Step One – Awareness
The first step in creating effective video content is to have an understanding of the production process. It helps you to know what you are asking for and what can be delivered.
A good first step is to take a look at your market. Look at a competitors marketing activity and their video content. List what you like and what you don’t like and create your own ‘ideal’ list.
Step Two – Have a budget in mind
This is probably the most important question to get answered and out of the way. The answer to this very much determines how you progress across some of the steps. You may not have the budget to produce the length and type of video you want so knowing your budget and being open about it helps brief a video production company.
Step Three – What is the purpose of the video? Part of a campaign or stand-alone?
A simple question, but crucial. A video is not always the best way to market a commercial property. Ask the question, is the video to be a stand-alone marketing piece or is it to be part of a wider campaign strategy? Both would produce very different videos including the nature of the edit and the choice of audio. If the video is to sit within a larger campaign, it needs to fit flawlessly into the bigger picture. If stand-alone, that message and visual must have an immediate impact on its audience. The video could be hosted on a micro-site, distributed on social media channels and therefore shorter clips can be taken and used from the full edit.
Step Four – What four words best describe your audience?
Difficult? Yes. However, if you can identify and define your audience down to four words the briefing and creative part of the video production process becomes far easier and quicker.
Step Five – Work out the approval process
This is key to your timelines. What is your sign off process before you move on to the next stage? Have your approval process detailed with all parties aware of who signs off the edits, who views the rough edits and who ultimately signs off the final edit.
Step Six – What kind of video do you want?
In some respects, it can be argued that this step is perhaps the first step! There are many types of videos that can be produced and your decision will very much be based on exactly what you are trying to get across to your core audience. There are several options and styles, such as, a Property Explainer Video, Company Culture video, Property Teaser/Bite Size Video, Property Launch Videos, Corporate Brand Video, Testimonial Videos, Internal Training Videos that support the delivery of your marketing strategy, On-boarding Videos and videos for social media. Work out what type of style you are after, glossy high end, industrial, drone footage, fly-through aerial shots etc. There are many options, and your chosen production company will come up with the right look and feel that works for your brand.
Step Seven – Identify the expected length of the video
What is the expected length of the video? 1 min, 30 seconds, 10 seconds? This step links very well with step two. Once you have identified who you want to see your video and where they view it you can then determine the length of the piece. Keep in mind where the video will be viewed. The attention span of people viewing content online is a lot less than someone viewing a trailer in a cinema.
Step Eight- Identify what your Audio and visual needs are.
Do you want music in the video? Will you be providing the music or will you require someone to source it for you? Will there be voice-overs? If so, who will provide them?
Step Nine – Who will provide the script?
Don’t be afraid to ask your chosen production company to do this for you. Remember, they have the experience and knowledge and have done this before. Video content runs the risk of getting bogged down by overly complex ideas such as focussing on too many things all at once. You want your audio and visuals to communicate to your audience in a simple and brilliant way.
Step Ten – Will you need to make revisions to the video in the future?
You don’t necessarily need to know what they will be; however, it makes sense to inform the company producing your video that this piece may need to be revised and re-used at some point. Will you need to replace the logo at some point if your company is re-branding itself in the next six months?
Step Eleven – Is there any specific image or graphic that you must have included?
You can get caught up in the whole creative and visual process that little details can easily be missed. You may need to have your company logo on screen throughout the duration of the video, this logo may itself have include motion and needs to match your brand’s guidelines.
Once you have identified all ten steps and produced your checklist, you are armed and ready to either produce this video in-house or brief a video production company.
By working through the above you will not only save a great deal of time and money when commissioning a video production company, you will be better versed in being able to get across exactly what you want and how you want it to look.
Written by Clare Griffin, Cuecut Video