La guía definitiva para video marketing

Las marcas necesitan una estrategia de video marketing: esta idea no es nueva. Lo que ha cambiado es la importancia del video en la plataforma y el canal.

El video ya no es solo una parte de su plan de marketing general. Es fundamental para su alcance y esfuerzos de campa√Īa … especialmente su estrategia social.

El video ha dominado absolutamente las redes sociales. HubSpot Research muestra que cuatro de los seis canales principales en los que los consumidores globales miran videos son canales sociales.

¬ŅPorque es esto importante? Si no est√°s creando video, es probable que te est√©s quedando atr√°s. Pero no te preocupes. Para la mayor√≠a de los videos, cuanto m√°s simple y crudo es, m√°s aut√©ntico parece el contenido … y eso es lo que realmente le importa a tu audiencia.

Mejor a√ļn, la producci√≥n de video es m√°s rentable que nunca: puede grabar videos 4K de alta calidad con su tel√©fono inteligente.

De todos modos, entre el equipo de la cámara, la iluminación y el software de edición, el tema del video marketing puede parecer bastante complicado. Por eso compilamos esta guía.

Contin√ļe leyendo, aprenda todo lo que necesita saber sobre la estrategia de video marketing, o use los enlaces a continuaci√≥n para saltar a una secci√≥n espec√≠fica.

¬ŅPor qu√© deber√≠a centrarse en el video marketing hoy?

El √ļltimo pu√Īado de a√Īos vio un aumento en la popularidad del video como formato de marketing de contenido.

Específicamente, en 2017, el video sube a la cima de su lista de tácticas de marketing. Es probable que su equipo creativo haya simplificado el video como una obra de sensibilización de uno a muchos, con un gran enfoque en la producción costosa y poco análisis para mostrar.

2018 y 2019 transformaron el video de una t√°ctica de marketing singular a una estrategia comercial completa.

Hoy en día, el video es un enfoque comercial holístico, lo que significa que el contenido de video debe ser producido por los equipos de manera conversacional, procesable y medible.

Seg√ļn un informe de HubSpot Research, m√°s del 50% de los consumidores desean ver videos de marcas … m√°s que cualquier otro tipo de contenido.

se prefiere el video marketing de contenido de video

El video tambi√©n es √ļtil para algo m√°s que entretenimiento. El video en las p√°ginas de destino puede aumentar las tasas de conversi√≥n en m√°s del 80%, y la simple menci√≥n de la palabra "video" en la l√≠nea de asunto del correo electr√≥nico aumenta las tasas de apertura en un 19%. El 90% de los clientes tambi√©n dice que los videos los ayudan a tomar decisiones de compra.

Pero el video no solo ha transformado la forma en que las empresas comercializan y los consumidores compran; Tambi√©n ha revolucionado la forma en que los vendedores se conectan y convierten a los posibles clientes en c√≥mo los equipos de servicio apoyan y deleitan a los clientes. En resumen, el video es incre√≠blemente √ļtil en todo el volante, no solo para aumentar el conocimiento de la marca.

El video puede ser una herramienta versátil para los vendedores durante todo el recorrido de compra del cliente, y puede hacer mucho más que aumentar el compromiso. Los análisis de back-end también ayudan a los vendedores a calificar y priorizar clientes potenciales fríos o que no responden.

Seg√ļn Gary Stevens, jefe de investigaci√≥n de HostingCanada.org, "la reorientaci√≥n de los visitantes de nuestro sitio web en las redes sociales ha llevado a un aumento del 47% en el valor del visitante en todo el sitio". La granularidad de la anal√≠tica de video en plataformas como Facebook Es una de las razones por las cuales, en 2018, el 93% de las empresas informaron que obtuvieron un nuevo cliente en las redes sociales gracias al video.

Las opciones tambi√©n son infinitas para los equipos de servicio: los videos incorporados, los videos basados ‚Äč‚Äčen el conocimiento, los videos del equipo, las videollamadas de soporte y las historias de los clientes son solo algunas de las formas en que el video puede crear una experiencia de soporte al cliente m√°s completa y personalizada.

Por √ļltimo, seg√ļn HubSpot Research, los consumidores y clientes prefieren videos "aut√©nticos" de menor calidad a videos de alta calidad que parecen artificiales y poco aut√©nticos.

El video est√° al alcance de las empresas de pr√°cticamente cualquier tama√Īo: equipo y presupuesto por igual. El 45% de los especialistas en marketing planean agregar YouTube a su estrategia de contenido en el pr√≥ximo a√Īo. ¬ŅTe unir√°s a ellos?

Los 12 tipos de videos de marketing

Antes de comenzar a filmar, primero debe determinar el tipo de video (s) que desea crear. Consulte esta lista para comprender mejor sus opciones.

1. Videos de demostración

Los videos de demostración muestran cómo funciona su producto, ya sea llevar a los espectadores a recorrer su software y cómo se puede usar o desempaquetar y poner a prueba un producto físico.

2. Videos de marca

Los videos de marca generalmente se crean como parte de una campa√Īa publicitaria m√°s grande, que muestra la visi√≥n, misi√≥n o productos y servicios de alto nivel de la compa√Ī√≠a.

El objetivo de los videos de marca es crear conciencia sobre su empresa e intrigar y atraer a su p√ļblico objetivo.

3. Videos del evento

¬ŅSu empresa organiza una conferencia, una mesa redonda, una recaudaci√≥n de fondos u otro tipo de evento?

Produzca un carrete destacado o publique entrevistas y presentaciones interesantes de la reunión.

4. Entrevistas de expertos

Capturar entrevistas con expertos internos o l√≠deres de opini√≥n en su industria es una excelente manera de generar confianza y autoridad con su p√ļblico objetivo. Encuentra a los influencers en tu industria, ya sea que compartan tu punto de vista o no, pon estas discusiones frente a tu audiencia.

5. Videos educativos o instructivos

Los videos instructivos se pueden usar para ense√Īarle a su audiencia algo nuevo o desarrollar el conocimiento b√°sico que necesitar√°n para comprender mejor su negocio y sus soluciones. Sus equipos de ventas y servicio tambi√©n pueden usar estos videos mientras trabajan con los clientes.

6. Videos explicativos

Este tipo de video se utiliza para ayudar a su audiencia a comprender mejor por qu√© necesitan su producto o servicio. Muchos videos explicativos se centran en un viaje ficticio del personaje principal del comprador de la compa√Ī√≠a que est√° luchando con un problema. Esta persona supera el problema adoptando o comprando la soluci√≥n del negocio.

7. Videos animados

HubSpot creó el siguiente video para promover un tema clave (intangible) del informe del Estado de la Entrada 2017.

Los videos animados pueden ser un gran formato para conceptos difíciles de entender que necesitan imágenes fuertes o para explicar un servicio o producto abstracto. Por ejemplo,

8. Estudio de caso y videos de testimonios de clientes

Sus prospectos quieren saber que su producto puede (y lo har√°) resolver su problema espec√≠fico. Una de las mejores maneras de probar esto es mediante la creaci√≥n de videos de casos de estudio que muestren a sus clientes satisfechos y leales. Estas personas son sus mejores defensores. Cons√≠galos en c√°mara describiendo sus desaf√≠os y c√≥mo su compa√Ī√≠a ayud√≥ a resolverlos.

9. Videos en vivo

El video en vivo le brinda a sus televidentes una visión especial y detrás de escena de su empresa. También atrae transmisiones más largas y tasas de participación más altas: los espectadores gastan hasta 8.1 veces más con video en vivo que con video a pedido. Transmita en vivo entrevistas, presentaciones y eventos, y anime a los espectadores a comentar con preguntas.

10. 360 ¬į y videos de realidad virtual

Con videos de 360 ‚Äč‚Äč¬į, los espectadores "se desplazan" para ver el contenido desde todos los √°ngulos, como si estuvieran f√≠sicamente de pie dentro del contenido. Este estilo de video esf√©rico permite a los espectadores experimentar una ubicaci√≥n o evento, como explorar la Ant√°rtida o encontrarse con un tibur√≥n martillo. La realidad virtual (VR) permite a los espectadores navegar y controlar su experiencia. Estos videos generalmente se ven a trav√©s de dispositivos como Oculus Rift o Google Cardboard.

11. Videos de realidad aumentada (AR)

En este video de estilo, se agrega una capa digital a lo que está viendo actualmente en el mundo. Por ejemplo, puede apuntar la cámara de su teléfono a su sala de estar y AR le permitirá ver cómo se vería un sofá en el espacio. La aplicación IKEA Place es un gran ejemplo de esto.

