Whether we like it or not, videos are the future. With videos being easier content to consume, a lot of online platforms are finding ways to become more video compatible. As such, in this day and age, knowing how video production works is an important skill, especially in marketing. This blog is a crash course that will guide you through all the things you need to know about video content creation.
Understanding The Whys Behind Video Production
The first thing that every beginner needs to know about video production is that they aren’t cheap. Creating videos burn a lot of a person’s resources – time, money, and effort. However, learning how to create videos and being good at it can result in a good return of investment. Here are the various offered by videos:
Videos Are Instructional
One type of video is an instructional video when it teaches consumers how to ideally use a product. As an instructional video, consumers can be given clear instructions on how they are supposed to use the product as compared to reading it off a long instruction label that can potentially be misunderstood. Instructional videos are also used in organizations and facilities where they have made their handouts into digital or online videos that have their instructions for fire escape routes or earthquake drill protocols.
Video Contents Are Flexible
With all the new startup companies sprouting here and there, the challenge to get noticed has become more and more competitive resulting in enjoyable ads that were ingeniously thought of by creative teams. Commercial ads have greatly evolved from how there were in the past, but we still make use of them up to this day. Proweaver also offers video production to clients who need videos for awareness campaigns and product launches.
Videos Are Engaging
Why video contents are the next big thing in marketing and advertising video productions is because they are fun and engaging to watch. When one person watches a hilarious ad, they tend to share or talk about it with their friends and family, and this is what companies want. They want people talking about their cost-effective ad to help increase their sales and brand reach. Videos interest people to buy products because of its believability and the saying “to see is to believe” still holds true.
Videos Are Easy To Share
Since videos are engaging, people like to share the emotions they get out of the short video clips they have seen, and by clicking the play button they can even put their phones on a phone mount and watch the video effortlessly. If they too, enjoyed the video, they can even replay the video to their heart’s content, and hopefully, have the time to share it again. That is the beauty of videos. Since they are shorter and easier to go through, people are more confident to share it.
Videos Are Mobile Friendly
Companies have started shifting their marketing and advertising to mobile-friendly video productions because a lot of consumers have mobile phones and social media accounts, which they use for communicating as well as for watching videos. Because video ads are mobile-friendly, people now get a portable viewing experience of watching great video content.
Sound and Visual Media
Because sound and visual media play tremendous roles in video production, they can make or break the impact of videos. That is the reason for the success of videos with great sound effects because people respond well to videos when their senses are triggered and they can relate well to the humorous or emotional message that great 15-30-second videos convey.
Search Engines Fancy Videos
When you have videos added on your website or blog, you are more likely to end up having great search engine ranking and excellent backlinks because of the times your video has been talked about.
In great summation, the next big thing in video production is the great video content that companies need for their marketing and advertising needs. These great ideas can go a long way with the help of social media management and SEO blogging.
Knowing the Basics
Step 1: Identify Your Goals
The first step in the process is to know how to identify what kind of content is better done as a video. You see, not all kinds of content are suited for video marketing. Choosing the wrong content format may result in an unsuccessful marketing campaign, losing you time, money, and effort. As such, it is best to identify your goals before deciding on your chosen format.
If your goals are in line with the following, video production is definitely for you:
Add sales and boost conversion
That’s because videos can better iterate what your brand and services are able to deliver. Thanks to that, your prospects will be more convinced to give your brand a try since they have a full understanding of how they can benefit from it.
Give a better return on investment
Video production may not always come cheap. However, the results that it brings are greatly worth it. Besides, there are a lot of video editing tools available online for FREE. If you don’t want to have professional work on your video marketing needs and have it inlayed along with your custom web design, you can very much tackle it on your own.
Build trust with clients
Videos allow your prospects to take a closer look at what you have to offer as a brand. With video marketing, you can close the gap and end your clients’ doubts.
Videos pull in anyone curious. As a result, the time that web visitors spend on your business website increases. Eventually, this will prompt Google to step up your search result ranking since more people seemingly enjoy browsing through your pages.
Entice mobile users
Even with a little screen, videos can present their appeal without having to strain your audience’s eyes. Thanks to that, you will have an easier time boosting your click-through-rate.
What type of service or product are you trying to promote? If you were to discuss it even in the format of an infographic, your audience would still have to scroll through lines of text. However, when you make use of video production, you can easily discuss a new line of products or services in a matter of seconds.
Encourage social sharing
Admit it, even you are guilty of sharing a good video with friends when you see it on your timeline. Video marketing can introduce your brand across markets as effortlessly as that!
Step 2: Get Started
How do you get started in video marketing? We’re glad you asked. Proweaver has specially prepared a concise guideline that should stir you in the right direction when it comes to video marketing. Allow the goals you’ve set to be your guide in doing the following:
Define your budget
The first step in trying to get started with your video concept is by understanding your project limits by defining your budget. Video marketing can be a bit pricey because of the tools and skills needed to have it made. However, with a great marketing strategy, you can assure a return of investment. In setting your budget, make sure to:
- Do research on the different types of marketing videos (see which one best addresses your goal.)
