How to Plan and Shoot Video Content on a Budget
Planning: Your Audience
When your thinking about preparing video content for your audience the first thing is to identify who your audience is.
These are just some of the questions you need to ask yourself when you are identifying your audience.
Pretend this is your next door neighbor and give them a backstory. Write it all down, see the words, and look at it constantly.
This will make it easier to fine-tune and craft your video content for the people you want to hear what you have to say.
When you have a problem or need some answers you just ask google.
Google then gives you the most relevant answers it thinks you’re looking for.
This is valuable when planning your video content, being able to sit in the shoes of your audience and provide solutions to their problems will give your content an edge.
That’s because they what to know what you want.
Get some outside perspectives, ask your friends, family, or even complete strangers what they want.
It doesn’t hurt to ask questions, even if they aren’t the right ones. Of Course, not everyone will give you valuable information but it will give you the opportunity to remove the unnecessary information and focus on the important aspects of your video content.
Without an audience what’s the point of making content?
Focusing on the external aspects of planning and producing video content is important but at the end of it all, you have to know what your personal intent is.
Without it, you might as well be flying blind.
Now that we’ve identified who your audience is, what they want, and what you want from them, we have to think about how can we get to them.
Are they social media heavy? Do they spend hours on YouTube? Are they readers? Research plays a key role in understanding your audience.
If you haven’t figured it out by now, the devil is in the details. If you don’t have information on something like the age group of your audience how do you expect to relate to them?
“What social media platform do you spend the most time on” can help you decide whether to make a 1 minute video for Facebook or a 30 second video for Snapchat.
Ask questions, get answers, adjust, modify and make the changes you need and you will get farther than you were yesterday.
Planning: Your Goals
The point is to clarify in specific realistic details what you want to happen once your video content is published.
If your goal is to boost brand awareness how can that be realized with a tangible outcome?
Set a minimum goal of reaching 200 people and you can track that by the number of views, likes, and subscriptions.
Included a link to your website?, tools like Google Analytics can track how many people visit your site, how long they stayed, and even how many subscribed to your email newsletter if you’ve got one.
Now whether your message is to buy a product or generate demand for a service the point is it will show you where you do well and where you need improvement.
YouTube is the leader, by far, in video sharing. With YouTube you measure Key Performance Indicators (KPI’s) with the number of sharing views, likes, shares and subscriptions.
And most importantly you want to put a time frame on your goals.
For example, after you distribute your video to Youtube, from the small group of people you may know getting 500 views in 5 days is something attainable.
Don’t assume that since your goal was met in the span of 24 hours that it means you can automatically aim for 1 million views.
Keep it achievable and yes be ambitious, set goals that scare you but don’t be delusional.
The team at Think with Google put out a great article that you can download about Key Performance Indicators and what to expect with your digital media content. Check it out here.
Planning: Your Message
Basically, what do you want to say to your audience? Do you want to tell them about the benefits of a product? How about how a specific service helped you in your everyday life.
For example, your video may show you explaining a service but the message could be something like “this program can help you save thousands of dollars a year.”
You want the core message of your video content to be precise and direct because having too many messages in your video can confuse your audience.
Now if for example, your audience is fresh out of college men and women looking for a job within their major. You would then build your content in a manner they could relate too.
Now you have to craft a message that would appeal to your audience of “fresh college graduates.” what would you tell them, how would you tell them, and maybe, more importantly, why would they care?
We know from earlier that we are targeting the 18-25-year-olds but as we craft our message we are trying to identify a specific segment of those 18-25-year-olds that are college graduates in specific fields.
This allows you to speak directly to a specific group of people who can utilize your service.
Want them to subscribe? Visit the website? Maybe you want them to follow your social media.
Like, subscribe, and share is the likely things you’ll hear at the end of a video especially with Youtube personalities.
Some even start the video off with that. It goes without saying, reminding your audience to follow what you do goes hand in hand when you distribute your video to the masses.
