As a marketing professional, you know how important video content is. By the end of this year, online videos will make up more than 82% of all consumer internet traffic.
But the truth behind video production is that it’s not always particularly easy – planning is tiresome, shoots are complicated, and things always take longer than people originally think. But the big secret nobody ever realizes is that the real magic happens long before you hit the record button – in pre-production.
In this post, we’ll walk you through the technical process for planning a video shoot, (with our favorite tips and best practices), so you are prepared with the most practical and actionable knowledge to make video content a regular part of your overall marketing strategy.
Define Video Objectives
First things first. Everything begins with defining the goal for your video content. Just like any other type of content, you can’t reach your aim without first deciding on what it is.
In the beginning stage of video planning, it’s easy to get carried away with numerous ideas. But if you try to focus on too many different goals in one video, you can’t give the individual goals the attention they deserve, hurting your chances of creating a successful video in the long run.
So, start by asking yourself:
- What is the most important goal of the video?
- What business objective will it accomplish?
- Who will be viewing the video?
- What do you want the viewer to do, or how do you want the audience to feel after they watch it?
When making decisions throughout the planning process, be sure to bring everything back to the goal you’re trying to accomplish. Veering away from your defined objectives will just waste time, energy, and money creating videos that will fail to drive your desired outcomes.
Location Matters
The location of your video sets the tone for the content. It’s important to understand that filming outside is much more difficult than filming indoors. Exterior settings are larger and present many more elements that are beyond your control. If you must film outside, be prepared to spend more time and most likely, more money.
If you want consistency take after take, consider an inside location. Here are some factors to help you understand what makes a good location:
- Visual character – The background of the video helps to tell the overall story and add perspective and emotions, so make sure it is visually interesting and reflects the image you wish to project.
- Large space – Ensure the space is big enough to accommodate all equipment and on-camera talent. (Tip: Schedule a tech scout to measure the space of the location and get familiar with lighting conditions, sounds, internet and IT capabilities, and load in requirements to avoid running into unexpected challenges).
- High ceilings – A room with high ceilings provides the option to mount things like lights or backdrops to the ceiling so that you can free up more floor space in the room.
- Controllable natural light – Are there windows in the space and can the natural light be controlled by the film crew? (Tip: Avoid shooting in front of a window. The levels of light from exterior vs interior create unwanted problems).
- Quietness – Are you next to a `busy intersection, or a fire station where an alarm will be going off frequently? External sounds can ruin a shoot, even in a controlled environment.
- Accessibility – Does the location disrupt other actions? For example, if you choose to shoot in your lobby, consider the foot traffic in and out of the space. Or if you decide to film in your conference room that is needed by executives just before or after your shoot, you might be asking for trouble. Decide what steps you’ll need to take in advance (like reserving the area or shooting on a weekend) to avoid unwanted distractions.
Choosing the right location and doing your homework beforehand will allow you to avoid production delays, save time and money, and create a video that speaks to your audience.
Ready, Set, Go Plan Your Next Video
As you know, video marketing is a must have. But keep in mind, there are many things to consider before hitting the “record” button on your newest video marketing campaign.
At Video Parachute, we understand there’s a lot to do when preparing for a video shoot. That’s why we make sure you’ve got the basics covered, know the purpose of your video, and have the equipment and expertise you’ll need to create a piece that will exceed your goals, whatever they may be.
If you’re ready to start planning your next marketing video, give us a call today.