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:

• Background paper - pick a Savage color that suits your brand
• Tripod
• Phone holder with attachment to tripod
• Studio lighting
• Directional mic for smartphones
• Extension cords and power strips

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

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:

• Wistia
• Vidyard
• Vimeo

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.

Video Production Tips

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

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, royaltyfreemusic.com, 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.

Resources

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

• Wistia’s Blog
• Vidyard’s Blog
• Vimeo’s Blog
• The Complete Guide to Creating Video Marketing
• The Importance of Video Marketing