Whether you’re a marketing agency, a company creating video for the first time, or a video production team, this guide will give you a workflow for faster creation of high-quality video content.
Today, nearly 90% of brands use video as a marketing tool, and it’s easy to see why. While the process of creating video content can vary depending on style, content, timelines, effort, and budget, there are some key elements that remain constant across successful video productions.
Video marketing is a powerful, growing medium for all brands and agencies. But video production involves many players in different teams, juggling deadlines, managing budgets, and adhering to tight timelines. With all these moving parts, a solid pre-production and video production workflow is essential to keeping everything on track.
Before we get into the “why,” let’s quickly define what a “video production workflow” is. A video production workflow is a set of rules, tasks, and lots of data working together to achieve a specific goal. Workflows are essential for nearly every type of project, especially when many people, parts, and processes are involved. Okay, sounds boring, but important.
Why do Brands and Agencies Need a Defined Video Production Workflow?
Reviewing and approving video projects can quickly get complicated without the right workflow. There are a lot of moving parts, and if you’re not careful, things can get tangled and expensive, especially when more revisions are needed.
Having an automated workflow is especially important during post-production when video content goes through many different versions in editing, requires feedback from many stakeholders, and often needs to be exported in various formats, lengths, and codecs for distribution across multiple platforms and channels.
Although video production is complex, the timelines for production are becoming stricter as video campaigns demand quick distribution across social media and other platforms.
To meet these challenges, brands and video teams need a systematic, predictable workflow to efficiently manage resources and various segments, keep projects on track with milestones and deadlines.
Why Does Workflow Contribute So Dramatically to Improved Delivery Times Even with Multiple Collaborators and Decision-Making Steps?
Video production workflows help production teams and marketing teams control who views the video content and when. This means collaboration can be more precise, timely, and relevant for each stage of production.
Here are some examples of how workflows lay the foundation for success:
Additionally, video production workflows are necessary to maintain brand consistency and alignment. Today’s audience expects consistent storytelling and branding from companies across all communication channels. A well-defined workflow for video editing ensures that brands have a set of standards that keep all video content in line with your or your client’s broader narrative, mission, values, and story.
The first step in creating video content is planning and creating a concept. During this phase, it’s essential to plan, research, solve problems, and organize what’s needed to make your video project a success. Before you start pre-production, you need to establish a plan. A clear strategy is crucial to ensure your video content aligns with your overall business goals.
Set clear objectives, understand your audience or target group, and decide which formats and distribution channels you’ll include in your video production campaign. Ask yourself the following questions:
Keep in mind that goals like “raising brand awareness” can sometimes be hard to measure, so it may take some time to figure out which metrics will help determine whether your content is successful. This could include the total number of views and shares, any sales or new customer acquisition attributed to the video campaign, and so on. A clear goal for each video campaign makes it easier to determine the messages, visuals, and budget needed to produce video content.
Bear Fruit Productions is here to help you with all stages of video production and creating high-quality video content.