12. Mensajes personalizados

El video puede ser una forma creativa de continuar una conversaci√≥n o responder a alguien por correo electr√≥nico o mensaje de texto. Use HubSpot Video o Loom para grabarse recapitulando una reuni√≥n importante o dando recomendaciones personalizadas. Estos videos crean un momento encantador y √ļnico para sus prospectos y pueden llevarlos m√°s lejos en el proceso de compra.

Hay mucho que hacer para hacer un video. Esta sección lo guiará a través del proceso detallado de creación y publicación de un video para su negocio. Toma tu cámara y síguenos.

1. Planifica tu video.

Antes de configurar, grabar o editar algo, comienza con una conversaci√≥n sobre el prop√≥sito de tu video. ¬ŅPor qu√©? Cada decisi√≥n tomada durante el proceso de creaci√≥n del video volver√° a se√Īalar el prop√≥sito de su video y qu√© acci√≥n le gustar√≠a que su audiencia complete despu√©s de verlo.

Y, por supuesto, sin un prop√≥sito claro acordado por su equipo, se encontrar√° en un torbellino de volver a disparar, volver a enmarcar, editar … y perder un tiempo precioso.

Normalmente hay muchos jugadores al hacer un video. ¬ŅC√≥mo puede asegurarse de que todos est√©n alineados?

Cree un cuestionario usando Formularios de Google o SurveyMonkey y p√°selo a las partes interesadas del proyecto. De esta manera, puede hacer las mismas preguntas a todos y agregar sus respuestas en un solo lugar.

¬ŅQui√©n es tu p√ļblico objetivo?

¬ŅA qu√© persona del comprador se dirige? Este puede ser un segmento de la personalidad t√≠pica de comprador de su empresa.

Cual es el objetivo?

¬ŅEs para aumentar el conocimiento de la marca? ¬ŅVender m√°s entradas para eventos? ¬ŅLanzar un nuevo producto? En definitiva, ¬Ņqu√© quieres que haga tu audiencia despu√©s de ver el video?

¬ŅD√≥nde va a vivir el video?

En Facebook? ¬ŅDetr√°s de un formulario de p√°gina de destino? Debe comenzar con una ubicaci√≥n de destino, donde sepa que su audiencia descubrir√° el video, antes de reutilizarlo para otros canales.

Cuando es debido?

Siempre comienza con una línea de tiempo. Un video en el que tenga unos meses para trabajar tendrá un presupuesto y un alcance creativo diferentes al que necesita un video en unos días.

Cual es el presupuesto?

El video es costoso, pero no tiene por qu√© serlo … si establece un presupuesto. Investigue y establezca par√°metros realistas, especialmente antes de responder la siguiente pregunta.

¬ŅCu√°les son los requisitos creativos?

Con su presupuesto, habilidades y recursos en mente, piense en los obst√°culos creativos que pueden surgir. ¬ŅNecesita un dise√Īador para crear un tercer gr√°fico inferior? ¬ŅVas a crear un video animado o un video de acci√≥n en vivo?

¬ŅQu√© constituir√° el √©xito para el video?

Elija varios indicadores clave de rendimiento que se correspondan con sus objetivos de video, o vaya al capítulo de esta guía sobre medición y análisis de video.

2. Escribe tu video.

Hay un momento y un lugar para que los videos sean extravagantes y estén completamente sin guión. Tienes documentales con lágrimas en los ojos, vlogging y, por supuesto, el santo grial: videos de gatos.

Dicho esto, la mayoría de los videos necesitan un guión.

Si omite este paso, se encontrará editando más de lo necesario, lanzando un video por más tiempo del que debería, y probablemente perderá su audiencia en el camino.

Comience a escribir su guión de la forma en que comenzaría una publicación de blog, con un esquema. Enumere sus puntos clave y ordénelos lógicamente.

Realice todos sus borradores en Google Docs para promover la colaboración y los comentarios en tiempo real. Use la función "Insertar> Tabla" para adoptar una de las prácticas tradicionales de escritura de guiones de la televisión: el guión de dos columnas. Escriba su audio (guión) en la columna izquierda e inserte ideas visuales coincidentes en la columna derecha.

guión de video marketing para video de marketing

No haga que el espectador espere hasta los √ļltimos segundos para comprender el prop√≥sito de su video … prometemos que no se quedar√°n. Similar a una pieza de escritura period√≠stica, incluya un gancho cerca del comienzo que indique el prop√≥sito del video, especialmente para videos educativos y explicativos.

Observe, en nuestro ejemplo a continuación, que no dejamos que la audiencia pase la segunda oración sin entender de qué se tratará el video.

publicación de blog de video marketing en video script

Cuando comience a crear videos, notará una diferencia clave entre los scripts de video y la publicación típica de su blog de negocios: el idioma. El lenguaje de video debe ser relajado, claro y conversacional. Evite usar estructuras de oraciones complejas y cláusulas elocuentes. En cambio, conéctese con su audiencia escribiendo en primera persona y usando lenguaje visual. Mantenga el lenguaje conciso, pero evite la jerga y las palabras de moda.

Siguiendo el ejemplo de "Hacks poco conocidos de Instagram", observe cómo una sección de la publicación original del blog podría transformarse para video usando menos palabras y confiando en imágenes.

  • Versi√≥n de publicaci√≥n de blog: "Cuando alguien lo etiqueta en una foto o video en Instagram, se agrega autom√°ticamente a su perfil en "Fotos suyas", a menos que opte por agregar fotos etiquetadas manualmente (consulte el siguiente consejo). Para ver las publicaciones en las que has sido etiquetado, ve a tu propio perfil y haz clic en el √≠cono de persona debajo de tu biograf√≠a ".
  • Gui√≥n de video: "Cuanto m√°s grande sea tu seguimiento, m√°s personas te etiquetar√°n en sus publicaciones. Puede encontrar todo esto en la pesta√Īa "Fotos de usted" en su perfil ".

La mayor√≠a de los guiones de video son cortos … probablemente m√°s cortos de lo que piensas. Mantenga un temporizador de guiones a mano para verificar la longitud de su gui√≥n mientras escribe y edita. Por ejemplo, una secuencia de comandos de 350 palabras equivale a un video que dura casi 2 minutos.

Las palabras en papel suenan muy diferentes de lo que suenan cuando se leen en voz alta. Por eso alentamos a organizar un tabla de lectura de tu guión antes de comenzar a filmar. El punto de una tabla leída es suavizar los torceduras del guión y fijar puntos de inflexión.

Haga que algunas personas (escritor y talento incluidos) se re√ļnan alrededor de una mesa con sus computadoras port√°tiles y lean el gui√≥n varias veces. Si accidentalmente dice una l√≠nea diferente de la que prescribe el gui√≥n, piense por qu√© y considere cambiar el idioma para que suene m√°s natural.

3. Comprenda su (s) c√°mara (s).

Con demasiada frecuencia, el miedo y la incertidumbre de los equipos impiden que las empresas prueben el video marketing. Pero aprender a grabar videos no tiene que ser abrumador.

Es probable que tenga una excelente c√°mara f√°cil de usar en su bolsillo: su iPhone.

Disparar con tu iPhone

Antes de filmar con su iPhone, aseg√ļrese de que su dispositivo tenga suficiente almacenamiento. Adem√°s, no olvide habilitar la funci√≥n No molestar de su iPhone para evitar notificaciones que distraigan mientras filma.

Una vez que abra la cámara del iPhone, voltee su teléfono horizontalmente para crear la mejor experiencia de visualización posible. Luego, muévase lo suficientemente cerca de su sujeto para que no tenga que usar la función de zoom; a menudo hace que el video final se vea pixelado y borroso.

Es posible que su iPhone haga un gran trabajo al enfocarse en el sujeto cuando toma fotos, pero cuando se trata de video, la cámara continuará ajustándose y reajustándose a medida que se mueve por la escena. Para resolver este problema, bloquee la exposición que presiona grabar. Mantenga el dedo presionado sobre el tema del video hasta que aparezca un cuadro amarillo con las palabras "Bloqueo AE / AF".

disparando con iphone

Disparos con c√°maras de prosumidor y profesionales

Si bien los iPhones son excelentes para filmar sobre la marcha o aclimatarse con videos, en alg√ļn momento puede sentirse listo para graduarse para el pr√≥ximo modelo. Con todas las c√°maras digitales en el mercado, hay un mont√≥n de opciones para elegir. A continuaci√≥n, hemos identificado algunas opciones para simplificar su b√ļsqueda.

La primera opción que elija será entre comprar una cámara de "prosumidor" y una cámara profesional.

Cámaras Prosumer se consideran el puente entre cámaras compactas básicas y cámaras más avanzadas. Son perfectos para alguien interesado en crear más videos pero quieren la opción de presionar grabar. La mayoría tiene una lente fija para mantener las cosas simples.

