5 Things You’ll Need To Start Creating Impactful Marketing Videos For Your Business5 min read

Video has become one of the most impactful tools marketers and businesses have at their disposal. According to a Wyzowl study (State of Video Marketing 2021), 78% of marketers say video has directly helped increase sales, while an impressive 87% report a good return on their investment. Creating marketing videos can be an incredibly effective way to grow your business and increase revenue, but it’s not always easy knowing where to begin. After all, you can’t just launch into making your first video by hand—you need the right Software and the right equipment to really make it shine. Whether you’re looking for a video production team to take you through the process or are looking to begin creating videos yourself, it will be helpful to understand some of the things that go into making high-quality video content. So before you go out and buy any gear, check out this list of five things you’ll need to get started making marketing videos for your business. 

Hands of man typing on laptop

1) A Script

Before you can get started with your video marketing, you’ll need to have a firm idea of what exactly you’re trying to do. For many businesses, it’s not enough to simply get on camera and start talking about what they do. Instead, a successful video campaign involves crafting a message that will resonate with viewers and guide them through an entire story from beginning to end. Whether you’re working on a scripted video or an unscripted video (like a testimonial or customer interview), a script of some sort is an essential first step to creating great video content. The more thought and research that goes into your script ahead of time, the better your end result. Oh, and don’t forget to run your script by others who haven’t read it before recording! Having fresh eyes on it will help reveal any gaps or things that could be improved. 

video camera

2) An HD Camera

It can be hard to know where to begin when looking for a video camera. The market is saturated with increasingly affordable and capable options. Make sure to do your research or consult with someone knowledgeable on the matter, and be willing to invest where necessary. If purchasing a high-quality camera is too daunting, many modern phones offer high-quality video recording. While lacking many of the professional features a video camera will have, it can be a great place to start. Alternatively, hiring a professional videographer with their own equipment and knowledge will likely guarantee excellent results. Ensure they understand what you want from your video so they don’t leave out essential shots.

3) Lighting

Lighting is an easily overlooked element in the production process that can make or break the look of the final video. The proper lighting can add a whole new dimension to your video marketing. With an inexpensive light kit and knowledge of how to use it correctly, you’ll be well on your way to creating professional-looking videos. By purchasing one of these kits and setting it up correctly, you’ll improve your brand recognition and reach consumers who might not have previously known about your products or services. 

4) Sound Equipment

Sound is another element whose importance is often overlooked. If your visuals look great, but your sound is poor, it can quickly ruin your marketing video.  Whether you’re using a DSLR camera or a smartphone to record video, make sure you have an excellent external or lavalier microphone so that people hear every word you say clearly. The last thing you want in a video ad is something inaudible or hard to understand. This means not only choosing a camera with clear audio capabilities but also placing an important emphasis on lighting when shooting videos for marketing purposes. Background noise from fluorescent lights and other areas of activity will likely take away from any message being conveyed in your video advertisement. To market effectively with video advertising, ensure that both image and sound are good quality before posting online!

5) Editing Software

While there are plenty of free video editing programs out there, you’ll need to use more advanced Software if you want your marketing videos to have a professional sheen. Adobe Premiere is one of many popular options—and if you can afford it, Final Cut Pro X is a good choice as well. The best editing program for you will depend on your specific needs and budget, but if it’s too costly or too time-consuming to get into that level of video creation just yet, don’t worry: editing can be taught! Consider enrolling in an online video course from a reputable source like CreativeLive or Udemy. It’s not the tools that matter; it’s how you use them!



The tools and resources listed above will help you produce excellent, high-quality videos for your business. But most importantly, your video content should be a way to differentiate yourself from competitors and build trust with potential customers in your target audience. Video has become such an integral part of our daily lives that it’s difficult to imagine what online life would be like without it – but we’re all about providing businesses with actionable insights and strategies that will help them reach their goals. And we don’t think it takes a Hollywood budget or fancy equipment to do that! If you’re looking to begin creating video content for your business, contact us for more information, video production services, or a video strategy consultation.


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