Deliver a Professional Performance

Did you know that companies using video enjoy 41 percent more web traffic from search than non-video users? Furthermore, research has shown that video on a landing page can increase conversions by as much as 80 percent.

But there’s a catch.

In order to get results like this, the videos you’re using have to be of good quality. Otherwise, you could end up with the opposite effect. In fact, with 62 percent of consumers more likely to have a negative perception of a brand that published a poor quality video, it’s kind of a big deal.

So, how can you overcome this and make sure your video marketing properly represents the professionalism and quality of your brand? Well, it starts with how you look, sound and act on camera.

Aside from the obvious things, like dressing professionally, using makeup and wearing your hair in a way that frames, complements and doesn’t hide your face, there are certain things you can do above and beyond this to make delivering your message on film even more effective.

For example, the way you sit, the angle with which you look at the camera and even how you breathe all play a factor in how your video will ultimately come out. Then, there are external factors, such as background and lighting, which also have a role in the finished product.

That being said, let’s dive into a few expert tips for looking your best when filming a video for your business.

First and foremost, try to relax. This might be easier said than done, but it’s important because tenseness or nervousness can come across on film, which will ultimately result in a video that is less-than-good quality. Focus on relaxing your body, working your way up to your face. If it helps, take a deep breath and give yourself a quick massage of the temples and neck.

Use good posture. If you’re standing while filming, start by pressing your back up against a wall, then slowly walking away while concentrating on keeping your shoulders up and your back straight. If you’re sitting, be careful not to slouch or lean.

Want to appear taller or thinner on camera? In addition to using good posture, choose darker colored clothing that is fitted to complement your body. Clothing that is too loose can make you appear heavier – especially on camera. To appear more authoritative, focus on removing filler words – such as “um” or “like” – from your dialogue.

If you’re using natural lighting for your video, dawn and dusk are ideal times to film. For artificial lighting, make sure it’s shining on or toward you, not behind you, which can cause shadows and visual distortions.

When smiling, try to concentrate on raising your cheek-bones. Doing so will naturally make your eyes appear to sparkle on camera.

Take deep, slow breaths throughout the course of filming. Not only will this help to keep you calm and relaxed, but it will also prevent you from talking too fast.

If you are being interviewed for the video, keep in mind that the exchange is different than normal conversation. Avoid non-verbal communication, like nodding your head, but instead respond clearly and confidently.

If you’re speaking directly to the camera, using a teleprompter can be helpful in keeping you focused and on track with the message you’re trying to deliver. Practice a few times first so the audience won’t be able to tell you’re reading.

Know who your audience is. If you are being interviewed, determine whether you should be looking directly at the person who is asking you questions, or mostly at the camera. If you’re not being interviewed, remember that the camera is essentially your audience.

Finally, but perhaps most importantly, be yourself. This can be challenging – especially if you’re not particularly comfortable being filmed, but doing so will make your video much more engaging to your audience, which means more views, likes and shares and ultimately a greater reach for your brand.