4 Guidelines to Creating Good Videos

There is more to communication than just emails, telephone calls, social media posts, and blogs. Now, we have the ability to communicate through videos online that reach our consumers instantly! From promotional videos, informational videos, to video blogs (or to some of us “vlogs”), businesses can and should implement video into their communication efforts. Not only do businesses benefit from video content, but also consumers in today’s world enjoy and respond to images and videos over text.

How can videos be used?

Videos give a business the opportunity to be creative. You can tell your story, highlight your employees, interview past clients for testimonials, or show off your products and services. Videos give you the opportunity to be personable and fun while accomplishing the duties of your business.

Why should a business add it to their communication plan?

The number of videos watched online on a daily basis have continuously grown over the past few years. According to Marketingprofs.com, “Americans watched 52.4 billion content video in December [of 2013].” Further, “188.2 million American- 86.9% of the US internet audience- watched online videos during the month.”

Image courtesy of PIxabay and PIX1861

Image courtesy of Pixabay and PIX1861


However, before using a video to communicate with your consumers, there are some things a business must consider. Although there are many guidelines to creating good video content, we have identified 4 rules of thumb guidelines to follow.

1) Know your audience:

As with any marketing message or campaign, you must know your target audience when making a business video. After all, the purpose of your video is to capture your consumers. Define your target audience and tailor your message!

2) Make a script:

Knowing what you want to say and what images or video clips you want to use in your video is key to a successful video campaign. You do not want your video to come off as unprofessional and adlibbed if you are talking about your business or products and services. By writing out what you want to say in your video, you avoid the timeliness of extensive editing.

3) Use a professional (or professional equipment):

Your video content should be taken seriously! You need to consider lighting and sound on top of good video quality. Although our cellphones take good pictures, the sound quality of cell phone videos can be poorly translated. Consider hiring a professional who has the equipment at the ready. You avoid the costs of having to purchase the equipment and can focus on other aspects of your business as the video is put together. A professional video is worth the money!

4) Make it short and sweet

Time is a valuable resource to everyone. We live in a fast paced society and therefore, your videos must be short and to the point. It is likely that your consumers will not view a lengthy video. Get your point and message across without beating around the bush. However, consumers do enjoy creative and informative content. In other words, don’t make the video so cut and dry that the message is the only content.


If videos are not part of your communication efforts, talk to your team today to find out how you can incorporate video content into your messaging. YouTube and Vimeo are great websites to visit to research on your own how companies are using them. Let us know some of your favorite video campaigns or company specific videos that you have found.

About Jamie Teasdale

Jamie Teasdale founded Propel Businessworks, a small business development company, in 2009. Since then, she has been lending insight and creativity to businesses all over the U.S., giving them the tools they need to plan, promote, and prosper.