5 Step Guide to Video Production

5 Step Guide to Video Production

Is your business is curious about how to make a YouTube video? How many times have you seen a competitor on Facebook Video and thought “we should have done that“?

2016 saw the rise of video content marketing to promote or market brands, products, or services. With each passing year, video marketing integrated deeper into a digital strategy for content marketers until it became a must-have for businesses. 

Video marketing relies on creating and distributing valuable and consistent video content to your target audience to attract, engage, and connect qualified leads. 

54% of consumers want to see more video content from a brand or business they support. On top of that, researchers say that by 2022, 82% of global internet traffic will come from video streaming and downloads.

All of this is great seeing as 88% of video marketers are satisfied with the ROI of their video marketing.

Video content gives a booster shot to your search engine optimization, as well as creating engaging content for your clients to interact with on social media platforms like YouTube and Facebook, or in an email blast. Wherever your target audience can be found!

The production process and how you get the message of your brand across is what matters, and in this blog post, we’ll guide you through each step on how to make a video and give you tips and tricks to rev up your video marketing campaigns.

Here’s your 5 Step Guide to Video Production!

First point: Conception.

Conception happens when you decide you want to include video marketing into your business strategy. This is the stage where you figure out your target audience and campaign goals. These set the foundation of every successful marketing campaign, and as such are needed in video marketing. A campaign with no foundation will gain no elevation.

After that, it’s time to figure out how exactly you want to build upon that foundation with a wide variety of types of videos to choose from!

From Company Commercials & Trailers, Client Testimonials, Employee Spotlights, Demos, How-To videos with your products, or even videos that showcase the culture of the company.

 

Video Marketing is only limited by your imagination.

 

Just don’t hurt yourself in the process

Next, ask yourself whether you’ll do it in house, or if you’ll hire out. If you want to produce videos internally, you’ll need to research the equipment and editing programs necessary to produce the content. There are cameras, mics, and lighting set up for any budget. However, you get the quality you pay for, so be mindful of that! 

Do you have the staff power and capability to do so? Do you have the time to manage every step of the process? Creating video content can be a time-consuming ordeal, so be sure you’re prepared to take it on!

If you want to hire out, do your research on the agencies, freelancers, and production companies in your area (like us, for instance). Reach out and meet with companies that you feel would capture your video marketing the best. Once you seal the deal, it’s time to start pre-production.

Second point: Pre-Production

..or as I like to call it “Proper Planning Prevents Poor Performance.” So you have the goals in place, now it’s time to film!

In reality, it’s time to plan the production. It’s not as simple as “have an idea, now Lights. Camera. Action!” Pre-production is VITAL to the success of your campaign.

There is a method to the video marketing madness. You have the foundation, but you need the skeleton of the video. 

We’re talking the:

Who is going to be in it
What equipment, permits, props, scripts, etc you need
Where is it going to be filmed
When is it going to be filmed

and finally

How is it going to be filmed

 

A script is developed either internally or externally in conjunction with the goals, target audience, and company branding. As the script is created and edited, a storyboard is worked on to help focus the director’s vision.

A storyboard is a frame by frame shot list attached with the script so the director, cameraman, and post-production know exactly what goes where and when that frame happens. Not everyone will use a storyboard – but it does help with shoots that have multiple locations and angles. 

Speaking of locations, this is where filming logistics will need to happen if they did not already happen before pre-production. 

If you’re filming outside, have you checked the weather for the week and set up rain delays?
If you’re filming in a city or residential area, do you have the right permits to avoid fines? What location scouting has been done? 
Who will be in the video – employees of the company or paid actors? Have they been contacted ahead of time and worked into the filming schedule? 

There is a lot of planning that must happen with each production – so to help out, we’ve created a downloadable file for you to use! It’s a guide and checklist for each part of pre-production to help keep yourself organized.

The Third Point: Filming.

The purpose of pre-production is to make Filming easier. It’s the day of the shoot, and everyone is prepared. Fantastic!

Film multiple takes to have more to work with and give yourself more than enough time to film. Even the best-trained actors stumble, and equipment problems can pop up.

 

Make sure to film the right thing

When filming, try to grab B-roll footage, which is supplemental or alternative footage inter-cut with the main shot. It’s the footage that shows what a person is talking about, shots of the location area, maybe interaction between two people.

