Some people say that an effective video marketing message has to be shot with videography in mind. You must find the perfect lighting; some people have irrational dislikes of webcam videos or videos that are shot with a handheld camera.
However some of the most popularly subscribed to marketing channels on YouTube deliberately flout this 'high minded' ideal of a video. I should emphasise I am not suggesting you appear looking awful and incoherent but it is unnecessary to look like a news anchor man or woman.
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This is because people value content over production. In fact if you drop the odd word are have to quickly catch a misspoken word it actually makes you appear more human. It's my experience prospects are suspicious of professional videos with actors because they appear more like adverts on TV, and there is mounting evidence people record more and more TV to skip adverts.
Some of the most watched videos on YouTube are where people have taken a camera to a great concert, the picture is not great but the performance is. Other videos that score highly are amateur videos of motivational speakers again because the content is great.
I shoot my videos with my webcam fairly tight in on my face and shoulders because this generates a feeling of 'personal and near'. This is just one style. Other styles I have seen work well are outdoors provided it's not windy where your blowing hair just detracts from the message. Another thing to be wary of is 'ramming your success down people's throats' in a video. If you are sat by a nice swimming pool or in an exotic location let the location speak for itself. If you are in a global business be aware that what is seen as, 'I must get me a piece of that' in the USA often comes over to more reserved countries as 'bragging and boorish'. If your house is quite obviously a million dollar house there is no need to start your video with, 'Here I am outside my new million dollar house'.
You never hear truly wealthy people say things like that, you never hear Richard Branson say 'here I am on my private island that cost me £XXXXM'. He just says here I am on then he either names the island or says 'my island'. That understatement is far more powerful than the overt statement of possessions. It's the difference between being wealthy and 'having money'.
The best video marketing messages are less than 5 minutes unless you really know how to fill 10 minutes. You should talk as if you were talking to your friends, if you are explaining a concept think, 'How would I explain this to my workmates or friends?' Then talk as if you were talking to them, just be yourself.
Last piece of key advice, keep your marketing message to a single message. In marketing on the social web you are looking to set yourself up as a Leader and attract potential leads to you. Do this by giving brief, good advice on a particular area where you are an expert. Avoid trying to cover the whole subject just focus on a key aspect/message you want to get across.
So using the old analogy, Keep It Simple and you will do well.