What is Video Production?

by Josh Biggs in Marketing on 16th January 2021

Video production is not as difficult to explain as it is to practice in real life. Anyone who thinks that video production and video capturing are one and the same, are wrong. In fact, capturing the video footage is just one of the three parts which are collectively termed as video production. It’s a combination of multiple Pre-Production, Production and Post-Production steps, which we are going to take a closer look at next.

Stage 1, aka the Pre-Production Phase

This would be the preparation and planning phase, where the client party and the video production crew plan the entire venture, discuss possible problems among themselves, figure out solutions, and confirm all aspects of the entire project. It’s impossible for a video production project to be successful without a sound pre-production plan to organize and guide it.

Although it is very difficult to pinpoint exactly which steps will be part of a pre-production phase, there are a few common ones which are considered essential for nearly any video production project. These include, but may not be limited to:

  • Selecting the right video production team
  • Goals, deadlines and budget establishment with the team
  • Choosing the ideal video strategy for accomplishing those set goals without exceeding the budget
  • Creating or selecting the right theme/story that’s in line with the production’s goals
  • Creating the necessary scripts, as applicable (part of the video production team’s responsibilities)
  • Finding the human resources necessary, which includes everyone from actors and musicians to digital artists, depending on the project (part of the video production team’s responsibilities)
  • Finding and confirming the ideal location that’s in line with the goals and the budget
  • Creating a list of the necessary equipment, including cameras, tripods, lenses, costumes, etc. (part of the video production team’s responsibilities)
  • Acquiring the equipment necessary (part of the video production team’s responsibilities)

Stage 2, aka the Production Phase

After meetings between the client party and the video production crew are over, we move on to the actual production stage. At this point, both the client and the production crew should have a seamless understanding of each other. If they are not on the same page, production cannot begin. Once agreement is reached, production will begin, and it should consist of the following steps:

  • Setting up the equipment (camera, lights, microphones, backgrounds, screens, etc.) that’s necessary for the type of video medium selected
  • Directing and shooting the main video footage
  • Shooting the b-roll, in case the extra footage is necessary during post-production
  • Dubbings and voiceover recordings

The production stage is supposed to be under the control of your chosen video production team, so it’s best not to interfere, unless you feel that something is really not working in the way that you want it to. If that does happen, keep in mind that it’s the brand’s or client’s vision which a video production team is hired to work on, so, as the client or a contact of the client, it is completely within your rights to clear misunderstandings and set the project back on its path.

Stage 3, aka the Post-Production Phase

Unknown to many, post-production is just as important as the productions stage, if not even more so. The footage, audio and other content is certainly captured during the production stage, but without a crew being adept with post-production steps, even the best potential footage will never come to life. Consider post-production to be the assembling, testing and quality checking phase of the whole video production process. At the very least, the necessary steps involve:

  • Editing the videos, voiceovers, music, background noise, etc. into production quality, with the help of professional grade, video editing software
  • Organizing, assembling and logging in all edited footage and other content
  • Reviewing the entire production process and the edited content to see if something needs attention
  • Confirming the completed, production grade content with the client party
  • Final checks, followed by delivery of the finished product

That’s all there is to video production, but as mentioned previously, it’s a lot easier to explain than practice. As long as you choose a video production team that has had previous experience with the kind of project that you have in mind, then as a client, you shouldn’t have to worry too much regarding the production and post-production processes.

Instead, the client party should concentrate on those pre-production meetings. The brand or client’s ideas, messages and visions should be properly communicated during that stage. The project should only proceed to stage 2 when the client is assured of the fact that the hired production team really does have a clear understanding of what is expected from their work. It’s best not to involve too many people while planning, as that creates more confusions than solutions. That being said, do not hesitate to involve important stakeholders and executives in those pre-production meetings either, as long as they are closely connected with the project, its visions and its goals.

Categories: Marketing