B-Roll footage blends in with the video to create a cohesive story that is visually appealing outside of the main footage. Integrate B-roll footage into your pre-production planning.

 

Fourth Point: Post Production 

Post Production is where all the editing magic of visual and sound effects happen. If filming was organized and efficient, then post-production will be smoother. All the footage captured is edited to the script and storyboards.

Any planned voice-overs are captured, and if needed, a sound editor works on adding music and sound mixing; making sure to obtain a high-quality sound mix to go along with the high-quality visuals an audience is seeing. 

Visual effects, like utilizing a green screen, color correction or other video graphics, are added and managed. When selecting the visual effects to add to your video, keep in mind your company brand image. What colors and fonts do you have set for your brand, and what sort of visual styles does your company present? 

 

Imagine the Instagram pictures from Middle Earth

With post-production, you’ll be given a lot of footage that needs to be cleaned up and trimmed down to the desired length.

If you’re working with an agency, once the first edit is done, it’s sent to you for revisions and suggested edits. You may want to add more or trim some lines. Maybe the colors are off or you don’t like transitions in some places. 

This is where you need to remind yourself of the Target Audience, Campaign Goals, and most importantly your Brand. Does this video represent your brand well? If not send it back with notes for the editors! Be specific with timestamps!

 

The Final Fifth Point: Launch the video!

Once you’re happy with the video, it’s time to release it. 

Will you host it on your website, or released on platforms such as YouTube, Twitter, or Facebook? It could be a part of your marketing campaign or internal training videos. The choice is up to you!

Where the video is going and who it’s for was determined back in step 1. Be specific with where you release and promote your video. Focus on the copy and keywords to take advantage of SEO. It doesn’t hurt to review the video one more time before you click upload for any textual typos or edits that escaped the post-production team.

Once you’re happy with it, then let the world know all about it!

Here at HighClick Media, we follow each of these steps in our video marketing process. We have our target audience and campaign goals that we keep in mind with each of the videos we produce. For our brand, we create videos to help educate our community and clients on digital marketing, and we sneak in some company culture here and there.

We work as a team in each step of the process to produce content we’re proud of, while at the same time pushing ourselves to improve the product, our skills, and capabilities. We saw video marketing as where we want to be, and together we’re elevating HighClick to new heights!

Video branding and online video are taking the entire digital marketing frontier like a storm, and it’s time for your company to jump in before it’s blown away.

If you’re interested in how video marketing can help your business, give HighClick Media a call! Together we’ll elevate your brand to new heights.

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5 Step Guide to Video Production

5 Step Guide to Video Production

Is your business is curious about how to make a YouTube video? How many times have you seen a competitor on Facebook Video and thought “we should have done that“?

2016 saw the rise of video content marketing to promote or market brands, products, or services. With each passing year, video marketing integrated deeper into a digital strategy for content marketers until it became a must-have for businesses. 

Video marketing relies on creating and distributing valuable and consistent video content to your target audience to attract, engage, and connect qualified leads. 

54% of consumers want to see more video content from a brand or business they support. On top of that, researchers say that by 2022, 82% of global internet traffic will come from video streaming and downloads.

All of this is great seeing as 88% of video marketers are satisfied with the ROI of their video marketing.

Video content gives a booster shot to your search engine optimization, as well as creating engaging content for your clients to interact with on social media platforms like YouTube and Facebook, or in an email blast. Wherever your target audience can be found!

The production process and how you get the message of your brand across is what matters, and in this blog post, we’ll guide you through each step on how to make a video and give you tips and tricks to rev up your video marketing campaigns.

Here’s your 5 Step Guide to Video Production!

First point: Conception.

Conception happens when you decide you want to include video marketing into your business strategy. This is the stage where you figure out your target audience and campaign goals. These set the foundation of every successful marketing campaign, and as such are needed in video marketing. A campaign with no foundation will gain no elevation.

After that, it’s time to figure out how exactly you want to build upon that foundation with a wide variety of types of videos to choose from!

From Company Commercials & Trailers, Client Testimonials, Employee Spotlights, Demos, How-To videos with your products, or even videos that showcase the culture of the company.

 

Video Marketing is only limited by your imagination.

