How to make video content

In this short article, we cover the main things to consider  on how to make video content for your marketing or e-Commerce activity. From how to make video content yourself to key questions to ask the professionals if you choose to bring in a film crew.

Make video content

Video has become one of the most common ways in marketing and online selling to create more engagement with consumers. With the rise of Your Tube and the improving broadband speed in most countries, consumers now have more choice of video content than ever before.

So you might be considering an educational ‘how to’ piece to camera for your You Tube channel. Or your brand already has the scale and budget to be creating regular video advertising. But where do you get started in building video content and what makes you stand out from the competition?

Video title tile

How to start to make video content

If you are just starting out or are on a low budget, we recommend you aim for simplicity. It is better to have a short simple video that tells a few key messages, than to have a badly produced video that creates a bad impression of your brand.


To start, you should give consideration to the equipment you will be using. Do you want to use the video capability on your phone or invest in more upmarket equipment? We HIGHLY recommend using the equipment you already have to do a lot of practice before investing in any new equipment. Watch and listen back what you film and work out what is working and not working. 

Also, getting the right video editing software can help you iron out a lot of rough edges. But again, start with the software you already have and then work out what more you need.


There are many added complications when it comes to shooting video. Being able to record sound at a high quality level is very important.

If you are shooing on a phone for example, it’s likely the phone’s microphone will struggle to pick up good quality sound unless you are in a quiet environment. Do consider investing in an external microphone as we’ve seen mean videos ruined by poor quality sound recording. Pick a microphone to suit your budget.

Also, consider the location. Will there be a lot of background noise. Filming near a busy road or in a busy cafe or bar for example can make it difficult for your main sound to be heard.

Script and Story

You also have to consider the story that you want to convey. You are asking your audience to stick with you for the duration of the video, so you need to make sure the content is engaging and easy to follow. At the same time you want to make sure the video delivers the key messages you want.

A big challenge is that the style that people use to write is not the same style that people use to talk. So once you’ve written out the first draft of your script, it is worth reading it out aloud or with a friend or colleague to test if it will actually sound natural on screen.


Setting the shoot up

If you watch the credits at the end of a movie, you can seen that often hundreds of people are involved in making a cinema quality release movie. If you are in business, it’s very unlikely you’ll ever be involved in that level of production, but there are basic requirements for any video or film content you can start to learn about.


Who is going to be in your video content? Will you be the face of your brand or will you hire in a professional performer?

It should be someone who gives a positive and relevant image of your brand. How do they come across on camera? Do they talk naturally or do they seem stiff and uncomfortable? Do they have a strong accent that will be difficult to understand? It’s all about creating the relevant impression you want for your brand.

If you own a coffee shop in a trendy neighbourhood for example, visible tattoos on your lead might be a positive, but if you are trying to sell financial services to a conservative audience, maybe not so much.


Where will your be doing the video shoot?

Are you shooting it at your premises, at a studio or in external locations? If you are filming in public locations, do you need any permission or licenses to film? If members of the public appear in the background of your video do you need their permission?

It’s quite common to use professional studios for video shoots as they are set up for that very purpose. But they obviously come at a cost with an hourly or daily rate to cover depending on the shoot.


Finally, if your video  is educational or information, give serious consideration to using graphics on screen. This can help a lot with comprehension and also reinforces the key words of your message. 

For more tips on how to make video content, we recommend looking for more guides like this one by Hubspot here

Overhead location planning

Working with a film crew

Unless you have previous experience, or your video content is really simple and straightforward, video is usually an area where it is worth pulling on external expertise. 

If you are on a low budget, you might be able to find a local college class willing to take a project on as a learning exercise. But in most cases you’ll be working with an agency or with a team of professional freelancers.

We recommend you take the chance to ask lots of questions and learn from others who have more experience than you.

Writing a brief is always a good idea. Professionals will be able to come back with recommendations on casting, location and script that will deliver a higher quality impression on screen than if you do your own video shoot. 

It’s worth reminding the film crew where the video is going to be used and what the intended business outcome is. If you are paying for a professional crew, you want to make sure that you get quality output that meets your business needs.

It is also likely there will be a lot of involvement and engagement in the editing process. Don’t be afraid to ask to see multiple versions or edits. If the crew has shot a lot of footage or something is not working for you on the video, looking through the extra shots can be very helpful. After all, you have paid for it.

Film crew

Three-brains and creative skill development

We believe the best marketing and e-commerce activation pulls knowledge from many areas of the creative world. But most marketers or e-Commerce managers don’t get trained in creative skills. So there’s a huge opportunity to raise your game by having a good level knowledge of key creative skills you can either grow for yourself or know how to find and use professionals.  

If you want to raise your creative game through creative skills development, contact us or read more about our coaching and consulting services.

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