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As consumers grow increasingly impatient, they want more information in less time with even less effort.
Greenbaum Marketing will guide you through the process from start to finish ensuring the final product is a true reflection of your company and story. Our portfolio is the lifeblood of PatraCompany and we strive to create the best portfolio possible.
PatraCompany helped us expand our company's marketing approach, by offering great advice and ideas to promote our business and attract customers. PatraCompany delivers state-of-the-art technology, a tireless work ethic, fast turnaround times, and a finished product that always impresses. After you've filled out this form, someone will be in contact with you to discuss your project details. It's time to show of your business with video production that captivates, compels and create enthusiasm. Commercials, video blogs, buzz generating Youtube features, lead generation and branded content are right around the corner. The human voice can be soothing, helpful, calming and cause a stir of emotions unrivaled by any text if done correctly. The reason I’ve been blogging a lot less than usual is because I’ve been working on some exciting side projects here at WordStream, namely shooting and editing a lot of video (stay tuned in the coming weeks for more info).
Many marketers want to get into video, but to say it can be intimidating would be an understatement.
In today’s post, I’m going to share 15 tips for editing and producing marketing videos, so grab a cup of coffee and get ready for a crash course in marketing video production. The best marketing videos don’t just happen – they’re a result of meticulous planning and preparation. Before you even think about getting your camera equipment ready, consider putting a storyboard and shooting script together. Remember – the more time you spend planning your marketing video, the less likely you are to find yourself missing footage later on. Make sure all your presenters or subjects know what’s expected of them beforehand to minimize mistakes or wasted time on the day of the shoot. Also, try to avoid having your presenters memorize pages upon pages of script – they’re probably not actors, and asking this of them is likely to cause more anxiety (and mistakes) than allowing them a little freedom. Planning to intersperse shots of your team hard at work into your video, or cut away from your presenter to other footage?
Whatever footage you need, figure it out during the pre-production phase to avoid situations in which you need footage you don’t have. TIP: If you need a shot of something that would be difficult or impossible to film yourself, such as aerial shots or footage from exotic locales, you can always use stock B-roll footage. Whether you’re shooting a video or taking a photograph, composition is crucial to the finished product. Composition is the proper term for how a shot is framed and staged, or “composed.” This refers to how your subject – whatever it is you’re filming – is arranged and positioned within the shot. Notice how the primary subject in the image is positioned where two of the four points (which are known as the “anchor points”) intersect? This is a pretty standard composition using the Rule of Thirds, and although it might not seem that remarkable, composing your shot in this way makes it easier for the eye to “read” and results in a much more aesthetically pleasing shot overall. In the example above, the upper of the two horizontal lines is the logical horizon point for this shot, as using the lower of the two would result in the shot containing way too much empty sky. Many cameras enable you to overlay this grid onto your viewfinder, making it easy to compose your shot before and during filming. However you choose to frame your shot, make sure that you keep composition in mind, especially when setting up your camera. Few things will ruin a marketing video faster than a shot that is either too light or too dark.
Again, this is a complex topic and could easily warrant its own post, but for our purposes, all you need to know is that mixing two light sources with different color temperatures will make for an unevenly lit shot. If you position your subject too close to the window, you could run into a potential contrast in light sources – the fluorescent overhead light with a temperature of around 4500° K, and the daylight, which has a temperature of around 5600° K.
Now we know that different light sources have different temperatures, we need to account for these temperature ranges by manually setting the camera’s white balance – a process that basically tells the camera what “true white” looks like in an environment to avoid color casting. In the image above, the shot on the left has a blue color cast caused by the natural temperature of the daylight in the shot. Many cameras have an auto-white balance feature, but I strongly recommend learning how to set it manually. Even if the color casting in the example above is the effect you’re trying to achieve, film the shot using the correct white balance and adjust the color in post-production – don’t rely on lazy camerawork to achieve a particular effect. Unless you’re filming a Broadway musical, you should probably avoid placing your subject in bright pools of direct light. To learn more about lighting for video, check out the awesome videos at the Vimeo Video School.


