I love using videos for marketing \u2014 and today\u2019s apps make producing video content easier than ever. Better yet, there\u2019s a place for all types of video \u2014 highly-produced, live-streamed, and long- or short-form.<\/p>\n\n
Whatever video production tips or techniques you use, your efforts can pay off in a big way. A whopping 88% of marketers<\/a> share a positive ROI with video \u2014 a number that\u2019s practically unheard of with just about any other medium.<\/p>\n <\/a><\/p>\n I\u2019m sharing some of the most effective video production tips below to help you dive into the world of video marketing<\/a>.<\/p>\n Table of Contents<\/strong><\/p>\n Understanding the Different Types of Marketing Videos<\/a> <\/a> <\/p>\n Before I go any further, I want to address the elephant in the room.<\/p>\n Video consumption has changed drastically<\/a> over the last several years, as have consumer expectations of production quality and video format.<\/em><\/p>\n You can check out the latest stats on video marketing<\/a> here.<\/p>\n Short-form videos <\/strong>have become increasingly popular with the rise of TikTok, Reels on Facebook and Instagram, and YouTube Shorts. These tend to be low on the production scale and create a more real-life effect.<\/p>\n Best of all? They can be edited quickly and easily with AI-enabled tools like Clip Creator<\/a>.<\/p>\n That said, not all short-form videos are minimally edited. Commercials, B2B videos, and other types of short-form content (under 5 minutes) are often highly produced.<\/p>\n Long-form videos<\/strong> tend to go into more detail, sharing in-depth information, and these can be highly produced or minimally edited as well. What\u2019s more, these longer videos can be cropped into short-form content that people are more likely to watch.<\/p>\n Live stream videos<\/strong> can be either short- or long-form, and depending on the platform, they can take a variety of different formats: stream-of-consciousness, ask-me-anything, or highly organized.<\/p>\n Live streams are my favorite because they help you get to know the person or people behind the brand and get a real sense of who they are and what they stand for.<\/p>\n Why does video type matter for video production?<\/p>\n When you know what type of video you\u2019re going to create, it\u2019s easier to identify which video production tips are most effective \u2014 and helpful \u2014 for your needs.<\/p>\n With that in mind, before you start planning your marketing video shoot, I recommend taking some time to identify the type of video you\u2019re creating, where you\u2019re going to publish it, and what your audience expects.<\/p>\n <\/a> <\/p>\n Most smartphones and web cameras today make video production more accessible than ever \u2014 and 91% of businesses use video<\/a> in their marketing.<\/p>\n This means that there\u2019s room for all types of video content. And while big budgets still have a place in video marketing, it\u2019s no longer a barrier to entry.<\/p>\n However, whether you\u2019re going to a pro, handling your shoot in-house, or DIYing it, take note of these video production tips and identify which are most relevant to your needs. I\u2019ve broken them out into tips and techniques for pre-production, production, and editing.<\/p>\n\n Be well-prepared and organized for your video shoots. If you show up to your shoot \u2014 wherever it is \u2014 unorganized and decide to \u201cwing it,\u201d your final product will look unprofessional and sloppy.<\/p>\n This is true even of live-streamed ask-me-anything videos<\/em>. While you can often test ideas and play around, it\u2019s best to \u2014 at a minimum \u2014 have a list of talking points so you don\u2019t end up rambling.<\/p>\n By taking even a short time to prepare yourself, it\u2019s easier to focus your efforts on directing your actors (or yourself) rather than figuring out last-minute logistics.<\/p>\n Time is of the essence, so don\u2019t waste hours trying to figure out which angle you want or what line needs to be delivered next. Know exactly what you want before the day you film by following the steps below.<\/p>\n The concept for your video project should be original and creative. Don\u2019t take the easy route and copy someone else\u2019s idea.<\/p>\n Instead, conduct persona<\/a> and keyword research, find out which types of video content are popular and successful in your industry, and double-check to make sure another brand hasn’t covered the exact same angle already.<\/p>\n While a plan is ideal for any type of video, it\u2019s an absolute must for highly-produced brand videos. Write a script, draw out a storyboard, and create a shot list before you start filming.<\/p>\n Plan your B-roll shots, so you have extra footage when it comes time for editing (more on that below). If you think writing a video script is the same as writing a blog post \u2014 think again. Check out our advice here<\/a>.