Tips to Shoot and Market Excellent videos for your Brand

As you probably know by now, video is all the rage in today’s world. If you want to get mileage online, you need to create excellent video content that gains traction. As a budding business, you need to have a solid video marketing strategy to increase your traffic, engagement, leads, and conversions. Vidyard can help you get started.

You can experiment with different video types and lengths, depending on your objective and target audience. For instance, you may want to stick to 60-second, straightforward videos for Instagram and Facebook. You can upload longer videos on YouTube and repurpose them for other platforms.

There are several ideas for video content that you can experiment with before you determine what works best. Here are a few examples:

  • Interviews
  • Testimonials
  • Tutorials
  • Unboxing
  • Brand updates
  • FAQs
  • Event footage
  • Behind-the-scenes footage

You will have to set your goals, identify your target audience, study your competitors, and experiment with different types of video content before you find what works best. Additionally, you will want to reply to comments and ask for feedback to refine your video marketing strategy.


How do you create excellent videos?

Stellar video creation is a combination of various steps, tips, and tricks. However, the primary things to keep in mind are as follows:

Invest in quality equipment

If you want to create high-quality videos, you will need high-quality equipment. Consider investing in an excellent DSLR camera or a phone that has a fantastic camera. Besides this, you will need to get a tripod or gimbal to ensure your footage is not shaky. You will also need to invest in an external audio recorder to capture high-quality audio and synchronize it with your raw footage on your free video editing software.

Make sure you shoot in natural light

You need to have ample amounts of natural light as you shoot your videos. If you are shooting indoors, you will have to film by the windows to get a decent amount of light. If required, you can use a lighting kit and supplement the natural light you have.

Stay away from unnecessary Zooms and Pans

As you shoot, you will want to avoid zooming in on just about every shot. This is especially true when you want to record a ‘happening’ scene. Zooming in for no apparent reason, will distract the viewer from the crux of the scene. In other words, you will have to zoom and pan sparingly. Be sure to use these techniques only when required and follow the ‘Less is more’ rule for the most part.

What should you keep in mind to get the best results from your videos?

Merely shooting a video with quality production will not get you the reach and online presence you want. Here are a few essential tips you should follow to make videos that gain traction:

Set goals and identify your target audience

Nothing precedes this step. You cannot make any progress without defining your goals and finding your target audience because these two factors determine the type of content you will have to produce. There are primarily three stages in the marketing funnel – awareness, consideration, and decision. You will have to make a video for each stage to make the best impact.

After you define your goals, you need to figure out –

  • Who benefits from your product or service
  • Why they will purchase it
  • What you want to get out of it

Creating content becomes a streamlined process once you have the answers to all three questions.

Tell excellent stories

Excellent stories are critical to gaining traction online. There are millions of videos with facts and stats. If you want to stand out, you need to tell stories that evoke emotion, which is probably why this part of video creation is the most challenging and rewarding.

Start with a structure that defines the goal of the video, the introduction, a character that your audience relates to, conflict, how your product can solve your viewer’s problem, and a resolution. Videos that get shared on social media platforms reek of emotion. If you can create videos that engage the viewer’s emotions and educate them simultaneously, you can expect it to gain traction sooner or later. Also, make sure your videos are in alignment with your brand’s mission.

You need to stick to a schedule

Getting things done on time is impossible with a defined schedule. Make sure you fix your schedule and deadlines, and everyone follows them. Introducing a schedule creates accountability. Holding everybody accountable will help get work done quickly.

In your schedule, you need to draw timelines for each aspect of the video creation and production process. You need to have separate timelines for production, distribution, etc. This way, you know how much work you have, how much is done, and how much you have left, making the entire process clear to everybody.

Fix a budget

Video creation and production cost money. You need to define your expenses and budget well in advance to avoid causing any hindrance to your video production. Aside from spending on equipment, the filming location, the crew members, etc., you also need to set aside money for services like scripting, video editing, audio mixing and mastering, distribution licenses for various platforms, and so on. Also, make sure you have more money than required because that extra money will come in handy if you have unprecedented situations.

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