Video Strategy

Before you get started on pre-production, you’ll need to establish a plan. Having a clear strategy in place is essential for ensuring your video content aligns with overarching business goals.

Set clear goals, understand your audience, and decide which formats and distribution channels to include in your video production campaign.

Here are some questions to create clarity:

  • What is your video strategy and message and does it align with your business goals?
  • Who is the target audience?
  • Which platforms will be used for video distribution?
  • What kind of content will you create?
  • How will you define success?

The more specific about how you’ll measure success, the greater the chance you'll achieve your objectives. Some metrics can include total video views and shares, brand reach, any sales or new customer acquisition attributed to a video campaign, and more.

Having a clear goal for each video campaign makes it easier to determine the messaging, visual assets, and budget required to produce the video.

Pre- Production
Post- Production
DistributionAnd Promotion

Key steps:

Defining Goals and Objectives:

The goal for the project and outline the narrative. What is the core objective? How does this video help achieve a specific goal?

Rough budget and timeline: A big-picture overview of the project’s budget and timeline.

  • Timeline
  • Key milestones
  • When will you finalize the script?
  • Start shooting?
  • When will post-production begin?
  • What is your target date for this project to be completed?

Roles and responsibilities:

  • What are VCS’ deliverables?
  • What are the Client’s deliverables and how does delivery timing affect VCS’ production schedule?

Script and Storyboard.

  • Once the creative brief is set, you’ll need to put together a storyboard that outlines the key “plot points” in your narrative. While the storyboard serves as a rough outline, the goal here is to give all stakeholders a better sense of what the final project will look like.

Detailed budget and equipment list.

  • Determine what, exactly, will be needed to make this project happen and what it will cost.

Outlining the production schedule and shot list.

  • For live-action video, production schedules are a detailed rundown of how filming will play out the day(s) of the shoot.
  • If the video is not live-action, the production schedule will outline the timeline designers, animators, and editors need to produce a first rough cut.

This is the stage where the cameras are rolling. Production should include:

  • Set up and lighting. Before you begin shooting, you’ll need to confirm that everything you need is on-site and in working order and that hair, makeup, and wardrobe are in place if included.
  • Filming. This is where it all comes together.
  • Collecting B-roll & voice-overs. Detailed scheduling for capturing any supplemental “B-roll” footage and voice-over recordings.

Post-production takes all the raw film footage and sound recordings and brings everything together as specified in the Storyboard.

Key steps:

  • Editing. Editors will identify A and B-roll footage, trim footage into a raw cut, and add transitions that shape the narrative. Editors will work on polishing that raw cut into the final product and will perform tasks like applying color corrections, adding special effects, and lining up audio and video tracks.
  • Revisions. Collaboration between the client and the editing team is critical to creating an outcome with the greatest chance of success. During this phase, versions are approved or edits are requested until the video is finalized. The client will have up to three revisions as part of the agreed-upon budget.
  • Final approval. It’s critical that all stakeholders are involved in the Revision process to ensure a rapid progression to the final version.
  • Delivery. Once the final cut has been approved, it needs to be delivered to the right people in the right codecs. Here, you’ll need to decide whether you’ll deliver this in a cloud storage platform like Google Drive or Dropbox, via local storage, email, or hard copy.

Promotion will vary based on your content strategy and the goals associated with a project. Workflows often include the following steps.

  • Develop a plan for distributing content. Which channels will be used to promote the content? Will it be organic and/or paid campaigns?
  • Format content. Format video footage so that it fits with the standards of each platform.

Depending on where the videos will be promoted, the video may need to output in different lengths, aspect ratios, formats, and resolutions.


Find out how you can use affordable video ​marketing and production strategies to propel your business
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