The Most Common Video Marketing Mistakes Equestrians Make

Like it or not, video marketing is now a key part of a successful promotional strategy for every equine business.

With so many potential customers watching videos online, having high-quality and engaging video content is a must if you don’t want to leave money on the table.

However, shooting great video isn't always easy, especially when you're just starting out.?

In this article, I’m sharing the common mistakes equestrians make using their smartphones to shoot video and how you can avoid them.

Don’t rely on a smartphone microphone!?

One of the biggest errors is relying solely on your smartphone's built-in microphone. While modern phone mics have improved, they still don’t capture good quality sound for professional video content.

Invest in a lapel mic or shotgun mic so you get clear sound on every shoot.

Good audio is essential as your audience will just move on if they cant hear what is being said.

Don’t get the jitters

Shaky, juddery footage is another common mistake. Always use a tripod or stabiliser and if you don’t have one then get creative with DIY!? Cut two bits out of a paper coffee cup and jam your phone in there to keep it still.?

Go into your settings and if your phone offers you a video stabilisation setting turn it on!? Keeping your smartphone still when shooting is what will make a world of difference to your overall production values

Remember to vary your shot size

Don't just shoot all your shots in one shot size.? A variety of shot sizes is what will keep viewers watching for longer as it offers more visual interest.?

For example, a one minute film you are making about a saddle could include a shot of you standing with a saddle on a saddle tree talking about the saddle.

And then the B roll shots cut in with the chat could include:?

• Shots of the saddle in action with rider
• Shots of tacking up
• Close ups of saddle parts on the tree
• Girth straps, flaps stirrup bars, whatever is being talked about
• Saddle being put away after use

Do look at your lens not your screen

When you are talking on camera, remember that making eye contact directly with your viewers holds their interest and connects them to you and your content.

Staring at the screen and not the front facing camera on your smartphone can make you appear distracted and unfocused. Make sure you know where the front facing camera on your smartphone is, so many people don’t know this.?

Practise speaking directly into the camera lens, just imagine it is your best mate staring at you and talk to just them.

Lighten Up

Having enough lighting is key as yards and indoor schools and horseboxes can be dark. You don't want to rely on just available light especially in the winter as your videos can be unflattering and dark.

We recommend inexpensive small portable rechargeable lights that don’t spook horses that you can turn up and down depending on where you are, for guaranteed soft flattering lighting.? Put this in front of you or at a 45 degree angle and avoid shadows for an easy flattering look.

Embrace the learning curve

Do analyse your current video content and see where the tips above can help you to make easy but important? improvements. Stop the shaky shots, improve your?audio, adjust your lighting, and remember to connect with your camera lens. With each video you do, you gain expertise and get more confident on camera.?

I am passionate about helping all equestrians get on board with video as it is such a? powerful marketing medium. With focus and persistence - both qualities most horsey people have in droves, your video content can seriously?impress new customers and help your equine business get ahead.

Avoid amateur mistakes, grab yourself some simple inexpensive kit and invest in training like Equine Video Pro , for quick results. Most importantly, don't be afraid to experiment as you learn.?

Making engaging, professional-looking video for your equine business is achievable for 2024!