Video Basics


There are five basic elements of video marketing to consider before pressing the record button. You don’t need everything on this list to get started but these tools and techniques will save time and improve your video quality. With the right tools for the job, you’re on your way to effective video marketing – two are free and one is literally already in your pocket!


  1. A Plan


Working on next year’s business or marketing plan is also the time to decide what type of video content you want to share and how often. Consider weekly, monthly, and quarterly ideas.


A couple months of sticking to your plan and you can begin to recycle and repurpose your videos. For example, what you live streamed on Facebook yesterday can be uploaded to YouTube next week. Or the video you put on YouTube two weeks ago can be shared on LinkedIn. Longer videos can be edited into smaller pieces and shared in segments to expand your content library and meet your posting goals.


  1. Camera


Your smartphone camera or digital camera is perfect to start. Until it makes sense for you to outsource video production, the tools you have at hand will work well.


  1. Tripod and / or Gimbal


A tripod stand is perfect for setting your camera on your desk or any flat surface. Modern models have flexible legs to attach your camera to stationary objects, like wrapping it around a staircase railing to film yourself in a home’s entryway. A gimbal is a handheld camera stabilizer and the best tool if you plan to be in motion. To create a listing video that involves you walking through the home, a gimbal is the way to go but they can be expensive.


  1. Microphone


Your smartphone is a suitable alternative to a clip-on microphone (“lavalier mic”). The best audio is recorded close to the speaker though, so clip-on mics provide more flexibility. There are options that plug directly into your cell phone or digital camera. For a few dollars on, a pro will edit and overlay your video and audio recordings. Imagine a video walk-through of a listing and your voice over (or that of someone you paid on Fiverr) narrating it.


  1. Light and Noise Mindfulness


When in doubt, err on the brighter side. Pay attention to light and the level of background noise in your practice takes. Adjust the brightness directly on your smartphone or digital camera and to cut down on background noise place a piece of tape over your phone or camera’s microphone holes. Tape limits the amount of noise that can enter the mic. Test different kinds of tape–scotch, masking, duct–to see what works best.