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It’s no secret people love videos. Internet users turn to them every day for entertainment, information, tutorials, and more. So many people are searching specifically for them that YouTube is now the second most popular search engine in the world, and with the huge numbers of consumers hungry for more videos, you better believe small businesses have taken notice of this marketing oasis.
This medium has become so important it is estimated businesses will spend $1.5 billion in 2012 on internet video.
Video production, small businesses, and DSLR cameras
Besides the popularity of videos, perhaps the other biggest thing driving the trend is the low cost of video production, which benefits both producers and the business that use their services. Professional quality results are attainable with relatively inexpensive DSLR cameras, and video sharing sites are free. If motivated, producers can film, edit, and upload a video in as little as a day.
Also encouraging the rise are the ever growing video production companies eager to supply businesses with their own professional-quality video, and with over 70 million web pages on the net, these companies have a large market to cover and are not likely to slow down any time soon.
The trend of businesses turning to video ads is unprecedented when you consider less than a decade ago the only real way of getting a “commercial” seen was on TV — something out of reach for most businesses. Now, even the smallest, local company can become a household name virtually overnight if its video happens to go viral.
Despite the low cost and availability, small businesses are sticking with online videos because they work. The internet opens up a whole new world of marketing opportunities, including SEO, social media, websites, etc., and when combined with videos, businesses can see definite results in their bottom line.
Local video marketing
As great as online videos are, they are even more effective when targeted at a local audience. Although the internet can provide you with a global market, most small business owners do much better by trying to standout in their own area first. Fortunately, this is easier to do since there is a lot less competition in a local arena as opposed to the whole internet.
Also working in favor of local video ads are the search engine’s tendency (especially Google’s) to provide searchers with local, relevant results. So, when someone makes a query related to a certain industry, Google will provide a list of related, local businesses in the search results. Included in the list are, of course, videos — and remember, many people automatically gravitate towards those.
Thus, posting a video and optimizing it for a local audience gives you a huge advantage in gaining visibility in search results.
So, you know videos are popular and a growing marketing trend, but are they really worth the effort for your business? Absolutely! Specifically, a quality video advertisement can provide your business with:
- Cheap exposure – A few years ago, the only real hope of implementing video production as part of your marketing plan was by relying on expensive TV commercials. But, with YouTube and other video sharing websites, you can post a video for free and reach unlimited people.
- Socialization – Videos go hand-in-hand with social networking (another awesome marketing tool). If you can get people sharing and talking about your videos, you can reach a whole new audience, and if the video is really great, it might even go viral.
- Drives traffic to your site – Even if internet users find you on YouTube, if they like what they see, they can follow links back to your site where they can follow your call to action.
- Boosts conversions – Your video essentially acts as a salesman who works non-stop and never says the wrong thing. If your video is engaging and inspiring, viewers will be primed for conversion before even getting to your website.
- Sets you apart from the competition – Although many small businesses are embracing video production, there are still a bunch more that are not. Having a quality, professional looking video will help distinguish you from the competition and make you appear cutting edge.
- And more!
The most important thing to remember about using video production as a marketing tool is it has to be relevant to the viewers. No one wants to watch a boring advertisement that speaks AT people instead of TO them. Keep it interesting, fun, and inspiring to really connect with viewers.
Can you do it yourself?
As mentioned, DSLR cameras are relatively inexpensive, which means they are now more accessible than ever to the average consumer. And besides making it possible for nearly everyone to take great still photos, newer DSLRs are also capable of filming HD quality video.
In fact, with the proper sound and stabilization equipment and a fair amount of practice, it is possible to produce videos that look as good, or better, than those made with professional-level video cameras.
Of course, these cameras aren’t magic and it still takes a decent amount of talent to create a superior video, but if you are thinking about DIY video production, you should seriously consider a DSLR.
Why use a DSLR over a (semi) professional video camera?
When there are so many dedicated camcorders on the market, it’s natural to wonder why you’d bother using a DSLR to shoot video, but they actually have several advantages, including:
- Cost – You can get a decent DSLR setup for around $7,500. On the other hand, professional video options (with similar results) will run you two or three times that amount.
- Small – DSLRs are relatively small, easily taken just about anywhere, and operable by one person. Traditional video equipment requires a crew of people, lights, large shoulder cameras, and a host of other accessories.
