What’s involved in creating a video for your brand or company?

Video provides a creative way to authentically tell your story and communicate your message, and a successful video should create impact, influence or intrigue with your audience.

In this four part series, we’re going to look at the basics of video production, what’s involved, and how you can create successful video content for your company or brand marketing.

In this post we’ll cover the three stages involved in any video production:

  1. Pre-Production and Planning
  2. Production and Filming
  3. Post-Production and Editing

Step 1: Pre-Production and Planning

To begin planning your video, it’s important to first peel back the layers and dig a bit deeper
to determine the true requirements of the video. What’s your video hoping to achieve? How can you make the video more interesting?

Develop a concept and outline for the video that will ensure the correct messages are reaching the correct target audience. 

Then develop a plan for the filming to work out what steps you need to take to make the filming process a success.

Step 2: Production and Filming

When it comes to filming, the easiest way forward is to work off the plan you developed in pre-production (you did develop a plan, right?).

One initial question to ask is: can you film it yourself? To make a video on your iPhone, or not to? This might be fine for some purposes, such as a basic update or weekly post to your followers on social media. But a poor iPhone video can end up doing more damage to your brand image and company reputation. So for anything larger, it’s recommended to use a professional video production company, complete with a producer, camera crew and equipment.

Other factors to consider are audio and lighting – if not done correctly they can ruin a video. There is much to say about audio and lighting that I’ll leave that for a separate post.

The filming day should be fun and hassle-free for all involved! The more detailed a plan you have, the greater the chance of a successful and fun filming day.

3. Post-Production and Editing

There is where the plan comes to life!

For most videos, shorter is usually better. We all know how short someone’s attention span is when viewing content online!

Importantly, the first 5 seconds and last 5 seconds are the most crucial parts to get right with clear messaging, visuals and call-to-action.

When editing the video, think about the messaging that is being communicated (both spoken and visual), as keep asking yourself “how can I make this flow better, how can I make this more interesting?”

Finally, ensure you get feedback from all stakeholders, and make sure the video style, graphics and logos are all align with your brand. No bad fonts and colours please!

That’s it for today, thanks for reading. Hopefully this brief overview has given you an idea of what’s involved to create a promotional video for your brand or company.

How do you go about creating video content for your Australian company or brand? If you have any questions or would like some help, I’m more than happy to assist! Please contact me here.
— Edwin