For many marketers, video isn’t part of their normal routines. Some might be trying it now for the first time, though they might be experienced marketers in their own right. In fact, video can become a daunting challenge for many marketers, business owners, and social media managers. But it isn’t actually as complicated as you might think, if you break it down.
Video can be a great boost for your marketing efforts (which I’m sure you know, since you’re here) and understanding the basics of video production is a great idea – whether you plan on doing it yourself or working with an experienced video agency.
If you’re looking at creating a video, or maybe even multiple videos for your business, then a good place to start is learning about the production process. This generally involves three steps: pre-production, production, and post-production.
Before starting any marketing project, you need to have an objective and a strategy that helps you achieve that objective. Video is no different.
When making use of an agency, the first step would be an initial phone call or email in which you would outline your needs, and set up a meeting to discuss the details of the project. Meetings will follow to discuss the finer details like the target audience, budget, time-frame, and the core message of the video (or videos!). The agency will then send you concepts to approve, and arrange one final creative meeting to finalize the storyboard before production starts.
If you’re planning on tackling this yourself, then there’s quite a bit more work to be done on your part. There are a few pros and cons when it comes to choosing between creating your own video and working with an agency. Either way, the first step in the corporate video production process is the same.
After the details have been and outlined in a detailed production brief, it will serve as the main source of direction for everyone involved in the process further down the line.
Then it’s time to start thinking about the creative part of the project, i.e. the storyboard. This will drive the next two steps of the project and includes details on individual scenes, dialogue or narrative, cast, visuals, props, costumes, camera angles, and special effects.
The storyboard is based off of the production brief and it will take some brainstorming to come up with a creative idea that will appeal to your audience while sticking to the budget.
After the planning part of the project is done, the fun begins. Actually, then the hard work begins.
This is the part of the corporate video production process where the filming of the video or animation work will start. A video agency would do most of the heavy lifting here since they’ve already got all the resources, equipment, and manpower at hand. Usually, you’ll be involved in the background at this stage, sometimes giving direction if needed. You’ll also be asked to approve any decisions made at this stage – whether it’s the location, voice overs, or hiring of talent – to make sure you get the final product you’re looking for.
If you have an internal team handling the project, however, then this step starts with location scouting and hiring or buying equipment. Whether it’s better to hire or buy the equipment depends on your budget as well as whether you’re planning on making more videos in the future. After that, you’ll need to hire the filming crew, makeup artists, and talent. Of course, you’ll need to source any props you need for the video as well.
Then it’s time to start filming. It’s a great idea to shoot as much footage as you can. There’s no such thing as too much footage and any extra elements could be used in future marketing efforts.
This last step is where all the hard work finally comes together into a finished product. The editing process can take a while, depending on your needs, and will require the expertise of a professional video editor.
An editor will cut together the elements of the video to ensure that it meets the visual standards and message outlined in the storyboard. Special effects, sound mixing, and audio tracks will all be added to the raw footage. Usually, a video agency will send you a first draft, second cut, and final cut once all the details have been checked and the changes have been approved.
TIME TO SHOW OFF YOUR SHINY NEW VIDEO
After the final cut of the video has been sent to you, it’s time for distribution. What you do with your video will determine how much return you get on your investment.
There are 4 ways to distribute video content effectively and the brilliance of video is that it’s easy to reuse successfully. Using stills from your video for social media, sourcing a small part for a header on your website, and using some of the video content in a blog post for an SEO boost are some of the possibilities open to you.