It’s no shock to marketers and business owners that video engages audiences and drives them to act. Jerry Celik is Talk’s Digital Designer and video extraordinaire – read his tips below on how exactly to execute a killer marketing video.

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I’ve always edited our client videos as a form of storytelling, and most storytelling is a beginning, middle and end or as an introduction, conflict/problem, and conclusion. I see client videos very much the same but as a need, a product/service and finally a resolution. 

Take for example a hotel group, they offer accommodation, function rooms, meeting places and entertainment venues. I could begin by introducing the target audience or demographic, in this case let’s say they are a businessperson travelling for work. I would assume they wanted a quick and easy check in, business amenities such as free Wi-Fi in their room (and throughout the hotel), quiet seated areas in the hotel for either group or individual needs, and refreshments close by.

By placing clips of each of these amenities and promotions available at the hotel, I can imply that our guest:

  1. Arriving at the hotel (exterior day shot of the hotel, checking in, meeting people, arriving to the business conference)
  2. Making full use of the hotel amenities (using laptop, having an impromptu business meeting, attending a conference in the hotel function rooms, enjoying a refreshment)
  3. Ending satisfied and happy with their choice of accommodation (smiling with a colleague, closing the door to the hotel room after a long day, zooming out of the evening exterior shot of the hotel)

If you have a good video team you can get most of these shots, but if you feel the assets you have on hand aren’t specific to what you’re aiming for you can always use still images to create the feel or idea you’re trying to capture. Even a vague shot of a hotel feature can indirectly imply that the hotel has this feature, our target audience only want what’s promised. I like to peruse through a few free stock image websites before I exhaust my options and fall for a paid site. Here are a few I regularly visit:

https://unsplash.com/

https://www.pexels.com/

https://pixabay.com/

Storytelling can be fully utilized with a good score to back it up. To create emotions and really push the video further, use music that works with and not against your content. In this area, it really does depend on what you’re trying to achieve. For example, if I was working on a video for a communications company that worked with businesses to provide internet services, I would look for music that used mostly computer synths with a high tempo that would correlate with the industry the company is involved with: Technology. 

Unfortunately, there aren’t many good free stock music websites, and for good reason, creating music isn’t an easy task especially creating a mood you’re trying to sell. I only use one website and its: https://artlist.io/. You can potentially pinpoint the exact type of music you want but describing in categories what your video is about, which makes this website very useful.

Music can also help inspire your editing, even if you don’t decide to use a piece of music, you can always use it as reference to what kind of mood you’d like your video to reflect.

Other tips for videos:

 

Subtitles

As we start to consume content faster, we also want to consume it in our own way. Sometimes watching videos with the sound on isn’t an option so in some cases subtitles are available. Having subtitles on your videos is a great boon to your views including the time spent watching the video. However, creating subtitles used to be a very monotonous task so it usually took a while to transcribe the audio and so many videos went without. Lately there are many apps, software and even websites that have amazing speech to text features that make it super easy to add subtitles to your videos. Social media apps such as Instagram and TikTok have their own subtitle features but if you’re looking to add them through your video editing software you can use some of these sites:

https://otter.ai/

https://speechnotes.co/

Notable mention: Adobe Premiere Pro, has a built-in speech to text feature that is ridiculously good and very easy to use. It even gives you the option to customise your subtitles from font type, weight, position etc. I use this one every time I need subtitles and it hasn’t failed me yet!

Transitions

If you’re looking for a way to add a little flair to your videos, a flashy transition can get your video across the line to help keep your audience engaged. Of course, you’ll need to keep in mind that not all transitions can be a good fit for your video so try a few different options and see which transition’s flow well with the video you’re creating. My personal favourite is the ‘whip’ transition, this transition pushes one scene into another using a cool motion blur.

Notable mention: the ‘wipe’ transition is commonly used in the movie franchise Star Wars, This was a signature choice by its creator George Lucas during the movies 4 – 6 and now if you watch carefully to any of the movies or tv shows since then, they all use this transition effect. Almost as a legacy choice to the original movies.