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Marketers are jumping into using video now more than ever before. It’s hard to deny the dominance of the medium when you read stats like 82% of all consumer internet traffic will come from online videos by 2022. So what does it take to create an effective corporate video? Discover what you’ll need to prepare before the camera even starts rolling:
1. Determine the Purpose and Audience
Your video should have a clear business objective. For example, a Public Service Announcement’s (PSA) purpose is to drive awareness around a certain cause or message for public interest. The target audience is broad because it’s for the general population. Remember the “Got Milk?” commercials in the 90s? Those milk mustaches became iconic and revived slumping milk sales. You can’t measure your success if you don’t have a primary goal and target audience in mind. Once you have those two things in place they will be your guiding light through the entire creative process.
2. Set a Budget
You should have a ballpark number of what you would like to spend. When you start the search for a video production company they will want to know your budget so they can tailor a plan that fits into it. Multiple locations, voiceovers, and talent will all drive up your budget. The advantage of using a professional is that they will maximize the bang for your buck because of their wealth of resources.
3. Create a Script
The script is where you can define your brand and message through people and dialogue. If it’s a commercial or training video then you’ll have every word exactly mapped out. If you’re doing a corporate mission video, you don’t need to have leadership and employees follow a strict script for their interviews. Plan main talking points, but encourage the interview to feel natural. A script, even if loose, will make everyone feel more confident.
4. Prepare a Storyboard
A storyboard maps out your shots and how it fits into the greater story. This is a crucial step and it’s a time saver on shoot day. It forces you to think about all the visuals you need to capture.
5. Develop a Production Schedule
There are many moving parts when filming a commercial video. It’s important to have a call sheet that lays out the events for the day, key players, and locations. Simply put: people need to know where they need to be and when. Sending out a document like this before film day will make everyone involved feel assured that they know what is going on.
6. Determine the Video Length and Alternate Versions
Plan for different ways to repurpose the content you film. Content shouldn’t be a wedding dress, you don’t wear it once and then no one ever sees it again. Fully maximize your production day by strategizing how you can splice up the film to tell another story. For example, take clips from the day to create a teaser. Similarly, people consume videos on many different platforms. Instagram reels require a vertical 9:16 aspect ratio. A video editor will be able to do this in post, but you should decide the different specs you need beforehand to ensure the video displays properly on different channels.
7. Have a Backup Plan
As the saying goes “the best laid plans of mice and men often go awry.” You can plan all day, but there are things out of your control. Stay ahead by thinking of backup solutions. For example, if you have an outdoor shoot, set an alternate rain date ahead of time to minimize the scramble.
The time you put in on the front end organizing and preparing has a direct effect on your final product. Rock Shore Media has created hundreds of custom video solutions to connect our clients with their audiences from start to finish. To start a discussion with our team of strategic, creative professionals, contact us today.
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