Preparing for your first video project? No matter what type of video or how it is created, there are a few key points to making a successful video that you should consider before moving forward.
- What is the goal? (I like to tie this to the sales process –what is your message you want to convey and end-result you are trying to achieve)
- Who is the audience? (Consumers, CEO’s, Investors, Press, Potential or Current Employees, etc.)
- What resources do we have? (Time, budget, photos, location or materials/objects to shoot, etc.)
- Who are the decision makers? (Who will approve the video content, the budget, music, timelines, etc.)
These are all important because there are decisions that need to be made along the way and if you don’t have a good sense of what you are trying to accomplish and for whom, it’s going to convolute everything else. Too many companies try and cram in all kinds of information and unfocused messages, resulting in a long, boring, poorly communicated and non-effective video as it is trying to accomplish too many goals. My motto is: ‘one video, one goal’.
Video production can be complex but it can be boiled down to 3 simple steps. Here’s a quick overview of the entire 3-step production process:
Step 1 - Pre-production: This is the planning stage. It can be as simple as ‘go here and shoot that’ or it can involve a more planned approach involving the development of interview questions, scripted voice over, planning what kinds of shots are needed and planning the creative concepts behind the structure, travel coordination and much more. Pre-production is typically a balance of time and monetary resources as well as authenticity vs. control.
Step 2 - Production: This is the video shoot stage. It may involve multiple days and locations, graphic assets and similar types of 'asset creation'. If you are able to plan ahead and have enough control over the situation, you will set yourself up for success and be better able to capture the vision of your video. If you don’t have control over the location, lighting, sound, performance, etc., then those are issues you will address in the final stage.
Step 3 - Post-Production: This is the editing stage where all the assets are brought together and assembled following your existing plan. If you have the luxury of time, it’s always best to leave some room in your schedule (and budget) to be able to go out and get additional assets or come up with new ideas. Most projects have a plan but that plan should evolve with the realities of what material you have and how it all works together become clear as you review the video footage. If you build in cushion time during editing, this is the stage where the magic really happens.
A couple of notes on the video production process:
It is both a technical process as well as an art. Not only are there countless production tools (lights, cameras, editing software, etc.), every step of the process can also be improved with increased knowledge, experience and talent (that last one is something you can’t teach).
It’s a rare case when you can merely assign a video project without having to stay involved. In most cases, there are logistics that require scheduling, budgeting, asset coordination, permission, favors, approvals and more. Even if you hire a production company, they are going to need a lot of things from you with at the very least, your time and sign off.
If you do it right, you can plan all the stages of your project and with keeping back-up copies of all your assets, you will be able to go back and make changes as needed. I’ll just tell you now that nothing can be 100% planned. No battle plan survives the first shot and it’s the smart video producers that use this to their advantage. Keep a strategic reserve of time and assets to be able to react to the evolving situation. If you just make a plan and try and stick to it, even if the realities that develop don’t match the vision, then you are in a bad place. It’s a collaborative and creative process! Try and get a small but solid team together than you can all help mold your project into the best it can be, no matter what you have to work with.
No matter what your goal, video is a powerful tool to engage your audience, tell your story and communicate your message. Keep your audience in mind and give them the respect they deserve in order to earn the attention of their eyeballs.
For more educational information on video production, download the free guide “5 Killer Business Uses for Video.”