C√°maras profesionales, al igual que las DSLR, le brindan un control preciso sobre la configuraci√≥n manual de la grabaci√≥n de video y le permiten alcanzar la profundidad de campo (fondo desenfocado) que entusiasma a la gente. Si bien se usan principalmente para fotograf√≠a, las r√©flex digitales son incre√≠blemente peque√Īas, funcionan muy bien en situaciones de poca luz y se combinan con una amplia gama de lentes, lo que las hace perfectas para video. Sin embargo, las DSLR requieren cierta capacitaci√≥n (y compras adicionales) de lentes.

Si está interesado en seguir la ruta del prosumidor, eche un vistazo a la Canon PowerShot ELPH 340. La GoPro HERO5 es otra opción divertida para disparos de aventura con mucho movimiento.

Teniendo en cuenta el costo de una c√°mara r√©flex digital, investigue sus opciones y lea muchas rese√Īas. Las opciones de primera l√≠nea (de la m√°s cara a la menos) incluyen la Sony Alpha a7SII, Nikon D810 y Canon EOS 5D Mark III. Para una opci√≥n m√°s rentable, consulte la Canon EOS 7D Mark II, Canon 80D, Nikon d3300 o Canon EOS Rebel T6.

Comprensión de la configuración manual de su cámara

Si elige una DSLR, hay algunas configuraciones que debe comprender antes de su primer disparo: velocidad de fotogramas, velocidad de obturación, ISO, apertura y balance de color. Definitivamente mantenga su cámara cerca mientras lee: la configuración manual puede parecer bastante abstracta sin probarla usted mismo.

Pero antes de sumergirnos, queremos enfatizar que esta es una descripción general de cada configuración. Si te encuentras con ganas de más, sumérgete y realiza tu propia investigación. Hay mucho que aprender sobre cómo manipular estas configuraciones y usarlas juntas para crear diferentes looks.

Por √ļltimo, habr√° un m√©todo diferente para ajustar estas configuraciones en funci√≥n de su c√°mara espec√≠fica. Consulte siempre el manual de instrucciones de su c√°mara.

Cuadros por segundo

Al igual que con los conceptos de video, hay toneladas de opciones de personalización. La opción de personalización más básica cuando se trata de la velocidad de cuadros es grabar su video a 24 cuadros por segundo (fps) o 30 fps.

Los expertos en video a menudo dan cr√©dito a 24 fps con un aspecto m√°s "cinematogr√°fico", mientras que 30 fps es m√°s com√ļn, especialmente para videos que necesitan ser proyectados o transmitidos. Una buena regla general es preguntarle al usuario final de su video cu√°les son sus preferencias y disparar bas√°ndose en eso. Luego, aseg√ļrese de que su resoluci√≥n sea de al menos 1920 x 1080 para mantener un metraje de calidad.

Una vez que haya establecido su velocidad de cuadros y resoluci√≥n en la configuraci√≥n de su c√°mara, es hora de determinar su abertura, velocidad de obturaci√≥ny YO ASI. Aseg√ļrese de poner su c√°mara en modo manual para controlar esta configuraci√≥n.

(Si bien definiremos cada una de ellas individualmente, sepa que estas tres variables est√°n dise√Īadas para funcionar en conjunto entre s√≠. De hecho, muchos fot√≥grafos usan el t√©rmino Tri√°ngulo de exposici√≥n para describir c√≥mo se relacionan con la luz y c√≥mo interact√ļa con la c√°mara .)

triángulo de exposición

Abertura

La apertura se refiere al tama√Īo de la abertura en la lente. Como un ojo humano, una lente se abre y se cierra para controlar la cantidad de luz que llega al sensor. La apertura se mide en lo que se llama f-stop. Cuanto m√°s peque√Īo es el n√ļmero f-stop, m√°s abierta es la lente, mientras que un n√ļmero mayor significa que la lente est√° m√°s cerrada.

rango de apertura

¬ŅQu√© significa apertura para tu video? Cuando entra mucha luz en la c√°mara (con un n√ļmero f-stop bajo), obtienes una imagen m√°s brillante y una profundidad de campo baja. Esto es ideal para cuando desea que su sujeto se destaque sobre un fondo. Cuando entra menos luz en la c√°mara (con un n√ļmero alto de f-stop), obtienes lo que se llama profundidad de campo profunda y puedes mantener el enfoque en una porci√≥n m√°s grande de tu marco.

profundidad de campo

Velocidad de obturación

Para entender la velocidad de obturación, primero tenemos que hablar sobre fotografía. Al tomar una foto, la velocidad de obturación se refiere al tiempo que el sensor de la cámara está expuesto a la luz. Piense en lo rápido o lento que parpadea la cámara.

Si ha visto una foto perfectamente sincronizada de un colibrí aparentemente congelado en el tiempo, ha sido testigo de una velocidad de obturación rápida. Mientras tanto, una imagen de un río que corre con el agua borrosa probablemente se tomó con una velocidad de obturación lenta.

La velocidad de obturación se mide en segundos, o en la mayoría de los casos, fracciones de segundos. Cuanto mayor sea el denominador de la fracción, mayor será la velocidad de obturación. Entonces, 1/1000 sería más rápido que 1/30.

Pero, ¬Ņqu√© significa la velocidad de obturaci√≥n para el video? No profundizaremos en la ciencia de la velocidad de obturaci√≥n, pero para elegir la configuraci√≥n adecuada, tendr√° que hacer un poco de matem√°tica. Primero, multiplique su velocidad de fotogramas por 2. Entonces, si est√° disparando a 24 fps, eso ser√≠a 48. Este n√ļmero se convierte en el denominador de su fracci√≥n de velocidad de obturaci√≥n.

Dado que la velocidad de obturación solo está disponible en unos pocos incrementos, deberá redondear 1/48 hasta la siguiente configuración más cercana: 1/50. Aquí hay algunas velocidades de obturación comunes y cómo calcularlas:

  • A 24 fps, 24 x 2 = 48, lo que equivale a una velocidad de obturaci√≥n de 1/50
  • A 30 fps, 30 x 2 = 60, lo que equivale a una velocidad de obturaci√≥n de 1/60
  • A 60 fps, 60 x 2 = 120, lo que equivale a una velocidad de obturaci√≥n de 1/20

Recuerde, este proceso es solo una guía para elegir la velocidad de obturación. Los tradicionalistas se adhieren a estos cálculos, pero siempre hay espacio para ajustar ligeramente la velocidad de obturación para lograr el efecto deseado. En el caso del video, las reglas pueden romperse, siempre que tenga una razón suficiente.

YO ASI

El √ļltimo en el Tri√°ngulo de exposici√≥n es ISO. En fotograf√≠a digital y videograf√≠a, ISO mide la sensibilidad del sensor de la c√°mara a la luz. En su c√°mara, ver√° las configuraciones a las que se hace referencia con n√ļmeros en cientos o miles (por ejemplo, 200, 400, 800, 1600, etc.).

Cuanto mayor sea el n√ļmero, m√°s sensible ser√° su c√°mara a la luz … cuanto menor sea el n√ļmero, menos sensible. ISO tambi√©n afecta el granulado de la imagen. Los ISO bajos producen una toma n√≠tida, mientras que los ISO altos crean una toma m√°s ruidosa y granulada.

Al elegir un ISO, tenga en cuenta la iluminación. Si su sujeto está bien iluminado (por ejemplo, si estaba afuera), puede sobrevivir con un ISO más bajo, idealmente alrededor de 100 o 200. Si está en interiores en una situación de poca luz, deberá golpear. hasta el ISO: solo ten cuidado con lo granulado que hace tu toma.

Aquí es donde puede comenzar a ver cómo funcionan juntos los tres factores del Triángulo de exposición. Cuando tiene una situación de poca luz, por ejemplo, puede elegir una lente que pueda disparar con un f-stop bajo para permitir que entre más luz en la cámara y evitar que la toma sea demasiado ruidosa con un ISO alto.

Yo asi

Si recién está comenzando con la configuración manual de video, no se sienta abrumado. Comprender los entresijos del Triángulo de exposición requiere tiempo y mucha práctica. Aquí hay dos consejos para superar la curva de aprendizaje:

  • Comience con fotos. Al apagar su c√°mara del modo de video, podr√° ver la relaci√≥n entre la apertura, el ISO y la velocidad de obturaci√≥n. Tome un mont√≥n de fotos y cambie cada configuraci√≥n de forma incremental. Con el tiempo, los n√ļmeros ser√°n menos intimidantes y cambiar entre configuraciones tendr√° m√°s sentido y ser√° m√°s f√°cil de aplicar al video.
  • Formar un proceso. Cada camar√≥grafo tiene su propio m√©todo, pero sugerimos configurar primero la velocidad de obturaci√≥n de acuerdo con las matem√°ticas descritas anteriormente. Luego ajuste la apertura de acuerdo con la profundidad de campo que desea crear. Entonces, ISO. Finalmente, vuelva a la velocidad de obturaci√≥n para cualquier ajuste fino.

