Contrary to popular belief, you don’t need exorbitantly expensive cameras and a full video production team to produce compelling video content (they help, of course). But the right video for your audience depends on what your goals are with your campaign. Quality will come from better equipment, but videography is a skill, often developed over many years. You must consider the composition of the shot, lighting, audio, and more—and this is to say nothing of the editing process. A powerful video editing software program is invaluable for producing video worthy of commercial attention, but not necessarily a must. At the end of the day, your smartphone certainly can capture compelling video–but it takes significant skill, planning, and editing to turn it into good marketing materials.
The best video you can make is a video that will compel your audience to engage with you in some way. If your video is capturing a nature scene, action, or something else visually appealing that would truly benefit from a high quality camera, then yes, you will notice a difference if you shoot in 4K at 60 frames per second. In reality, there are a ton of videos that are just as compelling that are filmed at lower resolutions and framerates. The overall goals and aesthetic of your brand and your channels will determine whether higher quality is an absolute necessity, or just something that’s nice to have. If you’re shooting action shots of dune buggies in the desert, you’ll of course want different equipment than if you are filming a client recording a testimonial.
The best viral videos go viral without trying to. As a brand, you of course want to reach a large audience, but you also want to reach an audience that is likely to take action and engage with you. Show them something new, or recreate something familiar in a creative way. If you can offer something interesting, insightful, or surprising, people will grab onto it. Similarly, funny content is among the most likely video to go viral, but also among the hardest to do—it requires a deep understanding of what that platform’s audience finds humorous at a particular point in time. The shorter answer is: don’t try to go viral, but instead focus on making quality content that is well-edited, clearly captioned, and engaging.