In the past we’ve talked about the value of video content for your brand, and how it’s important to add video content to your social strategy, but when it comes down to the actual video content, it’s not simply a point and shoot situation.
It takes time to plan your video content and produce something of actual value and so when you distribute it, your audience will be excited to engage with it.
Step One: The Big Picture
- Will this be a one-off video or a series of videos?
- What is the direction of the video: interview, how-to, documentary-style?
- Is it long form or short form?
- What is your budget for the video production and editing?
- Do you have all the proper paperwork and rights for distribution?
Step Two: The Content Strategy
- Will the video be connected to a larger campaign such as an event or a launch?
- What will be the overall theme of the video?
- What are you trying to communicate?
- What is the takeaway for the audience? What do you want them to do or feel or think after watching it?
- How many formats will you need?
- Where will it be distributed? How will you get it out there?
Step Three: The Story
- Have you written a script for your video?
- Have you created a storyboard for it?
- Have you cast the people for the video?
- Have you found a location for it?
- Have you created an “alternatives” plan for location and cast?
- How many different ways can you shoot the video to keep it interesting?
Step Four: The Shoot
- Can you take photos and social video of behind the scenes while you’re there? (i.e. periscope with your iPhone while you’re shooting).
- Can you re-use the same location and cast a few times? (i.e. make the most of it?)
- Can you shoot extra footage? Having more is better than not enough (you can always edit later).
- Do you need to shoot something again? Don’t be afraid to do this, it’s your brand.
Step Five: The Editing
- Have you watched the B roll for extra content?
- Can you edit some extra formats? (i.e. short form clips for social posting)
- Are you there with the editor during this process? This is how the story can unfold, so be there to help.
Step Six: The Distribution
- Is everyone who said they would distribute playing their role? You’ve put time and money into this video so don’t be afraid to follow up and confirm their help.
- Do you have a social media distribute calendar ready? Make sure to post your video more than once on certain channels (i.e. Twitter, Instagram), as not everyone will see it the first time around.
- Can you let people see the full picture? (before, during, after)
Step Seven: The Afterwards
- Have you learned anything from this process?
- What worked well and what didn’t?
- What would you do differently in terms of the team, the story, the editing, or the distribution?
And something to keep in mind during the entire process is to be mindful of opportunities to extend the budget, especially when you’re on set. For example shooting extra shots such as B roll and taking photos will be worth it when you can extend that content later.