Small businesses need to place equal priority on quality video production for a successful marketing campaign. Expert videos can open a world of marketing versatility, from engaging YouTube content to Instagram reels followers will voluntarily watch all the way through.
However, production contains trends just as much as any developing market. Your company may ignore some timeless and stylish tactics that will make your videos ascend in views above competitors. Here are six video production strategies you may be missing out on.
What Does Video Production Encompass?
Especially if your small business is making the initial dive into video marketing, it’s helpful to know the broad facets making up video production. Even if you’re a seasoned videographer, it helps to analyze video production in its essential parts and where you can improve adequately. It’s usually divided into three steps:
Pre-production: This involves everything that happens before filming. There are a lot of administrative tasks video production requires, like scheduling. But this step also includes creative conceptualizing like scriptwriting.
Production: It’s time to capture the video. Plan a lot of time for this phase, as reshoots and filming different angles might be necessary.
Post-production: Choose the best and most accessible video editing software because it’s time to make your content special. This is when you can consider filters, subtitles and graphics to superimpose.
There are countless variations of each step in the video production process, so you may inevitably be missing out on some that could increase views on a small or large budget.
1. Live Streaming
Dedicating time to a few live videos can help with customer and audience engagement since it gives them a real-time platform to converse with your company. The meaningful part of live videos is they increase purchase and engagement intention with consumers while saving resources.
They save time and money from excessive pre- and post-production since employees can easily pick up their smartphone and start a feed with little to no resistance. Marketers and video professionals can spruce up live video with other production aspects, such as finding ways to improve the resolution.
Depending on your sector, time-lapse videos may become the new secret weapon in your video toolkit. Time lapses capture the progression of time in photographic stills, but thread and speed them up to fit a realistically consumable video format.
Time-lapse videos have the advantage of showing the development of time-consuming projects in a short yet impressive space. They could display the construction of a building or the creation of digital art for a billboard.
3. Audio Manipulation
Many ignore audio in post-production, as lots of work went into the scriptwriting to convey the marketing message. However, there are plenty of valuable ways to manipulate audio to create more engaging and consumable content.
Have you considered making a silent video? There are plenty of ways to highlight your startup with a primarily visual experience. A nice backing track can highlight the company’s brand voice without words and adding subtitles can help keep active engagement without asking too much of already inconsistent viewership.
You could also experiment with voiceovers in audio production, narrating the work as it’s performed. Get even more experimental by voicing drawings or puppets for a video concept.
4. User-Generated Content (UGC)
This production strategy requires a little bit of traditional marketing. To create content born outside of your business, you may need to interact with customers who have given positive reviews or seek our brand ambassadors to create content.
This helps brand authenticity and shows viewers not all the content they’re viewing from you is company-grown. Most younger audiences prefer UGC content to professional ones, anyway. These influencers could promote your kitchen tool with a unique point-of-view video or interview shoppers as they make purchases.
5. Augmented Reality (AR)
It may be in your company’s best interest to try augmented reality video production techniques for more advanced techniques, specifically if you work in tech. Analyze your audience to see if this would increase or deter engagement.
Find programs that allow you to insert photos or computer-generated creations to ace AR in your video production. It can help provide an in-person experience for a potentially global audience. This may be a better and easier way to incorporate new tech into marketing instead of virtual reality (VR).
Especially if you have an e-commerce presence, AR could give consumers a storefront to make the business feel more accessible and homey. Users could see how large a coffee table will be in their living room or test a lipstick color.
6. B-Roll Footage
B-roll is backup shots of relevant content you can interweave throughout the main visuals — or a-roll — to provide variety. Imagine a zoologist talking about animals, but the video is just the individual talking. The video production heightens if you splice a-roll with footage of the animals in the discussion.
This is the b-roll performing its vital function of keeping viewers engaged. It also increases video length if necessary and reduces editing time by incorporating ready-made shots among the principal footage.
Incorporating New Video Production Strategies
While video marketing is essential to any marketing portfolio, it’s critical to perfect execution and experiment. Not every video production strategy will work for every company.
The critical reminder for video creation is to be flexible and dedicated. Online video consumption is only rising as time passes, so the best time for small businesses to try new production strategies is now.