The Video Production Process and YOU!
From Script to Screen: Understanding the Video Production Process
Video production can either seem really overwhelming or incredibly simple and dumb. It can kinda be both! So we’re going to break it down to its main components so it’s easier to understand. These steps apply to pretty much any kind of professional production — commercials, social content, events, etc.
Here’s a look at the video production process from start to finish.
1. Pre-Production: Laying the Foundation
The pre-production phase is where the groundwork is laid for the entire project. It is the single most important step in the entire process!
This stage involves:
Defining Goals – What will the video(s) be used for? Who is/are the target audience(s)?
Budgeting – Determining costs for production elements such as talent, locations, and equipment.
Scripting & Storyboarding – Once we establish the goals, demos, and budget, we write the script and craft the storyboards/moodboards so we know exactly what we’ll be shooting
Casting & Location Scouting – Finding the right talent and the perfect locations to tell the story and get the vibe right
Scheduling – Planning shoot dates, organizing logistics, and ensuring all elements are in place before production begins. This is also when we find out what snacks people NEED to have on set to function.
2. Production: Bringing the Vision to Life
This is where all the planning pays off, and the actual filming takes place. Key aspects of this stage include:
Lighting & Camera Setup – How you light the scene and where you place the camera are what will either make your video look like a Hollywood blockbuster or the $5 bargain bin DVD at Walmart. No disrespect — some of my favorite movies have been found there. But they wound up there for a reason…
Audio Recording – Do you want to sound professional or like a 2006 YouTube video?
On-the-Spot Adjustments – Adapting to unforeseen challenges, such as weather changes or technical difficulties. Production is always crazy and goes moment to moment, so a good team (like us) is not only prepared for, but adaptable in, any situation.
3. Post-Production: Editing and Enhancements
They say there are three films — the one you wrote, the one you shot, and the one you cut. The post-production phase is where the real magic happens. It involves:
Video Editing – Cutting and assembling the raw footage to build the story.
Color Correction/Grading & Visual Effects – Making the visuals pop — color makes everything memorable. The VFX, overlays, and transitions are what give the footage rhythm and flow so viewers are compelled to follow along.
Sound Design & Music – From adjusting audio levels/EQ to adding little sounds that build the world out, sound design and mixing are what keep people locked in. Music choice is also crucial — don’t just go with what’s trending!
Motion Graphics & Animation – Motion graphics have become THE thing that catches peoples’ attention. Whether it’s simple dissolving titles in a profound documentary or insane Y2K Microsoft Paint titles in a music video — how you approach the text and animation sets the tone for the whole piece.
4. Distribution: Sharing Your Video with the World
Once your video is finalized, it’s time to share it with your audience. Consider the following distribution strategies:
Website & Landing Pages – Embedding videos to enhance user engagement and SEO.
Social Media Channels – Optimizing video formats AND CONTENT (very important) for platforms like Instagram, Facebook, LinkedIn, and TikTok. BIG REMINDER HERE! Things that work on one social media platform may not work on others. An aesthetic cutup for Instagram will bomb on TikTok and that talking head interview that’s relaying expertise will not kill it on Facebook but will do great on LinkedIn. This is why discussing your goals and content in the prepro stage are so important!
Email Marketing – Including videos in email campaigns to boost open and conversion rates.
YouTube & Video Ads – Utilizing YouTube and paid advertising to reach a broader audience. No one likes to pay for advertising but it’s the most effective way to gain quality views that you need to show to the board the next time you need to up your marketing budget!
Conclusion
The video production process may have multiple moving parts, but with careful planning and execution, you can create high-quality, engaging content that meets your marketing goals. By understanding each phase of production, you’ll be better equipped to work with a video production company.
CORRECTION: By understanding the each phase of production, you’ll be better equipped to work with the only video production company you’ll ever need — Itchy Palm Pictures.
