Don Tracy has been creating visual content and solving visual communication problems for the advertising, corporate, and editorial markets for over 35 years. In both photography and video production, he gets to the heart of his client’s communications needs and hands back finished content that tells their story and gets results.
Perhaps you’ve been producing videos for a while for your business and uploading them to platforms such as YouTube, Facebook, and Instagram. Have you wanted to broadcast those videos live?
Video live streaming is about broadcasting your videos live and in real time.
The production process is similar to producing a video for uploading, but requires some extra considerations in your production planning.
The Equipment You’ll Need
The equipment you’ll need for video live streaming can be as simple as using a smartphone. Along with that you’ll need an internet connection and an account to a streaming service.
Of course you’ll need to use multiple cameras and professional mics for higher quality video live streaming.
Usually, some social media content is better then no social media content. Therefore, don’t let a lack of professional equipment, or the budget to hire a professional live streaming company, stop you from starting to live stream.
Always Test Your Setup Before the Event
You can produce video live streaming using equipment ranging from a smartphone to an elaborate multi-camera production. In every case, your audience will view the video stream live. Of course, that means that any glitches or mistakes will happen in real time.
Therefore, it’s essential to test out your equipment and workflow before you live stream your event.
For example if you’re setting up live streaming video production for Philadelphia events, try a test live stream at the event venue before the day of the actual event. Make sure the equipment is working properly, and that it connects with the encoder that will create the streaming format. Use the test to work out any problems with lighting and sound.
Obviously, it’s best to deal with any glitches and solve any problems before your live event.
Get a Video Switcher
If you want to live stream video will multiple cameras you’ll need a video switcher. The video switcher will allow you to switch between cameras. This creates a much more entertaining and engaging live stream.
Some video switchers have transition effects built in, as well as the ability to switch to graphics, lower third titles, and video content from a hard drive. With the right video switcher you can even live stream green screen effects. Think of the weather reporter standing in front of a weather map. That’s done using a green screen effect. The reporter is actually standing in front of a green background, and the weather map is then laid in behind the reporter using a special effect.
At LumaVox, we use Blackmagic Design video switchers with the ability to switch between cameras with transitions, switch to graphics as well as lower thirds, and with the ability to live stream using green screen effects.
Invest in a Hardware Encoder
You’ll compress and format your live stream video content in order to broadcast it on the internet. While you can do this with software in your laptop, it is best to have a dedicated hardware encoder. These hardware encoders have processing chips and software dedicated to compressing and formatting your video files. This will cut down or eliminate a number of problems. For example, a hardware encoder will help reduce the major problem of latency.
What is latency? Think of your video footage as water filling a jug. At the bottom of the jug is a spigot letting the water out. That water being let out is like your compressed video footage being broadcast on the internet. Compressing and formatting your video content with software on your smartphone or laptop is like having a very small spigot at the bottom of the jug. Therefore, your content stream will back up causing a time delay, or latency.
On the other hand, having a hardware encoder is like having a very large spigot that empties the the video content as quickly as the jug is filled. So the live stream broadcasts in near real time.
You’ll be broadcasting a live show, and things can go wrong during a live show. Therefore, you need to have a contingency plan.
Even if you’ve tested your live streaming video production for Philadelphia events for example, it’s best to have backup content to stream should your equipment fail during the broadcast. This could be as simple as a graphic with pertinent text on it either describing the event, or alerting your audience that the live stream will return shortly. Audiences want to know what’s going on, and a simple graphic can give them that information should something go wrong during your live stream.
Determine Your Stream’s Encoding and Distribution
You can broadcast video live streams with several encoding formats and stream the video to numerous distribution platforms. Each platform will have its own requirements for the encoded format.
Finally, you’ll need internet access to live stream your video content. For live streams using your smartphone, you can simply use your smartphone data account or wifi connection.
However, for higher quality live stream video productions we highly recommend that you have a hard wired internet connection. There can be a lot of glitches and problems with wifi connections and phone data connections. Therefore, it’s best to have a hard wired internet connection at your event location. Use a wifi connection or phone data connection as a backup.
Get Started Live Streaming Video
Live streaming video content is a very effective way to engage your business audience. If you have a smartphone and a Facebook account, you can start today.
To effectively tell your stories, you’ll need to work toward mastering all of the the tools of video production and editing.
Since you’ll probably film more content then you’ll later use in the final video, it’s important to think about editing along with planning the video shoot.
Editing is the final stage of your video production. It takes all of that raw footage and brings it together in a cohesive and coherent final message.
Pre-Produce the Video and Write the Script
The editing process really begins in pre-production and in writing the script.
First, pre-production will establish your vision for the final video. It will hone in on the possibilities available for shooting the video. For example, things such as budget, location, crew, and talent. Therefore, knowing what the opportunities and limitations are in shooting your video will help to craft the story you’ll tell.
Obviously, filming the video is usually the fun part.
