7 tips for a successful YouTube video

  1. Fletcher Prince on YouTubeHave a meeting to discuss and 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? Write this down in your video plan.
  2. Invest in the equipment, expertise, and effort to produce a quality product. Skimping on lighting, for example, can create a video that is grainy in appearance.
  3. Write a script or an outline, including details such as camera angles, music, sound effects, setting(s), and wardrobe.  Your speakers don’t have to say the lines verbatim.  It can just be an outline for the video.
  4. When filming people such as executives or employees, have them speak in their own words, instead of having them speak scripted lines. Just let them say two sentences or so per take, and expect to do a lot of editing afterwards.
  5. Use all kinds of footage and visual assets to make your video interesting to watch.  Even stock footage can be used.  Record establishment shots of signs, company headquarters from the exterior and interior, action shots of people on the job, and close-ups of details.  Don’t forget — you can use high resolution photographs and images as cutaways, and add Ken Burns effects or other motion effects to make they dynamic.  Try to change up the video and frame images every 15 to 30 seconds or so.
  6. Keep your videos short.  Two to five minutes is long enough to convey a main idea in a compelling way.  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.
  7. Infuse the video with the attributes associated your brand.  Funny viral videos are for entertainment, not for informing and persuading.  There’s nothing wrong with a video being light and funny, if that’s what works for your brand, but for business video, you also have to deliver substance.

About Mary Fletcher Jones

Mary Fletcher Jones is a public relations and marketing consultant, and owns Fletcher Prince (www.FletcherPrince.com). Follow Mary on Twitter @FletcherPrince.

Posted on August 11, 2011, in YouTube Video Tips and tagged . Bookmark the permalink. Leave a comment.


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