- Consult your audience about the type of videos they would prefer to see.)
- Lessen the number of actors you will use on your video (or simply use animation to obtain more defined imagery.)
Also, don’t forget to invest in the quality of your video production. You want to engage your audience with your videos, don’t you? If you make poor quality videos, it will only compromise your return on investment.
Identify your target audience
You now have your goal and your budget, but who is the video for? In order to serve your video marketing directly to your target market, you can:
- Determine who is most interested in obtaining your products or services. Check key demographics, such as location, age, gender, occupation, income bracket, etc.
- Evaluate your target audience’s lifestyle and preferences.
- Formulate a named and specific persona that your clients can relate to.
Think about how you can appeal to the people who will be viewing your videos. What makes them tick? In what circumstances would they require your products and services? Once you have that covered, you’re ready for the next step.
Create your message
Now that you’re aware of who your video production project is for, along with your goals, and your budget, it’s time to decide on the type of message you want to give your audience. After you have that settled, we have a couple of pointers that should help you get your message across more efficiently:
- Start with a captivating title.
- Place a stimulating introduction within the first 10 seconds.
- Focus on the mission of your brand rather than on the specific benefits of your product or services.
- Educate your audience by giving a fact, trivia, or explaining a process.
- Add the right background music.
- Consider including client testimonials.
- Include your website’s URL.
- Show footage of your business’s natural setting.
Aside from all that, be sure to utilize a professional voice. It will make your message clearer, and it will greatly boost the quality of your video. For that, you can either request an employee who has experience with public speaking, or you may hire a professional.
Write your script
You’ve got the basics covered. Now, it’s time to set things really in motion; by writing the script for your video production. If you haven’t made one before, don’t worry! We have a few suggestions that should help you get on the right track:
- Begin with an outline. Be sure to implement your marketing goals, the main purpose of your video, the emotional response you want from the viewers, the educational points presented in the video, etc.
- Select a conversational tone of writing.
- Add color and humor which matches your brand identity.
- Keep it short.
Once you have the script ready, practice it and revise it as necessary. No script comes out perfect in one go! As an added option, you can also consult with professionals if you need help with the process.
Reach your point
Sweet and short is the right way to go when it comes to video marketing. Keep your content packed by the second in order to retain your viewer’s attention. To achieve that, you will need to:
- Start with a brief greeting.
- Begin in the middle of the story (where the excitement is.)
- Explain why your clients would benefit from your brand.
As long as you keep those in mind, you should easily create jam-packed and engaging content.
Include your sign-off
Of course, you also mustn’t forget about your call to actions since they will direct your viewers on what to do next. Without it, your video production strategy will be at a loss. When adding a call to action, remember to:
- Avoid playing it too aggressively.
- Keep it subtle but still distinct.
- Line it in right before the end of the video (whether it’s to visit your website or call a number).
Being subtle with your call to actions may seem classier, but it may not be picked up on by a number of viewers. What you want is a CTA that will vibe with the rest of the video without being too distracting.
Specify your distribution channels
You have your strategy ironed out. You’re done with making videos. Now what?
Well, it’s time for you to share your creations with the rest of the world, of course. Your video marketing strategy will all be for naught if it is unable to reach the different platforms where your market is. In fact, the more places you are able to upload your video, the stronger its effect will be. Among the many channels in which you can distribute your video include:
- Your business website
- Your blog
- Your social media (including but not limited to YouTube, Facebook, Instagram, LinkedIn, etc.)
- The landing page of your own website (or that of another platform)
- Through email.
- Other video channels (such as in press releases, partner blogs, video advertising, etc.)
Step 3: Know the Terms
A lot of terms come up when producing videos for various clients. These terms are commonly understood by those who work in the industry. But, such terms can be confusing for clients engaging the services of video production firms. To help you out, here are some of the most common terms you might encounter in this process.
An A-roll is the primary interview footage of the client, actor or anyone presenting the video content on behalf of your company. One can say that it is one of the most important elements of video production. In most cases, the A-roll is where most of the content will be coming from, edited accordingly to convey your company’s message.
The B-roll is the accompanying footage for the A-roll. Its video content supplements the primary footage. The B-roll may feature your products, your warehouse, your team and more. A couple of scenes from the B-roll will be edited together with the content from the A-roll to create the entire story.
It may sound like a technical term but it actually is just a regular item with an essential purpose. A C47 is a type of clothespin that is used to attach or keep a diffusion or gel in place. A diffusion and gel are video production terms that will also be discussed later on in this article.
