I love using videos for marketing — and today’s apps make producing video content easier than ever. Better yet, there’s a place for all types of video — highly-produced, live-streamed, and long- or short-form.
Whatever video production tips or techniques you use, your efforts can pay off in a big way. A whopping 88% of marketers share a positive ROI with video — a number that’s practically unheard of with just about any other medium.
I’m sharing some of the most effective video production tips below to help you dive into the world of video marketing.
Table of Contents
Understanding the Different Types of Marketing Videos
Before I go any further, I want to address the elephant in the room.
Video consumption has changed drastically over the last several years, as have consumer expectations of production quality and video format.
You can check out the latest stats on video marketing here.
Short-form videos 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.
Best of all? They can be edited quickly and easily with AI-enabled tools like Clip Creator.
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.
Long-form videos tend to go into more detail, sharing in-depth information, and these can be highly produced or minimally edited as well. What’s more, these longer videos can be cropped into short-form content that people are more likely to watch.
Live stream videos 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.
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.
Why does video type matter for video production?
When you know what type of video you’re going to create, it’s easier to identify which video production tips are most effective — and helpful — for your needs.
With that in mind, before you start planning your marketing video shoot, I recommend taking some time to identify the type of video you’re creating, where you’re going to publish it, and what your audience expects.
16 Video Production Tips for Your Next Marketing Video
Most smartphones and web cameras today make video production more accessible than ever — and 91% of businesses use video in their marketing.
This means that there’s room for all types of video content. And while big budgets still have a place in video marketing, it’s no longer a barrier to entry.
However, whether you’re 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’ve broken them out into tips and techniques for pre-production, production, and editing.
Video Pre-Production Tips
Be well-prepared and organized for your video shoots. If you show up to your shoot — wherever it is — unorganized and decide to “wing it,” your final product will look unprofessional and sloppy.
This is true even of live-streamed ask-me-anything videos. While you can often test ideas and play around, it’s best to — at a minimum — have a list of talking points so you don’t end up rambling.
By taking even a short time to prepare yourself, it’s easier to focus your efforts on directing your actors (or yourself) rather than figuring out last-minute logistics.
Time is of the essence, so don’t 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.
1. Be original.
The concept for your video project should be original and creative. Don’t take the easy route and copy someone else’s idea.
Instead, conduct persona 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.
2. Plan it out.
While a plan is ideal for any type of video, it’s an absolute must for highly-produced brand videos. Write a script, draw out a storyboard, and create a shot list before you start filming.
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 — think again. Check out our advice here.
But, if you find yourself stressed out with the idea of creating a script, AI is making it easier than ever. I’ve used ChatGPT often to create video scripts for Facebook ads, podcast episodes, and, yes, even my live-streamed videos.
3. Be selective when choosing video subjects.
Bringing others into your video?
If you’re 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.
If you’re 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.
Then again, if you’re 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.
4. Carefully consider the set.
The post-pandemic years have dramatically changed people’s expectations of what’s professional and what constitutes a believable set.
That was even changing pre-pandemic — remember the BBC anchor whose daughter sauntered in during an interview circa 2017?
That only became more commonplace in recent years — and with TikTok, any location can now be your stage.
That said, regardless of what type of video you’re shooting (unless it’s satire), don’t try to fool your audience by “set dressing” your office to simulate another location. Choose your location and own it.
Want to show up in different places? Make sure you do that. Shoot your video projects in locations other than your office — in front of textured and interesting backdrops, but ones that also aren’t too busy.
Video Production Tips
You can always touch up your footage when you edit afterward, but remember that editing takes time.
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.
If you shoot a scene and it doesn’t come out great, learn from what went wrong the first time and shoot it again. Below lays out how to do it.
5. Be cognizant of sound quality.
Don’t come off as an amateur with poor sound recording quality. Use lapel or lavaliere microphones — both of which are hands-free — when shooting sit-down interviews, or use microphone and boom setups for bigger shots.
Using your webcam? Some have built-in noise-canceling features, but I’ve found that external podcast microphones like the Blue Yeti (my personal favorite) capture the best possible sound quality.
If you’re filming a video with a smartphone, you can purchase microphones that fit into the phone’s headphone input to quickly and easily improve sound quality.
