Thinking of producing a video? Not sure where to start? Well, first off: not every video project needs to hire a production company or involve a marketing and creative firm. It might seem strange for a blog post coming from an agency to start off with that statement, but it’s true! With a little prep and some basic gear, most businesses can produce usable video for social media, or in-house communication.

Gear: To get started, you'll need a camera, microphone, and tripod. Your smartphone can certainly work as a camera, and plenty of affordable microphones and tripods are available online. Our clients often ask what is a good resource to safely purchase quality products, and we can wholeheartedly recommend B&H Photo (a highly respected New York-based retailer with an amazing online presence). Do not skimp on the audio. The first thing people try and drop is purchasing a mic – don’t do it! Clean audio raises the bar of even the most basic video.

Setting: When filming, be sure to use good lighting and choose a quiet location. If you're shooting outside, try to film during the morning or late afternoon when the lighting is soft and flattering. Believe it or not, a cloudy day usually provides nice, even light and no harsh shadows - a bonus for an in-house shoot. When it comes to capturing sound, avoid noisy environments – give that microphone you purchased a fighting chance. Make sure you place your subject (a person, a product, etc.) away from whatever is behind them. This is called separation and it usually makes for a more pleasing composition. Also, don’t place the subject in front of a bright background (like a window) as a phone camera or other basic video gear will have trouble exposing the scene correctly.

Message: Once you have your equipment set up, think about the message you want to convey in your video. Keep it simple and focused on your target audience. You can create product demos, customer testimonials, or how-to videos. If you know you’re going to post on a specific social media platform, understand any run time restrictions so you don’t go over.

Editing: When editing your footage, keep it short and sweet. A one to two-minute video is usually enough to get your message across. Use basic editing software to add titles, transitions, and music. Both Apple and PC-based systems include basic editing software that’s free and usually pre-installed. On an Apple it’s called iMovie and on PC there are a few options, including Clipchamp.

Rushlight: At the Rushlight marketing and creative agency, we produce videos for businesses, organizations, and campaigns. Our expertise includes script writing, message consultation, planning, casting, location permits, insurance, crew, direction, post production editorial, and ad placement. If your business or organization determines that a project’s video needs to go beyond in-house production, please reach out to us. Video production is an incredibly powerful way to communicate to your audience – and we promise to make it an enjoyable experience.