Just don’t hurt yourself in the process

Next, ask yourself whether you’ll do it in house, or if you’ll hire out. If you want to produce videos internally, you’ll need to research the equipment and editing programs necessary to produce the content. There are cameras, mics, and lighting set up for any budget. However, you get the quality you pay for, so be mindful of that! 

Do you have the staff power and capability to do so? Do you have the time to manage every step of the process? Creating video content can be a time-consuming ordeal, so be sure you’re prepared to take it on!

If you want to hire out, do your research on the agencies, freelancers, and production companies in your area (like us, for instance). Reach out and meet with companies that you feel would capture your video marketing the best. Once you seal the deal, it’s time to start pre-production.

Second point: Pre-Production

..or as I like to call it “Proper Planning Prevents Poor Performance.” So you have the goals in place, now it’s time to film!

In reality, it’s time to plan the production. It’s not as simple as “have an idea, now Lights. Camera. Action!” Pre-production is VITAL to the success of your campaign.

There is a method to the video marketing madness. You have the foundation, but you need the skeleton of the video. 

We’re talking the:

Who is going to be in it
What equipment, permits, props, scripts, etc you need
Where is it going to be filmed
When is it going to be filmed

and finally

How is it going to be filmed

 

A script is developed either internally or externally in conjunction with the goals, target audience, and company branding. As the script is created and edited, a storyboard is worked on to help focus the director’s vision.

A storyboard is a frame by frame shot list attached with the script so the director, cameraman, and post-production know exactly what goes where and when that frame happens. Not everyone will use a storyboard – but it does help with shoots that have multiple locations and angles. 

Speaking of locations, this is where filming logistics will need to happen if they did not already happen before pre-production. 

If you’re filming outside, have you checked the weather for the week and set up rain delays?
If you’re filming in a city or residential area, do you have the right permits to avoid fines? What location scouting has been done? 
Who will be in the video – employees of the company or paid actors? Have they been contacted ahead of time and worked into the filming schedule? 

There is a lot of planning that must happen with each production – so to help out, we’ve created a downloadable file for you to use! It’s a guide and checklist for each part of pre-production to help keep yourself organized. 

 

 
 

 

The Third Point: Filming.

The purpose of pre-production is to make Filming easier. It’s the day of the shoot, and everyone is prepared. Fantastic!

Film multiple takes to have more to work with and give yourself more than enough time to film. Even the best-trained actors stumble, and equipment problems can pop up.

Make sure to film the right thing

When filming, try to grab B-roll footage, which is supplemental or alternative footage inter-cut with the main shot. It’s the footage that shows what a person is talking about, shots of the location area, maybe interaction between two people.

B-Roll footage blends in with the video to create a cohesive story that is visually appealing outside of the main footage. Integrate B-roll footage into your pre-production planning.

 

Fourth Point: Post Production 

Post Production is where all the editing magic of visual and sound effects happen. If filming was organized and efficient, then post-production will be smoother. All the footage captured is edited to the script and storyboards.

Any planned voice-overs are captured, and if needed, a sound editor works on adding music and sound mixing; making sure to obtain a high-quality sound mix to go along with the high-quality visuals an audience is seeing. 

Visual effects, like utilizing a green screen, color correction or other video graphics, are added and managed. When selecting the visual effects to add to your video, keep in mind your company brand image. What colors and fonts do you have set for your brand, and what sort of visual styles does your company present? 

Imagine the Instagram pictures from Middle Earth

With post-production, you’ll be given a lot of footage that needs to be cleaned up and trimmed down to the desired length.

If you’re working with an agency, once the first edit is done, it’s sent to you for revisions and suggested edits. You may want to add more or trim some lines. Maybe the colors are off or you don’t like transitions in some places. 

This is where you need to remind yourself of the Target Audience, Campaign Goals, and most importantly your Brand. Does this video represent your brand well? If not send it back with notes for the editors! Be specific with timestamps!

 

The Final Fifth Point: Launch the video!

Once you’re happy with the video, it’s time to release it. 

Will you host it on your website, or released on platforms such as YouTube, Twitter, or Facebook? It could be a part of your marketing campaign or internal training videos. The choice is up to you!

