As you most likely know from stumbling across this article, video is on the rise as a way to increase sales. Around 8 in 10 people want to watch videos from brands, compared with reading or viewing pictures. It’s a staggering figure, but one you should capitalise on as someone entering the space. In this beginners guide to video marketing, we will teach you some of the better ways to spread your message. You will also learn what to include in your videos to ensure it reaches the most amount of people possible.

Ask Yourself What Are Your Video Marketing goals?

Have you set the task to reach people on your website to tell them about your product? Or, do you wish to film a video which provides value to the viewer? Once you know this then ask yourself a final question, where will the video be uploaded?

These two questions are crucial in understanding what type of video you will produce. For instance, if you are focusing your efforts to feature your video on a specific social platform, then following the ecosystem of the platform is essential. Linkedin as an example recommends posting one-minute videos which focus on a particular topic that provides value to the viewer. YouTube, on the other hand, is better suited for long-form content that tells a story and engages with the viewer.

Once you can establish these prerequisites of video marketing, then it is time to focus your attention on your or the brand’s story.

Decide What Type of Video You Want To Film

Videos come in many forms – product videos, brand videos, influencer videos, sponsored ads or even once off videos about an event or new release. All of these videos involve a different marketing approach, but all share one thing in common. That important element is the story. Without a tremendous emotive story then viewers will quickly turn off leaving with you analytics of 1-3 minute video watches.

Bring an Emotion To the Story when Creating Content for Video Marketing.

An emotive story is king. Most of your effort and time should go into writing a great script. Emotion is one of the most powerful sales tools you can include in your video. Did you know 50% more of B2B customers will buy a product if they identify an emotional value in the product? B2C is just as high, and around 20% more B2B customers are likely to purchase engaging with video content and social media channels.

It’s no wonder why big brands continue to create emotional ties with their customers through a story. Memorably tell your stories. Each video, whether stand alone or in a series, should showcase the product as either a solution or a companion. Viewers will engage with your video and form an emotional attachment, meaning they are more likely to purchase your service or product than ever before.

Film a High Production

When beginners enter the space of video marketing, it can quickly become overwhelming. The thought of cameras, lighting, editing and technical terminology is enough to make anyone forget about the production. But, fortunately, if you decide on using a professional team to produce your video, then all you have to do is focus on the story and your product. The team will do the rest.

If you decide to navigate through the many hours of production and post-production, here’s a beginners guide to video marketing for directors.

First, keep your videos short. No one wants to watch a lengthy clip about your product. Cuts and transitions between videos should compliment each other and not be too jumpy.

Film in great light. If in doubt use window light, or if you have the budget obtain some continuous video lighting that’s daylight balanced. When setting up the shot use a tripod or gimbal to stabilise the camera. Shaky video was prominent in the ’90s, but it has no place in today’s video marketing scene.

If you are using talent or an actor ensure to record clear audio separately from the camera. Then in post-production match up the audio clip with the video for higher production quality. Finally, finish the video off with some appropriate music.

To learn more about video marketing, we encourage you to read our other articles or contact us at

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