Beginner Tips For DIY Video Marketing

Video marketing is no longer optional. It’s the backbone of successful digital strategies for small businesses, entrepreneurs, and marketers. With over 8 billion daily Facebook video views and 82% of all internet traffic originating from video content in 2022, video is a powerful tool for standing out online. Furthermore, platforms like TikTok are demonstrating the power of live video, with half of its users making purchases after watching a TikTok Live stream.

Why is video so impactful? Because it communicates your brand story, values, and offerings like no other medium. Whether you’re a marketing professional or a small business owner dipping your toes into content creation, this guide will help you master the basics of DIY video marketing.

Professional vs. DIY Video

People often ask, “Should I hire a professional, or will DIY videos work?” The answer lies in understanding your goals.

• Professional Videos: Ideal for high-end branding or polished campaigns. These are great for websites, product launches, or advertisements.
• DIY Videos: Perfect for authentic, relatable content on social media. Audiences love a mix of polished and casual. Being too professional might come off as inauthentic on platforms like Instagram or TikTok.

Identify your purpose first. Is the video for your website, social media, or a vlog? Define your budget and time. For instance, high-end brands often benefit from investing in professional production to maintain their image, while smaller businesses can shine through authentic DIY content that reflects their values.

Ready to get started with DIY video marketing? Let’s dive in.

Five Tips to Get Started with DIY Video Marketing

Tip 1: Know Your Purpose

Ask yourself these questions:

• Why are you creating video content?
• Who does your content serve?
• What do you want viewers to do?

Videos must offer value to your audience and provide them with something educational, entertaining, or useful. Often, we discuss intent in digital marketing. Is your intent informational, transactional, or navigational? Consider why you are creating a video and what its purpose is, not just the overarching video strategy, but also each video. With these answers, you can then begin to understand what equipment, quality level, and style are required for success.

Tip 2: Choose Your Distribution Tools

Go where your audiences are online:

• What social media networks do your audiences use?
• What are your competitors successfully using?
• Do different niches need different types of content? For instance, does your audience require a long form or prefer a short form? You need to show up for your audience wherever they are online.

It’s better to use one distribution tool really well, instead of numerous tools poorly. Be realistic and take time to learn the tool.

Tip 3: Establish Your Style

Use your brand as the cornerstone of your video style. The more intentional your style, the more effective it will be.

Does the value of the video increase when you have a person on screen, show a demo, include graphics, music, etc.? Some people, such as coaches, may want to show themselves more on camera. Do you prefer a script or are you more improv-based? What makes you or your team the most comfortable? These are all valid questions to ask when deciding how to start to formulate your video’s style.

How do you want people to feel during and after they watch? Feeling is so important because the emotional connection is what helps people remember the video and want to share it with others. If your brand is higher-end, you will want to create a higher-end style that reflects elegance and beauty.

Tip 4: Create a Consistent Schedule

Consistency is the key to success. How frequently can you create and distribute this content? The more you can engage people by giving them an expectation of a consistent release, the more likely you are to succeed.

Who is involved in creating the video content, and what will they do? How frequently can they realistically complete this work? How will you brainstorm and outline topics in advance? Calendar tools are the perfect way to manage this type of content. Do you use project management software, such as Asana or Basecamp? Google Calendar? Spreadsheets? Consider a process that allows you to see what topics you have covered over the past months and plan for the future.

Be patient and don’t be afraid to try different ideas and approaches.

Tip 5: Track and Report on Results

Knowledge is power.  A lot of free video tools allow you to track the number of views you have received and how long people are watching. Which videos were the big wins? Which videos drove the most engagement?  What styles of videos are working best? What created the highest level of engagement? As you move forward, producing additional video, build on your successes. You don’t necessarily want to copy what has worked well, but use what has gotten results as a blueprint for moving forward.

Bonus Tips for DIY Video Production

• Invest in Audio: Sound quality matters far more than most people realize. Crisp, clear audio is non-negotiable, so test your microphone before shooting.
• Lighting is Everything: Great lighting can elevate even a smartphone video. Try natural light or invest in ring lights.
• Practice Makes Perfect: There’s no escaping the learning curve, so don’t be afraid to experiment with different angles, formats, or styles.

Now What?

Video content is essential for connecting with your audience in a meaningful and impactful way. Whether you’re shooting from your phone or investing in professional equipment, every step builds towards your goals of better visibility, engagement, and conversions.

Remember, this isn’t about perfection; it’s about progress. Nail down your purpose, focus on authenticity, and build a schedule that works for you. Stay curious, creative, and, most importantly, consistent. Video marketing is a powerful tool in your marketing toolbox, and the first step is often the most challenging.

Need tailored advice for your video marketing strategy? Connect with Big Sea for expert insights and showcase your services creatively through impactful video storytelling.