How to make an effective video? Part 1: Preproduction
How to make an effective video? Part 1: Preproduction
Video has become essential in your communication arsenal on the internet. I have already told you about it: the attention of the Internet user is a precious commodity. So how do you make a marketing video production belfast?
As much as a good video can have great repercussions for your business… as much as a bad one can be devastating!
Let’s not forget that it is the image of your seo companies belfast that you communicate through this video. From your degree of proximity to your seriousness, through the qualitative feeling of the product highlighted… A failed video can greatly weaken your communication strategy.
Depending on the positioning of your company, it will be better to call on a professional for the filming rather than “find your own way” for a result that does not meet the expectations of your target. In other cases, this amateur side can bring sympathy capital, and bring you closer to your community. So it all depends on your communication and your persona. This is where it all begins.
Know the audience of your promotional video
Guys, I think you’re going to end up thinking that I’m totally obsessed with the concept of persona! It’s true that this is found in the middle of many of my tips… and it can’t be otherwise! It is the basis of all communication.
Too many people continue not to understand why their superb video brought them nothing… The most beautiful of messages is useless if it is shouted in space!
Whether you produce the video yourself or have it commissioned from a studio, your creative brief must contain the persona of the audience targeted by your promotional video.
And besides, since we’re talking about it, we shouldn’t forget, this creative file ( brief ).
Write a creative brief
In addition to precisely identifying your target, this creative file must identify different points:
- Why do you choose the video format for your message?
- What is the main message of the promotional video?
- What action do you expect from the user watching this video?
- How should he feel?
- What change do you expect in his opinion, his feelings, on your product? What does he think today before the video?
- What are your product advantages over competitors?
- What is the tone of the video?
- In one sentence, what is the main message of the video?
- Where are you going to stream the videos?
- What will be the call to action?
Preparing your promotional video
With the brief established, you will begin to define more precise elements for the style of your promotional video:
- Actor or interview?
- Customer testimonials or explanations?
- Elaborate work in the studio or simple filming on location?
- Scripted or improvised with questions and answers?
Styling your video
As you think about it, you will choose the precise style:
- Video of testimonials (how your product met the needs of now satisfied customers).
- A person in charge of your box (or several at “the Apple” ) explaining all the beauty of the product or service.
- Staging of the use by actors, who can also talk to the camera about the product benefits.
- Explanation video with a voice-over on an animation (dynamic slides, cartoon or whiteboard).
- Narrative video with a voice explaining all the benefits of the product in an educational way on real shots.
You can even make a mix of two styles: it is more rarely practised and can bring a real dynamic to revive the interest of the video halfway through: the actor who enters an animation, a video narration which continues with the testimony of the founder, a staging of the product that ends with real customer testimonials…
This is also where you will have to definitively set the budget allocated to your product promotion video. Professional cameras or iPhones? Studio or daylight lights? Audio recording studio or hands-free kit? Composition of your music or beyond? A professional editor or DIY on iMovie? With graphic dressing or will the video be on its simplest device?
There are, of course, alternatives and subtleties between each of these oppositions. The fact remains, however, that these choices will define the final rendering of your sales video.
Minimum material to make your sales video
Even with the smallest of budgets, I advise you to have this equipment at a minimum :
- A recent smartphone with very good video resolution
- One foot (tripod)
- A lavalier microphone
- Light reflectors or a mini lighting studio
For editing, a Mac seems the best choice for a small budget, thanks to iMovie incorporated, but you can also use the software on a PC, or even an application on an iPad or Android tablet.
Without this bare minimum, it may be better to refrain from making the video rather than risk a negative impact with it.
Constitution of your team for the production of the sales video
It is obvious that if you are a micro-enterprise, you may be the only one to wear all these hats! But still, these 5 roles are important and you need to understand their responsibilities.
The producer
Undoubtedly, he will operate as the company’s point of contact while trying to find a reputable studio. He is the one who makes sure all the materials needed for the video’s creation are gathered. He looks over and accepts the brief. If required, he offers the storyline or storyboard. He makes the arrangements for the filming venue and makes sure that everything is present. He plans everything from A to Z, including selecting the staff and overseeing the distribution strategy. A strong feeling of responsibility and organisation are essential for this position.
Director
He’s the one with the vision! It turns your concept into reality. It is he who will know how to put emotion and reach your target. He chooses the plans and the staging. The director gives instructions to the speakers. He places people and things, colours, and lights. He knows what he wants to achieve and he knows how to lead his team for it.
Visual manager or operator
Even in slightly larger budgets, a guy (or a girl) is often alone to form the entire technical team! Accessories, lights, shots…
Of course, if your budget allows it, it would be good to entrust these tasks to several professionals. Otherwise, whoever will film the scenes and take care of all the set-up will have to be damn multitask! He must love all things technical and have an eye for detail.
In a very small team, the director will be able to participate in order to lighten the weight of these responsibilities, in particular by also being a cameraman.
audio technician
Sound quality is absolutely paramount in a sales video. I repeat pri-more-di-ale! Our weak ears have a hard time with poor-quality sound and they will scream at your customers’ brains to turn everything off if you’re not careful!
An audio technician will ensure a good sound recording. It will also support adding sound effects or optimizing audio rendering. It is also he who will generally provide the music and adapt it for the desired editing.
Video Editor
Once everything is “in the box”, you have to assemble the different elements and sublimate them.
In post-production, the images can be retouched and edited. Frames can be improved. The assembly will bring dynamics. This part is done in close collaboration with the director so that the final rendering respects the spirit desired by it.