Online Business Video: Don’t get left behind!

Video is rapidly replacing text as the preferred online communication medium, so you must know how to create, host and distribute video — simply, fast and affordably.

This handout will provide you with the key information you must know.

Applications of Video — training, content marketing, etc.

Web site blog
Client testimonials
Home page on your site
Emailed to current or future clients
Posted to LinkedIn
Uploaded to Facebook
Internal communication
Team introductions
Virtual tour of your location
Posted to Twitter
Online course content
How-To’s
Added to Google+ page
Frequently asked question responses
Uploaded to YouTube
Live training sessions
Job interviews
Customer generated content
Uploaded to Vimeo Pro
Product or service reviews
Time-shifted instruction
Posted to Pinterest
Product reviews
Email video pitches
Client’s thoughts or input
Video podcast or WebTV
Product demos

Consider Intended Use

Showpiece
Highly produced using a professional equipment and shot/edited by someone with a great deal of knowledge of video production.
Price: $5,000 to $50,000.

Workhorse
Less produced but usually shot with two cameras and substantial editing.
Price: $1,500 to $5,000.

PDQ (Pretty Darn Quick)
Usually shot with smartphone/tablet with minimal editing — or produced using a low-cost video-creation tool.
Price: $0 to $500.

Video Varieties

When people think about video, they often think in terms of what’s called a “talking head” video — but there are
many other types as well.

Here are primary varieties of videos and the low-cost tools you can use to create each in PDQ or workhorse quality

  • On location (smartphone, tablet)
  • Edited using video clips (iMovie, MovieMaker, VivaVideo)
  • Screen capture with voiceover (PC – Camtasia, iOS – ScreenFlow)
  • Slide deck with voiceover (PowerPoint/Keynote with Camtasia/ScreenFlow)
  • Automated (Magisto, Animoto, Videolicious)
  • Animated (Powtoon, GoAnimate)
  • Whiteboard (Videoscribe)
  • Sketch (Doodlecast, Doceri)
  • Action (GoPro camera)
  • Webinar (Google Hangout, Go To Webinar, Webinar Jam)

Video Shyness Tips

Some people are naturals in front of a camera but others struggle. This has happened before with voice mail and email. At first, many people were uncomfortable with these new communication tools but, by necessity, they got over it. With the explosive adoption of online video, getting comfortable on camera will also be essential.

First, realize that a lot of online video doesn’t require you to be on camera (see video varieties above). Second,
everyone worries about how they look more than anyone else. Others are watching your video for the content — not
to check you out. Third, JUST DO IT — the more you get in front of a camera, the more comfortable you will get.

Here are some other tips for being comfortable on camera:

  • Be yourself, keep it light, have fun, smile, stay loose
  • Use a teleprompter (see “studio components” below)
  • Look away from the camera (like you’re being interviewed) with script
  • Don’t worry about getting it right the first time — do multiple takes
  • JUST DO IT — you soon won’t have a choice to not be on camera

Video Editing Programs

Learn to use the video editing programs on your smartphone. For more advanced editing, the following programs are simple to learn and use on your phone and computer.
Phone App: iOS – iMovie | Android – Viva Video
Computer: Mac – iMovie | PC – MovieMaker

Moving Video From Your Phone To Computer Tips

We suggest using Dropbox. Just install the app on both your smartphone and computer. Then, after you take a video
on your phone, click on it and you’ll see an option to upload it to Dropbox. A few minutes later it will be available within
your Dropbox account on your computer.

Don’t try to email or text videos — larger files will fail and, if they do send, the files will be compressed and of poor quality.

Video Hosting Tips

Video files are very large so you need an online place to host them (a place different than where your website is hosted).

It used to be that YouTube was a good option but no longer, due to: terms-of-use restrictions, the prevalence of pre-viewing video and re-targeting ads, the association of your videos with competitor videos, and the fact that it doesn’t enable all applications of video.

Depending on your budget, we recommend three options: Vimeo ($60 or $200 per year), Content XLerator ($600 per year), Wistia ($300 to $1200 per year). Another, less expensive, option that requires more technical capability is to use an Amazon S3 account.

Video Distribution Tips

Once you have created a video, there are no shortage of places you can put it. Here are some of the options.