Where the video is going and who it’s for was determined back in step 1. Be specific with where you release and promote your video. Focus on the copy and keywords to take advantage of SEO. It doesn’t hurt to review the video one more time before you click upload for any textual typos or edits that escaped the post-production team.

Once you’re happy with it, then let the world know all about it!

Here at HighClick Media, we follow each of these steps in our video marketing process. We have our target audience and campaign goals that we keep in mind with each of the videos we produce. For our brand, we create videos to help educate our community and clients on digital marketing, and we sneak in some company culture here and there.

We work as a team in each step of the process to produce content we’re proud of, while at the same time pushing ourselves to improve the product, our skills, and capabilities. We saw video marketing as where we want to be, and together we’re elevating HighClick to new heights!

Video branding and online video are taking the entire digital marketing frontier like a storm, and it’s time for your company to jump in before it’s blown away.

If you’re interested in how video marketing can help your business, give HighClick Media a call! Together we’ll elevate your brand to new heights

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know someone that needs to hear this? share it!

3 Video Marketing Strategies to Boost Customer Engagement

3 Video Marketing Strategies to Boost Customer Engagement

For most marketers, the concept of video marketing isn’t new. But some marketers have yet to develop a video content strategy that effectively engages their audiences. Recent studies have shown that websites with videos are 53 times more likely to appear at the top of Google’s search results. Video content, simply put, is far more engaging than traditional marketing channels.

If you want to learn something new, are you more likely to consult a dry, dusty textbook or a how-to video on YouTube? If you’re like most folks, you’ll choose the video. It’s simple biology – the eyes are attracted to movement by default. Video marketing naturally draws people’s attention. Videos are also some of the most enticing content to share. Statistics show that videos get 1200% more shares than text and images combined.

Communicating complicated concepts in an easily digestible format is something at which videos excel. Audiences are able to absorb information faster, since the human brain processes visuals much more rapidly than text. The average viewer is able to retain 95% of a message in a video versus only 10% when reading written text.

Here are three easy-to-implement strategies for increasing customer engagement through video marketing:

Focus on the Customer

Your marketing strategy should transcend a transactional relationship – your focus should be on growth. Using videos to answer customers’ questions, demonstrate how to use specific products, and even highlight customer reviews are just a few ways you can better engage with consumers.

Be Authentic

Customers want more than just products and services; they want to connect with a brand. Over 70% of consumers believe that companies should strive to make loyalty and rewards programs more attractive. Most companies haven’t gotten the memo yet, as only 24% of businesses are actively focused on creating loyalty/rewards programs.

When a brand neglects to focus on important connection points such as loyalty programs, they’re missing out on building a lasting relationship with their customers. People want to be associated with brands that can demonstrate empathy and deliver a unique, personalized experience. In short, consumers want to be able to relate to a brand.

Videos have the capability of tugging on a person’s heartstrings. When you can create a video that people are interested in watching and taking action on, you have effectively succeeded at engaging your audience.

What better way to promote loyalty and rewards programs than with a solid video marketing strategy? A well-executed video can showcase all the benefits and features of your brand. The message is conveyed in a straightforward yet convincing way that draws in your audience, significantly increasing the chance of customer engagement.

Always Include a Call to Action

Ultimately, customers want to feel like they’re a part of your brand. How can you do that? Create videos with user-generated content, hold contests/giveaways, showcase customer testimonials, etc. Another effective means of connecting with your audience is through Q & A videos. Encourage your customers to reach out with questions in advance. This will make them feel included in the brand.

To learn more about how the professionals at HighClick Media can help you develop and implement an effective video marketing strategy, call us today at 252.814.2150!

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How to Create a Casting Tape for a Food Truck Reality TV Show

How to Create a Casting Tape for a Food Truck Reality TV Show

If you’re itching to get your food truck business on reality TV – whether it’s The Great Food Truck Race, Food Truck Face Off, or Food Truck  Nation – the first step in realizing that goal is to create a casting tape.

Often, television networks will require you to submit a casting tape before they’ll summon you or your team for a live audition. If you’re thinking about producing your own casting tape, there are a few things you’ll have to do to prepare for it.

Thanks to recent technological advances, making a casting tape is surprisingly rather simple. Even if you’re using basic equipment, it’s fairly easy to achieve remarkable results. The secret recipe is to pitch yourself so the casting director knows precisely what you have to offer and why they ought to consider you and your food truck business for their program.

