2015 has been a landmark year for digital video. Not only are users spending more time on digital video each day than on social networks, but the second quarter of last year saw a 43 per cent growth in the number of people who watched free videos online.
With major publishers in Australia seeing double-digit growth rates for online video, companies are moving quickly to ensure supply is meeting demand. This trend is evident at beautyheaven Group, where the company now boasts a bigger expert team of video producers and an on-site studio to shoot digital video footage across BEAUTYDIRECTORY, beautyheaven and homeheaven.
And it’s not just the major publishers that are seeing success in the digital video arena, with vloggers also enjoying the increased popularity of this medium. Australian video beauty blogger Lauren Curtis is a prime example of just how much traction digital video can get for vloggers - she currently has over 3.1 million subscribers to her channel.
With so much attention on the power of video, BD sat down with four of Australia’s top beauty video creators to discover the secrets to their success...
Lauren Curtis - vlogger - www.youtube.com/user/laurenbeautyy
What are the three critical things you need to create the best video content?
- Great lighting. Make-up is all about colours and textures, and if your viewers can't see these accurately, then they probably won't stick around for long. All you need is a window that lets some natural light in, or a couple of soft boxes if you're willing to spend a little bit of money!
- A good quality camera. There are some amazing entry-level DSLR cameras that won't break the bank but will provide you with beautiful, clear footage. The Canon EOS 600D is a great example. Otherwise, if you're on a very strict budget, iPhones (paired with great lighting) will do the job fairly well.
- Edit, edit, edit! Nobody likes to watch super long videos, especially when they're full of “umms” and “ahhs! Try to keep your videos under 10 minutes when starting out, and edit out any “umms” or anything that doesn't add to the video!
Melissa de Coster - video producer - www.beautyheaven.com.au, www.beautydirectory.com.au, and www.homeheaven.com.au
What are the key things to consider when creating video content?
- Distribution. Different types of content do better on certain platforms. For instance, tutorials or informational videos do better on YouTube and relatable videos do better on Facebook. Match your content to your preferred platform or pick a platform that works for your content.
- Relevancy. Good video content is directly related to how relevant it is to your audience. In other words: know what your viewers thrive on, and what engages them. And ask yourself: what makes them share?
- Titles and thumbnails on YouTube. Don't underestimate the importance of a good title and thumbnail. That's what makes people WANT to watch it on the spot. Pick a title and thumbnails that intrigue people, so they'll have to click order to find the answer/confirmation to their questions.
- Facebook. When it comes to Facebook, make sure you capture people’s attention in the first five seconds with the help of strong images. YouTube starts playing videos as soon as they appear in your news overview (yes, even when you are scrolling), and sound starts only when you click on it. So, it’s key to grab users’ attention within those first five seconds without sound in order to make them click.
- Always keep in mind that content is more important than the technical side to video. Don't worry if you don't have high end equipment yet - if you get the content right, you can still smash it on YouTube or Facebook.
What do you need to create good videos?
- A nice setting - it should be light, bright, cosy and clean. This will determine the whole atmosphere of your video and give an idea about your personality.
- A defined style. Don't be a copycat; instead, be unique and stand out. Don't be afraid to be YOU. It's a process - you'll get there.
- Self-confidence. Nothing is more appealing than watching someone who's passionate and having fun.
Eleanor Pendleton, editor, grittypretty.com
What’s essential to developing great video content?
- Good lighting – fluorescent lighting can alter the appearance of your skin tone on camera so it's best to opt for natural light (if you don't have photography lighting equipment).
- A clean workspace – backgrounds of floral bedsheets, messy wardrobes and the like are so distracting. Look to Lisa Eldridge and Charlotte Tilbury for inspiration.
- A script or dot points of the steps you want to get across. Viewers have a short attention span so keeping your videos short and concise will increase the number of views as well as engagement.
Quick tips?
- Look for a point of difference.
- Music choice.
- Graphics.
Rachael Jade Annear, vlogger, www.youtube.com/user/RachaelJadee
What are the three most important things a video creator needs to think about when putting content together?
- Make sure your video is well-lit and your background is clutter-free. Try to avoid echo-y spaces when filming.
- Really know what you're talking about and be passionate about it. This will come across in your videos no matter what your subject is.
- Think about what's trending at the moment and try to link your content to it in some way. It might be a celebrity that is popular, an event that is happening at the time, or even a holiday like Christmas.
Any last tips?
- Let your personality shine through.
- Try to avoid rambling and don't forget to breathe.
- Be creative and don't be scared to try something different.
- Don't sweat the small stuff - sometimes bloopers can add humour to a video.
Rachael Brook, vlogger, rachaelbrook.com
What is needed to create a high quality YouTube video?
- Honest and flattering lighting - colours need to look as accurate as they possibly can.
- A background that lets the star of the video shine - you want your viewers to be paying attention to what’s important.
- Interesting and unique ideas. While it’s beneficial to create trend videos such as hauls or ‘monthly favourites’, I’ve found that the videos that get the most attention are the ones that step outside the box and have an element of surprise. Don’t try to be another YouTuber - your subscribers are only going to come back for more if they feel like they are getting to know the REAL you.
- Pay attention to detail. Lighting, sound and background are all crucial to the success of your videos. No matter how great your ideas are, if your viewers can’t understand what you’re saying because the sound is so muffled, they probably won’t keep tuning in.
Lilian Tahmasian, vlogger, liliantahmasian.com
What are your top tips for creating a digital video?
- Treat your viewers like friends and family. During your video, it's important to connect and partner with your audiences. Whether it’s leaving them questions to answer, answering their comments from the previous video, or even interacting with them in other ways, it’s very important to create a strong bond and friendship with them. That way, they'll want to keep returning to your channel.
- Original content. There are thousands of videos uploaded on the internet each minute. Therefore, you need to make yours stand out. Use your individual personality and your own techniques and character to entertain your audience. Be yourself, because firstly, everyone else is taken, and it’s clear when you try to act like another person. So, show off your own personality!
- Overall, having a passion about what you do will come across in your video. Have fun with it and don't take yourself too seriously. Make sure the video is entertaining but not too long. You should always make the audience want more.
Image: Instagram.com/juliablakeley