Producing a video is much more than just turning on the camera and hitting record.

There’s a load of creativity and hard work that goes into making great content that really stands out. 

Whether you’re planning small scale social videos or a big TV campaign, there’s lots of things to think about and plan. Ok, but where do you start? 

Here’s a few do’s and don'ts so you can get cracking!

It’s a good idea to:

Understand the purpose

Before you start making a video, ensure you’re totally clear on its purpose.

Knowing what your video will be used for, where it’ll be seen, who you want to watch it will help you decide the best format and creative style to use. For example, if the video needs to be ready by a certain date or to coincide with an event or a seasonal period, you can figure out how much time you need to create it.

The type of video you make should be directed by the purpose. Ask yourself what you want your viewers to do after watching it. If your goal is to share it on social media, then create short, punchy and entertaining content that gets your message across quickly. If you want people to buy your product or service after watching your video, usually longer, more informative content works best.

Know how you're sharing it

Before you begin creating your video, it’s definitely worth being clear on where it’s going to be shared once complete. 

Where will people see your video? On TV, internal intranet pages, externally on a website, on social channels? If so, it’s a good idea to get a subtitled version for people watching without sound. Are you sharing it globally or with specific countries? Consider reversioning the video into different languages. Want to show it off in a presentation? To avoid repeating things in the video that you’re planning on saying on the day, know where in your deck you’ll play the video

Know your audience

Knowing your audience is everything! Explore who your target audience are. Ask yourself who you want to watch this. What will they be interested in seeing and hearing? What will keep them engaged?

For example, if your video is focused on employee engagement, understand what your employees will want to get out of watching it. How do you want them to feel or want them to know? Or, if your video has an educational purpose, use clear language and visuals that are easy for the viewer to follow.

Plan your key messages

Before starting any pre-production, it’s usually a good idea to grasp what your main messages are. What do you want to say, what should viewers take away from watching? You can also think about how they’re best delivered - as spoken word or as animated text perhaps? 

We often ask our clients to share key messages with us so we can write scripts and narratives before any visual work is started. This helps to keep things focused from the very start and prevent filming unused shots or designing artwork which could confuse your message and won’t be included in the final video. 

Be realistic about your deadline

Make sure you set a realistic deadline. After all, there’s no need to rush things or give yourself just a few days to produce something subpar that nobody’s happy with. So, be proactive, think and plan ahead. Be on top of your production schedule and dedicate the time you’ll need to review scripts, storyboards, attend shoot days and then share consolidated feedback on video iterations. 

Work with a video agency 

Not sure if you have the know-how to create what you want? Then it’s worth getting a professional video creation company (like us!) on the case.

It’s not a good idea to:

Rush into quick decisions

It’s so important to take the time to plan any video production. Don’t rush into anything you’re not certain on. Know what your goals are from the start and speak to everyone involved so you’re all aligned on how you want your video to be.

What do you want your audience to know? What do you want them to take away from it? What tone of voice do you need? These are the sorts of questions that should be answered before any pre-production starts.

Overcomplicate your messages

If you're trying to cram too much information in your video, people will be overwhelmed (and likely a bit bored!). Every video should get your message across in a clear and easy-to-understand way. Keep it simple and concise. 

Make your video too long

Making videos takes time, and it's easy to get lost in the details. But it's important to keep the length of your video manageable and appropriate for where and how you’re sharing it. If you make it too long, people won't watch all of it. In fact, they may not even finish watching half of it.

Let key timelines slip

We know you've got a lot on your plate but don't let your production timings get lost in the shuffle. If you're making videos, be on top of your deadlines. If a project isn't on time, it can cause problems and even cost you money in the long run.

Don't gather disparate feedback

It's tempting to ask for feedback from everyone you know. But that makes things messy. Get your ducks in order and consolidate thoughts from the people that matter. Keep the feedback process focused on your actual team members too; the people who are involved in the day-to-day of making the video.