It is a widely acknowledged fact that every good marketing campaign needs to have an equally good (if not better!) video. The use of video as a means of conveying information is definitely increasing by leaps and bounds. In fact, experts believe that by 2021, a million minutes of video will cross the network every second.
With all this content out there, getting individuals to sit through your video means your content has to be brilliant, engaging, convey all the information it has to and be short as well. With all the advances in animation and VFX, viewers are growing more and more discerning by the day and are more than willing to disregard poor quality videos.
We’d like you to keep your audience enthralled and have put together our top tips to ensure that you make the best video you possibly can.
How to make and produce your marketing video
There are three main stages in the making of every video, each of the equally important with every step setting the tone for the next. They are:
- Preproduction
- Production
- Postproduction
We’ve broken down our suggestions according to each phase to make planning your video easy.
PREPRODUCTION
This is mainly the planning stage. Get this phase right and it’ll mean smooth sailing through all the rest!
1. Budget
It is really easy to get carried away spending money during filming. Decide on a budget you can afford and plan accordingly. A good idea is to allocate about 20% extra for contingencies that may arise during the production and postproduction phases. For example, your video may need a few extra props you hadn’t thought of or editing and special effects might add up to a bit more work than originally accounted for. Plan your timeline like your budget, with a 20% buffer period for any eventualities that may occur along the way.
2. Planning and storyboarding
Now that you’ve got the budget pretty much out of the way, it is time to get on to the fun stuff! This is where you come up with an original and exciting storyline that is going to resonate with your target audience and demographics.
Outline all the objectives you want to achieve through your video.
Decide what kind of a video you need: Do you need an explainer video or a commercial, for example?
Write your script and draw up a story board that focuses on the message you want to convey and think up a hook to captivate your audience right from the start.
Put together your team and assign roles like who will direct, edit, handle the sound and lighting etc.
Plan your B-roll footage (more on that later).
3. Location and actor scouting
Don’t make your film in your office, unless it’s meant to show your office. Although, it’s a good idea not to make your film in your office even if it is meant to show your office either. Find interesting locations that go with your story and fit in with your budget. Choose the people appearing in the video carefully. Have them go through a screen-test if possible. Just because someone is confident in real life, it might not come across in front of a camera. Make sure they can memorise lines. It sounds silly to say it but trust us; it can save vital time later!
PRODUCTION
This is the stage where you get all the actual filming done. Try and get the best possible footage during this phase, even if it means reshooting a scene or adding an extra prop. A big mistake people make is to gloss over minor errors, thinking they will fix it in post!
1. Know your equipment
Familiarise yourself with the equipment you will be using. Get to know any quirks any particular instrument might have. You might save yourself a lot of time trying to fix any glitches during the shoot this way.
2. Lighting and camera setup
Set up your lighting to make sure that there aren’t any unwanted shadows on screen. Make sure your primary light source is even and consistent. Avoid conflict between natural and artificial light. Adjust your camera setup for your particular lighting set up and make sure that the white balance is formatted correctly. Use a tripod to avoid shaky pictures and keep your camera in focus. A shaky picture (unless intentionally, and really well done) and a weak focus can really make a video look unprofessional!
3. Obey the Rule of Thirds
This often neglected rule is actually a basic rule that every camera wielding person should follow. It involves splitting your frame into thirds. Most cameras come with an optional grid on the viewfinder to help you follow this. Frame your subject off-centre to draw the viewer’s eye to the main points of interest. Film multiple takes of the same scene.
4. B-roll footage
You can never have too much of B roll footage. This footage can be used as filler footage. It is basically any footage that isn’t a part of your primary storyline. It is always a good idea to have more than you need.
5. Sound quality
Make sure your sound recording quality is top notch. Use good quality microphones and be cognisant of background noises that might filter in. Read this blog to know more about sound quality while filming.
POSTPRODUCTION
This is the stage where you put the video together and form your final product.
1. Editing
Edit your video so you have your audience hooked right from the start. Line up all your shots in order in your software before making minute cuts. It may look shoddy but will give you a good idea as to how the final product will look. Use your B roll wisely so that it complements the storyline.
2. Audio and subtitles
Consider using subtitles along with your audio as many viewers watch videos with the sound turned off. Make sure that your recorded audio aligns with the story and use a soundtrack to set the mood.
There is a lot more that you can do with your video in postproduction. You could consider adding animation, visual effects or even making it interactive. A good marketing video needs plenty of technical expertise and equipment that could stretch your budget. A good way to circumvent this is to use a good video production company that provides an end-to-end service, from preproduction to postproduction and special effects.
At Toolbox Studio, we collaborate closely with our clients so that the videos create a lasting impact. Our production teams include some of the finest directors making sure our videos are content rich and are of the highest quality. We cover every phase of making the film including script generation, storyboarding, shooting, filming, editing, graphics and animation and audio.
So whether it’s for brand-building purposes or generating leads or conversions, Toolbox Studio would love to hear from you! Call us at +91 20 46607590 or write to us at [email protected] to know how we can help you with your digital video production needs.
