You’ve made the decision to transition from photographing jewels into the world of filmmaking. Learn how to make a fantastic video from beginning to end by reading our in-depth essay on the topic!
We hope you like this second installment of our series on utilizing video for marketing jewelry. Part 1 of this series featured an interview with two of the winners of the Halstead Grant: Christina Grace of TIN HAUS and Emma Hoekstra of Emma Elizabeth Jewellery.
The purpose of the interview was to learn why video content is so important for your marketing strategy. In Part 3 of this series, we will provide you with some creative marketing video ideas that can help you get started on creating videos for your business.
But if you’ve never created a marketing film for jewelry before, where do you even start?Or perhaps you have a good deal of experience under your belt already but are looking to add to your skill set.
Do not be concerned; in this article, we will discuss, from the most basic to the most advanced techniques, how to create wonderful content for videos.
We have outlined the procedures that you will need to do in order to get started creating your own films for your jewelry business. In the following paragraphs, we will discuss several strategies, procedures, and other options that will make the entire process simpler for you to deal with.
- Taking Shots for the Video
I really can’t emphasize the importance of planning a shoot out enough, unless it’s going to be one of those spur of the moment “here’s what I’m doing” or “here’s what’s going on” films.
When you have a clear idea of what you want the final product to look like, not only will the time it takes to film, create, and edit the video be cut down, but you will also have less need for further takes.
There are several possible approaches to take here. We find that it is easiest to begin by considering what we have planned for the upcoming week or month and determining whether or not there is anything that may be the subject of an interesting video.
The following step is to determine which platform would be most suitable for publication based on the subject matter. Not only does this assist establish the duration and style of the video, but it also helps define the format (the video should be shot horizontally for YouTube and Facebook, while it should be square or vertical for Instagram) (horizontal shooting for Youtube and Facebook, square or vertical for Instagram.)
Tutorials and how-to videos are typically longer, making them better suited for YouTube. On the other hand, Instagram is a better platform for theme films and Halstead culture videos, which are typically shorter and more impromptu. Examples of these are our office dogs and birthday lunches.
If you are just getting started with making videos, knowing what it is that you want to accomplish in the future will help reduce the anxiety that is associated with beginning to work with a new medium.
Therefore, rather than simply claiming that you will begin creating videos for marketing purposes, be more specific. For example, you could say something like, “I’m going to film a behind-the-scenes look of my studio video to publish on Instagram” or “I want to explain what goes into making my most popular pair of earrings.”
When you have decided what you want to accomplish, you can either jump right in or watch videos of other people doing similar things to get some ideas.
Preparation is of the utmost importance, especially for more involved assignments. When it comes time for us to shoot these kinds of movies, we’ll even plan out what shots we want to take beforehand so that we don’t end up having to do retakes or having photos that we already took go to waste.
Our cover video that was uploaded on YouTube is a good illustration of this practice. We were aware that we would need some b-roll photographs for other purposes, but we didn’t want to skimp on the amount of information that we provided.
One month before the shoot, we planned out the concepts that we wanted to convey, the kind of photographs that we need, and we even carried out a few test shots in advance to determine which approaches were successful and which were not.
You need to decide the subject matter of your video before you even begin recording it, even if you’re excited to get started.
Even for quick videos shot on the spur of the moment, it is crucial to have a clear vision of what you want the finished product to look like. This way, you won’t find yourself wishing you had thought to record something that has already taken place.
You may have recently captured on film your studio cats playing and chasing each other around the room; this is a very adorable scene. You may compile a collection of all the recordings of them pursuing one another and then submit that collection as an alternative to uploading the snapshot right away.
Because compilation films are such a hit on social media, not only will you be able to continue showing off your adorable furry companions, but your audience will also be treated to a film that is more interesting to watch as a result.
Videos that convey a message to your audience of any kind are the kinds of videos that will require you to give serious consideration to what you want to say.
Who exactly is it that you have in mind to read this? Which phrases best convey what you’re trying to say? Which visuals will be most effective in bolstering that message?
Before you start your next shoot, here are some questions for you to consider and answer:
- What kind of video do you want to try your hand at filming?
- What exactly is the underlying message of the video?
- Is the video just for fun, or does it have some sort of point to make? In the event that there is a message, what is it that you are seeking to say, and to whom do you wish to convey it?
- On which medium do you think that subject would be most successful?
Try coming up with two different ideas for videos that are short format and answer the questions that were just asked as a fast exercise. One is oriented at a person who is buying their mother a gift for Mother’s Day, while the other is directed toward a young business professional who is just beginning their career in the area.
You can already see how the messaging and pictures would be different if they were changed. Now, let’s make things a little bit more enjoyable shall we?
You want to sell your jewellery line to both of these demographics of customers. In what ways might the message be altered? How would this change your cast and crew list?
