Trust is the lynchpin to your entire sales and marketing strategy. Without it, it doesn’t matter how much thought and effort you put into your video sales and marketing plan because your message will never resonate with the audience.
Fortunately, just creating technically-sound video content goes a long way in fostering that critical sense of trust from prospects and families. Therefore, I want to spend a few moments discussing five technical mistakes marketers should avoid when creating videos, along with some tips to keep prospective residents engaged and wanting more.
1. Loud Background Noise
Tip: Pay as much attention to your audio as you do your visuals
According to recent research, poor audio quality directly correlates with a lack of trust in your video content. Put another way, if the target audience struggles to understand what you’re saying, your content isn’t going to engage, no matter how solid the visual side of your video marketing might be.
Background noises like construction, a television, out-of-frame conversations, and music all distract from your messaging. Thus, it’s always best to record your videos in an appropriate environment. If you’re creating a testimonial with a current resident, choose a quiet place where the resident is the absolute star of the show with no distractions. Of course, if you’re recording background footage of Tuesday night’s dance event, then hushed tones aren’t as critical.
2. Poor Backlighting
Tip: Avoid over-exposure issues by lighting the front of the subject, not the back.
We’ve all seen YouTube content or personal videos where excessive backlighting – maybe a sunlight-drenched window or glaring fluorescent fixture – creates exposure issues with the content.
An easy way to avoid this hazard is by simply putting the main source of light to the back of the person recording and, thus, on the subject’s face. Be deliberate with your choice of recording environments and be sure to use a space that provides proper lighting – natural, if possible.
3. A Shaky Device
Tip: If you don’t have a tripod, use the back of a chair to secure your hands while recording video content.
Unless you’re trying to create a spontaneous feel to your video or a DIY aesthetic, a shaky device is the archenemy of your senior living marketing strategy. In most cases, such shakiness comes across as amateurish, which, as you might guess, doesn’t exactly help you establish trust with the viewer.
A tripod for a video camera or stand for a mobile device will eliminate the illusion that you’re recording somewhere along an earthquake fault. However, if you don’t have a tripod or stand, the cameraperson can steady their hands and arms on the back of a chair to accomplish the same result.
4. Moving Too Quickly
Tip: Smooth camera movements keep the audience engaged and attuned to your content.
Similar to the previous point, fast camera movements can be jarring to the audience and, once again, distract them from the underlying message of your video content. In fact, the same holds true for your transitions – too quick and the video comes across as jolting, negatively impacting the viewing experience.
You’re always better off moving slowly through a frame while recording, especially when the focal point is already moving, perhaps a crowded room, common area, or the Tuesday dance night I already mentioned. Try mapping out your movement before recording to ensure you can capture everything you want smoothly and seamlessly without sprinting from one point to another.
5. A Messy or Disorganized Background
Tip: Plain is better when choosing a background, particularly for testimonials or staff member interviews.
Have you ever watched an interview where you spend more time trying to read the titles on the jam-packed bookshelf behind the subject rather than actually paying attention to the content? That’s exactly what happens when you use a messy, disorganized, or “busy” background in your video content.
To revisit a running theme, this is yet another reason why your choice in the recording environment is so essential to creating high-quality content. Always record in an area that places the spotlight – either metaphorically or literally – on your subject while also portraying your senior living community well.
Although these five points might seem like a lot to keep in mind if your senior living, assisted living, or retirement community is just starting its video sales and marketing efforts, I assure you that practice makes perfect.
Even better, the OneDay video platform is so intuitive to use, you’ll easily find the ideal balance between personal and professional with your videos, driving trust in potential new residents and their family members. And once you establish and maintain trust, improved move-in and occupancy metrics aren't far behind.