Video Production:
The Basics of Creating Content

Companies publish video content online for various reasons: to find clients, partners, and sponsors; to show their work; to spark changes in society; or, to advertise their business. Whatever your reason is for creating video content, keep in mind that there are certain principles to follow that make creating content both a pleasant experience and a productive, effective part of your business.

Principle No. 1: Make your audience happy

Keep your audience's preferences in mind. Remember that it's not just current customers watching your videos. They also catch the eye of potential customers, competitors' customers, sponsors, partners, and many more of your company's internal and external stakeholders. If they like your content, they watch more of your videos and become loyal more quickly. Make your audience happy by giving them the video content they expect from your company. It's very important to be consistent when doing so.

Principle No. 2: Interact with your audience

Not sure where to start? Try the following recommendations:

● Talk to the audience in your own regularly posted videos. You can dedicate whole videos or portions of them to speaking to your audience. Let's say that your company supplies OTT and IPTV solutions. Show what your company does, what your principles are, and how you develop new features and updates. You can also attract a charismatic employee as a guide. It could be the head of the company or any other suitable candidate. Give them a behind-the-scenes look at how you create content or a sneak peek of your company at work. This lets you do several things at once: you can highlight the quality of your products or services and showcase your company's scale and hi-tech solutions, as well as your employees' professionalism.

● Reach out to viewers in special releases. If you rarely shoot video content, you can create one-off videos to thank the audience and respond to their questions or comments. You can do it as a FAQ video. This is a popular format on all kinds of online platforms. In addition to the obvious advantage of providing practical content, an FAQ video lets you directly communicate important information to your audience while simultaneously saving your employees valuable time that they would otherwise spend answering the same questions from customers.

● Ask your employees to be natural in the video. If that doesn't work out, you can always find special someone in the company. Maybe one of your co-works has always wanted to be a vlogger and being in front of the camera isn't a challenge for them, it's an additional opportunity to self develop. Exactly a relaxed tone gives viewers the feeling they're having a real conversation.

Principle No. 3: Interactivity

Let viewers participate in creating new releases. Here are a few ways you can do this:

● Directly answer the audience's questions in the comments or in your videos.

● Ask viewers what they want to see in future releases. If you use a customer's idea, be sure to thank them publicly.

● Include viewer's content in your videos. You can do this in a video about your product through storytelling, a personal testimonial, or testing a product or service. This is simultaneously one of the simplest and most complex formats. Who can talk about your product more sincerely and emotionally than its user? Just don't forget to get permission to do this.

Principle No. 4: Be consistent

To reach success stick to one style. It can be shown in video formats, brand elements on the channel, which creators you work with, and how often you publish new videos. Here's what we recommend:

● Shoot a series of episodes. We suggest that you create an easily recognizable design for them and come up with storylines that unfold over several videos. This could be a series of training videos or employee interviews.

● Follow a release schedule. Choose which days you'll add new videos and let viewers know by announcing on your website or social media. A regular publication schedule is a sign of professionalism.

● Stick to the same style. This is another way of standing out from your competitors.


● Find out what your audience thinks. You can do this by publishing surveys or sending out e-mail newsletters.

● Before introducing something new, think about whether it fits your style.

Principle No. 5: Take care of your well-being

To create great video content and develop your channel over time, you need to take care of your mental health. That's why it's so important to find joy and inspiration in your work.

Principle No. 6: Get inspired

Videos are more interesting and generate more of a response if the creator is really passionate. We put together some tips on how to look for inspiration:

● Think about which topics you are interested in. What videos, movies, and shows do you enjoy watching? The issues raised in them can form the basis for creating content.

● Make videos based on your preferences and customer wishes. Try out different formats to figure out which ones both you and the audience like.

● Don't aim for popularity. If you shoot videos of a certain format just because they might appeal to the audience, you risk becoming disenchanted and burnt out professionally. What's more, narrowly focused content fosters your image as an expert in the eyes of your target audience. It's better to talk to a smaller audience on a professional level than to try to please the general public with superficial conversations on popular topics.

Principle No. 7: Be interested in your work

To get long-term pleasure from creating video content, follow these tips:

● Save time and energy. Organize your shoot so that you avoid wasting your time, energy, and money.

● Don't overestimate your capabilities. Think about what resources you'll need to create videos according to your schedule.

● Plan ahead. Even if you already have ideas for creating a whole series, it's better to decide in advance what to offer the audience when it ends.


● Develop ideas that reflect your brand values.

Try to shoot several videos at a time. It saves time, energy, and money.

Take care of your mental and physical health. That's the secret to a long career as a video maker because professional burnout is real.