I love using video for marketing purposes – and today’s apps make producing video content easier than ever. Better yet, there’s a place for all types of videos – highly produced, live streamed and long or short form.
Whatever tips or techniques you use for video production, your efforts can pay off in a big way. A whopping 88% of marketers see a positive ROI from videos – a number that is hard to find with any other medium.
Below I share some of the most effective video production tips to help you dive into the world of video marketing.
Table of contents
Understand the different types of marketing videos
Before I continue, I want to address the elephant in the room.
The latest video marketing statistics can be found here.
Short videos have become increasingly popular with the rise of TikTok, Reels on Facebook and Instagram, and YouTube Shorts. These tend to be low on production scale and produce a more realistic effect.
Best of all? They can be edited quickly and easily using AI-enabled tools like Clip creator.
However, not all short videos are minimally edited. Commercials, B2B videos, and other types of short-form content (under 5 minutes) are often heavily produced.
Long videos They tend to go into greater detail and share extensive information, and these can also be highly produced or minimally edited. Additionally, these longer videos can be tailored into short content that people are more likely to watch.
Live stream videos can be either short or long form and can take on different formats depending on the platform: stream of consciousness, ask-me-anything, or highly organized.
I like live streams the best because they help you get to know the person(s) behind the brand and get a real feel for who they are and what they stand for.
Why is video type important for video production?
Knowing what type of video you want to create will make it easier for you to identify which video production tips will be most effective – and helpful – for your needs.
With that in mind, before planning your marketing video shoot, I recommend you take some time to figure out what type of video you’re creating, where you want to release it, and what your audience expects.
16 video production tips for your next marketing video
Most smartphones and web cameras now make video production more accessible than ever – and 91% of companies use video in their marketing.
This means there is space for all types of video content. While big budgets still have their place in video marketing, it is no longer a barrier to entry.
Whether you turn to a professional, handle your recordings in-house, or shoot yourself, keep these video production tips in mind and see which ones are most relevant to your needs. I’ve broken them down into tips and techniques for pre-production, production and editing.
Video pre-production tips
Be prepared and organized for your video shoots. If you show up to your photoshoot – wherever it is – disorganized and decide to “overdo it,” your final product will look unprofessional and sloppy.
This even applies to live-streamed “Ask Me Anything” videos. Although you can often test and play around with ideas, it’s best to at least have a list of talking points so you don’t end up rambling.
By taking even a short time to prepare, it’s easier to focus your efforts on directing your actors (or yourself) rather than worrying about last-minute logistics.
Time is of the essence. So don’t waste hours trying to figure out what angle you want or what line needs to be delivered next. Know exactly what you want before the day of filming 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, behave persona and keyword research, find out what types of video content are popular and successful in your industry, and double-check if another brand hasn’t already covered the exact same aspect.
2. Plan it.
While a plan is ideal for any type of video, it’s an absolute must for highly produced branded videos. Write a script, storyboard, and create a shot list before you begin filming.
Plan your B-roll shots so you have additional footage when editing (more on this below). If you think writing a video script is the same as writing a blog post, think again. Check out our advice here.
However, if you’re stressed about the idea of creating a script, AI makes it easier than ever. I’ve often used ChatGPT to create video scripts for Facebook ads, podcast episodes, and yes, even my live streaming videos.
3. Be selective when choosing video topics.
Involve others in your video?
When recruiting talent, set high standards for casting your projects. Choose someone who can deliver dialogue naturally, memorize lines, and isn’t stiff in front of the camera. If possible, schedule time for a few runs through to clear up any mispronunciations or giggles.
If you invite people from your team or other colleagues, make sure they understand your goals and what you expect from them. This might mean sharing talking points, sample questions, or a script to help them prepare.
However, if you’re making a video featuring clients or client success stories, take plenty of time in advance to prepare them so you can make the most of your time with them.
4. Look at the set carefully.
The post-pandemic years have dramatically changed people’s expectations of what is professional and what constitutes a believable set.
This was changing even before the pandemic – keep that in mind BBC presenter whose daughter strolled in during an interview around 2017?
This has become increasingly common in recent years – and with TikTok, any location can now be your stage.
No matter what type of video you’re making (unless it’s satire), don’t try to deceive your audience by “disguising” your office to simulate a different location. Choose your location and own it.
Do you want to show up in different places? Make sure you do that. Shoot your video projects in locations other than your office – against backgrounds that are structured and interesting, but also those that are not to busy.
Video production tips
You can always post-process your footage if you edit it afterwards. However, remember that processing takes time.
If you can make everything look as perfect as possible while filming, you’ll save 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. Find out how to do it below.
5. Pay attention to the sound quality.
Don’t give the impression of an amateur with poor sound recording quality. Use lapel or lavalier microphones—both hands-free microphones—when recording sit-down interviews, or use mic and boom configurations for larger recordings.
With yours Webcam? Some have built-in noise cancellation features, but I’ve found external podcast microphones work well the Blue Yeti (my personal favorite) captures the best possible sound quality.
