Video marketing is widely accepted as necessary among marketers, and virtually all platforms are moving towards video content. This means that, for senior living communities to stay competitive, video content must become an integral part of their marketing strategy. From audience captivation to SEO boosts, video can be a powerful tool, but how do you capture these videos that stand out?

Know the Purpose

A great way to set your video project up for failure is by creating without a clear purpose for the content. Before any video shoot, you need to take a step back and ask, “What’s the point of this video?” Is your video:

• Sharing a customer success story?
• Teaching a skill or concept?
• Highlighting a product, service, or space?
• Telling a personal or behind-the-scenes story?

Whatever your purpose is, it needs to come through clearly in your video. Algorithms prioritize content based on intent, one of the key factors they use to determine who sees your content and why. If your video aligns with what viewers are actively searching for, engaging with, or spending time on, it's more likely to get surfaced and shared. But if your content is unclear, then it will likely not reach your intended audience.

Your video should have a simple goal. What do you want your audience to feel, learn, or do after watching it? Write it down in one sentence. This becomes your creative north star. Whether you’re making a full production or a simple clip for social media, the purpose of your video matters.

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Plan Ahead

Once you know your purpose in creating the video, you need to make a plan. Don’t wing it, but follow these simple steps to prepare for a great video shoot.

Outline the Story Structure

You don’t need a full script, but you do need a flow. Try this simple format:

• Hook – Grab attention in the first 3–5 seconds.
• Main Content – Deliver the heart of the message.
• Call to Action – Encourage the viewer to take the next step (subscribe, learn more, contact, share, etc.).
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Some videos call for a full script, but don’t go into a video shoot without at least these three components to make a compelling story out of your video.

Create a Shot List

Once you have your story structure, try working on a simple shot list. Think visually and write down what you want to show, what B-roll you will need, and what will add visual context.

Scout Your Location

Look for:
• Quiet backgrounds (avoid distracting noise)
• Clean, clutter-free visuals
• Natural light sources (a big window is your best friend)

Compile a Gear List

Make a gear list to help you keep your shoot on track by having everything you need on hand. Items may include:

• A smartphone or basic camera with HD video
• A tripod or gimbal for stability
• External microphone for better audio
• Ring light or soft light for indoor shooting

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Capture and Keep What Matters

Once you’ve prepared, now it’s time to shoot. Shooting video isn’t just about recording what’s in front of you; it’s about storytelling. And storytelling is often found in the small moments, the reactions, and the details. Don’t just film your subject talking. Show them working, laughing, walking, and interacting with others. Include wide shots that give context, and close-ups that highlight emotion or craftsmanship. This variety keeps your video dynamic and helps your audience connect on a deeper level.

Think about the kinds of moments that tell the truth of what’s happening. If you’re showcasing a product, don’t just show it sitting on a table; show it in use. If you’re filming a testimonial, don’t just let the subject sit still in a chair; show them in their environment, engaging naturally. Candid footage often speaks louder than scripted lines. Behind-the-scenes shots, spontaneous reactions, and authentic expressions all help your video feel more human. And humans connect with humans, far more than with perfect camera angles or flashy effects.

Making Edits

Editing is where your video truly comes to life, but it doesn’t have to be complicated. No matter which editing tool you use, the editing process should support the message, not distract from it.

Editing Tips:

• Trim the fat: Cut long pauses, repetition, and tangents.
• Use subtitles: Many people watch videos without sound.
• Add background music: Light instrumental music can improve pacing and mood. Be sure it doesn’t distract from your voice.
• Keep it short and focused: The most watched videos get to the point quickly.

Creating captivating senior living videos doesn’t require expensive equipment or a full production team, just clarity, intention, and a few thoughtful techniques. By starting with a clear purpose, planning your shots in advance, and capturing authentic, engaging moments, you can produce videos that resonate with your audience and elevate your community’s brand. Need some help? Contact Solinity Marketing to get a team of experts on your side to help bring your vision to life.

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