It’s a given that integrating video content into any digital marketing strategy can drastically increase the chances of success. Videos are the most engaging and easily consumable type of all marketing content. There are plenty of stats out there to support this theory. For instance, a recent Forbes study states that 55% of people watch videos daily, and 78 % watch at least once a week. More customers interact with video content today compared to a few years back. And this number is growing every day. Including videos in your marketing plan is the best tactic to stay in the limelight in the increasingly crowded digital environment. Having sound knowledge of the production process can contribute immensely to your brand’s success.
Even experienced marketers might falter at the thought of creating videos from scratch. Tons of Online Video Editor tools out there help you get through the production with ease and not make it feel like a Herculean task. In this post, let’s briefly look at the major steps involved in any video-making campaign. Whether you choose to have an in-house production or professionally done videos, having an idea of what goes into creating quality video content is a great idea.
Planning and research are key to a smooth start. The entire process of video making can be broken down into: pre-production, production, and post-production. A well-executed pre-production phase can be of great help for the subsequent steps.
Pre-Production
1. Find your target audience
Who is this video speaking to? Understanding the target audience is not limited to knowing the demographic like age, gender, location, etc. Beyond these basics, solid research on what they like, their interests, their pattern of engagement with online content, their problems, and concerns will be helpful throughout the video-making process. Interviews, feedback, and other forms of interaction with your social media followers and existing customers can give answers to all these.
2. Outline Objectives
As in the case of any campaign, defining your end goals is the best place to start. Objectives such as the intent of the video, the performance expectations, the audience’s takeaway, and more need to be well throughout right at the onset. The success of your content will ultimately be measured against these objectives.
Once you have your audience research data and objectives, it’s easy to develop the core message of your content. This is basically one strong idea that the video can center around. It should become the key takeaway for your audience at the end of the video.
3. Video Strategy and Production Plan
A video strategy is, simply put, a sound plan that takes into account the logistics, budget, and timeline of the production process. Having a logical framework to refer to will ensure a smooth and hassle-free production process and improve the chances of getting the best ROI.
Similarly, a production plan also guides you along the way to keep everything on track. Production plans are a compilation of all the research data and information you have so far; the target audience, the objectives, the core message.
4. Determine the Creative Style
Now that you have collected the data and content of your video, it’s time to think about the look and feel of it. Content is the king, but the aesthetic and visual quality of the video plays a critical role in its success. You may have a great product or service, impactful messages, but how it is presented to the audience is equally important. Multiple ideas and concepts can be deliberated on to arrive at that final one that resonates with your objectives and goals. This is where you get to showcase your and your brand’s personality.
5. Draft the Script and Storyboard
The key to a good script is keeping it natural, simple, concise, and engaging. You do not want your audience to struggle to understand the message. Straightforwardness is the best approach. Depending on the type of video you are working on, details like the cast, location, set, props, etc., can be included in the script.
A storyboard is nothing but the scene-by-scene design of your script. It will help you visualize the production process and plan for the post-production requirements. This is a good way to detail out every frame and shot of your video. Working on the storyboard lets you visualize different aspects of filmmaking like backdrop, lighting, transition, and many more. It can also work like a scrapbook for all the visual ideas and inspirations you have for the video. Again, the complexity of a storyboard depends on the type of video you are making.
Production
The planning or the pre-production stage might feel exhaustive and intense at first, but its value for the next stages of the video-making process is undeniable. The filming will be streamlined and precise with a detailed brief and script in hand.
Shoot the video: As planned ahead, your storyboard will give definite directions regarding lighting and camera set-up. From here on, follow the script, and shoot your content. Do not hesitate to make retakes until you get the desired result. Irrespective of the size of the production, well-shot footage makes the editing process easier.
Post-Production
1. Editing the video
It’s time to compile and put together the best shots. Unlimited online video editors make this simpler, and you won’t necessarily need to hire skilled editors. While editing, be mindful of keeping the final video concise and visually interesting without losing the key messages.
With the help of an online video editor, you can add additional graphics, animations, music, and other special effects to enhance the aesthetic quality. A few tips to consider while adding these enhancements:
- Do not overcrowd the video. The content and message should shine through all the graphics and animations. The special effects should only enhance the content and not overwhelm.
- Background scores and music should complement the tone of the video.
- Voice-overs should be clear and expressive.
2. Distribution and Promotion
Once the edits are done and the final cut meets your expectations, you can save them in the format and quality required for hosting. This may depend on the purpose and platform that it goes up on. Take advantage of the power of social media and share your content across multiple platforms to ensure maximum reach. Alternatively, share it via newsletters, emails, use paid advertising, or host it on paid channels. Align with the strategy you mapped out at the start and consider the most effective way to get to your target audience and generate positive ROI.
To measure your video’s success, go back to the objectives and measure it against the set of metrics on the hosting platform. Online analytics tools can get you the data you require for analyzing your video’s performance. The insightful information you get from these analyses will help you tweak your video strategy for future productions.
To conclude
Producing high-quality, well-performing videos takes careful planning and effort. When you start on your first project, all you need to keep in mind are the steps discussed above. Organized planning and research at the beginning can save tons of time along the way. Ensure your content is entertaining and informing, and easy to consume. Do not panic if you are on a rocky start. The key to success in this field is experiment, practice, and repeat.
