Yoco recently launched its first full product video with the help of our agency MADE. We’ve also put together a few in-house videos thanks to Yanick, our resident rock-star tuned video and events marketer. To say we’ve learnt a lot from the process is an understatement. We’re really excited to share these learnings with you. Whether you use an agency for your video, do it all in-house or get a few freelancers on board these are the key things you need to be prepared for.
1 : Decide on the point of the video
The best videos are clear and to the point with one or two key take away messages. To help you through this process take a few things into consideration:
- What would help your business grow the most? Is it raising more awareness for top products? Increasing conversion rates on your website? Maybe it’s re-engaging with your existing customer base or maybe it’s reaching out to an entirely new customer base.
- Who is your audience and how much do they already know about your product? Are they old, young, male, female, existing customers or new customers?
- What channels will you be sharing your video on? Youtube, Email, Facebook, your website?
- Great ideas come from unexpected places and people. Talk to everyone about what you’re doing and what you’re trying to achieve and see what response you get.
*Tip: Brainstorm and brainstorm some more.
2 : Pull your ideas into a storyboard and get the team together
The purpose of a storyboard is to quickly (and cheaply) document the flow of the video. If you can, get a producer and creative director involved at this point as they will have the desired experience and vision to bring the idea to life. This is where you start to see what resources you will need and how long the video could end up being. The easiest way to story board is to simply draw it out on paper. However, if you feel your doodles aren’t up to scratch and you want to make your storyboard a bit clearer check out this online platform called “Storyboard that.”
You also need to decide on your copywriter at this point if you plan on including speech in your video.
3: Get your equipment, props and permits
Equipment: At this stage, your chosen film crew will sort out all the equipment you need. Depending on the desired quality, specifications, and budget, videos can be filmed on cameras ranging from smartphones to a ‘Red Epic’ that’s worth a mere R100000. Lighting and tripods may also need to be catered for so make sure you factor this all into your budget.
If your video doesn’t show people talking you can get away with recording the voice over later in a quite space with proper equipment. BUT If you’re going to record it live then and there make sure you have a directional microphone in place and don’t rely on the camera’s mic. Here’s a useful toolkit article to help you sense check things.
Location: Sort out an effective location for your shoot. The Yoco video was filmed in a studio we used paper roll backdrops, changing the colour for each scene. However, if you are not shooting in a studio check whether or not you will need a permit for filming. You usually only need a permit if you’re going to cause a bit of a ruckus in the area by stopping traffic or running cables where there shouldn’t be cables. If you’re filming in Gauteng check out these guidelines and for Cape Town shoots, read this.
Props: If you need props first check your house and ask your friends. If you don’t find what you need the internet has everything. Check out websites like propstarsevents.com
4: Get your show on the road
If you’re using a videographer then at this point you should probably just get out the way, to be honest. Maybe bring snacks and be there to clarify questions. But if you’re braving the film world hands on then spend a little time planning your camera angles. Don’t try and go too fancy with too much panning or zooming. A steady clear video will work best. For more tips on filming check out this article.
5: Make your edits and bring it all together
At this point, the final stage of the process, the video is in the hands of the editor. You will receive draft versions to provide feedback. To avoid an extensive ‘back and forth’, make sure you know what you would like to see from the beginning of the video-making process and have all the shots/sound recordings that you need for the edit. Some things you just can’t go back and change.
*Quick tip: if you find yourself in a bit of pickle and really need scene-setting footage you didn’t get you can always check out stock videos sites such as Beachfront B-roll.
You may also need to add in background music at this stage. Not every video needs music but if done right it can make your video a lot more captivating. If you haven’t been taking music lessons from the age of 3 and can’t write your own stuff check out the following sites where you can buy music:
*Warning* Using well know songs from your favourite artist may be tempting but these tracks are copyrighted and when you upload your video to Youtube they will probably kick it off and threaten to tell your mom.
6: Remember to have fun with it
Some parts of making a video will be stressful and mundane but if you keep your sense of humour throughout the project we assure you, it will go a lot easier.
Hit play to see the full behind the scenes video from our “What is Yoco” shoot.