It’s the key to good cooking, good art and good video; preparation is 90% of making successful, high-quality content. It’s something learnt in the pressure-cooker of programme-making where there’s not much room for error on a hundred thousand pound shoot.
But in the corporate world, especially when discussing online content, it takes some persuasion to convince the commissioning party that time spent brain storming, storyboarding and thinking about the ‘how to’ is an important and chargeable part of the process.
The more preparation there is for a shoot the more cost effective and the more focussed the outcome.
This is counter intuitive when it comes to virals, the most successful of which are genuinely spontaneous, which makes them difficult to plan and to predict whether they will soar or flop in the shifting sands of social media.
As more of our clients seek to refresh their video content on a regular basis, the time left for preparation gets shorter and the demand to be able to crew up quickly is greater, which is why strategising online video – who it’s for, what it’s supposed to do and when to do it, should be a priority for brand managers who want high quality content.