Our A-Z Guide to Video Production

Video content is an essential tool for businesses, creators, and storytellers alike. At its core, video production is about bringing ideas to life & engaging your audience.

We’ve created this A-Z guide as a resource to demystify some of the jargon & offer tips, best practices & some insider knowledge that we use to produce professional visual content.

A – Audience

Understanding Your Audience

Your intended audience should be the foundation of your video production efforts. Knowing who they are, what they care about, and where they consume content sets in motion everything that follows. You need to consider if they’re looking for inspiration, education, or entertainment (or a combination of all three)?

Why Audience Metrics Matter

By understanding your audience you can tailor your content, ensuring that your video is relevant, engaging, and effective. This includes choosing the right tone, style & distribution platforms for your video.

B – Brief

Creating a Solid Brief

A brief is the roadmap for your video production journey, and an essential document for the company producing your content. It’s where you define your objectives, key messages, target audience, and success metrics. A thorough brief provides clarity and direction, helping ensure that everyone involved in the project is on the same page.

Key Elements of a Video Production Brief

• Objectives: What do you want to achieve with this video?
• Target Audience: Who do you want to speak to?
• Key Messages: What are the main features / benefits you want to convey?
• Success Metrics: How will you measure the success of the video?

C – Creative

The Creative Process

Coming up with a solid creative idea is about crafting a concept that aligns with your brand, communicates with your target audience & helps you stand out in a crowded market. It’s the difference between a video that’s merely seen and one people remember.

Bringing Ideas to Life

This can involve stages like brainstorming, research, concept development, conducting surveys & data interpretation. It’s important to try to stay innovative and think ‘outside the box’ to create a concept that resonates with your target audience. Remember: tailored content will lead to better engagement.

D – Distribution

Choosing the Right Platforms for your Video Content

Once your video is made, distributing it across the correct / relevant online platforms will make a huge difference to the number of people that see your content. Platforms for video distribution include YouTube, Vimeo, Instagram, Facebook, X (formally Twitter), TikTok , email marketing, and your company website. Each platform has its own best practices and optimising your video for each will significantly increase its reach.

Timing and Scheduling

Getting your timing right when distributing your content is really important. Consider your audience’s habits and the best times to post to maximise engagement. Scheduling tools like Buffer can help automate this process and ensure consistent posting.

E – Engagement

Driving Engagement

Successful content gets engagement. Think about how your video will encourage likes, shares & comments. Engaging videos have relatable content & calls to action that prompt viewers to take action.

Measuring Engagement

Engagement metrics such as likes, shares, comments and watch time are indicators of how well your video resonates with your audience. Keeping an eye on these metrics can provide insight into what’s working and what could be improved on / developed further.

F – Formats

Selecting the Right Video Format

The format of your video – whether it’s a 30 second ad, a 2 minute explainer video, or a long form documentary piece – should align with your objectives and via which platform your audience will be viewing / interacting with it. Different video formats serve very different purposes & choosing the right one is crucial for your video’s success.

Format Considerations

• Short-Form: Great for social media, adverts (e.g YouTube pre-roll ads), website banner videos.
• Long-Form: Ideal for in-depth stories, documentary & educational content.
• Live Streams: Perfect for events.

G – Goals

Setting Clear Goals

Clear goals drive results. What do you want your video to achieve? Awareness, conversion or education? KPIs are your yardstick – whether it’s views, engagement or conversion rates. Set them early and review them often to ensure your video is on track to meet its objectives.

Tracking Success

Use analytics tools to monitor your video’s performance against your goals. Regularly review these metrics to refine your strategy and improve future videos. By way of example, with Youtube you can export viewing data to a csv file & analyse the data using Excel, Google Sheets, ChatGPT etc.

H – Hero

Highlighting the Hero

Every video needs a hero, be it a person, product or idea. This is the focal point of your story, the element that captures your audience’s attention and drives your message home.

Crafting a Memorable Hero

Your hero should be relatable and engaging. Whether it’s a charismatic spokesperson, a product / service you want to foreground or a compelling idea, your hero – and how you portray it on screen – is a key element to making your video memorable.

I – Ideas

Brainstorming Creative Ideas

The foundation of any good video is a great idea. Start by brainstorming ideas & filter down to the concepts that align with your objectives and will resonate with your audience. Research audience preferences, study what’s trending in your industry and look for ways to innovate.

Staying Creative

Creativity is crucial in video production. Keep your ideas fresh and original by exploring content across different media channels & experimenting with different formats.

J – Jargon

Understanding Video Production Terms

The video production industry has its own quirky language. On a shoot you’ll hear a lot of what might sound like slightly odd terms & sayings. We have a lot of shorthand phrases for different bits of kit, camera moves, lighting setups and more.