<\/p>\n But, if you find yourself stressed out with the idea of creating a script, AI is making it easier than ever. I\u2019ve used ChatGPT often to create video scripts for Facebook ads, podcast episodes, and, yes, even my live-streamed videos.<\/p>\n Bringing others into your video?<\/p>\n If you\u2019re bringing in talent, set high standards when casting actors for your projects. Pick someone who can deliver dialogue naturally, who can memorize lines, and who isn’t stiff in front of the camera. If possible, plan time for a few run-throughs to work out any mispronunciations or giggles.<\/p>\n If you\u2019re inviting people on your team or other colleagues, make sure they understand your goals and know what you expect from them. That might mean sharing talking points, sample questions, or a script to help them prepare.<\/p>\n Then again, if you\u2019re shooting a video with clients or customer success stories, spend plenty of time in advance prepping them so you can get the most out of your time with them.<\/p>\n The post-pandemic years have dramatically changed people\u2019s expectations of what\u2019s professional and what constitutes a believable set.<\/p>\n That was even changing pre-pandemic \u2014 remember the BBC anchor whose daughter sauntered in during an interview<\/a> circa 2017?<\/p>\n That only became more commonplace in recent years \u2014 and with TikTok, any location can now be your stage.<\/p>\n That said, regardless of what type of video you\u2019re shooting (unless it\u2019s satire), don\u2019t try to fool your audience by \u201cset dressing\u201d your office to simulate another location. Choose your location and own it.<\/p>\n Want to show up in different places? Make sure you do that. Shoot your video projects in locations other than your office \u2014 in front of textured and interesting backdrops, but ones that also aren’t too<\/em> busy.<\/p>\n You can always touch up your footage when you edit afterward, but remember that editing takes time.<\/p>\n If you can make everything look as close to perfect as possible during filming, you’ll save yourself a lot of valuable time in post-production.<\/p>\n If you shoot a scene and it doesn\u2019t come out great, learn from what went wrong the first time and shoot it again. Below lays out how to do it.<\/p>\n Don\u2019t come off as an amateur with poor sound recording quality. Use lapel or lavaliere microphones \u2014 both of which are hands-free \u2014 when shooting sit-down interviews, or use microphone and boom setups for bigger shots.<\/p>\n Using your webcam<\/a>? Some have built-in noise-canceling features, but I\u2019ve found that external podcast microphones like the Blue Yeti<\/a> (my personal favorite) capture the best possible sound quality.<\/p>\n If you’re filming a video with a smartphone, you can purchase microphones that fit into the phone’s headphone input<\/a> to quickly and easily improve sound quality.<\/p>\n You don\u2019t want your footage to be under or over-exposed, so set up lights and eliminate any unwanted shadows. I\u2019ve found ring lights<\/a> to be fantastic options \u2014 just be mindful of the reflection in your glasses.<\/p>\n In a perfect world, a three-point lighting setup is best to illuminate video subjects from a variety of angles. Check out this video for a DIY guide to lighting:<\/p>\n Use a tripod to keep your video stable \u2014 and not wobbly, as it most certainly will be if you hold it yourself. Get a standing tripod<\/a> or a tabletop tripod<\/a> for tighter shots to keep your video looking professional.<\/p>\n Make sure the camera is in focus \u2014 and then lock the exposure so it stays in focus.<\/p>\n Most smartphones and modern webcams do this automatically, but it\u2019s worth your time to make sure your video quality is up to snuff. Be mindful of keeping shots white balanced<\/a> to keep lighting neutral and even, too.<\/p>\n The rule of thirds<\/a> involves splitting up your shot into thirds, horizontally and vertically, and framing your subject off-center. It creates movement and life in your shot the way a straight-on, centered shot won\u2019t.<\/p>\n Here’s an example \u2014 try to film individuals in one of the side panels of the divided frame, like so:<\/p>\n\n Make sure your content is remarkable and tailored to your target audience. Edit your video so that it gets to the point and doesn\u2019t drag on.<\/p>\n Remember, you don\u2018t have long to capture (and hold) your viewer\u2019s attention, so make sure that the beginning of your video is engaging, informative, and relevant to the viewer and that she\u2019ll clearly understand the message.<\/p>\n What does that look like in action?<\/p>\n For example, if you\u2019re using a platform like YouTube, you\u2019ll want an eye-catching intro screen that draws your audience in.<\/p>\n Relying on the video content? Choose an interesting hook to kick things off, and then dive into your video content.<\/p>\n The tone, structure, and pacing of your video have a major influence on its effectiveness and the emotional impact on your audience.