It’s possible that you can only use one photo set for either of the films you’re making. How would you go about filming the video such that viewers of both types might like what they see? In order to make the same visuals more appealing to different audiences, what extra changes can you make? (Here’s a hint: you could find that music makes all the difference.)
When you produce more videos, you will need to spend less time conceptualizing since it will take you less time overall. However, regardless of the circumstances, it is imperative that careful consideration and planning be given to the inclusion of a message in every movie.
You are aware of the subject matter that you will be shooting; the question now is, “How are you going to genuinely acquire the shots?”Let’s imagine that in order to commemorate the five-year anniversary of the opening of your studio, you will be throwing a party.
You are aware that you will want to record some video to share on social media, but you are also aware that the lighting is not the best even during the daytime, and the party will take place during the nighttime. What will you do?
Would you be willing to enliven the room by bringing in some of the photography lights you use? It’s possible that you have spare lamps at your house, but ask yourself if you’d feel comfortable using them in your studio.
Would it be possible for you to string up some additional Christmas lights above the party so that everything has a nice even glow?
Another possible outcome is as follows: You enjoy posting videos of your work in progress on social media, but the lighting is never quite right no matter how you position yourself or your lamp.
Do you ever think about moving the studio such that the bench you use is closer to a window? Do you buy some studio lights and have them permanently installed next to the bench, where they can be activated with the flip of a switch whenever you need them for your film work?
As you can see, even images that appear to have been taken on the spur of the moment may have required some forethought in order to look their best.
The more movies you make, the better you’ll get at anticipating potential problems and recognizing them before they happen.
After you have provided responses to the questions found in the section before this one, the next stage will need you to answer the following:
- Will your video require any special props or set-ups to be filmed?
- What kind of gear do you anticipate needing? Is your phone powerful enough, and is the lighting in your studio good enough, or do you need more complex equipment?
- Is this something you can take care of on your own, or will you need some assistance?
- If you are filming something that might be considered a process video and you enjoy performing production work, would you intend to produce just one instead of splitting the shoot up to cover the production batch process or would you create just one for the shot?
- Where do you plan to take the pictures? What exactly will the configuration look like?
And one more question: is there anything that you specifically do not desire to display? If you do not want anything to be captured on camera, you will need to either adjust the camera angles or make sure to delete everything before the shoot. For some people, this may be their way of creation, or it may be a supplier.
Now, let’s try another one of these exercises: Because the 360-degree photographs you post on social media are so well received, you are considering adding video to your website in order to enhance the user experience of browsing your products.
Your objective is to achieve a lighting and composition in the video that is identical to that of the product photography that is currently being used, and you have future plans to shoot both the photography and the video in the same session.
How would you need to modify your current photography setup so that it not only readily incorporates videography but also enables you to take 360-degree photographs of your products? Will you have to make an investment in new machinery, or can you make do with what you already own with some modifications?
The next step is filming your video.
Yay! After a ton of pondering over ideas and making preparations, you finally begin recording your video.
Almost. If you are just experimenting with a new shot or style, or if you are just starting out with videography, it is a good idea to get some test shots ahead of time so that you can analyze them.
Take a hard look at the video and tell me whether or not the subject can be seen well. Do your hands get in the way while you’re trying to take a shot? Is there adequate light on the subject? Is there something in the background that’s too distracting for you to focus on?
When you start to detect problems with the video, you absolutely do not want to be in the middle of the editing process.
In addition to this, it’s possible that the photograph that you imagined to be so wonderful just doesn’t work in reality for some reason. In order for the shot to be successful, you will need to return to the planning phase and rethink it from the ground up.
In the same way as with photography, you should ensure that the device you will be shooting from is prepared for capturing in one of the highest quality formats that is available. Because of this, you will have the ability to use the photographs in a variety of different mediums.
Maintain the Status Quo, Idiot!
How can one quickly tell the difference between a video that was made by a professional and one that was made by an amateur? The degree to which the footage is steady or smooth.
Your biggest challenge, once the lighting and setup have been completed, will be figuring out how to make your film look as fluid as butter.
The solution is straightforward for still photographs in which there is no evidence of camera movement: Use a tripod.
Even with a tripod, fiddling with the camera can result in shaky film; thus, you should be cautious to start the action a few of seconds after recording has begun so that you can edit the wobble out of the footage afterwards.
Alternatively, you may invest in a remote shutter release so that you won’t have to worry about camera wobbling and so that you can control when the camera starts and stops without having to get up from your work bench each time.
This will save you from having to repeatedly get up and move about. Just check to see if the recording function on your camera is actually active; you don’t want to get to the conclusion of the process only to discover that the camera was already recording when you began the process, but you cut the recording short when it should have continued to roll.
You may have reached a point in your video production when you no longer want to use stationary views and instead want to incorporate camera movement. This is a fantastic option since it provides the viewers with a higher level of visual interest.
