Successful Video Production

• VIDEO KILLED THE RADIO STAR

There’s no denying the power of video content. In this day and age, video has become the favoured way to inform and entertain audiences, trumping the written word and still images. You only need to look at the proliferation of streaming and online platforms such as YouTube and TikTok, which are geared toward content and content delivery, to see the power of video. Everyday people like you and me are dominating the world wide web, with tens of millions, even hundreds of millions of followers and earning a comfortable living all because they found a niche in the market and successfully promote themselves.

Just how powerful is video? Well, all social media platforms have become video content platforms. In fact, three years ago Facebook – once the ruler of social media – announced that it was no longer a social media platform but a video platform.

And although the technological landscape is forever evolving, the one constant is video, and it plays a super important role with consumers and the business community. In some instances, the mere mention of video can increase email rates, meaning if the email subject line contains the word ‘video’ research has shown that people are more inclined to open it because of the promise of easily digested content.

So how do you get your video in front of audiences? Well, for your video content to be truly effective and provide a return on investment, you need not only a good video strategy, but a sound distribution strategy too, so that you meet your marketing goals. You can have the best content in the world, but if you can’t get it out there into the world, what’s the point? It’s a waste of time, money and resources.

• START AT THE BEGINNING

First things first, your distribution strategy begins with your viewers. Whether your intended audience is business to business (b2b), business to consumer (b2c) or business to government (b2g), you need to know where to find these viewers – your buyers – and understand what is the best content to put in front of them in each environment. This is something you would have covered in the strategy component of video production.

As an example, it could mean producing various durations of your video content, but even bigger than that, it is about having an understanding of the entire customer journey. This is far more involved and complex than simply finding people, putting a video in front of them and watching the money roll in. No. There are many steps involved, such as attracting your audience’s attention, engaging with them, getting them to take some form of action be it providing an email address when they visit a landing page, and finally continuing to nurture them so they become customers – loyal ones.

• THE POWER OF REACH

In 2021 the power and abilities of digital platforms to deliver content to precise audiences is better than ever before. All of the available online tools such as social media, media buying and advertising platforms are incredibly useful to businesses and when combined with an effective distribution and creative strategy can deliver a huge return on investment. That being said, success comes with the proviso that every part of the process is done correctly because even the slightest error can lead to a diminished value.

So, what do you need to do? Take the horse by the reigns, take charge, be proactive and always think one step ahead. In a nutshell – do everything you should be doing. It may sound complex, but the key here is to just do it. If someone is taking the time to visit your website, you need to make sure you re-market to them so they become loyal to you. If you spend all your time creating great content and building your database but then don’t follow up and nurture that audience, then essentially, you’ll fall at the last hurdle and all those previous efforts would have been a waste of time. It’s about making sure every step is working properly and every single cog is turning, and this is where the experts such as the team at redbikini can help.

redbikini, which specialises in marketing strategy, concept development and scripting for video, established a new and exciting arm to their business in 2020 – specialist B2B marketing company, Loop.

Born and bred in South Australia, Loop, which purely targets SMEs offers clients a full range of services, including strategy, content, delivery, measurement and automation in one package. And the best bit is that the cost is almost certainly lower than if you decided to do it yourself.

Here at redbikini we live and breathe all things video production, offering more than 20 years’ on-set experience. We are experts and passionate about what we do. From quick social, to web or online videos, training videos, animated videos, corporate videos, promotional videos, sales videos, product launch videos, event videos, and TV commercials to long form television programs and documentaries. You name it, we do it.

Follow our blog to stay up to date with the latest from redbikini.

First things first, this is still a stage where some technical steps need to be followed before your video masterpiece is complete and ready to be shared with the world.

1. GRADING

Like photoshop but for moving images, grading improves a picture’s overall quality through performing adjustments, such as lighting, on it. The amount of grading required depends on the project, as some will require more than others. Some projects might feature content derived from various sources (such as different businesses) or that were shot at different times or using different cameras, which might mean that features such as skin tone, lighting, and overall film quality seem ‘off’. However, the beauty of the grading process is that it provides editors with an opportunity to make the overall finished product look and feel consistent.

