Scrolling through your favourite social media feed – whether that’s Facebook, Instagram or even LinkedIn – you’ll be met with a piece of video content. Gone are the days of annoying pop-up videos, web-based video content is now the reigning king of web marketing, especially when it comes to social media.

Online marketing has seen a shift in strategy since the youngest of the Millennial era entered the workforce in 2005. However, it isn’t simply a generational thing. New and innovative ways of marketing products  – from those tasty recipe videos you’ve seen on Facebook (yep, they’re marketing!) to influencer reviews on YouTube – prove the public are interested in consuming your content if you have something interesting and different to offer.

But where do you get started? Do you need a studio or background in video creation?

The short answer is, no. We’re going to give you the best hints and tips to starting on your video content journey.

What are my choices?

There are a range of video types your business can use in order to further your web marketing strategy:

Promotional – Promotional videos are a perfect way to highlight your brand identity, ethos, setup, your team, awards you have won, etc. This type of video normally includes an overview of your business – helping to sell your company and let prospect customers understand the type of business you are. This choice is perfect for getting someone late in the sales chain to make their mind up.

Testimonial – Don’t make prospecting customers take your word for it. If you have a close relationship with a specific client or supplier, ask them to come in to record a testimonial. Hearing positive messages from outside your organisation will give more weight to positive sales claims.

Top Tips/Expert Advice – A large part of video content is based around creating a relationship with the public. Offering hints and tips around obstacles most people struggle with helps your business to become an expert in the field while building positive association. Giving away free expertise will be remembered when customers need you in the future.

Industry and News Updates – Your video content doesn’t need to be made in house. Sharing videos that relate to your industry (obviously while still giving the original creator credit) also helps to show your business is on the pulse of industry changes. Offering consumers free updates and supplier assets won’t cost you anything and leaves them with positive thoughts about your company.

Demonstration/Instructions – Including a free video on how to use your products is a perfect piece of aftercare once a sale is made. If your sales team is looking to strike a secondary conversation, or you would like to continue your email marketing, offering instructions or aftercare information helps you to check in with customers and provide them with additional information they weren’t expecting.

Do I need fancy equipment?

We’re not expecting you to be the next James Cameron or Spielberg. Trying to go for intricate large productions straight away will nearly always end in a low-quality jumble. Identifying how to use simple recording methods is key to a successful low budget video.

While your vision may see complex DSLRs and boom mics, your smartphone camera can be a good place to start. With modern smart phones, high megapixel cameras are a large selling point. Just remember to keep your settings to 30 FPS and 1080 X 1920, for easy and high-quality editing. Formatting your video to MP4 also allows you to use a wide range of video editing software (which are available online free of charge).

Let’s get technical

Camera settings can seem intimidating but once you have your head around them editing will become easier and your videos will increase in quality.

Exposure – This covers the camera’s shutter speed, the lens aperture, and the luminance -also, the camera’s ISO which simply means the sensitivity of light to the camera’s sensor. If working with a smart phone camera, these setting will usually be automatically controlled for you. A simple way to understand exposure is ‘too much light results in over-exposure, too little light results in under-exposure.’

Depth of Field – The secret to a good depth of field is creating layers to your video. Choosing to focus on the background or the foreground to draw focus on a particular subject. For example, if you were to interview a customer for a testimonial, creating an aesthetically pleasing background while placing them in focus in the foreground helps to create depth of field. This stops your video from appearing flat (remember, plants are the perfect pop of colour and are nearly always readily available in office spaces).

Lighting – Good lighting is crucial for high quality filming. Simple things such as staying away from direct lighting from above, placing a lamp forward facing and staying away from florescent strip lights will make a big difference when it comes to editing later.

Must dos!

Once you’re aware of the type of video you would like to make, sorted your equipment and chosen the correct camera settings, you’re ready to get rolling. Before you call quiet on set though, here are a few extra tips to remember.

  • If you’re going to use music in your videos, make sure that you have legal rights to do so. Various websites such as Shutterstock have royalty free music libraries for you to use. Using copyrighted music will result in your video being taken down, sometimes even resulting in a strike on platforms such as Youtube.
  • Film in a quiet location – while smartphone cameras can be perfect for on the move filming, audio recording on devices pick up the slightest noise.
  • Be aware of your surroundings, e.g. if you’re giving a tour of your office – make sure it’s clean!

Adding video content, whether a simple website introduction or 6 second Facebook videos, helps to put a face and personality to your business. Now you’re aware of how simple it can be, are you ready to get creating?

For any addition marketing information, contact our friendly KascAid team on