Success of A Video

In video production, several crucial elements contribute to creating high-quality and engaging videos. These elements work together to ensure that your video effectively conveys its message, captures the audience's attention, and meets your objectives.

The success of your video depends largely on the the team that creates it. From pre-production scripting, concept, storyboard, to actual filming to post-production. Honestly, it's a huge process. Thus, most companies hires video production company to professionally produce their videos for a better result. A full service video production provides end-to-end solutions that you can bank on, allowing you to focus on the bigger picture - the marketing goal. Here are some tips on how to choose the right video production company before you engage one.

In this guide, we dive-deep the important steps in video production, be it using an in-house team/staff (DIY) or hiring a video production agency. As a bonus, we also include few basic video marketing strategies, which will help you rank (SEO) your videos.

[GUIDE] VIDEO PRODUCTION STRATEGY

Let's look at the important elements to a successful video production and video campaign:

1. Clear Objectives: Define the purpose and goals of your video. Whether it's to educate, entertain, promote a product, or tell a story, having clear objectives will guide your entire production process. Try to stick to one main objective and not cloud with too many goals when producing corporate videos. Here are some common goals and purposes;

• Brand awareness – Create videos that introduce or reinforce your brand's identity, values, and messaging to a broader audience. The video needs to convey the feeling or experiences the company wants its brand associated with, be it security, success, trustworthiness, or any other positive emotion - Linking their brand with a positive feeling in the audience’s mind which strengthens brand awareness.
• Increasing Authority – To position yourselves as authorities in their field, companies should focus on videos showcasing high-profile clients as a Testimonial or Case Study videos which is social proof. Feature customer testimonials and success stories in videos to build trust and credibility. The information covered should inform the audience and teach them new things or even help solve a common problem. Bring in the big brands that uses your product or services.
• Lead generation – To attract new leads, the video content has to be tune with strong focus on collecting viewer information or directing them to a landing page to generate leads and potential customers. To obtain contact information for new prospective customers, rewards for registering can be offered in the form of discounts, gifts, or other incentives.
• Educating Prospects/Employees – Create valuable education and insights to prospective clients or employees about your products, services, or industry-related topics to position your brand as an authority. Viewers can gain knowledge and expertise in a specific skillset, or area of interest through training, e-Learning, informative sessions, and expert speakers. Safety videos are also common in educating visitors on how they should adhere to safety aspects of a venue, site or plant.
• Product Demonstrations: Develop videos that demonstrate how to use your products effectively, or an explainer video to help customers make informed purchasing decisions.
• Event Promotion: Prior to events promotional videos or show reels are created to attract visitors/audience to register or attend for the events, conferences. Such highlight videos too can create the anticipated engagement in building the vibes.
• Improving customer/organization relationships – This event focuses on enhancing the vital relationship between customers and organizations. Attendees will explore strategies for effective communication, personalization, and transparency. Through workshops and expert insights, we'll delve into the power of feedback, quality service, and trust-building. This event aims to equip participants with actionable tools and ideas to create lasting connections, drive loyalty, and foster mutual growth in today's dynamic business landscape.
• Internal Communication: It is now more common post-pandemic for Marketers, HR and Learning team getting the key executive leaders make internal videos for the organization. Be it for training, employee onboarding, and company updates to improve communication within the organization.
• Customer Support: One of the trending ways to effectively communicate with clients for after sales service is to automate using videos. Use videos to provide customer support, answering frequently asked questions or offering tutorials and troubleshooting guides.
• Sales Conversion: Having access to rich data analytics, marketers have thought of ways to guide their user journey (funnel), from awareness, to purchase, to after sales. Though it may sound costly to produce several videos for each stage, in contrary it may not. To be cost-effective in producing several videos, marketers have to be precise in developing the script and have it all produced consecutively. With that, each and every steps of your customers journey can now be guided with automation using videos. Do reach out to video agency like us who can help you strategize these funnel videos.

Whichever objective and style videos you choose, include storytelling elements to tell compelling stories that resonate with your audience and evoke emotions.

2. Script and Storyboard: Develop a well-structured script and storyboard. This outlines the flow of your video, including scenes, shots, dialogue, and visual cues. Planning ahead helps ensure a coherent and compelling narrative.

