When it comes to in-house video production, many marketers are met with uncertainties about where to start, whether in-house video will make their company look unprofessional, and what type of equipment is necessary. The good news is in-house video production is a lot less scary than you think.
In a recent webinar, director of content marketing Brendan Cournoyer, graphic designer Jason Petrucci, and guest speaker Michael Helton of Combined Insurance offered actionable advice and best practices to help take the intimidation out of in-house video production.
One area that our experts keyed in on was the importance of proper planning to creating high quality video marketing content in-house. Let’s take a more detailed look at three planning steps you can take to insure smooth video production on the day of the shoot.
Step 1: Outline objectives and goals
Before beginning a video project, it’s crucial that you and your team have a solid understanding of the goals and objectives for the video. This means being able to clearly identify the purpose of the video – is the intention to boost brand awareness, increase demand generation, promote a product or event? Also critical to defining objectives is identifying the target audience(s) for the video, and creating a distribution plan for reaching those audiences. These are all important points to consider as they will have a direct impact on the way you produce the video.
It’s also essential to determine goals to help gauge the success of the video. Are you targeting a certain number of views, or is retention the most important metric for this video? Setting these goals early on will help shape the production process.
Step 2: Write a script
With goals and objectives set, the next step is writing a script to drive the video. While the word script may seem more formal than the type of video you originally had in mind, don’t let this scare you away. Depending on the type of video, the script may be more or less detailed.
For instance, with talking head style videos featuring subject matter experts, it may not be necessary to write the script word for word, and may be more natural to prompt the speaker to elaborate on certain key points in their own words. In this case, the script should consist of a list of central themes you’ll be asking the speaker to discuss. Before you go into the recording session, you should set aside time to meet with the speaker so they have a rough idea of the questions you’ll be asking them, and also so you’ll have a rough idea of the answers they will be giving.
With voiceover style videos, such as demonstrations, a word for word script is the way to go. This will not only make the recording process more seamless for the voice talent, but will also help your design team time up the graphical elements within the video during the editing process.
Regardless of the style of video, it’s always a good idea to keep the script short, and get it approved before recording. Check out this guide for more scriptwriting tips.
Step 3: Prep the talent and your team
Once you have an approved script, review it with your on-screen talent. It’s also a good idea to communicate what the talent should wear on filming day since certain colors and patterns (or lack thereof) work better for online video.
Also during this step, gather your team to discuss shooting style (angle, transitions, segment length, etc.), and iron out any necessary logistics such as where you’ll be shooting and what’s necessary to prep the space. In our webinar, Taking the Intimidation Out of In-House Video Production, Michael Helton shares the steps he and his team take prior to shooting video at their office.
For more in-house video production tips and other video marketing ideas, watch our Video Marketing University webinar series.