Every business needs a video (or several) – they’re one of the strongest, most succinct, and most sincere ways to get your messages across to your intended audience.

Something we often get asked is, “Should we shoot the video at our location, or yours?” It’s an important question to ask, but there’s no universal answer we can give every client. Every client’s needs are different; and so are the strengths of each shooting environment.

Let’s break down these strengths – what each method is good for, and why they are the right choice for you.

On-Location: The Personal Touch

Your Environment Tells Your Story

If the value your business provides is visible and tangible, shooting on-location is an absolute must. Some examples of this are obvious – eateries present their food and atmosphere, blue collar businesses present their workmanship and “before-and-afters” – but just about every business provides something that a designed set does not; an authentic, personal touch. Think about it like this, if the background of your shot is a plain studio wall, the only personality conveyed in that shot is that which the talent provides. But most of us don’t work in a completely sterile environment – our desks are covered in family photos and trinkets, our walls are plastered with postings and certificates, and even our choice of chair and desk conveys something about us. Shooting in the environment that you’ve made your own lends more of yourself to the shot, making it more interesting and personable to any and all viewers.

B-Roll: Show, Don’t Tell

One of the most important things we shoot is B-Roll. These are natural shots of you, your business, your employees, etc. While facsimiles of this can be created with stock footage (generic video shot by other studios) and photos treated with the “Ken Burns” effect (where a still photo is panned at a slow speed to create the illusion of movement), the value you get from shooting actual content is insane in comparison! The strength of video in general lies in showing clients what you do. It’s hard to bring a construction site or a signature hamburger with you, and B-Roll strengthens that message by showing, not telling.

One Shoot, Months of Content

Because going on-location has a certain commitment to it already, it’s only natural that the process includes shooting enough content for several videos. While there’s always several important shots we have in mind for a single shot before going to a shoot, there’s opportunities for dozens of other shots in between each of these. This means that, when you have another idea for a video six months in the future, we will have much of what we’d need to make it already, saving you time and money in the long run.

Here’s a perfect example of a fully on-location video we’ve produced:

Studio: Complete Control

1. Is the lighting in your office awful? Is your ventilation, fridge, or coworker too noisy to allow for good audio? That isn’t the case for our studio. While we are a whiz at correcting flaws in posts, not every flaw is salvageable. We can get perfect lighting and audio by shooting in our controlled environment. No cars, no phone calls, no fan noise – all you.
2. We do all of our work in a timely manner, but shooting in our studio cuts your time commitment in half. The studio is already set up when you come in, the script is prepared in advance, and we can shoot your entire component as quick as 15 minutes!
3. Setting up equipment at your location takes time, and can pose obstacles to your working environment. Getting everyone to quiet down, keeping uninvolved people out of the shot, and ensuring no employees or visitors trip over the necessary cables, can be more of a hassle than you’re willing to deal with. Shooting at our location eliminates all of that – it’s completely unintrusive.

Here’s a perfect example of a fully in-studio video we’ve produced:

The Best of Both Worlds

Which is Right for Me?

Writing is a skillset that some people love and others dread. Either way, every business — regardless of industry — needs someone who can clearly communicate ideas to their target audience. If you’re one of the people who genuinely enjoys writing and does it well, there will always be opportunities for you.

That said, even strong writers can struggle when writing for someone else’s brand. Adapting your style to fit a different voice, audience, and purpose is its own discipline. A lifestyle magazine and a business publication aren’t looking for the same thing, and recognizing that difference is what separates a capable writer from a truly versatile one. Here’s what helps.

Research Is Your Best Friend

Most people associate reporting with interviews and writing, but any experienced reporter will tell you the real work begins well before either of those. To ask the right questions, you need to understand what you’re walking into.

That doesn’t mean becoming an expert on the topic. It means being informed enough to have a meaningful conversation. As you research, keep the publication’s audience in mind. Why would they care about this story? What are you still unclear on after reading? Those gaps are usually exactly what your readers are wondering too, and they make for the best interview questions.

