5 Top Tips for Filming and Editing Marketing Videos

If the last two years brought about one thing, it was this: a huge rise in self-shot and self-edited content.

We too pivoted. At Pickle Pictures, we helped our incredible base of diverse clients – marketing companies, law firms, government branches, community agencies and otherwise – to pull together stock images, branding assets, video production stock footage, old videos and more to create some incredible marketing materials that no-one would ever know came out of COVID.

So – what did our clients learn?

That so much can be done in-house. That’s why we’re the perfect video production partner – we help you create effective, engaging, professional quality video marketing, social media videos and high quality animations from whatever content you can afford to pull together.

Are you ready to up-skill? Here are our top 5 tips for filming and editing marketing and social media videos of your own!

1. Start your video production journey with development

Too often, we see clients jump straight to the stage or shooting or scripting their project without first considering what narrative they want the video to include, or be built around.

Development is one of the most important parts of the project. During development, you can make sure your high quality marketing and social media videos:

  • Are clear on key messaging – what’s the “takeaway” message?
  • Have an obvious and aptly incorporated narrative – what story do you want the content to tell, and why?
  • Find ways to make sure the content embodies your mission, values and business objectives
  • “Storyboard” your ideas – sequencing these in an appropriate and best-fit order
  • Include CTAs (calls to action) – what do you want your audience to do after watching the video, and how will you prompt this?

In short, don’t skimp on the planning. This is how you can ensure you create high quality marketing and social media video content with kick, class and longevity in mind.

Fun, energetic, full of life. Here’s a great example of an effective and engaging marketing video.

2. Prepare your talent, video content presenters and interview subjects

Everyone knows how terrible it feels to walk into a meeting you feel underprepared for.

Likewise, we’ve all seen corporate video interviews where the subject has looked uncomfortable, a little scared, or really just not that into it.

As a producer (or co-producer) of high quality video production content and animation, you’re going to need to carry that professionalism into the way you prepare the human talent featuring in your videos.

Here are some ideas to make sure that’s the case:

  • Put time and effort into writing and editing a good script
  • Issue the script to talent well before the shoot date
  • Hold a pre-production meeting to discuss the video concept with the talent – the more you can demystify the process, the more comfortable people are likely to be
  • Hire an auto-cue machine
  • Ensure that your script and video narrative leaves room for shooting spoken phrases in short, sharp takes – this is so your talent doesn’t have to memorise large chunks of text

And, if you’re in doubt, we can always give you some additional tips or help you with a simple script check and edit. Get in touch!

3. Take note of the composition of your shot

Have you ever gone to take a photo, only to be left wondering if you’ve placed the subject/objects in the image in the best places? Don’t know where to begin? Hmmm. It’s tough.

Or is it?

Now, ever heard of the rule of thirds? It’s awesome. Let us explain.

The rule of thirds is an important and highly-regard guideline in photography and videography which applies to the process of composing (or structuring) visual images.

This theory posits the ideas that with any image (photos, video productions, animations included), you can take an image and split it into nine segments using three horizontal and three vertical lines. Basically, the rule suggests that you should be aiming to centre key elements of your shot in any three (e.g. one third of the image, total) of these segmented areas. Put simply, this is how you’ll get the most striking and visually engaging image for high quality marketing and social media videos.

Here are some more ideas, fresh from Naturettl.

4. Beware of lighting temperatures

Well, well, well. We could write a full post on just this topic!

Most people will realise that great lighting is central to high quality marketing and social media videos. And yet, what most people won’t realise, is how to get it right.

To start with, you should avoid setting up a shot with two or more light sources that emit a different temperature, or quality of light (think big, bold, brigh LED lights as opposed to warmer, softer lamps). Look around your set – have you taken this into consideration during video production?

Another great thing to do is check in with a video production company or lighting specialist who can help you plan what kinds of professional lighting setups (that you can arrange or hire) will be best-fit for your context, concept and situation.

Don’t forget – we’re here to help you!

Working in changing lighting conditions can be challenging – but with the right preparation, it will always pay off!

And, finally…

5. Always ‘cut’ when the action happens

Have you ever seen an awkwardly-edited video in which a shot kind of lingers before the action actually takes place?

A great rule of thumb to use when editing your marketing and social media videos is that when you’re cutting from shot to shot, make sure you do so at the precise, key moment at which the next action takes place.

For example, if you’re filming someone walking down a long, narrow hallway, you’ll want to cut to the shot of them opening the door at the exact moment that their hand makes the hero movement: the opening of the door handle.

Look closely at your favourite videos and you’ll notice this is a favourite technique of editors the world-over.

But of course, if you need any help with this, that’s why we’re here.

We can’t wait to hear from you and start creating the great marketing content you’ve always dreamed of.

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