3 viral video tips for PR pros: Lessons from AARP and Coca-Cola

Did you know that a third of all online activity is spent watching video? Or that YouTube reaches more adults than any cable network, according to Adweek?

Online video represents an incredible opportunity to reach new audiences. What’s more, you don’t have to be a Hollywood insider—or have a Hollywood budget—to capture eyes and imaginations. Here are three easy tips for shooting and sharing videos that engage fans online:

1. Use a tripod to eliminate distracting motion. You’ll notice a huge improvement in video quality just by using a tripod, assures TJ Cooney, multimedia producer at AARP Studios. This instantly makes your footage look more solid and professional.

Cooney espouses a less-is-more mindset when it comes to shooting video. “Less movement is better. Don’t pan, tilt or zoom,” he says. “There’s a place for movement, but don’t try to create cool movements with a camera if you’re not a video professional.”

He instead advises using action in the scene to create motion (e.g., a waiter entering or exiting the shot). You can also use editing software to simulate pan, tilt and zoom movements after the shoot.