Planning a video
THINGS TO THINK ABOUT WHEN PLANNING A VIDEO FOR YOUR BUSINESS
You think video – colour, movement, and sound – might be the most effective way to tell your story, right? So what do you need to take into account? Here are some things to think about:
HOW SOON DO YOU NEED IT?
What’s your timeline? Do you need it for a grant application next Tuesday, or is it for an expo next month? That – very obviously – is a major consideration!
It’s important to know your timeline, so that the production company can plan their timeline around it. They’ll need to set days aside for editing, as well as the shoot days. You will also have to consider the approval process within your company: Will you be able to sign off on it, or does it have to go up the chain of command, with 11 stops along the way?
Yes, we know: no-one wants to talk dollars from the outset, but your budget will go a long way to deciding what you can and can’t achieve, what’s very possible and what’s not.
Do you want helicopter shots over the city, at night, with fireworks exploding below, or a guy in a lab coat giving a lecture? Very different scenarios, very different costs!
Letting the production company know your budget upfront can help them tailor their plans to your expectations and give you the best return on your ‘video buck’ investment.
WHO WILL APPROVE THE FINAL VIDEO PRODUCT?
We already mentioned that it’s important to work out – from the beginning – who will approve the video once it’s complete. At The Jasper Picture Company we generally offer two rounds of edit changes as part of the quote. If you have six people who need to sign off the finished product, that might mean everyone contributing changes through the main point of contact so that there aren’t six (often differing) views on how it should look.
WHO IS YOUR TARGET AUDIENCE … AND HOW WILL THEY WATCH THE VIDEO?
Who’s the video for – what is it’s real purpose? Is it to ‘drum up’ new customers, or is it a training video meant only for your sales team? Knowing your market from the outset will help you focus in on the structure of your video; it also helps the production company provide a much more accurate quote.
Next: will they be watching on Vimeo or YouTube, or will it be available on the company’s intranet via an email link? Or maybe you need it in a form that you can take with you to sales pitches and show on your iPad?
HOW ARE THEY GOING TO KNOW IT EXISTS?
Advertising your advertising!
Spending $10,000 on a video, then having 12 views after three months on YouTube may not represent a great return on your investment!
How will you let people know that the video exists? There’s no simpler measure of success than to be able to point to a number on Facebook and be able to say that, “13,000 people have watched our video in 4 hours”. You need to have a plan to get the video to market, whether that is a social media plan or merely emailing it to everyone in your database. At The Jasper Picture Company we offer the expertise of a social media marketing expert who can propose a plan for you that can be implemented through all your social media channels.
WHAT DO I WANT TO HAPPEN AFTER THEY’VE WATCHED OUR VIDEO?
After someone watches your video, what do you want them to do: buy your product? Visit your website? Enter a competition? Knowing your call to action from the beginning will help all parties define and focus the narrative and the story within the video.
HOW LONG SHOULD THE VIDEO BE?
In our opinion, in this Facebook/Snapchat/Twitter world, the shorter the better. “Less is more” works for video as well. Some social media channels have a limit on how long a video can be – just one minute on Instagram, for example. A video for training purposes would most likely be longer than a video selling a new product.
WHO IS GOING TO WRITE THE SCRIPT?
Are you supplying a script, or do you expect the production company to supply that? If it’s the production company, you’ll clearly need to allow for a little more pre- production time. Also, who signs off on the script? This is where the approval process will come into play again. All of this takes time.
HAVE YOU SEEN A VIDEO SIMILAR TO WHAT YOU’RE WANTING?
Were you watching cat videos on YouTube one day and stumbled across a video that would be perfect for your business? It is often a good idea to provide reference videos to your production company so that they have some idea of your thinking and expectations. It might let them know that they need to contract an armourer and an explosives expert as part of their crew … or a lion tamer. These kind of things will affect the budget. Obviously!
Thanks for reading this blog. If you would like to discuss any of this, please don’t hesitate to contact me on 0467092907 or at firstname.lastname@example.org.If you want more information on the production process please see my blog here.
We have provided a few quotes this month for those planning for the next financial year, so let me know if I can help in that way as well.[/fusion_builder_column][/fusion_builder_row][/fusion_builder_container]