96% of B2B organizations are engaged in video content marketing. This means that everyone is now aware of video marketing and is attempting to engage with it at some level. The problem is that many companies have limited in-house experience, which leads to a fear of creating original content that won’t look professional or will take too much time to produce.
Lucky for you, this post will solve that problem. We’ll look at a practical way to get your vlog up and running for minimal upfront costs, and show how to do it without years of video production experience under your belt. If you haven’t already defined your purpose or target audience for your vlog content, make sure to read “How to Begin Creating High-Quality B2B Marketing Videos.” This will give you a strong foundation and more productive video experience.
Step 1 - Script
All great videos start with a great script. It’s important to write out what will be said so that you can plan what you want to show during each part of the video.
This will allow your graphic designer to get started on any graphics needed before you even start recording. It will also help you think through the location for each part of the video. Maybe it can all be done from a single location in your office or maybe you’ll decide that the cool mural outside would make a great background instead.
By writing a script first, you’ll have an easier time knowing what visual elements you’ll want to include in the video. To help you in the planning process, I’ve included a Vlog Script Template.
Step 2 - Camera
Technology has come a long way for digital cameras, and now most smartphones and tablets have high-quality resolutions that will produce quality videos for your vlog. A good rule of thumb is to make sure that whatever device you use has a resolution of at least 1920 x 1080 (standard high-definition). Here is a list of tablet and smartphone resolutions that you can check to make sure your device is capable.
Other devices can be used as well and if you have questions about something you might already own, please comment on this post.
Step 3 - Tripod
Tripods are often overlooked, but they can make the biggest difference between a professional-looking video and amateur hour. Since most vlog videos will not require you to move the camera during a shot, a fluid head for your tripod will not be necessary and will save you a lot of money.
If you look on Amazon, you can find plenty of tripods with smartphone and tablet adapters sold together for $30 - $50. A good example of one is made by iKross that comes with a smartphone adapter and carrying bag.
Step 4 - Lighting
You can find lighting kits of all kinds online at a wide range of prices, but for simplicity, you can use a free lighting kit - the sun. If you decide to shoot your video inside, be sure to shoot near a window and make sure your subject is not in direct sunlight. Just having indirect lighting from a window will be more than enough.
As shown in the diagram, the majority of the light source should be behind the videographer. This is called the “key light.” Then have a person with a large piece of white poster board reflect this key light to the darker side of the subject’s face. This is called a “fill light.”
If you want the light to have a warmer look then buy a poster board with a gold metallic side. The reflected light will give off the desired effect.
Step 5 - Audio
Microphones are becoming more available for mobile devices and two good options are The Mighty Mic, a shotgun mic ($49) or the Move PM10 lavalier mic ($25).
However, there is also a potentially cheaper option if you have a second iPhone. Just open the Voice Memo app on the second iPhone (the one not recording video) and press the record audio button. Then you can put it in a shirt pocket or have someone near by out of frame pointing it like a microphone towards the subject.
After you start recording on both devices, clap your hands in front of the camera. This will create a point of sound and a visual cue to sync the audio file with the video file in postproduction. Just make sure that when you start recording on both devices, don’t stop until you have a take that you like. It makes it much easier to edit later since you will only have to sync the audio and visual files once at the beginning.
Step 6 - Editing
When you are finished capturing the video and audio it is time to edit the video together. iMovie is the easiest option, if you are a Mac user, to edit your vlog. You can find tutorials all over, but to save you time here is “How to Use iMove 2016: A Beginner’s Guide.”
If you only have access to Window-based devices, then I would recommend looking at VSDC. It’s a free video editing software with a small learning curve. There are some helpful documents to get you started, but if you want more help then you can pay $10 a year for full support.
Step 7 - Video Hosting
The most popular free video hosting site is YouTube and it’s definitely the best free option. However, there is also a paid hosting site called Wistia that should be given some consideration. Here are some quick advantages of each one and a great comparative article you can read. Then you can decide which is best for you.
- It’s free
- The second most-used search engine to Google
- Everyone knows it and uses it
- A great backlink to your company’s website that can help your SEO
- Videos can be easily shared and embedded on other sites
Wistia (standard subscription $100/mo.)
- High quality videos with multiple resolutions
- Include a lead generation form that works with popular CRM & marketing automation
- Can insert custom calls to action
- Video supported SEO
Bottom line, YouTube is where you want to be if you need to have the greatest reach with massive amounts of impressions. Wistia is the best choice if you want to drive traffic to your website, increase engagement and have the budget for it.
Now you are ready to start your B2B vlog. If you have any questions please let us know in the comments, and if you have any tips and tricks you use for your vlog feel free to share - and don't forget to download our free vlog script below!