If you are a marketing manager or manager of a company, you may have already made up your mind and want to take advantage of audiovisual content for your company. But how do you get down to work? What do you need to produce a video? Behind all audiovisual content, there is production and planning that you probably do not know.
Here we are going to explain them to you, so you don’t get lost when you want to tackle video content. Before going for the camera or contacting a specialized agency, you should know what you need to produce a video that meets the needs of your business. Here’s a spoiler for you: No, you don’t need to have exorbitant budgets like in the old days.
Does your marketing department need to make videos?
“This engraved with the iPhone 11 certainly goes well.” We are sorry to tell you, probably not. One of the recommendations that professionals Bannister Global make to our customers and prospects is that the tool does not give everything and, on top of anything, there has to be goal-oriented planning.
We always ask the same question: What is your goal? What do you want to get? Defining this is the foundation for the rest of the video production process to flow and the end result to be a success.
You can review this content to better guide you when you want to request a video marketing budget and have to analyze various audiovisual proposals. In general, there are a series of steps and terms that, a priori, may sound strange to you. We are going to see how the video production process is made up of three main blocks: pre-production, production, and post-production.
Pre-production in video marketing step by step
One of the great vectors that move the world right now is the hyper-personalization of content. An experience that to be implemented needs data, fed, structured, and well managed to get a message that impacts your audience of interest. Therefore, in audiovisual pre-production, the order is key and coordination with your team or with the responsible agency, too. Pay attention to the following points so that no details are missed.
1. Objectives and buyer persona of the video
When it comes to getting down to work, you have to start with the main thing: what do we want to achieve? Once we are clear about our objectives and which buyer person of our business we want to impact with the video, we can advance in the creation process.
2. Select the type of video
You have to choose the type and format of the audiovisual piece you want to make: an animation, an interview, a success story, or a webinar. This initial step is essential because here, we will begin to define a video style and structure. If you have any references, welcome!
3. Define a video marketing budget
It is very common for marketing departments to stick to budgets set for the current year, but this should not prevent you from producing videos. When you work on a project or request several estimates, you should look at the resources available and necessary to get everything up and running.
Take into account the technical team and the human team. If you want to shoot with a drone or if you need a design professional to create illustrations, you should also take that into account to get a realistic budget.
4. Pre-production: planing to make the video
In this phase, we plan and create the video content. If we execute it well, it will save us time and money against future inconveniences.
The script: The creative process begins here. Writing a script is the first step to structure the ideas we have well. We will express the contents in a clear and concise way until we validate the final text. The most common is to write it in a text document or a two-column spreadsheet. In one, there will be the literary or written script, and in another, the technical script with the images or visual ideas.
The storyboard: In this step, we define the style and visual narration of the video through a set of illustrations or images. As a result, we will have a visual guide that will help us understand what the video will look like and validate it before producing it.
The shooting plan: The roadmap where every detail of the video is: types of shots, live sound, lighting, cameras, etc. Here we will also establish a timeline and allocate resources to advance to the next step. If we are going to have a team (technical and human), it is time to convene it and assign tasks.
5. What is audiovisual production: filming and video animation
The recording: This is where we will shoot both the parts with voice, if someone speaks to the camera and the parts of audiovisual resources that we will use if, for example, we are referring to a specific element. You have to review backgrounds, lighting, sound, character makeup, and even the visual continuity between shot and shot also called a record.
Computer animation: Many times, we do not have to record with a camera to make a video. We can create animations of characters, backgrounds, figures, or even text. Here the motion graphics tasks are complex. We have to give movement and coherence to static elements or figures. Create settings, characters, and stories from scratch. Here the type of shot, composition, and lighting are still just as important as in a camera recording.
It’s time to hit the rec and start recording. Whether or not you are present at this moment, keep in mind that it is not to arrive and start the recording. In a physical set of filming, which can be a set or simply a space in your facilities, there are a series of minimums to review before starting.
Professional camera and tripod: Although you can try with the iPhone PRO and the computer, the truth is that to obtain a professional video, you must use a piece of somewhat more complete equipment. Think above all about where your video will be played. If it goes for online channels and social networks, you do not need the latest model equipment that records in 4K. Do not forget the tripod. It will give stability to the image.
Lighting: Define where you are going to record in order to create a three-point lighting scheme: main light, backlight, and fill light. It is not the same to record in a studio or office as in an industrial warehouse, so it is important to know if that day will be sunny and how the light will affect the shooting point.
Sound: If you want your message to be heard well and clearly, invest in a good microphone. There are many options on the market, such as lavalier microphones that easily connect to any camera. Do sound tests and make sure that there are no background noises or echoes that complicate the understanding of what we are recording.
6. Audiovisual post-production:
We already have the audiovisual material ready to work with it. Whether they are real images or computer animations, we have to order these clips and make a montage with them. It is here where we select what goes before or after, we include some extra elements, and we define the video format that will finally see the light.
Viewing of the material: Touch to select each recorded clip and within each one, the minute in which is the correct take that we want to include in the video.
Video editing: In this step, you will need a video editing program. Select the music that your video will have. This will set an assembly rhythm to follow. With the material viewed and with the clips you want to include. You can edit the video following the script until it takes the final form. If the video has a voiceover, remember that the music does not sound too much so that it is well understood.
Added elements: when you already have the video mounted with the real or animated image, it is time to add text printers, animations, correct the color of the planes, and add some more effect if the video needs it.
7. Review and dessemenation of the video on various platforms
The video is almost ready, but it is important to review it. Several versions will come out of the previous process that will have to be corrected and validated. One piece of advice we give you is that both people on the team and some trusted outsiders review it and provide an external vision that enriches the project.
After all these stages, we have the video ready to publish on different platforms. We will use those channels that are within our marketing strategy and, if necessary, a platform like YouTube that can give us more visibility. Following the metrics is a recommended practice to know how the video is working and improve for future content that we make.
Video: one of the most profitable content
Making a corporate, service, or campaign video for your company does not mean that you do it in-house depending on a mobile device or that you have to dedicate a budget as if it were an advertisement for an international brand. There are multiple examples and ideas where video marketing can help you achieve your goals with a budget adapted to your needs.
We hope that you have understood a little more everything that is behind creating video, from when the idea arises until it is finally shared. If you have anything want to share with us, comment below please.
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