Even so, of all of the skills needed for video production and editing, the skills needed to film the video is perhaps the most critical. You’ll have to get all the shots, notwithstanding the time and constraints that your production allows for getting those shots.
Import and Organize the Media
At LumaVox, we use Adobe Premiere for our video editing. The specific steps of your process may vary a bit if you’re using a different editing app, but the basic process is the same.
Next, I recommend that you edit the dialog tracks. These will be the tracks of your voice overs, interviews and talent dialog. People will use different nomenclature for these tracks, but here at LumaVox we call any track that is of people talking a dialog track.
Editing the dialog tracks first will do two things.
First it will help establish the arc of your story. Of course this will be different if your video relies mostly on b-roll clips and less on dialog, but small business marketing videos usually have dialog tracks to help tell the story.
Be sure to capture enough b-roll in your video shoot to cover all possibilities in your final edit. Again, this is a good reason to start the process of video production and editing with pre-production and script writing.
Edit Motion and Color Correct
The next step is to edit motion and color correct.
The motion effect in Adobe Premiere is used to effect position, scale, and rotation of a clip. You can use the motion effect to do optical pans and zooms, as well as set the framing of your shots.
The color correction tools in Adobe Premiere will effect the exposure.
Transitions come next. I recommend that you leave these for the end of your edit. That way, if you need to switch out clips or need to change the length or motion on a clip, you won’t have to readjust the transition.
Export the Video
Finally, export your video.
If you’re using Premiere Pro, you’ll export using Adobe Media Encoder. It’s a robust program in itself, so if you haven’t used it you’ll want to get up to speed with a tutorial. Where you’ll publish your video is the primary decision you’ll make in adjusting the settings in Media Encoder. Each platform has an optimum setting for export. So it will be slightly different for Facebook, YouTube, Vimeo, or for hosting on your own web site.
Planning Video Production and Editing Results in High Quality Video
As with many creative tasks, editing video at first can seem daunting.
However if you break down the process into manageable chunks, in time you’ll find that the process will easily flow along. It’s a matter of gaining experience with the process, and then relying on the process to work through and complete your video project.
Planning a video production is similar to planning any type of construction. With this in mind, you need a plan and then you need to execute that plan step by step. Most marketing videos have a script, or at least an outline of the points that the video will cover. Whether the script is fully written out, or is bullet point form, it is the first step in constructing your video. As a result, if this process is new to you, the first thing then is to learn how to write a video marketing script.
Make Your Video Be About One Thing
If you have a lot to communicate to your clients and leads in your video, it’s better to break the subjects out into several videos instead of having them all be in one. Don’t make your marketing video too long.
This will help your video in several ways. It will help engage of the viewer. For example, they might have interest in only one of your points.
Particularly, it will help with the search engine optimization of your video. Therefore, the SEO of your video should concentrate on a keyword or keyword phrase. Obviously that helps search engines know what the video is about and will help the video rank higher.
Know Your Audience
Know your audience. It’s key to learning how to write a video marketing script. The video should speak to your audience’s concerns and problems. You should write the script in such a way that the audience thinks you’re talking directly to them in the video. As a result, your audience will tend to stay more engaged with your video.
Write As If You’re Having a Conversation
The best scripts for marketing videos speak directly to the viewer and in a style that is personal. Therefore, it’s like having a one on one conversation with your viewer. Make the viewer feel as if you’re talking only to them.
The site Printwand has practical advice on how to write your script with a conversational style.
The tips include:
Use common words
Write with an active voice
Write like you’re telling a story to a friend
Write for the Stage of the Buyer’s Journey
Each of your leads is at some stage in a classic buyer’s journey.
The stages are:
First in the awareness stage, your lead is just learning about the nature of a problem they have. Second at the consideration stage, they’re learning about the various solutions to their problem. Finally in the decision stage, they’re trying to decide who or what to use to solve their problem.
Being aware of the buyer’s journey will help your video be more relevant to your viewer. For this reason, try to write your video script so that it speaks to one of these three stages of the buyer’s journey.
End with a Call to Action
Finally, end your script with a clear call to action. What is it that you want your viewer to do? What is the next step that you want them to take?
The call to action is not necessarily about converting a viewer into a customer. If a viewer is at the awareness stage, they will be more interested in learning about solutions to their problem than they will be in using your company as the service provider. Therefore, it’s more appropriate to have a call to action that offers them more information about the various solutions to their problem.
If they’re at the consideration stage of the buyer’s journey, a good call to action could offer the viewer more information about the services your company can provide.
It’s only at the decision stage that you ought to have a call to action that would directly convert them from a lead into a customer.
Last Thoughts on How to Write a Video Marketing Script
Before you pull out your video camera or smartphone to film your video, take out a pen and paper. Jot down a bullet point draft of what you want to say in your video. It’s the first step in how to write a video marketing script. If you follow the points in this post, you’ll have an easier time with filming your video and will end up with a more successful marketing video.