In early 2020, video overtook blogs and infographics as the most used type of marketing content . At around the same time, remote working grew more than ever .
As businesses quickly started moving to remote workspaces , video marketers wondered how they would create content with the same level production than something filmed in a well-lit studio with professional equipment. Additionally, video creators who have ever filmed interviews or explanations featuring opinion leaders had to determine how they would continue to integrate the talen.remote ts.
Despite the challenges of making home video, companies like have finally figured out the processes that allowed them to continue creating useful content for their audiences.
If you are a first-time remote video manager, you may still be learning to navigate and produce effective content on a timeline.
To help inspire new video strategies, I spoke to the Academy and social media teams for advice on how they implemented and created new processes remote production.
How to coordinate and create home videos
1. Think about ideas for content that your audience will enjoy.
As you would with any content marketing campaign, consider topics that will educate, entertain, and delight you.our audience, even though they are clearly filmed in a -home.
To find ideas for videos, plan a virtual brainstorming session with your team. Consider your brand's goals, messages, and issues that you can solve for your audience with informative content. Then collapse a list of topics based on their value level and the ability to create them remotely.
For examples of marketing videos that you can easily create from home, even on a budget - check out this blog post .
2. Create a video production plan.
Any good content marketing strategy starts with a production plan. This was especially true for our Academy team, which regularly films and posts video content from our physical offices.
"We made our plan shortly after the offices moved away " says Stephen Fiske, ProducerAcademy video. "We have generally always filmed in our studio, but we knew that would not be an option for the foreseeable future. So we had to quickly pivot and find a solution that allowed us to continue creating content for our clients and prospects. "
To create a solid video shot from a distance, review your current production process and determine what aspects you can make virtual, such as editing, filming yourself, or l 'added animation. Then, talk to your team to figure out workarounds for things you're most used to filming in person, like studio interviews.
For example, the Academy team had to ask questions such as, "How will we film opinion leaders or academics in the Academy? " Or " Are there ways to support our talents remotely? "After answering these questions, the teamdeveloped a strategy that allows their teachers and opinion leaders to film
Through the Academy process, Fiske says: "We were able to continue to create content effectively while meeting our standards high quality. "
" We know how important our training is to our customers and prospects around the world, so we created this process for them, "Fiske adds.
Around the same time, the social media team also worked together to create a plan for their fully remote video strategy.
"For me, most of the pre-production process hasn't changed much. There is certainly less in-person interaction during ideation and pre-production. -production, but the process is always the same, "says Thomas Hutchings, associate editor and social team host.
" A big change, as you can imagine, is video production itself. -meme ", Hutchings admits. " From equipment to play space, I had to dig deeper into my creative toolbox to find adequate workarounds that would always serve our customers and our audience to the best of our ability. of my abilities under the circumstances. "
While Academy's new process primarily involved letting talent check in, Hutchings 'involved everything from DIY platforms to reorganizing my entire space of life. "
While Hutchings has developed his home video production process a lot, like Fiske, he notes that teamwork has been key to the success of video production.
"My manager and manager have both been very helpful in making sure we have what we need, so I'm lucky to have their support, " Hutchings adds.
3. Get the right equipment.
When planning strremote video ategies, one of the main questions asked by the Academy and the social teams was: "What equipment can we use? "
"All presenters at the camera received a remote shooting support kit. Our video editors would do a 'virtual location' of their home to determine the best location to shoot. They also instructed the presenters on how to set up the equipment, "Fiske explains. .
Likewise, Hutchings explains that the social media department was able to find him the equipment he needed.
But, if you're working at a startup that can't deliver material to you - or even budget for it in the first place - that shouldn't stop you from making videos.
According to HubSpo's Video Managers, you can find a number of tools at home, or buy them affordably online. Here is a quick list of items thatyou will need:
A high resolution camera
In a YouTube video, shown below, Hutchings explains that a DSLR is the best camera to use for videos at home, but an iPhone or other digital camera will also work.
As for Academy, video creators and subjects were loaned an iPad Mini and a removable wide-angle lens, which were both easy to use and allowed for solid video recording.
Lighting
"Lighting can make a video look almost professional even when shot on a simple phone, but it's all about placement Says Lindsay Daly, video editor and host for the social team.
If you don't have traditional film lighting tools, you use light fixtures in your home, like lamps or natural light.more important to keep in mind is the angle and positioning of the lights and the camera.
"Your light source and camera lens should point in the same direction on your subject. Otherwise, this video recorded in front of your window will look more like an anonymous silhouette interview taken from 'a crime drama, "Daly points out.