How is it possible to use a moving camera while yet capturing stunningly stable and clear footage? There are a few different ways to stabilize a camera, but regardless of which method you use, you’ll still need to apply some more stabilization via the editing process, so make sure you’re ready for that before you start.
If your shoot venue only has a little amount of floor space and all you need is a pan or zoom in shot, a simple and low-cost approach to achieve this effect is to set up your camera tripod on top of an object that has wheels.
Make sure your tripod and camera is secure – you definitely don’t want to wind up with a broken camera attempting to shoot an image. Also, make sure that the wheeled object is sturdy and provides a smooth ride.
Having a little wheel on a surface that is tiled may not only cause jarring motions in the picture, but it may also cause the wheel to hold on to the tile. Larger wheels will result in a smoother ride, but it’s possible that they won’t be suitable for your region.
These gadgets are among of my favorites, but they can be pricey to purchase. Check to see if the purchase would be beneficial to you; you should only get one if you are certain that you will use it frequently for capturing video.
A smartphone one is an amazing option, and quality ones can be purchased for around one hundred dollars, but the price of a DSLR one may reach into the few hundreds.
Unless you are highly committed to making your own movies, I would suggest going to a professional to obtain these kinds of photographs instead than trying to do it yourself.
These devices are amazing due to the fact that they provide a considerably wider variety of shot sorts, a greater range of motion, and moreover take up a lot less space than comparable alternatives.
Additionally, many of them come with an application that explodes the creative possibilities of your videos.
What kind of approach would you take to filming a moving hyperlapse? Not only is this type of shot rare and highly exciting for your followers, but it also needs very little effort on your part to set up and get rolling. This is a win-win situation for everyone involved.
Now is the moment to create something beautiful out of all of the film you have recorded in the past. Adjustments to the brightness, contrast, white balance, and vibrancy will need to be made, just as they would be while shooting images; but, unlike when taking photographs, your journey through editing won’t end there.
You will now be in charge of taking care of transitions, music, voice overs, lower thirds, and exporting the whole thing so that it can be used on social media.
The Nub and the Bolt of It
To get things rolling, save each of your files in its own separate folder. If you make it a habit to do this, you will be able to keep things organized right from the start, which will save you a substantial lot of time and mental work in the long run.
After everything has been put where it should be, it is time to sort through everything and decide what may be used and what should be discarded.
we have a practice of highlighting the outstanding and extremely fine footage, while keeping the rest of the film unaltered in any way.
This is done in contrast to other similar companies. We never get rid of the good and outstanding takes since there is a possibility that they may be utilised in the future in various ways.
We will not remove any of the takes, not even the ones that were attempts that were unsuccessful, until we have completed everything and the video has been uploaded.
After you have separated all of the files into categories denoting their quality into excellent and poor, and after you have selected the files that will be used, the following step is to make any necessary modifications to the essential settings.
Why would you want to make the basic alterations at this stage, before you have even started to slice it down and put it all together?
When you try to make adjustments such as brightness, contrast, white balance, and vibrancy after you have cut and put together the video segments, you may wind up applying different edits to various portions of the same clip.
This is a concern since it makes it more difficult to produce the intended result. To recap, before you begin putting together the components of the final film, you should examine the look of each of the files that will be used in it.
Putting Everything Into Perspective
There are a few things you need to think about in order to maximize your videos for your audience before you go and start editing and piecing together your recordings.
When you are trimming the clips, you should make sure that you are just presenting the most critical sections of the film
(imagine starting up the torch, no one wants to see the 5 attempts it took you to get the striker to ignite, just the one time it did work) (think starting up the torch, no one wants to see the 5 attempts it took you to get the striker to spark, just the one time it did work.) On the other side, you might desire to illustrate the soldering technique in its entirety.
Again, no one likes to wait around for five or ten minutes watching one thing happen, so in this scenario, you would speed up that phase so that what would typically take five to ten minutes now only takes ten to thirty seconds.
Be sure that the introduction of your video with a message is fascinating enough to keep the attention of your viewers. It is essential that it be of high quality right from the beginning in order to not only catch their interest but also to hold it.
After you have finished editing your video to your satisfaction, you are almost ready to upload it. If you have completed all of this on your mobile device, it should be fine to upload it straight away.
If, on the other hand, you edited the video on a computer, you need to ensure that the final product is exported in a format that is optimized for sharing on social media.
Before uploading the file anywhere, but notably to your website, you need to give it a new name first.
Because search engines are unable to search via video content, the name of the file is one of the primary factors that will not only make the video searchable but will also contribute points to the SEO value of your website.
Be as thoughtful as possible when it comes to the tags and captions you use on social media platforms, as both of these elements may now be searched.
Videos aren’t only for the people who are already following you; they may also be used to attract new followers, which means that the way you tag them can make a significant impact on how far they are seen.
You should also turn on the closed captions for your video if it has any form of spoken content at all.
Not only does this make your video accessible, but it also gives users the ability to comprehend what is taking place even without the accompaniment of audio.