Video content is accessible to today’s consumers on an unprecedented scale. Video marketing is six times more effective than print or mail, and recent research predicts that 74% of all internet traffic in 2017 will be video. With statistics like these, it’s no surprise that many companies are eager to jump on the video marketing train.
If you’re considering commissioning your first video, it’s worth taking the time to learn the basics of production. Knowing the essentials will allow you to communicate effectively with your production company of choice, streamlining the process and saving you valuable time.
Every video project is divided into three basic stages: pre-production, production, and post production.
At VevaTV, we believe it all starts with video strategy.
The most important part of pre-production is identifying your goals. First, decide on the type of video you want to create. Do you aim to promote a specific product, aid its deployment with a how-to video, create a training video for employees, or showcase your company to the public more broadly?
A good production company will work with you on the details, but it’s helpful to go in with a general idea of your target market and the message you wish to convey. Identifying your target market is also crucial for planning your video’s distribution and making sure it receives the highest possible level of engagement. Deciding on your budget and timeline early on is another useful strategy. This will allow the production company to give you a realistic vision for your project and help ensure you get a positive ROI (return on investment).
Once you’ve established your general vision, target market, budget, and timeline, the later stages of pre-production can begin. From script and storyboard to shoot location and casting, everything that happens before the recording of footage falls into the category of pre-production.
Production begins when the cameras start rolling and ends when the required footage has been captured. Efficient, cost-effective production depends in large part on good planning in the pre-production stage. This is a big part of the reason VevaTV prioritizes video strategy.
Post-production involves everything from the end of shooting to the release of the final product. This includes editing video and sound, adding titles, graphics, and special effects, and re-shooting certain scenes if necessary. Depending on the video, the post-production phase can be relatively straightforward, or even more time-consuming than the shooting process.
The flip side of today’s unparalleled ease of access to video is that it’s never been more important to generate engaging content that cuts through the noise. Conceptualize your message, consider your resources and desired return, and choose production professionals who consider it a part of their job to generate a return on your investment.