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Video Production 101

Video production can seem like a complicated process, but it is a simple matter of answering some key questions about your video project. Once you have those questions answered, you can begin on your production. Answering these questions is extremely important, because it will set the path of your entire video project and help make the process much easier for you. 

video production

Development and Research

Development and research is an incredibly important phase of the video production process. This is where you outline what exactly you are trying to accomplish, and how you want to accomplish it. This is the point where you begin asking yourself three key questions:

  1. What is the purpose of the video?
  2. Who is it for?
  3. What is it about?

The first question is a big one.

What is the Purpose of Your Video?

You are asking the question of why you are making this video. Are you making it because you want to tell a story? Trying to sell something? Are you trying to educate? There are many reasons why you will want to create a video, and understanding why you are making a video will make it easier for you to plan that video.

You define the purpose of the video because everything with your video should be carried out in an intentional manner. Without the purpose and without an intentional manner, you are going to go out and you are going to make mistakes. It is not about editing it out later, it is about fixing things before they happen. That is why you ask what the purpose of the video will be.

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It is also about reducing your stress. A good plan can help you relax, it can help you keep on track and it can help feel better about the entire video production.


Defining your purpose comes down to asking one key question:

I want my audience to [ __________ ] after they have viewed my video because I want [ _______________ ]. This helps you clarify why you’re making the video and also helps you choose a specific goal as your result. So, for example, you could say “I want my audience to subscribe to my channel after they have viewed my video because I want to grow my reach and audience.” That gives you your purpose and that explains to you what you should be doing with your video. You now know what you want out of your video and you can now move to the next step.

Who is Your Video For?

The second question is who is the video for. Do you want kids, adults, new immigrants and those interested in video games to view your video? This is vital to know. If you make a video for the wrong audience, the audience will not enjoy the video.

There is a story behind knowing your audience.

If there are three groups of people in a study, all taking part in a negotiation. The first group thinks about what they want to get and are feeling during the negotiation. So the second group thinks about what the other person was thinking and what their interests are. The third only gets a deal. The result is that those who think about the thoughts and interests of the other person are 50 per cent more likely to negotiate a deal that both parties were very happy with.


This is why you need to know your audience.


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Ask yourself who the audience will be and what they will expect from the video. If your audiences are students, then you will want something educational. You want to teach them something. When setting someone that’s looking to buy a new car as your audience, your video will need to show the person what car is right for them and why they should buy it from the company in the video. If your audience is someone interested in history, then history is going to be the focus of your video.

Target your audience and you will know your video and the steps needed to make it enjoyable and relevant to your specific audience. Know their interests, know what you want them to feel when they are watching the video.

What is Your Video About?

The third and last question is knowing what the video is about. This is an easy one because the video is about what you want it to be. If your video is about Canadian history, then that is what you focus on. A video about Canadian history is not going to have content about computer programming in it. Knowing what your video is about will keep you on track and keep you from straying beyond your chosen message. If you stray off message, the audience will not keep watching. You don’t want that.

What is your Call-To-Action (CTA)?

When people watch the video, what do you want them to do after the video? Do you want them to call you, sign up for a download, make an appointment, or buy something? This is essentially your call to action. It sums up everything that they just watched over the course of the video. The message you want to convey is at the end. Everything comes at the end of the video and that includes the action you want the audience to take.

Look at it this way. You have a video about the new Kia cars you have on your lot. You describe the cars, you describe the dealership and then the video ends. That is it. The audience now knows about you and what you sell, but you never urged them to do anything. You just cut to black and left them wondering. People don’t like that. Just ask anyone who watched The Sopranos ending.


CTA - video production

Instead, you want a video that talks about how great Kia cars are and how your dealership is the best place to buy Kia cars. Then, at the end of the video, you tell the customer not only why they should buy from you, but where you are, how they can contact you and then tell them to come today to get the best deal. This is what the audience needs. You need to tell them to do something, and that is your message at the end. It is your call to action.

It is vital if you want your video to be a success with the customer and for your business or organization.

Distribution – Where is Your Video Going to Live?

If you create the greatest video in the world and no one sees it, is it a success? Not really, it may be fabulous, but if no one sees then who cares? You wouldn’t write a book and stick it on a shelf expecting to be famous from it. That’s what online video (and websites) are like, you have to promote the finished product.

People want things to be easy. They want to be able to see something whenever they want, however they want. It is the age of digital information flowing freely to us, and you must make it easy for customers to see what you create.

Therefore, you need to decide what way you are going to distribute to prospects or customers. Are you going to put it on YouTube? If so, then you need to have a good handle on metadata, keywords and how to reach customers through YouTube.

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Social Media Distribution

If you are going to provide your videos to customers through social media or through digital means, then you need to make sure that you know how to reach them through proper advertising campaigns including Facebook Ads, Google AdWords and more.

Distributing properly will give you more bang for your buck. Advertising your bird sanctuary to people who hunt birds is not going to get you customers. Advertising to people who spend vacations bird-watching is going to give you a much bigger bang for your buck.

Know your audience, your message and know how you are going to reach them.

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