Sarah Edmonds offers advice on how to create videos at home and post them online, together with top tips for filming and equipment recommendations.
Video marketing is having a big moment. The use of video as a medium for communication has sky-rocketed, with a usage increase of 10m daily viewing minutes in the last two years alone. It’s made a massive impact on our digital landscape particularly during lockdown. It’s accessible, affordable and anyone can do it.
Cafe Scene, London, acrylic, (24x32cm) by Max Hale
Consumers are twice as likely to watch a video than to read written content. As an immediate and visually exciting way to connect with your customers, it’s definitely worth exploring – even if you do feel nervous about seeing yourself on camera.
Given the average attention span is just 8.5 seconds it’s best to keep it short, amusing and creative when filming for social media.
How to get started
The first decision is which channels you use and where you would you like to share your video content. If you have a following on Facebook, you might like to try Facebook Live to broadcast real-time video (Facebook Live has a higher engagement of 4.3% compared to 2.2% of non-live videos).
If that feels too ambitious, you could pre-record a message to upload. Files can be up to 10GB and must be less than 240 minutes long; 85% of video views on Facebook happen with the sound off, so consider using subtitles.
Max Hale landscape painting
IGTV is a relatively new platform (2018) and allows for longer videos compared to Instagram feeds. The maximum length is 15 minutes when uploading from your mobile or 60 minutes from the web.
Whether you’re introducing a new artwork or exhibition it can be challenging to remember your ‘lines’ or recall everything you want to say. Try the new teleprompter app called ‘PromptSmart’ – you won’t need to pin a piece of paper on the wall above your camera ever again!
If you like the idea of creating mini films or stop motion movies, I can recommend Xanthe Berkeley online courses. Xanthe recommends using your iPhone or handheld DSLR with a Manfrotto 190 tripod and offers plenty of equipment advice. www.xantheberkeley.com
A spontaneous short clip, filmed with authenticity will connect with your audience as well as a polished version. Have fun and experiment – there are plenty of apps to assist you. Instagram Stories is a great place to show the more personal side of your life.
Creating a lasting catalogue of videos
YouTube is the big cheese of video content platforms with 5 billion videos watched per day. It’s a great place to start cataloguing your films and you may wish to invest in more equipment for this purpose. Taking the time to control key elements of recording will improve the end result.
- Sound – make sure there is real clarity and use a microphone if necessary.
- Image – avoid unnecessary and distracting background visuals, film on a DLSR if you have one, otherwise on an iPad or iPhone using a tripod. Talk to the camera with confidence.
- Lighting – play around with overheads or spotlights and always make best use of the natural light source.
- Composition – landscape or portrait?
- Content – your introduction should be succinct, to capture your audience within minute. You Tube allows captions, which can be useful calls to action.
- Finally, consistency in branding is important so that your followers can identify your style.
Case Study - Max Hale
Max at the easel
Q. Why did you start creating videos?
A. I started creating videos to help artists use and become familiar with certain products, beginning with water-mixable oils. The first, a two-hour video with Town House Films, was a useful starting point for me. I found it easy in front of the camera and working with materials I knew. Then because of lockdown, I had time on my hands; my face-to-face tuition stopped, yet I wanted to offer support to those artists left dangling in the midst of a long-term course I was running. I knew that others would be able to take advantage of what I was producing too.
Q. Why is video is an important resource for your students?
A. Video is a constant reference when students forget or need to see how something works before trying it themselves. It can also be viewed anywhere, even on holiday, and is less intimidating for those who prefer working at home. There is no replacement for face-to-face, instant feedback or a personal review by a qualified tutor. I am keen not to make it too assumptive or talk down to the artist. The balance of ensuring the message is pertinent may take a few attempts.
Q. Is the type of content and length of your video significant?
A. Currently, I have a series of six 15-minute videos on the bench, of which three are already live on my channel Max Hale Art, called ‘Improve your Art’. Getting the duration of the video right is vital; not too short, where the message isn’t fully given, or too long, where the viewer becomes bored or the message is repetitive. I think brevity is best and my videos hover around 15 minutes – to explore a subject properly I think it works well.
I chose YouTube – a good platform in my opinion as it is accessed by a large audience and is simple to use by non-technical people. I don’t make my ‘broadcasts’ too slick and I ensure the run-in and the sign off are more like being in my studio with me. I think this element gives a more human side to the artist.
Max’s top tips for creating videos:
- Use your mobile phone for short clips but use it the right way round for where you intend to post the result. You should have the phone in a holder to keep it steady.
- I use a DSLR with a good lens and a big memory card. This ensures the video is well framed and the quality is excellent. Video gobbles up a lot of memory, so keep your shooting brief.
- If you are moving about, have the camera on a wide-angle, which means you won’t wander out of the picture.
- Focus is crucial so make sure your camera has either a fixed focus point set in advance so it doesn’t ‘hunt’ in and out looking for one. Focus on the easel or if you are presenting – get someone to sit in for you.
- If you are demonstrating a technique you’ll probably shoot with your back or side to the camera; be careful the light isn’t obscured by your body or your hand isn’t in the way.
- Do a sound check and ensure you don’t sound like a steam train. Your microphone may need turning down or you’ll need to adjust your breathing technique.
- Many platforms will only accept a mono recording, so on some a stereo recording will either be silent or play back strangely.
- Take your time, be sure of what you are going to say and don’t rush it. Try not to mumble or speak in monotones.
- Your phone camera is at the top or side, so look into that if you wish to peer out at your audience.
- Let your personality come through and don’t worry if you make a mistake, editing or shooting again is easy. Do a few test runs to ensure you haven’t got anything in the frame that shouldn’t be.
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About Sarah Edmonds
Sarah is the marketing manager for Pegasus Art and a freelancer supporting creatives and fine artists. Sarah studied a short course at the Slade School of Fine Art and has a degree from Chartered Institute of Marketing. www.sarahedmonds-marketing.com
This feature is adapted from The Artist December 2020
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