Tips for filming and editing marketing videos

Many marketers want to get into video marketing, but to say it can be intimidating would be an understatement.

With so much to think about from camera equipment and editing software to lighting a shot and optimising audio.

Fortunately, the price of decent gear and post-production software has dropped significantly over the last ten years, making now the ideal time to start producing your own marketing videos.


The best marketing videos are a result of meticulous planning and preparation. Consider putting a plan together for your videos; this will help you to figure out exactly what shots you’ll need before you start filming.

The more time you spend planning, the less likely it is that you find yourself missing footage later on. Creating B-roll footage is a way to minimise not having enough footage. B-roll footage is essentially footage that isn’t of our primary subject or topic. If you are shooting an explainer video about a service or product, then you could film footage of your offices or inside your company as B-roll footage.

Whatever footage you need, figure it out during your plan to avoid situations where you need footage that you haven’t shot.

Production Composition

Whether you’re shooting a video or taking a picture, the composition is crucial. The composition of a video is how a shot is framed or staged. Whenever you film anything, remember the rule of thirds – imagine your shot is divided into nine equal sectors with two horizontal lines and two verticle lines that cross each other. With this technique, the viewer’s eye will naturally gravitate towards the top-left anchor point, making it the central area of interest in your shot. Using the Rule of Thirds can make it easier for the eye to “read” your footage and results in a much more aesthetically pleasing shot overall. Your audience probably won’t even notice the composition of the shot because it just “works.”


A shot that is too light or too dark can ruin a marketing video instantly. It is possible to correct image brightness and contrast when editing your video, but it is better to get the shot right on the day of the shoot rather than relying on editing it later.

Try setting your camera’s white balance before you begin filming or try a few test videos. We know different light sources have different temperatures and we need to account for this in the planning stages. By manually setting the white balance, this will tell the camera what ‘true white’ will look like in an environment.

Many cameras have an auto-white balance feature, but it is recommended to learn how to set it manually. This means you won’t rely on your camera to achieve it automatically and balance the colour of a video.

Clear Audio

The quality of your audio is just as important as the overall video quality. Having fuzzy or indistinct is usually enough to make anybody click off the video within a few seconds of starting to play a video.

A good microphone is the first piece of equipment you should invest in because it matters a lot when filming videos with audio. To capture clear sound, you should put the microphone as close to the subject as possible and also be aware of background noise that your microphone may pick up while filming. It is easy to tune out traffic, birds and wind noise, but all of these sounds will be very obvious on your recording.

Don’t assume you can fix everything when editing

There are extraordinary powerful editing packages such as Premier Pro that will enable you to accomplish a great deal with your videos – but they aren’t magic.

Sometimes, it simply isn’t possible to correct the brightness or contrast of a video as much as you need to. Yes, it might be possible given enough time and skill, but editing should be seen as a process to add polish and finesse to your video.

Don’t use it as an opportunity to go back and fix mistakes that could have been easily avoided during a properly planned video.

More than 180 million internet users watch online video content every month and that number is multiplying every year. That’s a lot of people who could learn about your company and brand message with effective video marketing.