Custard Insight: Video

By Petra Clayton

No-one knows how to produce successful video quite like Hospitality Media, who as an industry leader since 2009, know the significance of a good video strategy. We sat down with Adrian Franklin, Hospitality Media’s director, to find out his top tips for creating impactful video content.

Video, if used well, can be an incredibly useful tool for all marketing communications both externally and internally. It can be a way of communicating effectively and efficiently with your audience and other stakeholders, and is a fantastic way of facilitating and achieving your business’s marketing objectives.

But, it can appear to be a daunting task once you’ve made the decision to actually go ahead and create video; you’ll want it to be successful. Ultimately it needs to help enhance and compliment your business profile.

So here are a few tips from us at Hospitality Media to help you achieve successful video content that you are pleased to show the world!

  • It’s all in the planning – Before you even think about picking up a camera it is important to think about the message you want to tell and then to plan how you are going to tell your story. This can be brought concisely together within a script and then developed into a storyboard so each step of your video is clearly planned out in advance.
  • It’s not a feature movie – Most videos are between 2 and 5 minutes long, so the challenge is to ensure you’ve captured all your messages and no more into the video. We are seeing a trend that people want more information in shorter videos. If you want a short 60-90 sec video then keep the message simple and precise.
  • The correct equipment – If you’re planning to shoot this yourself there are three key aspects you need to get right. The quality that your camera will give you, the light you will work with and the way you plan to record your sound. These can all make a massive difference to your final video.
  • Editing – There is various editing software on the market; often the problem is that they will do far more than you will ever need! So, if you’ve never tried editing before then this will be a steep learning curve or maybe just ask for a little bit of help.
  • Which Platforms – After all the effort and expense of making a video the big question is what do you do with it? Work it and achieve maximum ROI. Be proud of your video as it’s telling your story. Use every platform available to you; YouTube, Facebook etc. And don’t bury it on your website. Put it on your front page, it is the easiest way to tell the world who you are and what you do, so make sure they see it. It’s an opportunity to create a call to action and drive traffic to your website or other platforms and to ultimately generate conversions.

We hope that this helps you make the decision to create great video content. If you should have any questions please get in touch.

About Hospitality Media

Hospitality Media was established in 2009. It was created by Adrian and Jacqueline Franklin and now has a variety of photographers and videographers working for it on a regular basis.

Adrian has worked as a photographer for over 30 years and has specialised in the Hospitality sector for the last 15 years. Having studied photography and film at university, his skills are well utilised within the industry. Jacqueline has studied and worked within the industry her entire career. This included a long stint in the Wine Trade.

The company specialises in providing visual digital content for the industry. This ranges from food, portrait, event and interiors photography. In addition, it provides video content for promotional, masterclasses, training, event, sales pitches and how-to videos. Consequently, Hospitality Media has a wide range of clients within the industry.