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Producing Quality Video Content: Essentials for Product Creators

Video content has become a must-have component of successful digital products like online courses, membership sites and blogs. But creating professional video requires an array of skills and strategic planning. This comprehensive guide covers core practices and tips for digital creators to efficiently produce high-quality video content that engages audiences and spurs conversions.

Why Product Creators Need Video Content

Video provides unrivaled impact:

  • More engaging than text for modern audiences with short attention spans
  • Viewers retain over 95% of messages from video compared to 10% from text
  • Helps build deeper audience relationships and connections
  • Highlights your personality and expertise through sight, voice and motion
  • Easier to understand complex processes and topics visually
  • Videos rank prominently in Google and YouTube search driving traffic
  • Air of prestige from studio quality videoproduction increases perceived value
  • Provides additional multimedia touchpoint to promote products across
  • Allows reuse of content across platforms like social media

Video’s unique advantages warrant the production time and resources required.

When Video Content Works Best

Video excels at:


Showing how to execute processes step-by-step like operating software or doing a craft project.

“Day in the Life” Stories

Bringing experiences to life by capturing them on video like a day coaching clients. Creates viewer connection.

Presenting Data Visually

Animating statistics, poll results, financials etc into infographics makes dry data engaging.

On-Location Footage

Filming at event venues, city landmarks and other destinations featured in your content enriches videos.

Talking Head Lessons

Delivering educational lectures, lessons and how-to’s as monologues or conversations.

Product Tours

High quality video showcasing product features and walkthroughs from all angles.

Determine which scenarios will work best on video to maximize the medium.

Core Equipment for Quality Video Production

Streamline with versatile foundation equipment:

Interchangeable Lens Camera

A mirrorless digital camera like the Sony A7 with multiple quality lenses provides professional results for diverse shoots.

External Microphone

An attachable mic like the Rode VideoMic NTG improves audio dramatically over in-camera mics, reducing background noise.

Flexible Tripod

A compact flexible tripod like the Joby Gorillapod allows mounting cameras easily in multiple configurations and uneven surfaces.

Lighting Kits

Portable LED lighting kits including both continuous and flash options cover indoor and outdoor scenarios.

Wireless Lavalier Mics

Clip-on lavalier mics provide crisp audio even when talent moves around on camera. Rode makes top options.

Gimbal Stabilizer

A handheld motorized gimbal like DJI’s RS 2 keeps handheld shots smooth and stable when moving with a camera.

This versatile starter equipment suits most digital creator video needs initially. Build out your capabilities over time.

Optimizing Your Video Recording Setup

Follow best practices when shooting:

Stable Camera Positioning

Use tripods and stabilizers to avoid shaky handheld shots. Movement draws the eye away from talent unnecessarily.

Mind the Background

Ensure behind and around speakers is uncluttered and neutral colored to avoid distracting viewers’ eye. Style simply.

Quality Lighting

Invest in continuous lighting and properly position it to evenly illuminate faces. Avoid shadows or dimness. Backlight subjects to highlight form.

Mic Positioning

Place lavalier and shotgun mics as close to presenter’s mouth as possible without being in frame for clean audio capture.

Setting Recording Format

Record in highest resolution possible like 4K to allow cropping during editing. Use 24 to 30 FPS.

Room Sound Treatment

Add sound dampening panels and materials in your studio to reduce echo and reverb.

Focus on core fundamentals first like solid audio, framing, lighting and stabilization for polished results.

Producing Different Types of Video Content

Common digital creator video formats include:

Explainer Videos

Short 60-90 second high production value videos demonstrating a concept, product or process concisely with motion graphics.


Casual videos sharing ideas, behind the scenes details, or chatting with viewers published consistently like weekly. More conversational and spontaneous.

Talking Head Lessons

Straightforward video lectures delivered on camera to teach students a topic. Utilize slides, graphics and camera switching to add energy.

Screen Recordings

Recording your screen to showcase software, documents, websites etc while narrating over footage.

Interview Videos

Q&A discussion videos with experts and interesting people relevant to your niche and audience interests.

Live Shows

Scheduled live video broadcasts delivering presentations, interviews, or conversations with the audience.

Choose formats matching your goals, audience preferences, and capabilities.

Sourcing B-Roll and Additional Footage

Supplement custom footage with additional video sources:

Stock Video and Animation Sites

Adobe Stock, Shutterstock, Pond5, Vimeo – vast libraries of high quality b-roll, animations, sound effects, overlays and more.

Your Own Library

Build up your own b-roll vault over time when out filming at events, destinations and stock shoots. Curate usable clips.

Keyword Searching

Search video sites for very specific keywords like “coding timelapse” or “woman writing at desk” to get shots perfectly matching your script concept.

YouTube Creative Commons

Enable YouTube’s creative commons filter then download and reuse free public domain footage. Attribute correctly.

Friends and Experts

Have niche friends, experts or brands in your network shoot custom b-roll illustrating concepts ideal for your video topic.

