Corporate Video Production
Corporate video production is a great way to promote your company or offer instructional resources that will benefit your business. They can offer effective advertisement and draw more potential clients to you. However, an unorganized or confusing video without a clear directive won’t do you any good, and it’ll waste the resources put into making it. To avoid this, it’s critical to know what the goal of your video is and how you will convey that message. In the early stages of development, it’s important to establish a clear direction for your corporate video production. This will help you decide how to effectively approach the rest of the project. There are several basic questions to consider:
- Who is my target audience?
- What do I want my target audience to know about my company?
- What is the most effective way to represent my company?
- Where will my video be shown or distributed?
Once you’ve got a fairly good idea of where you’re headed, it will be much easier to decide how to begin the process of producing your corporate video. By understanding your audience and knowing how you want to be represented, you allow yourself the freedom to be creative without losing focus on the overall goals of the project. When you feel that you have a solid idea of where you want to go, you can choose how to continue. There are two basic paths to take from this point: develop a concept or write a script .
Developing a Concept
If you’re not sure how you want to structure the video, you can begin by deciding on an overall concept and moving forward with a goal instead of a script. By doing this, you can build the format for the video while moving forward with production. This is particularly helpful when you have an impending deadline and can’t afford time to write a script before production begins. It also lets you see the footage before structuring, which can sometimes lead to better results. In an interview, you can ask broader questions that allow a greater range of answers since you will be able to sort through what your interviewees discuss after shooting. It also allows you to adapt to the interview as it happens, shifting the focus as you see fit. Afterward, the writer and editor can sit down together and build the project based on what you have.
Writing a Script
If you want to structure your video under a voice-over narration, you can begin the process by writing the narration in advance. This allows you to film only what you know will be highlighted in the finished video. This is especially helpful for instructional videos, but can also be used for promotional material. If you’re interviewing someone for the video, a script may have gaps where they’ll be featured. You can outline what questions you want to ask the interviewee that will fit well with your script. In this situation (and in most others), the script will more than likely change before the final product; even so, it’ll help you stay organized and can help use your production time more efficiently.
Documentary style corporate videos that are driven by interviews are written in reverse, the most preparation you can do beforehand in regards to the script is to formulate questions. It’s best to leave these questions somewhat general for several reasons.
- It allows the interviewer to adapt to unexpected directions that will possibly prove better than anticipated.
- Specific questions can often lead to yes or no answers which leads to prompting the interviewee which most likely will lead to robotic responses.
- It gets the interviewee talking which is much more genuine and shows through.
Once you have shot the interviews, have them transcribed, meaning typed out word for word. Then go through the interviews with a highlighter and highlight everything you want to include in the video. Be careful not to chop it up too finely or it will become obvious that it’s highly edited. Also it leaves the editor room to cut in and out of the segment. Then go back and choose the order of these segments.
Ideally you’d shoot the b-roll after editing the interviews for content but more often then not that won’t be possible in which case shoot as much b-roll as possible related to each interviewees subject. The b-roll is partly to cover transitions but most importantly to help tell the story.
Overall, the most important thing to remember while writing a corporate video is that you have a goal to achieve. All the creativity in the world is great, but if it doesn’t meet your needs it isn’t worth the time, money, and effort you’ll spend making it. With a little bit of planning, you can create something that will benefit your business indefinitely.
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