8 best-kept secrets for a great video

Videos offer enormous potential for companies trying to reach a large audience: they allow you to tell your story, convey a message or promote brands in an extremely effective way. But to make a successful video, it is essential to know the rules, the grammar, and some production secrets that we reveal here…

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‍Tip #1 Decide what you want to say

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Before producing a video, it is crucial to determine what you want to convey and to whom. Are you trying to present your company, sell a product or explain a service? Who is the target audience? The answers to these questions determine the content of the video, its format, the distribution platforms, but also the communication codes and the language used. You won't find a millennial on the same platforms as a senior citizen, and you won't address him or her in the same way. To get started, a communication brief is absolutely essential!

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Tip #2 - It all starts with a great story

Invest time in writing down a compelling script. If the audience is captivated by your story, you are in a good shape to get your message across. The script is therefore the essence of the video. It must be clear, concise and engaging. The basic rules of good storytelling are to begin and end with a bang, let the middle develop naturally without forcing it or making too many repetitions.

For social media, we recommend to start your video with 3 to 10 seconds of teasing material: cool music, beautiful images, strong action will entice your viewers, keeping them hooked for more! You can then take them to the heart of your topic, drive them towards the climax of your show, and finally deliver a heartfelt conclusion that includes a “take-home” message…

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‍Tip #3: Let  it shine!

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In photography, as in cinema, everything is a question of light. Whether it is natural or artificial, mastering light allows you to create an atmosphere, highlight the subject and isolate the significant elements of the setting.

For good interviews, we always recommend the use of a three-point lighting kit: 1. a key light to illuminate the interviewer and highlight his or her face and expressions 2. a  second source ("fill light") that will soften the shadows. And finally 3. a "counter" light that will detach your character from the background and give a glow to his/her hair or highlight the silhouette.

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Tip#4: Never neglect the audio

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Although more discreet than the image, the audio is just as important to the success of your corporate video. The quality of the sound is one of the main criteria for judging the quality of a video. On the other hand, an interview recorded with the wrong tools, such as the smartphone microphone in the wind, will give the unconscious impression of an amateur job and a negative feeling, even if your image is absolutely perfect !

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Tip #5 : Frame carefully

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Like any language, video has its own grammar. Knowing the basic rules, allow you to construct your story, just as you would construct and string together sentences. 

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The rules of thirds and 180 degrees, for example, are two of the key principles of the composition of a frame and a sequence. The rule of thirds divides the image into nine equal parts, allowing points of interest to be placed on lines or intersections, rather than in the center to create a balanced composition and perspective. 

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The 180-degree rule defines an imaginary axis to maintain spatial coherence by avoiding switching from one side to the other.

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Once you have mastered these rules, be creative and play around! Knowing the grammar of the image does not mean that you have to follow every precept blindly. After all, rules are meant to be broken!

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Tip #6 : Shoot  complete, editable sequences

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A film tries to make people forget that it is only a collection of shots, to help the viewer enter into a story. The video editing is generally intended to be invisible! From the opening to the closing shot, each shot must therefore be thought out to move the action forward, but also to avoid editing glitches th"take the viewer out" of the film. 

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In the creation of a film, there are three distinct "writings": the first occurs before shooting begins and is completed on paper in the form of a script; the second takes place during shooting with cameras, lights, and actors/actresses performing their roles; and third is done after filming ends. During the editing phase, the project is reviewed and adjusted, taking into account unforeseen circumstances. For example, bad weather during the shooting. But also to highlight the lucky or exceptional moments of the actors and crew.

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Tip # 7 Edit for a particular audience

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The rhythm must be adapted to the broadcasting platform. It is important to avoid repetition of shots and to move the story forward naturally. For example, for a video intended to be shown on Instagram or TikTok, a faster editing pace will help conform to the viewing habits of more impatient users. 

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Videos intended for YouTube or Vimeo, on the other hand, can be accommodated with a slower pace and longer duration, promoting immersion in the story being told. By adjusting the editing pace to suit the platform, it is possible to maximize the impact of the video on its target audience.

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Tip #8 Choose quality music... legally

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 It is recommended to use royalty-free music that is adapted to the target audience. There are several online music catalogs offering royalty-free and copyright-free music, here are some examples: AudioJungle, Youtube audio library, Free Music Archive, Jamendo, Incompetech or Envato Element. 

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It is important to check the licensing terms and usage restrictions for each music catalog before using them in a commercial project. 

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And finally…

Clip my Biz has a network of experienced professionals, from our project coordinators who help you develop your script, to our talented directors and editors who bring your wildest dreams to life.

We are happy to share with you our years of accumulated experience, our past trials and errors, but also our ever-present enthusiasm to help you create unforgettable videos!

Please visit our website, and contact us for a personalized quote.

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