Numerous businesses both large and small have started and grown their own video marketing channels in the last five to ten years. The combination of high quality software, capable hardware and tools and distribution platforms like Facebook and YouTube have combined to form a self-service production pipeline. So, nearly anyone can take advantage of the opportunity.

The difference between an effective video marketing channel and one that struggles, however, is more often a matter of experience and knowledge of the market rather than the availability of high quality tools. Also, recently the video content became more and more important in the digital marketing area.

The Mush-Haves of Flawless Video Marketing

There are some important elements common to every successful video marketing channel. These can be used to improve and advance your video marketing in ways you may not yet have considered. Here are some things to keep in mind when launching your video marketing initiative.

1. Lighting

The key to attracting and keeping an audience on video is to make your productions look as similar to television as you can. If you can’t afford professional lighting rigs, you will need to get as close to pro quality as possible.

  • Television lighting is even lighting. You want the same level of illumination from either side of the camera. You don’t want any stark shadows or reflections in the shot. Anything made of glass should be moved out of the frame. This includes ¬†any mirrors or anything that might function like a mirror.
  • The effects of your lighting should be diffuse and should fill the frame if possible. You will want to mix light colors that are as similar to popular indoor decorations as you can. Pale yellows, off-whites and tans are a good place to start. The reason for these color choices is to reduce contrast while creating a color mix that will combine well with other colors in the shot. You don’t want your lighting colors to clash with the host’s outfit, makeup or any visible furnishings. You should also avoid stark whites as they create contrast and spectacular artifact issues that can take a lot of work to remove.
  • When doing marketing, it is important to remember your product, prop or other visual demonstration should stand out in the shot. Whenever possible, you should try to make your props as colorful as you can. This will allow your diffuse neutral lighting to highlight your props and help improve your message.

2. Sound

Even if you have the most amazing optics on YouTube, nothing will ruin a video faster than bad sound. Using the built-in ambient microphone in your computer or camera is never a good idea. Good sound is everything in video. Unless you are doing some kind of remote broadcast, you need to equip your studio with the best microphone you can find.

  • The good news is a professional-quality sound system isn’t difficult to put together. Excellent microphones can be had for less than $100. Your microphone should be equipped with a pop shield to prevent sound artifacts. It should also have a quality stand so you can position it up and out of the way of your shot. This is particularly important if you are planning to work with props.
  • Marketing videos often benefit from skillful use of props and visual demonstrations. Moving a microphone stand around during such a presentation can be distracting for your audience.
  • Alongside your new microphone, you should obtain good sound mixing software and learn how to use it. Most non-linear video editing platforms will provide you with rudimentary sound editing capabilities. However, in order to mix a soundtrack you really should use some kind of audio mixing software. Learning to synchronize your audio track with your videos has a learning curve. But in the long run the results will be worth it.

The combination of good lighting and audio will dramatically increase the chances your video will at least have a chance to build an audience. That leaves only one major piece to the puzzle.

guy shooting scene

3. Script

It isn’t a mistake that every production in Hollywood, from simple screen tests and commercials all the way to summer blockbuster films start with a script. A good script is worth its weight in platinum. But a script is not simply a list of things to say in your video.

The reason scripts are important is because they save you money. In a film, almost all the planning and thinking is possible while the script is in production. The reason is because problems that disappear during the script phase are far less expensive than problems you may encounter during production. Re-shooting a scene that doesn’t work can cost hundreds of thousands of dollars. Re-writing a scene that doesn’t work might cost a few hundred.

You will get a maximum benefit of good script writing before the first camera is on. A good script will make a great video, especially if it is written with video presentation in mind. Facts and information should be concise. Words should be carefully chosen for maximum sound appeal. An professional script writer should develop the studio direction.


The result will demonstrate great production values, and that will guarantee rapid accumulation of viewers. Those viewers will also come back for more. The reason is simple. If your video looks well lit, sounds great and has an appealing message because of its great script, that will put you near the top of the quality charts. When it comes to video marketing, a quality message helps promote a quality product.

One thing every video producer should remember is that productions will improve as you continue rolling out your series. The equipment and scripts will improve, and your host will get more acclimated to putting on a good product. Using these principles well to produce a great marketing series will improve your business and effectively help engage new customers.

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