Video production is one of the most time consuming efforts one can take on when trying to create content for online media. It is not only one of the most time consuming but can be one of the most labor intensive and cost prohibited methods to engage an audience via a message. Now, I know that it has become easier to take that small video camera, shoot some video, upload it to YouTube, and post it to the site. But there is a balance: when to use professional based services/equipment and consumer based services/equipment.
As this is one of my areas of offering…I understand the market is shifting with online video content being created and offered by more consumer based models. But, with that said…this leads me to my argument. There are times and places when to use video content for the blog. There are times and places when to use consumer based equipment and when to use more professional based services. Bottomline…it comes down to MESSAGE. Yep!
Regardless of how and why you approach the production, video for the blog can be POWERFUL…Yes, if used the right way! Now, I am not an expert, just a person that understands user-centered applications of video content. I did get my graduate level education based in user-centered design and audience analysis and I been working behind the camera since 1992 with numerous awards for broadcast television excellence. That was the credibility spin for you…but it was to let you know I am not just shooting you a line of bull.
Here are some thoughts to consider when creating video content for your blog:
- Do not put all of your eggs in one basket. Basically, no need to feel like you have to record an eight minute video about your thoughts when you can spread out the topics to multipurpose the content.
- Multipurpose the content. You are going to invest in time in setting up the equipment to shoot the video, shot lots of short video segments that can be used not only in the blog but in other areas.
- Keep the video content to around a minute, and no more than minute and a half. Remember, the attention span of a quick clicking web browser can only engage in video content so long.
- Create multiple short video segments within one shoot. I worked with a client and we shot a whole years worth of content in one day, enough to release one video on his blog once a week.
- Know that the video content for the blog must either take the complimentary position to the written content or the reverse. Know which is the most important content and shape the post based on this concept.
- Research a good technical set-up for the shoot, if you are a one man show. DO NOT sit in front of a mirror or window…the camera will not like that. You can also use a household standing light as your “key light” filling your face to make you not look so dark.
- Make sure you have a good audio set-up. This means invest in a microphone that can record you; so you not sound like you are standing across the room.
- Consider hiring a video producer/message creator/videographer for this production. This person will help you formulate your message and keep you on task with the message and delivery. They will also help you with the technical side so you can focus on the delivery and not if the camera is going to tip over.
- Use the power of YouTube. It helps you with SEO and also with that big homogenous linkage system that powers Google. Plus, it can play on almost all the mobile devices so anyone can view your message within your blog.
- If you want to consider private hosting, consider someone that deliver to mobile devices via HTML5 or other javascript based applications. I use Sorenson360 and it has great user analytics from viewership to length of video watched.
So…take with a grain of salt. Give me your thoughts and ask questions.