If a video production is to be successful, it must be well-planned
and strategic. Most video productions have numerous moving parts and
components, including both physical and human assets that must be carefully
managed. As a creative and technical endeavour, it's critical that everything is
in order well before ” and even after ” the cameras start rolling. Here are the
five most important stages of video production, as well as how they should be
managed for maximum success.
Ideation, Development and Strategy
Choose a video type “ There are many different types of
video production, including explained videos, commercials, infomercials,
company stories, and more. The format of the video and the resources needed
will be determined by the type of video.
Identify a core audience “ The most important aspect of your
production is arguably going to be its core or target audience. The structure
and tone of your production are influenced by your audience demographic.
Brainstorm production ideas “ Because every production is
both an art and a science, it's important to be creative and try to find new
and unique ways to present your vision.
Determine the most effective strategy for reaching your
target audience “ You must not only have a mission for your production, but you
must also clearly outline how your production will reach out to these
individuals.
Determine a production budget and goal “ Every production
requires a reasonable budget as well as a metric to measure its success.
Metrics such as traffic, increased sales, and engagement are frequently used to
measure success.
Pre-Production
Pre-production planning is less abstract and more specific
than ideation, strategy, and development planning. This is where storyboarding
will take place to outline each individual scene, as well as script writing.
From top to bottom, pre-production planning should include
every asset that the production requires. This includes equipment rentals,
talent, and quotes for all items that will need to be rented or purchased. The
more detailed the planning, the less likely it is that the shoot will go over
budget or fail to meet deadlines.
Before production begins, all necessary licenses and
permissions for any shooting locations should be obtained. If shooting occurs
in public places, the state may be required to be notified; this is especially
true if the shooting may interfere with traffic or the use of public spaces.
Production
The most intense and time-sensitive phase of any video
project is production. A well-managed production must run like a well-oiled
machine, as each additional day of production incurs significant costs. Having
said that, problems can arise during production, such as weather-related
issues. Contingency plans may be required to ensure that production continues.
The shooting schedule will have been planned in the most
efficient manner during pre-production. This shooting schedule will be followed
as closely as possible by the crew. The production crew will set up equipment,
complete the shoot, and then tear it down at each shoot ” and any on-set
issues, such as equipment malfunctions, will have to be dealt with on the fly.
Because of the time constraints, everyone on set will be assigned a specific
task and will be held accountable for completing it on time.
As needed, multiple takes will be shot with live actors,
scenery, or products. On set, the sound will be isolated, but additional sound
effects and audio will be added later. A continuity expert may also be hired to
ensure that the scenes are consistent between takes and overall.
The length and complexity of production will be determined
by the type of video being produced. A simple explainer video could be shot in
an afternoon, whereas a full television commercial could require multiple takes
over the course of a week. A longer video could take several weeks to complete,
especially if multiple locations and sets are desired.
Post-Production
Post-production is the process of putting the shots
together. Indeed, this is when the production will begin to take shape. The
video and audio will be cleaned up during post-production. Any mistakes will be
corrected, and the scenes that have been shot will be added to the final
sequence. Before the final video is completed, multiple post-production
versions of the video may be cut together.
High-quality video and audio make the post-production
process much easier. Even though there is a lot that can be done in
post-production, even talented and experienced people cannot improve the
content's quality. Video can be brightened or coloured-shifted, but it cannot be
made clearer, sharper, or higher in resolution. This is why it is critical to
begin with the proper equipment and personnel.
Effects such as visual effects, CGI, and narrative audio may
be added during post-production. If audio, such as voice lines, were not clear
during the initial shoot, actors may be required to return to re-record their
lines. This is quite common. During this time, other effects such as text,
titles, and captions will be added, and a final version will be compiled for
distribution.
Marketing and Distribution
Once the video has been completed successfully, it must be
marketed and distributed. Marketing and distribution are determined by the
production's target audience. Younger audiences prefer social media and other
online venues; older audiences may prefer more traditional media, such as local
television stations. Online platforms, in general, are the most accessible and
cost-effective. The following are the major types of distribution:
Television is the most expensive type of distribution, but
it also has the largest audience. It's especially useful for products with
broad appeal or services aimed at a specific geographic area. Local television
advertisements, depending on timing, may be well within the budget of even a
small business. However, television advertisements have some drawbacks as well:
they must be broadcast in a traditional 'commercial' or 'infomercial' format,
they are difficult to interact with, and they are not shareable.
Platforms for video - Platforms for media encourage sharing
and 'going viral.' Though a video platform allows for free posting, there are
ways to promote posts by paying for them. Video platforms can target videos to
specific demographics and help a video go 'viral.' Free video posts may
struggle to gain viewers if the company's social media presence is weak,
whereas paid video posts will generally gain as much traction as the business
is willing to pay for. As a company expands its presence on the platform, it
will realize even greater benefits.
Social media platforms - Primarily social media-based
platforms are an excellent place to share videos that have already been posted
on a video platform, or to directly upload videos. Companies that can establish
a social media presence can immediately interact with all of their followers,
many of whom are already interested in their product. However, access to
customers who aren't interested in the product may be limited, and, as with a
video-based platform, work must be put into the overall campaign of the social
media platform.
Websites - Businesses can also use their own websites to
distribute their videos. 'About us' videos, explainer videos, and product videos
are frequently distributed in this manner ” but only to an audience that is
already on the company's website. This is free, but it may only have a small
audience. Companies can, however, continue to buy paid advertising for their
website and videos in order to increase traffic.
Videos can be distributed to a variety of online venues for
free. It is in a company's best interest to publish videos on as many platforms
as possible; for maximum exposure, a company can publish a video to a video
platform and then link to it on their social media and website. They can then
pay for advertising on social media and video platforms to promote their
videos.
Regardless, the success of a video will be primarily
determined by its content and professionalism. Professional-looking videos and
interesting, compelling videos will be shared by a user base, providing the
company with free advertising at no additional cost. Though a company cannot
always plan for a video to go viral, it can create the best video possible.
Each of the five stages of video production is required to
produce a polished and entertaining final product. A professional video company
can bring all of these components together at the lowest possible cost, whereas
those who are unfamiliar with video production may find the process to be
slower or more expensive. In any case, the planning and preparation stages of
video production are typically the most important to the final product.