If you create video as part of your marketing strategy you'll be working with different types of videos and multiple video platforms. To optimize your content for the different audiences you need to create videos with purpose.
Before you create your content, ask yourself these questions:
Once you've answered these questions you'll have a better understanding of the level of production your video requires.
If your video is intended to promote your brand and increase awareness of your product you should consider hiring a professional team or using an internal video team to create your content. They will have the right tools and expertise to deliver a high-quality video that you are proud of.
On the other hand, videos that are intended to describe a product feature can be produced quickly and don't require the same production quality. Your video still needs to have quality video and sound but simple cuts and a few simple graphics are more than enough.
Every business needs a mix of both of these types of video but creating quick content is what you need to create the most of if you want to use video to sell your product.
Once you know the level of production your video requires, the next step is getting your messaging right. Creating video content that is aimed at specific parts of the sales cycle you want to be talking to is essential to helping convert your audience into customers.