What is Video Production?
Suppose you've ever had a cozy night in, losing yourself in the thrilling twists of a Netflix series while simultaneously thumbing through Instagram reels on your phone and checking out a YouTube link on your laptop (i.e. my nightly ritual). In that case, it shouldn’t come as a surprise: video is everywhere, my friend.
These days, we dedicate a huge portion of our precious screen time to indulging in captivating video content. It's become such a routine part of our daily lives that we can hardly imagine a world without it.
With our viewing habits in mind, it's crystal clear that video marketing is the path to introducing your brand to the world and connecting with audiences through targeted ads. It's like waving a magic wand and summoning the perfect audience right to your doorstep.
If you're not already making video marketing a top priority in your digital marketing strategy, fear not, my friend. It's never too late to hop on the video marketing bandwagon. You just need a guiding light to lead the way.
And guess what? That's exactly where we come in. So, grab your popcorn, dim the lights, and brace yourself for a wild adventure as we give you a bird's-eye view of a classic, tried-and-true journey: the video production process.
An Overview of the Video Production Process
Video production is the process of creating video content. The process includes five key stages (or phases):
Planning & Development: This initial phase involves determining the type and purpose of your video content and defining its scope. Careful planning sets the foundation for a successful video production journey.
Pre-Production: During pre-production, you'll handle logistical elements such as writing scripts, storyboarding, scouting locations, and assembling the necessary resources. This stage streamlines the production process.
Production: Here is where the actual filming takes place. Cameras capture the footage that will be used in the final product. It's an exciting but organized phase that ensures the content is captured effectively.
Post-Production: After the shoot, the post-production stage begins. This involves editing the footage, adding soundscapes, special effects, and any other necessary tweaks to craft a polished and compelling end product.
Marketing & Distribution: The final stage of video production is bringing your content to the world. This involves strategizing and executing a plan to effectively market and distribute your video across various platforms, reaching your target audience.
Let’s dig a bit deeper into each individual stage, shall we?
Phase 1: Planning & Development
Planning and development is an exciting phase in video production. It's when the big questions and ideas driving a video content shoot come to life. Some of these questions include:
What is the overall objective of this video content?
Who is the intended audience?
How can we effectively convey the content's message and connect with the audience?
What resources do we have at our disposal?
What challenges or obstacles may arise during the creation process?
Once the objective of the video is established, it's essential to consider the best approach to communicate it effectively. Style discussions may arise, such as:
Should the video be live-action or animated?
Should the style have a polished look or a more authentic and user-generated feel?
Is the video intended to be shared on platforms like Instagram or TikTok?
Will it be used across multiple platforms, requiring some adjustments and refinements to each deliverable?
Budget and shoot duration also play a significant role in this phase. It's important to determine if the proposed idea can be executed within the budget or if adjustments need to be made. For more on budget, check out our post about the common factors that drive video production costs.
Sometimes, planning takes you on a waltz of trial and error, as you test and retest your video marketing ideas. Yet, amidst the twirls and spins, remember to savor the sheer joy of ideation, getting lost in dreamy possibilities before a single frame is captured. Once your marketing team reaches a consensus, the planning and development stage wraps with a carefully crafted brief or outline, ready to be embraced by a production team that will infuse it with their own ideas and expertise, bringing the shared vision to life.
Phase 2: Pre-Production
Pre-production is where we finally answer the million-dollar question: "How will this get made?" The answer to that question involves addressing topics regarding:
Hiring personnel and crew members
Identifying and securing suitable locations
Budget considerations
The duration of the shoot, which directly impacts the budget
It's an excellent opportunity to review previous production budgets, identify areas where costs can be reduced, and keep key performance indicators (KPIs) in mind.
Many challenges and issues are resolved during pre-production, often resulting in scaled-down productions when original plans prove to be too ambitious.
During this phase, teams often rely on pre-visualization techniques such as storyboards, shot listing, and pre-lighting of sets. As a result, production becomes a relatively straightforward process of capturing the right footage with as few creative and logistical hurdles as possible.
In video content production, simplicity can often be the best approach. The concept is what truly matters, and with the right choices of props and locations, it can be achieved more modestly than one might expect.
Pre-production is also the ideal time to determine the specific deliverables required by the end of the process, including (but certainly not limited to) aspect ratios, file types, and video lengths.
Want to read more about the pre-production phase? Check out our post about the ins and outs of pre-production.
Phase 3: Production
Production is the phase where the actual shoot takes place. It is meticulously controlled, as it involves talented individuals and crew members who are working against the clock and may be subject to overtime pay if the shoot runs longer than anticipated.
Despite the best-laid plans, there are often hurdles to overcome, whether they involve logistical challenges like weather conditions, unexpected variations in locations, or performances by actors that require adjustments.
It's important to keep in mind the various ways in which the footage will be used. This includes framing aspect ratios to accommodate platforms such as Instagram, YouTube, Facebook, and other social media formats.
Check out our post about shooting for the edit to read more about what needs to be considered during the production process.
Phase 4: Post-Production
Video post-production encompasses all the elements necessary to refine and enhance the footage after the shoot. This includes editing, color correction, visual effects, sound design, and mixing.
Post-production is a combination of creative problem-solving and artistic expression. It involves adding motion graphics, music, and other elements to elevate the overall quality of the video.
Additionally, post-production allows for the repurposing of production content to serve multiple purposes, effectively extending the reach of a campaign from just a day or two of shooting.
Organization, creative problem-solving, and software wizardry are key during the post-production phase. Luckily, we happen to pride ourselves as post-production experts.
Phase 5: Marketing & Distribution
Marketing and distribution have evolved from relying purely on instinct or chance to incorporating data and targeting strategies.
Understanding where your audience resides and crafting content that resonates with them is crucial during this phase. If you’ve planned for the right deliverables in the planning and development phase, you should be golden.
Although this phase involves a data-driven approach, there is still room for creativity. Continuously monitoring the popularity of your campaign and making necessary adjustments ensures that you are meeting your key performance indicators (KPIs).
Conclusion
So, what do you say? Ready to start your next video project? Remember to follow the five stages of production, and you’ll be in good shape. Work with the right creative partner and you’ll have even more success.
At Haunted Basement Productions, we’re experts at creating cinematic brand stories that transport your viewers to another world. With our playful yet professional approach, we capture the essence of your brand and add equal doses of entertainment and emotion to engage your audience from start to finish. Let us be your storytelling partner and create compelling videos that leave a lasting impression on hearts and minds.
