The Video Production Process: A Beginner's Guide to Video Production
Video content for business is everywhere today. It is because of how it drives customers to take action and, as a result, has a dramatic impact on revenue.
It comes as no surprise at all because customers prefer watching videos to reading text. The reason for that is that the human brain processes video 50,000 times faster. So, anyone who is not using video content for their business is leaving a lot of money on the table.
I've been to a few meetings with clients where they knew they needed a video, but they weren't exactly sure what the result goal was. As frustrating as that might seem, how do you think this makes them feel?
The whole process of video production to them is scary, so some give up the idea and lose out on the tremendous benefits it offers. This guide aims to make their part in our video production a lot easier by offering up some information to help them. If all else fails, this guide can help us help them!
If you feel the same way about video production, then you should read this guide to the end to get a clear understanding of what's involved in video production.
For over half a decade, I worked as the production coordinator in a corporate video production company. There I led a team of experts on a series of commercial video projects and reviewed many video edits to ensure they achieve our client's objectives.
In this guide, I'll be giving you a breakdown of my fail-proof video production process that I used to help my numerous clients in Connecticut.
Step-by-Step Video Production
1.) Define your Objectives
Before you begin the video production process, you must have a clear goal you want to achieve. A clear goal is an essential step in content creation – video or not – because it dictates how many things will need to be done in the production process.
If you can't define your video content goal, try thinking about problems or issues that could be solved with video. Then you can use a mechanism called SMART Objectives to help you outline what you want to achieve. SMART is a mnemonic for:
Setting a generic goal is no use because it won't suit you personally, and you won't be able to focus. If you set a clear and specific purpose that is valuable to you, you will be motivated to achieve it.
Determine the metrics you will use in tracking your progress. If it's a project that's going to take a few months to complete, then set some milestones to accomplish.
The objectives you set must be attainable based on the control, influence, and resources you have.
Ensure your objectives align with one another. In other words, make sure the pursuit of one is not counterproductive to the other. Also, make sure all your objectives align with broader business goals.
Try to set a timeline for the completion of each of your objectives. The time you set must be reasonable for the accomplishments of your goals but leave no room for procrastination.
Once you're done using the SMART technique, you should have your objectives outlined and ready to move to the next step.
2.) Research your Audience
The success of your video production project is based on how well you understand your target audience. Except you have a good knowledge of who your audience is, you're going to have a difficult time creating video content that they like.
It is crucial to do some thorough research on your target audience to get answers to questions like what are their prevalent problems? What do they connect with? Etc.
Conduct interviews, ask for feedback and listen to your target audience's questions on social media. Once you've collected your solid facts and analysis, you can base all of your creative decisions on the production from there.
3.) What is your Core Message
Now that you have done your substantial research, based on the data you have gathered, you need to answer a question: "What action does your audience need to take for you to achieve your goal?".
If your viewers only took one thing from your video, what would you want it to be?
Your answer will be your video content's core message, so make sure you keep it simple and compelling.
4.) Build a video strategy
Creating a successful video strategy requires a lot of planning, but don't be discouraged; it is similar to creating a plan for any other campaign.
Some of the things to consider in developing your strategy are:
Optimization of your video for SEO, talking about title, description, tags, etc.
Deciding your distribution channels, e.g., YouTube, website, Facebook, Pinterest, SlideShare
Repurposing and reusing your video for increased ROI etc
5.) Create a Video Production Brief
Lastly, a production brief needs to be created before pre-production can start. A production brief is a document that guides the entire production process to ensure things go according to plan.
The brief should contain all the information you've collected so far, like your objective, target audience, core message, budget, and deadline.
1.) Develop your Creative Approach
Now is the time to develop a creative concept taking your video brief as the starting point.
The aim is to build upon the information you have gathered about your target audience and excitingly use them to present your core message to meet your goals.
As you brainstorm, try to develop your creative approach, make sure you write down all ideas no matter how stupid they might seem first and then whittle down to the very best ones.
Also, feel free to take inspiration from other creatives; however, whatever approach you decide must be based on your video brief.
2.) Write a Script
Your creative approach in the last step should form the basis of the scriptwriting for your video content.
The script (along with the storyboard in the next step) will serve as a blueprint for your video. It is a critical and specialized task that should ideally be left to an expert.
Regardless of the style you choose, your script should convey your core message and clearly. If necessary, your script may also include actions, props, actors, and specific locations.
3.) Create a Storyboard
After the script is complete, you may also want to create a storyboard. A storyboard helps us to capture everything mentioned in the script.
It is a very effective way to keep track of different specific shots because it will show every shot in detail and serve as a blueprint for production.
4.) Schedule the Video Shoot
It is the last stage of pre-production. At this stage, everything related to the shoot of the video needs to be organized and scheduled. E.g., location, the gathering of crew members, costume and makeup, etc. Producers have the responsibility to make sure scripts are reviewed and approved, actors are hired, the schedule is confirmed, and the location is finalized.
At the stage is where all the segments and video scenes that would make up the video are captured.
This is the phase in which we concentrate on lighting, angles, etc., to capture the best quality possible. You probably won't need to be present when all of this is going – unless, of course, you appear in the video.
All instructions or requirements regarding the video must be communicated before the end of this stage.
After the production and the footage has been captured, the final state is known as post-production.
During the post-production stage, the recorded video and audio footage are evaluated. Then we have a skilled editor examine the many hours of footage and select the best takes to use in the final video.
Sometimes he might add generated graphics and other special effects according to the scripts and storyboard. In line with the storyboard, background music and voice-over may also be used to animate the video.
The quality of his work can break the tone and impact of the video. That means the role of the post-production team is vital in achieving your objectives.
With all the editing out of the way, the video is ready for distribution.
Finally, We are at the final step in the process. Once you have filled, edited, and posted your video content, you can now begin to promote according to your video strategy.
By keeping your mind on your core message and target audience, market your video where the target audience will see it.
While every commercial video production company is different, these are some critical elements that can help your video project go smoothly. Every time someone shares a video online, they are making a statement about themselves.
We understand this and are very mindful of it, and so always aim to make your video a match for your target audience, so they keep sharing it.
So for your commercial video production in Connecticut, contact us today.