Video Marketing

Video Marketing: How to Choose the Right Tools to Make Good Videos

By Clàudia Martínez, on 04 November 2019

It’s no secret that you should be using videos in your digital marketing and social media strategies. As a brand, videos allow you to interact more dynamically with your audience, whether through an announcement on YouTube, a post on Facebook, or a Story on Instagram. With video marketing, you can reach your potential audience more directly and compellingly, especially Gen-Z and millennials. 

But how can you stand out among all of the other videos everyone is else is producing? Consumers want to watch high quality, well-produced videos, so today I’m sharing my top tips on choosing the right equipment for your marketing videos.

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Video Marketing: How to Choose the Right Tools

How to choose the right equipment for your video marketing strategy?

The first, and perhaps most important, detail that many people don’t pay attention to when they are just starting out is the quality of their camera. 

If your content is attractive and interesting, and your image quality is on-par, then you are in a much better position for your videos finding success or even going viral.

Having videos that are high-quality legitimizes both your content and brand because it represents professionalism and expertise. 

If you’re thinking, “Well, that makes sense but I can’t drop $1,000 on a brand new camera,” then fear not. In the very beginning phases of your video marketing, I don’t recommend immediately buying the most expensive camera on the market. Instead, you should invest in your video marketing gradually, along with your results. 

Today there are many smartphones with a good camera that can work well. If you do decide to start with a smartphone then I recommend that you use a tripod specifically designed for phones so that you can avoid any shaking. You can easily find one of these tripods on Amazon!

If you are interested in actually purchasing a camera, you’re probably thinking about a full video camera, but I personally recommend the reflex camera since you get a much nicer image quality at a lower price. Video cameras resemble the television visual aesthetic, while the reflex cameras are more like the cinematic visual aesthetic. 

A few years ago buying an SLR camera would mean making a significant financial investment but, as more models have come out, the prices have become more affordable. 


How to choose a reflex camera?

If you do go with a reflex camera, the first thing to consider is ensuring your camera has a video option, since there are reflexes that only take pictures. 

There are several different brands on the marketing, including Canon, Sony, and Nikon. Personally, I don’t consider any option better or worse than the other, just choose the camera that you think fits your budget and needs the best.

In Cyberclick we use the Canon 750D, and as you can see on our Youtube Channel the quality is very nice. It has a touch screen and a swivel. The swivel is especially useful for vlogging or recording yourself solo since it allows you to be in front of the camera and see yourself at the same time. 

Another plus to this model is that it has a continuous autofocus system when recording videos, which means if you’re focused on a person, it will continue to focus on them in the recording, even if the person moves. 

So how exactly do you get these cameras at a fair price? It’s all about researching and reading forums and blogs to find the best recommendations at a good price and, of course, tracking any sales or promotions that stores may have. 


What about lenses?

One of the secrets to improving the quality of your videos is to change the lens that you’re using. It may sound like a small change, but it can make a huge leap in terms of quality. 

At Cyberclick we use a 50mm lens, which gives a more cinematic touch to the image. A 50mm lens focuses on an object or person in the foreground and blurs the background. 

A clear example of this style is an image that features a person in the foreground, with spots of blurred light behind them. Likely, this photo was taken with a 50mm. In addition, it allows more light to enter, making the images brighter and sharper. 

Video Marketing: How to Choose the Right Tools

The photo below shows the difference between using the default lens that they usually sell with the camera, an 18-55mm (left), and a 50mm (right). 

Video Marketing: How to Choose the Right Tools

With all that said, I only recommend this lens if you record in a medium to large space with a busy background. Your results will not be the same if you record with a smooth wall behind you.  

Why? With this lens, you should position the camera farther than you would with the 18-55mm lens, since the image angle it captures is smaller. Ideally, you should ensure that you’re filming least 2-3 meters away from the person to get a shot of them waist up.

You must make sure that there is a background with several elements behind the person or main object, since the point of this lens is the blurred background. If there is nothing to blur, you will not get this effect or professional aesthetic. 

There are other lenses that can also achieve this effect, and even make it more exaggerated, but I recommend the 50mm because it’s one of the most cost-effective lenses on the market, at around 100€. 



The lighting of the space is also an essential visual aspect to consider. You do not want your videos to look like they’ve been recorded in a cave. You should aim for bright, clear, and professional. 

I recommend using lighting equipment to help you achieve this aesthetic. This is an especially easy investment since you can easily find spotlights at around 20€ on Amazon. If you record in a place where you don’t have natural light, or it’s just very weak, I recommend using at least two lights. 

On the other hand, if you have a window where you can take advantage of natural light, a single spotlight may be fine. Look at the difference between the images below of my colleague, Sara. We used the natural light that comes in from the right side, and added a single spotlight to eliminate the shadows on the left side of her face.

Video Marketing: How to Choose the Right Tools



Depending on who you ask, some will claim that audio in your marketing video is almost more important than the image itself. Think about it; You can watch a movie on your computer with low quality but with good video, and its pretty unbearable watching a movie with high image quality but damaged audio. Good audio conveys professionalism, and it doesn’t have to be difficult to achieve.

There are two types of methods and microphones. In the case of video marketing, as its mainly videos of people talking directly to the camera, I recommend using the tie microphone. You can find microphones with nice quality for around 10€ on Amazon. It connects directly to the camera and even on some phones, so you don’t have to do any audio post-production work. Make sure the cable is long enough to reach the speaker from the camera. 

If there is more than one person speaking in the video then you can use a two-headed tie mic. Additionally, if you don’t want the mic to be seen you can easily hide it under the clothes and it should still capture the audio fine.

Now that you have the right equipment you can begin planning your video marketing strategy! Let us know if any of these tips worked for you!

Clàudia Martínez

Video Content & Marketing Strategist at Cyberclick.