What is Video Production?
Video has fast become one of the dominant forms of communications in the marketing landscape. In fact, 80% of brand leaders say video content and digital video production is the best form of content marketing available. As such, it is necessary that brands understand the steps involved in video production.
What is Pre-Production?
There is a common saying that goes: sweat in pre-production so that you do not have to bleed in post. At it’s core, pre-production is the stage of video production when producer’s do their planning. Ideally, the brand has completed concept development and strategy and a script and storyboards are already in-hand.
From this the production team can begin assembling all of the necessary pieces and parts required to produce the video.
Pre-Production: Locations
Unless the project consists entirely of motion graphics or animation you will need a location in which to shoot. This always varies from script-to-script and concept-to-concept. However, there are a variety of things to consider when approaching locations from a pre-production perspective. First, you always want to ensure that you have the appropriate permissions and permits to film. Not only is it rude to steal shots at locations in which you don’t have permission to shoot, it can also be very dangerous.
Location managers and even location services companies can not only help you find an amazing location for your video, but also help you negotiate a location agreement with the owner.
Pre-Production: Casting
Casting is also a tremendously important aspect of any video production. The talent that you put forth in front of the camera will represent your brand and a poor performance, whether it is an acted performance or a corporate testimonial can make or break your video.
When it comes to casting your talent there are several things to keep in mind, particularly if you are thinking about using professional actors. First is the payment structure. Actors typically get paid based on what is called “usage” or how long, where, and in what mediums the video will be show. For instance, if you are producing a YouTube video that is for a Christmas promotion, you would negotiate the usage as a 6-month, digital and web usage for the video medium. Typically the actor and their representatives will want to know the brand being filmed so that there are not any current or future conflicts. For instance you wouldn’t want your newly cast spokesperson for a pizza video having just filmed a separate video for a competitor.
Once the usage term expires the brand can always re-purchase and re-negotiate the terms of the agreement and continue to use likeness and footage.
Of course, this assumes that you are working with non-union talent. In the event you are working on a union project, you will need to take into consideration line-items such as pension and health, session fees, and more.
Pre-Production: The Crew
Video production is a truly collaborative effort. All members of the production have their individual specialties. However, when done in harmony the result can be truly breathtaking.
The Director
The Director is the creative lead of the production. It is her job to bring the script and storyboards to a final deliverable within the boundaries of the schedule and budget. While all other departments work independently, it is to bring her ultimate vision to reality. The Director works closely with the Producer, Director of Photography, Production Designer, and Editor.
the production team
The Production Team is traditionally made up of any combination of the Producer, Production Manager, Production Coordinator, Unit Production Manager, and Location Manager. This team is responsible for the coordination of all production activities. This includes managing the budget, schedule, crew, and equipment.
The Director of Photography
The Director of Photography heads up the Camera Department and is responsible for the visual look of the video production. He or She works with the Director to choose visual style and tone and what camera equipment will work best to reach that goal. The Director of Photography will also work closely with the Gaffer and Key Grip throughout pre-production and the shoot.
Gaffers and Grips
The Gaffer is responsible for all lighting and electrical work on the set. The Grips are responsible for equipment setup and rigging. A well-run and coordinated set is dependent on all members of the lighting and grip team being in close collaboration and working in seamless teamwork.
The Sound Department
The sound department plays a pivotal role in that without them there would be no production audio acquired on-set. This department traditionally consists of a boom operator that holds the microphones over the talent and an audio mixer that controls the audio levels while being recorded.
The Art Department
From props to production design to hair, makeup and wardrobe, the Art Department gives the production its look, feel, and tone.
Types of Video Production Content
Creating video content for brands means that you have to think about the customer at all times. What is their state of mind when they are watching your video? Where are they going to be in the buyer’s journey? Are you trying to inspire and entertain them? Teach them about your product or service? Every video has a specific purpose and stage within the marketing lifecycle. Here are just a few of the types of videos that you can create with digital video production.
Brand Videos
Brand videos exist as an organizations handshake with their customer. It represents an initial touchpoint and a chance to tell their world view and POV in a visual way. If customer’s are unsure of a brand’s positioning a brand video can concretely solidify themselves in a short, succinct way.
TESTIMONIAL VIDEOS
Testimonial videos are a fantastic opportunity to let your customers do the talking for you. Sure, as a brand you can toot your own horn as much as you want. However, nothing lends credibility to your own product or service than having your own customers sing your praises. To learn more, be sure to check out our full blog post on Testimonial Videos.
SOCIAL VIDEOS
Social video gets shared more than 1200% more than text and images COMBINED. These days it is impossible for a brand not to have a presence on social; be it Facebook, Instagram, Linkedin, TikTok, or others. Social video is different than any other form of video. One needs to craft it in such a way that a user stops thumbing through their feed to view it. It needs to be clear, concise, and engaging. Often it needs to be understandable without sound. Ideally, it should convey its purpose within the first 3-5 seconds as well.
Product Videos
According to a recent survey by Hubspot, 97% of marketers say that video marketing has better positioned them to sell specific products and services. Digital video production allows you to show off your product’s features and benefits in ways no other medium can. Product videos truly allow you to entertain your audience while educating them on your offerings.
Event Videos
Event gatherings are a great way to gather content for your brand. Video production can allow you to record your most avid customers during a time when they are fully engaged with your products and services. Whether it be at a convention, virtually, or any other venue, gathering video content of your customers is always a great idea.
Here is a series of videos that we created for our client, Scrum Alliance, during their Global Scrum Gathering in 2019.
The Future of Video Production
In conclusion, digital video production is a constantly evolving medium. Every year trends emerge that allow marketers to engage their audiences in new ways. At Venture we love being a Denver video production company that partners with brands to help them use video to reach their customers in new and exciting ways.
Contact us to learn all the ways we can help you reach your business goals