How to get started with video marketing in 5 easy steps

British Film Institute tutor and filmmaker Sa-Ra Zwarteveen guides you through how to start creating professional marketing videos in 5 easy steps.

How to get started with video marketing

Step 1: Choose your video content strategy

Choose which strategy suits your audience and objective. This could be:

Thought leadership videos:

  • allow your audience to think of you as an authority
  • gives you credibility and makes your audience trust your expertise
  • could include Q&As, industry trends or advisory/how-to videos

Social proof videos:

  • focuses on what users of your products or services think about you
  • could include user-generated videos, testimonials and interviews

Product/service video:

  • presents the advantages and features of your product or service by showing your audience how it works and how they will benefit

Step 2: Plan your video

Plan before you start shooting – saving you time, money and stress. This could be:

  • writing a script
  • creating a shot list and storyboard
  • assembling any crew or people who are appearing in the video 
  • preparing your equipment, locations and props
  • creating a shooting schedule

Step 3: Shoot your video

Shoot your video, making sure your framing and composition is tidy. Some tips are:

  • try not to cut off people’s arms or legs at the joints and place the subject you want your viewers to pay attention to using the rule of thirds
  • turn on your gridlines on your smartphone
  • avoid messy, confusing and noisy backgrounds 
  • natural light sources are your best friend, and if you don’t have extra lighting equipment, use the strongest light source possible

Step 4: Edit your video

  • edit your video with your script and shot list in front of you
  • don’t forget to add additional effects to make your video more engaging and ensure that the story makes sense

Step 5: Share your video

  • where you share your video will be informed by your audience and strategy
  • tailor your edits to each space, and make your video fit its characteristics and audience
  • videos on Twitter gain more exposure when short and to the point, while a longer format may be useful elsewhere


Develop these essential skills with the BFI’s courses delivered in partnership with the Chartered Institute of Marketing.

For more information and to book, please visit the Chartered Institute of Marketing’s courses page