In today’s world, we are overstimulated with digital content. Online video consumption is growing rapidly and as a result, companies constantly compete for the attention of consumers. The expanding supply of audiences sparks a large demand from marketers. Online videos can help create the impact your business needs to succeed. However, all of this online clutter can make it difficult to break through the noise. An important way to overcome this challenge and successfully impact your audience is to ensure that your video has a high production value.
Production value, or video production quality, refers to the combined technical qualities of the methods, materials, experience, and skills used in a production. Videos that are produced with a high quality, or high production value, will look extremely different than those that are produced with a low production value. Production value depends on success in many different areas, such as:
Although there are many areas that go into the overall production value, not every production needs to be incredibly detailed. What works in one situation may or may not work in another. If you are simply shooting an interview in a corporate office, you are not going to spend a lot of time finding the right location. In fact, real video quality is not going to come from prescriptive video production. The videos that break through the clutter are ones that take risks. Everything in video production is permissible as long as it is intentional, which means as long as you are pursuing your project with intention, it is acceptable. There is not one right way to go about video production! Developing your Video Content Strategy As you start to develop your video content strategy, the framework outlined below can help you figure out what level of video production you’re going to need and when you’re going to need it. The most important idea to remember is that the quality of a video has the potential to alter the perception that your audience has of your brand because video quality helps convey your message. Deciding on your Intention The first and most important part of figuring out when quality matters in a video production is to start creating video content with intention. Knowing your intention helps drive the quality of your production. Creating with intention means you need to be thinking critically about what you want your audience to think or feel when they are done watching your brand video. Do you want them to feel empowered? Do you want to come across as relatable? Do you want them to think that you have a high level of expertise in a particular area? If you want to communicate who you are and drive home the idea that you are relatable, you might consider crafting a user-generated video. The lower level of quality that comes with a user-generated video is going to communicate that message perfectly for you. A user-generated video is video content that is shot by a non-professional and does not usually require expensive equipment.These types of videos can reflect a more relaxed, intimate, and personal tone. However, you don’t want your video to end up being too low-quality. This could backfire on your business and diminish your credibility as a brand– low quality videos often receive less engagement than those that are higher quality. Higher quality videos communicate a certain level of professionalism, expertise, and gravitas to your audience. One way to achieve this is to bring in a professional crew to help you convey your message effectively. If you take part in a more professional video production, you will naturally be sending a more professional and trustworthy message to your audience! But remember, up-leveling your video production means you are going to be working with a larger budget. Deciding on your Platform The second part of this framework has to do with your platform. In other words, how is this video going to be used when it is completed? Where will it be shown? Video platforms allow users to create, store, upload, and distribute video content to an audience. Knowing your platform is another aspect of video production that will help you decide what level of quality you should be pursuing. Some examples of popular video platforms include:
If you want your video to be featured on your company website’s homepage, it needs to be professional. The homepage is your visitor’s first introduction to your company and your products/services. This is your company brand, not your personal brand; there is a big difference between the two. A personal brand is built around you– your personality, your attitudes, your interests, and your lifestyle. On the other hand, a business brand is built around a specific identity you create for your company. Company brands are more professional, which in turn, can be conveyed through a professional looking video on your homepage. If your video was created to be put on social media sites, such as LinkedIn, Facebook, Instagram, or Twitter, it can take a more casual, relatable, and creative tone. However, there are nuances even within those social media platforms, as the different sites achieve different goals. You want your video to reflect the social media site on which you are posting. For example, LinkedIn is a professional website– if you want your video to be featured on this platform, it needs to be professional and businesslike. On a different note, Instagram is a visual platform for a general audience, so videos designed for Instagram can take more of an amusing, brief, and/or casual tone. If you want your video on Instagram to be personal, the quality of the production can be lower. Instagram is also best suited for shorter content, so you may make your video shorter if you want to show it on Instagram. Your company blog and newsletters also act as another platform for your video content. This kind of targeted video content can help you build relationships with prospects and current customers because it gives you the opportunity to connect to your audience directly. As an immediate way to share video content, placing your message on your blog or newsletters achieves great results. Choosing the Quality that is Best for You Receiving video shares is an excellent way to expand your business. A good video, with the proper quality, will leave a powerful impression on potential clients. If you are considering using video to promote your company on high-traffic or more professional platforms, it is crucial to focus on higher video quality. Bringing in a professional crew, who have equipment, resources, and experience, to oversee your video production will save you time and money, and give you the level of quality you need to be successful. A video that captures the attention of your audience and delivers a strong and memorable message is worth a higher video production value. However, if you believe you do not need a higher production value to successfully convey your brand identity, a lower quality video is an excellent choice. Maybe your video is a simple message of you as a business owner sharing your story to your audience; maybe your video is designed for social media and is intentionally taking on the qualities of the casual content on that platform. Remember, everything in video production is permissible as long as it is intentional. At the end of the day, you know your industry and audience better than anyone. You are the expert! Before you begin your next video production project, take that knowledge with you, sit down, and think critically about the following questions about video quality:
If you can answer those questions, you’ll be light years ahead in developing your video content strategy and pin-pointing when quality matters for you and your business.
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The video production industry is a complex web of different roles and responsibilities. For those who are not familiar with the industry, it can be easy to lump all video production roles together into one big category. However, it’s not quite that simple!
