Docuo

6 Steps to Creating
Winning Marketing Videos

Image of DSLR Camera being used in Videography Workshops in Brisbane

So you want to start creating video content for your marketing strategy? Awesome! But where do you even begin? Well, in this blog post we’ll talk about the best practices when it comes to preparing to shoot your videos and what you need. It’s not as difficult as it seems, once you know-how!

Table of Contents

Think before you film, you'll save hundreds of hours if you know what you need to shoot

When it comes to filming videos for your company, you’ll want them to look professional. You don’t need an expensive camera, but you do want to invest in a sturdy tripod, good lighting, and sound (more on this later).

Although there is still some work to be done, camera technology has come a long way in recent years. It’s quite simple to use a relatively inexpensive Mirrorless or DSLR camera and capture excellent video these days.

A fundamental step to take before you start filming a video is to know exactly why you are creating it, what it is about, and who it is targeted towards.

You must be able to answer the following two questions:

What do you want to achieve by making the video and who is the target market? It’s important to get these requirements clear in your mind before you start filming.

Who is this video for?

You need to make sure that your content is engaging enough for people on the other side of a screen. But who are these people?

You need to clearly define a group of people that you believe are interested in this video and why they are interested. Once you know who they are, a good rule of thumb is to answer a question they have, in a way that appeals to them.

What are your goals?

What is your business trying to achieve?

Are you looking for brand awareness and recognition through video marketing, sales conversions with product videos or informational videos in order to help educate potential customers on how they work? It’s important that this is very clear before filming begins.

There’s little point in making a marketing video to promote a product that doesn’t mention the product. So keep focused on the goal at all times – What do I want or need to achieve with this video?

What gear you'll need

Analyze how other businesses have marketed videos to the same type of people, to make sure your company doesn’t fall behind; study the quality of rivals’ videos; make sure you are different enough in your concept and vision to stand out among the competition.

Your goal should be to match or exceed the quality level your competitors have – so you’re equipment will be informed by this need.

The bare minimum for video quality is a camera that records HD Video (1080p 24 fps) and has a recording bitrate of 25 Mbps.

Ideally, your camera will be able to record in 4K UHD (2160p 24 fps) and has a recording bitrate of 100 Mbps but don’t get too caught up in specifications, as the most important component to a successful video will be story.

What is story?

A story is the narrative of someone’s experience or event.

It has a beginning, middle, and end.

A good example of this is when you think about your last holiday or vacation memories – What were they? How did you feel? Who was there? These are all questions that help to build up our memory.

The best way to create a successful video is by having a compelling storyline that your audience will want to watch, listen to and engage with.

Write a brief draft or script that hits each point you need to, make sure everything is in natural language and easy to understand for your audience.

Lighting (The Secret Sauce to Professional Quality)

Good lighting is the difference between a well-exposed video and one that’s too dark to see what’s going on.

For shooting crisp, clear videos it’s essential you have proper lighting. This can be an expensive part of filming, at the very least you will need a reliable lighting kit.

These vary in price and quality, but you can usually get a decent lighting kit from a local camera store. You want something that is easy to set up, portable and allow you to adjust lighting quickly as your shoot progresses.

Lighting will give you the most control over how your videos look; no matter what type of business or campaign you’re working on. Lighting is usually the difference between a professional film and an amateur video.

Always film with your camera on a stable platform, a sturdy tripod will make sure your footage isn't shaky and distracting (unless you want shaky hand-held footage.)

Editing your video

Although you may be tempted to just record your video and upload it as is without any editing, this will often lead to a very poor experience for the viewer.

Videos need to be edited in order for them to flow, look professional and make sense. The editing process is where you can really have fun, it’s also the most important part of your video.

It’s how you elevate a potentially boring video into something that people want to watch and share with their friends.

When working on an edit, put yourself in the shoes of your audience – What are they expecting to see? How can you tell your story visually using the footage you’ve taken.

Remember that every second counts, so don’t drag on any scene just for the sake of it – Make sure each part has a clear purpose and is building up to something bigger than itself.

The length of time should reflect what kind of video you’re producing and what message you want to convey.

The best way to edit is by cutting out unnecessary parts that don’t add anything to the story and tighten up your video by getting rid of any extra, unnecessary footage.

Once this is done (you can also add some music/sound effects.) Be careful with your musical choice, if it is irritating to the audience you will lose them.

Publishing your video

Whichever platform you use, make sure you in SEO best practices for you video. Include your keyword phrases in the title, add a meta description, and include a transcription (closed captions) at the bare minimum.
Jason

Jason

I am a filmmaker, producer and director of documentary films. I'm passionate about communications and storytelling. I love nothing more than creating an idea and having it have an impact in the world. I've recently launched videography training workshops to help marketers to produce high-quality videos.

Need training from a professional?

Docuo helps marketers learn to shoot high quality videos through videography workshops. Learn how to shoot professional videos using a variety of cameras and equipment.