What is film production?
When it comes to formats in communication, branding, and marketing, video production is the future and really also the present. There are many reasons for this. Video content can bring your business closer to the target audience and give a very special dynamic to your brand and the brand's storytelling.
It goes with itself that the word "video production" covers the production of video. But producing video involves far more than just filming for a few minutes and then uploading the clip to your website. The production of video is about telling stories – even when the video is produced for a commercial purpose.
Optimize your brand with video production
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Why video production is the future of successful communication and branding
Danes' consumption on the Internet is steadily increasing (surprise), and like so many other countries, our consumption increased even more as a result of the corona crisis. This generated a record turnover of DKK 154 billion in 2020.
At the same time, Danish online shops' turnover grew by as much as 15%. There's never been a better time to build a strong profile online than now – and video production can help you with that. Below you can see some of the many benefits of including video production in your strategy:
- Video increase sales
Many people are more visually oriented and prefer images and video to text. Therefore, if you have a video on your page, you can convert more of your visitors because you won't only get conversions from the visitors who solely reads the text on your page.
- Video can increase SEO
A company performs better online when it ranks on Google page 1 in search results. Video can help strengthen your website's SEO. It keeps your visitors to your page for longer, and it shows Google that your website creates value for visitors. At the same time, video appears directly in search results, allowing you to get more exposure and more clicks.
- Video is usable on multiple channels
The vast majority of video productions can be used on multiple channels. And once you have the raw footage, there's almost no limit to how much the video can be edited. The same recordings can therefore be used for promotion on your website, for public relations, as adhesion in newsletters, as content for social media, and much more.
What does video production mean?
Although video and text dissemination are both based on creative elements such as storytelling and idea development, video production requires different abilities, tools, and considerations than the written word. Below you can see some of the most important steps in the production process.
Subject and purpose
The first thing that needs to be done before the video production can begin is to define a topic. Here you can formulate a sentence that encapsulates the purpose of even jumping into a video production – one sentence that summarizes what the video should be able to do.
The phrase may be: "I want to tell you about our latest product and how it can solve x number of challenges for my customers." It can also read: "I want to tell the story behind my business and our values so that our customers get to know us better."
Before you get too far in the process, you need to decide which channel the video should be made for. Many video types can be used across channels. But there can also be big differences between things like video format and length depending on where the video should live.
For example, if the idea behind the video is that it should be on the company's website, the video should be on the longer side. However, it is still important that it maintains the viewer's attention throughout.
If, on the other hand, the video is intended for your social media, then the length of the video must be adapted to the platform on which it will live. On the other hand, a SoMe video should be more "relaxed", authentic and run at a higher pace. Even if the video is not made directly to social media, you will typically always make cutdowns of the main film, which is suitable for being shared on your social channels.
Moreover, if the video is meant to be live on Facebook in particular, it is important that it also has subtitles, since almost 70% of users on the web watch video without audio.
Format and type
When choosing which distribution channel the video is intended for, you must also select the format and type of the video. If your video is exclusively intended for social media, it can be an advantage to use a vertical format that fits a phone screen.
The format also plays a role in the video type — but the type of video you choose depends most, of course, on what purpose the video has and what story you'd like to tell. Here are some examples of popular video types in marketing:
- Product video
A product video allows you to show off a product or solution. In this way, you can show your company's target audience how to use the product, what benefits it has, and what problems and challenges the product can solve. Product videos are particularly suitable for explaining new and innovative products and solutions that visitors are not yet aware of. They are also incredibly helpful when it comes to explaining complex products and solutions that are difficult to convey easily in writing.
- Brand film
A brand film is a video that presents the company's DNA – your history, values, culture and vision, etc. In other words, a brand film gives your target audience a picture of the core of your brand and your company. The brand film will typically have particularly high production value, be to the slightly longer side, and should be able to exist for several years.
- Employer branding film
An employer branding film shows your business as a workplace. It tells you what abilities and values you value and thus helps potential employees see if they fit a position with you. The Employer branding video saves you time in the recruitment process as it ensures that you receive fewer but more relevant applications. It also creates credibility as it offers the opportunity to show an authentic picture of who you are as a workplace. At the same time, an employer branding film also helps strengthen your existing employees' relationship with the company. Therefore, it is important that it is something that your employees can see themselves in.
The next step in the process is the writing of manuscripts. The script must contain everything that should happen in each scene of the video – including lines. Nothing less. Always keep the film's overall purpose in mind when writing the script.
That way, you avoid including scenes that don't support what needs to be told in the video.
Once the script is written, it's time to make a storyboard. A storyboard is a visual plan for your video production that shows what the video should look like.
The storyboard can be made from drawings or images of each "setting" – the camera angles to be used in each scene of the video production. A storyboard also typically includes considerations about visual elements such as perspective and cropping.
When recording the video, it is essential to keep track of the previous steps. You must also have selected the right location, and you must have control of all the equipment for the recording – including:
The equipment is incredibly important for the final product to be as you imagine. This makes sure that the raw recording is as good as it can get – and it makes the editing work much easier.
Last but not least, the video must be edited. The editing process includes:
- Editing Audio
- Color grade