- Decide what purpose your video should accomplish for your business or nonprofit, and which target audience you are trying to reach. How are you trying to persuade people to think or act? What do you want people to do after watching the video — what is the call to action?
- Invest in the equipment, expertise, and effort to produce a quality product. Skimping on lighting, for example, can create a video that is grainy and amateur-looking.
- Write a script, including details such as camera angles, music, sound effects, setting(s), and wardrobe.
- When filming people such as executives or employees, have them speak in their own words, instead of using a script. Just let them say two sentences or so per take, and expect to do a lot of editing afterwards.
- Use all kinds of footage to make your video interesting to watch. Even stock footage can be used. Take establishment shots of signs, company headquarters from the exterior and interior, action shots of people on the job, and close- ups of details.
- Keep your videos short. Three minutes is long enough. Thirty seconds is about as short as you can go. If you have a lot to say, break it up into several videos. Let your video carry one message and one purpose.
- Infuse the video with the attributes associated your brand. There’s nothing wrong with a video being light and funny, if that’s what works for your brand.
Seven tips for successful video