Si bien la apertura, la velocidad de obturación y el ISO pueden ser los tres pilares principales de la fotografía y videografía manual, hay una cuarta pieza del rompecabezas que es igual de importante: el balance de blancos.

Balance de blancos

El balance de blancos le dice a su c√°mara la temperatura de color del entorno en el que est√° filmando. Los diferentes tipos de luz tienen diferentes colores. Por ejemplo, las bombillas incandescentes (como lo que mucha gente pone en una l√°mpara) tienen un color muy c√°lido. Las luces fluorescentes (si est√°s leyendo esto en una oficina, mira hacia arriba) son un poco m√°s fr√≠as. La luz del d√≠a es a√ļn m√°s fresca. Antes de comenzar a disparar, debe ajustar el balance de blancos de su c√°mara de acuerdo con su configuraci√≥n.

La configuración exacta de su cámara dependerá de su modelo, pero es probable que haya una opción automática, un montón de ajustes preestablecidos (luz del día, nublado, tungsteno, etc.) y personalizados. Evite el balance de blancos automático a toda costa y opte por un preset o personalizado en su lugar. Si tiene una réflex digital de primera línea, también puede haber una opción para configurar manualmente la temperatura de color de la habitación, medida en Kelvin.

balance de blancos

Para ayudarlo a comprender la importancia de establecer su balance de blancos, considere la diferencia entre estas dos fotos. El ambiente está iluminado con luces fluorescentes amarillas. Puede ver cómo la configuración adecuada parece natural, mientras que la configuración de la luz del día agrega un tinte azul a la escena.

balance de blancos personalizado

Atención

El enfoque no es una de las configuraciones clave de disparo, pero definitivamente es importante tenerlo en cuenta. Con una DSLR, tiene la opción de disparar con enfoque automático o enfoque manual. Depende de la cámara y la lente que tenga, pero generalmente el enfoque automático no es el más preciso.

En cambio, gire su lente al enfoque manual. Use los botones (+) y (-) para agrandar el visor y acercarse a la cara del sujeto. Luego, ajuste el enfoque en la lente. Para grabar una configuraci√≥n estacionaria como una entrevista, aseg√ļrese de que las pesta√Īas del sujeto est√©n enfocadas; de esa manera, puede estar seguro de que su metraje es claro y n√≠tido.

4. Configure su estudio.

Cuando comience a construir su estudio en la oficina, las compras pueden acumularse rápidamente. No solo necesita una cámara, sino que cuanto más lee, más se da cuenta de que necesita trípodes, luces, micrófonos y más.

Toma un respiro. Con un poco de conocimiento, construir su estudio no tiene que ser abrumador. Hay muchas opciones rentables y trucos de bricolaje para asegurarse de que sus videos se vean de primera línea.

Equipamiento b√°sico

dispara con un tr√≠pode. No deber√≠a decirlo, pero el m√©todo port√°til que usas para tu historia de Snapchat no va a ser suficiente. Los tr√≠podes asegurar√°n que mantenga un disparo constante y no rompa ning√ļn equipo costoso en el proceso.

Los tr√≠podes var√≠an enormemente en precio, y la calidad de su tr√≠pode debe depender del nivel de c√°mara y lente que tenga. Si est√° disparando con su tel√©fono, puede arregl√°rselas con un soporte de mesa como el Arkon Tripod Mount o un tr√≠pode de tama√Īo completo como el Acuvar 50 "Aluminum Tripod. Para una r√©flex digital, Manfrotto fabrica una variedad de tr√≠podes confiables que comienzan con Manfrotto BeFree y aumentan en calidad y precio a partir de ah√≠.

Junto con el trípode, abastecerse de baterías de la cámara y Tarjetas SD. La grabación de video hará que corras ambos mucho más rápido que tomar fotos.

Equipo de sonido

Si ha comenzado a probar las capacidades de video de su c√°mara, probablemente haya notado que tiene un micr√≥fono interno para grabar audio … no lo use.

Si configura su cámara a una distancia razonable del sujeto, aprenderá rápidamente que el micrófono interno no es lo suficientemente potente como para grabar audio adecuadamente. En cambio, debe comenzar a invertir en algunas piezas de equipos de sonido de calidad.

Cuando disparas con tu iPhone, hay un montón de opciones de micrófono que son fáciles de usar y bastante baratas. Por ejemplo, el micrófono iPhone omnidireccional Movo MA200 le brindará una solución plug-and-play para capturar audio sobre la marcha.

Las opiniones var√≠an mucho entre los ingenieros de sonido sobre el mejor m√©todo y equipo para grabar audio con una DSLR. Probablemente hayas visto muchos videos que usan un micr√≥fono de solapa, la peque√Īa pieza que se engancha debajo del cuello de la camisa del talento.

Los lavaliers vienen en opciones cableadas e inalámbricas. Sin embargo, los lavaliers pueden ser un poco molestos tanto para el talento (que tiene que tener un cable enganchado en su camisa) como para el espectador (que tiene que ver un micrófono para todo el video).

En cambio, si sabe que está grabando en un entorno controlado (como una sala de conferencias en su oficina) le sugerimos que grabe con un micrófono de escopeta. Son confiables, permanecen fuera de la toma y registran el ruido de fondo de una manera que suena natural.

Para crear una configuración de micrófono de escopeta en su estudio de oficina, necesitará un micrófono de escopeta como el Sennheiser ME66, un clip de escopeta, soporte de luz, cable XLR y grabadora Zoom H4N. La grabadora Zoom le permitirá grabar audio por separado en una tarjeta SD y ajustar la ganancia para el entorno en el que está filmando.

grabadora de microfono

Admitimos que estas compras de audio pueden parecer mucho. Pero una configuraci√≥n de micr√≥fono de escopeta es una inversi√≥n digna que durar√° a√Īos. Si est√° buscando una soluci√≥n m√°s rentable, busque en Rode VideoMic que se monta en la parte superior de su DSLR y se conecta directamente al cuerpo de la c√°mara.

Equipo de iluminación

Tienes una c√°mara. Tienes audio Ahora, hablemos de luces.

Para equipar su estudio sin romper el banco, diríjase a su tienda local de mejoras para el hogar. Levante los cables de extensión y algunas luces de sujeción con bombillas. También necesitará tres soportes de luz, que están disponibles en Amazon.

La configuración tradicional de luces de video se conoce como iluminación de tres puntos. Como puede suponer, se trata de tres luces colocadas estratégicamente alrededor del sujeto, envolviéndolas en luz y creando sombras atractivas en su rostro.

Primero, necesitar√°s un llave de luz. Coloque esto en un √°ngulo de 45 grados a la izquierda o derecha del sujeto. Levanta la luz sobre su cabeza y apunta hacia abajo. Como su nombre lo indica, esta es la luz clave y debe ser lo suficientemente brillante como para que sea la √ļnica luz en la escena … si fuera necesario.

A continuaci√≥n, coloque el llenar encienda en un √°ngulo de 45 grados en el otro lado y lev√°ntelo cerca o justo por encima del nivel de los ojos. El prop√≥sito del relleno es suavizar las sombras creadas por la tecla, pero sin eliminarlas por completo. Por lo tanto, el relleno debe ser m√°s tenue que la luz de la tecla. Si tiene que usar el mismo tipo de luz para ambos, deslice el relleno hacia atr√°s y dif√ļndalo colocando una cortina de ducha transparente en la luz de la pinza con pinzas para la ropa.

Finalmente, el iluminar desde el fondo agregará una tercera capa de dimensión. Aleja tu sujeto del fondo. Levante una luz sobre la cabeza del sujeto y colóquela detrás de ellos y hacia un lado para que quede fuera del marco. La luz debe apuntar a la parte posterior de su cabeza, creando un borde sutil de luz y separándolos del fondo.

configuración de iluminación de tres puntos

Configuración de su estudio en la oficina

Ahora que tiene todo su equipo, finalmente est√° listo para construir su estudio de oficina. Si bien siempre agarras un armario para guardar tu equipo, vamos un poco m√°s grande y reclamamos una sala de conferencias.

Al tener un estudio designado, ahorrar√° un mont√≥n de tiempo de preparaci√≥n para cada sesi√≥n. Solo aseg√ļrese de que la sala de conferencias no est√© demasiado vac√≠a. Si es necesario, traiga un sof√°, sillas o mantas para minimizar los ecos en la habitaci√≥n.