You don’t need to soundproof a conference room in your office (but hey, if you can, go for it), but be sure to bear the acoustics of your location in mind when you’re scouting for possible places to film. Even experienced presenters make mistakes, and the last thing you want is a situation in which you only have a single take of a crucial part of your marketing video.
Before we dive into my post-production tips, you need to choose and familiarize yourself with your editing software.
I strongly recommend using Adobe Premiere Pro, which has been my go-to editing package for almost a decade. Despite being a comprehensive professional editing suite, Adobe Premiere Pro is also surprisingly user-friendly, and the learning resources and user community at the Adobe website are amazing. When importing your footage into your editing program, clean up your clips as you import them. Editing the final sequence together using trimmed clips is a lot easier than adjusting each individual clip on the fly.
When editing a shot of someone doing something, make sure to cut to the next shot during the action that your subject is performing. For example, if you’re editing together a sequence of someone opening a door before walking through it, cut to the shot of the subject opening the door at the precise moment the person turns the door handle. Once you’ve got all the clips you need imported into your editing program, it’s time to start actually putting the rough cut of your marketing video together.
However, before you begin the painstaking process of frame-by-frame editing, get your clips roughly into place.
Unless you’re making a Star Wars parody video (which would be kind of awesome in a marketing context), don’t use radial wipe transitions – or star wipes, or any of the other “zany” effect presets that come with your editing software.
Not every video needs background music, but if you’ve decided that yours does, be careful about your choices. Remember – a record company won’t care if you’re “only” using copyrighted songs in a short marketing video.
You can also use certain songs and orchestral pieces if they are considered to be within the public domain. Editing packages such as Premiere Pro and Final Cut Pro are extraordinarily powerful and enable you to accomplish a great deal with your videos, but they’re not magic. Hopefully, this post has given you some ideas of pitfalls you can avoid when the time comes to start producing your own marketing videos.
If you have questions about any of the points raised or anything else video-related, let me know in the comments – I’ll do my best to answer them. Professional video production can be a fiendishly complicated topic, and while the lowered barrier to entry is generally a good thing for marketers, small businesses, and even enthusiasts and hobbyists, there's definitely an element of expectation management involved. I agree that "few things will ruin a marketing video faster than a shot that is either too light or too dark." I think that it is definitely best to perfect the lighting in-camera if possible so that you don't have to fix it in post-production.
I have been considering doing videos for my blog but I am very intimated by the idea of it. This article is extremely helpful for me because my husband and I are just starting a new company and need to make a few videos. They’re real professionals who have a great eye for producing video content that sells- and they have fun doing it.
I would highly recommend their services to any business looking to improve their marketing approach. From completely rebuilding our company's website to now handling Wallboard's complete online marketing package, these guys never disappoint! From scripting to production to voice tracking to end product, Merge Left Marketing can provide the very best in high-quality audio for your next project. I haven’t been on an extended road trip (sob), nor have I spent the last eight weeks or so in quiet contemplation in a monastery atop a mountain in the Himalayas (though I could definitely use it).
With so much to think about – from camera equipment and editing software to lighting a shot and optimizing audio – the barriers to entry can be high.
Storyboarding helps you figure out exactly what shots you need before you start filming, and a shooting script is like a screenplay for your video.
You should have a good idea of what the finished product is going to look like long before you arrive at your location, and your presenters should know exactly what they’re doing. If you’re filming an explainer video showcasing your software product, B-roll footage might include shots of satisfied customers using your product, or an external shot of your offices, for example.
I’ve used footage from Beachfront B-Roll several times in the past, and the quality and diversity of the footage is excellent.
To read more about shot composition, check out this great guide to line, shape, negative space, and other composition techniques. Yes, you can correct image brightness and contrast in post-production to some extent (more on this later), but it’s better to get the shot right on the day of the shoot than relying on “fixing it in post” later on. You’ve chosen an indoor room with good acoustics (more on this later), and you’re ready to start filming. This kind of conflict can be difficult to compensate for, and it’s a headache you really don’t need.


