Video Marketing: The Complete Guide to Video Marketing
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September 28, 2021

Brendan Sas

Table of Contents

    Get Started Recording Video: The Basics

    Recent statistics reveal that 51 percent of marketing professionals in a 2021 worldwide survey said that video offers a better ROI than any other type of content—and 87 percent of marketers have made video a key part of their content marketing strategy. With today’s many hosting and streaming platforms and DIY recording tools, it’s easier than ever to build brand awareness and engagement with video.

    Whether you’re a new entrepreneur looking to launch a YouTube channel or a major marketer seeking worldwide distribution for a large catalog of branded content, you can record professional-quality videos with the same core set of essential tools. In settings ranging from home setups to in-house corporate studios, every videographer needs quality recording equipment, lighting and staging support, and processing tools such as video editing and audio mixing software.

    Video Production Process Overview

    Impactful videos can consist of live action, photos and illustrations, animation or any combination of these. But every video starts with planning, organization, and assembling props and recording equipment.

    Video production typically starts with a complete script and a storyboard that sketches out the key parts of the video and what viewers should see and hear in each scene, such as narration or music. Once the storyboard looks right, it’s time to prepare the studio or scout external locations, and assemble the props, cast and equipment needed to record the video.

    Once recording is complete, the video goes to post-production. That includes editing for content, image and sound quality, and formatting the video for viewing on public channels like YouTube or private streaming or video hosting platforms.

    Essential Elements for Recording Quality Video

    Although costs can range from relatively inexpensive tools for do-it-yourself videographers to high-end equipment for large-scale corporate campaigns, the current array of recording and processing equipment make it possible for just about anyone to begin recording and sharing professional-quality video. Here’s what you need to get started, with options for every budget and skill level.

    Studio Space

    Unless the video involves filming live footage outdoors or on location, create a studio space that’s quiet, distraction-free, and suitable for setting up staging and lighting.

    Businesses planning to make video a core part of marketing campaigns and company culture could set up a permanent in-house recording studio, a move that can save considerable money and time compared to renting studio space whenever needed. With an on-site studio, anyone in the company who needs to create video content has access to the tools and resources they need to record video not only for sales or marketing campaigns but also for purposes such as employee orientation and training.

    Recording Equipment

    Though it’s possible to record quality video with just a smartphone, a starter setup for recording video on any scale requires a camera (or two) a microphone, and an audio recording and mixing setup. Options include standard DSLR cameras, which typically have video recording capabilities that are well suited for most needs, and dedicated video recorders with more options for managing video input. All camera types need a tripod for stability while recording.

    Microphone options include desktop, hand-held, and lapel-worn (or "lavalier") versions for wearing outside or while moving. It may be useful to have more than one kind of microphone for use in different environments. An audio recording and mixing board allows you to record separate tracks for later editing, modulate tone and volume, and remove unwanted background noise.

    Lighting

    Good lighting is key to professional-quality video. Standard room lights just won’t do, and for studio recording, natural light can often be problematic too. Invest in a set of ring lights that direct and diffuse light in order to reduce harsh shadows and glare. Other tools for controlling lighting include LED sidelights, which can be placed anywhere to add fill lighting, and softboxes--lightweight boxes that fit over studio lights to reduce shadows and soften lighting effects.

    Backdrops and Props

    Creating the right look in a video requires the right background and props. Choose professional backdrops that work with studio lighting to reduce distractions. Backdrops come in multiple colors and textures, with options for every budget. Make sure that props such as whiteboards, furniture, or products on display are on hand and ready to use.

    Editing and Post-Production Tools

    Video editing and post-production work can be outsourced to dedicated professionals, but the array of tools available allow even non-techies to create a professional product. Editing tools range from free options that come preloaded in both Windows and Macintosh systems to professional quality premium products such as Adobe Premiere Pro and Final Cut Pro. Larger enterprises might also opt to invest in a sound mixing system that fine-tunes audio input and video encoding tools for enabling viewing on all devices.

    Video-Sharing and Streaming Platforms

    The last thing you’ll need is a way to share your creations with the world. A variety of video-sharing and streaming platforms offer ways to share and promote video content, with options ranging from free, consumer-oriented video hosting sites like YouTube to streaming platforms with multiple pricing plans and custom services for enterprise-level needs.

    How Viostream Can Help

    Viostream’s cloud-based video streaming platform is an enterprise-level solution for managing and distributing on-demand and streaming video content. Viostream’s secure platform has the tools businesses need to tell the right story to the right audience, at the right time. Contact our support team to discuss your needs and find the solution that's right for your business.

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