Videos are everywhere on the web. From silly cat videos to thought-provoking short documentaries, they’re are an essential part of digital communication. Although most videos are seemingly simple, professional videos take time, effort and money to make. Here are four questions to ask yourself before diving into a professional video production.

Why video?

Is the story or issue you want to film inherently visual and interesting enough to hold someone’s attention for 30 seconds or longer? Or is there a simple way to make it visual and interesting? If not, your story or issue might be better expressed through pictures, graphics or as an audio or written story.

Who will help me with this?

If you have the skills, you can produce a video on your own. But for the most part, collaboration leads to a better end-product because you can share duties (giving you more time to focus on specific tasks) and you can bounce ideas off each other. Typical roles in a video production include:

  • Director – This person is responsible for carrying out the vision for the video. As the project manager, the director has the final say – in collaboration with the client and other team members, of course – regarding what to film, which equipment to use, what script will be used for editing, which scenes should be used in the video and more.
  • Producer – This person researches the issue to be filmed, finds visually pleasing locations to film, creates shot lists and schedules all the shoot times. Sometimes the producer also writes the script that the editor will use.
  • Videographer – This person films all the interviews and B-roll and works with the director to decide what should be filmed and how.
  • Editor – This person is responsible for weaving together interviews, B-roll, audio, graphics, text and music to create an eye-catching video. Editors often see connections between seemingly disparate scenes and edit them together in surprising ways, like in this short video at the 2:58 mark.

How much time do I have?

You will need to be super-organized to make a video happen. A well-produced 30-second social media clip of an interview with someone could take about six-and-a-half hours to create, starting with identifying the right person to interview. You will likely manage many lists and a calendar or two to ensure you and your team are on top of every part of the production process, from finalizing shoot dates to transcribing interviews (here’s why that’s important) to coaxing colleagues to give you timely feedback on a script.

What’s my budget?

Be prepared to invest quite a bit of money into your video. Exactly how much depends on many factors, including the type of video, number of people interviewed, number of locations, music licensing and more.

Ready to talk video? Contact Emily at to get started.  We look forward to helping you with all your video needs.

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