If you promote your business via video then it's likely you'll be making the same fundamental errors over and over again. Whether it's interjecting speech with 'um' or allowing the camera to lose its focus. Even videos from supposedly professional media outlets can involve a depressing level of amateurism. Here are the top six sins frequently found on YouTube videos, along with simple fixes.
3. Look into my eyes
If your video involves you directly addressing the camera, look into the lens at all times. Don't look away, because it'll make you look shifty or – worse - disinterested. Looking at anything for such a long period of time will feel unnatural, I know, but that's the way it is.
Looking into a camera lens or, often, a little black square at the top of your monitor or laptop case, takes practice and not everybody can do it. The TV presenter David Frost puts at least part of his success down to the fact that he's comfortable doing so, although in his case he's talking to a TV studio camera lens, which is much larger.
There are various tricks you can do to make life easier under the glare of the lens. The main one is to keep your head moving and animated, just like you would in a conversation with another person. Nobody said you have to look square-on at the camera all the time. You can turn your head to three quarters to give a sideways glance, you can frown slightly (if the script calls for it), you can raise your head while you smile, and so on. Such head movements will also make videos more naturalistic and, therefore, compelling.
4. Don't whisper or shout
If your video involves different scenes, such as you addressing the camera before cutting to a screencast, then ensure the volume levels of your voice are matched throughout. Most video editors offer a tool called volume normalisation, which will do this, although you can look at the waveform view in most modern video editors to judge the volume levels by sight.
This might sound obvious but on many videos I've had to adjust the volume of my computer's speakers to keep up with what's being said.
Ensure that any opening or closing music is matched in with the speech volume too. As a rule, music that's a little quieter than speech is more acceptable than the other way around.
NEXT PAGE: Edit, edit, edit