We often hear questions like, “Does my marketing video have to be high quality to be effective?” And here’s the question you should be asking yourself, “What does high quality mean exactly?” Does it need to have that glossed-over, perfectly edited, color-corrected look to be considered high quality? The answer is no.

A low-res, low production value video might be “high quality” if your particular audience expects that. And that’s really the point. What are the expectations in your industry or of your potential customers? If you’re working in high finance and looking to present the most professional image possible, this type of video wouldn’t be appropriate.

On the other hand, if you’re working in a more laid-back, casual industry that doesn’t take itself seriously, then this might be the type of video that would go over well. You might benefit from creating viral content on the fly and recording on a smartphone. It’s all about what your industry needs are. And that’s what determines “quality” and thus, makes it professional.

Here are some tips to making a high-quality, professional video for your unique industry.



Tone is essential in any form of marketing or storytelling. Determining what the tone should be will help you plan out the entire video from script to execution. If you want the video to have a light and humorous tone, there are specific types of videos that would lend itself to that. For example, a sketch video or a funny commercial. Even a casual selfie video could work for this type of tone.

If you’re looking for a more conservative or reserved tone, which is often the case with corporate videos, then you would want the type of video to reflect that. This would mean you would try and avoid being too casual. Maybe you’ll want a talking head or testimonial video.



 We say “consider” because often people with little experience videoing don’t think about lighting. There’s a science and an art to it that may be lost in a DIY video. If you’re doing it yourself, at least consider some of these do’s and don’ts:

  • If outside or using natural light, don’t put your subject directly in the sun as that will wash them out
  • Do control lighting, preferably with a three-point system (key light, fill light, backlight)
  • Do research on different lighting and the tone (there’s that word again) you can gain from each type



 If you’re doing this marketing video on a limited budget, then you’re going to have to be resourceful and that means taking inventory of what resources you have. Note the spaces you have access to for videoing, the equipment for recording and the people who might make an appearance.

People are essential when you’re taking stock of what you have available. If you have a dynamic CEO or employee who’s naturally “camera ready,” this is a big resource. Use them. If you can, avoid putting someone in front of the camera who’s only slightly better than dry paint.

Remember, necessity is the mother of all invention so take this as a blessing. Having limited resources will force you to come up with clever and creative ways to execute your video. This can often pay off.

To learn more or work with a professional video production company, contact NWT Media Group.


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