Video is becoming an increasingly popular format for brands to share their message. With 92% of internet users watching video online, digital ad spend in the UK is expected to increase to £16.2 billion in 2020. This follows a growing trend, as consumers begin to favour video when learning about products and services.
In this two-part guide, I’ll be sharing some insight into how to use video to make a positive impact.
There’s a range of products available to capture and edit video, each with their own qualities. Whether you’re a budding movie director or it’s your first time shooting video, there’s plenty of options available:
If you are new to video production, you don’t need to invest in new equipment to start. Here are some widely available options to consider:
Many smartphones today come with built-in cameras, many of which can capture high definition video. The new iPhone 11 Pro Max for example has a 12MP camera and can shoot 4K video up to 60 frames per second. These devices have the benefit of being portable, so you can also avoid the luggage that comes with professional gear.
Shotcut is a free video-editing software which works on all operating systems. Shotcut supports all video and audio formats, including 4K video. In addition to this, the free software offers all the effects you need to create memorable video, including colour correction and speed controls.
If you’re looking to jump into the higher end of video recording, try using equipment such as this:
This is an entry-level camera for those seeking industry-standard quality. With 4K definition and 5-axis image stabilisation, you can tell unforgettable stories in rich colour and detail. Whilst this camera comes in at a higher price point, it has all the features you’ll need to be creative with your shooting.
Adobe offers advanced software used for TV through to feature films. This software is capable of editing any footage from 8K to virtual reality, making it ideal for producing innovative content. This package also includes modern features to manipulate your video in every way possible.
High-end equipment isn’t needed to produce impactful video. In fact, research has shown that brands using images taken by the average consumer can out-perform professional studio imagery. Early adopters of this strategy include Dunkin’ Donuts, who aired the first TV commercial produced entirely on a mobile device.
Video can be produced in a variety of formats, each with their own characteristics. If you’re unsure what format is best suited for you, try some of these:
Native video is any video content that is uploaded directly to (or created on) a social network and played in-feed on that platform. According to AdParlour, these types of video receive 30% more video-play clicks than other formats.
Stories are an emerging form of content which allows users to upload vertical video which disappears after 24 hours. This personal format is becoming increasingly popular, and is expected to surpass native video as the primary way people share content.
Streaming a.k.a live video is another format growing in popularity. According to facebook, one in five (20%) of videos on the platform are live. In addition to this, users are spending three times longer watching live-streamed video compared to native formats.
That’s it for part one – stay tuned for part two where I’ll be sharing my top tips on how to make your video content engaging, and how you can measure the impact it’s had.