Producing your own video takes care and planning: your professional image is on display.

Allyson Reid (right) is an experienced videographer and Founder and Creative Director of Chockablock Productions Ltd. (www.chockablock.ca) offers eight proven technical tips on how to get the best response to your self-produced video – and have fun doing it.

She says, “There are thousands of gifted and passionate experts in the world today who are on-line telling their stories while helping make your biz and life better. Unfortunately I am often disappointed when I see that their video image quality does not support the strength of their content. Poor quality is a turn-off for a viewer as your video blogs say as much about the quality of your skills as your website and print materials do.” Here are her top eight strategies:

As in conversation, make eye contact! Whether you are speaking to your followers via a pre-taped vlog or you are participating in a live chat your eye contact is critical. You should be looking at the web cam when speaking and not at your own on-screen image or on-screen notes. If a viewer has taken time out of their day to watch your video, you should honour them with your attention.
Make an effort. Web cams can be surprisingly forgiving in terms of how your skin looks, but we all should put in some effort. You ARE your brand! Style your hair. Women should keep the make-up colours neutral and soft. Guys, you can purchase a product for shine reduction. Pay attention to your hairline and bridge of your nose. If your persona is unshaven and rugged, go for it but otherwise, keep it clean.
Keep the backdrop simple. That simplicity will allow the viewer to focus on you and your content. Lose the outdated framed print art, ditch the bad office plants and kick the dried flower arrangements to the curb.
The lenses on your webcams are wide. Really wide. Don’t sit too close to the camera when recording. The closer you sit, the wider your facial features will look.
Light your shot well. If your videos are dimly lit, you look less professional. It is that simple. Give yourself a healthy glow. You can use an office window or a desk lamp. Make sure the light source points at you from behind the web cam/laptop. If the light source is slightly above eye level and right in the middle of your face (over top of the web cam) then you will look really good. If you light yourself from high above you get raccoon eyes and if you light from down below you look ghoulish. So, a desk lamp or a window shining directly onto your darling face from slightly over top of the camera and just above your eye level is the sweet spot.
Framing is important and easy to do. To be seen clearly, position yourself so that your shoulders and head are right in the middle of your computer screen with the camera placed at the top/middle of your monitor. (Most computers have an integrated camera already in the best spot). You will be well lit (because your desk lamp or a window is already doing its thing…) and look perfectly balanced within the frame.
Camera height can be really flattering or make you look like you have a couple of chins. If you are recording from your laptop, elevate the laptop by placing it on a box. You want the camera on your device to be slightly higher than your eyes. When using your desktop, tilt the monitor so that the web cam is slightly higher than your eyes. I position mine so it is even with my forehead and it works well. Why not look the best you can?
Sound quality is critical to a successful video production. I have witnessed great content get drowned out by air-conditioners, street traffic, people in the next room, and soft-spoken presenters. Buy the best microphone you can afford and find a quiet room to shoot in. Research confirms that viewers will tolerate a poor image but have little patience for garbled sound.

Video has helped large brands move from a cautious and deliberate stance when responding to major issues via response channels once limited to press releases and news interviews, “notes Eric Korsh VP/Group Director, Brand Content Digitas in Online Video Insider (November 28, 2012).”

Korsh says that video can create a, “quick and raw feel to project transparency,” as in the case of Federal Express. One of its customers posted a video showing a destructive activity by an employee that went viral instantly. FedEx responded with a video apology on its YouTube page – sincere, not over-produced and hugely effective in diffusing a huge public outcry.

Whether you are in damage control mode or want to promote your products or services in a video you shoot yourself, the same basic rules apply as when using a professional crew.

Before you shoot, identify the purpose, topic and benefits of the video to the viewer before getting caught up in working out the technical details.

You can benefit by calling in a professional writer who brings objectivity and will make every thought and word count! He or she knows how to communicate your message and can add ideas for promoting yourself that go beyond your video. You will ultimately save time and money.

Before firming up your release schedule, be sure you can stick to it. Commit to quarterly releases and avoid long periods of silence. (If you miss a transmission, you may risk appearing inconsistent). Be sure you can deliver what you promise yourself and your viewers.

In your email accompanying your first video, state your purpose and how the video will benefit the audience. Invite feedback and other content ideas for the video.