Video is fast becoming the way forward as the number one effective method for engaging with your audience and target market about your products or services that you offer. In order to be effective, you will need to consider laying out a budget for the following equipment:

The Camera

You will require a medium to pro DSLR or mirrorless camera body. Often, depending on your level and your requirements, a high-end mobile device will do the job perfectly. What is important is the you are able to shoot HD or 4k video. This will provide professional footage for viewing on all devices when quality and clarity meet with the optimisation and loading speed of the video clip.

A Solid Tripod

A decent weighted tripod id essential to secure the camera and lens and the rest of your rig to ensure that all is steady and there is no unwanted shake or movement. The footage must flow smoothly.


Lighting is what provided the mood, look and feel as well as plays a major role in the quality of your shoot. Today, this does not have to break the bank as there are some well-priced lighting out here for everyone. Natural lighting is great, is the lighting is correct and the time of day is perfect, otherwise you need be able to ripped with another option, that being constant LED lights with a suitable defuser, and a light stand. When used correctly, the colour balance should be perfect and all unwanted shadows and dappled light eliminated. Just decide on electrical verse a lithium battery set up.


Without doubt, very important part of the gear. The sound needs to be clear and crisp and free of surface noise. Make use of either shotgun microphone or a lapel mic depending on the type of shoot, so long as you achieve the quality sound that is expected.

Visual prompts

Again, depending on the nature of your shoot, you might require a teleprompter to assist in saving time and getting “the take” without hassle or too many repeats and cuts. Normally this piece if gear you would hire as there are many features that you might or not require based on the device, camera and the overall client brief.

Studio or natural options

It is important to understand the difference between working in a studio compared to outdoors. In both cases the above gear and knowledge is necessary. Understanding this will assist you in your costing for the shoot as well as what the brief requires. Again, never underestimate the lighting, acoustics and unwanted sound as this plays a major role in this.

Finally, after wrapping up the shoot, the fun starts… the post and editing process.

To make your content more engaging, consider the various transitions and text overlays that suit the theme. This applies to the music and the sound effects t demanded by the clip. This process is time consuming as many factors will determine a smooth in and out flow to the video clip. Insure that the colour of the overall theme meets the look and feel of the brand and the flow of the video from start to finish. Remember the video needs to tell a story that everyone watching will relate to and understand.

Where to share your video to grow your traction and sales conversions.

Like with all online advertising and social platforms, you will need to decide which platform appeals to your target market. Some well used platforms include YouTube, facebook, your website, TikTok. Often a great mailer or email campaign will benefit with such an attachment or link.

SEO (sight engine optimisation), is a useful consideration as it will provide you with accurate tracking and performance through the use of highly specialized tools. In saying this, you can refine and produce a “perfect video clip”.

What Training and skills are required to shoot video

Learn how to use your camera features and basic video settings. This will include being able to frame and compose and light the scene correctly. The camera will have modes and options relating to the setting requirements. Understand the formulas when combining ISO, shutter speed and aperture to achieve the perfect look.

The audio will also need to be clear and noise and background free. The is a crucial part of the video recording, so learn how the microphone works and the techniques involved for setup.

If you are “the editor” consider software like Adobe Premier Pro, Final Cut and even the free easier to use iMovie or DaVinci Resolve are great options, all are good for a purpose, even the latter provide great results for most smaller professional productions.

Lighting is key, learn about diffusion and colour balance, all is important, along with the various attachments and settings for LED constant lighting. Understand natural day light as this might be the ‘go to” for your brief and purpose. It is important that you are aware of the requirements on the different online platforms so your file size and dimensions are correct.

The above information is actually all available free on YouTube, so if you are serious about learning video, this is your time to get started. The above is a glimpse of the real deal, but the amazing thing is that with technology, the learning process is forever shifting, making the so called impossible, possible.