When you create videos for your business, it’s important to have knowledge on how to have the creative ideas behind these videos as well as understand its production process. As you put out your product launches or campaigns, you always have to think about creating unique and engaging videos to cater to your audience. And knowing how to express your brand’s story through videos will allow you to increase your company’s social accounts engagements and have better aesthetics on your website.
This post is going to be all about the process of creating these videos. We will be talking about how we start going into the creative setting, our strategy, and our goals for the videos we want to create. We will also cover the creative process, on how to pull visual inspirations for our content, planning the video production, finding the right people to work with, and doing the post-production processes.
Social media is always evolving as we have mentioned in our previous articles, and video is becoming more popular and important than ever. Being in the digital marketing world, you have to possess skills to be able to traverse the creative and production space. And that’s exactly what we’ll be going on about in this post, on how to bring together a few essential elements to create amazing videos. Let’s get started.
With the increase in the need for video content in the digital marketing space, the lines between marketing, creative, and production teams have become blurred. Marketing is about capturing your audience’s attention, and lately, videos are an excellent medium for that.
According to The Daily Carnage, mobile video consumption rises by 100% every year and 83% of marketers say that videos help them generate leads. In 2021, there was an 800% increase in global watch time of ad-supported video content. Learning these numbers is enough to conclude that videos are now a basic part of the digital world that needs you to level up your marketing effort to succeed.
Define Your Goals to Create a Successful Video
In the digital marketing field, having a clear strategy behind everything you do is vital. Your strategy is your map to achieving success and it’s no different when it comes to planning for your videos. In your strategy, you will have to define your goals for your video, who you’re target audience is, and why your video is important.
In goal setting, you’ll have to address several questions to aid you in creating your strategy. Depending on your brand and what you are trying to market, you’ll have to determine your top three objectives in creating your video content. It can be introducing your product or service, launching a new collection, teaching customers how to use certain things, or selling your product or service.
Define your target audience. When you think about your potential customer, you’ll be able to think about the types of questions that will help you define these people. But this time, you have to be as specific as possible. Being thoroughly specific will help influence how your visuals look and the type of aesthetics to go for in your video. It will also influence the platforms you’ll choose to have your videos uploaded on. It’s helpful to get as specific as possible with your target audience because that will definitely help your creative direction later on.
You will also have to define your values. This will help determine what type of copy to make and what type of visuals to have in your video. How do you want your viewers to perceive you? Do you want to be for the masses or for the luxurious? This will help you narrow down the type of visuals you’ll want to produce in your video.
Finally, you also have to choose the platforms to upload your videos on. Where do you want to focus? YouTube is best for longer form informational videos, TikTok is great for quick and engaging videos, as well as Instagram Reels, Facebook is a great platform for emotional or informational videos, and your website is best for how-to’s, campaign videos, and general brand videos.
Think about what your company’s goals have right now and why your brand wants to create videos. Having a clear ‘why’ will help you out tremendously.
Concepting Visuals to Build Your Marketing Video
Now that you have your goals and strategies in place, you can begin conceptualizing your video and how it will come to life. This process will include pulling together a mood board to get visual ideas. In putting together your mood board, you’ll have to consider your lighting, your props, your background, and other types of visuals. Watching videos on Vimeo and YouTube will help you brainstorm ideas for this.
Start conceptualizing by making a mood board and to start it, I highly recommend going through Pinterest because you can get a lot of inspiration from there. Pick your top images that go cohesively together. You can use Canva or Adobe Illustrator to create a mood board template. When you look at the mood board you created, it should give you a specific feeling and every image has to be cohesive or connected with the one next to it.
To get you started with what images to include in your mood board, here’s a checklist:
- 3-4 images that represent the types of models
- 3-4 images that represent the types of space that you want to shoot in
- 3-4 images that represent the lighting and ambience
When you’ve checked all of these boxes, you should be able to put together a cohesive mood board that will serve as the visual inspiration for your video.
You can also write a couple of phrases or words under the photos you put together to describe what’s happening in your mood board.
Writing Your Marketing Video Script
Now that your mood board is done, you can start writing your copy or video scripts. You don’t need to write a whole movie scene, you just have to prepare a short and concise copy that will express how you want your brand to be perceived in the video.
Start off with writing out all the things you want to get into your video. When you’re creating your script, make sure to write in the tone of voice of the target audience you are looking to attract. You want to use words that will be appealing to your audience.
You want to have an engaging hook, a concise body that includes all the information you want to disseminate, and finally a closing and a call to action telling your viewers what to do, whether it be to purchase something, to learn more, etc.
Once you have your script laid out, it’s important you make a recording of the whole thing to see how long it takes for the whole copy to be spoken. Doing this will help you make sure that your video is long or short enough to fit the platform you’re going to upload it in.
Choosing Your Location and Production Equipment
Now that we have all the things above, it’s time to get into planning the production. In order to proceed with actually shooting your video, you’ll need to look for your location and have the right equipment.
In finding the perfect shooting location, there are things to consider because you have a lot of different options. You can shoot in a studio that already has all the equipment you need, or you can shoot on location and bring your own equipment. There are pros and cons to each option. Typically, shooting on location can be a bit more challenging because you’ll have to bring your own equipment. As for shooting in a studio, you’ll have to create the look you want to build for your video. You also have to consider the studio’s availability dates and what equipment they have on hand.
Another thing to consider is the recording sound onset you have. This factor is often overlooked but because the sound is vital in videos, it’s important you know if your location or the studio is soundproof or if there are any sounds that will get picked up by the video.
Work with your videographer so that they will understand the exact type of ambience you desire.
Sourcing Models and Props for Your Video Shoot
In the next part after securing your location, you’ll then need to source your models and find your props. Your models and props will bring your video to life so you have to really be thorough in picking these. You might work with a casting director if you have a large scale project, or with a smaller team and hire models yourself. Regardless, if you have to take in any task in the video production process, you’ll want to have a look at the models you select so that you can achieve your vision.
When sourcing models, there are a few options you can use. You can work with a modelling agency, use a talent sourcing site such as Swipecast, or just search through Instagram.
As for props, you can be as resourceful as you can. Props can be everywhere. It can be your daily things, a chair from your house, or from a local prop rental studio. You can also get some items from Amazon if you can’t find them at your local store.
Planning for Post-Production of your Marketing Video
The last thing on the list here is the post-production of your video. Now that you have your creative and production plans, it’s time to plan for your post-production.
Knowing the exact specs for how the video will be edited, will help your videographer plan the way they shoot the video and the angles that they use. You also have to consider the different specs and requirements for the sizes of your video. Have your video edited for multiple platforms, like Instagram, YouTube, Facebook, TikTok, Vimeo, and more. This will allow you to make the most of your investment and will also allow your customers to have the same experience across multiple platforms. Having your videos sized properly makes the process easier when it’s time to upload your campaigns.
As marketers, it is so important to know how to create videos. Learning how to express your brand’s story through videos is what every marketer need to know in this digital age. Hopefully, this deep dive into the world of video production gave you a sense of knowing. Now that you know the video production process, it’s time to put what you learned into action.
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