Superfast Essex

How to make your own promotional video

How to Make Your Own Promotional Video 

By Lisa Mach, Eastern Enterprise Hub www.eehub.co.uk 

Impactful and short promotional videos are a great way for you to show off your business; they can be tailor-made for the people who want to know more about you and your business. With video, people can then consume more information about you in a shorter amount of time. This form of marketing is fast, effective and not time consuming. 

So, how do you make a promotional video? Here are five steps on how to make your very own promotional video for your website:

Step 1. Planning

Figure out the purpose of your promotional video and what kind of message you are trying to get across to your audience. 
It’s best to ‘tell it like a story’ and create a storyboard and script to make the process clear and simple for your audience and for yourself.
Remember to pinpoint your target audience and understand just whom it is that you want to click on your video. This will make the whole process of telling a relatable story much easier. People remember visual stories much easier than facts and figures.

Step 2. Pre-Production

Make a list of everything technical that you need. This is where you’ll need to gather the materials to use whilst filming. Always try to use the best quality equipment available to you – however, this doesn’t always mean the most expensive equipment. 
Use the apps and programmes you have that are the most reliable – it’s best not to try to use a completely new programme before the distribution deadline. Be comfortable with how and what you’re using to film. You could start off using basic equipment such as a compact hand-held camera and a clip-on microphone, editing software such as i-Movie and a script, so you are able to remember the key messages about your business. 

Step 3. Production

When filming, remember to film more than you think you need, as you don’t know when those extra seconds of footage will come in handy when you’re editing. 

Make a list of key messages you want to convey beforehand, and ensure you or the actor communicates them clearly.
To ensure the sound quality is at its best, it’s a good idea to use a microphone. Remember that unnecessary background noises can be picked up very easily, so isolate the filming area as best as possible. 

Step 4. Post-Production

Editing the video will feel like magic… your footage will come to life! Manually cutting and sewing the videos you’ve filmed is a gruelling process but every cut will be noticeable in a 2-3 minute long film, so ensure that the videos are put together smoothly - don’t overdo the effects. A simple fade and cross-fade transition between cuts usually works well. Leave a time gap between key points and remember to illustrate with still imagery; this will give your video more layers and impact. 
i-Movie is an efficient beginner programme if you’re editing on a Mac, as it’s a simple drag and drop programme that renders your video into a visually-pleasing product.
Video pad is a highly recommended free video-editing programme that would provide you with everything you need to edit videos as you would in Final Cut. 

Step 5. Distribution

Distributing your finished video reel will be a piece of cake once you’ve come to terms that the video will be the centrepiece of your marketing campaign. 
YouTube is the best hosting platform for videos. You can alter your privacy settings and annotate the video afterwards to ensure your video is up-to-date. Any mistakes can be corrected after post-production because these annotations usually can be pasted on top of your video over the designated area you want to correct i.e. link to another video you want to promote. YouTube is very user friendly so sharing your promotional video should be an easy process.

I hope this blog helps you make your very own promotional video. Please visit the Superfast Essex website www.superfastessex.org/forbusiness to find out more about developing your business online with the help of faster broadband.