How to Create Visual Social Marketing Videos - dummies

How to Create Visual Social Marketing Videos

By Krista Neher

When it’s time to create the visual social marketing video (either by yourself or by hiring someone), assess the type of video that’s needed, based on how you anticipate that the video will be used. Evaluate these factors when you’re deciding on an option:

  • Quality level: Assess the quality level you need for your video. The higher the quality level you want, the more you should consider investing in professional video creation.

  • Perception of your business: If you work for a large, respected, multinational company, you may need to invest more in your videos than does a small business. Consumers expect different quality levels from different types of organizations. The larger and more serious and professional your businesses, the more you should plan to invest in your video.

  • Number of views: Estimate the number of people that you expect to see your video. For example, a video on your home page may generate more views than a video on a blog post. For this reason, you may choose to invest in more professional-looking video for your home page in place of blog posts, based on the number of views that each video is likely to receive.

  • Importance of the video: Important videos should have a higher production quality. For example, a $5,000 product should have a better video than one selling a $10 product. A video aimed at attracting investors (which is important) may warrant more investment than a video that explains how to navigate your website.

  • Where the video will be used: The quality level of your video may also depend on where the video will be used. For example, a blog post with a video can be created quickly and use a do-it-yourself approach. A home page video that creates the first impression of your business may be professionally created.

Use the five criteria listed to determine whether you need to hire a professional for your video or you can do it yourself (DIY). When hiring professionals, the cost of your video can vary dramatically, depending on the amount of production required. No single answer exists to the quality level you need for your videos. Assess these factors and determine what quality level best represents your brand and budget.

Many videos that are successful aren’t overproduced. Consumers on social channels are showing an appetite for content that looks more realistic than professional. Again, assess your marketing objectives when choosing your approach.

If you choose to do it yourself, consider a few factors in how you approach your video:

  • Sound: Videos can be distracting if they have poor audio quality with lots of background noise. If you’re creating your own videos, invest in an external microphone that can capture higher-quality audio than the built-in microphones supplied with most cameras.

    The main benefit of an external microphone is that the microphone can be placed closer to the source of the audio, which eliminates background noise. You can purchase an entry-level microphone for as little as $20 on sites such as

  • Video quality: If the objective of your video is to share it online, you don’t need a high-quality video. Most videos are compressed to view online, and even videos recorded from smartphones have a quality level high enough for online viewing.

  • Shot composition: Determine what items you specifically want in each shot and the angles and framing of each shot. Look at other videos for inspiration. For example, testimonials and interviews are often filmed as straight-on shots in front of a white wall, which doesn’t make for an interesting video. Evaluate the angle, frame, and background of your video, and aim for interesting but not distracting.

  • Video format: Before recording, be sure that you’re recording in a format that’s compatible with the video sharing site you’re using. For example, if you plan to share your video on YouTube, check the video formats that the site accepts, and be sure to record in those formats.

  • Lighting: Shadows and poor lighting can make your video distracting to watch. When creating your video, pay attention to your lighting, and avoid shadows or distracting bright lights. If necessary, you can invest in a basic lighting kit for about $150.