The numbers don’t lie — video continues to be one of the most effective ways to communicate a message to people. Humans are a visual species by nature, and most find videos to be more engaging and memorable than many other content forms out there. In fact, according to HubSpot, 87% of consumers say they’d like to see more video content from brands.
However, there’s a massive difference in the quality and effectiveness of your video by how it’s produced. Sure, you could simply ask anyone in your organization to quickly record something on their smartphone and post it on your website. But, what’s really going to make you stand out from the competition is a well-produced, high-quality video. The right video won’t just make a lasting impression on people, it will also motivate them to take some kind of action and give them a clear idea of your brand identity.
With the right approach — and a balance of effort, time, and technique — you can create video content that helps your brand reach (and even exceed!) your most important goals.
The Video Production Process
Before you can begin creating engaging and appealing videos, it’s important to understand a few basic principles. Perhaps the most important element of a well-produced video is its length, a characteristic that can make or break your video content.
The length of your video is largely dependent on the context of the video, as well as the target audience viewing it. When deciding on the length of your video, you’ll want to take into consideration both your audience’s attention span and what is appropriate for the story you are telling. Experts say that the optimal video length is about 2 minutes, providing enough time to effectively deliver your core message while still keeping your audience’s attention. Ultimately, it’s all about finding the balance between what is going to work for you and what is best for your viewers.
With that key concept in mind, you’re ready to dive into the video production process. While the video production process can be lengthy, involving plenty of planning and fine details, we’re going to simplify it by breaking it down into three main phases: pre-production, production, and post-production.
Phase 1 — Pre-Production
Pre-production refers to everything that needs to take place before the actual filming of the video. Essentially, this is the planning stage and should involve the following:
Get together with your decision-makers and production team to get aligned on the purpose, strategy, and goals for your video, as well as how it will be used once it’s complete. Some examples of specific video purposes include product demonstrations, TV commercials to raise brand awareness, or internal training videos.
Before you get wrapped up in the fun and exciting elements of video production, you need to set a budget. This will provide a guideline as to what you can and can’t do during the production and post-production phases.
Establishing your audience
Once you’ve set your goal(s) for the video, you can establish who you’re trying to reach with your video. Understanding your audience is vital if you’re going to achieve the right tone and feel for your video.
In order to create video content that engages and resonates with your target audience, consider the following questions:
- What do you want your viewers to do after watching your video?
- How long is your audience going to stay engaged in your video?
- What do you want them to think?
- How do you want them to feel?
Writing a script
A script will most likely need to be written for your video, and be sure to leave extra room in the timeline for multiple revisions and edits. If your video involves an interview element, have your questions prepared beforehand as well.
Creating a shot list and storyboard
Using the script, you can create a list of shots that will tell your story, which can then be turned into a storyboard to visually map out how the video will be created.
Finalizing the details
Finally, make sure you cover all of your bases and finalize the following details:
- Project timeline
- Talent, e.g characters and actors
- Production team
- Equipment needs
By finalizing all of the components above, you can help ensure that the next phase of production goes as smoothly as possible.
Phase 2 — Production
The production phase starts on the first day of your shoot and ends on the last. This phase is where all of your visions and planning come to life and involves the following:
- Setting up the sound, lighting, and video equipment
- Conducting interviews
- Acting and role-playing
- Recording voiceovers (if needed) (Note: This can be completed after all the video is shot and is typically done in a recording studio away from the shoot.)
- Capturing B‑roll (extra video footage that is used to support your story)
Phase 3 — Post Production
During the final phase, the video production team will begin to organize, review, and edit all the video footage. Throughout the editing process, elements such as music/soundtrack, special effects, graphics and text, voiceover, and B‑roll footage can be added depending on the type of video content that was shot.
Approval and Revisions
Once the initial version of the video is edited, it’s time for the first round of revisions. If you’re working with a video production company, there may be a predefined limit on the number of revisions you can request or on the number of hours spent on revisions. Once the video is finalized and approved, the video will be exported to its final format. Be sure to pay attention to the platforms in which you are sharing your video, because each platform may have slightly different specifications for optimal video performance.
Timelines of the entire video production process vary depending on the complexity of the video, but if you want to get the highest-quality video possible, it’s best not to rush the process. This process takes a lot of time and creativity, so don’t be afraid to hire on an outside production team to bring your project to life. Interesting and informative video content can offer exceptional value to your brand, and it’s quickly emerging as one of the most effective ways to reach your target audience.
If you’re in need of a video production company to communicate your message in an appealing and engaging way, be sure to reach out to our team of experts.