3. Pre-Production Planning: Proper pre-production involves organizing logistics, such as location scouting, casting, scheduling, and gathering necessary equipment. Adequate planning reduces potential hiccups during the production phase. It's common to use own employee to be the cast of your videos, but many video experts would recommend professional talents as the main cast, as it helps to bring more polished and quality output. They are more familiar being infront of camera, know how to represent your company/industry, making lesser takes and productive outcomes.

4. Quality Equipment: Invest in good-quality cameras, lenses, lighting equipment, and audio gear. High-quality equipment contributes significantly to the overall production value of your video. When you work with a professional video production in Singapore, like us - we take care of this!

5. Professional Crew: Depending on the scale of your production and what is needed, having a skilled and experienced crew is essential. This includes a director, cinematographer, camera operators, sound technician, gaffer, editor and colourist. Like we've first mentioned, the success of your video quality largely depends on these experienced crew.

6. Art Direction and Set Design: Design sets, props, and visual elements that align with your video's concept and messaging. Strong art direction enhances the visual appeal and storytelling of your video. Not common to have an art director or crew in a corporate video production, but if quality is what you're after, we would recommend to hire them.

7. Lighting: You do not want your executives or cast to blend drown in the environment, neither you want everything to visually look flat with no focus. Proper lighting sets the mood, highlights important elements, and ensures that your video looks professional. Use a combination of natural and artificial light sources to achieve the desired effects. Only skilled and experience crews or in another word, professionals knew how to get this done for you.

8. Sound Quality: Clear and crisp audio is crucial. As important how a visual appeals on screen, you shall not compromise on the audio quality. It works hand-in-hand both visually and auditary. It's not simply capturing audio or dialogues only, but professsionals has a formula or ratios they work on to distinct dialogue and environment. Use quality microphones and audio recording equipment to capture dialogue, narration, music, and ambient sounds effectively.

9. Direction and Guidance: A skilled director guides the cast and crew to achieve the desired performances, shots, and overall visual style of the video. In a small team or leaner video production crew, this often steered by the Director of Photography (DOP) or Cinematographer.

10. On-Set Atmosphere: Creating a positive and collaborative atmosphere on set helps the talent perform better and fosters creativity among the crew. Living up the artistic vibes. We want to produce high quality content, but that doesn't mean we can't have fun shooting.

11. Cinematography and Composition: Pay attention to shot composition, framing, camera angles, and movement. Visual storytelling techniques enhance the emotional impact of your video. These days everyone can just pick up a camera and shoot - this is good. But to properly compose a shot with right lightings, only skilled and experience camera operator or DOP can do it well.

12. B-Roll and Cutaways: Capture supplementary footage, also known as B-roll, to add variety and depth to your video. Cutaway shots can be used to emphasize certain points or actions especially footage to compliment the interviews or narrations of the video.

13. Editing: Skilled video editing is crucial for assembling footage, adding visual effects, transitions, music, and graphics. A well-edited video maintains pacing and keeps the audience engaged. Post-production services provided by theVideocompany is structured to level up your brand positioning and always in the mind of achieving your marketing goals.

14. Color Grading: Enhance the visual tone and mood of your video through color correction and grading. Consistent color treatment contributes to the overall visual identity. Most professionals now uses log-shooting format if color grading will be implemented. With rich dynamic range, your video can look just like a blockbuster movie.

15. Music and Audio Design: Select appropriate music, sound effects, and audio cues that complement the narrative and create an immersive experience. One cost-effective way is by using the stock libraries.

16. Graphics and Visual Effects: Incorporate graphics, text overlays, animations, and visual effects to reinforce key messages and add visual interest. Video animation company in Singapore like us always suggest what's best for your video.

17. Post-Production Quality Control: Review the final edit for any technical issues, inconsistencies, or errors before publishing. Review and feedbacks are normally skewed towards individual preferences for large companies, but stakeholders should remain to the key objective and purpose of the video, and like we said previously - don't cloud with too many objective. Typically, theVideocompany normally provide 2 to 3 rounds of revisions to align client's feedback with the marketing objective.

