Marketing is all about giving your target audience a clear picture of what you do and how it can benefit them.
It’s hard to do when your website is littered with blurry video content that looks like it was shot inside a paper bag.
Look, we all know video marketing is important. Right? Google has explicitly told us it’s important. We’ve told clients that it’s important for their business. Our clients have told us that it’s important to their business. And the audiences we’re targeting have voted using their attention (and ultimately their wallets)! In fact, 87% of video marketers claim that video is increasing traffic to their websites. (That’s, like, a lot.)
But sometimes, somewhere along the way… the lines get blurred. And almost everything else in the frame. And that’s a bad look. Literally.
Blurry video content is not only unacceptable – it’s completely preventable with just a few quick tips.
- Lighting: You’re familiar with the rallying cry, “Lights, camera, action”? There’s a reason “lights” comes first. (They tried making movies in the dark, but it didn’t stick.) Without ample illumination, your video content will be dim, grainy, and – yes – blurry. A three-point lighting setup – key light, fill light, and backlight – is standard for video. Natural lighting is great – if it’s available and it fits your purpose.
- Stability: Shaky footage is almost as bad as blurry video content (and occasionally the cause). When the camera does the shimmy, your video runs the risk of making your viewers lose their lunch – and it instantaneously looks amateurish. Just think back to all of those home movies where dad inadvertently filmed more of the carpet than he did Christmas morning. Handheld video works for certain themes and artistic merit, but by and large, you will want to invest in a tripod to eliminate erratic movement. And once you set it – leave it. Continuous panning is also a hallmark of home moviedom. When you want to change the angle or point of view, implement different shots. Video editing and stabilization software can help you “fix it in post,” as they say.
- Purpose: Consider your end platform long before you start shooting. When it comes to producing quality video content, you need to consider two different things: your camera’s resolution and the end platform’s resolution. The former is simply how many pixels are captured by your recording device (i.e., your smartphone or video camera). This will determine how “clear” or “detailed” your videos look when viewed online. Platform resolution refers to the size at which your videos will be displayed on each social media platform (Facebook, Instagram, YouTube, etc.). Different platforms have their requirements for optimal viewing experience so make sure you check before launching a campaign.
A good rule of thumb is to record at the highest definition possible. This gives you more flexibility when editing and lowers the risk of blurry video content when you are zooming in on a subject in post-production.
Remember: developing interesting, pithy, and witty video content is only half the battle. Making it aesthetically appealing takes you over the finish line. You don’t have to be a professional videographer with all of the bells and whistles to create engaging – and clear – content. A little time and effort can ensure things are polished before you post. But if you need assistance or strategic direction, a reputable digital marketing partner can certainly point you – and the camera – in the right direction.
