The first instalment in a series of posts aimed at demystifying the video production process for the uninitiated marketer.
So, you want to create video content for your brand.
When done well, video communicates ideas and feelings in ways that static marketing collateral cannot. The trick is to get your audience to watch them.
We are all bombarded with tonnes of information every day. For sanity’s sake, we automatically filter out the dull, irrelevant, and annoying content. Experts say that we either grab someone’s attention in the first 3 to 7 seconds or we get shoved aside.
Your role as Marketer makes you the Video Producer.
What does a Video Producer do?
Don’t be scared! The first image that most people get in their head (including me) is that of a huge film set with hundreds of people running around. Take a deep breath…If you can successfully run an integrated marketing campaign, you can produce a video. It’s a lot of work but you already have the all the skills you need!
Dictionary.com defines a Producer as:
3. A person responsible for the financial and administrative aspects of a stage, film, television, or radio production; the person who exercises general supervision of a production and is responsible chiefly for raising money, hiring technicians and artists, etc., required to stage a play, make a motion picture, or the like.
Video Producer = Project Manager
In this case, as the marketer, you will likely be responsible for the creative aspects as well; e.g. concept, messaging, style. To achieve the best results, no matter who is shooting and/or directing the video, you need to stay fully engaged at all stages: pre-production, production (on set) and post-production. A producer/marketer who is fully integrated into the production team will be more at ease with the process, get more for their money, and be happier with the final results.
Last but not least…HAVE FUN!
If you have some tips for marketers new to creating video content, please share in the comments below!
See the next installment is now available: Take 2: Idea to Screen
Looking for content ideas? See my post on Awareness Days for some inspiration!
© 2021 Tracey Copeland, Rolling Sands Consulting.