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Video Marketing 101: Why You Should Care About Video Lighting?

Consumer demand for video content is on the rise. The statistics to back this claim up are overwhelming. For starters, over 500 million people are watching video content daily, adding up to over 8 billion video views for every single day. What’s more, YouTube reports that mobile video consumption rises by 100% every year and 92% of viewers share that content with others. In fact, social media video generates 1200% more shares than text and images combined.

After watching a promotional video, 64% of users are more inclined to buy a product online, and companies that use video content in their marketing strategy enjoy 41% more web traffic than those that don’t. With over 80% of users remembering a video ad, even after a month, it is no wonder that estimates point to the fact that by 2019, 80% of all consumer internet traffic will comprise of video content.

Now, merely posting videos on the internet and hoping for all the statistics as mentioned above to hold true, doesn’t cut it. Not all videos are the same, and with the ever-increasing amount of such content out there, every detail counts. With this in mind, you should place particular emphasis on the type of lighting you use. Second only to sound quality, lighting easily makes the difference between a good and a bad video.

Video lighting.

Apparently, there is more to video content than just lighting, but for this article, we will focus only on this part alone. In short, there is two types of lighting available: natural and artificial light.

Natural light.

For obvious reasons, making use of natural light is a cheaper alternative than using specialized equipment to obtain the desired result. Nevertheless, there are specific factors that you need to keep in mind when making use of natural light in your videos.

For starters, natural light indoors is a better alternative than using a desk lamp, for instance. But just by standing close to a window, doesn’t address the issue of shadows being cast in the background – something that becomes immediately apparent to the audience.

When shooting outdoors, however, you need to make sure that your lighting between scenes remains consistent with your script. If changing sunlight is a factor, consider using some blackout curtains and specialized lighting equipment. It can be a somewhat tricky procedure, however, and hiring a professional video production company would be a wise choice.

Artificial light.

When it comes to indoor filming, some necessary lighting equipment is a must. Improvising with whatever light fixtures you may have at your disposal can also work, but the results will not be the same. Whether you are filming people, animals, or objects, the way they are lit will be a huge determining factor in the overall quality of the video.

Too much glare can make a person’s face look tired, while lighting from only one side will make that person look somewhat strange and creepy. And let’s not forget the shadows in the background, as these are the first indicator of a low-budget and unprofessional video.

Here’s a quick rundown of what types of lighting equipment exist on the market:


Hydrargyrum medium-arc iodide, or simply HMI, is a type of lighting that’s been in use for decades. Its main advantage is that it provides a great daylight source, balanced at 5500 Kelvin. They are, however, quite expensive.


Tungsten lighting is pretty much what we have in our homes today. They provide a warm, yellow light, perfect for capturing that homey feel. Though relatively cheap and good for filming small, cosy, indoor scenes, Tungstens consume a lot of energy.

Fluorescent lighting.

Fluorescent lights have several things going for them. They’re versatile, they emit decent light for a number of different indoor scenes, and are quite energy efficient. The lamps also have a long life, lasting on average about 10,000 hours. Fluorescent light sets are quite an expensive upfront and contain mercury, which is toxic if somehow ingested.


As the newest kid on the block, LED’s are quickly becoming a favourite. They’re energy efficient, long-lasting, they come in more compact and easy-to-use and install sets, and can deliver pretty much what the others can, thanks in large part to their dimming capabilities.


Every business should use video content in their overall marketing strategy, either as a stand-alone project or as complementary to a larger plan. The style used, be it high-end professional videos, or a selfie-cam-type production should be in tune with the company’s culture. Whatever the case, the video needs to be well made to accurately transmit the story to the audience, without them losing interest.