The Beginner’s Guide to Creating Video Content  - Handshake Digital -An E-Commerce Marketing & Advertising Agency

The Beginner’s Guide to Creating Video Content 

In 2019, it was forecasted that 80% of content consumed online in 2020 would be video. Fast forward to the end of 2020, and thanks to Coronavirus and everyone being at home much more often than ever before, and the actual stat may be even more than that. 

For someone not comfortable with it, creating video content may seem overwhelming. Looking to bolster marketing efforts as a small biz owner? Turn to video. Here’s a few pieces of equipment to get you started – like the ones we recently discussed on the Sip, Create, Repeat podcast.

Good News: You Already Have a Camera

Most think they need an expensive camera to get started. In actuality, a lot of the technology that is in your cell phone is as good if not better than some cameras you can buy. 

You can really exploit the features on your phone’s camera if you just take some time to start playing with things like locking focus or adjusting your exposures. Those alone will give you that more artistic look and professional feel.

Taking the time to learn and understand whatever camera you own is the key. We have seen iPhone photos that look like they were shot with some of the most-expensive DSLR cameras on the market. It all comes down to the person being comfortable with the device.

Now Recording

As far as recording, the audio on mobile devices will be okay, but you may want to have a separate recorder for even higher quality audio. Our team loves the Zoom ZH1 H1 Portable Digital Recorder. For $120, it will give you a very high quality audio for a relatively small investment.

Light It Up

The good amount of the Duo team lives in Northeast Ohio, which means sitting in front of a window can sometimes be just as dark as sitting in front of a wall. Spending around $40 on a ring light can be a great investment. Many now come with a tripod and/or a cell phone mount which is a two-for-one deal.


The Key Piece of Advice

The biggest thing we’ve learned from producing video content at scale for social media platforms is to just keep experimenting. Keep trying new things and keep a note of what works for your particular business. For instance, as an agency we tend to stick to high-quality video production. If we are providing tips, tricks, guides, how-tos, etc. we feel that they should be of a high quality. But, when producing videos for our clients that sell products via e-commerce stores, creating those “shaky”, viral-looking videos tend to work best. 

Why is that? Well, as consumers we don’t want to feel like we are in an ad or seeing an ad. The best ads are those that don’t feel like ads, but feel like your own brain speaking to you. This is how businesses find success creating video content and ads on TikTok. If they make their post feel natural, it will hook the consumer.


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