How do you make a great video? One of the ‘great’ questions for content marketers today.

Video has been the go-to format in recent years and is predicted to keep its spotlight on the content scene. But the definition of great video is constantly shifting as formats, placements and creative treatments evolve.

The Globe Content Studio tackled the ‘what makes great video’ question at its most recent MarTech Morning event through the lens of these three pillars: ideation, execution and distribution.

Panelists included YouTube influencer Alexandra Gater, freelance line producer Katy Maravala and Vidyard product marketing manager Jesse Ariss.

Here are the key takeaways from the session:


Have a main focus and goal for your video. This is key. Listening to people’s feedback and getting inspiration from other creators can help you stay inspired and evolve.

Experiment, but be cautious of having too many drastic abrupt changes that take away from the brand you’re building. Be mindful of the changes you make with your viewership because they might be expecting something.

Make sure you’re on top of trends. For example, YouTube has moved to TV territory and as such, its videos are becoming more like series with better production quality.

If you’re aligned on your businesses core values, then creating an authentic video story is easy. Find out what that is and stick to it. Authenticity is not a commodity if it’s told honestly.


Collaboration is key to balance creative and budget. The right form of collaboration can change throughout the process so you have to stay nimble. You have to be open for the unexpected to happen and an idea to change last minute. All minds on deck.

Details, details, details. It’s important to be fluid in the creative process, but you have to keep the core details in mind to constantly assess what’s feasible and how to execute it properly from the perfect lighting to the set styling.

Budget constraints are a reality, but so are paying people and getting a job done flawlessly. Transparency is key and educated clients on how their money is being used to make a video is important. What are you trying to achieve with your video? Make sure you define that so the price tag can be understood.


Ask yourself: “How is this video going to be used?” We know video can be a good solution but it’s not the answer to every single problem. Know your objectives and be honest if a video makes sense.

Call to action: Never fade to black. When a video finishes, you have the attention of your audience. If you don’t have a clear CTA after you video is complete, then you’ve failed.

Think about the brief and assess what video channel is best for your video content. How can one video and your creative idea work as long form, short form and extra short form from one video? Something to consider when making creative choices in the upfront.

Favourite video trends from our panel:

Stories of real people (i.e., Katy’s recent Mark’s campaign on how real people wear Mark’s)

Series based, long-form video (Alexandra’s Youtube channel / DIY series)

Interactivity with video (think Netflix, Bandersnatch)


There’s a 30-minute audio recording of the session, which you can listen to here:


The next MarTech Morning (this time on Augmented Reality) takes place at The Globe and Mail Centre in Toronto on April 17, from 8 a.m. to 10 a.m.

This MarTech morning panel moderation and blog post is brought to you by Monica Bialobrzeski, a Creative Strategist from the Globe and Mail’s content studio.