Hablando de sonido, preste especial atención al zumbido del aire acondicionado. Encuentre una habitación con un ruido mínimo o baje el ventilador durante la grabación. Considere comprar papel fotográfico para crear un fondo que sea un poco más atractivo que una pared blanca de la sala de conferencias.

en estudio de oficina

Cuando llegue el momento de disparar, retire a las personas innecesarias de la habitación y apague las luces del techo. Con su configuración de iluminación de tres puntos, no habrá necesidad de esos fluorescentes fuertes. Cuando, y solo cuando, todo esté configurado, recurra a su talento. No hay nada peor que estar nervioso y luego tener que mirar ansiosamente mientras se encienden las luces y se prueba la cámara.

5. Prepara tu talento.

Si tiene actores experimentados y seguros en su empresa, tiene suerte. El talento de video es un recurso raro. Pero con un poco de entrenamiento (y una buena cantidad de risas nerviosas), puedes ayudar a tus compa√Īeros de equipo a prosperar frente a la c√°mara.

No importa si es tu primer video o el quincuagésimo, recuerda que estar frente a la cámara da miedo. Programa mucho tiempo y dale a tu talento el guión temprano, pero deja en claro que no necesitan memorizarlo.

En su lugar, coloque una computadora portátil debajo de la línea de visión de la cámara. Divida el guión en párrafos cortos y grábelo sección por sección hasta que capture una gran toma de cada uno. Si planifica por adelantado cuándo el video final mostrará b-roll (material de archivo complementario o capturas de pantalla), puede hacer que su talento lea esas líneas directamente de la computadora portátil como una voz en off.

Durante el rodaje, su trabajo va m√°s all√° de presionar el registro. First and foremost, you need to be a coach. Balance critical feedback with support and be quick to give encouragement after each take. This is why conducting a table read during the scripting process is so important: It's easier to give feedback when there's not a camera in the room. Remember, be a little silly during the shoot or your talent will be on edge and uncomfortable ‚ÄĒ and it will show in the footage.

But while you're maintaining the fun level on set, remain vigilant. It's your job to pay attention to the little things, like making sure all of the mics are on or noticing if the lighting changes. Record each section many times and have your talent play with inflections. When you think they've nailed the shot … get just one more. At this point, your talent is already on a roll, and options will help tremendously during editing.

Finally, circle back to the beginning of the script at the end of your recording. Chances are your subject got more comfortable throughout the shoot. Since the beginning is often the most crucial part of the video, record that section again when they're feeling the most confident.

Composition Basics

There are some films that are simply beautiful. It's not the story or even the picturesque setting. In fact, the scene might take place in the dingiest of sets, but somehow each shot just feels .

That's the power of composition. When objects appear where they in the frame, the quality of your video increases exponentially.

For video, the rules of composition are similar to what you may have learned in a photography or art class. First, consider the rule of thirds ‚ÄĒ the idea that you can create a sense of balance by imagining the canvas with two horizontal lines and two vertical lines. Key elements should occur at the intersection of these lines.

video marketing composition

For example, if you are shooting an interview or a how-to video, the subject's eyes should align with the top horizontal line around one of the two intersections. For this ‚Äútalking head‚ÄĚ shot, you can also improve your composition by leaving enough (but not too much) headroom. This is the empty space above the person's head.

compsition ideas

One of the best ways to improve the look of your video is to include b-roll. B-roll is the supplementary footage included as a cutaway. This might include shots of a customer service rep talking on a phone, a designer editing your website, visuals of your office, or even screenshots of your product. The key with b-roll is to make sure each and every piece enhances the story.

When you're collecting b-roll, include a mix of shots from varying angles and distances. In fact, film professionals use different names to describe these variations.

  • Establishing Shots: Wide shots allow the viewer to see the entire scene. These are great to use when introducing the scene at the beginning of a video.
  • Medium Shots: Tighter shots that focus on the subject or a portion of the scene. Your classic interview shot could be considered a medium shot.
  • Close-ups: Tightly cropped shots zoomed in to show detail. These might feature someone's hands typing on a keyboard or pouring a cup of coffee.

As practice, try telling a story with your b-roll and planning out a shot sequence. For example, your subject might open a door from the hallway, walk into their office space, sit down at their desk, open their laptop, and begin typing. Seems simple, right? But a shot sequence showing this 10-second scenario might consist of six or more different b-roll clips.

Here's where the final lesson of composition comes in: continuity. Continuity is the process of combining shots into a sequence so that they appear to have happened at the same time and place. A key part of continuity is making sure any ancillary objects in the scene ‚ÄĒ for example, a cup of water on a desk ‚ÄĒ stay in the same place (and have the same amount of water) throughout of the shots.

The other part of learning continuity is match on action. For the scene described above, you'd want to record the subject opening the door and walking in from both inside and outside the room. In post-production, you could then flip between the clips at the exact right time to make the cut seamless.

continuity in video marketing

6. Shoot for the edit.

When it comes to video, some are better at shooting while others are better at editing. Whatever side you claim, you should understand the process and pain points of each.

For instance, as the person behind the camera, you may believe you collect ample footage and ask all the right interview questions. But to the editor, you may actually be shooting too much of one type of shot and missing out on some that would make their job easier.

Filmmakers teach a valuable lesson here: shoot for the edit. By remembering that the footage you record will be edited later, you can make smarter decisions and save countless hours in the editing room.

The first step in adopting a shoot-for-the-edit mindset is remembering to leave a buffer at the beginning and the end of each clip. There are called handles and can save editors from the headache of cutting too close to an important shot.

In the section on preparing talent, we discussed how to record your script in short sections. If the editor were to stitch these sections together side-by-side, the subject's face and hands might abruptly switch between clips. This is called a jump cut, and for editors, it poses an interesting challenge. Thankfully, this is where b-roll comes in handy, to mask these jump cuts.

example of a jump cut in video

As a producer, your job is to capture plenty of b-roll to make sure your editor never runs out. Create a shot list of more b-roll ideas than you think you'll need and mark them off as you record them.

To mask jump cuts, you can also shoot with two cameras, especially if you're recording an interview without a script. Camera A would be the traditional, straight-on shot. Camera B should be angled 30 to 45-degrees to the side and capture a distinctly different shot. The editor could then flip between these two views to make the cut appear natural.

switching between video interview angles

A note about shooting with two cameras: Your editor will need to sync the footage between the different views. To help them do this, clap your hands loudly in the view of both cameras right before you ask the first interview question … yes, just like an old fashion clapboard. Modern editing software has auto-sync features, but this loud clap will help you initially line up the clips.

Finally, mark your good clips. Even if you're recording a scripted video, you might have to record each section 10 or more times. Once your subject nails the take, wave your hand in front of the lens. That way, the editor can scrub directly to this visual cue and save time on footage review.

video marketing visual cue

7. Organize your footage.

Yes, file organization is boring. But when video editing, it just might save your project.

Capturing video will force you to take a hard look at your computer and file organization habits. If you're one of those people who work off a cluttered desktop ‚ÄĒ you know who you are ‚ÄĒ you'll find yourself in a world of hurt.

First, video format files are incredibly large, so it's very unlikely you'll want to store any of them on your internal hard drive. You'll quickly run out of storage, and your computer's processing speed will begin lagging under the weight.

Instead, invest in an external hard drive like one of the Lacie Rugged models. External hard drives come in a variety of sizes and port options (Thunderbolt, USB 3.0, etc.). Multimedia creators will use the phrase ‚Äúworking off of an external‚ÄĚ to describe storing all of their project files on this hard drive. This method also makes it easier to collaborate with teammates because you can easily share the drive.

Second, video editing programs are very particular about where you keep your files. If you don't stick with the original file structure, you may find yourself buried in error messages. (We'll cover software options and best practices in the next section.)

On your external hard drive, you should create a separate top-level folder for each project. Within this folder, there should be a prescribed set of ‚Äúbuckets‚ÄĚ to store your video footage, audio, design assets, and more. Create a template project folder that you can copy and paste for each project using the image below as a guide.

video organizing footage

When you import your footage from your camera, place it in the ‚Äúfootage‚ÄĚ folder on your hard drive.

For both the project folders and your editing files, follow a consistent naming structure. For example, you could start each name using YRMODA (year-month-date). So a video on Instagram Hacks might be named ‚Äú180625_instagram_hacks‚ÄĚ if it was started on June 25, 2018.

Even with a perfectly organized external hard drive, you're not yet out of the weeds. You need to back up your files (and maybe even back up your backup files). It's not uncommon to have an external hard drive for everyday work, another external for backups, and a third set of backups in the cloud via Dropbox or Google Drive.

8. Edit your video.

Okay, you've filmed your video footage. Congrats ‚ÄĒ you're halfway there!

