After reading our previous article on What is Video Marketing, you are armed with the knowledge that video marketing is a part of your overall marketing plan. It is what supports your efforts to reach your audience and with a good strategy in place, it could be central to your social strategy. By knowing all this, you are probably pumped up and ready to go on your way with creating a video marketing campaign.
If you have not read that article yet, here is a quick summary of what was covered:
Quick and easy steps to planning your video marketing strategy.
- timeline and budget
Different types of video content to help you achieve your overall marketing strategy:
- Product/service videos
- Social video
Creating videos for the right moments to capture engagement
- On-the-go (70% of the day)
- Lean forward (20% of the day)
- Lean back (10% of the day)
- Capture attention quickly
- Design for sound off
- Create visual language
Video Marketing And The Pre-Production Process
Youtube has been ranked as the second most trafficked site. Additionally by 2022, 82% of internet traffic will be due to video. With this in mind, you now have even more reason to hop on to video content for your business (source: impactbnd)
You may have a broad idea of video thanks to our previous article but today, we will be diving into the detailed production process of creating a video campaign from pre to post production. The pre-production process constitutes the planning that is required before a video is shot. This is where ideation, logistics planning and budgeting come into play. When done right, it gives everyone involved a clear idea of the process and a unified goal in mind.
Elements in Pre-Production:
This selected audience could be exactly the same as your digital marketing or social media marketing strategy. However, take note that just like the creative images you have produced for your digital marketing campaign, it won’t appeal to everyone. Create your video to target your ideal customer and any overlapping interests they may have with your secondary audience.
Just like any of your social or digital strategies, you must have an objective in mind. For your video, that objective has to be evident especially if it requires an action by your audience but you want to be sure not to hard-sell it either.
Based on the size of your target audience, the objective, and logistical requirements, you will be able to set the appropriate budget for your campaign. During this period, you are probably trying your best to cut back on business spending. However, you want to be sure you allocate sufficient funds to produce good quality video content. A bad video is the same as having no video at all!
There are a lot of elements that go into video production costs such as the quality of the video you’re producing and your current video making resources. Ultimately, whatever video you’re creating has to be able to produce an adequate ROI (return on investment). This means your video has to be something that can be used over a period of time to ultimately drive conversion or sales. Therefore, you will want to invest in a good quality video.
This is an important factor! At this point, you will be creating the concept and what type of video you will want to create. You can check out the different video categories in our previous article here. When doing up your storyboard, you want to ensure the whole video concept can be understood. This will have to include the scene description, music/sound effects (if any) and how you want it to be filmed.
This element is usually part of storyboarding. But we wanted to further emphasise the importance of including this! When you have an objective in mind, you will want to align your storyboard and branding elements with it. Building your storyboard is where the true magic happens because you want to align the story and content with your objectives. It takes a true mastermind to be able to sell that story without hard selling it. Therefore, create a sign-off or a call to action at the end of your video. A great example of this would be FiftyThree (Source: Youtube ). FiftyThree embedded the products’s ease of use and a final statement – “Think with your hands”, as a call to action or a push to get the audience inspired to purchase FiftyThree’s products so that they can think with their hands as well.
After you have created and finalised your storyboard, it is important to have a shot list. This is a checklist of the different scenes that have to be filmed and helps keep you in check so that you are aware of what is left to be filmed.
A shot list includes:
- Scene number
- Shot number
- Camera angle and movement
- Logistics needs
- Shot description
A production schedule is similar to a shot list but carries the details of “when”, “what”, “who” and “where”. This helps you or the assigned production manager keep track of what has to be done. It is particularly useful if it’s a complex video shot over multiple days.
A production schedule includes:
- Scene number
- Logistics required
The Production Process
Phew! That was an exhaustive list but now you are equipped to start the planning phase for your video marketing campaign. No need to panic though, if you want to try creating your own video marketing campaign, you’ll just have to continue reading. If you would like some help, reach out to our team in Palinoia Marketing who will gladly help you achieve your video marketing goals. Additionally, check out our video portfolio to see how we can help you! (source: youtube )
You may have all the planning down but you are not out of the woods yet. As shocking as it is, you can’t just pick up a camera and start shooting – there are still steps to go through during the filming day. On this day(s), your shot list and production schedule will be your closest companion. It will be the most looked at items, so keep spares!
Setting up of equipment
The very first step would be for you or your team to start setting up the equipment needed in the location you are at. You will want to check this against your shot list to make sure angles and equipment are set in the correct place.
A B-roll tape is a set of extra shots that can be used as a filler or to mix in with your main shot. This alternative footage is usually filmed without any sound as the sound from the main footage is expected to play over it. This adds layers to your video or can be used to transition to a different scene. A good example of the use of b-roll would be in sitcoms. Let’s take a look at sitcoms such as Friends or Seinfield – before they start on a scene, there is usually a shot of what is happening outside the cafe or building (Source: Youtube )
As with performance or acting, it is important to rehearse! Your actors would definitely appreciate having a walk through to familiarise themselves with the scene and surroundings. You can do a walk through without cameras and then one more with the cameras so that the cameraman can practise the movement. This helps with making any final adjustments before the actual filming.
Lights, camera action! After you have put in all that time to practice and prepare, you are ready to start filming. Be sure to have a few takes so that you have options to choose from.
Elements of Post-Production
After filming has been done, your team will get to work on editing the video. This includes piecing together the different clips. It is also where they decide if they will include and b-roll takes in the video as well.
Music is very important to a video especially if there is no dialogue. It sets the mood of the video and can support engagement. If done right and repeatedly, your audience might be able to connect a certain type of music to your brand. This would be an amazing goal as it supports your brand awareness.
Choosing the right music is important as well as you want something that connects with your target audience. Digital beauty has shared that audience members between the age 18 to 25 years old tend to be drawn to more upbeat music. This is the opposite for audience members above 30 years old who are drawn to more classical music. (Source: digital beauty )
After everything has been pieced together, the team will send in their draft to you for a review. This is where you decide if the elements fit together and if the video meets the objective that has been set out. At this point, you want to check the final video against some elements in your pre-production list. This covers the objective, target audience, and branding elements. If you aren’t satisfied with the draft video, you can send it back with a list of suggested changes and wait for the edits to be made.
After you have reviewed the video and are happy with it, it’s time to release it to your audience to help you achieve your video marketing strategy. This video can be cut down to a shorter clip to be posted on your social media accounts or you can go ahead and post the full video on your other digital platforms.
Keep in mind the copy that will go along with your video post as that will support your platform’s SEO. Google will crawl through the copy content and decide if it is relevant enough to be put up on the first page of the search list. Want to learn more about how these crawlers work? Read up more about it on our blog! (Source: Palinoia Marketing )
You are ready for your first video marketing campaign!
Now you have an understanding of what goes on during pre-production, production and post-production! You are ready to get started on planning, filming and editing for your video marketing campaign. It does seem daunting in the beginning but our team at Palinoia Marketing are ready to help you out. There’s no need to stress if your first video does not turn out as good as you expected. It takes time to master the art of video production! With every digital marketing campaign, keep in mind to include video. This is because it is here to stay. 99% of marketers are going to continue using video, why shouldn’t you! (source: Smart Insights )
Article by Faith Ira
Where to start in Digital Marketing?
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