipment is already in your pocket or purse. You want to shoot from eye-level, so viewers aren’t looking up at you. Ideally, your head should almost reach the top of the frame. Be sure to position your phone horizontally to capture a widescreen shot.
No one can see what’s behind your camera, so get creative with your setup. Books or stools can help you achieve the right camera height. And something simple and handy, like a mug, can prop up your phone and hold it steady.
For a more permanent solution, cellphone tripods are an inexpensive way to get your positioning right. And if you plan to walk and talk, a stabilizer can help you avoid that shaky look.
Lighting
Ideally, you want natural light coming from in front of you. Too much light from behind will cast shadows over your face. If your location lacks natural light, regular lamps or LED lights can provide a full spectrum of light for optimal brightness.
Audio
Good-quality audio is critical. Choose a quiet location – one that doesn’t create an echo or have background noise. If you’re using your cellphone microphone, position yourself within two feet of it so that your voice is clear.
You may want to buy an inexpensive smartphone microphone. They can improve audio quality, especially if you position your phone outside of that two-foot range.
Location
Choose a setting that reinforces the message you want to send. While many advisors use the same location each time, others vary it depending on their topic or tone.
For example, filming in your living room adds a personal touch. Just be sure to clear any clutter or distractions. Filming outdoors provides the advantage of natural light and background interest. But you may need a microphone to ensure proper audio quality. For a more serious topic, a formal setting such as your office may be appropriate.
For longer videos, you can film your key messages in separate takes and shoot from a couple different angles. Breaking up the material in this way can make it easier to say your lines without a script. Changing camera positions can also help to re-engage your viewers’ attention.
Clothing
Keep it plain and simple. Solid, muted colours are best, as patterns and bright colours can be distracting. In general, if you wear clothes that are comfortable and natural looking, you’ll come across that way on video.
Your message
You can use video messages for just about any communication purpose or material – from general topics to specific. Here are some ways that video-savvy advisors use video to connect with Clients and prospects:
- Introduce yourself and your process.
- Share your knowledge on technical topics.
- Share your own challenges – business or personal.
Video length
Nearly three-quarters (73 per cent) of business videos are two minutes or less.1 While different platforms have different optimal lengths, aim for shorter rather than longer.
No matter the duration, you want a tight script that gets to the point quickly. Depending on your comfort level, you might write out and memorize a full script, or just talk conversationally. Either way, look directly at the camera lens to connect with the viewer. Avoid reading as you speak so you don’t lose the natural connection that a video conversation can build.
At the end, include a simple call to action. What do you want viewers to do with the information you’ve given them?
