If you are planning to use video marketing for your business and think that it’s simply a case of pressing the ‘record’ button on your smartphone, think again!
A video that has not been carefully planned will not work. You need to think about the message it is going to tell and what you need so the story works visually.
At Media Borne, we like to discuss with our clients across the North East of England and further afield what they want to achieve before we start the planning process.
We’ve already looked at the fact you need a storyboard and a script. Both are part of the production process, so what is the rest of the process?
The video production process
There are three stages of the production process: pre-production, production and post-production. Whether a film is a promotional video or a Hollywood blockbuster, the process is pretty much the same.
Video production can vary depending on the style, content, budget and timeline but the three-step process provides the foundation for quality marketing videos.
Before a single move has been videoed by the camera, the process begins in pre-production. This is the time you spend on planning a video’s content.
Once you have the idea to create a video, you need to look at the goal: what do you want the video to achieve? Once you have that in mind you can create a strategy to reach that goal.
Pre-production also includes:
Finding actors/voiceover artists, if needed
Planning the production team and equipment that they need
Some of these steps may not be needed, such as scouting locations where the location is a at your business premises or the video will be animated.
To get the process underway, you need to discuss your goals and plans with the company producing your video. It’s best to have these discussions in the first instance. This is a fact-finding mission so the creatives can fully understand the outcomes you wish to achieve.
During pre-production and after the initial meeting there are other stages, including:
Pre-production meeting: This is usually between the person in charge of filming and producing the video and your organisation’s point of contact. Whether by phone, video conferencing or in person, this is where timelines, locations and budgets are discussed.
Site visit: Sometimes we may need to visit the site to see if there are going to be any issues during filming, such as noise or obstructions.
Shoot preparation: Before the video rolls, the producer will check to make sure the script and storyboard has been approved. They also confirm shooting dates and whether staff and equipment that is necessary is available.
The next step of the production stage is the actual production, such as gathering the visuals and voiceovers.
This phase includes:
Setting up equipments, such as cameras, sound equipment and lighting
Interviewing people who will feature in the final video
Capturing extra footage necessary
During production, we will always consult with our client about what we are capturing and will cross-reference what we are doing with the storyboard and script.
This is why the pre-production stage is so important. If everything has been planned then our team will know and understand what needs to be captured. The theory is that the pre-production stage will iron out any issues before filming begins and it saves time.
If it isn’t properly planned, then we may have to revisit to reshoot elements if there is no script or storyboard.
You’ve got all the footage you need, the sound is perfect and the voiceovers are ready. It’s time for the post-production stage to begin!
With the best will in the world, you can rarely film things in a perfect sequence and with the perfect delivery of lines from actors or voiceover artists. So our producers and editors now get chance to turn the raw footage into the final video.
Again, this is an easier job for those involved if they have a full understanding of the planning that took place in pre-production.
This stage includes:
Producing the final story
Selecting background music
Editing the footage
Getting the final version approved
Delivering the video
Editing the video can make a story live, which is where our experienced team comes into its own. Getting the right cuts between frames and adding music at the right volume can make or break the feel of a video.
Again, the planning and pre-production stage is vital as the editor will understand what message, audience and the goals the footage is meant to convey and achieve.
Our clients are given the chance to watch the final edited version, and sometimes there might be some tweaks needed. If the planning has been done correctly, then it is usually just small edits. Once they have been done and the video is signed off, we provide the final video files.
If you would like to talk to us about our production and filming services, contact us today for a free, no obligation chat about your ideas.