How to Make the Right Video Content

I guess because we do it for a living, we take it for granted that business understands how a video is made. It’s our Achilles Heel. I don’t know how to put an engine together, although Andy, our editor swears he can do that in his sleep; so why should those outside our sector be au-fait with video production.

The one thing video production has in common with building an engine is that it’s a process. The basic nuts and bolts of making a video are about scheduling the different stages of production from storyboard to Internet upload. Creativity comes because of the space made by detailed planning.

Like many processes, video production generally involves a team of people, all of whom have to be managed within the parameters of timescale and budget.

And, of course, this management of process is the invisible part of the video art. It’s the bit that clients don’t see. In reality, it forms the lion’s share of work on video production and it’s the reason that good video costs more than other forms of content creation.

A report out in Emarketer suggests that while brand managers and marketers know that video is important in the marketing mix, they find understanding the video process a barrier to entry into the commissioning of work.