In 2019, companies of all sizes can now afford to produce high-quality video content to tell their stories. The rapid increase in accessibility to professional gear has made beautiful and meaningful stories not just the exports of expensive Hollywood productions. Nowadays companies are using video to tell impactful stories and help customers understand their business across a variety of channels, including videos on their website, social media, and even in digital ads.
While access has increased, it is still no small task to create engaging, informative, and well-produced video content. Here at The Squad, we’ve spent years honing a trusted process and we love helping companies tell their story through video.
Not sure how to get started? Here are some basics to get you off to the races.
Getting Started with Video Storytelling
Describe Your Ideal Audience
First off, know who you’re trying to communicate with! Include demographics, professions, and felt needs. Any information that you can compile to identify your target audience will be the foundation of how you craft your plan.
What result would you like to see?
Once you have narrowed your sights on a target audience, determine a desired result of the finished piece. A popular marketing rule is that most content can be broken into four basic intentions: to inform, inspire, educate, or entertain. When planning and writing your script, consider the most effective ways to achieve the desired result for your video.
Invest in Planning
Planning is vital to a successful shoot-day. The more time you spend ironing out each detail of the shoot, the less time you’ll spend in the editing room, afterward. The mindset of ‘we’ll record a lot of footage and figure it out’ usually results in a headache of an edit and a disappointing final product.
Location, Location, Location
Knowing the lay of the land is another important piece of the puzzle. If you have the ability to scout your location, take notes, and make adjustments before the shoot; this will make the shoot-day much less stressful. If you don’t have the ability to scout ahead of time, make sure you plan to arrive early on location to walk through the shots and address any last-minute adjustments.
Storyboard & Shot-list
Creating a detailed shot-list is vital before every shoot. Once you are on location, being able to check off specific scenes will add a level of confidence and organization to the process.
On more elaborate narratives, storyboarding specific scenes can be very helpful.
If you are filming ‘talking head’ interviews, it’s always best to at least have an outline and talking points outlined beforehand. Most inexperienced interviewees are nervous and the more structure you can provide, the better. Whoever is directing the interview should focus on making the subject feel as comfortable and relaxed as possible.
Writing a voiceover script can be more straightforward, but keep in mind that having the right talent to record the voiceover can make or break the tone of your project. An audience is much more forgiving of a casual or ‘imperfect’ execution of interviews but usually expects a very polished and professional voiceover experience.
One of the main hurdles to overcome when creating a video project is acquiring and operating the necessary gear. While the price of quality cameras and various accessories has rapidly decreased over recent years, it still depends on the overall budget and goals of your project whether you should consider renting or buying.
Some rental resources we use:
Selecting the right music for your project is important for setting the emotional tone. Also, depending on where you purchase rights to your music, this is a consideration to be built into your total budget.
A resource we use:
2019 is going to be another big year for video content! We hope this list is helpful for planning a video project of your own. Of course, if this list left you with more questions than answers on how to produce your own marketing video, then let’s talk.
Our team of videographers, designers, editors, and creative strategists are dedicated to helping businesses in and around Louisville, KY and Charlotte, NC tell their story through video. You bring the story and we’ll bring the skills, gear, and process.