<\/p>\n Tell a compelling story \u2014 build tension and drama by arranging shots according to your storyboard and script.<\/p>\n However, I\u2019d caution you to remember that, like all marketing, your video content isn\u2019t about you or what\u2019s interesting to you. It\u2019s about what\u2019s interesting, thought-provoking, or engaging for your audience.<\/p>\n Focus on their needs and expectations first.<\/p>\n Cover up your cuts with B-roll footage that complements the narration. You can find B-roll and other stock footage on sites like Vizeedy<\/a> if you didn\u2018t film it yourself.<\/p>\n It\u2019s best to keep your shots all in the same setting to maintain the video’s consistency. I recommend taking the extra time to go back and film more B-roll if you need it.<\/p>\n Light background music can cover any ambient sound and provide tone and emotion to your video that words and images otherwise can\u2018t.<\/p>\n You can find royalty-free stock soundtracks that you\u2019re allowed to use on sites like AudioMicro<\/a> \u2014 make sure you’re not using songs that are licensed, or else it could result in your video getting taken down.<\/p>\n Keep the style of your text and titles simple, classy, and sharp.<\/p>\n Choose a clear and bold font, keep words on your video screen to a minimum, and use text animations to keep the viewer engaged with new additions to the video they watch.<\/p>\n Where captions are helpful during the video, transcripts are highly beneficial for long-form videos like workshops and lectures. They\u2019re closely related and should be considered for a number of reasons:<\/p>\n Accessibility.<\/strong> If your audience has an audio impairment, including transcripts and captions helps them experience your content. It can also help people who speak a different language consume or translate your message. <\/p>\n Convenience<\/strong>. If you\u2019re trying to get people to slow their scroll on social media, whether at work or in situations where they don\u2019t want the volume on, including captions makes it easier for them to understand you. <\/p>\n SEO.<\/strong> Including transcripts and captions can improve your SEO performance. <\/p>\n Scripted videos are easy \u2014 your transcript is baked into the video production process.<\/p>\n Don\u2019t have a scripted video? The good news is that with AI, most cloud-based video production services automatically transcribe your content.<\/p>\n If not, it\u2019s quite easy to plug your marketing video into an online tool and produce a transcript. Even if it\u2019s not perfect, it gives you something to edit.<\/p>\n Pro tip<\/strong>: Particularly for videos with lower production value, I love using transcripts as editing tools. I\u2019ve tested CapCut<\/a>, Loom<\/a>, and HubSpot\u2019s Clip Creator<\/a>, which make video editing a breeze with AI.<\/p>\n Editing videos is now as easy as highlighting the transcript you want to crop out and clicking delete. Obviously, this isn\u2019t the best solution for high-production-value videos, but it\u2019s great for the more casual videos that are popular.<\/p>\n Sure, viral means more eyes on your video. However, just because a video goes viral doesn\u2019t necessarily translate into huge sales. Focus on creating content that resonates with your audience first.<\/p>\n Be mindful of where your video will exist while you’re editing.<\/p>\n Is it for your website, YouTube, or Facebook?<\/p>\n Each platform has different specifications \u2014 for example, on Facebook, where 85% of viewers<\/a> watch videos without the volume turned on, you\u2018ll want to use captions, so people can follow along without the sound.<\/p>\n YouTube videos don\u2019t count views until someone watches for 30 seconds or more<\/a>, so make sure the first 30 seconds are as interesting and eye-catching as possible.<\/p>\n
\n 16 Video Production Tips for Your Next Marketing Video<\/a> <\/p>\nUnderstanding the Different Types of Marketing Videos<\/strong><\/h2>\n
16 Video Production Tips for Your Next Marketing Video<\/strong><\/h2>\n
Video Pre-Production Tips<\/strong><\/h3>\n
1. Be original.<\/strong><\/h4>\n
2. Plan it out.<\/strong><\/h4>\n
3. Be selective when choosing video subjects.<\/strong><\/h4>\n
4. Carefully consider the set.<\/strong><\/h4>\n
Video Production Tips<\/strong><\/h3>\n
5. Be cognizant of sound quality.<\/strong><\/h4>\n
6. Set up lights.<\/strong><\/h4>\n
7. Use a tripod.<\/strong><\/h4>\n
8. Focus.<\/strong><\/h4>\n
9. Obey the rule of thirds.<\/strong><\/h4>\n
Video Editing Tips<\/strong><\/h3>\n
10. Align the flow of the video with the emotional response you want to evoke in viewers.<\/strong><\/h4>\n
11. Leverage B-roll.<\/strong><\/h4>\n
12. Use background soundtracks.<\/strong><\/h4>\n
13. Optimize video text.<\/strong><\/h4>\n
14. Remember to use transcripts and captions.<\/strong><\/h4>\n
15. Don\u2019t stress about going viral.<\/strong><\/h4>\n
16. Optimize your video for the platform.<\/strong><\/h4>\n