In previous Power of Video Marketing articles, I talked about strategies and platforms to make sure you reach the right audience. This last installment goes over some of the gear that you will need to get started as well as easy-to-use software tools to help you edit videos like a pro. And I will point out where to find great tutorials on making your own videos.
Getting Started-Hardware
There was a time when creating a marketing video for your business meant hiring a specialized agency, booking time in a studio, renting expensive gear, and paying a hefty price. This is no longer the case. The best place to begin your video marketing equipment journey is with the smartphone right in your pocket. The modern smartphone is a powerful tool that typically has a 4K camera or can at least shoot video in 1080p. Don’t worry about the difference between these two HD standards as a beginner. They are minimal, and the quality of the video comes out great either way.
Pro tip: When shooting a video, always shoot with your phone held horizontally. You’ll get a wider, more inclusive shot.
Tripods
You can hold your camera in your hands when shooting video, but if you’ve ever seen a shaky video, you understand it’s better to invest in a tripod to stabilize the camera. Tripods basically come in two sizes. There is the highly portable small tripod which can be placed on a table or stand.
Very often, these small tripods also have flexible legs that can be bent and attached to just about any object for stability and they normally come with a remote play button. They are durable, easy to stow in a gear bag, and ready for your onsite location shots. These tripods typically cost between $10-$50 and are readily available on amazon.com
The traditional tripod has telescoping and retractable legs and a multifunction camera mount that can pan and tilt with the use of a control arm. This type of tripod will also usually come with a handy wireless remote play button and a carrying case. They can cost anywhere from under $20 to several hundred dollars, but you should be alright with one in the $30-$50 range.
Pro tip: Make sure the tripod has a mount or adapter for the smartphone.
Mics for Sound
One of the most overlooked but crucial elements of a great video is sound. You can have the most beautiful background setting, but if your sound is bad, the video will turn off potential viewers. There is no need for a furry boom mike, but you don’t want to use the mic in your smartphone either. This is where a lavalier (lapel) mic shines.
Lavalier mics are a great, cost-effective alternative to getting a full sound kit setup. They are useful for a variety of purposes and are great for any video recording where you may need to move around. These mics come in many different sizes so find the one that you are comfortable with.
Also, lavaliers come in wired or wireless varieties. The advantage of a wired mic is there’s no need for a battery that may run down over time. A key disadvantage is that you are tethered to the camera so movement will be limited. Also, the cord or wire may snag on items. A wireless mic allows for much more mobility, but as mentioned, has a need for a battery that may need to be recharged periodically and is a bit more costly. A good lavalier mic can be purchased for around $30 to $50 (both wired and wireless) so make sure to do some more research to find the one right for you
Pro tip: If you are investing in a wireless lavalier mic so you aren’t tethered to a camera, make sure it is Bluetooth compatible.
Simple Lighting
Another overlooked area of video production is lighting. If you’re a beginner, the easiest setup for lighting is a simple ring light familiar to anyone that has done a conference call online. These can be desk-based or laptop-based with a clip to hold them steady. Or they can be mounted on a tripod for videos where you need to film a wider area. A multifunctional piece of video equipment is a combined tripod and light as seen here.
These are great for demonstration videos where you may be moving around, and they are super easy to set up. Cost for these range from $20-$50 and are available on amazon.com.
Pro tip: Shoot with the light source behind the camera person, not behind the subject being videotaped. Photographers almost always shoot with a light source behind them to put light on the subject, but there shouldn't be a light source behind the subject being videotaped.
The smartphone, tripod, lavalier mic and ring light are a great start to get your video marketing off the ground. If you want to take the production value of your videos to the next level, you can invest in a dedicated digital camera with interchangeable lenses and 4K capability. These cameras typically cost several hundred to thousands of dollars, and a detailed analysis of types and functions is beyond the scope of this article. However, there are many great review websites that can help you narrow down choices and make recommendations when you are ready.
Getting Started-Apps and Software
An integral part of the video production process, and usually the final step, is to edit the content after it has been recorded. When using video editing apps and software, you’ll be able to rearrange scene order, trim sections of the video by clip, and adjust light and sound if necessary. Typically, you will want to do edit processing of your videos on a computer, but with a smartphone, you can use an app right on your device.