Rich supporting footage elevates production value substantially if used judiciously. Just avoid overly busy sequences distracting from the core content.

Producing Quality on-Camera Video Lessons

Engaging lessons require:

Conversational Tone

Speak naturally like explaining to a friend vs a teleprompter. Script talking points to keep relaxed tone.

Presentation Slides

Show concise slides reinforcing key concepts next to the camera. Keep text minimal with more graphics and images.

Optimal Length

Break into chunks under 10 minutes each focused on discrete subtopics to retain viewer attention.

On Location Shooting

Move beyond just a studio. Shoot educational examples onsite at fitting locations when helpful.

Text Overlays

Overlay concise text bullets and key takeaways on screen periodically to summarize important concepts from narration.

Picture-In-Picture and Cutaways

Switch between camera feeds showing different angles like over-the-shoulder views demonstrating concepts.

Engagement Questions

Ask short 1-2 question knowledge checks or polls during lessons to sustain attention.

Maintain energy and avoid monotony with strategic shooting, editing and interactive elements.

Maximizing YouTube for Video Content

Leverage YouTube:

  • Upload all videos in HD resolution and expanded 16:9 aspect ratio
  • Complete video titles, descriptions, tagging and playlists completely
  • Research best times to publish videos for core audience
  • Include links to site and products throughout end screens and description
  • Participate in comments and engage viewers by name
  • Run YouTube discovery ads to related videos to expand viewership
  • Analyze viewer dropoff graph to refine pacing and retention
  • Feature videos prominently in channel branding

YouTube provides creators immense organic visibility when you optimize posting habits and channel branding.

Repurposing Your Video Content

Extend value by repurposing:

  • Upload both to your site and YouTube for dual viewership
  • Turn lesson videos into shorter 1-3 minute excerpts for social sharing
  • Transcribe videos into blog posts expanding on lessons
  • Compile video soundbites into a podcast episode
  • Animated key video slides into standalone graphics, social posts and ads
  • Create a best of video recap combining highlight clips
  • Use footage in paid video ads on social media and YouTube
  • Re-edit lesson sequences together for a free downloadable course
  • Add videos to email nurturing sequences like onboarding flows

Repackage video further to populate additional channels and maximize the return on production investment.

Achieving Consistent Branding Across Videos

Maintain cohesive look:

  • Use same logo, color scheme/palette and graphics in intros and outros
  • Edit in branded elements like lower thirds and animated backgrounds
  • Keep font choices, logo placement, and style consistent
  • Use templates for intros and outros in editing software for efficiency
  • Develop video thumbnail templates coordinating with branding
  • Choose locations, wardrobe and props aligning with brand image
  • Match tone of voice, demeanor and speaking style across hosts/presenters

Uniform branding builds familiarity and keeps production efficient. Yet allow flexibility to adjust intro lengths, fonts etc. individually to prevent template fatigue.

Outsourcing and Automating Video Production

Streamline production:

Reusable Templates

Invest in quality After Effects template packs for introductions, titles screens, transitions, lower thirds etc. to quickly brand videos professionally.

AI Voiceovers

Use AI voice synthesis services like WellSaid to generate professional voiceovers from scripts at scale vs manual recording.


Hire specialists like animators, editors, videographers and graphic designers to produce content faster without doing everything yourself.

Virtual Assistants

Delegate pre-production work like scheduling, scripting, asset sourcing and transcription to virtual assistants.

Tools like Spirit

AI video creation platforms automate full video production from script including images, animation, voice etc.

Leverage capable assistants, automation and tools over solely DIYing at first to boost output.

Avoiding Common Video mistakes

Steer clear of pitfalls:

  • Forgetting to tailor content structure and pacing to video vs writing
  • Neglecting to storyboard complex scenes and sequences in advance
  • Recording audio using poor quality microphones and rooms
  • Capturing talking heads only centered and static rather than multi-angle
  • Failing to shoot enough supplemental b-roll footage to use as cutaways
  • Not writing scripts and narration before production vs winging on camera
  • Thinking good equipment alone will create greatness devoid of deliberate creative
  • Rushing editing process without thorough refinement of story flow and pacing
  • Uploading at incorrect aspect ratios or low video resolutions
  • Failing to prominently display channel branding and messaging

Great video combines creativity, deliberate messaging, high production value and distribution polish.


Video content represents a crucial opportunity for digital product businesses to engage modern audiences powerfully across platforms. Yet quality video production requires forethought and expertise spanning ideation, shooting, editing, branding and distribution. Plan videos deliberately targeting formats your business and audience will actual benefit from – don’t force it just out of fomo. Invest in versatile foundational equipment and leverage automation, tools and freelancers for scalability over initially DIYing everything. With the right creative and production process in place, video can become a multiplier accelerating reach, authority and ultimately sales. Prioritize it without overcomplicating early on.


By Dani Davis

Dani Davis is the pen name of the writer of this blog with more 15 years of constant experience in Content marketing and informatics product, e-commerce niche.

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