Have you ever seen a video where in one scene, the glass was broken but on the succeeding scene, it wasn’t? It doesn’t make sense, right? That is a continuity error where actions from across shots do not match. This usually happens when the two scenes have been shot separately, not in a continuous motion, and only pieced together through editing.
A cut is a transition from one shot or to another. The transition must be smooth so the editor has to make use of every editing technique available to do so.
The dead cat is a big furry sock that videographers put on top of the microphones, especially when shooting outdoors. Microphones pick up different sounds, including the wind. If you want to send your message to your audience clearly, you do not want the gush of wind to muffle your words, right? The dead cat will help minimize the wind blowing onto the microphone, resulting in better audio for your video production.
A dissolve is a gradual scene transition where the end of one shot and the start of the next shot overlap. This can be used when presenting one scene that is different from the current one. For instance, you can use this when your video content includes providing step 1 and step 2 of a certain process.
Editing is the process of revising images, sound or text. Since we are talking about video production, editing refers to the revision and enhancement of shots and putting them all together to create one, continuous motion. This process is essential for any company that wish to utilize videos in sending out a message. Various editing software programs are available for video editors to use.
If a change in the date, time, or location is to be presented in the video, a fade is typically used as an indication of such change. In terms of visuals, this may involve either a gradual whitening or darkening of the shot, depending on the videographer’s style of presenting the content. Furthermore, the audio may also change or fade in and out.
Nowadays, a film is already a term for an actual film you see in cinemas. That is why it is incorrect to refer to the material produced by a video production company as a film, especially when it is in reference to marketing the client’s products or services. Video is the right term.
Gels and Diffusions
A gel is used to change the color of the lights. It is just a colored sheet with hues available in blue, red, green, and more. Colors are often associated with emotions so gels can be used to convey emotions along with the message. At times, lights can be too bright for the video. A diffusion will help minimize their brightness. Diffusion is a semi-transparent sheet attached to the front of the lights.
Glass and Montage
Glass is a term that refers to the lens of the camera used to shoot the video while montage is a series of shots placed side by side with one another to convey an idea or present a story. A company may utilize a montage to present various products or services that they offer and are related to one another.
This is different from the A-roll or B-roll. A roll refers to the texts that move up or down the screen. In most cases, a roll is utilized to present credits for the entire video production, including the videographer, the client, the editing team, and more.
Shoot, Sticks, and Sound Bite
Shoot refers to the process of taking and recording the video. On the other hand, sticks refer to a tripod used to stabilize equipment such as a camera or light. A sound bite refers to an important scene or key phrase from the main video content. Also referred to as a clip, a sound bite usually gives the most important message to the audience.
Now, are you ready to get started with video production?
Since videos are now made easily, you have to take note that the market can be a bit saturated. This is why you have to come up with new video content that can hold the attention of your audience right from the start. It should also be easily understood, relatable, catchy, and convincing. When you finally have that formula tapped out, you should be able to make use of video marketing without even breaking a sweat.
Coming Up with the Next Big Idea
Step 1: Creating a Video that Works
Knowing how to create a video is just the tip of the iceberg. The bigger challenge is creating a video that works. Making an exciting video concept requires a lot of brainstorming. Usually, this takes up most of the creative process. If you are looking for general video production ideas to work with, view our suggestions below.
Getting On-Board Videos
These videos are the moving versions of your About Us page on your website. You can utilize these videos when you have an event, an orientation or when you are welcoming guests and visitors to your organization. This will give them a birds-eye-view of your company, history, and services. These onboarding videos can also be presented to newly hired employees for a brief summary of what they need to know about the new company and the services they do.
The People Behind the Scenes
For these types of videos, you can feature your company’s greatest assets: your workforce. When you feature the people behind what makes your company great, it eases your audience in putting their trust in your company and your services when they can relate with how happy your employees are over the years: for staying with you and for loyally making your company even better. People relate well with stories when they can see employees staying with companies because their needs are met and recognized. Expose these heartwarming stories in your company profile messages and touch people’s lives in return.
Highlighted Tour of Your Company
The purpose of this video production is to give emphasis on what gives your company or business its service or brand trademark that people have learned to love. It can focus on any of these things: your people’s energy, their work ethics, your high-quality ingredients, the state-of-the-art equipment that you have recently provided your company’s operations, and practically just about anything that makes your services great and sought after.
Product Reviews and Testimonials
When you feature testimonials from your clients or product reviews from your customers, it greatly adds to the credibility and value of your product or service when they can see people getting genuine results for trusting in your brand and quality. The review type of video production is great for consumers who want to know whether they should even buy your brand and test it out. People like to be assured of what they will invest their money on and by providing them this testimonial or product review, they get the answers they need. Authentic testimonials happen when people get great product and service quality.