Now it's time to talk about editing. We get it, video editing can be confusing. It's easy to feel overwhelmed at first, especially when you see software price tags! Luckily, there are many options for video editing based on your skill level, operating system, and budget. There are even free programs and mobile apps! Let's go over a few options.

Intermediate: Apple iMovie

iMovie is Apple's video editing software. Compatible with Macs and other iOS devices, iMovie is simple, user-friendly, and free on all Apple products. iMovie allows you to create and edit your videos by cutting together clips, adding titles, music, sound effects, basic color correction, filters, and special effects.

The program even provides helpful templates that simplify the editing process. The platform supports high-quality clips like 4K video footage and makes it easy to share your work directly to a video hosting platform. Limited access to advanced color correction and editing features mean it isn't commonly used by professionals, but iMovie is still a great option if you're just starting out.

Advanced: Adobe Premiere Pro

Adobe Premiere Pro is a leading video editing software program used by amateurs and professionals alike. With a customizable interface and numerous advanced editing tools, the platform is often called the industry standard for video editing and has been used to edit major Hollywood movies like Gone Girl and Deadpool.

Premiere makes it easy to collaborate with other editors, organize your material, and sync with other programs in the Adobe suite like After Effects and Photoshop. The platform supports high-quality footage (4K and higher) and includes advanced, built-in color correction and grading tools that set it apart from cheaper or free options like iMovie.

The only downside to Premiere is the cost. A year-long subscription to the latest Premiere Pro CC comes in around $240. If you're new to video editing, you may want to experiment with a cheaper option like iMovie or Adobe Premiere Elements before investing in the Premiere Pro. On the fence? Check out some Adobe Premiere Pro tutorials here.

9. Choose your music.

What's the first thing that comes to mind when you think about video? I'm guessing the actual video footage. While it's important to concentrate on your video footage, don't forget to factor music into your overall plan and budget.

Music is a powerful tool that can alter your video's mood and tone ‚ÄĒ just watch the videos above! Choosing the right music often makes the difference between an amateur project and a professional piece of content. When used properly, it can help keep your viewer's attention, evoke emotions, and define your overall editing style.

Before you start filming, set a music budget and research your local copyright laws. Copyright law can be very difficult to decipher, especially when you're dealing with digital content. Bottom line: Most music isn't free. If you use another artist's music without permission or proper licensing, you risk video removal and legal action.

In order to avoid copyright infringement, you'll need to find royalty-free tunes or pay a composer to create an original score. Royalty-free songs aren't free to use; they're quality songs available for a single flat fee. This means you don't have to worry about paying additional licensing fees or royalties in the future. YouTube, Pond5, and PremiumBeat are all great sites to find royalty-free music.

Next, consider your audience and the overall mood for your production. Are you targeting a small audience that will appreciate the newest, underground hip-hop track, or do you need something that will appeal to many demographics? Are you creating a practical product tutorial or an upbeat event recap? Be sure to choose music that enhances the overall tone of your video.

In addition to considering your audience, be sure to contemplate the purpose of the music. Do you need background music or something with real impact? Will you be narrating or speaking in the video? If so, don't let the music get in the way of your content. Sometimes the best music is the music you don't remember at all.

After you've determined the type of music you need, it's time to start analyzing potential songs. Consider the song's pacing. Songs with a steady rhythm are easy to change to suit your video style. Hoping to include your favorite, Top 40 hit? Popular, radio songs are usually structured in 4-5 parts and can be difficult to transition.

Try to choose simple songs that are easy to loop. If you're looking for an instrumental song, be sure to find something that was recorded with real instruments. Songs made with digital samples can make your video feel unprofessional and out of date.

Finally, consider adding intro and outro music. Intro and outro music, or bookends, can serve as a theme for your content. These are a great choice if you don't need music throughout your entire video. Bookend music can help set the tone for your video, naturally split your content into chapters, and leave your viewers feeling they had a complete experience.

While some videos feel unfinished without background music, others just need a few tunes to tie the project together. Pay attention to videos that have a similar style to see how others utilize music.

10. Record your voice over.

You have your video footage and music ‚ÄĒ now it's time to chat about voice overs. UNA voice over is the separate video narration that's not spoken by the speaker on-camera. Voice overs are an effective tool that can help make your content more relatable, emotional, and fluid.

It's important to remember that video audio is just as important as video visuals. The good news is that you don't have to be the next Don LaFontaine or hire a professional to record a great voice over. Below are a few tips to capture audio on a budget.

  • Find a location. Decide on a spot to record. If you can't go to a professional studio, try to pick a quiet room away from distracting external sounds like sirens, opening and closing doors, and people talking on the phone. Read your script aloud, and pay attention to the room's acoustics. Does your voice echo or sound muffled? If so, consider recording in a different space or adding furniture to fill in the room.
  • Preparar. ¬°La pr√°ctica hace la perfecci√≥n! Before you record, read through your script a few times and take note of any difficult pauses, transitions, and words. On the big day, be sure to stay hydrated and avoid wearing noisy clothing or jewelry. Also, use a stand, laptop, or teleprompter while recording so you aren't rustling through a printed script.
  • Test and listen. Think you can record the perfect voice over in just one take? ¬°Piensa otra vez! Invest in a good pair of headphones and keep an eye on your audio quality throughout the recording process. It's easier to get a new take of audio than trying to fix it during the editing process. We recommend running through your script a few times, especially the first few paragraphs, to ensure that your voice is fully warmed up. If you hear popping or hissing sounds, try standing further away from the mic or invest in a pop filter.
  • Relax! Be sure to read slowly, pause, and take breaks while recording your voice over. Sometimes all you need is a sip of water to get back on track.

Video Hosting Platforms

You're ready to publish your video. You shot the footage, edited it together, added music and a voice over, and exported it for the web. Now it's time to get your video online so your audience can start viewing, sharing, and engaging with it.

You have several options for hosting videos online, and in this section, we'll talk about some of the best ones.

Youtube

When you ask your friends which online video platform they use, the answer you probably hear the most is YouTube.

YouTube is the largest video hosting platform and the second largest search platform and second most visited website ‚ÄĒ both after Google.

Every single day, people watch over five billion videos on YouTube. It's also free to upload your videos to YouTube and optimize them for search.

In addition to its massive audience, YouTube offers several other features that make the platform a good option for hosting your video. Because YouTube videos are hosted on individual channels, the platform allows you to build a dedicated audience of subscribers. Users who follow your channel are more likely to see additional videos you upload.

Within your channel itself, you can also organize videos into playlists, making it easy for your audience to search within your content. As a social platform, viewers can engage with your videos by liking and commenting on them, providing you another chance to interact with your audience. YouTube also offers a variety of advertising options for more sophisticated targeting.

Although YouTube offers the benefit of reaching a large audience with no cost to upload and host videos, there are several downsides to the platform. While video ads can be a great tool for promoting your own content, the number of ads on the platform from other advertisers can detract from your viewer's experience.

YouTube is also (surprise, surprise!) highly addicting. 83% of viewers prefer YouTube over any other video platform. Once viewers are on the platform, they usually stick around to watch another video … or 20. This can make it difficult to drive traffic back to your site from the platform. Despite these barriers, YouTube is a great platform for hosting videos and growing your audience.

Vimeo

If your friends didn't answer your earlier question with ‚ÄúYouTube‚ÄĚ then they most likely responded with Vimeo, the second largest video hosting platform.

Vimeo's audience is significantly smaller (715 million monthly views) than YouTube's, but there are still many benefits that make it a favorite for content creators and viewers alike.

Among these is a simpler, cleaner, user interface that makes it easier to navigate the platform. Unlike YouTube, Vimeo has very limited ads and commercials that would otherwise detract from your viewers' experience. Videos on Vimeo also tend to be higher quality than on YouTube, and the audience on the platform is likely to be more professional.

Vimeo offers several different premium account options to better suit businesses. The premium accounts provide additional storage, advanced analytics, customer support, player customization, access to lead generation tools, and much more. In addition to premium accounts, Vimeo also partners with businesses to produce quality marketing content.

If you're looking to showcase high quality, artistic content, Vimeo might be the platform for you. Its engaged audience and beautiful aesthetic make it a great place to host creative videos. However, if you're focused on quantity over quality and increasing your reach, you may want to explore other platform options.

Vidyard

Vidyard is a video hosting platform built specifically for businesses. It's not just another option to store and manage your videos; instead, it allows you to become a fully video-enabled business. Here's what we mean.

These days, we know posting your video to YouTube isn't enough. You need channel-specific video content for Facebook and Instagram, not to mention for your website. Enter: Vidyard. The platform allows you to publish and update to all of these places from a central location.

From this portal, you'll find all sorts of viewer insights. Discover what types of video content your audience likes and how they watch their videos. Then, channel those insights directly into your marketing automation software or CRM. For example, if that prospect you've been monitoring views your latest case study video, you'll be notified straight away.

