Using video marketing to promote your products and services is an effective way to boost engagement and expand your reach. Customers enjoy watching videos because they’re engaging, convenient, and compelling. It’s why most social media platforms like Facebook and Instagram have pivoted to video, and why so many companies are investing their time and money into producing the best content out there. But you need to do more than just churn out these videos in order to get people’s attention and keep them coming back for more. You also have to make sure your videos actually look great.

The most important factors when it comes to creating worthwhile videos that’ll attract audiences are content and video quality. You can ensure that your videos tick off all these boxes by outsourcing the task to an experienced video production team, but you can also choose to do everything in-house if you’re running on a tight budget. All it takes is some practice and the right equipment to get the ball rolling. Here’s everything you need to create videos that’ll turn heads.

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Camera

The most important tool in your video production arsenal is your camera. There are plenty of camera types out in the market today, and each one is used for a specific purpose. The most basic kind of camera you’ll need to get the job done is a DSLR camera. Most DSLR camera’s can record videos in 1080p quality, which is the standard for high-definition digital video. Entry-level cameras usually cost around $350 to $600, but you can get a good deal for one when it goes on sale online. You might also want to consider purchasing it secondhand if you’re really in a pinch, but you have to do your due diligence to ensure that you don’t just waste your money.

Higher-end video cameras and DSLRs provide better image and sound quality, but they can set you back by about $1,000 to $2,500. All the features you need are already in a standard entry-level camera though, so it’s highly recommended that you settle for a mid-range camera if you’re a beginner or just operating on a tight budget.

Tripod

The current crop of cameras in the market today all have excellent camera stabilization, but that doesn’t exempt them from the shake caused by your handling of the camera, particularly if you’re using a zoom lens. A tripod will keep your camera steady and result in more professional-grade footage. A good price for a basic tripod costs around $75, while higher-end tripods from established brands like Benro and Manfrotto can go for about $250 or more. The prices depend on the quality of the material, and extra features such as smooth panning and portability.

Storage Devices

You won’t be able to use your camera without first inserting a memory card into it. This is where your raw footage will be stored. The most common memory card sizes you’ll find are 16GB, 32GB, 64GB, and 128GB. If you need more space, you can carry multiple memory cards. You can also purchase an external hard drive or USB flash drive for extra storage — they have the capacity to carry up to 1TB worth of files — and for security, in case your other storage devices become corrupted.

Lighting

Excellent lighting is necessary for a great video. Poor lighting can result in poorly performing videos and a ruined reputation. Lighting for video is a science, and it can get quite technical and complex. But for most basic videos, all you’ll need is a softbox that can illuminate your subjects effectively and a reflector to reflect any ambient light. A basic lighting set-up with just these items starts at around $150, depending on the brand and quality of the equipment you buy.

Microphone

Although most DSLR and professional video cameras have an excellent audio pick-up, the quality is still nothing compared to audio picked up with a proper external microphone. These are especially necessary if what you’re filming involves a lot of speech and dialogue. The most popular entry-level microphones come from the Rode brand, and their prices range from $100 to $500. If you’re going to be creating lots of interviews, tutorials, or explainer videos, you can also consider a lapel mic which is a little cheaper but just as effective. It can be attached to the clothing of your subject.

Video Editing Hardware and Software

Once you’ve got all your footage ready, the next step is to edit it into one cohesive video and render it for uploading. You’ll need to make sure that your computer can handle the heavy load of storing the video files, as well as the stress of using editing software. This means that you’ll have to upgrade your computer’s hardware to ensure that it has a powerful graphics processor and lots of memory. You also need to buy the right software to edit your videos on, such as FinalCut Pro, Adobe Premiere Pro, or even Windows Movie Maker.

Once you’ve got all this equipment on-hand, you’re ready to start making eye-catching videos for your business.