5 Important Video Production Techniques every Marketer should know

The advent of mobile technology has empowered internet users to create, publish, and distribute video content. Social media platforms such as Facebook, Instagram, Twitter, and YouTube offer exponential possibilities for marketers. Just think about it; more than a billion YouTube users are watching more than 500 million hours of YouTube content daily.

But with close to 90 percent of all digital marketers using professional video content to sell their products and services, digital distribution of video content is somewhat a crowded field. To cut through the noise, you must optimize your video quality. Video companies such as Spiel advise that video quality plays a key role in driving engagements, and that’s exactly what today digital marketers need is. This article explains various video production techniques every marketer needs.

1. Proper lighting

You probably know that lighting can make or break the overall aesthetics of your video content production. Poorly chosen locations, unfortunate choice of patterned clothing, and ugly fluorescents can damage your videos to breaking point. This is something you don’t want, particularly if you intend to use the video content to reach potential customers.

It is true that you can address various lighting issues when editing your videos. However, for the highest possible video quality, it is recommended to aim to begin with premium footage. Keep in mind that the sole purpose of lighting in a film is to ensure maximum capture quality. Most cameras are particularly adept at optimizing footage quality automatically in a variety of lighting circumstances. But there are various lighting issues that cannot be corrected automatically.

Whether you intend to use artificial lighting or natural light, understanding various video production lighting techniques can help you optimize your overall video content output. Sometimes, it is recommended to consult with an experienced videographer to get the best videos for your marketing activities. Remember, your competitors are also fighting for the attention of the consumer group you may be targeting. And you can’t afford to use a poorly lit video as part of your digital marketing arsenal.

2. Ensure your video has great sound

Low-quality sound quality is among the most common faulty with many DIY videos. What most marketers don’t know is that there is no room for poorly recorded video sound in video production. Even when you are shooting your videos with a pro-video kit, it is recommended to record your sound separately and synchronize the two files when editing your videos.

Alternatively, you can use clip microphones connected remotely or directly to the camera to make sure that you get excellent audio that can accompany your video clips. Keep in mind that poor audio is a huge turn-off to most people. So, one way of making sure that your videos are of high quality and your target audience finds them interesting is to record high-quality audio and synchronize it with the video clips.

3. Create a well-thought-out script

There are different occasions where you may want to consider shooting a video without creating a script. But does that work well for your brand? The truth is that there are very few public speakers who can turn up to the podium without having a bullet point plan of what they intend to say. You should consider treating your video content will be such gravity. Create a great script or plan of what you intend to tell your target audience.

If you decide to present directly to the camera, it is recommended to have a solid plan even if it’s not a word-for-word script. This is the best way to make sure that the specific message you intend to deliver is well organized and resonates with your target audience. Keep in mind that reading from a script directly can feel unemotional and somewhat stuffy. But if you intend to share a genuine message and ensure emotive performance, it is in your best interest to create a high-quality script rehearse it and deliver a great message to your target audience.

4. Create a storyboard, rehearse, and perform well

In addition to a great script, you need a storyboard or a plan that determines the specific types of shots you need. Storyboarding can be helpful when it comes to creating a deliverable message that you intend to pitch to your peers. This technique can also give you a perfect idea of the specific type of video footage you require. If you are unsure of how to create a storyboard, work with an experienced videographer to create one.

According to most video production experts, it is recommended to rehearse every shot. For instance, you can get to your location and discover some obstacles that you had not counted on such as poor lighting. Rehearsing every short is a great video filming technique that allows you to master nearly or unexpected steps, turns, and barriers to make sure that you get the best possible video footage.

5. Have a B-roll

Back-up shots or B-roll clips are simply complementary clips that add extra visual interest to your main subject. It is recommended to capture as much B-roll footage as possible during your shoot. This is because it is helpful when it comes to breaking the monotony of a single shot.

5. Get to know the important video post-production tactics.

Of course, you want to capture the best possible footage before you start editing them. But there is a good chance you will find some parts of your video that are not impressive. In this case, you can use your B-roll. Simply intersperse you’re A-footage with your B-roll to successfully cover the visual errors. If you have never edited videos before, it is in your best interest to work with an experienced videographer or a video post-production company.


There you have it; the five essential video production tactics that every marketer should know. Remember, you should focus on creating and publishing excellent videos. Whenever in doubt, don’t hesitate to consult with an experienced videographer or video production company.