  • Website, Blog
  • Private Membership Site
  • Social Media Networks
    (Facebook, Twitter, LinkedIn, Google+, Pinterest)
  • Shopping Cart
  • Video Podcast (iTunes)
  • Video Sharing Sites
    (YouTube, Daily Motion, Vimeo)
  • Email Newsletter
  • Website Testimonial Location
  • Video Email
  • Learning Management System (online training)
  • Private Online Location For Employees (Intranet)
  • Slide Deck Embedment

Depending on the destination, there are four options for video distribution:

  • Upload the video from your smartphone/computer directly to a location (e.g., YouTube, Facebook)
  • Use the “embed code” provided by a video host (e.g., website, LinkedIn)
  • Use the “play link” (opens a new window where the video plays or plays within the application) provided by a video host (for video email)
  • Set up an RSS feed from a video host (iTunes)

The challenge with video distribution is that it can take a lot of time and can be quite complicated. But, services are
now available that simplify & accelerate the distribution of video — upload once, distribute to multiple locations
(OneLoad, Content XLerator, TrafficGeyser). Another option to simplify the management of video is to use
single-purpose applications (e.g., BombBomb for video email, Bravo for video testimonials).

Video Recording Tips:

Clean the smartphone lens
Wipe the linens clean with a glass cleaning cloth.

Don’t cover the microphone
Know where your microphone is on your smart phone and keep your hands clear of it

Charge your battery
Especially for the new 4K video, it consumes a lot of battery life.

Don’t use digital zoom
Use your feet to move closer or farther away from a subject.

Hold the smart phone horizontally
Holding your smartphone horizontally is crucial. Don’t film with your camera in the vertical position.

Framing
Unless there is something super–compelling in front or behind the subject that you want to include in the shot, focus on your
subject exclusively. Keep them in the center of the shot or to the left or right side with the bottom of the frame at chest
level ­— and leave room to the left or right and above the head of your subject.
Side iPhone Shot
Center iPhone Shot

Sound
Invest in an external microphone that plugs into your phone. Your sound quality will be greatly improved. Also, record your
video in a quiet place.

To ensure the best audio quality, be in close proximity to your subject. Unless your subject is amplified or speaking very loudly,
a distance of 2 to 5 feet is ideal. A good rule of thumb is, if you can’t hear your subject very well, the audio is probably not
being recorded at a sufficient level.

Stability
When possible, use a tripod or mono pod to stabilize your smartphone.

Otherwise, try these tips to keep the camera still:

  • Grip with both hands and keep close to your body
  • Rest the smartphone on a stable surface
  • Position your body against a stable surface

Also, when filming, don’t use the camera’s zoom and pan in a slow and even manner.

Lighting
Purchase the light kit we recommended and, when using it, turn off others lights in the room.

If you don’t have access to these lights, try these tips:

  • Don’t aim camera at a light source
  • Shoot in an area with a consistent light source
  • Shoot near a window or outdoors

Build Your Own Studio
It is much easier to control lighting and sound when you build your own studio. Your studio equipment will be set up and ready for shooting video at any time.

Studio Setup And Elements:

BXL's In-House Studio
BXL Studio Lighting DiagramMicrophone
Movo PM10 Deluxe Lavalier Lapel Clip-on Omni directional Condenser Microphone
$24.95

Microphone Extender Cable
StarTech.com MUHSMF2M 2m 4 Position TRRS Headset Extension Cable
$5.45

Tripod
PlatinumPlus by Sunpak 6600DX Heavy Duty Tripod
$65.00

Phone Mount
JOBY GripTight Mount for SmartPhones
$14.48

Studio Lights
StudioPRO 4000 Watt Ultra Bright Continuous Lighting Kit
$279.95

BXL Studio Tripod Diagram - SideSeamless Photo Paper
Savage Seamless Background Paper (107” x 12yds, #56 Fashion Gray) -we prefer white or grey
$45.00

Web Camera (optional)
Logitech Pro 9000 PC Internet Camera Webcam
$129.96

TelePrompter (optional)
Pad Prompter
$279.00

TelePrompter App
Teleprompt+3 iPad App
$24.99