In this post we break down the key stages and components of the corporate video production process to help make it more approachable. Corporate videos will generally be the responsibility of a leader within marketing or corporate communications, but their use is growing across enterprise organizations.
The very first step is determining who inside of your organization is a stakeholder in your video project before anything else, as video projects often have gray jurisdictions that are best clarified early. Setting the key strategic goals next is a good idea for any kind of project: who is your target audience, what are your objectives, how will you measure success? What resources and budget will you have at your disposal?
Clarifying the answers for these questions will help you select the best type of video to match your goals and resources. See our previous post on business video types to see the key differences between video content tactics as well as see some highlighted examples.
A final step in your plan is having a detailed picture of equipment needs for a high quality enterprise-class video. The key categories of equipment you need to plan for are video, sound, and lighting.
With a goal and video type in mind, the next action will be to generate the script for the video. Once you have a clear picture for what is going to be communicated, the storyboarding step will help visualize how the script will best be presented.
You will then need to figure out the in-house or hired talent that you will leverage to produce the video including directing, acting, shooting, and editing. Your process will be different for an in-house production team versus hiring a video production company.
You will also need to determine which locations are at your disposal which will best match what you envisioned in the storyboarding. It will be wise to scout them out in advance and ensure they will be suitable for your video capture needs. When you determine who your actors or interviewees will be, it’s wise to do a read-through of the script and iron out any issues.
The intial step in the production phase will be staging the location and determining where to set up all the equipment. Choosing the ideal angles, availability of light and power, as well as equipment space requirements will all need to be balanced. You need to avoid clutter, dark spots, glare, or distractions from the main focus.
Once staged, it is time to start conducting the interviews or recording actors as appropriate for you plan. A key type of footage you will need to shoot or acquire will be the “B-roll,” or the supplemental or alternative footage that will help tell your story and keep viewers visually stimulated.
The final stage will be taking all the footage and refining it into a polished product. This will initially involve selecting the best footage and editing it together. Adding a music soundtrack will be important, with type and role dependent on your chosen video style. Visual effects such as motion graphics or animations will be another way to enhance the quality.
The less artistic jobs to be done include transcribing subtitles, which are needed to comply with accessibility standards, and are critical for conducting video marketing online. Once you have a finished product, it will then need to go through approval workflows so all major stakeholders can sign off.
The last step in the process will be determining where the video will best be hosted and its ideal means of delivery. Again the video type you have selected will be critical in answering these questions. If you are lucky enough to be a Vbrick customer, you already have a video platform that is flexible enough to fulfill any of these needs for your video.