18. Distribution Strategy: We've fought the battle but we've not won the war. So, spent similar efforts to distribute your videos. Based on our experience, there are too many corporate videos left on the shelf, waiting for it to work it's magic. Sadly, it wont.

Determine where and how your video will be distributed and promoted during pre-production – whether it's on social media, your website, in exhibition or other platforms. Tailor the video format to suit the chosen platform. With various social media and video platforms theVideocompany can help companies creates multiple format to suit vertical video format for social media and landscape for traditional medias.

19. Audience Engagement: Engage with your audience through comments, likes, and shares. Encourage discussions related to the video's content to foster a sense of community. We list few audience engagement factors below:

• SEO and Website Traffic: Optimize video content to improve search engine rankings and drive traffic to your website.
• Social Media Engagement: Create videos tailored for social media platforms to boost engagement and reach a broader audience.
• Measurable Metrics: Set specific, measurable goals such as increasing views, click-through rates, conversion rates, or social shares for each video project.
• Long-Term Impact: Consider the long-term value of your video content, which can continue to attract and engage audiences over time with repurposing ability.

Now that you have understand the importance of video production and the strategy, let's dive into making your videos visible. Below is a bonus video marketing basics that helps to rank your video.

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VIDEO MARKETING

Video marketing fundamentals that help rank your video

Why let your newly produced video waiting to work itself? Organic reach is limited by your existing social media and website traffic, so you want to expand your outreach. Have some basic video marketing optimization to garner massive online exposure, which you can backlink to your website.

3-BASIC VIDEO MARKETING TECHNIQUES

(1) Online Video Distribution & Video SEO

• Keyword Research based on your targeted keywords
• Keyword Competitor Analysis to select keyword(s) with the highest possibility of being ranked on the 1st page of Google, with your niche
• Keyword Search Volume Analysis to ensure enough people are actually typing in the keyword in their search queries – Go to where the market is!
• SEO Copywriting such as video title & description including few targeted keywords in your content, so that the video can be found when search
• Create your Profile on each video directories and platforms such as YouTube, Vimeo, Dailymotion etc.
• Submission and uploading of each video to online video directories, including your copy title, description and website link you want your traffic
• Backlink of your website in the video description (applicable to some video directories), giving your keyword rankings a boost in the search engines
• Tag selected keywords to your video, and your video is optimized with the correct keyword density to ensure it ranks well in the search engines

*Do note that keyword stuffing does not work, instead, create multiple version and format for each video. You can then upload, tag different keywords for different objective and different URL.

(2) Social Signals

Getting your videos more social presence and votes to increase their popularity online, driving traffic from social shares to your videos will get them indexed faster, and also more backlinks to your website. Popular social media like Facebook, Instagram, TikTok, LinkedIn, Twitter, Pinterest etc.

So create the vertical format and portrait format and/or versions for each video and post them on social media to garner traffic you want.

• Create at least 2 version of each video
• Create 16:9, 9:16 or 1:1 format for different social media
• Post your video together with your copy and website link targeted URL
• Engage in video comments and shares

(3) Social Bookmarks

Driving traffic and backlinks to your videos and getting them ranked quickly to dominate the search engine ranking results.

• Creation of social bookmark account in top 30 social bookmarking sites such as Delicious, Digg, Reddit etc.
• Submission of 10 video URLs to top 30 social bookmarking sites. This provides more backlinks & traffic to the videos, helping them to dominate the search engine results page.

It's A Wrap! Now, Conclusion.

Now that you know the importance of video production process, the strategy and the basic fundamentals of video marketing techniques. It's time - let's level up! Let us know your next video production idea, and we are all ready to help you craft and produce your corporate and marketing videos. Finding the right video production agency takes a bit of research and careful consideration. But by following these tips, you'll be able to find a video content partner that aligns with your goals, delivers high-quality videos, and helps you achieve your marketing objectives.

Author: Arigatographer
Digital Strategist and Video Producer

At theVideocompany, we are on a mission helping brands, companies make strategic videos that engages their target audience. Our services includes:

• Video production
• Live-streaming services
• Event management and AV production
• Filming crew

Let us know how theVideocompany can help you with. We are ready to go!