Every time you shoot something (or you take photos) remember to apply the “Rule of thirds”.
Imagine that two horizontal and two vertical lines divide your frame into nine equal sections like this:
Few things will ruin a marketing video more rapidly than a too much clear or a too much dark scene.
It is possible to correct both brightness and contrast of the scene during the post-production stage to a certain extent (we will discuss about this later on), but it is better to adjust the photo the same day of the shooting rather than to confide in a “later adjustment”.
When we talk about video lighting, different types of light have different colour temperatures.
These temperatures are measured in Kelvin degrees (° K):
Now we know that different sources of light have different temperatures; we must take these temperature ranges into consideration by manually setting the white balancing of the camera - a process which indicates the camera what is the “true white”.
Unless you are not shooting a Broadway musical, avoid tu put your subject under beams of direct lightings.
Intensive sources of primary lights might decrease both brightness and contrast of your images and produce unflattering reflexes on the subject. There are many techniques of different lightings, each of them can be used to get a specific effect.
If your are lucky enough to have a professional lighting system, don’t just shine a light on the subject - be sure that the scene is lighted uniformly and use a spotlight and / or a diffuser to minimize an intense lighting or possible shades.
Before starting to shoot, check the acoustic of the place where you are operating. Is there an echo?
If yes, then try to move and shoot somewhere else. You can correct many audio problems during the post-production stage however even a faint echoing might turn into a nightmare.
You don’t have to soundproof a meeting room in your office, just be sure that you have the acoustic of your place in mind when you look for possible places to shoot.
This could avoid lots of problems later on.
On the shooting day be sure that you take several shots. This will provide you with a “safety net” in case you notice that something went wrong in one of the takes and will allow you to change the final sequence using different clips of the same sequence instead of basing yourself on one single clip.
Even if the first ciak goes perfectly, it is always better to take another one, just in case.
After having imported all the necessary clips into your editing program, it is now time to cut the video.
The higher it is the attention that you draw on transitions, the more likely you are to arouse in your public the sensation of being in front of an amateur video.
If you really have to, just use simple cross-fades to transit from a scene to the next.
Let your content do the narration, not your editing software.
Be sure that the music fits to your project.
Be very careful about the license requirements of the music you want to use.
Unless you are using music without author rights or that you wrote, most of the music is subject to rigorous copyright restrictions which could lead to severe legal complaints if you don’t respect the norms.
There are many powerful editing softwares available which allow you get the best results from your videos, however they are not magical.
Do not assume that whatever problem you might have with your video, it will be solved during the post-production stage. Sometimes it might happen that you will not be able to correct the brightness or the contrast of a scene to the necessary extent; or you might not be able to isolate the voice of a single person in a room crowded with hundreds of persons.
O course you can have enough time and skills but the post-production stage should be seen as a phase during which you add brightness and refinement to your video, not as an opportunity to turn back and correct mistakes that could have been easily avoided during a proper planning of the shooting.