The white balance of the shot on the right has been set correctly, capturing the true colors of the image.
Intense primary light sources can blow out the brightness and contrast of your shot and cause unflattering reflections on your subject.
This provides you with a safety net in case you notice something wrong with one of the takes, and allows you to edit together your final sequence from several clips of the same sequence rather than relying on just one. This remarkably robust editing program has everything you need to start producing professional-quality marketing videos, and the pricing plans are very reasonable (around $250 per year for an individual license), meaning that the barriers to entry have been lowered considerably, even for small businesses. Most editing packages allow you to set “in” and “out” points for each clip, reducing their length by trimming out pauses, giggles, and false starts.
There’s no point agonizing over precise timing issues until your video has already begun to take shape. The more attention to draw to your transitions and editing, the cheaper and more amateurish your video will look (and yet we still forgive George Lucas for this). For example, you probably wouldn’t expect to hear Norwegian death metal in a promotional video for an animal shelter.
Unless you use royalty-free music or compose your own, most music is subject to stringent copyright restrictions that could land you in some seriously hot legal water if you don’t play by the rules.
It’s copyright infringement, plain and simple, and it could result in a costly lawsuit, so tread carefully and err on the side of caution. You can read more about public domain music at the Public Domain Information Project, and browse a selection of public domain artists and genres at Public Domain Music.
Sometimes, you simply won’t be able to correct the brightness or contrast of a shot as much as you need to, or manage to isolate a single person’s voice in a room crowded with hundreds of people.
Many people end up disappointed by their first forays into video, not because their gear isn't decent, but because they slowly realize that there's a lot more to production values than buying a fancy camera. I agree - many people have no idea how much trouble they can get into by failing to comply with copyright law. It's interesting because marketing videos are growing in popularity and relevance, but it can be hard to know what you're doing.
I think besides beings elf-conscious on camera, I also don't know much about filming or editing. I hadn't even considered any B-roll footage yet, so I'll need to start coming up with ideas for that right away.
Find out how to drive results with exceptional quality and craftsmanship in video production. Fortunately, the price of decent gear and post-production software has dropped significantly during the past 10 years, making now the ideal time to start producing your own marketing videos. You can use a series of still photographs as a storyboard, or even rough sketches or stick figures – whatever is easiest. The viewer’s eye will naturally gravitate towards the top-left anchor point, and many people will spend longer dwelling on this area than other parts of the shot, making it a logical point at which to position the main area of interest in your shot – in this example, the face of the subject. The room is lit primarily by fluorescent lights, but there’s a problem – a large window that lets in plenty of natural daylight.
If this isn’t possible, position your subject sufficiently far from the windows to avoid the daylight interfering with your shot. There are many different lighting techniques, each of which can be used to achieve a certain effect.
In my opinion, the ease with which you can seamlessly move between Premiere Pro and other Adobe programs such as After Effects and Photoshop alone makes it the stronger software program. You may not even have to worry about this, but it’s worth bearing in mind if you’re working on a more ambitious video. It won’t look pretty, but it’ll give you a solid idea of which parts of your marketing video need the most work. Yes, it might be possible given enough time and skill, but post-production should be seen as a process to add polish and finesse to your video, not an opportunity to go back and fix mistakes that could have been easily avoided during a properly planned shoot. Stay tuned in the coming weeks and months for some delicious video goodness from WordStream!
Of course, regulatory bodies and industry associations (particularly the MPAA and RIAA) often exploit the law themselves by pursuing frivolous legal action against content producers, which doesn't help (or win any fans to their cause). I am considering getting a small company that can help me make videos and at the same time teach me basics! Don’t just tell them your marketing message, show them, with engaging and professional video content.
You can fix a lot of audio problems in post-production, but even a faint echo can be a nightmare to get rid of completely. I know you say it isn't a hard rule, but since we read from left to right is it normally better to have the subject where the lines intersect on the left like in your first image?



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