- Does double duty – With a DSLR you can shoot high-quality stills or video, so you get more for your money.
- Shallow depth of field (DoF) – DSLRs have a shallower depth of field than camcorders, which allows viewers to focus on the subject while the background stays out of focus (a very common practice in cinematography).
- Good image sensors – DSLRs are full-frame or cropped sensor, which is much bigger than the maximum 2/3-inch professional camera sensor.
- Variety of lenses – There are all sorts of lenses available that allow unlimited creativity and shooting methods with a DSLR.
Editing DSLR video with windows live movie maker
If using a PC, you probably already have Windows Live Movie Maker (WLMM) on your computer, which makes it a natural choice as a video editing program. Yes, there are more expensive programs with more features, but if you’re just starting out, WLMM is a good tool for learning and practicing the basics of editing.
Depending on your brand of camera, it may record video in one or more formats, including AVI, MOV, and MTS. Currently, WLMM accepts AVI and MOV formats, but sometimes users still have difficulty getting their files to load. If this is the case, or if your camera’s files are not a type WLMM accepts, you will have to use conversion software to convert your files to an acceptable format, such as WMV (Windows Media Video).
Once you have your video in WLMM, you can trim it, combine it with another video, speed it up or slow it down, incorporate still shots, add music, and more. Essentially, it provides everything a beginner might need.
When your film is complete, you can publish it to the web straight from Windows Live Movie Maker. Simply choose where you’d like to publish your video, such as Facebook or YouTube, and the program will do the work for you.
Yes, Windows Live Movie Maker has its annoyances (particularly the format issue) and is very, very simplistic; however, it’s free and it’s an easy way to dip your toe into the editing waters without spending any money. Start by making short films for your friends and family as this is a great way to get practice without the pressure of creating something “respectable” for your business.
If you don’t already have Windows Live Movie Maker, you can download it for free on your Windows 7 computer by going to the Microsoft website.
Editing DSLR video with Final Cut Pro X
Once you become more experienced at video editing, you’ll likely want to move up to a more robust editing program, and for Mac users, Final Cut Pro X (FCP X) is a favorite among professionals and hobbyists.
Like most Apple products, Final Cut Pro X is very proprietary in nature and only accepts QuickTime compatible video formats. But, the good news is it does work with the H.264 video codec, which is used by most DSLR cameras. This means you can transfer your files or access them straight from your SD card without bothering with any conversions. Every camera is different though, so always check to make sure your files and codecs are acceptable before buying the program (it costs $300).
If you’ve been using a basic program and are itching to add some professional elements to your films, you’ll love everything you can do with FCP X. It has a ton of features (more than can be mentioned in this post), but some of the most notable ones are:
- Multicam editing – For adding multiple video angles.
- Chroma keying – Allows you to adjust color, edge, and light.
- Magnetic timeline – Automatically eliminates gaps and tracks clips.
- Auditions – Makes it easy to quickly try out different versions of the same clip.
- Merged clips – This feature is especially useful for those using DSLR cameras because it allows you to take multiple video and audio clips, combine them into a compound clip, and synchronize them based on audio.
- Improved performance – Includes 64-bit architecture, high-quality rendering, and broadcast monitoring.
- Intuitive organization – Instead of looking through file bins, you can easily find what you’re looking for by using keywords, filmstrip views, smart collections, groups, and more.
- Rolling shutter fix – As any DSLR user knows, swinging your camera back and forth causes your video to bend. FCP X fixes that problem automatically.
It’s true, when Apple released the Final Cut Pro X, many were upset about the loss of “professional” functionality as compared to previous versions. However, with features like auto-audio sync, color-matching, and shot-stabilization,you won’t find many DSLR videographers complaining since it seems Apple designed the new program with them in mind.
Whether you plan to hire a company to create your online videos or do it yourself, a quality video can definitely add value to your marketing campaign and boost awareness of your brand. And if you’re looking for the most cost-effective, yet professional quality results, a DSLR camera and associated equipment is your best option.
About the author
For the past 15 years, Jeff has worked as a storyteller in a variety of different media with a wide range of clients and audiences. Currently, he is a Videographer, Video Editor, Multimedia Production, Photographer, Small Business Marketing at Storyboard Films in Minnesota.