Creating a Marketing Video In-House

Updated: Feb 25

Creating engaging video content is more important & achievable than ever before and new software platforms like Video Sherpa make it even easier to make your own videos in-house.

"Viewers claim they retain 95% of a message delivered by video" so to maximise the benefit video can bring to your organisation, you need to make sure that the right messages are reaching the right audiences and delivering on your business goals.

Planning a video for the first time can be intimating, so we have created a planner which you can follow to ensure your video turns out as you planned.

Download your Video Planner here -

Download PDF • 1.16MB


Before you can start checking things off the list you need to plan your video. The best place to start is by thinking about your audience: Is your video for a small niche audience or to be shared widely? First of all, figure out what they know already - do you need an introductory piece about the company, or can you skip this and go straight to the specific focus of this video? Decide who you are trying to reach & keep them in mind throughout the shoot. Your audience will determine everything to do with your video.


Now focus on what you need them to know at the end of the video. You need to be very deliberate about these important messages, and ensure they are clearly communicated in your video. Don't assume what people know!

Short, concise messages are most effective. The presenter should practice in advance, knowing exactly what they need to say. A natural, relaxed delivery will better engage your audience, so it's best not to recite a script verbatim, which can appear stilted.

Depending on the topic your video is addressing, start by outlining the problem you’re solving & for whom. Describe how you solve it. Spell out the benefit to your audience. Always end with a clear Call to Action telling them what to do next. It is important to position yourself as a solution and sell your benefits not your features.


Humans love to connect, they want to feel like you understand their problems. The best way to engage your audience is to use stories to relay your message - it's easier for your audience to relate to real-life examples than abstract corporate messages.

Talk about your typical clients, the problems they have had and how you solve those issues for them. Personalisation is key, your audience needs to feel like you are addressing them specifically.


Once you know your audience and messaging its time to think about what visuals you need to illustrate your messaging correctly. Remember to include a mixture of wide shots, mid shots and closeups for a more professional result - Video Sherpa will guide you through this.

Shooting from different heights - from a balcony looking down or a floor level shot of activity - gives an added visual dimension.

Context is important – filming on location is great for b-roll footage, but often too loud for interview pieces. These need to be filmed in a quieter location.

Subtle company branding is best - wearing a branded jacket or shirt is more subtle than standing in front of a pull-up banner. Your logo can also be on-screen.


Think about how long your video should be. This relates back to your audience - The channels your target audience use most are naturally where you want to share your videos, so make sure that you follow their guidelines in terms of max video length etc. Will you need to translate your video into other languages or add closed captions for social media?

Video is fast becoming the most effective way for companies to reach their clients, employees and online audiences. Video Sherpa is a video production platform that companies use to film, edit, publish and manage all their own unique video content.

It's a simple, fast and cost-effective way to create high-quality video content in-house.

Download our Video Planner to ensure you are

ready to shoot -

Download PDF • 1.16MB