Do the Prep Work

Every food truck owner knows that at the outset of each business day, the most critical task you have to tackle is to prepare all the things.

In preparing for your casting tape shoot, you’ll need to gather the necessary equipment:

  • Video Recorder – This could be a smartphone, digital video camera, or other similar device.
  • Video Editing Software – Most Macs and PCs come preinstalled with basic editing tools; you could also check here to take a look at more sophisticated software if you prefer.

Be a Character - Quirky Chef

Be A Character

Reality show producers are quick to tell you that casting departments are using your video to get a sense of how entertaining and interesting to watch you are. They’re also looking for “characters” – people with a fascinating story, someone audiences can cheer for, or against. Essentially, you’ll want to convey an exaggerated version of yourself.

Identify Your Goals

In all likelihood, the show’s casting instructions will prompt you to recount to them why you want to be on their show. Consider the first five reasons that originally motivated you to try out for this show – and then immediately forget about them. Your motives should be distinctive, personal, and tethered to your character.

Nail Down The Space

You will want to have all the proper components in place so you can complete your on-camera audition effectively. It’s vitally important that you shoot your video in a quiet location where you won’t be interrupted.

Computers, televisions, and refrigerators all cause a commotion. You should ensure that the space you choose to record is as quiet as possible.

Work On Your Camera Setup

Configure your camera by placing it on a tripod and training it exactly on where you’re planning to sit or stand. If possible, you should also position yourself in front of a white or blue wall. Be sure to remove anything in the background that could be distracting to the viewer. Stand at least two feet away from the wall to avoid shadows. To ensure that you stay on your mark, use tape to form an “X” on the floor.

It’s also important to make certain that your lighting is suitable. This is crucial, as proper lighting makes you easier to distinguish onscreen. You can use floodlights, floor lamps, table lamps, or natural light from windows if you don’t have a professional lighting setup.

Practice recording yourself for a few minutes. Then play back the tape to analyze the lighting and composition of the scene and make any necessary adjustments.

Recording Your Casting Tape

Once you’ve concluded all your prep work, it’s time to begin recording your video. Start by stating your name, age, and experience in the business. Be sure to speak in your natural voice and maintain an even tone, while keeping your energy and charm at a high level. A superb way to demonstrate that you’re not nervous (even if you are!) is to make eye contact with the camera and smile often.

Additional Scenes

Now it’s time to record the scenes you’ve prepared for your video audition. Typically, this can be accomplished in your own kitchen, showcasing your best culinary skills. It’s also a good idea to interject at least one separate scene involving your team members (if applicable).

Editing Your Video

Now, it’s simply a matter of uploading all the files onto your computer and editing them. There will likely be quite a few snippets that will have to be excised in order to make the audition video appear as professional as possible.

Once you’re done editing the video, it can then be copied onto a DVD or saved as a computer file. This allows you to send the video to casting directors more easily.

Before submitting, be sure to check and double-check your video. It doesn’t need to be “high art,” but it’s imperative that you are clearly visible in every shot and that the audio quality is pristine.

Submitting Your Casting Tape

The final ingredient in the casting tape process is to actually submit your video. Be sure that your submission follows all the guidelines stated by the show and that it’s delivered well in advance of the submission deadline. The simplest way for casting directors to weed out the competition is to not waver on their deadlines and refuse to even bother with any unpunctual submissions – not even that video you spent so much time and effort in preparing.

Final Thoughts

After submitting the casting tape, if the show’s producers like what they see, you may be contacted for a face-to-face audition. While this may seem like a long, drawn-out process and a fair bit of jumping through hoops, it’s a necessary evil. Put your best foot forward, and be patient. Your persistence may just pay off in time.

While creating a casting tape for your food truck business can be done on your own, you might find that you’re just too busy, don’t have the appropriate equipment, or aren’t tech-savvy enough to go it alone. That’s where HighClick Media comes in. We can help plan, produce, and edit your casting tape for you. All you’ll have to do in the end is submit it to the food truck show of your choice. Give us a call today at 252.814.2150 to find out how we can help you #elevateyourbrand!

*** This blog post is greatly indebted to an article on Mobile Cuisine’s website, both in its inspiration and content. ***

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