The Vitalness of Video Marketing for Your Chorus

Tori Cook Mar 05, 2018

Learn more: choral marketing

video studio

Video marketing has been shown to have higher engagements, stronger SEO, and increased buyer conversions. It has become so essential in business that companies which do not do video marketing are now falling behind companies that do.

Since video can immediately tap into the human emotions, it’s a key marketing ingredient for nonprofit choruses. Use video marketing to your advantage as a mechanism for sharing your chorus’s story and brand. With a video studio and the right volunteers, you can see for yourself how effective it can be!


DIY Video Studio for Under $300

Setting up a basic production studio is easy and doesn’t need to cost you a lot of money. Check out Wistia’s blog to learn how to set up your own DIY video studio.

In order to keep costs down, I recommend using a smartphone to record instead of purchasing a camera. The following equipment will have you up-and-running with a DIY video studio for under $300:

Once you’ve received your equipment, find a dedicated area of your office to set up the studio. Encourage your marketing team to use it!


Video Editing Platforms

video editing1


After you’ve set up your DIY studio, you’ll also need video editing software. The following platforms are both affordable and easy-to-use for amateur video editors:

  • WeVideo - cloud-based; free with WeVideo’s branding; easy-to-use; affordable upgrade options available
  • iMovie - available on Macs; free; relatively easy to use; limited in abilities
  • Filmora - switch into easy mode; perfect for people with limited video editing experience


Video Hosting & Analytics Platforms

Many videos are published directly to social media channels such as Facebook, Instagram, and YouTube. However, if video marketing is a key marketing strategy for your chorus and you are producing an abundance of videos, then a video hosting and analytics platform may be essential for you. Check out these options:

Compare video hosting platforms


Video Pre-Production Tips



  1. Before shooting, determine the goal and purpose of the video.
  2. Choose a location with a drier acoustical sound. Try to avoid echos!
  3. Decide how you want the viewer to feel. Do you want them to laugh, cry, feel inspired, etc.? Then think through ways you can elicit this reaction.
  4. Write out the story for the video and a sample script.
  5. Choose the right on-camera personality that fits the video’s purpose.
  6. Meet with the on-camera personality to discuss the vision, plan, and prepare them for the shoot.


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Video Production Tips

filming 2


  1. On your smartphone, go into your camera’s setting and change “record video” settings to 4k at 30fps/60fps.
  2. Remember the rule of thirds for shooting.
  3. Get your lighting and your sound right.
  4. Minimize noise in the room. Turn off any fans or other noisy appliances.
  5. Shoot each shot a few times so you can choose which take you like best.
  6. Use a tripod so that the camera doesn’t shake or move.
  7. Shoot with smartphone/camera horizontally.
  8. Don’t let on-camera personalities read from a script. Try to get them to speak as casually as possible.
  9. Don’t change the focus, zoom, or angle mid-sentence. If you want to change angles, wait for a break in the conversation.


Video Editing Tips

video editing


  1. Trim off any clips you do not plan to use in order to scale down the workable video.
  2. Keep transitions and effects as clean and professional as possible. Try not to over-do them.
  3. Find the appropriate sound clips and music for the video that fits your video’s emotional appeal. Check out AudioMicro,, or YouTube's Audio Library.
  4. Use stock video footage as filler when needed. Check out Videezy.
  5. Keep most videos under two minutes.
  6. Customize the video to showcase your chorus’s brand and personality.



To learn more about video marketing, check out the following resources:

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Tori Cook

Tori Cook is the former Director of Sales & Marketing at Chorus Connection, an active board member of the Greater Boston Choral Consortium, and a soprano with the Tanglewood Festival Chorus. In a past life, she was the Music Director of the Harborlight Show Chorus and President of Chorus pro-Musica. When not making music, she daydreams about adopting a golden retriever puppy and scuba diving to exotic locations around the world.

Tori Cook