19 April 2016 Video production tips and best practices

15 Inspiring Video Marketing Tips from Marketing Experts

I asked some of the biggest names in marketing for their best video marketing tips. Here's the inspirational, useful video advice they gave me.

Some serious video marketing pros reveal their best video marketing tips.We all want to do great stuff with video.

But sometimes, well, the whole idea of video marketing can seem just a bit overwhelming.

I've found that one of the best ways to learn is to take advice from the best.

So I got in touch with some serious marketing masters who have all used video to achieve amazing results.

Here's what I asked them:


If you could pass on a single video marketing tip, what would it be?


I'll be honest, the replies I got were better than I ever expected.

Now I've collated them all here in one post, so you can learn from, and be inspired by, the top video marketing tips from the top video marketing pros.


Bonus: Download a free version of this post in PDF. So you can view, print or share all 15 of these inspirational video marketing tips whenever you need.

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"Use emotions to connect with your audience"

Use emotions to connect with your audience.

One of the big reasons to use video is to connect with people on a personal level so that way you strengthen you bond... and emotions are typically the way to do this.

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Neil PatelNeil Patel

Co-founder of Kissmetrics and Crazy Egg


"Get in there and have a play"

Video is the most versatile marketing medium of them all.

Don't let people tell you it's 'good for top of funnel' or 'just for case studies'.

Used well, video is great at just about anything: long, technical explainers or short, emotional heartstring-pullers.

6-second Vines or 90-minute feature films.

As Homer Simpson said of the donut, "Is there nothing it can't do?"

So the tip is: get in there and have a play.

Think of video for just about any goal.

Do some with high video production values and make others on your iPhone.

Just do it.

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Doug KesslerDoug Kessler

Co-founder & Creative Director of Velocity

Twitter  LinkedIn

"Know your audience and know your value proposition"

The most important piece of advice is to know your audience and know your value proposition.

That'll help you reach them every time without interruption or confusion.

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Tim SchmoyerTim Schmoyer

Founder of Video Creators

Twitter  LinkedIn

"Focus on the first 10 seconds"

Focus on the first 10 seconds. Really.

If you look at your YouTube audience retention or Wistia stats you'll notice that approximately 20% of your viewers drop off in the first 10 seconds.

If video is important for your business, this is a very big deal. 

Since I first noticed this phenomenon 18 months ago, I asked myself: why?

Well after a lot of experimenting, I found the reason: the viewer isn't sure this video is right for them.

Sure, you'll lose a good chunk of your audience no matter what. But I've discovered that letting people know they're in the right place significantly reduces this initial drop off.

For example, my older YouTube videos have these long introductions that give a high-level view of the topic at-hand. So for a video on keyword research I would say something like: "Keyword research is important for SEO because, blah, blah, blah." And my audience retention was terrible.

Today, I just reiterate what the person will learn in the video.

For example: "In this video you'll learn how to X."

Or I introduce the problem the person is having: "How do you get authority bloggers to link to your website?"

Those more direct introductions have dramatically boosted my audience retention, which means more people watching my video content.

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Brian DeanBrian Dean

Founder of Backlinko

Twitter  LinkedIn

"Know specifically what you want to achieve with video"

Be clear about your goals.

Know specifically what you want to achieve with video. And know what you need your audience to do to get you there.

What action do they need to take to ensure your meet your objectives?

And what mindset should they be in to enable them to take that action?

In other words: what should your audience feel, think and do after watching your video content?

If you can solidify this in the planning stages of video marketing you're on the way to success.

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James BryantJames Bryant

Co-founder & Video Strategy Director of Venture

Twitter  LinkedIn

"A strong story told well can resonate immeasurably"

The strength of a story carries a video.

Actually, that's true of all content.

But it's especially true of video, when a strong story told well can resonate immeasurably.

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Ann HandleyAnn Handley

Chief Content Officer of MarketingProfs

Twitter  LinkedIn

"Build your audience over time"

Don't do one video... do a series.

Building a loyal audience takes time, so treat your video like an ongoing story playing out and build your audience over time.

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Joe PulizziJoe Pulizzi

Founder of Content Marketing Institute

Twitter  LinkedIn

"Think about how you can repurpose video"

Don't box yourself into a corner when it comes to video.

When you're planning your video content, always think about how you can repurpose video in different places and across different channels.

Yes, you want to achieve your main video objective, but beyond that, how can you maximise the usefulness of video?

Using your content across a range of places is one of the most effective ways to keep your audience engaged no matter where they might find you, and draw in the largest relevant audience possible.

And it all leads to a higher return on investment for video.

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Jonathan EnglishJonathan English

Co-founder & Managing Director of Venture


Twitter  LinkedIn

"Know who you're talking to and speak directly to them"

My biggest tip is to be specific.

There's a ton of content out there, 400 hours uploaded each hour.

If you don't know who you're talking to and speak directly to them you're just going to get lost in the clutter.

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Brendan GahanBrendan Gahan

Founder of Epic Signal

Twitter  LinkedIn

"Capture your audience's interest then sustain it"

So many components feed into the production of effective videos.

If I were to choose just one tip, it would be to ensure your videos are of high quality and unquestionably concise.

(Was that two tips? Sorry, I cheated!)

62% of consumers are likely to form a negative perception of brands that publish poor quality videos.

Before any marketing even begins, your video production has to scream 'elegance'.

Nobody is going to stay to watch if your sound is muffled, too tinny or overpoweringly decibel rich.

Prepare to invest in premium equipment or hire professionals to produce videos for you. Otherwise, don't bother, honestly! It's your brand's reputation at stake.

Your visuals have to be spot-on, the difference between recording from mobile phones, budget camcorders and high-end digital video cameras is easily distinguishable. Balanced lighting is critical to complement the focal points in shot.

Lastly, brevity is your friend.

Capture your audience's interest then sustain it.

Two minutes may sound like a very short space of time in the real world but when you're viewing a video, time can pass very slowly.

Considering our increasingly attention-deficit culture, never forget this!

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Sam HurleySam Hurley

Founder of OPTIM-EYEZ

Twitter  LinkedIn

"Be human"

Being yourself on camera is the key to good video marketing! Be human!

And the best tip I know to help you do that is to get loose before a take

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Brendan SchwartzBrendan Schwartz

Co-founder & Chief Technology Officer of Wistia

Twitter  LinkedIn

"Take the time to make it great"

The biggest piece of advice about video marketing I can provide is to make it beautiful.

The days of "an iPhone video is "good enough", is over.

When creating video, even if you can't take the time to get a well-lit, professional studio look, at least take the time to care about the presentation of it.

A static-filled Skype video interview where the audio sounds like a telephone conversation isn't really good enough.

Take the time to get great audio, to edit carefully, to get what you need, rather than what you can.

Video can be a very powerful way to bolster the brand conversation with your audience. But take the time to make it great.

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Robert RoseRobert Rose

Chief Strategy Officer of Content Marketing Institute

Twitter  LinkedIn

"Be very clear about your objective"

Know what your objective is at the outset.

Whether it's a 6 second Vine or a 6 minute film, be very clear about your objective for the video before investing a penny in creating it.

This will help make expectations clear for both creator and viewer!

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Richard KosinskiRichard Kosinski

Former US President of Unruly 


Lydia Cockerham

Written by Lydia Cockerham Copywriter for Venture Videos — a full-service video production agency that specialises in producing creative videos & campaigns that get real results.

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