How we make sure your video wont be forgotten
Video content can be one of the
most valuable assets in your marketing content mix. By the end of 2019, video
content represented 80% of all consumer internet traffic. However, getting your
audience to actually watch through all of your video can be a challenge,
considering that the longer the video is, the more casual viewer tend to drop
off and stop watching.
Your video is being judged on the
content, production quality, style and the information it provides. So, your
content must be truly remarkable to maintain your audience’s attention. This is
how we make sure our video projects are first class and won’t be forgotten.
1) The pre-production stage
The most important part of the
video production process definitely happens before the camera even starts
rolling. The pre-production or ‘planning’ phase of our video projects are where
most of the magic happens. Once ourselves and our client have thought of a
great idea for a video, the next step is to define the audience. Defining the
audience involves building a buyer persona, that will represent the target
consumer. Narrowing down the audience to a specific persona rather than a
generic audience allows us to create a much more targeted and effective video
in the long run.
The next steps are writing the script,
drawing out a storyboard and creating a shot list before we start filming. It is
important that we get input from multiple team members before signing off the
final script. The script has often gone through several drafts by the time
filming begins but having a solid base to work from is greatly beneficial to
the overall video production. Similar to the video script, the storyboard is
also an indispensable pre-production tool. Story-boarding allows us to visualize
the shot before it happens. A shot list is also an important part of
pre-production because it includes specific details – like camera placement and
lighting direction – making it the ultimate pre-production planner.
You want the concept for your
videos to be creative and unique. We never take the easy route and copy other’s
ideas, as this leads to an unoriginal video that viewers have already seen time
and time before. Conducting persona and keyword research and exploring which
types of video content are popular and successful in the industry allows us to determine
quality content that hasn’t been covered by another brand already.
3) Sound Quality
Poor sound quality makes a video
appear as amateur. We utilise both lapel (or lavaliere) and boom microphones to capture the desired audio be it interviews
or background ‘atmosphere’ – think birds tweeting or waves breaking on the
beach. We consider audio as equally as important as the professional video
quality. Everything should be shot in as high a quality as possible. This not
only ensures the viewers experience but also future proofs the piece as
technological advances will mean that more higher can and will be able to be
delivered and watched across a more varied platform base.
Lighting makes a huge difference to
the quality of a finished professional video, so we make it a top priority
during filming. Not using light that is properly placed and bright enough, means
the video will look amateur, even if everything else about it is great. Working
with natural light can present its own problems as the sun tracks across the
sky so the look of a shoot will change. This we address by using
reflectors, in fill lights, HMI’s etc. to create the look and achieve well
balanced outdoor shots that otherwise can look flat and lifeless.
5) Post – production Stage
Once we have shot the video, we move
on to the postproduction stage. As with filming, this step requires a good mix
of both creativity and technical knowledge. An important aspect of the
postproduction stage is the software that we use. At KTV our favored editing platform
is the Avid Media Composer. Avid is a sophisticated program that is considered the
industry standard in video editing.
The tone, structure and pacing of a
video has significant influence on its effectiveness and the emotional impact
on the audience. While editing, we always keep in mind that we are trying to
tell a story that is compelling. We always go beyond the basics and make our
videos as aesthetically pleasing and dramatically compelling as possible, so
that we can evoke the right emotions and effectively deliver the message behind
the video. The arrangements of the shots, the pacing of the cuts will all
effect the emotive response and so help tell the story.
As the edit process progresses,
rough cuts are delivered and then refined in consultation with the client
before we finally deliver the master cut complete with eye catching graphics
and a soundtrack as defined in the storyboard.
There is of course much more to
video production than these points we have discussed, but as a starting point
we find these to be some of the most important aspects of the production of a
successful video that won’t be forgotten. If you’d like to know more about how
KTV can help make your brand stand out from the crowd with video, give us a
call on 01423 873009.