Too often video production is done on a whim. You know you’ve heard everyone talk about how important it is to have video on your website or adding it to your marketing mix so you decide to do a video.
The problem then is that it is done on the run, with inadequate thought and equipment. “Quality” is the key word here, not necessarily expense. Surely we all know that quality and cost have an strange relationship. Cost does not guarantee quality and quality does not always cost the earth.
So here are five key signposts on the road to a good production.
What is it you are trying to say and who are you trying to reach? Don’t settle for having it all in your head. Write down your ideas. Refine them. Hone them. Know what it is you are looking to achieve and how you think you can achieve it. Doesn’t mean it is set in stone or that it cannot evolve but a brief, a structure from which to work is vital.
How are we going to communicate our message? Is going to be serious, funny, instructional? Do not be tempted into thinking we’ll just use what we already have written. A video is not a moving brochure it is a different medium and the script should reflect this.
Make the most of experienced and talented people. Having all the gear is not an indicator of talent, having Word on your computer does not make you a best selling author. Look for a good portfolio of work. Trust a producer who can get you the right voiceover and on camera talent. What’s his name from accounts probably isn’t the right choice. (If you are what’s his name from accounts and you are truly talented then leave accounts)
More videos are ruined by bad sound than anything else. Get someone who knows how to get good sound and how to enhance it in post production.
5. Remember, it’s a visual medium
Cameras are great. They do enable you to just point and shoot but please don’t choose someone who just points and shoots. Choose an artisan who wants to create great production for you.