As a bystander you won’t need to understand most of the slang you hear on set, as any communication between the crew & client is translated into plain old English!

Some Key Terms you Might Hear

A couple of common bit of video production jargon that you might hear include:

• B-Roll: Supplemental footage used to add interest to a piece of content. Can include establishing shots of a venue / location or detail shots of a process to edit over an interview, for example.
• AutoCue: Refers to the equipment we can mount on the front of the camera to show the script to the subject being filmed.
• Shot List: A list of shots to be captured during filming.

K – Kit

Kit for Video Production

The right kit is essential for any video production. Choosing between the sheer number of variations of cameras, audio & lighting kit packages available these days can be daunting task. One of the benefits of going with an experienced production partner like Fettle is that we’ve been in enough different filming situations over the years to know what will work best on a shoot.

Choosing the Right Equipment

Investing in quality equipment such as current generation cameras, professional lighting & quality audio kit can make a significant difference in the final product. Always ensure the kit your supplier is using is up-to-date & suited to the specific needs of your project.

L – Lighting

The Importance of Lighting

Considered lighting is a critical element in video production if you want quality imagery in your content. The right lighting can evoke a mood, highlight a subject or focus attention. It’s important to understand different types of lighting for various settings and how to avoid common lighting mistakes, for instance inadvertedley mixing different colour ‘temperatures’ of light in a shot.

Types of Lighting

• Key Light: The main light that illuminates your subject.
• Fill Light: Used to reduce shadows created by the key light.
• Hair Light: A separate light source aimed specifically at the subjects’ hair to help bring it out from the background.
• Back Light: Helps to separate the subject from the background.

M – Music

Choosing the Right Music Bed

Music plays a significant role in setting the tone and mood of your video. Choosing the right background music can enhance the viewer’s experience and reinforce your message. There are a plethora of sources for ‘royalty free’ tracks – where you pay for a license to cover the intended use of your content & then don’t run the risk of copyright infringement by mis-using a commercial track.

Sourcing Music

Use royalty-free music libraries or hire a composer to create custom tracks for your video. Ensure the music aligns with the overall tone and message of your content & it will enhance the feel of the edit. At Fettle we use a library called Bensound.com, not because of the fact one of the owners is called Ben, but because it’s a source for quality music tracks!

N – Narration

Narration in Video

How you use narration can significantly influence how the message in your content is received. The tone, pace, and personality of the narration should match the style and purpose of your video, whether it’s informative, inspiring, or promotional.

Crafting Effective Narration

Work with skilled voice talent and consider the impact of different voices will have on your audience. An engaging narration can make your video more relatable and understandable. Try to avoid AI voice generators – despite all the hype they’re not up to the job of re-creating a human voice & you’re audience will be able to tell the difference. It comes across as cheap / cutting corners, which devalues content.

O – Organisation

Organisation is Key for a Successful Video Shoot

From booking crew to managing the rushes from a shoot, an organised production is a successful production. Thorough project management ensures that every aspect of your production runs smoothly and to schedule. This leads to better content, timely delivery & ultimately, happy clients!

Tools for Organisation

There are a number of project management tools you can use to keep track of tasks, deadlines and resources – at Fettle this is one of the things we use Miro for. We can ensure that, when needed, everyone involved in a production can see exactly what’s happening & when.

P – Pre-production

Pre-production Planning

Pre-production is the planning stage of video production & involves everything from creating storyboards and shot lists to location scouting and casting. This stage is crucial for setting a solid foundation for a successful shoot. Different types of content will need slightly different pre-production workflows, this is where an experienced production partner is worth their weight in gold. Proper planning reduces risk & will make for a smoother experience for everyone involved in a production.

Pre-production Stages can Include

• Storyboarding: Storyboards give you a visual reference for the script.
• Shot List: A shot list is a plan showing every shot you need to capture in order to ensure nothing is missed.
• Location Scouting: This is where you spend time finding the perfect locations for your video – this could be at a client’s premises, looking at different studio spaces or working with a location scout to find a private property to shoot in.

Q – Quality

Quality Content Helps You Stand Out

High production values will reflect well on your brand & show that you care about the content you put out into the world. Quality should be a priority at every stage of production, from the initial concept to the final edit.

Mastering Quality Control

There are a plethora of shortcuts that people think will save them time, but trying to rush a production can have a seriously detrimental effect on the content you get at the end.

Tried and tested processes and methods might seem inefficient to someone new to the industry (or a client ‘looking in’), but a lot of the time the tools to automate certain processes – in Post Production for instance – are taking a ‘best guess’ at what the outcome of a process should be.

