This series on video can be for all businesses and individuals and it applies to wine AND to all categories.
I have seen so many videos where there was no planning, editing and and an overall lack of thought on a video’s purpose: it was an exercise of quick ‘let’s get this done’ to check the box and move on with the next priority.
Looking prepared in your video and having all elements in a video need to be included is a foundation for successfully videos. Video viewers have limited time and many video options and their attention is very limited. The call is to have your video editing and have elements that are as polished as possible.
Editing is one where not enough is done even today in our post-perfect world. Some people are either not honed in on good video production practices or excuse bad video moments as okay. I have been told I edit too much in a few of my videos–I could have edited less and I am sure that would not have been acceptable. So yes there is a balance of too much or too little video editing. And who hasn’t seen a video where no editing was done – yes, exactly… it is painful to watch.
Video does cost time–I have spent 5-6x more time that the actual video – preplanning, writing, rehearsing, shooting, editing, uploading and file content management is time consuming. While video editing software has gotten better and easier to use–it has improved greatly things like rendering but at the cost of space. Your computer environment does require file hygiene maintenance – removing and filing away often large files in a separate drive from your computer is something that is requisite.
Here are minimal standards for your video.
- Intro – professionally completed and animated
- Outro – professionally completed and animated
- Music – make sure you have or you have full right to use music (intro, outro and underlying music where appropriate) – I have chosen to use background music in many if not most of my videos.
- Lighting – three point lighting – back, key and fill lighting is important (at minimum key lighting is essential – light shining on you and anyone else in your video)
- Microphone – even if you think you have a loud voice it doesn’t translate as cleanly as you might expect–someone might have to turn on their speaker and even at that they may miss a few words. A microphone can do wonders
- An outline to glance out which you can display on a teleprompter or even a Word or PowerPoint document–don’t use teleprompter to read word-for-word. You want a natural sounding delivery and an outline can make sure you hit all the points you want to make
- Rehearse your outline and don’t worry you will never get to perfect and doing this often (rehearsing) enough it will be more comfortable while taping
- Don’t worry recording “perfect” video–have several takes so you can have selections that are usable
- Before you record–breath and relax as much as possible
- Don’t wear intricate patterns as it may be distracting to viewer
- In your video use pictures and graphics (PNG, JPG) to tell your story: it can help explain a complex aspect or give a fuller picture of your story
- Have props especially if you want to highlight a product
- When you start out don’t worry about have complex filming techniques–i.e. multiple cameras, slo or sped up motion. Stick with a continuous frame rate – as you become more confident in your editing capability you can layer on more features. So start simply and add continuous improvement over time
If you want your videos to be the best possible look at video producers on YouTube to get ideas and see what works for them or not. When you see someone’s production it can help you to hone in on or stay away from a technique to developing your video style.
Some minimum suggestions in your video:
- Be friendly and engaging
- Ask viewer to give a like to your video
- Ask viewer to subscribe to your channel
- Let viewer know about your social media presence “I’m on Instagram…”
- Thank your viewers for watching
- Let viewers know where your product can be purchased
- Be sure to either talk about any disclaimers that may be important to your viewers “only available in California” “Price may vary regionally”
- Use the YouTube description field to give as much information to your viewer – I would also add copyright date and any other relevant and important information
- Encourage your audience to share your video
The more prepared your video content is the more likely it will meet with viewer engagement – liking, sharing, subscribing and so fourth. The less prepared your content is the less likely you will have a following and have earned a one-time visit versus content that is sought after and seen many times by many users. Building your video story is more than just showing a singular shot of a ‘sorting table’ or ‘grapes growing on the vine’ and nothing else; a story with depth is what current viewers are craving and will engage.
Wishing you good videoing!
First Article: Manage Your Video Content Actively – Plan & Promote – One of 4 Part Series
Third Article: Ecology & Cultivation of Your Online Video Collection & Proaction of Your Video Program & Plan – Three of 4 Part Series
Fourth Article: Minimum Requirements of Uploading a Video & Bringing Your Video Program Together – Four of 4 Part Series
© 2020 James Melendez / James the Wine Guy— All Rights Reserved – for my original content, drawings, art work, graphs, photographs, logo, brand name, rating, rating, taxonomy, graphic and award, and design and all designs of James the Wine Guy. James the Wine Guy is also on Facebook, Twitter and most major social medias.
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