Many travel companies recognize the benefits of video content marketing for their business and want to ramp up their efforts. Now is a good time to start working on it while there is a bit of industry downtime or tour operators are adding new products to their offering.
If you’re not familiar with the format, then knowing where to start can be overwhelming. There is a lot to think about, from the filming equipment to suitable editing software and everything in between.
Keep reading for some beginner’s tips on how to record and edit an engagement marketing video for your tour.
Equipment You Will Need
- Back up batteries for camera
- SD cards or external storage option
- Tripod or gimbal
- External microphone
It’s at this point when many people become wary of creating a marketing video as they think they don’t have the right equipment to do it.
When starting out with filming your tours or travel products, there is no need to invest in expensive equipment just yet.
First, try your hand at it to see if it’s something you think you will continue doing. You might already own exactly what you need. Alternatively, see what you can borrow or even hire.
It is likely that you already have your camera in your pocket – a decent smartphone can take high-quality video, with many newer ones able to shoot in 4K.
Otherwise, ask around, and you will probably find that you know someone who has a digital camera, Go Pro, or DSLR that you can use.
Don’t forget to pack extra batteries and SD cards for the camera – recording video takes up quite a bit of processing power.
Tripod or Gimbal
A tripod is crucial for stabilizing the camera and maintaining a steady shot. If you are going to be moving around your subject, then a gimbal will come in handy.
Your camera has an internal microphone to record audio, but this isn’t always your best solution for a high-quality end product.
There are plenty of plug and play, clip-on, wireless, or external recorder options that will give you more professional-sounding audio for your marketing video.
Lighting and Background
Lighting is critical for the quality of the reel that you produce. Getting it right during recording will save you time during editing as well.
The rule of thumb here is to use natural lighting as much as possible.
If you are filming inside, then use a space that has big windows or doors and plenty of natural light coming in.
In cases where lighting is necessary, try to replicate the three-point lighting setup, which you can learn about here.
If you are filming outside, then avoid recording in the harsh light at midday. The softer hues on a cloudy day or in the early morning or late afternoon are kinder to your subjects and better for video aesthetics.
For the background, take your camera on a trial-run to see how best to fill your frame. Watch out for anything that looks messy, distracts from your subject, or doesn’t speak to your brand.
Editing Software and Applications
iMovie for IOS and macOS allows you to move between your Apple devices to edit and produce your marketing video. There are options to work with templates, add clips, titles, effects, filters, and music to create an engaging piece of content for your audience.
InShot is an all-in-one visual editing mobile application where you can edit videos and images.
It allows you to add text, voice-overs, and music. You can trim, split, and merge clips, as well as adjust video speed, among other things.
With an easy-to-use interface available for Windows, Mac, and Linux, OpenShot is a good beginner’s option.
It has a drag and drop functionality, customizable title-card templates, and can add digital effects to your video. You can trim and slice, add slow motion and time effects, as well as do audio mixing.
Tips For Creating An Engaging Travel Marketing Video For Your Tour
1. Begin With A Storyboard and Video Script
Developing a storyboard is part of your initial planning to visualize what you want to get out of your marketing video. You also need to create a script for your team to follow when shooting.
2. Gather The Team For A Briefing
Share your storyboard and script with your presenters and anyone involved in the production. Discuss ideas and walk away knowing exactly how you will execute the filming process.
3. Test Acoustics Of Your Recording Location
It’s a good idea to test acoustics on location beforehand so that you can identify whether there will be an echo or background noise that you will have to deal with.
4. When Filming, Use The Rule Of Thirds
The rule of thirds frames your subject on the screen in such a way that the viewer’s eye is drawn to the main points of interest.
5. Do Multiple Takes
Always shoot several takes just in case. You may not notice in the moment when something goes wrong. Having a backup will save you from having to set up and record again.
6. Record Short Clips
This makes it easier for your star talent to remember their lines and for you to reshoot something you aren’t satisfied with.
It is also easier when editing so that you have several clips, sound bites, and samples to work with.
7. Check Music Copyrights
Many of the editing platforms and applications offer music that lies in the public domain and is free to use. However, if you plan on adding anything yourself, check the licensing requirements around this.
8. If Possible, Film In 4K
You can always drop it down to 720p or 1080p in production. But recording in 4K gives you greater flexibility in editing and is better for future-proofing raw footage.
We hope that these beginner’s tips help you to produce an amazing travel marketing video for your tour. Don’t forget to drive emotion through your filming to make it memorable, and insert a CTA at the end of the clip to encourage your viewers to take action, whether it’s to contact you, book a tour, or find out more.