One of the coolest features of Vidyard is the ability to personalize videos with the viewer's name or company directly in the video design. This is a creative addition as you begin working video into your marketing and sales strategies.

How to Create a Video Social Media Strategy

We've learned how to create high-quality videos for your business. Now, let's make sure those videos fit within each social network's best practices.

Creating and posting videos on social media should always help you drive toward your existing marketing goals.

For example, if your goal is to get more people to download an ebook, you could create a short teaser or how-to video and post the full link to the ebook's landing page in the copy of your social post.

Let's drill down into best practices for each social network.

Twitter

Promote a new blog post, engage with your audience, or even drive viewers to a landing page with Twitter videos When teasing a blog post or piece of content on Twitter, always keep your video short and sweet ‚Äď brevity is a core factor on this channel.

Short clips that are easy to consume tend to perform the best. Try pinning your video to the top of your profile for some added exposure.

If you want to get a little more experimental with using video on Twitter, you can try making short, custom videos to engage with your audience. These highly personal, one-to-one response videos are an awesome way to make your brand more human while building personal connections with your engaged followers.

Facebook and Instagram

When you walk onto a bus or train for your morning commute, how many people are scrolling through their smartphones to see the news and content they've missed overnight? Pretty much everyone ‚Äď but not everyone is wearing headphones.

For this reason, make sure your video works with or without sound. BuzzFeed is the master of silent auto-play ‚ÄĒ just take a look at their Facebook p√°gina. The reason their silent auto-play strategy works so well is because of this rise in mobile video views and the way people scroll through and consume content on social media. They often post quick recipes or quick how-to‚Äôs, often with easy-to-follow imagery or helpful text to describe what is happening.

tasty facebook video example

Facebook also favors longer videos in their newsfeed algorithm. The goal with this shift is to better surface videos that are most relevant to the viewer.

¬ŅEntonces que significa esto para usted? Don't panic; this just confirms what we already know is true. Creating the "right" content for your audience is more important than churning out it out for the sake of it.

Secondly, upload videos directly to Facebook. Facebook continues to make a compelling case for uploading your videos natively to the platform ‚ÄĒ the primary reason being that your content will be seen by more eyes.

Brand awareness videos that are light-hearted and entertaining tend to perform well on Facebook for this very reason ‚Äď their algorithm takes into account a user's previous video-related actions when determining what videos to show them on subsequent visits. Make a video that's super relevant to your audience, share it on Facebook, and see what type of engagement you can drum up!

Lastly, grab attention instantly… and keep it. Did you know that Instagram was the first social channel to initiate silent, auto-playing videos? It's true! Shortly after, Facebook followed suit, so it's safe to say that catering to this type of video when creating content for social media is the way to go. It might seem daunting to try and grab someone's attention so fast and without sound, but here are a few best practices you can use to make things easier:

  • Start off your video with motion to grab your viewer's attention while they're scrolling through the feed.
  • Videos that feature people speaking are great for landing pages or your website, but try to stick to visually stimulating videos for Facebook and Instagram (unless you're going Live, which we'll talk more about later).
  • Incorporate text or include captions so that viewers can follow along with or without audio.

Youtube

On YouTube, post with a specific strategy in mind. Think of YouTube as a giant library of video content where people go to either educate themselves or to be entertained. YouTube reports over 1 billion unique users per month ‚Äď sounds like a social media gold-mine, right? Well, sometimes, yes.

There are, however, a few questions you should ask yourself before going forth with posting every video you've ever made to your YouTube account:

  • Can you make the specific video content they're searching for there?
  • Do you need these prospects to end up on your website?
  • If you're purely seeking some broad brand awareness, YouTube could be an awesome channel for you? (Just don't expect much in the way of driving tons of traffic back to your site.)

Establish and grow a dedicated channel of subscribers by creating informative, educational content that is in high demand, and you'll start to see some real success!

LinkedIn

For a long time, LinkedIn was one of the less video-friendly social networks, that's changed. Users can now upload videos, and brands (whether that's your company brand or personal brand) can now get even more creative with the content they share.

Considering this fairly recent development, what should you be considering when creating and uploading LinkedIn videos? LinkedIn recommends four different themes for creating video to be used on its platform:

1. Show it.

If you're in a fast-paced industry that's always evolving, brands and thought leaders can take the lead by showcasing new technologies in video format, or providing tutorials on how a new physical product works.

2. Transport them there.

Video is the perfect medium for giving audiences a taste of what it's like to really be somewhere. The most obvious use case here is industry conferences and events. If your company hosts them, uploading videos of the event to LinkedIn is a great way to demonstrate the buzz you're creating in your industry.

If you're working on your personal brand, bringing snapshots of the things you're learning at the event to your connections can be the perfect way to help your community or develop your own thought leadership by sharing your perspective of everything that's happening there.

3. Teach it.

If you have a time-saving hack to share or have learned something new that might help other people in your network, video is a super effective medium for sharing that knowledge. If you're thinking about this on behalf of your company, ask yourself what your buyer personas often struggle with, and see if you can teach them a solution in video format.

4. Share it.

This is one for the opinionated amongst us. If you have thoughts on a recent announcement or piece of industry news, let people know what you're thinking in a video! Likewise, if your company has some news, or has made a recent key hire that your followers and wider industry would want to hear about, a video is a personable take that can be used alongside the traditional press release.

Of course, you don't have to stick to these four themes ‚ÄĒ get creative and test to see what works best for you.

Lastly, upload videos directly to LinkedIn. Here's how to create and upload a video for LinkedIn:

  1. Go to the LinkedIn app and tap the video icon in the share box in the top right-hand corner.
  2. Select the video icon to record now, or choose a pre-recorded video from your phone's camera roll.
  3. If you chose to record now, you'll begin recording a video inside the LinkedIn app itself.
  4. Add a description to your video to sit alongside it when you post.
  5. Hit and your video will start to appear in your followers' feeds.

Live Video: Facebook & Instagram

While Instagram's traditional features let users record short video clips and post them online afterward, new live features on Facebook and Instagram take a different approach, allowing users to post live video streams of what they're doing at that very moment.

When you’re setting up videos for Facebook Live or Instagram Live, make sure you’re following the steps in the first section of this guide. If you do this, you’ll have much higher quality live videos, which will set you apart from other live videos being shown. In addition to these steps, we have a few more things to keep in mind.

Consider timing.

Keep in mind that your live video will be broadcast from the platform (Facebook or Instagram) itself, so that's where you'll be promoting your broadcasts primarily. Do some research on your Facebook/Instagram audiences to find out when they're most engaged with your posts.

Even if some of your followers miss out, the app will save your videos to the app by default (although you can delete them manually if you want to), and they'll be available for viewing by your followers after the fact.

As for the length of your video broadcasts, remember that most people's attention spans are fairly short ‚ÄĒ especially on mobile. If your broadcasts aren't captivating from the get-go, users will likely stop viewing your stream.

Spend time coming up with a compelling title.

It's vital that your title describes what your video is and why people should either tune in now or replay your stream later (up to 24 hours). Here are a few styles that make effective titles:

  • Straight-Forward: Sometimes, the most effective title will tell people exactly what you're going doing in the video. For example, Elijah Wood once posted a live video with the title "Jellyfish" whilst visiting the aquarium ‚ÄĒ which is exactly what the video showed; nada m√°s y nada menos.
  • Exclusivo: A title that lets users believe they're seeing exclusive footage can be super compelling. For example, you might broadcast a video titled, "I'm live from my show!" for all the viewers at home. Another version of this could be "A Backstage Look Into…" or something along those lines.
  • √önico: Broadcasting something unique, rare, or just plain weird? Me pertenece. One of my personal favorites was, ‚ÄúMy Fridge: 100 Viewers and I‚Äôll Drop Eggs."

Respond to comments live.

One of the coolest features on Facebook is that people who are watching your stream in real time can comment and "like" the broadcast (which show up as hearts, like on Instagram). Other viewers are able to see these comments and the number of hearts your video has. Acknowledge or even respond to these comments out loud on the live broadcast to encourage engagement and make the experience feel like more of a two-way conversation.

Experiment with use cases.

Ya que Facebook and Instagram Live features are still relatively new, there aren't solidly defined ways to use it, especially for brands. This is a unique opportunity for you to experiment with different ways of using it and what type of content your audience likes most.

Facebook Live lets you analyze a few key stats you'll want to keep track of while you're figuring out what works. Once your video ends, the app lets you see how many live viewers you had, how many viewers replayed your video, and how many hearts your video received (this number updates automatically as users continue "liking" your video from the time it ends until it expires).

