Video Production Appraisal – Sowing the Seeds of Success – Part 1

There are a number of features that impinge on Video production and can collectively form a blueprint for successful corporate video production and positive outcomes. Corporate videos are made with the goal of achieving business objectives. The business marketing strategists are in general agreement with their overarching aim of promoting brand and securing increased traffic and pursuant online transactional outcomes. How you achieve this in a video production requires a clear strategy to implement a planned approach incorporating a mix of creativity, quality content and technical expertise. To promote your brand to an increasingly sophisticated video audience you have to pull out all the stops to wow them with an appealing balance of visual, sound and informed content. Certain features play a contributory role in the success of your video and you need to be aware of them. We will analyse what it takes to achieve a successful corporate video production through a question and answer exercise.

What is the main criteria for a good video production team?

It has to be experience. The chief players consisting of: director, editor and cinematographer form the nucleus of any video team – other technical staff can be deployed or alternatively hired if you decide to outsource the video production. A word of advice is to ensure your project is costed initially to include all possible expenses – you will in the end run only get what you pay for. Do not skimp on your video budget or it might come back to bite you. Employ a professional team and you will get the results you expect and hope for.

What is the prime feature of a successful video production?

Creativity ranks highly as a necessary ingredient of an effective corporate video. The viewer must be wowed by the visual, sound and informational content and the creative aspect requires research and planning. This is where the blueprint – mentioned in my introduction – is essential to ensure an orderly progression within a creative framework. Storyboarding and script producing within an overall concept will provide a unified cohesive production. If the expertise required to implement these features is not available in house, then you may well have to employ professional help.

Is it possible to produce an acceptable standard of video production in house?

It depends totally on the level of expertise available within your Company. From viewing many corporate videos it is obvious that the majority are outsourced to professional people. The proposition can be daunting knowing the standards expected by video audiences. If in doubt create a budget for outsourcing to a professional Video Production Company to produce your corporate video.

Where is the best place to shoot your video?

Location is an important factor in any video shoot and whilst you may think that your own premises is the best location, professionals may give you good reason to shoot footage in a range of locations depending on how they advise to best promote your brand – products and/or services. This can be a costly feature of your project as studios can be expensive to hire and there is the expense of time and labour.

How large a video crew will you need?

That depends entirely on your expectations and budget. At a minimum you will need production assistants, lighting and sound technicians, a camera operator or operators and possibly a make up department. It can be as big and grandiose as you want it but big can mean very expensive so you limit the costs to match your realistic requirements.

What type of equipment do you need?

In short, a good quality video camera. You can use the modern smart phones but they are not designed to provide professional quality picture with sound and the condenser mic on the camera is not flexible so you need to use external mics plugged into the device – not a very professional approach where sound can turn out sub standard. Sound quality is as important as sharp visuals so do not opt for the cheapest or make shift system that will invariably ruin your video production. Of course, if you have designs for a grand production then you will probably need extra equipment such as camera rigs, like a dolly, a jib or crane for boom mics, special sound equipment and lighting. This will incur added expense so you have to balance spend against expectations.

What does post-production involve?

Everything that transforms your video footage into a professionally finished video production, fit for purpose and ready to present to your viewing audience. The technology includes video editing, image enhancing techniques such as titles, motion graphics, sound mixing and colour adjustments. You also have the technicalities of rendering, as well as encoding and connectivity issues.

Could there be any other hidden costs?

There are a number of other items, which if incorporated, could add considerable extra spend on the video production budget – such things as: professional voice overs, set designs, wardrobe and extensive make-up. You could also have to pay for special licences, green screen, animation if required or musical score. The more comprehensive the extras, the more expensive will be the video production.

How do you ensure your corporate video is viewed by a as wide an audience as possible?

Video optimisation is important for search and distribution to as many channels as possible will promote viral viewing. Marketing your video is equally important as the production, for without a clear distribution strategy it will remain relatively unseen and you will not get as much bang for your buck – which wide distribution would foster..

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