Be an Active Listener

Once you’re in the interview, your job is largely to listen. Give the other person room to talk and let them share their story. Some people are nervous being interviewed, so your questions give them a place to start. From there, stay present and follow the conversation where it leads.

Ask follow-up questions as they arise naturally, and don’t skip over anything that seems obvious. It’s always better to clarify than to assume. You’ll be glad you asked when you sit down to write and have exactly what you need.

Know the Purpose of the Story

This sounds straightforward, but it’s easier to lose sight of than you might expect. You know the topic when the piece is assigned, but somewhere in the middle of writing it’s easy to drift. When writers get stuck, it’s often not because the story is difficult. It’s because they’ve lost the thread.

Ask yourself: what is this piece actually supposed to accomplish? Who is it for, and what should they walk away knowing? Returning to that original purpose is usually all it takes to determine what belongs in the story and what can be cut.

Informational Doesn’t Mean Boring

There’s a common assumption that contributing writers should keep their personality entirely out of the work. And while a contributed piece isn’t an op-ed and your opinions aren’t the point, that doesn’t mean the writing has to be flat.

The most engaging informational writing leans into genuine curiosity. Did something surprise you during your research? Did the person you interviewed say something that stuck with you? Chances are it will resonate with your readers the same way. Your enthusiasm for the subject is an asset. Let it inform the writing without overtaking it.

Writing improves with practice, and every skill covered here develops over time. The more interviews you conduct and articles you write, the more natural the process becomes, and the more your own voice will emerge, even when you’re writing for someone else.

Is your brand struggling to gain momentum on social media? You’re not alone!

Social media has become more and more flooded over the past ten years, making it feel impossible to stand out from the crowd. Despite this challenge, it’s absolutely worth investing effort into growing your brand’s following. Here are 5 key strategies to help spark your social media engagement:

1. Enhance your Instagram profile

2. Foster engagement with customers

3. Avoid fake followers 

4. Test out content

5. Create content that delights your audience

In Conclusion

Every business has something to say. The ones that people actually remember have found a way to say it that sounds distinctly like them — and nobody else. That’s brand voice, and it’s one of the most underrated elements of a marketing strategy.

Authenticity Is Harder to Fake Than You Think

Customers have gotten good at sensing when a brand is being genuine and when it’s performing. The businesses that connect with people aren’t necessarily the flashiest or the most polished — they’re the ones that feel real. Your brand voice isn’t just the words you choose. It’s the attitude, the tone, and the personality behind them. When that’s authentic, people trust it. When it’s not, they can tell.

A Distinct Voice Cuts Through the Noise

Every industry has a version of the same problem: a crowded field where most competitors look and sound roughly the same. A clear, consistent brand voice is one of the most effective ways to be the option people actually remember. Whether your tone is conversational, authoritative, warm, or sharp, owning it consistently makes your brand recognizable — and recognizable brands are the ones that get called first.

People Buy with Emotion, Justify with Logic

Most purchasing decisions are driven more by feeling than by feature comparison. A brand voice that resonates emotionally — one that reflects the values, aspirations, or sense of humor of your target audience — creates a connection that goes well beyond the transaction. That connection is what turns customers into repeat customers, and repeat customers into the people who refer you to everyone they know.

Consistency Is What Makes It Work

A strong brand voice only delivers results if it shows up consistently. Across your website, your marketing materials, your social channels, and your customer interactions, the tone should feel like it’s coming from the same place. That consistency builds familiarity, and familiarity builds trust. People do business with brands they feel like they know.

It Has to Be Able to Evolve

Finding your voice doesn’t mean locking it in forever. Your audience changes, your business grows, and the market shifts. A brand voice that’s too rigid will eventually start to feel dated. The goal is to establish a strong enough core identity that you can adapt and grow without losing the thread of what makes you recognizable.

Your brand voice is the thing that makes your marketing feel like yours — not just content filling a template. It’s worth taking the time to find it, and worth the investment to get it right.