If you are filming a video with a smartphone, you can purchase microphones that fit into the smartphone Phone headphone input to improve sound quality quickly and easily.
6. Set up lights.
You don’t want your footage to be under or over exposed. Therefore, set up lights and eliminate unwanted shadows. I found it Ring lights to be fantastic options – just pay attention to the reflection in your glasses.
In a perfect world, three-point lighting is best for illuminating video subjects from different angles. Check out this video for DIY lighting instructions:
7. Use a tripod.
Use a tripod to keep your video stable – and not wobble, which it most certainly will if you hold it yourself. Get one standing tripod or a Table tripod for more precise recordings to make your video look professional.
8. Concentrate.
Make sure the camera is in focus – and then lock the exposure to keep it sharp.
Most smartphones and modern webcams do this automatically, but it’s worth making sure the video quality is up to scratch. Be sure to take shots White balance to keep the lighting neutral and even.
9. Follow the rule of thirds.
The Rule of thirds To do this, you need to divide your shot into thirds horizontally and vertically and frame your subject off-center. It creates movement and life in your shot in a way that a straight, centered shot does not.
Here’s an example: Try filming people in one of the side panels of the shared image, like this:
Video editing tips
Make sure your content is notable 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. Therefore, make sure that the beginning of your video is engaging, informative and relevant to the viewer and that they understand the message clearly.
What does this look like in action?
For example, if you use a platform like YouTube, you want an eye-catching intro screen that will attract your audience.
Do you rely on the video content? Choose an interesting opener to start with and then dive into your video content.
10. Tailor the flow of the video to the emotional response you want to elicit from viewers.
The tone, structure, and pace of your video have a big impact on its effectiveness and emotional impact on your audience.
Tell a compelling story – create tension and drama by arranging shots according to your storyboard and script.
However, I want to remind you that, like all marketing, your video content is not about you or what is interesting to you. It’s about what is interesting, thought-provoking or compelling to your audience.
Focus on their needs and expectations first.
11. Use B-roll.
Overlay your cuts with B-roll footage that complements the narrative. B-roll and other archival footage can be found on sites like Viceedy if you didn’t film it yourself.
To ensure video consistency, it is best to shoot all shots in the same setting. I recommend taking the extra time to go back and shoot more B-roll if necessary.
12. Use background soundtracks.
Light background music can cover any ambient noise and add tone and emotion to your video that words and images otherwise cannot.
You can find royalty-free stock soundtracks that you are allowed to use on sites like AudioMicro – Make sure you don’t use licensed songs. Otherwise, your video could be removed.
13. Optimize teletext.
Keep the style of your copy and titles simple, elegant and sharp.
Choose a clear and bold font, keep the words on your video screen to a minimum, and use text animations to engage the viewer with new additions to the video they are watching.
14. Remember to use transcripts and captions.
While closed captions are helpful during videos, transcripts are extremely useful for long videos like workshops and lectures. They are closely related and should be considered for several reasons:
- Accessibility. If your audience has an audio disability, transcripts and closed captions can help them better perceive your content. It can also help people who speak another language understand or translate your message.
- comfort. If you want to get people to scroll more slowly on social media, whether at work or in situations where they don’t want to turn up the volume, adding captions can make it easier to understand who you are.
- SEO. Including transcripts and captions can improve your SEO performance.
Scripted videos are simple – your transcript is integrated into the video production process.
Don’t have a script video? The good news is that with AI, most cloud-based video production services will automatically transcribe your content.
If not, it’s easy to embed your marketing video into an online tool and create a transcript. Even if it’s not perfect, it gives you something to work with.
Pro tip: I like to use transcripts as editing tools, especially for videos with lower production values. I tested it CapCut, loomAnd Clip Creator from HubSpotthat make video editing with AI child’s play.
Editing videos is now as easy as highlighting the transcript you want to cut and clicking “Delete.” Obviously this isn’t the best solution for videos with high production values, but it works great for more casual videos that are popular.
15. Don’t worry about going viral.
Sure, viral means your video gets more attention. But just because a video goes viral doesn’t necessarily lead to big sales. First, focus on creating content that resonates with your audience.
16. Optimize your video for the platform.
When editing, pay attention to where your video is located.
Is it for your website, YouTube or Facebook?
Each platform has different specifications – for example on Facebook, where 85% of viewers If you watch videos without the volume turned on, consider using closed captions so people can follow along even without the sound.
YouTube videos only count views when someone pays attention to them 30 seconds or moreTherefore, make sure the first 30 seconds are as interesting and eye-catching as possible.
Ready on set?
Now that you have all of these video production techniques at your disposal, it’s time to put them into action.
Whether you’re creating highly productive content or more casual short-form or live stream videos, a little preparation goes a long way when it comes to creating effective marketing videos.
Now is your chance to dive in!
Editor’s Note: This post was originally published in November 2011 and has been updated for relevance, accuracy and completeness.