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Videos are a great tool in marketing. You can effectively frame a marketing video to save production time and maximize your final product’s impact. You can get the job done in 30 minutes through these ten steps.
WHY IT MATTERS: In the early planning stages, it is easy to over-emphasize talent and downplay production and promotion aspects vital for the outcome and required efforts.
You can frame a video well by focusing on these ten points in the first 30 minutes of your project.
A prevalent starting point. You have identified a person with high attractiveness that you want to capture on film. A good plan is to include all required talent:
- Speaker – executive, leader, subject matter expert.
- Co-speakers – for panel sessions, as a complement to the main speaker
- Host/moderator – Branded, professional, layman.
A good match and scheduling feasibility are vital for success. Most successes and failures happen here, so we tend to over-emphasize talent.
Define the audience you target to reach on a high level:
The target audience defines the right communication level and how much you can use non-public or customer-specific information. Postpone detailed persona descriptions to a later stage.
An exciting short film relies on three cornerstones:
- A new angle
- An overarching theme
- 3-4 topics/questions to discuss
Aim to nail at least two ✌️ if you plan to do a victory lap afterward.
⏱️ Duration for video deliveries
Set an initial direction of the length of the final product from one of four base durations:
- 1-2 min news clip
- 6-8 min interview
- 20 min panel for more than two speakers
- 45 min for deeper dives
This information is central for camera crews and speakers to acknowledge what they sign-up for.
There is a tight coupling between the final format and the required scripts. You can expect experienced speakers to be familiar with
- Keynote – scripted
- Interview – scripted
- Fireside chat – questions
- Panels – questions
This fact is also script writers’ best friend, as scripting and production of physical or digital Q cards vary with format type.
All involved have different understandings of what it takes to deliver excellent quality, and the span of options is large:
- Smartphone or a dedicated VLOG kit
- Single camera/sound/light set up, remotely operated.
- Single-camera wired or lapel microphones, and external lights managed by one person
- Multi-camera setup and dedicated picture, light, and sound crew
Your budget defines what is possible, and your judgment is vital to determine what is good enough.
The planned distribution, and lag between capturing video and showtime represent four options:
- Live, go live as it happens
- Live-on-tape is recorded slightly ahead and appears as if it was live
- Post-production before distribution is the only option where you make actual cuts.
- On-demand access for registered participants or a group served with an extranet.
- Open access to all on the internet from your site or via YouTube.
Combine the first three with the last two for maximum reach.
Treat all videos you create as a movie in need of movie trailers and associated promotion jobs where you choose between:
- own newsletter
- own social and employee advocacy
- customer or third-party newsletter
- paid social media
- digital advertising
Use paid where you have to broaden the reach of your channel and aspire to reinforce the first two gradually.
📃 Required preparations
The quality of your video productions depends on the quality of your preparations:
- One-page logistics brief
- Interview Questions
- Complete talk track
- Q cards – physical or digital
- Graphic overlays
- Films to include
Video is preparation intensive; expect these 7 to show up for any video you want to create.
🎳 Critical team roles
Creating video is a team work with many specific competencies in play:
- Project manager
- Production team – in-house or out-sourced
- Post-production – if needed
- Publishing and promotion
Expect a steep learning curve if you are new to video, and be diligent about capturing learnings between projects.
What do I do next: Craft a template you can use for your video projects and aspire to frame future projects in 30 minutes
Additional reading suggestions
- Video plan: The beginners guide to successful video pre-production [BLOGPOST] – by Matt Pierce
- [The] Ultimate guide to project management for video productions [BLOGPOST] – by Project.co
- Checklist: Determine the scope of work for a video production project [BLOGPOST] – by Jay Leonard