The Importance Of Video For Marketing And Communication

Phone calls used to be one of the most common and effective ways to communicate with people over long distances, but phone calls are rare today. Instead, a lot of our communication happens over text, even business communication. 

The problem?

Text communication is one of the flattest kinds of communication you can have. It’s not as engaging and doesn’t communicate your intent as well as using video instead. 

That means that if you’re using text as your primary way to communicate with business partners, coworkers, employees, and even other businesses, you’re not getting the full advantage of that communication. 

Video communication makes it easier to be clear, gives the person you’re talking to a better idea of your tone and intent, and will help your business grow a lot faster. 

Using video calls are your primary long-distance communication will: 

• Improve your reputation
• Win more sales
• Help attract new opportunities
• Make business communication clearer and easier

Of course, at Royal Reputation we understand that there are some challenges when it comes to using video in addition to the advantages. Don’t worry, we’re about to talk about some of those challenges and how you can overcome them to make video communication quick, easy, and more effective. 

Overcoming Fear Of Using Video

A lot of business owners are hesitant about using video communication because it’s a lot more high pressure than text or even phone calls. If you’re not on video it’s a lot easier to disguise if you’re nervous, not feeling good, or grabbing information on the fly in response to a conversation. 

That means that video is more challenging, that’s true. 

But the rewards of using video communication are worth it. 

A lot of business owners come to us and say that they’re nervous that they’ll be judged more harshly over video than they would be over the phone. 

Honestly? That’s true. There are more things you can be judged on over video communication, and the person you’re talking to will absolutely judge you on things like how you look, the quality of your lighting and video, and how well you present yourself digitally. 

The thing is, you’ll also have more opportunities to impress them if you’re communicating over video. If you’re professionally put together, comfortable in your space, and providing high-quality video, that will impress your customers and potential business partners a whole lot more than an email ever could. 

So, take a deep breath, do a practice run if you need it, and remind yourself that video gives you a communication advantage. You’ll find that your nerves about video calls will go away pretty quickly once you’ve given them a chance!

The Clear Video Advantage

Video has a lot of advantages when it comes to clear communication, but some of the biggest ones are that you can see the person you’re talking to. Not only does visual communication make it easier for you to communicate through tone, facial expressions, and body language, but you’ll also be able to tell how the person you’re talking to is responding to what you’re saying. 

That means there’s room for a whole lot more back and forth between you and the person you’re talking to, and all of it can happen almost instantly and silently. 

This is a huge advantage in business communication, not just marketing, but any kind of professional communication. 

Why Video Quality Matters

Of course, you can’t use just any old webcam and expect to get great results out the door. We’re all about making sure you’re building the right brand reputation for your business, which means that you need to get started on the right foot whenever you can. 

One of the things your customers and potential business partners will judge when you’re on a video call is the quality of the video and how well presented you are. It’s not just about looking good, it’s also about presenting a professional appearance and making it easier for the person you’re talking with to see and communicate with you. 

Blurry video, a lot of lag, or bad lighting can all make it harder for you to use visual communication to your advantage and may even give the impression you don’t care about the conversation or aren’t very engaged. 

That means that you can only really take advantage of video communication if you’re willing to invest in the right tools for the job. 

Thankfully, it doesn’t have to be difficult. Plus, we’ve got some suggestions for a good setup that will help you communicate clearly and easily. 

You Should Be Using A DSLR For Your Video

First things first, when it comes to high-quality video and consistent video performance, you can’t get much better than going with a DSLR camera. A lot of people worry about using a DSLR because they think it will be harder to set up than a traditional webcam. 

The truth is that DSLR are pretty much just as easy to use, and they offer high-quality video with a more professional look than most webcams can match. 

If you’re not sure where to get started with a DSLR camera, we’d recommend a Canon 80D since it’s a relatively affordable camera, but you can upgrade the appearance and finished look a lot by investing in better lenses for your setup. 

From there, you’ll want to get at least one lens to help improve picture quality. At Royal Reputation we use a Sigma 35mm Lens for Canon DSLR, which is a little more on the pricey side compared with the camera, but the results are worth it. 

Those two things are the expensive part of using a DSLR camera for your video. Of course, you’ll need some setup accessories and additional equipment to make sure the camera works in the long term. But first, you’ll need a good power source to make sure the camera doesn’t die in the middle of a video conference. 

A good AC power adapter will let you plug in the DSLR, so you won’t have to worry about battery life, or energy issues impacting video quality while you record. 

How To Set Up A DSLR

When it comes to set up there are a few things you need to consider. For one thing, you should think about the angle you’ve got the camera on, you want your image to be realistic, but it’s also a good idea to choose a flattering angle. 

You’ll also probably want to invest in a good light or two to make sure you’re easy to see. Light panels are a good option since they provide a lot of light from a wide area, which makes sure you don’t have any sharp lines or shadows. 

If you’re looking for a slightly bigger or more professional-looking setup you can upgrade your lighting to large light umbrellas, which provide even softer light dispersion, which means they are a lot more flattering. 

It’s also important to have a solid support for your camera, which means you’ll probably want a tripod or a camera arm. We tend to go with a camera arm since they can provide a lot of stability, but are also more flexible and maneuverable than a tripod. That means you can adjust your frame a lot easier depending on the situation and the kind of video call you’re going to be on. 

Setting Up Audio To Match Your Video

Having good video quality is one thing, but you need to have reasonable quality audio to match. Thankfully you can get a good audio set a little more affordably than you can pick up a DSLR camera and lens. 

For a mic, we’ve had really good luck with Ars Technica, specifically this cardioid condenser XLR mic. Of course, that means you’ll need an XLR cord, and you may need to get an XLR adapter if you don’t already have an XLR hookup.  

Like your camera, you’ll want a reliable boom arm to keep your mic stable and maneuverable. Plus, it’s a good idea to have a pop filter, mic cover, and a shock arm to make sure nothing interferes with your sound quality on the recording side. 

The biggest challenge to setting up all of this equipment is making sure you have enough space. Remember, you don’t want your work area to look crowded on camera, and you’ll need room to move around your mic and equipment.