Post by Felicity Whelan, Managing Director – GLUE Content

A recent research study published by Cisco showed that online video will account for 80% of internet traffic by 2019. Marketers have therefore heeded the call to up their game and tap into this strategy. And some marketers are increasingly posting self-made videos to share on social media platforms with the aim of building their market reach. The internet has seen micro-videos that were so bad yet went viral.

However, since not every small business has been successful at wowing audiences with wacky videos, we have to look at why some videos attract attention while others don’t.

Lighting quality

Relying on interior lighting often makes videos look flat and lifeless. If the budget allows it, invest in lighting. Place a light on one side facing your subject as a key light, a second one behind it as aback light and a third light on the other side as a fill. It’s always important to be conscious of video lighting quality as shadows make corporate videos look amateurish. Good lighting, on the other hand, makes the subject and the video in general pop.

Camerawork and sound

Nothing is more deterrent than struggling to see or hear your video masterpiece. A shaky camera and poor sound quality is the easiest way to get people to turn off your videos in frustration. Improving your audio doesn’t cost much as you are only required to invest in a high quality lapel microphone. To eliminate the problem of shaky camerawork, you will need a tripod. While both audio and steady camerawork are important, the former is more imperative. Viewers can forgive all the video flaws as long as your sound is of good quality. Otherwise, you lose them in a matter of seconds.

Setting and background

Many video novices resort to placing their subjects next to the wall without giving a second thought to the background and the impact it will have on the video. They forget that setting and background are just as important as the quality of sound, lighting and camerawork. The choice of the background or setting should be in line with the kind of impression you intend to make with your video.

Making a point

The point of online micro-video marketing is to pass a message in the shortest time possible. As hard as it is to believe it, chances of more exposure are better with shorter videos. Be sure to grab your audience’s attention within the first ten seconds for optimal impact. If you can’t deliver the punch line within that timeframe, viewers are likely not to share it.


Felicity Whelan

Flick-blog-picFelicity has a decade of experience working as a presenter, host, MC, producer and content strategist. She’s worked both in front of and behind the camera for Fox FM, Triple M, Channel 9’s Today Show and Network Ten. She is now the founder and Director of GLUE Content and delivers video content for major corporates, creative agencies and sport brands. At the forefront of content development Felicity’s knowledge gives her an edge when it comes to driving engagement. Whether using the power of content to engage fans in sporting stadiums or innovating new ways for corporates to induct and train staff, Felicity is looking to the future and evolution of content by using the power of video to engage the next generation.