To prevent video mishaps in apartments with low natural light, Academy also sent their video subjects a simple ring of light with a stand. The holder contains the ring light as well as an iPad or phone to provide professional-quality lighting.
Audio equipment
In the Hutchings explainer video , he also explains that you need to film yourself in a quiet environment. If the sound is muffled on your camera or phone, you can also necessarily buy a microphone online. One microphone to consider is a lavalier microphone, which can clip onto a subject 's shirt. This type of microphone was included in the Academy's remote video kits.
For tactical advice on building your own home production studio, watch this video tutorial created by Hutchings for the YouTube channel of:
4. Pick the right background.
Despite our best efforts, many of our homes don't look good on camera. Even though we have a clean house, new furniture, and beautiful curtains, our homes can have unexpected issues that make it very difficult to shoot on camera. These issues can include awkward scenery or poor lighting.
This is why Academy has made selecting the right background a priority priority in his process. According to Fiske, each presenter filmed from his home takes a video test with the editor Academy.In the test, the presenter walks around his apartment and sits in a few places during a video call with the editor.
After the talent or subject walks through their house, the editor gives their opinion on which locations work best and lighting adjustments. This ensures that any videos received by the publisher will not need to be re-shot due to background incidents.
According to Fiske, some good background options that you might find in your own home include bookcases, backgrounds with plants, and brick walls. You'll want to avoid sitting in front of windows with no blinds, which can cause lighting issues, as well as plain white walls that can be dull, can also impact the white balance of your video.
If you don 't have a video editor to help you choose your own background, it maybe a good idea to shoot yourself in different places with different amounts of light. As you review each clip, ask yourself questions such as "Is my background distracting? ", "Do I look like a dark shadow because of the lighting? " And "Do I look overexposed from too much light? "
5. If you are not the subject of a video, allow your talent or your opinion leaders to film themselves.
In addition to sending material to Academy presenters and testing the backgrounds with them, Fiske explains that editors and video managers would try to support their talent by d ' other means via video call.
For example, if a presenter needs help or feedback, Fiske says that "during the shoot our video editors can join the shoots remotely, allowing them to direct the talent. , and work with them to get the bestur lighting, the best framing and the best sound. "
Hutchings says his team has also taken steps to allow talent to film themselves for social channels. For him, one of the keys to this process is using empathy. whenever possible.
"I had to direct videos via Zoom and resolve situations for things I hadn't anticipated, like barking dogs in the background, construction noise, or bad cell phone camera angles. "Hutchings shares. " One thing that keeps me on a high note is empathy. I know I'm not the only person to go through this. I know we are all in the same boat. So if a dog is barking in the background and a viewer on YouTube notices it, maybe they can understand and appreciate the authenticity behind it. "
" Many people face the challenges of shooting remotely, and this doesIt's not just the publishers who have obstacles. It's also your talent, "says Hutchings. " They've become more involved in the shooting process than before, which can add another level of complexity. Being patient and adopting thoughtful practices is very helpful. "
6. Create a remote video production guide for internal use.
Every business is different and may vary in budgets and video production capabilities. Chances are, if another video manager or employee joins your team, they'll have questions about how your brand creates videos scalably and remotely. This is why Hutchings and Fiske both created guides video production teams for their teams, talents and other employees.
"I 've created a short guide and a detailed video to help our talents navigate the process of filming themselves and how to submit their pictures "says Hutchings. " This will save you time, so instead of repeating yourself to new talent, you can send a guide and go back to what you do best, creating. In addition, in the future, if remote working does become more common, these guides will be useful. "
Meanwhile, Fiske created a detailed in-house guide that highlights each step of the Academy's production process from start to finish. He then shared it with the entire company so that employees outside of its department can reference and use it as needed.
Creating valuable video content for your audience
While the Academy and the social media teams may have slightly different strategies, they approached video remotely with the same goal: to create valuable content.
As you go continue to develop your remote video strategy and test functionalitiesScalable marketing skills, your production process will become more fluid and you will learn which videos really engage your audience.
"No matter how sophisticated or basic your setup, content is always king, " Hutchings concludes. "If you always create quality content that delivers exceptional value to your customer, an audience, viewers won't worry about some poor lighting or sound issues. Equipment is important, but there is a little leeway to get creative and find solutions that will get the job done. "
If these tips have inspired you to create a remote video production process, check out this post on three effective marketing videos you can make from home.
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