A Guide to Branded Video Content Production


Did you know that 93% of businesses say they gained customers through branded video content?

Make no mistake, if you’re not using video content to grow your business, you’re missing out. The good news is that it’s never too late to come up with a strategy and create fantastic videos!

To learn more about what you should expect from a branded video marketing strategy, check out the tips below where we’ll walk you through everything from your marketing plan to post-production.

Know Your Audience and Intended Outcome

Yes, you want to grow your business. But in what way, by how much, and who do you intend to reach?

The more information you have about your audience, the more clearly you can define your strategy. So if you haven’t done so already, build a buyer persona that outlines your intended audience using data-backed evidence.

This is also a great way to determine where you’ll want to host your business videos, as certain audiences flock to certain platforms.

Pre-Production Will Save Your Strategy

Every company wants a strong video marketing campaign. However, most of them will barely make it off of the ground. Why?

It all comes down to a lack of planning. Everyone wants a library of brand videos but no one wants to storyboard shots or create scripts.

Yet these elements are absolutely essential. Without them, you’ll waste valuable time during shooting that would be better spent elsewhere.

The idea is to shoot enough footage that editing is a breeze, then wrap it up and move on to the next project. But in order to do that, you’ll need a shot list, a storyboard, and a schedule.

Don’t Go Overboard on Equipment

Expenditure is one of the biggest pitfalls in digital marketing. That goes double for small businesses.

You and your team will have to decide what type of camera to invest in. You’ll also need to buy:

  • A tripod
  • Lighting/lighting accessories
  • Backdrops
  • Camera batteries
  • Lenses

And that’s just the beginning.

You can save a fortune by purchasing pre-owned equipment and skipping that top-of-the-line 8K camera. Your cellphone may even work for smaller videos!

As for editing software, you’ll hear a lot about Final Cut Pro and Adobe Premiere. Both are fantastic non-linear programs, but they’re extremely expensive.

Instead, look for video editing software free of charge. They’ll get the job done and they’re far easier to learn.

Keep Your Branded Video Content Consistent

You may feel like breathing a sigh of relief once your first video is published. Don’t rest yet though, that was step one of a much larger process.

You’ll need to keep your audience coming back for more, and that means posting consistently.

Have your marketing team establish a content calendar so you can keep the great business videos coming! It’s a lot, but it’s worth it once you watch your audience grow.

Build Your Brand Through Video Content

Branded video content is a lot more strategic than traditional content creation. You’ll need to think out every move ahead of time so you don’t waste time and money. With these tips, however, you should have a strong foundation.

For more advice on growing your business, check out the rest of our advertising blog!


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