5 Rules for Easy and Effective Video Production


The use of video in business appears to be on an irreversible growth path. According to eMarketer.com, by 2015 76 percent of the Internet audience—roughly 200 million people—will be viewing video online on a regular basis. The explanation for this phenomenon is pretty straightforward: videos are more powerful than words, simply because people think visually.

When we read, our minds convert printed scribbles into visual images that we encode with emotion and remember. When information comes directly in the form of an image rather than words our minds can grasp more and make more connections because we do not have to engage in any word-image translation. Dr. James McQuivey of Forrester Research underscored this concept in his research, which unveiled that one-minute of video equals 1.8 million words. In a single frame, therefore, a video can deliver the same amount of information as several pages of text.

Although there is an abundance of easy-to-use and inexpensive technology for producing and uploading good-quality videos, many advisers complain that they do not have the necessary talent and experience to create their own videos. Here, I’d like to provide five basic rules that can help almost anyone produce quality videos.

1. Create a Script
Invest a good amount of time in creating a well-written script, as it provides the foundation for a great video. Your script should employ a crisp language void of industry jargon, clearly articulate your points in an easy-to-understand fashion, be engaging and, most importantly, end with a call to action.

In the majority of the instances, the problem-solution format is the most suitable to follow:

  • Articulate the problem
  • Explain how you can provide a solution or alleviate the client’s pain
  • Provide a call-to-action, such as call-in, email, sign-up, etc.

2. Keep It Short
Although the eMarketer.com research confirms that videos are becoming a favorite means of communication, let’s not forget that people have short attention spans. If we do not engage our audiences within the first 20-30 seconds, chances are we’ve lost them. Video content must be concise, relevant and engaging. Although a three- to five-minute video can pack the same information you’d deliver through a white paper, I’d suggest keeping your video within a three-minute range maximum. If you have a lot more to share, create a series of short videos to ensure viewer engagement.

3. Capture Clear Audio
Poor audio is one of the key reasons why viewers stop watching videos. Think about your movie-goer experiences. Most often, poor audio is the key characteristic of a low-budget production. Although web audiences are more forgiving than theater or TV ones, always ensure that your video’s audio is clear. An affordable wireless microphone system that can be paired up with your camcorder can be purchased for around $100. However, more traditional and decent quality handheld or clip-on microphones can be found for about $20.

4. Let There Be Light
Good lighting for a video is just as important as clear audio. Often, your camcorder light is not powerful enough to achieve good image clarity. In that case, use auxiliary lights you may have on hand in your office, such as halogen desktop lamps. If additional lights are not available, you may want to identify a major light source like the natural light coming through a window. In that case, ensure that your subject faces the window (the window will be behind the camera) to enhance the natural light effect and prevent silhouetting effects.

5. Edit for Success
Shooting a video and posting it directly on YouTube, especially when you are pressed for time, is a great temptation. However, we always recommend to our clients that their videos undergo some post-production review to ensure quality. Today, the majority of commercial computers come with the Windows Movie Maker program or iMovie for Macs. These programs are sophisticated enough to help improve your video production. If you do not have access to these programs, there are free options available like Lightworks or JayCut. This software will allow you to display your firm’s logo throughout the length of the video and also add a text box where your website URL and your contact info can be displayed. 

Have you had any experience with video production? Feel free to post questions, comments or share additional video-making tips.

Claudio Pannunzio
i-Impact Group Inc.
Greenwich, Conn.



Editor’s note: For additional video tips, see Christina Nelson’s article, “Expand Your Practice’s Web Appeal With Video,” from the March/April issue of FPA’s Practice Management Solutions magazine, as well as Kristin Harad’s recent blog post, “3 Video Marketing Myths Busted!”

16 thoughts on “5 Rules for Easy and Effective Video Production

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  6. I just wanted to thank you for going over some tips for video production. I’m really glad that you mentioned to make sure that your audio is clear and crisp, especially since a lot of people stop watching videos if the audio quality is bad. It sounds like it could be beneficial to learn more about audio so that you know how to achieve great sound.

  7. Nice article you have shared with us and i have enjoyed very much while reading this article.Keep writing such kind of blogs.

  8. This is some really good information about video production. It is good to know that it would be smart to keep the video short. That does seem like it would help with creating a good video quickly. Making it shorter would probably help with keeping it on budget as well.

  9. I can agree with you when you said that a good lighting is as important as a good audio, so it is best to make sure that the person uses a good camera, a good lighting equipment, or at least face the window. This sort of hardship is the reason why my boss is asking us to consider hiring a video production company. He is right though– if we hire professionals, then we wouldn’t need to put in too much effort.

  10. good site thanks for sharing

  11. I found it interesting how you mentioned how poor audio can drive away viewers and how they are commonly associated with low-budget films. I have been thinking of getting into nature cinematography as a hobby and I want to capture the beautiful sounds of the birds and wind. I will be sure to keep this in mind as I continue building my portfolio!

  12. I like how you mentioned that you could use halogen lamps to help make the lighting better in videos. My brother started doing video production and he was wondering how he can make the lighting look better in his videos. I’ll be sure to let him know that he can use halogen lamps for better lighting.

  13. Blogs are very good way of exchanging the information 5 rules for easy and effective video production and I love to read post and sometime some blogs give me so much of knowledge and this is one kind of those blogs.

  14. Video production is definitely a big risk as a marketing medium, but a high-quality video also offers great rewards. A poorly shot video can embarrass your brand, so, unless you’re incredibly confident, it’s not always wise to do it yourself. Looking a talented, artistic Video production Sunshine coast is well worth the cost because you can count on getting a great product that promotes your business.

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