2. SOUND MIX

This is where every single sound element in your project is mixed to maintain its overall prominence without overtaking other audio files used within the video. This part of the process could also include sound design, which can occur at this, or an earlier editing stage.

What is the difference between sound design and sound mixing?

In a nutshell, sound mixing is a technical element, while sound designing is the pixie dust added to enhance the overall project. Sound design is all about combining audio aspects such as sound effects and music to improve your project. In contrast, mixing is about balancing it out ad equalising so that audio is at the right level.

For example, sometimes footage shot in slow motion is done without audio, so sound needs to be added afterwards to bring the scene to life.

4. DELIVERY

There are as many different places to showcase your video in today’s technology-driven age as there are ways to make it. And that’s a lot. Social media, shopping centres, digital signage at sporting events, TV – get the drift? But it’s important to note that each of these mediums has specific requirements on how your video is delivered to ensure quality viewing.

The main elements to consider are the aspect ratio, meaning the size and shape of your screen, as some formats may require square video or Ultra HD, some may be short in height or on the other end of the scale – cinema screens. Again, this is something that would be discussed in pre-production so that the footage will work in whichever way it is executed.

At the finishing stage – but often discussed at pre-production – the editors could also be asked to provide a cut version of the video to suit other mediums.

5. FORMAT

Another factor to consider during the delivery stage is the format your video could be required in to suit other mediums. This will involve technical aspects such as pixel dimensions, codec (file type) and file size. As an example, for cinema, video files need to be in a super-high-quality format or Adobe to enable projection on the screen.

6. APPROVALS

There are also processes to go through for your content to be given publishing approval. Television commercials, in particular, need to go through an approval process (similar to a rating process), called ClearAds, to be given a classification, which determines what sort of programming they can be shown in. This is particularly important if the subject matter is sensitive. In these instances, pre-approval can be sought at the script stage of video production to ensure the content is valid and verifiable.

CONCLUSION

In a nutshell, the ‘finishing and delivery’ stage of video production is about polishing your video before showcasing it to the world. Look at it like being ready to apply hairspray over your up-do but still having an opportunity to add some more curls or change the style if you want. In this instance, hairspray is sound design, sound mixing, colour grading, and other technical aspects such as file type and size. These are all critical steps to takes your video to the next level as it gets closer to publishing. Speaking of which, you’re almost there – next up, we’re talking all about the distribution of your masterpiece.

Here at redbikini, we live and breathe all things video production, offering more than 20 years’ on-set experience. We are experts and passionate about what we do, from quick social, to web or online videos, training videos, animated videos, corporate videos, promotional videos, sales videos, product launch videos, event videos, and TV commercials to long-form television programs and documentaries.

You name it; we do it. A one-stop-shop, redbikini’s full-service offering as a video agency includes pre-production, logistics, location scouting, casting, scheduling and more, and we’re only a quick phone call, or email, away from providing our expert advice and guidance.

Follow our blog to stay up to date with the latest from redbikini.

In previous posts of our seven-part blog series, which details the essential steps to help ace your video content marketing, we have so far covered strategy, scripting, pre-production, production and finishing & delivery.

Now with step 5, we examine editing and animation.

By this stage, you should have all your raw footage – or rushes as they’re known among film buffs – and it is now time to piece it all together into a semi-finished product. This is where all the pieces of a puzzle come together, and you’re starting to see the bigger picture – the excitement is building! But before you start, there are still some crucial steps to take to ensure your video is picture-perfect.

You’ve followed the steps to get here (click here to read our previous blogs on how to attain video production success) to help make the process as smooth as possible; there’s a strategy for the video concept, a script has been written and the all-important pre-production preparation is done. You’re ready to go and finally see your vision come to life.

