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For as long as digital marketing has been essential in every brand’s identity, businesses have been using video content as a part of their marketing strategy; and more so during these last several years, where every platform or channel has started to give more attention to videos and visual content.

Video production and marketing are central to a brand’s identity and outreach. While many prestigious brands use The Jasper Picture Company, others wish to handle video production and marketing themselves.

So if you want to dive into the world of video making and production, first, you need to know why it’s essential and how you can achieve the best, even if you don’t have the best equipment, venue, or team yet.

Why is video marketing essential for your brand?

So what is video marketing, and why does your brand need it?

Video marketing is any type of video content you use to promote your products or services, reach your audience and educate them, and increase your overall brand engagement on your digital and social mediums.

In a fast-paced digitalized world, the average person will spend more time watching videos than read any type of text or look at images.

According to a report from HubSpot Research, more than 50% of audiences want to see videos from brands more than any other type of content.

Apart from entertainment, videos can increase conversion rates on landing pages or email newsletters.

Despite getting so many of these benefits when you publish a video online, there is less competition in the market for video production, than say, writing a blog or taking photos.

That’s because so many small or even big business owners get intimidated when they first want to approach videography content creation. But it doesn’t have to be a struggle at all. All you need to know are a few tips to start you off. Once you’ve got the ball rolling, you can start to see the difference in your marketing campaigns and adjust your strategy accordingly.

Here are five tips to get you starting with your video-making journey.

1. Determine the purpose of the video

There are plenty of video types you can utilize for your content.

Demo and brand videos showcase a specific product or the overall campaign for the product.

Explainer videos show how to use the product most effectively.

Educational or how-tos are great for informing your audience and explaining how something works.

Expert interviews with industry leaders help you build authenticity and trust with your audience and can be beneficial discussions for your viewers.  

There are many other types of video content you can use; the first step is to know what the purpose of that video is going to be.

2. Identify your target audience

It’s essential to know that when you’re putting something online promoting your brand, you’re addressing a particular group of people. If you don’t know who the video is intended for, your message will be vague and diluted.

You can’t possibly address all the people in the world with one video, so take the time to analyze with your team who you’re doing this for and ensure that every member knows the main goal and purpose of the video.

3. Plan the outline of your video

Ask yourself these questions;

•  What kind of creative requirements or talents will we need?

•  How much time will the project take?

•   What’s the budget?

• On which platform is the video going live?

And so on.

Try to figure out the details as soon as possible to get started with the tasks or assign them to respective team members.

4. Script your video

Most business videos need a script. You can’t expect a successful marketing video if you want t go off-script. If you do, you’ll end up making more mistakes and with much more footage than you originally expected. 

One of the many common practices in scriptwriting for videos is to use a table with 2 columns. You can write audio scripts on one side and corresponding visual cues on the other. 

Words can sound much different written than when they’re read, so plan to have a table read or read them aloud if you can to make sure the tone and the message of the script are to your liking.

5. Choose the right tools and background

The most intimidating part of video production that scares people from making video content is figuring out what equipment to use and whether they will afford high-end tools. 

The good news is that not everyone has a professional camera, microphone, or lighting tools laying around for the start, but they’re still working with the best they have and publishing awesome content.

 One of the best options is to try an iPhone video kit to record professional videos for your business without expensive cameras or microphones. 

After you’ve got the equipment down, you can start to plan your background. 

Depending on the type of video, you can use natural backgrounds or green screens. If the backdrop doesn’t suit what the message in the video is, it can be off-putting to the audience. 

After Recording and Editing

With the hard part out of the way, you can put your video out for the world to enjoy. Take notes on what works and what doesn’t, and try to amend it every time you make a new video.