With more than 72 hours of video being uploaded every minute and 181 million U.S. internet users watching online video in the month of September, it’s no secret that video is popular. Because it is without a doubt one of the most engaging and effective ways to deliver a message you may be wondering how to make a video.
What’s the Goal and Who’s Your Audience?
Before you even pick up a camera, you need to consider your goal. What message are you trying to convey? What action do you want your audience to take after viewing the video? Speaking of audience, consider how you are going to distribute your video (i.e. web, live event, DVD etc.) and why they will choose to click play.
Step 1 : Pre-production
Whether you are seeking professional video production or tackling it on your own, the first step in the process is pre-production. First, develop a reasonable timeline for your project and remember to take into account any reviews or approvals needed to keep the process moving forward. Next, take the time to brainstorm several ideas and then flesh one out. Depending on the style of the video, you may need to do some scriptwriting, design a storyboard or craft some targeted interview questions. These simple steps are critical in making the rest of the production process more efficient.
Step 2: Production
Now it’s time to actually pick up the camera. During production, scenes are often shot out of sequence to make setup and tear down of equipment more efficient. This is why having a final approved storyboard and script available for reference is critical. In terms of technology and equipment, good lighting and audio top the list in making or breaking a video. In professional video production, we rely on gaffers (lighting professionals) and audio technicians to create the mood for the video. Others you may see on set include the producer, director, videographer, teleprompter operator and production assistant. While it is possible to do simple on-camera interviews using a one or two person crew, it is sometimes a worthwhile expense to have these other professionals on site to help the day run more efficiently and reduce unnecessary costs during post-production.
Step 3: Post-Production
During post-production video footage is organized and assembled according to the script or storyboard. If the footage has been shot properly, the editor can focus their time on arranging clips, adding special effects and laying in a soundtrack to create an overall style and tempo to the video.
Step 4: Distribution
Depending on the final distribution method (DVD, kiosk, digital signage, website, social media etc.) the video is compressed to a pre-determined format and then distributed to the masses. It’s important to decide the distribution method(s) during the pre-production phase of a project as it often will dictate the way the video is shot, edited and sometimes even how the story is told. The story and final format for a corporate meeting opener displayed on a big screen will be much different that a product video produced for a website.
Final Thoughts
There are many factors to consider when deciding to tackle a video. If you’re considering a professionally produced video, contact two to three video production companies in your area and see if they have video samples they can share. If possible meet the producers you’ll be collaborating with and be willing to share your ballpark budget upfront. Because there is a wide variety of production techniques and equipment available, knowing the ballpark budget ahead of time will help the producers determine the best creative approach to your project.
Creating a video is actually a very fun and rewarding process for everyone involved. It’s a chance to get out of the office, work with a bunch of creative individuals and ideally you’ll walk away with a sense of pride and accomplishment!
Sources
• comScore Setptember 2012 U.S. Online Video Rankings
• YouTube Press Statistics