This is an exciting stage, but it can also involve long days with potential hiccups along the way, so it is imperative to dot the i’s and cross the t’s to ensure smooth execution for the video production process.

THE STAR OF THE SHOW

As the client you’re the star of the show and it’s important you are presenting yourself in the best way possible. This is your big chance to showcase what you or your business is all about.

• Are you and your staff wearing your uniforms correctly?
• Is your branding on display?
• Have you got the props you want?
• If you’re shooting at your workplace, is everything in order?

Production days can be full on and exhausting, as well as expensive. Time is money and it is important to maximise any opportunities you have to showcase yourself in the best light on the day, it’s not as simple as trying again tomorrow or next week as this might be your one opportunity. Get it right the first time.

TIME IS OF THE ESSENCE

Two key points – stick to a schedule and view lists as your best friend.

Have a list of all the shots you want/need to get. That way, if any unexpected problems arise you know where you’re at and what still needs to be done. It will help keep you on track. If time starts getting away, you could miss out on important shots, but if you keep to a schedule as best as you can, it will help ensure a smooth run on the day.

Another good tip – keep moving. If problems arise, find a solution. Your talent might show up late, or not at all, but this doesn’t mean you should just sit around doing nothing. There’s always work to be done. Refer to your list to keep you in check but be flexible and keep moving so you can get the rest of the shots you need or new ones that spring to mind.

COMMUNICATION IS KEY

Effective communication can make the world of difference whether a project involves a bunch of people or just two. It is important to have open communication with the crew, on-camera talent, and anyone else involved in the project so that everyone has an understanding of what you are aiming for, what they need to do, and what to expect. Don’t catch people by surprise by keeping quiet, and don’t sit back if you’re not happy with how things are going.

• This is the time to speak up, not when everyone’s packed up and left.

WATCH THE MONITOR

While it’s easy to watch what is happening before you with your ‘own eyes’, it’s important to note that’s not what is actually being captured by the camera during filming. Watching the monitor will give you the best indication of the footage you’ll see, because that’s exactly what is being captured. And given this might be your only chance to get footage, you need to be happy with what’s being shot because it’s not something you can easily change six months down the track. Remember, eyes on the monitor.

PAPER TRAILS

There is plenty involved with video production, but one of the most important things to do is ensure the paperwork is getting done. Quite often you’re working with unpaid talent and locations that don’t belong to you so it is imperative to have all the relevant release forms and documents signed, including any required permits to avoid any issues with filming. For example, you need permission to film at someone’s private residence, and even some public locations. You want to be prepared just in case someone shows up on set questioning why you are there or what you’re doing. You can put them – and yourself – at ease by ensuring all the relevant paperwork required is on set and can be pulled out to show those asking questions.

LOOK AFTER YOUR PEOPLE, AND YOURSELF

Filming days are generally long days. It’s not uncommon to do 10-to-12-hour shoots with early starts and late finishes, especially when you’re wanting to film at sunrise or sunset during the summer months. Ensure you provide a good supply of water, food and coffee to keep energy levels up. Look after the crew – and yourself – otherwise they start to fade and mistakes are made at your expense. Feed, caffeinate and hydrate.

And there you have it, our ‘must-knows’ that’ll have you well-equipped for a successful production day – go forth and shoot!

In summary, production day is an opportunity to showcase yourself or your business in the best possible light.  To make the most of the opportunity, being presentable, using initiative and your time wisely, being organised but flexible, communicating effectively, dotting your i’s and crossing your t’s, and coffee (lots of coffee), will work in your favour.

Here at redbikini we live and breathe all things video production, offering more than 20 years’ on-set experience. We are experts and passionate about what we do. From quick social, to web or online videos, training videos, animated videos, corporate videos, promotional videos, sales videos, product launch videos, event videos, and TV commercials to long form television programs and documentaries. You name it, we do it. A one-stop-shop, redbikini’s full service offering as a video agency includes pre-production, logistics, location scouting, casting, scheduling and more, and we’re only a quick phone call, or email, away from providing our expert advice and guidance.

