In today’s social media landscape, video is everything. If you don’t believe me, consider the stats that support my statement. According to this article by Sprout Social, “users will retain 95% of a message watched on video as opposed to only 10% read in text.” Video’s effectiveness in engaging an audience has prompted a whole new group of people, who have never before been on camera or edited videos, to quickly churn out clips for social media. Their videos often have weird pauses, canted angles, and captions fraught with typos.
Sound like you? I promise, no judgment here! I, too, have fallen victim to the downward side glance when trying to read my scripted TikTok tidbit.
As a video editor, I have picked up on some common filming mistakes that cannot be fixed in the editing room. Knowledge is power to avoid them, so here are some filming tips and tricks to ensure whoever is editing your video content can produce the best final product possible for your social media posts.
1. Consider Where Captions and Graphics Will Go
When framing your video, it’s always a good idea to plan for what you want the video to look like in your post.
- Will you put captions on it?
- Which platform(s) will you post it on?
- Do you need to film vertically or horizontally?
- Are there any other text or graphics you want on the video? Where will they go?
All of the above are crucial for determining where you want to frame your face on the screen. In most cases, you’ll want your face to be in the upper half of the screen—not too high or too low. That way, your captions can go under your face but won’t be so low that they get cut off by TikTok and Instagram’s profile and caption areas.
Pro Tip: Captions can add punch and allure to your videos. Also, they make your content more accessible to people with hearing issues and those watching without their sound turned on. If you aren’t already using captions, I highly recommend including them going forward!
2. Avoid Looking Off-Screen
I know it’s tempting, especially if you feel uneasy on camera, to read from a script so that you include everything you want to say in your video. While a script or other aids can be helpful, be mindful about not speaking until you’re looking at the camera, not the script. Video editors cannot fix where you’re directing your eyes, and they can more easily make seamless cuts and transitions if your eyes are looking at the camera. Moreover, if you visibly read off a script, your audience might perceive you as ingenuine and unprofessional.
Pro Tip: Don’t be afraid to film as many takes as you need! Carve out some intentional time for filming so that you can refilm as much as necessary to get the best take.
3. Always Double-Check Your Files
Current video technology is highly advanced but not immune to glitches and road bumps. It’s crucial for every hand and set of eyes your videos pass through at every stage of the process (from the saved recording to the editing software to the social media platform, etc.) to watch the entire video from start to finish to make sure everything has been uploaded correctly. Having everyone review the video in its entirety also helps ensure it comes out looking as intended.
Pro Tip: Schedule your video projects in advance, providing enough time to film, edit, and intentionally check for errors and glitches so you don’t feel rushed before posting them.
The Final Cut: Save Time and Make Your Video Content Shine
These simple but essential filming practices will help ensure your video content looks professional while saving your video editor valuable time and frustration. (Trust me, they’ll appreciate that!) The more thoughtfully you approach filming your videos, the more powerful and engaging your content will be.
Your turn: What helpful video production tips and tricks can you share to help your fellow marketers and business owners?
