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5 Things the 2016 Marketer Needs to Know About Video Production

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5 Things the 2016 Marketer Needs to Know About Video Production

Jason Hawkins
5 Things the 2016 Marketer Needs to Know About Video Production

In 2016 having skills that extend beyond traditional marketing requirements not only give you an edge on the competition, but they’re almost a necessity because of how fast the industry is evolving. Knowing things like Photoshop, coding, or design is a great start, but knowing the skills that surround video production is a bonus that most companies will prize in the current marketing world.

The reason that knowing about video production is so important is because of the increase in online video consumption. HubSpot acknowledges a study done by ComScore in their article, which shows that 89 million people will watch 1.2 billion online videos today; this number is projected to steadily increase as time goes on. People truly do prefer watching videos over other types of content, and this means that marketers need to use this to their advantage and start using more video production in daily practice.

5 Video Production Tips and Tricks for the Modern Marketer

If video production can be done in-house with your present marketing team, it can not only be more cost-effective, it represents your brand more cohesively than if the video work was outsourced.

So how do you begin as a marketer so you can reap the benefits of this demand that employers seem to have? Check out the five things that the 2016 marketer needs to know about video production below:

1.  Marketing videos are to educate

The primary purpose of learning video production skills as a marketer is to educate customers and prospective clients about the products and services that your brand offers. Knowing this allows you to be highly specific about the kind of skills that you want to develop.

For the majority of companies, your primary viewers are going to be either B2B or B2C purposes. This should actually be a bit of a relief, because rather than having to know everything about the massive world of video production, you really only have to know the skills that are going to be tailored to your niche purpose (more on that in the next section).

2.  Three kinds of videos for marketing

There many different types of videos you can create, but by and large they will fall into three different categories: Screencasts, animated videos, and live videos. I have included a description of each below so that you know the difference:


This is a video capture and recording of what is happening on your computer screen. This is really good for showing folks around your website/product page, giving a tutorial, or providing information which requires filming your computer screen in real time.

Example: These examples are all over YouTube. Tutorials for online tools are extremely popular. Check out one great video covering SEMrush here.

Animated Explainer Videos

You have probably seen these many times. Animated explainer videos use animations and characters to “tell a story” about your brand, products, or services. These can easily be outsourced (a quick Google search shows many different platforms for this), but with the right video production skills this can totally be done in house. One of the more popular platforms for creating your own animated videos is called GoAnimate, because it is really easy to create an account and you can get some pretty awesome quality videos out of the platform.

Example: Marketing companies are masters at these types of videos. Check out a video from our friends over at Uberflip here.

Live Video

A live video involves no animation and occurs “live” with real actors or people. Sometimes these take the form of a testimonial or interview from existing clients, other times you might be showing someone around the office, storefront, or a job-site.

In any case, this involves shooting with a video camera and is probably the most involved of the three kinds used in video marketing. For this there is definitely some financial investment involved, you will definitely need a video production kit (even if it is on the minimal site)—but, once you have this, you are going to be able to shoot your own live videos for marketing, promotional, and content development purposes.

Example: We have a live video on our website’s homepage here that is compiled of interviews of our team members and then stitched together with action video shots.

3.  Many Learning Resources Are Available

What many people don’t realize is that there are so many learning resources available for navigating video production, and many of them are free or very inexpensive. Anything you could possibly want to learn to hone in your video production skills is available to you either on Udemy, YouTube, or through a tool. Below is a list of my top 3 learning resource sites:

Wistia Library

This library is literally all about how to be successful with business video. It is an all-video format that allows you to learn about the aspects of video production for business you are most interested in.


No Film School

No Film School is one of the most popular platforms for learning about filmmaking, and you guessed it, without film school! This is a true DIY site that focuses on the technical aspect of filming, production, and industry. There are also eBooks and guides available in addition to lesson videos.


Cinema 5D

Cinema 5D is a great site to go to for reviews (especially on equipment and software), news, and industry discussions. If you are just breaking into shooting live video, and you aren't sure what kind of camera or kit to get—there is a certainly a discussion board that can help to answer all of the questions you might have on this site.


For an even longer list of video marketing tools, check out an article we wrote here on The Miami SEO Company.

4.  Video Marketing Works

As we discussed in the beginning, videos are becoming an increasingly important part of the online world, and users want to look at videos online. Video marketing works because you can:

  • Define your audience
  • Build an emotional connection
  • Communicate stories and ideas effectively
  • Use visual imagery to explain a difficult concept
  • Make content that is customer-centered

While other types of content development can certainly do this too, video really gives you the opportunity to connect with customers and businesses in a very direct and creative way. Since this is a preferred way for people to receive information, you know that you are going to appeal to people and get more views. It’s that simple.

Video production allows you to tap into a growing trend of the new ways that consumers are looking to gain access to information online.

5.  SEO Benefits

Why should marketers know video production? Why should your business utilize video content? If there is one reason that you should get out of this post it is that video content has major SEO benefits. Increasingly video content is allowing business sites to climb the ranks of Google. Major search engines now give a lot of value to video content, and similarly, visitors are far more likely to watch a 2-minute video than read a page of content. This can also help your ranking potential.

The Takeaway

In the near future video production for business is going to be an essential role for most marketers. With the increase of video consumption online and the fact that it is still somewhat rare to find a marketer with these skills, you will be ahead of the game and be highly desired by most brands and businesses.

What do you think about video production fitting into the marketing world? Do you find any of these tools or bits of information useful? Let us know in the comments section below.

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Jason Hawkins is the CEO & Co-Founder of The Miami SEO Company. He has over ten years of experience in search engine optimization, conversion rate optimization and lead generation. His core responsibilities include identifying ways to increase value of services rendered, training staff on advanced SEO topics, and A/B testing internal processes to consistently improve client return on investment.
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David Sayce
It has taken its time but finally we are seeing good use of video online especially by businesses who have move from putting video online because they feel they have to, to producing content more inline with business goals and the relevant audiences.
Great article, I have to say I am a huge fan of Wistia!
Great info! I think a lot of people forget to incorporate video as a part of their overall strategy.
Lauren Scarpa
Video is one of the best ways to capture attention and I'm interested in seeing where this whole process leads. I will say, having a vision/purpose in your videos is key. If I finish watching a video and have no idea what I just watched, you've failed.
Mark Colestock
Video use and techniques for SEO are under utilized. But it often requires more art than technical understanding to be effective.
This is great info. I will be checking out the learning resources. Thank you for sharing.
Tara Clapper
A fully produced, professional video is necessary for some types of content, but not all. If Snapchat's part of your content marketing strategy, it's important to learn things that you can do on your own. Many agencies and marketing companies expect all marketing team members to have at least a basic understanding of how to do all roles. As a blog editor, for example, I need to understand how images and videos can and should be incorporated into a blog post, editorial process, etc. I can't do that without knowing what it entails.
J  Roy
You know, some of us do this for a living. Stop telling people they can do it themselves and end up looking like crap. Just sayin'
Justin Bilyj
J Roy
I couldn't tell if you were being sarcastic, if you weren't I wouldn't want to hire you knowing you go on to people's blogs and berate them for helping others.
I got a lot of info out of this post, why don't you try adding value instead of acting like your 5...

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