Smartphone Apps
All smartphones, whether iPhone or Android, usually come with a video recording app like iMovie or QuickTime already installed. These are fine for beginner applications and allow for quick edits and setup. However, their functionality is limited to basic use without any extras, and you will soon find that you want to take your videos to the next level with added features.
A true mobile video editing app offers multiple creative layers that can add real polish and professionalism to your videos. These kinds of apps bring a new level of functionality that can add an audio track, text, special effects and graphics overlaid on top of the video.
While many of the video editing apps have a free version available, you’ll want to get a paid version, if possible, to unlock all the features of the app and to ensure there are no copyright marks in any recorded video after editing.
Here are some suggested smartphone apps to explore and get started with:
Adobe Premiere Rush
• Works with all smartphone platforms (iOS, Android, Windows)
• Free starter plan
• Export directly to video platforms like YouTube or Vimeo
• HD and 4K capable
FilmoraGo
• Works with iOS and Android
• Free version available
• Export directly to video platforms like YouTube or Vimeo
• Has desktop version with many more capabilities
Kinemaster
• Works with iOS and Android
• Free to download (with copyright markup on videos)
• Export directly to video platforms like YouTube or Vimeo
• Comes with filters and effects built into app (more available in paid version)
Desktop Software
You’ll find that shooting a video is relatively easy once you have the equipment setup and go through a couple of takes to get started. Video editing apps for your smartphone can help with creating professional looking graphics and provide editing features right on your phone. Taking your marketing videos to the next level requires editing the video with desktop/laptop tools.
Once upon a time, these tools had a steep learning curve and were designed with the professional video editor in mind. Thankfully, modern desktop-based software editing tools tend to favor an easier user interface that makes video editing uncomplicated and straightforward. This “easy-to-use” trend in the software makes it easier for every business to produce professional-looking quality videos as part of their marketing strategy.
The best user-friendly desktop editing software supplies all the tools necessary to make great video content that will engage your audience. And it does not need to cost a small fortune. In fact, for around $100, you can get video editing software packages that let you add special effects, create company branded intros, apply impressive filters, and easily cut together complex scenes that include photos, videos, music, voice-overs, and much more. These are a few examples:
Adobe Premiere Elements
Adobe Premiere Pro is an industry-standard video editing software designed for professionals. Adobe Premiere Elements is the simpler version of Adobe Premiere Pro. Adobe Premiere Elements is perfect for small businesses that are new to video editing software and looking to develop a solid foundation for their video marketing program. Plus, once you become familiar with Premiere Elements, the step to Premiere Pro isn’t all that much of a leap.
Wondershare Filmora
Filmora is a great video editing platform suited to beginners that want to make videos for YouTube, Twitter, Instagram, etc. It has over one thousand video templates that are ready-made to use with a simple drag-and-drop interface. The visual editor is easy to use and supports simple animations and features such as motion tracking and seamless transitions. The final production comes out polished and professional looking.
InVideo
InVideo is a cloud-based video editing platform that lets you create and edit videos within your browser. This means there is no software to download, and any changes made are automatically saved online. Like Filmora, InVideo has thousands of templates available that you can use to simplify the creation process. It has an easy-to-use drag-and-drop interface that allows you to edit templates by changing or adding video segments, audio, text overlays, color schemes, and animations. Whenever you are finished editing a video you’ve created, you can download the files directly to your computer.
Ready! Take Action!
For a business that is looking to take their marketing to the next level by incorporating video, the tips and tools mentioned in the Power of Video Marketing series will take you from complete beginner to video marketing creator and artist. All of the gear, apps and software mentioned in this article are affordable. However, you are encouraged to do your own research based on your video marketing plan and goals. Don’t be intimidated by a video project. All it takes is some trial and error, and you can make professional looking videos too.
Editor’s Note: Glenn Meeks is an expert on marketing and sales for the pallet and recycling industries. He currently offers website design and online marketing services tailored to the pallet industry. He can be reached at glenn.meeks@woodviewmedia.com or by calling 856-866-6055.