Finally, as you experiment with different recording environments, keep in mind that background noise is easily picked up by microphones ‚ÄĒ so you'll want to make sure you're in a relatively controlled environment if doing a more serious or professional broadcast.

How to Use Video Throughout the Flywheel

Too often, companies jump at the opportunity to create their first video. They spend tons of money on an explainer video for their homepage, but as soon as the project is complete, all future video ambitions screech to a halt.

On the other hand, plenty of businesses churn out a slew of social videos. But since they've simply replicated fads they've seen, their videos hardly consider their audience's challenges or habits.

Considering the time, money, and resources involved, video marketing can't be an impulsive guessing game. Instead, you need to create a comprehensive video marketing strategy that applies to every facet of your flywheel. This means thinking in the context of the inbound methodology.

los inbound methodology is the marketing and sales approach focused on attracting customers through content and interactions that are relevant and helpful. Each video you create should acknowledge your audience's challenges and provide a solution. Looking at the big picture, this content guides consumers through the journey of becoming aware of, evaluating, and purchasing your product or service.

video marketing buyers journey

In the following sections, we'll cover the types of videos you should create for each stage in the image above. To start, plan to create at least two videos for each. Don't forget to include call-to-actions to help lead your audience through their purchase journey and into the role of "promoter." Over time, you can improve based on conversion rates and the content gaps you discover.

video marketing funnel to flywheel

Attract

The first step of the inbound methodology is to attract ‚ÄĒ or turn strangers into visitors. Consumers at this stage are identifying their challenges and deciding whether or not they should seek out a solution. Therefore, the videos you create should empathize with their problems and introduce a possible solution in your product or service.

Ultimately, the goal of this kind of video is to expand reach and build trust. Because you are looking to garner shares for your video, it'll likely be more entertaining and emotion-evoking than educational. But, you should still provide enough information to associate yourself as an authority on the topic.

Examples of videos in the ‚Äúattract‚ÄĚ stage include snackable social videos that show off your brand's personality, thought leadership videos that establish you as a source of industry news and insight, brand films the share your values and mission, or explainers and how-to videos that provide relevant tips for solving your audience's pain point.

For any "attract" video, avoid speaking too much about your product. Instead, let your brand values and personality be your north star(s). Finally, because these videos can live on a variety of channels, keep in mind the strategies of each platform. Por ejemplo, un Facebook video might have a square aspect ratio and text animations for soundless viewers.

Convert

Now that you've attracted video viewers and website visitors, the next step is to convert these visitors into leads. With most inbound marketing content, this means collecting some sort of contact information via a form. Video can aid this process by visualizing a solution to the buyer's problem, whether that's before the form on a landing page or as the offer itself. Overall, the goal of this kind of video is to educate and excite.

"Convert" videos may include a webinar filled with tactical advice, product demos sent via email, landing page promotional videos, case studies, or more in-depth explainer and how-to videos. For example, while an "attract" video might provide a quick tip for nailing a sales pitch, a "convert" video could be an animated explainer video that breaks down the inbound sales methodology.

Close

You've attracted a new audience with your videos and converted the right visitors into leads. Now's the time to close these leads into customers. Yet, as important as this stage is, "close" videos are often the most overlooked by marketers and salespeople.

At this point, the consumer is weighing their options and deciding on the purchase. Therefore, the goal of this kind of video is to make your audience visualize themselves using your product or service ‚ÄĒ and thriving. There's a reason 4X as many customers would rather watch a video about a product than read about it. Videos are able to display functionality and leverage emotions in ways a product description never could.

Great "close" videos include testimonios of customers with relatable stories, in-depth product demos, culture videos that sell viewers on your quality of service, or even personalized videos that explain exactly how your product could help their business

Deleite

A purchase may have been made, but there's still a lot of video can do to leverage the post-conversion stage of your flywheel. During the "delight stage" of the inbound methodology, your goal is to continue providing remarkable content to users that makes their interaction with your product or service as incredible as possible.

It's also in hopes that they'll tell their connections about their experience or up-sell themselves. Therefore, the goal of this type of video is to encourage your customers to embrace your brand and become brand evangelists.

Your first opportunity to delight comes directly after the purchase. Consider sending a thank you video to welcome them into the community or an onboarding video to get them rolling with their new purchase. Then, build out a library of educational courses o product training videos to cater to consumers who prefer self-service or simply want to expand their expertise.

Defining Your Goals and Analyzing Results

At this point, you know how to create a video and where to host it. You're ready to get started, right? No exactamente. Before you dive in, you need to define your video goals and identify the best metrics for determining whether you've accomplished those goals.

Before launching any marketing campaign, it's important to determine your primary video goal. This could be to increase brand awareness, engagement, or even conversions for a free trial. It's crucial to pick out just one or two goals for each video. When you define more than that, your video will seem unfocused, making it difficult for viewers to determine what they should do next.

When thinking of your goals, be sure to keep your buyer persona and target audience in mind. ¬ŅQu√© edad tienen? Where do they live? What are their interests? How do they typically consume media? What stage of the buyer's journey are they in?

All of these questions can help determine what type of video you should make and where you should post it. For example, if your target audience is not familiar with your company, you probably want to make a video that focuses on brand awareness before producing an in-depth, product video. You'll also want to host your video on a site that already has a large reach, like YouTube.

Next, let's talk about metrics. Understanding these will equip you to define and measure your success and set your goals. When you post a video, it's easy to get obsessed with one metric ‚ÄĒ view count. While view count can be an important metric, there are many others that may be more relevant to your campaign.

Below are some popular metrics you'll see when you publish and track video.

  • View Count: View count is the number of times your video has been viewed ‚ÄĒ also referred to as reach. This metric is great to track if your goal is to increase brand awareness and have your content seen by as many people as possible. However, it's important to remember that every video hosting platform measures a view differently. For example, a view on YouTube is 30 seconds while a view on Facebook is only 3 seconds. Be sure to read the fine print before reporting on your video view count.
  • Play Rate: Play rate is the percentage of people who played your video divided by the number of impressions it received. This metric helps determine how relevant or appealing your video is to your audience. If thousands of people see your video, but only a handful of people play it, it's probably time to optimize your content.
  • Social Sharing and Comments: If you're on social media, you're probably familiar with sharing and commenting. Social shares and comments are good indicators of how relevant your content is with your target audience. If a viewer watches your video and takes the time to share it with their network, you probably created a great piece of content. Social shares are also important because the more times your video is shared, the more it'll be viewed. If your goal is to reach a lot of people, social shares is a good metric to track.
  • Video Completions: If you took the time to make a video ‚Ķ you probably want people to watch the whole thing, right? A video completion is the number of times a video is played in its entirety. This metric can be more reliable than view count when trying to determine your video's success.
  • Completion Rate: Completion rate is the number of people who completed your video divided by the number of people who played it. Completion rate and other engagement metrics are a great way to gauge a viewer's reaction to your video. Do you have a low completion rate? Are people all dropping off at a certain point? This might be a sign that your video content is not resonating with your target audience.
  • Click-Through Rate: Click-through rate (CTR) is the number of times your call-to-action (CTA) is clicked divided by the number of times it's viewed. CTR is a great indicator of how effective your video is at encouraging people to take your desired action. If your CTR is low, consider revising the design or copy of your CTA.
  • Conversion Rate: Conversion rate is the number of times visitors completed your desired action divided by the number of clicks on your CTA. If your goal is to have your viewers complete an action like signing up for a free trial, try adding a video to your landing page to see if your conversion rate increases.
  • Bounce Rate and Time-On-Page: Are you thinking about adding a video to a web page? Take note of the page bounce rate and the amount of time people spent on the page before you add the video. Be sure to check the metrics after you place the video to see if changes the way people interact with your other content.

Finally, what about your video social media marketing strategy? How do you measure that?

Measuring performance on each social media platform provides valuable information, especially to determine whether video really is the right content type for your audience on each platform.

Across all platforms, in addition to the metrics above, be sure to measure views over time to determine the life of your videos. You may find that videos need to be refreshed every few weeks, or months, in order to stay relevant with your audience. You also want to always be tracking and comparing engagement of your videos. This will help you determine which topics encourage the most sharing, and therefore will have a higher and longer lifetime value.

Ready, Set, Action!

I'm guessing you're feeling a little overwhelmed right now. Don't worry, you're not alone. Video editing and marketing can seem daunting at first, but with a little practice and patience, you can easily produce high-quality content that is unique to your brand.

With 71% of consumers watching more video online than they were a year ago, brands can no longer ignore their growing popularity. Thankfully, creating great content has never been easier!

Try turning a written blog into a video or create a product tutorial. Using video to showcase information in a new, interesting way is sure to interest and delight your audience. Pick up a camera, start filming, and watch your engagement levels increase. It's time to make video a key part of your marketing strategy!

video marketing starter pack

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