Video can help tell your brand’s story unlike any other medium. Sights, sounds, and words come together to create an expansive view for your audience.
It’s also true that video is more accessible and affordable—along with faster to produce—than ever, thanks to smartphones and software advancements. But the proliferation of video content has made it harder to create work that stands out.
Read on to discover how to align video with your larger brand strategy and get the most out of what you capture. Plus, unwrap a special gift from us to you: our video production quality cheat sheet.
Framing the Shot
Before you develop a storyboard, draft a script, or touch a camera, determine the purpose of the video. What’s the why and how does this video support your core value proposition as a business or organization? Understand your audience, identify the moments that matter, and determine how video fits into your larger marketing strategy. Only then can you create meaningful video.
Creation NOT Consumption
Capturing, producing, and editing take time and resources. And, more times than not, a lot of great footage doesn’t make the final cut. But that doesn’t mean it needs to go to waste. Work smarter not harder when it comes to promoting and repurposing the work.
Organize your footage and conduct regular audits to pinpoint pieces of video to leverage for specific situations. Something as simple as pulling interview transcripts or cataloguing shots can help you repurpose that material down the line.
View all your captured footage as fabric. Now, imagine all the different items you could make with that fabric.
- Use snippets to feature on social media.
- Pull specific interview excerpts to humanize your messaging.
- Create smaller videos from surplus footage to align with different themes and company values.
Horizontal or Vertical Video?
The short answer: both.
Our video team plans and shoots with both horizontal and vertical in mind. While larger productions almost always call for horizontal, digital ads and social media require a vertical or 4:5 format (think Instagram).
Video Quality & Length
We shoot almost everything in 4K to ensure the highest quality, versatility, and functionality. This allows you to get the most out of your footage without sacrificing the look and feel.
As for video length? Well, it’s often dependent upon platform usage. We typically work in 15-second, 30-second, and 1-minute increments to align with digital and social requirements and remain cognizant of attention spans. With that said, a great story commands attention; so, while most of our videos don’t go over three minutes, we don’t want to lose the story. There is room for longer video.
Our Video Production Quality Cheat Sheet
We’ve covered options for formatting, quality, and length. There is a time for sheen and cinematic video. And other times, organic, less-polished video can have a bigger impact. Now, how do you determine what’s appropriate for your project? Use our video production quality cheat sheet.
Ready to bring your video to life? Connect with us and let’s capture the moments that matter for your brand.