6. Set up lights.
You don’t want your footage to be under or over-exposed, so set up lights and eliminate any unwanted shadows. I’ve found ring lights to be fantastic options — just be mindful of the reflection in your glasses.
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:
7. Use a tripod.
Use a tripod to keep your video stable — and not wobbly, as it most certainly will be if you hold it yourself. Get a standing tripod or a tabletop tripod for tighter shots to keep your video looking professional.
8. Focus.
Make sure the camera is in focus — and then lock the exposure so it stays in focus.
Most smartphones and modern webcams do this automatically, but it’s worth your time to make sure your video quality is up to snuff. Be mindful of keeping shots white balanced to keep lighting neutral and even, too.
9. Obey the rule of thirds.
The rule of thirds 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’t.
Here’s an example — try to film individuals in one of the side panels of the divided frame, like so:
Video Editing Tips
Make sure your content is remarkable and tailored to your target audience. Edit your video so that it gets to the point and doesn’t drag on.
Remember, you don‘t have long to capture (and hold) your viewer’s attention, so make sure that the beginning of your video is engaging, informative, and relevant to the viewer and that she’ll clearly understand the message.
What does that look like in action?
For example, if you’re using a platform like YouTube, you’ll want an eye-catching intro screen that draws your audience in.
Relying on the video content? Choose an interesting hook to kick things off, and then dive into your video content.
10. Align the flow of the video with the emotional response you want to evoke in viewers.
The tone, structure, and pacing of your video have a major influence on its effectiveness and the emotional impact on your audience.
Tell a compelling story — build tension and drama by arranging shots according to your storyboard and script.
However, I’d caution you to remember that, like all marketing, your video content isn’t about you or what’s interesting to you. It’s about what’s interesting, thought-provoking, or engaging for your audience.
Focus on their needs and expectations first.
11. Leverage B-roll.
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 if you didn‘t film it yourself.
It’s 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.
12. Use background soundtracks.
Light background music can cover any ambient sound and provide tone and emotion to your video that words and images otherwise can‘t.
You can find royalty-free stock soundtracks that you’re allowed to use on sites like AudioMicro — make sure you’re not using songs that are licensed, or else it could result in your video getting taken down.
13. Optimize video text.
Keep the style of your text and titles simple, classy, and sharp.
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.
14. Remember to use transcripts and captions.
Where captions are helpful during the video, transcripts are highly beneficial for long-form videos like workshops and lectures. They’re closely related and should be considered for a number of reasons:
- Accessibility. 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.
- Convenience. If you’re trying to get people to slow their scroll on social media, whether at work or in situations where they don’t want the volume on, including captions makes it easier for them to understand you.
- SEO. Including transcripts and captions can improve your SEO performance.
Scripted videos are easy — your transcript is baked into the video production process.
Don’t have a scripted video? The good news is that with AI, most cloud-based video production services automatically transcribe your content.
If not, it’s quite easy to plug your marketing video into an online tool and produce a transcript. Even if it’s not perfect, it gives you something to edit.
Pro tip: Particularly for videos with lower production value, I love using transcripts as editing tools. I’ve tested CapCut, Loom, and HubSpot’s Clip Creator, which make video editing a breeze with AI.
Editing videos is now as easy as highlighting the transcript you want to crop out and clicking delete. Obviously, this isn’t the best solution for high-production-value videos, but it’s great for the more casual videos that are popular.
15. Don’t stress about going viral.
Sure, viral means more eyes on your video. However, just because a video goes viral doesn’t necessarily translate into huge sales. Focus on creating content that resonates with your audience first.
16. Optimize your video for the platform.
Be mindful of where your video will exist while you’re editing.
Is it for your website, YouTube, or Facebook?
Each platform has different specifications — for example, on Facebook, where 85% of viewers watch videos without the volume turned on, you‘ll want to use captions, so people can follow along without the sound.
YouTube videos don’t count views until someone watches for 30 seconds or more, so make sure the first 30 seconds are as interesting and eye-catching as possible.
Ready on the set?
Now that you’ve got all these video production techniques at your disposal, it’s time to put them to use.
Whether you’re creating high-production content or a more casual short-form or live stream video, a little preparation goes a long way when it comes to creating effective marketing videos.
Now it’s your chance to dive in!
Editor’s Note: This post was originally published in November 2011 and has been updated and for freshness, accuracy, and comprehensiveness.
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