Take, for example, using an ‘auto’ function to colour grade a shot. Yes it’ll adjust exposure, contrast, highlights etc, but it can’t read the scene, and ultimately won’t know if there’s something to emphasise or specifically correct to make a shot look good & work…

R – Resolution

Understanding Video Resolutions & Sizing

Video resolution refers to the number of pixels that make up a frame of video. Common resolutions include HD (1920 * 1080 pixels), 4K (3840 *2160 pixels) and nowadays sometimes 8K (7680 *4620 pixels). Simply put, the higher the resolution of a frame means more pixels making up the image. Higher resolution images therefore have larger data rates in order to contain the amount of information present in the image

Choosing the Right Resolution

Consider the platform and purpose of your video when selecting a working resolution for a project. For instance 4K delivery is ideal for Ultra High-Definition broadcasts or cinema, while HD may suffice for online content. Controlling the data through a project has an impact on how you capture the content & then getting it through the post production process.

S – Scriptwriting

The Art of Scriptwriting

Getting the script right gives you the foundation of your video’s narrative. A well-crafted script provides a clear direction for your content, ensuring that it conveys your message effectively and engages your audience.

Tips for Effective Scriptwriting

• Keep it concise: Avoid unnecessary details that could distract from the main message.
• Be engaging: Use storytelling techniques to keep your audience interested. If you’re serious about learning more, Robert McKee’s book Story is a great read.
• Align with your brand voice: Ensure the script reflects the tone and style of your brand.

T – Team

The Importance of Collaboration

Quality video production is a collaborative process & the right team makes all the difference. From the Director to the DOP, the Runners to the Editor, every role is crucial in bringing your concept to life.

Building a Strong Team

We choose team members who are not only skilled in their craft but are also ‘team players’ & easy to work with. A cohesive team can significantly enhance the production process and the final product.

At Fettle we have an extensive ‘little black book’ of industry contacts we can call on to fill different roles in our projects. Being able to cherry pick the best & most relevant talent for each project helps us be far more effective for our clients.

U – User Experience

Enhancing User Experience

In this context, user experience (UX) involves making your video easily accessible and enjoyable for all potential viewers. This includes adding features like subtitles / closed captions & audio descriptions to increase accessibility and broaden your audience.

Why UX Matters

A positive user experience can increase viewer retention and engagement, making your video more effective in achieving its goals. Always consider the viewer’s perspective when working out how to best distribute your video.

V – Visual Effects (VFX)

Introduction to Visual Effects

Visual effects (VFX) can add a whole new dimension to your video, making it more visually appealing and engaging. Whether it’s subtle enhancements or full-blown CGI elements being added in, VFX can help your content stand out.

Using VFX Wisely

While VFX can be an impressive tool, it’s important to use it wisely and ensure any adjustments or additions serve the story rather than overshadowing it. Work with a company like Fettle who’re experienced with VFX & Graphics work to achieve the best results.

W – Workflow

Streamlining Your Workflow

Simply put, a clear and efficient workflow ensures that your video production process runs smoothly. From pre-production to production & post-production, having a structured workflow makes things efficient, reduces potential errors / mistakes along the way & elevates the quality of the final product.

Workflow Best Practices

• Plan ahead: Anticipate potential challenges a project might encounter and plan accordingly.
• Communicate effectively: Ensure all team members are informed and know what’s expected of them.
• Review regularly: Conduct regular check-ins with key key & stakeholders throughout the process to keep the project on track.

X – ‘X’-Factor

Finding the ‘X-Factor‘

No, we’re not talking about the TV show!

The ‘x-factor’ is what sets your video apart from the rest & makes your message memorable. It’s the elements that make your content memorable and compelling, whether it’s an innovative concept, a powerful story or stunning visuals.

Incorporating the X-Factor

To find your project’s X-Factor, think about what makes your content brand / offering unique and how you can highlight that for a video. Don’t be afraid to take risks and try something new!

Y – You!

Your Role in the Production Process

Yes, you! Your involvement is key to the success of creative content that your business commissions. The best content comes from a strong collaboration between the production company and the client. Your input and feedback are invaluable in ensuring that the final product meets your vision and objectives!

How to Be Involved

Be clear about your expectations, provide timely feedback when requested & stay engaged throughout the process. Your passion and commitment for the brand you’re representing can make a significant difference in the outcome of the project.

Z – Zoom

Mastering Video Conferencing Tools

Zoom (and other video conferencing tools) have become integral to the production process, especially in the planning and review stages. Whether it’s a pre-production meeting or a live-streamed event, mastering these tools is now very much part of the creative process.

Using Zoom Effectively

Ensure you’re familiar with the platform’s features such as screen sharing, recording, and breakout rooms. Good preparation can make virtual meetings more productive and help keep things on track.

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