Producing Video

Recently I read an article about a video for your company or blog and shooting on a limited budget. It made me think a little about the challenge of producing a video for business.

Video can be powerful for sharing more about your industry, product or service. It provides a level of credibility to your brand and or product. They are also very consumable, we now live in an age that when you want to learn something people seek out resources, consume and digest.

Confession – I stream video in my car on my way to work (no not to watch, but to listen). With an hour long drive, I can learn a lot, and I love to hear different professionals provide their interpretation. What sets a video apart from being “consumable” to “you’ve got to watch this” is not only the content but the production.

What’s great about a video is if you can produce it and do it well, you have it as a portfolio item moving forward, and it can live online.

You might be wondering, How much does a professionally produced video cost, what is the market standard?
Anywhere from $500 – $2,500 is a good estimate, depending on what is needed and how many different individuals you have as part of the process.

Is it worth it? In a word, yes.  You will read “ad nauseum” how video converts much higher numbers and that people are really willing to sit and listen to what you have to say (of course the message has to be worth their time and energy).

There is no doubt you can invest money and do the work yourself, but there are a few reasons you should consider hiring a professional.
1) They scout locations, come with equipment, monitor video and audio quality (during the process), and produce a final product, this is polished.
2) It’s professional looking and well developed
3) The investment in their production saves you time and the need to have post editing expertise

However, most smaller businesses can produce something on their own; I thought I would take a moment and break down the basics.

  1. Camera
  2. Lights
  3. Audio
  4. Content
  5. Action

I’m going to suggest (for a moment) to reflect on videos you’ve seen. The first major distraction is horrible audio. The second major distraction is bad lighting (I’ve been a victim as well). Lastly, if the content is garbage I have to stop and move on. All assessed within 15 – 20 seconds.

If you are considering producing a video to use for your business here is what I suggest with a small investment.

  1. CameraLOW END: iPhone
    HIGH END: DSLR Camera
    Ensure your equipment is stable and on a tripod.
  2. LightsLOW END: For an inside shoot, even using a desk task light will improve your video significantly. Shooting video outdoors? Mother Nature does an excellent job with natural lighting
    HIGH END: Go to Amazon and order a lighting kit for $50 – 75.
  3. AudioNow this depends on what your filming with; if you are working with an iPhone, you might need to consider a mic that records the audio separately and then sync to your video post production. If your fortunate enough to have an input (for example on a DSLR) a wireless lavalier microphone is fantastic.
    LOW END: An iPhone, or digital recording device
    HIGH END: Wireless lavalier microphone
  4. ContentWhats your purpose or objective, start there, and how are you going to communicate it. A script is super helpful to hone your message. Depending on the video (if there are more moving parts involved) you may need to storyboard out the concept and different shots that you need. Bottom line, have a plan to ensure it moves smoothly.
    OBJECTIVE: Concise, consumable, and informative
  5. ActionTo me, this means people. It could be talent that you need to be in the video, or it’s people that you need behind the scenes.
    Don’t get me wrong; you can do a one-man/woman show, but a few extra people who know the plan can help you execute your message quickly, they will provide valuable feedback, and ensure everything runs smoothly.
  6. Post production and editingThere are lots of options here; I prefer Adobe’s Premier Pro, but use what you’re comfortable with and keep it simple.



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