Consider the elaborate marketing video – the one that pulls out all the stops. Music, lights, dancing, song, etc. Done right, this snappy, mega-production can electrify viewers and kick engagement levels way, way up.
Many, if not most, brands, however, lack the budget, patience, and desire to carry out such a fancy dance. For them, commercial output is limited to the basic brand video with on-camera host. Nothing wrong with that, except –
There’s a boredom risk lurking in the shadows. Host-talk, even if the speaker packs star-power, can become static in the blink of an eye. Often, within nanoseconds, that big, round, talking head will morph into a droning prop – something to be shunned and shunted aside instantaneously. Not exactly an engagement-booster.
Now for the sunny side – there’s a solution waiting in the wings. A handy bag of tricks that requires simple dexterity and reasonable creativity rather than bulging budgets. That solution is the camera cameo. The video camera, for all intents and purposes, becomes an add-on, special appearance performer. And doesn’t even bill you. Here’s what’s needed for the transformation:
A new emphasis on movement. Brand marketers can and should utilize the basic camera moves to energize static scenes. The available moves are simple, direct, and easily performed. They are –
The Pan – Horizontal movement in either direction. The truly daring can utilize the swish-pan – basically a whipsaw horizontal movement that creates a blurring effect. Tip for this one – don’t overdo.
The Tilt – What the pan does in a horizontal direction, the tilt does in the vertical. Move camera up or down as desired – smoothly, of course.
Positioning – Why plant the camera the same distance from the host when you can vary the space between lens and subject? New vitality is added by changing camera orientation at suitable moments. Closer, further back, sideways, and if so inclined, from above.
The Double Dose – If one camera is good, two must be better, right? Well, that all depends. But two cameras strategically placed can open all kinds of creative possibilities.
When considering the above, brand marketers should bear this in mind: Combine creativity with common sense. Camera moves should occur for a reason – say, to emphasize a point or underscore a feeling. The cameo camera is a complement not a distraction.
If you have questions or comments about video marketing, or about any other brand-related topic, feel free to send them our way.
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