We explore this aspect more in the next blog post of this 7-part series, as we enter into chapter five of video production:  Editing and Animation

Follow our blog to stay up to date with the latest from redbikini.

In previous posts of this blog series, we discussed the strategy and scripting stages of video production, (click here to read our previous blogs on how to attain video production success) and while it’s almost time to grab the camera and start rolling, there are still things that must be organised before the director can yell ‘action!’

In this blog we break down the importance of pre-production; the people and the roles required to make the filming process a success. After all, the show won’t go on without planning and practice – as well as a strong marketing strategy to pique audience interest. Naturally, there will be unexpected moments so being adaptable will work in your favour, but to ensure the smoothest run of events possible, organisation is key. Here’s what you need to consider:

PEOPLE  

There’s more to the video production ‘circus’ than just a trapeze artist being the wow-factor. It’s the behind-the-scenes action you don’t necessarily see, which helps make the show spectacular.

Who is involved, and what do they do?

Director: The ringleader of the show, the director makes the creative decisions and decides what the audience sees. Well-versed in the technical and visual aspects of making video, the director has to consider budget, strategy and scripting, and works closely with the client, and crew, which includes producers, camera operators and talent.

Cast/Talent: The cast and talent are the fire-breathers and trapeze artists of the production, bringing the script to life. The talent will vary depending on the type of video being made; for example, consisting of client staff and customers, members of the public, or professional actors. Video production companies such as redbikini can put out casting calls to scope talent from acting agencies and casting directors. With the director, producer and often the client present, a casting session can be arranged with a script reading to select the best cast for the video.

Essential liaisons + extras hands: Not every video will require a full crew, but those featuring live-animation and large or intricate sets, for example, will often require an art department to achieve the desired aesthetic vision. For music videos and voiceovers, sound production will likely be required for the best audio quality. Writers can assist or be in charge of the script, makeup artists and costume designers may be necessary for more theatrical productions, and production assistants are that extra pair of hands that help make lighter work, operating auto-cue or simply keeping everyone caffeinated to keep the day moving smoothly.

PLACES

There’s no circus without a striped tent, which of course means sourcing a location. The same goes for filming, and locations must be agreed upon and booked pre-production. This process can include:
Site visits: Scoping the location for any test shots required. In this process, if there is anything inhibiting filming ideas, it allows time to edit the script, find an alternative shot solution if necessary, or search for a different location.

Booking and permissions: Securing the location is crucial, as is getting permission to film there. Should you be using drone cameras, not only does your drone operator need to be qualified, you may also need clearance to film in the area.

THINGS

 From flame throwers to costumes, camera gear and thematic props, ‘things’ are that which will be present in the video production­– and again, these must be organised in pre-production. Think cameras and their corresponding accessories, lighting, green screen, wardrobe and makeup, hand-held props, auto-cue. Even catering gets a mention – it’s a big working day, and it is imperative to plan ahead so you’re not caught short.

Pre-production is the background hard yards that tie the strategy and script to production. Check out our favourite examples of what can be achieved through clever and thorough pre-production in our latest reel – featuring sky-high locations, animation, broadcast-style shoots, and more:

HERE From the Director to cast and everyone in between, redbikini’s talented team offers everything you need to create a professional, polished video. Whether you need a video production company to help you script, produce, direct, budget, cast, film, edit, or animate your video, redbikini can deliver a detailed strategy to lead you to success. Meet our Team here.

Check out the other posts in this blog series providing you with all the tools for successful video production. In our next blog about Production, we’re rolling — chookas!

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In the business of video production, many directors have had their say on the importance of the script. It’s The Script. If you can’t hear the capitalisation and italics when you say it out loud, you’re not placing enough importance upon this step; it’s the second essential step to successful video production. 

“You can’t fix a bad script after you start shooting. The problems on the page only get bigger as they move to the big screen,” says Howard Hanks. 

