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A Complete Guide To Video Production
A Complete Guide to Video Production: Start To Finish
The first thing to know when offering a complete guide to video production is that it is not wise for a CEO, owner or marketing director to try and do all of it by themselves. It takes more than just shooting pretty pictures or finding some clown to put something together on fiverr. It takes an understanding of writing, directing, editing and in this day and age, keyword research and optimization. Knowing runtimes and all platform nuances is also necessary. Luckily, hiring the right team does not have to break the bank as long as you come up with a strong plan on how to execute the project. Brainiac will take you from start to finish in creating the perfect advertisements and social media videos. Grab a quick consultation on the calendar below.
Here we will offer you a complete guide to video production that helps you understand all of the nuances when employing a great team. For CEOs, marketing directors, and business leaders, knowing the process can be helpful when making choices. We don't have to tell you that video production is essential to staying competitive. But it's not just any video production, its the right kind of video production. A bad video can harm brand's reputation so make sure and hire professionals who know all of the best practices per platform.
Whether you’re creating a product video, a brand story, or video content for social media, here are a few of the steps to manage the entire video production process . From pre-production to post-production and distribution, the details are important to you effectively communicating your message and having a chance at reaching your goals.
Pre-Production: The Blueprint for Success
Pre-production is where all the planning takes place, and where most of the decisions take place as well. For marketing directors and CEOs, you will do a couple one hour calls with your video director after receiving your client dashboard. The dashboard will allow you to fill out all messaging bullet points, upload your brand assets and receive links to book your script call.
1. Define Your Goals
List your goals, and where you want the video to run. You will want to describe who your audience is, how much the product or service costs, where it is available and this will help you decide what type of video you need to make.
It will also assist in knowing what platforms the video should be created for. Whether it's driving brand awareness, educating viewers, or boosting conversions, work with your writer/director to define your goal, target marketing and distribution channels. From this information, is where all other decisions will be derived.
2. Choose the Right Type of Video
Different types of videos serve different purposes. Understanding what type of video aligns with your goals is crucial for a successful video marketing strategy. Some popular video formats include:
Product Videos: Showcase the features and benefits of your product in action while also showing how the product interacts with a person's life.
Explainer Videos: Brainiac Explainers use a very simple yet attention-getting format Live host meets screengrabs, UGC content/Stock and light motion graphics to explain what your SASS or B2B service does.
Brand Videos: Tell your company’s story in a way that excites and will help build brand identity, and create a connection with your potential audience.
Social Media and UGC Videos: Vertical 8 - 15 second videos designed for platforms like Instagram, TikTok, or Facebook.
Brainiac offers bulk video production packages that will cover all of your needs. It often takes several different types of videos to have an effective campaign.
3. Scriptwriting
Once you have filled out a) What your product is b) What features it has c) Who the product is made for - then the scriptwriting can begin. Your director will look at your client dashboard, take any notes you have on messaging and do keyword research to optimize it in order to give it a better chance at discovery.
The structure of your script will also be determined by the platform the script is being written for. Your director will be able to tell you the optimal length, angles, and tone to promote your product on each type of platform. One size does not fit all, and you will need both differentscript and video for many of the different platform types.
4. Location Scouting
Your production can sometimes include free in-house locations. Locations that are outside of the offices or headquarters or require rentals or permits are also typically affordable. With the internet and sites like Peersoace and AirBnB, one can work with the client directly over zoom to choose the right location that suits the product.
Keep the lifestyle of your potential buyer in mind. Gone are the days of showing the product on a pedestal in a white room. Showing how the product interacts with the consumer's everyday life will be key in helping your potential buyers visualize themselves owning that product.
Consider logistical aspects when choosing locations. Remeber if multiple locations are required by the script, that is less time to achieve perfection when shooting, as loadin and load out of gear can take quite a bit of time out of your production schedule. Mulitple locations often require multiple days of shooting, depending on the production needs.
Production: Bringing the Vision to Life
Once pre-production is complete, comes shooting the video itself. Depending on where you land in the queue, shooting typically occurs within four to six week of script approval.
1. Choosing the right cast
The video director will give you a great selection of actors to choose from, vetting them prior to making recommendations, so you don't have to sort through hundreds. It is often a good idea to cast someone who represents your target buyer.
2. Focus on the visuals
The messaging always comes first and the right visuals per platform is what comes next. It must be shot on cinema cameras with fantastic style and music when it is meant to be a paid ad for programmatic, YouTube, etc. When the video is meant for social media, combining self-short iPhone footage with cinema cameras and lighting is often the right move.
Your director will be able to make the right stylistic and gear choices per platform during your script and planning calls.
3. Production Value
When filming, you must capture stunning footage and use a message and structure that will hold the viewer’s attention. Your director will be able to tell you what angles, types of shots and colors and location will be appropriate for the mood you are trying to generate.
4. Lifestyle footage
B-roll footage is often needed to support your narrative. It could include shots of the surroundings, product close-ups, or people using the product in real-life situations. For product videos, use lifestyle shots to elevate the production value and demonstrate how the product fits into the viewer's everyday life.
Post-Production: Crafting the Final Product
Post-production includes the editing, graphics, color correction, music selection and sound design required to take your video from start to finish.
This is where raw footage is transformed into something professional that people want to actually watch. For marketing directors and CEOs, Brainiac takes you from start to finish on the entire process, handling post-production in a way that perfectly suites your brand voice.
1. Editing
The editing phase is where everything comes together. Using editing software like Adobe Premiere, the footage is cut and arranged to create a fantastic finished product video. The structure of the edit is also very much dependent on what platform the video runs on, so making sure you know your target platform prior is very important when it comes to viewer retention and effectivity.
If the video drags on or is too long this will harm the video's SEO and, as viewer retention is taken very seriously by the social media algorithms.
2. Color Correction
Expert color corrections and video enhancements is what will help your brand seem successful and your product feel trustworthy. Brainiac takes extreme care when it comes to the color correction of the footage. Your color correction is a large part of your brand voice and how people interpret the product as part of their lifestyle choices.
3. Music and Sound Effects
Your video is delivered with brand-appropriate music, yet there are many alternate options you can choose from as well. Depending on the product, sound effects are also necessary to achieve storytelling or build excitement. Brainiac uses every tool necessary to deliver you fantastic results that fit the overall feel needed.
4. Review and Final Touches
Once the video has been completed, you typically do one or two revision rounds. However, this is not always necessary. Have key stakeholders, like the CEO or marketing director, provide feedback to ensure the video aligns with brand guidelines and business objectives. After incorporating any last-minute changes, the video is ready for delivery/ upload.
Distribution: Getting Your Video Seen
Once your video is complete, distribution begins. You need well-optimized descriptions, hashtags and sometimes even thumbnails to go along with content and Brainiac provides this as part of your order.
Share on Social Media
Social media platforms like Facebook, Instagram, LinkedIn, and YouTube are ideal places for sharing video content. For a full list of alternate video platforms and social media sites check out our list of social media platforms here.
Be sure to use the hashtags and descriptions provided to optimize your video for search engines.
2. Embed on Your Website and Use in Emails
Another effective distribution strategy is to feature your video on your website or include it in email marketing campaigns. It is definitely known to help your websites SEO when videos and photos accompany your text.
Here we have offered a complete guide to video production yet it is still crucial to hire a dedicated team who can take you from start to finish on the entire process. Book an appointment below and we'll get you in motion with a fantastic video campaign.