How to: Create an Online Video for your Website

08 May 2011  |  Video Video Production

A well produced web video is a great way to get your point without having to rely on long realms of text.

Whether it’s a quirky animation, a corporate interview with the CEO, or a tutorial, there are many things to consider before getting started. In order to stand out, your video should inform, entertain, communicate the quality of your brand and above all, get your message across in order to generate product sales or leads.

Many of the tasks below will probably be performed by your production team, but having insight into the process will empower you make better decisions and will help you save costs.

1. Pre-production
This is the less glamorous part of the process, but spending time on this task ultimately results in a more organised shoot with a better outcome.

2. The Script & Shot-list
The script and shot-list should preferably be finalised before shooting begins, and should carry the overal tone and style of the brand or company. Shooting without this kind of preparation is really difficult.

For interviews it is a really good idea to have a shot-list of related cut-aways to allow for editing of different parts of the interview together. A list of interview questions or points should always be on hand to prompt the subject.

We find a 3 column document with voice-over script in column one, titles in column two, and the video shot in column three, works great as a shot-list format. Some companies may also sketch the different scenes in the shot list to help on the shoot day.

3. The Shoot Day
When the shoot day looms equipment should be thoroughly checked, batteries must be charged and the crew should be early for setup before everyone arrives. For the shoot setup the following should be considered:

Cutaways are also important and allow more flexibility in terms of shot selection in the edit. Shots of related material (such as closeups of the product you are reviewing) help disguise breaks in the footage or bad takes and also allow a more interesting final production.

Format should also be considered and you may want to shoot in high definition despite only need standard definition to ensure you future-proof the production for other display types.

4. Post production  & Editing
Now we head to the edit suite for the real magic. For web video the two most popular editing packages are Final Cut Pro and Adobe Premiere Pro.

Make sure you have the correct balance of branding in your video along with your website address or call-to-action at the end.

Some important editing considerations are:

Once your video has been uploaded, make sure it gets the viewership that it deserves with promotion on your social media platforms, via your email newsletter, and on your website. Great web videos lend themselves to easy sharing online especially if they are entertaining and informative.

Regular videos on a specific topic can also establish your company as a leader in that field and can build a community of viewers who regularly return to your website for more advice. It’s also important to create a formula that your viewers enjoy and is cost effective to roll-out for each video you create to ensure maximum benefit for you and your customers.

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