the dos and dont

Establishing online credibility and authority matters now more than ever, so I invited video production and animation expert, Lee Theron of Six Degrees Productions to share her wisdom with you.


Using effective marketing and communications videos is a proven way to boost sales, improve customer and staff engagement while increasing online reputation and authority.

Videos can be hugely beneficial to everything from brand building to sales-force ignition. But only if you create them the right way. Here is Six Degrees Productions’ handy guide to making better videos.


DO #1: Know why you’re making the video

This is the most important question you can ask yourself – ‘Why am I making this?’ If your video doesn’t have a purpose, then it will never achieve it.

Here are some good examples of a purpose. I am making this video in order to:

  • increase brand awareness
  • build trust
  • motivate people to buy my service
  • explain how my product works
  • engage with my existing customers to add value, the list goes on.

Once you have defined the ‘why’, you can make sure that your video lives up to expectations.


DO #2: Understand your specific audience

Take a minute to consider who you’re talking to, what motivates them and what appeals to them. Understand them. Walk a mile in their shoes. If you really have to, ask them! Because what is important to you may not be enough of a reason for them. And everyone is different.

Consider the challenges they’re facing that you can help with. Think about the pains you can take away. There could be 100 reasons to buy your product, but only one of those will result in a sale – so make sure you understand which one appeals to which customer and use that to guide your message.


DO #3: Tell a story

This sounds contrived and cliched but there’s a very good reason content experts harp on about it – because it works! Storytelling is still the most effective way to hook an audience, and engage them for long enough to convince them to change their minds about something.

Stories activate our brains, and allow content through. Stories also follow a particular flow. We use a simple mnemonic called the HIT framework as a guide for our clients to create their own narrative paths:

H (Hook) –  Find that emotive hook to help people relate to what you are communicating in their real-world lives. Highlight a problem or pain point they are experiencing.
I (Inform) – Now that you have their attention you can sprinkle in some high-level points about your solution to their problem. Keep this brief and make it is simple and easy to understand.

T (Tell them!) – This is your call to action. Be clear about what you want them to do next! Must they visit the website? Must they book an appointment? Should they drop you an email? Buy now! Subscribe! TELL THEM!


DON’T #1: Make long videos!

There are a few times in life when size matters inversely, and this is one of them. Attention spans are decreasing daily, and our workload and distractions are increasing.
If your video is for social media, anything over 2 minutes is cutting it fine. Keep your information as top level as possible. Leave them wanting more. And then let them know where they can get more. If you’ve hooked them correctly, they will.

There are a exceptions but these are generally for videos that are opt-in.


DON’T #2: Don’t DIY

Your video is often the first thing a potential customer will see, and the first experience of your brand, so you really don’t want it to be a video with bad audio and bad lighting that was shot on a shaky cell phone. Amateur looking videos will do more harm to your brand than good!

If you have to DIY, then get the basics rights: stability, sound quality and lighting. To keep your footage stable, always shoot on a tripod. Good quality audio is imperative. Buy a directional mic off Amazon instead of using your phone or camera’s built in microphone. Natural light is your friend. Shoot a person near a window to get as much natural light as possible and then use whatever artificial lighting you have at hand to fill in the gaps. A simple desk lamp can make all the difference.


DON’T #3: Forget where your video will be played

Different platforms have different rules of engagement, which will affect how you produce your video. And these change all the time, so before you produce your video, do a quick Internet search to find out if your chosen platform works best with videos that are widescreen, square or portrait. Also check the maximum duration of that platform because these differ. On some platforms users mostly watch videos without sound, which is an important consideration before you create your video.

Are you ready to take action?

Now that you understand how valuable videos can be, we are here for you. It’s not really your job, after all – but it is ours, and it’s one we love.

Great do’s and don’ts Lee, thanks for sharing your deism with my peeps. Lee re-branded my video and did an exceptional job, you can watch that here.

A bit more about Lee

Known as a flower child and lover of rainbows, Lee is driven to make her clients look amazing by creating videos and animations that stand out from the crowd. Check out her drop the mic demo reel, by clicking here.

As a dedicated, passionate visual storyteller, Lee’s superpowers include finding new and creative ways to communicate information with an absolute commitment to delivering on time, every time.
For the last 13 years, marketers, advertisers, event organisers and business owners have been hiring Lee to promote their businesses, tell their stories and communicate more effectively.
She’d love to chat with you about how her team does what they do, and how video assets can help you reach your goals and bring your projects to life.