Lights, Camera, Action!

June 2022 |

How to create successful, affordable videos for your website and social media.

If a picture says 1,000 words … a video says 10,000. Experts agree that video is the best way to engage customers online. A recent small-business survey conducted by Ascend2, a technology marketing firm, found that 44 percent of respondents said that videos generate leads with a high conversion rate.

YouTube is the second-largest search engine in the world, despite the fact that it isn’t a search engine at all, says Ben Eytalis, a producer/director at LunarVue Media Services, a video production house. If someone wants basic information, such as how to safely clip their dog’s nails, they can query the YouTube search bar and get a demonstration within seconds.

Videos can generate buzz for businesses, both to bring in new customers and keep current customers engaged. Follow these tips for affordable video success:

1. Practice. Write an outline of what you want to cover before you hit record. Eventually you want multipurpose high-quality video (for your website, social media, to play in your waiting area), but Facebook Live and Instagram Stories are viable ways to test content and response.

2. Set the space. You want good lighting and no background sounds. That means no barking dogs or ringing phones. If you are going to record in your hospital, do it on a day off, not when people are rushing down the hallway.

3. Allot time. You might shoot for two to three hours, Eytalis says, to get a few minutes of usable video. It’s better to overshoot than undershoot, as you’ll have extra footage for later.

4. Write captions. An estimated 85 percent of Facebook videos are watched without sound. That means it is important to write a short, compelling caption to entice people to watch and click.

5. Remember your brand. Incorporate your brand’s mission into your video. Is underscoring your medical expertise important? If so, dress everyone who appears on-screen in scrubs. Recently gone through a name change? Maybe your name and logo need to be on the uniforms.

Gear Best Bets

Sound: An external lavalier microphone that plugs into your phone can make a big difference in sound quality.

Lighting: Even an inexpensive shop light can eliminate shadows from the faces of subjects.

Digital editing software: Splice can be used for iPhone and smartphones. Other options include Adobe Premiere and Apple iMovie.

Accessories: A phone or camera tripod is essential for a steady image.