Make use of animated characters as guest stars of your video production without having a single real person being featured on the video. This playfully gets the attention of viewers of all ages when the narrator explains the video with cartoon characters and colorful drawings. This creates diversity to the videos you normally see since these are animations that were designed to deliver business and professional content to inform and entertain.
These types of videos have been a great kind of outlet that has helped families and individuals in getting low-cost equivalents of products and DIY home projects. Making this kind of video production for product usage promotes the appreciation of your brand, and your thoughtfulness in teaching people how to correctly mix your products for DIY projects at home. These how-to videos have often greatly made people more independent and capable of doing things on their own. With your how-to video teaching them how to use your products, you have just sealed the trust of your patrons in your brand and service.
This is one of the best and probably the most enjoyable type of video production to make when you can experiment with the presentation of your service or company. It does not need to have any formal or strict theme in terms of presentation and you can add just about anything pleasing and presentable onto this kind of video content. This can be suitable for your company events and community gatherings when you want to present a short video of who you are along with the preparation that was needed to make the event happen.
Step 2: Polishing a Masterpiece
To enhance the quality and increase the viewership of your videos, you need to bring your video production skills up a notch to keep up with competitive video makers who are taking the internet by storm with high-quality videos and extremely captivating video content. To do so, you have to make sure that the creative process never stops. A video production project booming with creativity is sure to end up as a masterpiece.
Brainstorm for Ideas
For you to come up with epic original content, brainstorm for ideas with your team and gather information from focus group discussions or from online forums to get inspiration for your next video production. In the words of Charles Caleb Colton: “imitation is the sincerest form of flattery”. But if you are entirely copying another video that is not for any comedic purposes, then that is something else. You have all the entitlement to get inspired from any kind of source, it can even be from a line that your mother said to you this morning. Just make sure that you do not copy someone else’s content so you can create one that is originally yours.
Set Things Right
When you start filming for your next video production, choose your set with care. You want to fascinate your audience with real and detailed video content that uses real materials and good backdrops.
You want a video with natural actors, so make sure you cast the right people who can handle the gist of your video content. Actors who can naturally deliver their lines and act professionally in front of the camera will make your video production a lot quicker and smoother.
Light Things Up
Whether you have indoor or outdoor shoots that have low lighting, elevate the quality of your video production by adding enough light on the set. A 3-point lighting system will greatly help still shoots that do not require much movement in a set.
Use Searchable Titles
Go for easy to search yet clever titles that people can easily remember. Easy titles are the best way for people to search for them on social media or on search engines. Keep it direct and simple.
Read the Caption
Provide your videos with captions just in case you have viewers who have disabled their audio. But videos with captions will still benefit those who play videos with sound on because it still gives viewers the readable information about the video. People will like your videos. Everybody wins.
Watch with Sound
Another key player in video production is your sound and media elements. The auditory components that give more impact to your videos make the viewing experience of your audience more engaging. Suggest them to “watch with sound” when they view your videos. Adding soundtracks and smart musical scoring will make your videos more memorable, just like how infomercials have earned their success, all thanks to their iconic jingles. Give viewers something to share and talk about.
Booms and Tripods
Create a stable video shoot for your video production by using tripods and booms. You can even create a makeshift boom that is a less expensive version for your low-budget productions. Setting your camera on a tripod or boom levels out the quality of your films and makes it less of an amateur video production.
Depending on your storyline, you can incorporate videos taken from cellphones and CCTVs to have in-depth inclusion of your story’s sources. You can even use a drone for a wide angle or pan shots of an area that you are including in your storyline. Your audience likes movement and fluidity in the videos they are watching. Try and eliminate anything that is stiff and monotonous in your video production.
Focus on Framing
When you have an interview set up for your video production where you will only show the interviewee, follow the rule of thirds to have angles that separate the person from the background in a more creative way as compared to having a centered framing of your camera for that interview scene. Also, adjust your camera’s focus so you will obtain sharp images on your videos.
Choose Readable Texts
Aside from readable font captions, use readable video texts and colors that you need to add on your video clips. Your viewers do not need the distraction from a confusing text and its color when they are already engaged in the video. Have a unified theme and presentation of thought.
Have Clear Dialogue
Have clear speaking lines and simple phrases for your subjects to read out to keep the thought of your video flowing and understandable. Avoid using big words and jargons that do not get explained in your videos so your viewers can playback your videos for reference and learning
For some of your video productions, create ones that will touch the souls and hearts of your audience so they can relate well with the brand and video message that you are implying. Viewers like feel-good videos and those that evoke emotions, as well as educational or instructional ones. It justifies their belief that the time they invest in watching these videos will increase their knowledge and benefit them.
The great thing about video production is that it is flexible and more engaging. Two or more people watching the same video on their friend’s cellphone can share that viewing experience in one environment. With your creative concepts that make your video interesting and worth watching, people will always have something to talk about that will connect them with the people who matter most to them. So, what are you waiting for? Get on with the video production trend today!