How To Start Producing Video Content

You’re terrified.

Your boss is pushing your marketing team for video content. What are you going to do?

How are you going to produce videos that people like? And share? And grow your business?

Not only do you have a crappy camera, you have no skills in video editing, and you have no clue what sort of content to create.

But you know you NEED video content.

Your competitors are doing it, and even Mark Zuckerberg has predicted we are entering the era of video content: “If you go back five years, most of the content was text. Now a lot of it is photos, and if you look in the future a lot of the content that people share will be video. It’s just very compelling.”

But don’t worry, read on to learn the basics of successful video content creation to get your started!

What You Need to Create Video Content

I know that creating professional-quality videos is not an easy task for amateur videographers, but managing your own expectations is the first step toward success.

You are not going to be creating Nike-esque videos right out of the gate, you might never even get close to that. But that doesn’t mean that you cannot create video content that is successful online.

Here’s what you need.


Businesses of all sizes still get hung up on this issue. Somehow, when executives and even marketing managers think video, they think they need to go buy an expensive camera or, worse, that you need to hire a video production company and eat up a bunch of your marketing budget.

The truth is, the only camera you need (at least to start with) is the one in your pocket: Smartphone cameras are of a high-enough quality that businesses do not have to look further to start producing video.

If your manager or boss doesn’t believe you, or if you don’t believe me, just check out this ad by Bentley. The whole thing was shot with… wait for it… an iPhone 5S:

So don’t let your camera hold you back.

Editing Software

The truth about video production is that it doesn’t even really matter how expensive your camera is, or how good a videographer you are—because the editing is where the magic happens.

Whether you want to edit clip sizes, apply transitions, or add special effects or a soundtrack, you have plenty of free tools to choose from that will allow you to begin tinkering and creating amazing content:

Windows Movie Maker: If you have the Windows OS, then you already have at your fingertips one of the best and most popular video editing applications on the market. It is simple to use and gives you the tools you need to spruce up your video.

WeVideo: This is a Cloud-based video editing service with a pro version. The free version has some limitations, but it is still a useful editing program.

Lightworks: If you are looking for a little more power (or when you get a bit more advanced), Lightworks has a large set of features. The program has even been used in top Hollywood movies like Batman. Beware: This is likely not for the beginner videographer, and there is an extremely steep learning curve.
Some other powerful and useful video content tools:

It may sound like a lot of work initially, putting in the time to learn how to use these editing software’s, but I promise you it will do your business a world of good. Plus, video isn’t going anywhere soon. This trend will be here for years yet and to learn now how to edit your videos will put you ahead of the curve as video content continues to evolve and change.

What to Create

All right, so you have your iPhone/Android (I’m not judging), and you’ve chosen your editing software. Now comes the next hurdle.

What on earth do you have to show your customers or readers via video?

Before you even begin to think about what to film, you have to answer a few questions:

Who are the target audiences for this video? Get specific, from demographics (age, gender, etc.), to psychographics (interests, personality, lifestyles, etc,). You’d be surprised how doing this exercise will begin to inform at least the style of video you want to create. Your video to an audience of teenage boys will look a lot different from a video targeted to soccer moms.
What are you trying to achieve with this video? Video is not an appropriate medium for all of your content goals. If you are forcing the issue rather than letting video ideas come organically, then chances are you’re wasting your time. Figure out what you want the video content to achieve for your business, and then go from there.
Which platforms are you going to use? Are you sharing this on your blog and YouTube, or are you wanting to target your Instagram community? The answer will help narrow the scope of your video as well. If you choose Instagram or Vine, then you know that your video can be only a few seconds long, whereas if you are posting on YouTube, you can build a more comprehensive message.
Still not sure what your video should be about? Don’t worry, I have compiled a list of video content ideas that you could begin to use immediately.

It might be uncomfortable, especially if you are the one in front of the camera, but don’t wait to start creating video content; use these ideas and see what happens!

  • Customer testimonials
  • How-To Videos
  • Product Videos
  • Teasers
  • Recruiting Videos
  • Social Media Videos

There you have it. Everything you need to know to begin creating video content. Don’t overthink it. Be yourself, be funny, be informative, and have fun with it!

Get that first video out of the way quickly… today would be ideal. No matter how simple it might end up being, the important thing is to show yourself that you can do it.

Video shouldn’t scare you, it should excite you. It is a tremendous opportunity for your business. What do you have to lose?

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Tom Kacicki

Founder at Bacon Video
My two worlds have collided. Startups and video marketing. Now I can't stop talking about either of them. I write about how startups and small businesses can better produce, share, and measure video content effectively and create video strategies that fuel growth.

Instagram: @gotomgo
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