All video production roles exist in something we like to call the “video ecosystem.” Before beginning a new video project, it is crucial that you take the time to understand the different roles within the ecosystem. Once you understand the roles and their functions, you can be certain that you are hiring the right industry professional and be well on your way towards achieving marketing success! The Video Ecosystem: An Overview Video production companies offer a wide range of services, depending on their abilities, in what Boston video production agency, Skillman Video Group, likes to call the “video ecosystem.” Think of this ecosystem just like one you would find in nature: a complex network of interacting systems. The video ecosystem is composed of different levels, from DIY all the way up to a full-scale video agency. There is a lot of variety in these levels, which means there are a lot of decisions to make on what level is best suited for your brand’s needs. The company brand image you create and the marketing messages you send to your audience play a key role in the success of your business. The more educated you are on the video ecosystem, the better decisions you can make about your next brand video project in order to obtain the best results possible. Two significant terms in the video ecosystem, videographer and director of photography (or DP), get used interchangeably by those who are not familiar with the ecosystem. Contrary to popular belief, these two roles are completely different! While the work of videographers and DPs both involve filming action with a camera, there is a significant difference between the two. Understanding these terms can put you on the path to finding the right people to take on your video project to ensure success. Videographer: Think Simple When you think of a videographer, think “simple.” First and foremost, a videographer is a person who works in the field of video production. Videographers tend to take on basic projects and are responsible for recording small scale productions. After all, they are usually just a one-man band with a camera and a tripod! Some projects videographers are responsible for working on include:
When you see someone walking around a wedding or a Bar/Bat-mitzvah with a camera, that’s a videographer! These events are pretty straightforward, which makes them easy to shoot and can usually be carried out by one person. Another instance where you might want a videographer is if you are delivering a presentation on a particular subject. The videographer brings a tripod and a camera, sets up the equipment, and points and shoots. Their primary focus is on capturing the essential moments of the event. They usually do not have control over how the event actually unfolds. Although there is only one simple action to capture, that does not mean a videographer does not experience challenges. Videographers work hard to make sure they are making your project look spectacular. This includes framing an event correctly, keeping a close eye on the camera, and making sure the audio is coming through clearly and sounds superb. However, if your project requires a higher level of excellence and there is a lot more activity happening, it is time to consider graduating up to the next level in the video ecosystem. Director of Photography: The Next Level The next level is a director of photography (DP). The roles of a DP are not as simple as that of a videographer. A director of photography supervises the camera and lighting crews on a film, television production, or other live action project. They are responsible for the visual style of a video. They do this by making both artistic and technical decisions related to the picture on screen. They are also in charge of selecting and testing equipment, as well as understanding a project’s visual elements throughout the entire production process. Another term you might have heard that is used to refer to people who do this type of work is a cinematographer. A director of photography and cinematographer are different terms, developed for similar roles in the industry. Generally, a DP is a more technical term for a leadership job - like a director of a movie, a DP has full creative control over the photography aspects of that production. A more accurate term for "cinematography'' is “the art of making motion pictures.” Typically, a bat-mitzvah would neither be considered to be an art or a motion picture. Some projects DPs are responsible for working on include:
These are the people who have been doing it for a long time! They usually have experience working with top-tier equipment and bring a great amount of creativity and collaboration to the table. Because of this, DPs make clients’ ideas come to life on screen by selecting the proper cameras, camera lenses, and lighting set-ups that deliver the best product possible. Every decision the DP makes must align with the story being told, as well as align with what the director is trying to convey. Picture you are watching a Batman movie, like The Dark Knight. Do you notice the dark, icy blue/gray tint to the movie? Does it arise feelings of intensity and eeriness within you? You have the DP to thank for that! In order to create this feeling in video production, Directors of Photography focus on
Unlike the work of a videographer, DPs have a lot more on their plate. They work on more complex projects and bring a real sense of artistic vision to every venture. However, you don’t need to be working on a blockbuster film set to hire a DP! They work on every level. Choosing What’s Best for You, Your Budget, and Your Business There is tons of opportunity for all in the video ecosystem. Audiences today are becoming more demanding and media-savvy; it takes a lot of work to stand out and grab their attention! Because of this, you need to be clear on your intentions for a video, especially when you are hiring an industry professional. Ask yourself... How do I want my event or message captured? Working with a videographer can be an excellent choice, as long as you're aware of what you're getting and feel it is a proper fit for you and your project. Considering how you want your message represented is a great first step in choosing between a videographer and DP. What is my budget? Budget is also another important factor to consider when choosing between a videographer or a DP. Sometimes, you might be overpaying to work with a DP. If your project is small and simple, (say, you are giving a talk and want it to be recorded) paying for a DP is more than you need. That is an instance where you would select to work with a videographer to better fit your needs and budget! What messages do I want to send to my audience, and how? Not only should you decide on the tone and purpose of your video, but really think about your brand and who you are. The type of professional you hire depends on the brand messages you are trying to send to your audience. It is important to remember that the video ecosystem is not one size fits all. It is a complex structure – for someone who is new to the industry, and it can be easy to lump everything video related together. |
AuthorKalah Karloff is a Communications, Media Production, and Music Industry student at Northeastern University, with a deep passion for the music and media industries. She also likes Marvel, Star Wars, and ice cream sundaes. Archives
September 2020
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