Passed on 22 May, 2025
3. Creating video content
An online video presence is more important than ever for your brand. Learn how to use this medium effectively to achieve your marketing goals without overspending.
✅ Learning objectivesBy the end of this lesson, you’ll be able to:Plan a video that aligns with your marketing goals.Produce engaging video content using budget-friendly resources.Apply effective filming techniques for quality videos.Explore basic editing tools and techniques to improve your videos.
Learning objectives
By the end of this lesson, you’ll be able to:
Plan a video that aligns with your marketing goals.
Produce engaging video content using budget-friendly resources.
Apply effective filming techniques for quality videos.
Explore basic editing tools and techniques to improve your videos.
Types of video content
Before diving into creating video content, let’s look at some of the different formats you can use.
A look at different video formats
Different types of video content serve various purposes and audiences. Here’s a breakdown of some key formats and how they can work for you.
Short and long-form videos
Short-form videos (under 60 seconds) are great for grabbing attention, such as sharing quick tips, highlighting product features, or announcing a sale. Long-form videos (2 minutes or more) work well for storytelling, tutorials, and product demos on platforms like YouTube.
Live videos
Live videos allow real-time interaction with your audience. They’re excellent for Q&A sessions, product launches, or behind-the-scenes looks. Platforms like Facebook Live and Instagram Live are ideal for building engagement and creating a sense of immediacy.
Tutorial videos
Tutorial videos focus on breaking down complex topics or showcasing how a product works. They combine visuals and narration for clarity. Use these on your website or YouTube channel to educate potential customers.
Testimonial videos
Testimonial videos, or organic user-generated content (UGC), feature customers sharing their experiences. UGC builds trust and authenticity, making it ideal for websites, social media, and email campaigns.
Planning
With proper planning, you can create engaging videos that help reach your audience without overspending.
The planning process
Creating a video starts with a solid plan. A good plan saves time, and money, and keeps content aligned with your overall strategy and goals. Whether planning a single video or an entire series, ensure each piece supports your broader objectives.
Define your objectives
Videos should align with your business values and content themes. Identify what each type of video aims to achieve within your overall strategy. For example, a food blogger might focus on key themes, such as cooking tutorials to grow subscribers or behind-the-scenes (BTS) content to build community engagement.
Generate content ideas
Think about ways to reflect your brand. A food blogger may:Demos: Break down the steps to cook a dish or decorate a cake.Behind-the-scenes: Share a kitchen tour or cooking fails.Engagement: Host a contest or start a cooking challenge.
Demos: Break down the steps to cook a dish or decorate a cake.Behind-the-scenes: Share a kitchen tour or cooking fails.Engagement: Host a contest or start a cooking challenge.
Demos: Break down the steps to cook a dish or decorate a cake.
Behind-the-scenes: Share a kitchen tour or cooking fails.
Plan efficiently
Plan multiple videos at once to save time and money. For instance, a food blogger could shoot a cooking demo, a kitchen tour, and a contest in one session.
Create a storyboard
Storyboards outline your video visually, showing key actions and dialogue. This keeps the process organised and gives you a clear direction to follow from start to finish.
Adapt to the video type
Different formats require different levels of time and effort:YouTube Ad: These typically take more time to script, film, and edit, as they require polished visuals and a professional touch.TikTok or Instagram Reel: Quick and casual, these can often be created in a short session, focusing on trends and creativity.Live Videos: Minimal prep time, but a clear outline ensures the session stays engaging and on track.
YouTube Ad: These typically take more time to script, film, and edit, as they require polished visuals and a professional touch.TikTok or Instagram Reel: Quick and casual, these can often be created in a short session, focusing on trends and creativity.Live Videos: Minimal prep time, but a clear outline ensures the session stays engaging and on track.
YouTube Ad: These typically take more time to script, film, and edit, as they require polished visuals and a professional touch.
TikTok or Instagram Reel: Quick and casual, these can often be created in a short session, focusing on trends and creativity.
Production
Producing a video doesn’t have to be expensive. With some creativity, you can make great content without spending a lot.
Producing content on a budget
By leveraging creativity and tapping into trends, you can create engaging content without spending much. Here are some ideas to help bring your videos to life:
Find your location
Use locations that you already have access to—like your home, office, or even a friend’s garden. With creative angles and lighting, everyday spots can make great backdrops.
Create a content plan
Brainstorm three video ideas you could film using the same location and actors. For example, create a series of how-to videos. Remember – you don’t need to create a major motion picture! The most popular videos are often short and simple.
✅ ActivityCheck the items off as you go.Pick a theme that fits your business or a brand. It can be a theme you’re using now or one you’d like to use in the future.Write down video ideas and select the best three.Consider whether your video will be animated or live-action. Will it need multiple actors or a single person for a voice-over? These considerations will have an impact on your budget.If you choose live-action, what kind of location would you need? It’ll have to be one that’s easy to access. Decide who will be in your videos and their roles.If you choose an animated video, what style of animation is it? Do you need to develop characters or would it be text only? Will there be music and/or a voice-over?
Activity
Pick a theme that fits your business or a brand. It can be a theme you’re using now or one you’d like to use in the future.
Write down video ideas and select the best three.
Consider whether your video will be animated or live-action. Will it need multiple actors or a single person for a voice-over? These considerations will have an impact on your budget.
If you choose live-action, what kind of location would you need? It’ll have to be one that’s easy to access. Decide who will be in your videos and their roles.
If you choose an animated video, what style of animation is it? Do you need to develop characters or would it be text only? Will there be music and/or a voice-over?
Download PDF
Download PDF
Filming
With live-action videos, getting the filming right can make a huge difference to the quality of your video.
Simple tips for filming
With these filming tips, you can make your videos look and sound much more professional, even if you’re working on a budget.
Editing
Editing is where your footage really comes to life, and it doesn’t have to be complicated or expensive. Some tools have also incorporated AI features to make video editing faster and help you enhance your creativity.
Tips for editing
You can consider working with professionals to enhance your videos, especially if you need assistance or have a large volume of footage to edit. If you decide to do the editing, here are some tips to help you polish your videos.
Check your knowledge
You're nearly done with this lesson! Let's wrap things up with a quick knowledge check about creating video content.You must complete the knowledge check to move to the next lesson.
You must complete the knowledge check to move to the next lesson.
You must complete the knowledge check to move to the next lesson.
Question 1
Ravi runs a small indoor plant shop and wants to create video content to promote his products online. He doesn’t have a big budget and wants to film in his shop. What filming techniques and resources can Ravi use to create engaging videos without overspending?
Use a smartphone on a tripod
Rent expensive equipment and hire an actor
Use an external mic for clear audio
Make use of natural lighting from a window
Submit
Submit
Yes.Using a smartphone on a tripod, natural lighting, and an external microphone are all effective ways for Ravi to create quality videos on a budget. These techniques ensure stability, clear sound, and engaging content without blowing your budget.
Lesson complete
Great job!You've learned the basics of planning, producing, and editing video content. Now it's time to take it further.In the next lesson, you'll learn how to share and promote your videos across different platforms to reach your audience.
You've learned the basics of planning, producing, and editing video content. Now it's time to take it further.In the next lesson, you'll learn how to share and promote your videos across different platforms to reach your audience.
In the next lesson, you'll learn how to share and promote your videos across different platforms to reach your audience.
In the next lesson, you'll learn how to share and promote your videos across different platforms to reach your audience.