So we know the importance of video, but what about what actually goes into actually making a successful video? There’s more to it than you might think, and there are lots of different factors to be considered that will intertwine and make your video the best it can be.
Having made hundreds of videos and made many, many clients very happy, we’ve summed up the 5 main elements that all work together to create engaging, thought-provoking and ultimately successful videos.
A well-thought-out script
Don’t be fooled into thinking that scripts are only necessary for fiction and drama films – a script is the backbone of your video and will help you determine what is going to happen and how it will stay engaging the whole way through. Having a script will also give you an estimate of how long your video will be. One page of script is usually equivalent to one minute of footage.
It is during this stage that you can think about the tone and style of your video, and what exactly the main focus of it is. Is it to promote your product? Showcase your new facilities to potential clients? Highlighting the services your company provides? These are important considerations if you want to make a successful video.
Whatever it is, you need to know what you want from the beginning, so that you can develop your ideas throughout the different pre- and post-production stages. (The pre-production is all the planning, call sheets and organisation for the actual filming. The post-production is the editing and sound design that brings all your footage together.)
The storyboard is where you start to visualise your shots and see how your video will progress. It’s basically hand-drawn images of what you want in shot, the camera angle and any dialogue that relates to that scene.
This means you can start linking the script to the storyboard. If your script talks about your ‘Customer Satisfaction Rating’ then your storyboard might show an image of a satisfied customer in one of your stores at the same time you will hear that piece of voiceover.
Good storyboarding is crucial to making a successful video and without it you will find that when you come to film it is a lot more stressful than it actually needs to be! It’s unlikely that you will follow your storyboards down to the T when you’re actually on set.
However, it’s always good to have some rough guidance that can save you a lot of time on the day. You don’t want to have to go back to film something three days later because you didn’t include it on your storyboard.
Basically this is the actual footage being filmed – the camera operator is known as the cinematographer.
Your footage might have a certain style depending on what your video is about, and this needs to be established beforehand so you know exactly what types of shots you want. This links to the storyboard as you will have planned whether you want low angle shots, tracking shots or just a simple two-shot, depending on the content.
It’s important not to forget about how important the camera footage is and that the cinematographers know what type of framing you want … don’t leave it until 5 minutes before filming starts to brief them on how you want everything to look!
Graphics that add meaning (and branding)
If you know you want graphics in your video, the style of them and the way they look needs to be thought about during the planning stages. They will have to fit with the rest of your video’s visual style … they shouldn’t just be an afterthought.
You might want graphics throughout your video, or just at certain points to explain something more clearly or make something more interesting. The use of graphics can make a real difference to your video, usually in a positive way.
However, bad planning could mean that you don’t end up with the style you were after, which could slow down the post-production process dramatically. If you’re planning on making a successful video, don’t let this happen to you!
Proper sound recording
Sound is the backbone of your video and brings all the footage together: it sets the tone and keeps it engaging.
The sound design is a lot more important than some people realise, and the quality of the sound can be the difference between making a successful video… And one that undermines your business, brand and message.
If you are using voiceover, music or sound effects, these all come under the sound design element and will usually be delivered when the picture is locked or very nearly finished.
Throughout the video production process there are lots of different elements that all work together in creating the final product. We think these are the 5 most important, but every video is different – just be sure to keep these in mind.
If you want to make a successful video for your business, or you want to learn more about video, speak to the Stada Media team.