By Stan Bashmashnikov
Jewelry retailers are gearing up for all things summer. This traditionally “slow” season doesn’t necessarily have to be. Customers will flock to your store through a fun and interactive social media strategy using online video. Audio & Video Production Expert Mark David Zahn's article, "Is your Flip video camera killing your brand image?," provides video how-tos for even the most inexperienced. We've included a hit list of his advice to help you start generating excitement about your brand with web videos.
- The Camera.
Unlike decades past – when camcorders were expensive, clunky and oftentimes cumbersome – video cameras are now readily available for 1/4 the price and 4x the reliability.
If a professional camera is too costly, most major brand digital cameras include a “video” setting that allows for hours of video. You will need to purchase a large enough memory card. We recommend anywhere from 16-32GB.
- The Sound.
One of the most pivotal characteristics to any well-shot video is sound quality. It will either immediately capture the consumer or deter them far away from your brand.
To captivate your viewers, choose a setting with as little ambient noise as possible. Speak clearly and at a consistent tone. Ensure that you are audibly conveying the right message!
- The Lighting & Stabilization.
Like bad sound, lighting issues and shakiness can stunt the potential for any video to be great.
Always keep in mind silhouettes; never position your subject in front of a very bright background (such as sunny windows) or dark shadows (such as dimly lit rooms). The eye knows when something is aesthetically pleasing when it sees it – so trust your judgment when looking through the lens.
Additionally, minimize shakiness of the camera by positioning yourself on level ground – and use a tripod if it is readily available.
- Use Internal Resources.
Empower your employees who understand social media, photography or website management systems to help you expand your digital strategy using web video. It will eliminate having to hire an outside contractor and allow for management that is completely done in-house.
- What do I do with my video?
So you have your video ready to go. Now what? Create a YouTube Channel. It’s easier than you think. Log on to www.youtube.com – and click “Create Account.” Once your account is created and the confirmation link sent to your email is verified, you’ll be just steps away from uploading videos. “Sign In” and click “Upload.” Your options are fairly simple – 15-minute maximum per video and a total account size of 2GB.
Online video content is a must – now more than ever. Consumers are making the majority of their decisions online. It is clear that the sheer aesthetics of our industry are a big selling point to any customer. Imagine if the stunning diamond-encrusted earrings you have on display in-store could be seen by viewers across the globe.
Connecting with consumers via online videos is seamless, limitless and more inexpensive than ever before. According to Dr. Jakob Nielson, a leading web usability expert, when web video shows interesting & engaging content it extends the amount of time your visitors spend on your site, prompts repeat visits and generates lasting interest for your brand.
Your brand will not only differentiate itself on a digital level – but you will be able to reach out to your base on a more personal level. The upside is exponential. A true win-win – in all aspects.