Alfred Hitchcock agrees, “To make a great film you need three things – the script, the script and the script.” 

Perhaps you’ve heard something to the effect of the Five P’s before: Proper Planning Promotes Phenomenal Production.

It’s true: before any video ventures are taken onboard, having a solid strategy in place is the crucial first step of seven. Its importance doesn’t have to make stressful or complex rocket science. Strategy, as we’ve devised it, is founded on two straightforward key aspects, as follows:

1. Determine your goals

It is essential you know from the beginning why you are making the video. Why walk down that path at all? We already know how well video content performs, so it’s time to cater it to you. This should be answered by your goals – or the question: what do you want to achieve with this video?

1. If your answer sounds like any of the following:
   • “To generate leads”
   • “To increase brand awareness”
   • “To make more profit”
   • “To increase engagement”

   Then the path remains dark, without direction.

   These goals lack drive, they are without strength. “Goals” like these are hardly goals at all; it’s money-out on wishful thinking, and likely to get you lost in a video-void black hole.

   Fortunately, we have a roadmap for a successful video production strategy starting point, illustrating the SMART goal structure. A SMART goal structure sets up your goals to be Specific, Measurable, Achievable, Relevant, and Time-bound.

Speaking of realistic, the goal you set needs to be Attainable. Ambition is always admirable, but there’s no point setting your sights on world domination by the time our next blog post is out, when all it will do is crush your dreams and your drive with the blow of inevitable failure. Keep your feet on the ground and be pragmatic in what is possible, and what is plausible. Increase website traffic by 12% in 12 weeks, increase brand awareness by 40% across Australia, world domination by the end of the year, after a few more tunnels, bridges and highways…

On the note of pragmatism — if it isn’t related to you, your field, and/or doesn’t benefit you, then… What are you doing in this tunnel? Any goal you set out to achieve must be Relevant. Make sure the conversation is about you, and not just about the latest trends. Having a relevant goal will reward you with relevant results, and increase your ROI. Unless you want to give away free money to entertain people — if so, your tunnel just became an escape room.

Finally, put your goal to a Timeframe. Since you have set a measurable goal, you have an idea of when it could be attained. When do you need your video to be made by? How long will the campaign run for? By what date to you want to have those goals met? If having a measurable goal gives you progress lights to guide you, having that end-date in mind is a light at the end of the tunnel.

A SMART video production strategy is a strong strategy: and a strong strategy is understanding and defining (as accurately as possible) what your desired outcomes are. Being able to articulate in detail what pertinent outcomes you want and are able to achieve in a specific time frame is the key. Articulate this key, and you can unlock the halfway door to your video marketing goal.

2. Explore your audience.

Now you’ve got your SMART goal organised, next you need to understand your customers, in all their different subsets. It is crucial you determine how they are different from everyone else, and how they are different from each other. Your target audience may be broad and share commonalities, or they may be as individual and niche as a multi-faceted diamond, requiring a bespoke, targeted approach.

Depending on how you need to reach your audience, your approach could look like one of the following:

• a 10-second vertical video campaign, specific for social media platforms on mobile to drive traffic to your website
• a series of TV commercials to increase brand awareness
• an engaging explainer video to showcase your product and services to call your audience to action, converting them to customers
• a combination of the above, specifically catered to your goals and audience subsets

Within this exploration of your audience, there is a key question you need to have answered:

What is a problem each subgroup of your customers face, for which you (your products/services) are the solution? 

With the key of the SMART goals and your understanding of what it is your audience needs that you provide, a video concept is beginning to take shape. The better your understanding of your audience’s pain points, the more effective and engaging your video will become – and that points your path in the direction of the light at its end.

We explore this aspect more in the next blog post of this 7-part series, as we enter into chapter two of video production: Scripting.

Strategy is the just the beginning of a successful video production: the foundation of the path. For our team here at redbikini, we’re passionate about the strategic video production adventure. If you want to have a conversation over coffee about your strategic direction, to understand your audience in-depth, or to refine your business goal with a cutting-edge corporate video production company, give redbikini a call today.

