Video is a powerful tool for marketing, but creating videos requires more than just having the right camera and editing software. Video production includes the creative process of planning, filming, editing and delivering a final video that meets or exceeds your marketing objectives. This article will outline the key steps involved in video production, so you can take advantage of this essential marketing tool for your business.
First, you need to understand your audience and what motivates them. This step should involve in-depth research into your target market and their pain points, which will help guide the rest of the production process.
The next step is to come up with a concept and story for your video. Depending on the type of video, this can be as simple as a list of talking heads, or it can be more complex, like a full-blown narrative with a main character, conflict, search for a solution (your product or service) and resolution. A well-thought out script and storyline is the cornerstone of any successful video project and will ensure that all aspects of production are aligned with your video goals.
During the filming stage, it’s important to refer back to your video objective and storyboard. This will help you scout locations, find the right gear and prepare for any unforeseen challenges that might arise during the shoot. For example, if you’re shooting outside, it’s always wise to have a backup plan in case of weather. Also, remember to capture more footage than you think you’ll need for your edit, as this will save time in the post-production process.
Once you have the footage, the next step is to begin the editing process. This can be done with a basic video editing program or with a professional post-production company. The most important aspect of editing is making sure that all footage contributes to the overall message of your video. You can use techniques such as blending, cutaways and L-cuts to add interest and keep your viewer’s attention.
It’s also crucial to pay close attention to audio timing during the editing process. If your voice is slightly off, or a sound effect isn’t quite in sync with the dialogue, it can be noticeable to viewers and ruin their experience of your video.
Once the final video is finished, it’s time to start promoting it. You can use it on your website, social media or newsletters, and repurpose it across different marketing channels to optimize reach and engagement. By repurposing your video, you’ll maximize the return on your investment and make it easier to meet your original video objectives.