Now that you have learned what is involved in planning for a video, you should also know the steps involved in actually producing the video. It is not only necessary to know each step involved in the process, but also how to properly execute every action. It is equally as important to educate yourself on the video process, so you can decide whether or not you want to produce your own videos or hire professionals who are experts in the field. Here are the four main steps to producing a video.

1) Equipment

The equipment that you use will directly correlate with the production quality of the video and the brand standards you defined in step number two of Planning a Video. It is not limited to the type of camera, as it also includes lighting, audio and external accessories. There are a large variety of cameras on the market. You could technically film a video from a smartphone, but in order to achieve a professional look with the final product, the footage should be captured with a high-definition camera, such as a digital single-lens reflex camera, or a DSLR. In addition, you will also need to have external lighting, mics, a tripod and a slider.

One of the benefits of working with a professional production company is their ability to handle all of the equipment for you. Renting equipment can be expensive, and damaging or mismanaging equipment can be even more costly, but these unnecessary costs can be avoided by utilizing professionals. The most important thing to consider with the equipment is that you have the right person there who is knowledgeable enough to determine which lenses, cameras, sound sources and lighting options are most appropriate for a specific shoot. That person should also be able to operate all of the equipment. The videographer needs to know what aperture, exposure and film rates are most appropriate for the specific video that you are producing. Your video does not have to cost tens of thousands of dollars, but the video needs to be done correctly, whether your investment is $5,000 or $50,000.

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2) Date of shoot

There are many moving parts on the day of a shoot, but filming does not have to be an overwhelming event. Some of the most common mistakes on a video shoot are not having enough time blocked off, not preparing the interview questions and content ahead of time, and not bringing release forms for those featured in the video. All of these things can be avoided through preparation in the pre-production steps. Make sure that you have clear and detailed direction for the day. This includes a detailed schedule that outlines who is coming in at what time, who is talking about which topics, and what is being filmed when.

Many people forget to account for set-up and breakdown in the itinerary; this is a critical mistake, especially when multiple locations are being filmed. You should always over budget for how long something will take as a precaution for potential delays. A half-day shoot generally runs four hours, which is adequate for a single promotional video or two testimonial videos. A full-day shoot of eight hours is needed when multiple videos with different content are being filmed in one day. Proper time management is best achieved by following the storyboard that was created in pre-production. Straying from the story can create a snowball effect of changes throughout the entire day leading to a longer shoot or missed content.

3) Editing

The length of time needed to dedicate to editing relies on many factors, including the length of the video, the goal of the video and the amount of raw footage that was acquired on the day of the shoot. The entire editing process can range from eight to 30-plus hours all together. It is usually not done in one step either. All the footage must be transferred from the camera to the computer, and every take of every clip must be reviewed to determine which is best to use in the video. Those clips must then be arranged in a way that accurately depicts the overall story. Video editors have to watch the footage numerous times to ensure they are telling an engaging story. They also have to do color correction to some or all of the clips due to the use of natural and external lighting and how they change throughout various settings. The audio may need to be synced to the video content, depending on the camera and audio source that was used for the shoot.

Once the audio is synced, it may have to be cleaned up to remove unwanted background noise or just to create consistent volume levels throughout the entire video. An editor will also want to ensure that the video is edited properly to the music that is used. It is important that you select licensed music that can be used for commercial purposes. If you do not have the license to the music, then you are limiting the number of avenues that you can use to feature your video. Many professional video production companies have a database of thousands of licensed music options that they provide as part of their services to clients. The entire editing process can seem daunting to someone who is unfamiliar with it, but a professional editor can easily manage it.

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4) Placement

Once you have done all of the pre-production, filming and editing, you want to make sure your video is implemented on a platform that supports your goal. There is no purpose of producing a video if it is not utilized properly. One of the benefits of video content is the multiple platforms that it can serve. The most common platform for video content is a company’s website, but it can also be featured on nearly any social media source, as well as in email newsletters. You want to place the video where people are searching for you. If your Internet statistics show that you are being searched on YouTube or Yelp, then it is important to put the video on those sites. A video’s content, length or message does not matter if the video does not reach the intended audience. Once the video is implemented and online, you can start tracking the views and conversions.

Working with professional video companies can seem like a large investment, but often times doing a video yourself can be more expensive. Any mistake that is made along the way can create a much larger setback resulting in lost time and increased costs.

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Contact us today for a free video consultation


Michael Mogill, President of Crisp Video Group, has produced video content for major international brands, including Coca-Cola, Verizon and Red Bull, and has carved out a successful niche in the medical and dental industries. He’s also a member of Young Entrepreneur Council, an invite-only organization comprised of the world’s most promising young entrepreneurs.


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