What is a video production and how does it support your business’s bottom line?
Video production is more than just recording and editing footage. It's a creative and technical process that, when executed well, can produce powerful videos that entertain, educate and inspire.
In this article, we’ll explore the fundamentals of video production and discuss the key stages that lead to a successful video that triggers countless benefits for your company.
Table of Contents
What is Video Production?
Video production is the process of creating video content, both live and recorded, for use in various media outlets, such as television, websites and social media. It relies on the use of a mix of creative, technical and organizational skills to capture video footage, edit it into a final product and deliver it to an audience.
Through effective use of visuals, audio and storytelling techniques in videos, businesses can quickly communicate memorable messages that entertain and inform audiences across multiple platforms. That’s why videos have a 52% retention rate.
However, video production is not as simple as grabbing a camera and starting to record—no matter how big or small the project is, there’s a lot that goes into creating video content. Generally speaking, the video production definition can be broken down into pre-production, production and post-production phases, but we’ll get to the nitty-gritty later.
Typically, these stages involve planning, scripting, shooting, sound recording, editing, color grading and more. The final product comes in many formats—a film, television program, corporate video or advertisement—depending on your needs.
The undisputed potential of video production comes from the fact that video is the preferred type of content among consumers. Over three billion internet users watch videos at least once per month. What’s more, according to a Wyzowl survey, they spend 19 hours a week watching.
Three Stages of Video Production
Whether you're creating corporate videos, social media content or even feature films, the process is largely the same. It consists of the following stages:
Stage #1: Pre-Production
Since the morning shows the day, pre-production is crucial in creating quality video content. Pre-production is often referred to as the planning stage as it entails mapping out the project from start to finish.
To get all the ducks in a row, video producers are in charge of:
- Identifying the concept, key goals and objectives
- Writing the script or storyboard
- Outlining a schedule for production days
- Deciding on locations and talent involved in the shoot
- Budgeting for equipment and personnel needs
- Researching potential filming techniques to best capture your desired visuals
Pre-production also requires researching any legal or copyright issues associated with the project such as clearances for music or images used in your video. Taking time during pre-production to thoroughly plan every detail of your video helps ensure smooth sailing during production as well as post-production.
Stage #2: Production
Production is when the magic happens as it’s during this stage that you’ll be capturing your video content.
During the shoot, the director orchestrates actors or hosts according to planned shots from pre-production, while cinematographers capture all of the footage with cameras and other equipment. The cameras need to be set up in optimal positions to capture the best possible footage while considering composition, framing and other aesthetic elements.
Audio and lighting setup should not be overlooked as this helps create a more professional-looking product by enhancing sound quality and creating appropriate moods with strategically placed lights.
If production goes well, you will have high-quality raw footage that can easily take your video project to the next level.
Stage #3: Post-Production
Post-production ties all your effort together. During this stage, the footage is assembled into a cohesive project that tells an engaging story and if done right, it may result in one of the best video production designs viewers have ever seen. To get there, the footage needs to go through editing.
Editing can range from basic clip trimming and adding titles and credits, as well as more intensive work such as color correction, sound design, mixing and special effects while paying attention to technical considerations such as pixel quality and continuity.
It’s important to keep an eye on the overall flow of the video and ensure the viewers are provided with a clear narrative that follows the story arc outlined during pre-production planning.
Once you are happy with your edited piece, it’s time for sharing! You can share your video via multiple platforms including YouTube and Vimeo, across social media platforms or your website or even broadcast networks depending on the scope of your project.
Why Video Production is Important for Businesses
Video production enables companies to communicate their message in a visual and entertaining way, quickly capture attention and reach new audiences.
Viewers retain 95% of a message delivered through video content and only 10% through written content, with 94% of video marketers saying videos helped increase understanding of their product or service among consumers. It's no wonder 84% of people have been influenced to buy after watching a brand’s video.
Keeping up with the latest video marketing trends can help businesses stand out from the competition and build brand awareness, ensure consistency of message across all channels, enhance customer engagement and encourage potential customers to take action. For instance, video ads can increase purchase intent by 97% and brand association by 139%.
Video production can also help improve SEO rankings by increasing the website’s visibility on search engines. Additionally, it allows companies to track their performance more easily by analyzing audience engagement data such as viewership and clicks.
Should You Outsource Video Production?
Outsourcing video production is an effective way to take your project from concept to completion. The top video production companies have an army of experienced creatives and skilled editors, as well as the necessary equipment, the latest software and know-how needed for producing high-quality videos.
Most of them offer end-to-end solutions with content strategy, concept creation, scripting, storyboarding, casting, filming and editing. This removes the need to source talent or worry about purchasing the right technology—all you have to do is explain your goals and let them handle the rest.
You can save time, money and energy by utilizing the expertise of professionals who specialize in creating high-quality videos for various platforms. Outsourcing will also give you access to a broad network of resources so you can find the best talent and technology within your budget.
Professional video producers are experienced in all stages of video production—from the basics of video production to post-production editing—which makes them highly capable of creating meaningful content that captures the viewer’s attention.
When you choose to outsource video production instead of hiring in-house video producers, you can handpick the exact match for each project you have. For instance, if you’re thinking of shooting a commercial, you can hire one of the top commercial video production companies that specialize in commercials exclusively. Plus, the cost of video production can get quite high, so you can choose a service provider that meets your budget!
What is Video Production: Key Takeaways
From planning to filming and post-production, video production is an expansive process—but incredibly rewarding. To effectively and efficiently create quality videos, it is essential to have an understanding of the various stages.
If it seems like too big of a challenge for you, you can always choose to outsource. With the right team and resources in place, even the most complex videos can be completed successfully and our guide on how to choose a video production company can help you make the right choice.