As more companies become interested in the opportunities represented by creating their own web video content, many are quickly learning that this is a far more complicated matter than they first assumed. While many seem to be under the impression that producing successful web videos is as simple as pointing and shooting with some low budget hand cam, those who have tried it can attest to the often unsung intricacies and subtleties involved in an effective web video production campaign. Those who have worked at creating their own video content can also corroborate the potential for these efforts to meet with disaster if companies don’t know what they are getting themselves into. To help beginning producers avoid meeting with such failures, here is a look at five guidelines for averting these disasters.
The ultimate objective of any web video effort is to reach a certain target audience with a specific message. With this basic goal in mind, producers will need to begin by asking themselves who this audience really is, what their needs are, and what they serve to get out of these videos. While this can take a great deal of time and analysis, it is also important to remember that the longer the time spent creating these videos, the more resources are being dumped into them as well.
Companies should also determine what it is they will need when it comes time to actually film and cut the video. Many would suggest that this is a far simpler issue than most would make it out to be, and that highly successful web videos may still be shot on camera phones and cheap camcorders. However, the obvious quality of a video plays a big role in the impact that video will have on its audience. If a video appears cheap, it is far more likely to meet the viewer’s disapproval, with both the video and the company being overlooked in the future.
As much as companies may want to take on these production efforts all by themselves, if they hope to meet with any real success at the start, as opposed to going through various cycles of trial and error, producers should really consult with professionals in this field at a professional video production company. Even if hiring such a team isn’t a possibility at the moment, beginning to develop relationships with professionals in this field could certainly prove useful in the future.
Before they even begin filming, producers should make a decision as to how they intend to edit this footage once they’re done shooting. The editing process may not have to be a complicated one, but rather could consist of adding photos, graphs, etc., adding music, adjusting audio/visual settings, or any number of other minor modifications. This will either require a professional editor to be hired, a volunteer to be found, or for someone on the production team to be trained in the subject.
Finally, every aspect of a successful video production effort requires practice. Those acting in the video will need to practice developing their onscreen presence and rehearsing their lines; cameramen will need to practice handling the camera to avoid making the video shaky and difficult to watch; and editors will need to learn their skills as well. Just keep in mind that even the professionals started out as novices at one point. and that to grow in these fields, just like any other, will require the gradual development of skills and confidence over time.