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You’ve traversed internet time and space to make it to this blog post, so the odds are you’re considering a corporate video production company to help you market your business, brand, company, product — or absolutely anything else.

A wise move: studies show a consistent demand and preference for video now more than ever (Hubspot, 2017). It’s a vast and exciting creative process, but it can also be a looming, twisting tunnel, with no known end in sight.

There’s no denying the prevalence of video in the 2020s. So, how is your video content performing in this over-saturated market? If you’re struggling to see results, need to clarify your video marketing goals, or just want to know more about what’s involved, then stick around; we’re doing a video production deep-dive, breaking down seven steps essential to a successful video production endeavour.

Perhaps you’ve heard something to the effect of the Five P’s before: Proper Planning Promotes Phenomenal Production.

It’s true. Before any video ventures are taken onboard, it’s important to plan ahead, and the best way to do so is by having a sound understanding of each of these seven steps, taking your video content marketing to the next level.

Step one: Strategy

It is essential you have a solid Strategy in place. An effective strategy is crucial in setting up the video production process for success from the beginning. The strategy stage looks at identifying SMART goals and the diverse subsets of your target audience, so that you may address each of them and their pain points, with you as their solution.

Step two: Scripting

The script describes the audio and visual aspects that the video will contain. This serves as both the creative and practical framework for your finished video, the part of the process where the storytelling begins and the concept is planned. Be it an information-heavy training video or a sharp and exciting TV commercial, a good video script will serve as the foundation for effectively translating the video ideas in your head to an as-realistic-as-possible fruition.

Step three: Pre-production

Akin to planning an event, the Pre-production stage covers the organisation of the people, places and things involved in the execution of Production. Director, producer, cast, production and camera crew, location, gear (cameras, lighting, green screen), props, wardrobe, catering. Anything that needs to be present in the video on the day must be organised in the pre-production stage.

Step four: Production

Production is where the rubber hits the road. The strategy sets up the script, the script sets up the video idea, the pre-production organises the production. With the strategy in place and the script front-and-centre in the production team’s mind, the filming process becomes painless.

Step Five: Editing and Animation

Depending on what needs to be done, this could be completed in a day, or take weeks – every video is different. Editing is where all the raw material is put into the edit suite to create the video detailed in the script. The Animation part of this step can be as simple as text graphics aesthetically superimposed over the footage in your brand font, or it can be complex 3D animation. Once the Editing and Animation stage is complete, we achieve ‘picture lock’, the cut of the video you approve of for the finished product. But it doesn’t end there.

Step six: Finishing and Delivering

Finishing is all about polishing the video. While the visual aspects of the video may be complete, it may require sound design, sound mixing, and colour grading, the importance of which we look into in this blog series. It is the step that takes your video to the next level as it gets closer to publishing. Delivering is where you get to see the changes made to the video since picture lock, before it is called the “finished product”. Changes can be made until you are satisfied with it, and then it’s ready for the last (and definitely not least) important step.

Step Seven: Distribution

Distribution is concerned with getting your polished video in front of the audience that you uncovered back in step one, Strategy. There’s little point investing in all those steps with a corporate video production company if no one is going to see your video. Organic traffic is your free audience, garnered through hard work, creativity, and your time, but an unreliable audience for ROI. Paid advertising optimises the placement of your content for your target audience, advancing your ROI for your video and driving the results you are going after by investing in video production. We look more at the merit of paid distribution in the final blog post of this series.

As we move through this blog series, we will unpack those seven steps essential to video production success even further. That is, Strategy; Scripting; Pre-Production; Production; Editing and Animation; Finishing and Delivery; and Distribution. If you want to unpack the anatomy of successful video content, learn more about your audience and how to make your video perform, then the secrets within this blog series await you.

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Every week for 7 weeks we will be releasing a one of the 7 steps.

Here are the sections we’ve released so far: