Introduction
David Oneal here from SPRK Digital Marketing, and today we’re diving deep into the world of video production. Video is an incredibly powerful tool for businesses of all sizes, but it’s not as simple as just hitting the “record” button on your camera. There are many factors to consider before you start filming, and that’s what we’re going to explore today.
1. What is the Purpose of the Video?
When we at SPRK Digital Marketing consult with companies, we often hear, “We want to create a video for our website.” While having a video on your website is crucial—since videos can convey a lot of information quickly—it’s not just about ticking a box. David Oneal always emphasizes that a haphazard approach to video production can result in a confusing message and make it challenging to measure success.
So, what should you do? Create a well-thought-out vision for your video. Write it down and make sure it answers the question, “What exactly are we trying to achieve by producing this video?” David Oneal suggests moving from vague goals like “We want a video for social media” to more specific ones like “We want a video that communicates our organization’s values and lends credibility to the work we do.” Knowing the “why” behind your video will help you create a more effective, versatile piece of content.
Enjoying This Blog?
If you’re finding this content valuable, why not take it with you? Fill out this quick form, and you can download a PDF version to read at your convenience.
2. Who is Your Target Audience?
David Oneal and the team at SPRK Digital Marketing can’t stress enough how important it is to know your audience. Many organizations focus too much on themselves and their offerings, forgetting that their message needs to resonate with the people they’re trying to reach. Otherwise, you’re just talking about yourself, and nobody wants that.
So, how do you avoid this pitfall? Start by identifying who you want to be watching your video. This will guide every other aspect of your video project, from messaging to graphics, visuals, editing, and even music selection. For instance, if you’re targeting moms-to-be, your messaging might focus on “taking care of what matters,” with gentle editing and light, joyful music. On the other hand, if you’re targeting mechanical engineers, you might opt for hi-res product videos, quick cuts, and energetic rock or electronic music.
3. What Are Your 3 Key Messages?
David Oneal often points out that many companies try to say too much in a single video, which dilutes the message. To avoid this, SPRK Digital Marketing recommends focusing on three key messages you want to convey. Make them clear, concise, and impactful. Write them down and use them as a filter for every interview question you create.
For example, let’s say these are your three key messages:
- There’s a specific problem with the way things are done.
- Our product/service solves that problem better than any other on the market.
- Our representatives make it easy to implement our solution.
Every interview question should be designed to elicit one of these three key messages. David Oneal advises asking questions like:
- “Why is your product necessary?” Because it addresses a specific problem.
- “Why should people choose you?” Because we offer the best solution.
- “How do people start using your service?” Our team makes it easy.
4. What’s Your Ideal Timeline?
Time is of the essence in video production. While it would be fantastic if a 30-second video could be produced in 30 seconds, that’s not how it works. David Oneal suggests communicating your ideal timeline with your video team during the planning phase. This will help you avoid missing deadlines as you move forward with the project.
Every video team, including SPRK Digital Marketing, has a standard timeline for video turnaround. However, if you need your video sooner, there are ways to expedite the process. By simplifying the project’s scope, you can achieve a faster turnaround time. Conversely, if you have a complex vision, be prepared for it to take a bit longer to bring it to life.
5. What’s Your Project Budget?
Budget is another critical factor in video production. The cost of your video will depend on various factors, including the project’s complexity and the resources required. David Oneal advises being upfront about your budget with your video team. This will help them tailor the project to meet your financial constraints while still achieving your objectives.
Producing a video can be expensive, but not all videos are created equal. The key cost drivers in video production are time, people, and equipment. If you want a video with underwater footage, mountaintop vistas, and multiple locations, be prepared to spend more. On the other hand, if a few short, high-level videos on your landing pages will suffice, you can keep costs down.
Conclusion
Every video project is unique, but the questions we’ve discussed should provide a solid framework for what you want your video to look like and what you want it to achieve. By taking these steps before hiring a video production company like SPRK Digital Marketing, you’re sure to save time, decrease confusion, and create a video you and your team can be proud of.
If you have more questions or are unsure how to get started, contact us here David Oneal and the team at SPRK Digital Marketing are always here to help. We can assist you in thinking through these strategies, coming up with key takeaways, and setting plans to produce your video.