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Video Works…Now, Which Camera?

Do you love watching those smart, fun videos on social media? Of course we do! Everyone does. They are so creative, and what’s more, they’re effective. In a recent survey, 57% of retailers said video is responsible for increased spend from the average customer.  A whopping 87% of video marketers say video has increased their website traffic and 83% say video helps them generate opportunities. And perhaps most importantly, 80% boast increased sales because of video marketing. For this reason, 95% of video marketers plan to increase their video marketing budget next year.

Video marketing is hot right now with no signs of slowing down and can be implemented in a retail strategy with the cost of video screens coming down. When a customer does not have a retail associate to help them, the video that you supply can be the “salesperson” on the floor to answer questions.  The video can also catch attention, hold customers attention longer and ultimately trigger a sale that may not have occurred otherwise.

You can capitalize on this trend with one simple piece of equipment – a camera.

If you’re worried about video quality or all the different types of cameras out there to invest in, read on to discover how best to use the different devices available.

#1 – DSLR (Digital Single-Lens Reflex) CAMERAS: the DSLR camera is a higher quality, more professional version of cameras you’ve used in the past. The difference between these and your old point-and-shoot is the ability to change out different lenses on it. The mirror inside the camera reflects the light from the lens into the viewfinder, so you can look right through the lens at your subject. However, by changing lenses, you can perfect the look you’re going for. These are a solid choice for video marketing.

#2 – ACTION BASED CAMERAS: You probably know GoPro as the most popular brand in this space. These kinds of cameras come with a wide range of accessories allowing you to attach them to helmets or take them underwater. Action cameras bring your videos to life by offering perspective and a first-person viewpoint. With their origin, action cameras tended toward a narrow fishbowl lens, but now they have wider lenses so you can get more width to your videos.

#3 – MIRRORLESS CAMERAS: Unlike a DSLR camera, this type of camera doesn’t have a mirror, which merely means it has an electronic viewfinder or no viewfinder at all. Instead, there is a digital interchangeable lens that does all the work. Because of this, mirrorless cameras can be much smaller and thus, more portable, making them popular with novices and non-pros. The price point also fits the budget a little bit better because of some of the features being left out.  Like with the DSLR, the lenses can be changed out for different occasions.

#4 – CAMCORDERS: Isn’t this a bit old school?  Are you thinking of your dad videoing your ballgame from 4th grade? Well, camcorders are new and improved and here to stay. They are versatile, budget-friendly, user-friendly, and loaded with options. Today’s camcorders are designed to be weatherproof, shockproof, wireless, and “smart.” With dozens of presets and automated features, they are the smart choice for someone already familiar with the device.

#5 – POINT-AND-SHOOT CAMERAS: You are probably already familiar with these kinds of cameras because they’ve been around so long. Newer point-and-shoots offer new features and capabilities like GPS, face-detection, and other technologies. They are usually lower profile and lower cost than other cameras. The one prominent downside to a point-and-shoot is image quality, which can be less than ideal depending on the environment and subject.

#6 – FIRST PERSON VIEW CAMERA: FPV cameras (like cameras on drones) are attached to a drone or a copter and wirelessly transmit video feed to a remote device (goggles, a headset, mobile device). They are unbeatable for videoing aerial views and other hard-to-reach places perspectives. We used an FPV camera in our project we completed at Florida Gulf Coast University video and it turned out great for the opening sequence.

#7 – CELL PHONES: Small, easy-to-use, and you already own it! These are perfect to give a “man on the street interview” feel to your video and can add credibility to your products because it feels like a live customer interview.   They are also the go-to for uploading videos to social media because they have ready connectivity to the Internet… making this an easy to use option with a low learning curve. They can’t really be your only camera option, however, because they are limited in their image quality and depth of field and lighting control.

Lots of websites review the different types of cameras by brand, price point and features. Once you decide on the type of camera you’d like to invest in, you can find all kinds of information to go with it. Another selling point is that these cameras are constantly on sale for reasonable price points. Big box stores like Costco and Sam’s often have package deals on cameras, too, offering online training and subscriptions to photography content for members only.