This is where you want to make sure there is substance to your core message. Let your audience in on a secret, inform them about something they didn’t know, help them solve a problem.
If your core message doesn’t provide any function to your audience they won’t stick around let alone stay up to date with what you do
Been spending a lot of time team building and organizing events, let your audience know for example “the secrets to effective team building and organizing events in just 2 minutes”.
Give insight, solve problems, provide help to those that need it. Make your core message clear and specific.
You would be surprised how many simple things people don’t know how to do.
In the planning process, things need to be thought out and reviewed before setting it in stone. You have to ask yourself why is your core message important?
Bouncing back and forth trying to figure out why your content is important to you and your audience will disrupt the flow and ultimately prolong the production process.
Iron it out, shake it up and do it again.
So why would they?
The human element makes a difference, feeling like someone can relate on a deeper level with your core message will make authentic viewers.
Planning: Your Timeline
Although this may seem obscure, putting your creativity on a timeline makes you better.
Pressure can either bust pipes or make diamonds. You are more likely to complete a task when you know there is only a finite amount of time.
Not to mention completing tasks on a time limit will speak volumes as to what you are capable of.
When everything is on a schedule your time is precious, minutes cannot be wasted.
Plus, the added bonus when a project or task is within a specific window of time priorities begin to emerge, your choices become specific and nonessential activities get moved to the side.
Don’t let things pass, an “I’ll get it done tomorrow” type of attitude is a horrible habit to start and almost impossible to get rid of.
Get it done now and don’t leave till its complete, taking breaks is fine but that as well should be on a time limit.
Move on to the next and come back to it when you’ve been able to step away from the thought for a second.
If you have a regular job and a task was given to you to complete within that time frame the expectation is to complete it in those 8 hours.
Missing the target once may be tolerated but eventually, you would be replaced with someone who can do what you can’t.
And let’s be clear, time is a valuable resource.
Planning: Your Creative Approach
When you think about all the great videos you watch on youtube you think about the reasons why you like those videos.
Maybe it was the way the video was made, the look and feel of it, or maybe the content in it.
Sometimes the video itself was so compelling you’ve watched it more than once, maybe even saved it on a playlist to rewatch later.
Now, this is based on the assumption that you have never received any actual training in composing a video or even any experience for that matter.
What we want is to take the elements of the videos you like or videos that are very successful and use them as inspiration for your creative approach for your video content.
If you want to do well you have to know who is doing well and for the most part you probably already subscribed to them.
Let’s face it Youtube is the largest video sharing website since the invention of the television and that’s how we watch and absorb content so it’s a great start to collect some inspiration.
Now just because you weren’t first to the party doesn’t mean you can’t make a grand entrance.
The point of crafting a creative approach to your video content is not always about something new, groundbreaking, and never before seen but drawing inspiration from others and providing a different perspective.
Targeting the stay at home mom’s that are looking to make extra cash from their laptops? Try typing stay at home mom’s in the youtube search bar, what you’ll notice is that youtube will try and finish your sentence for you.
Get to work and start going through each autocomplete result, start with 5 youtubers, watch their videos, make lists, and take notes.
Your creative approach to your video content should come from music, art, culture, and even the current political and social landscape.
Not really groundbreaking, there’s a community of language learning options online already and looks like a pretty competitive market.
A great video advertisement can really catapult your sales. How do we go about this?
Think about it, Apple and Samsung have had and still have their bitter rivalry over smartphone supremacy for the better half of a decade.
Taking jabs at each other through their advertisements is a great way to generate sales. Does it matter who’s number 1 and number 2, both companies are at the top of the food chain so in the end, they still win.
Marketers and advertisers have been doing this since Print Media was the newest thing.
What better way to generate awareness and curiosity then comparing your product or service to something most people already patronize.
Are you more likely to buy a product that was made for you or something that’s for the most part general?
Its success comes from the fact that its users need a website but don’t have the know-how of making one. Do something for your user, give them what they want, and most importantly listen to what they need.
Shooting: The Script
It all starts with the script, your dialogue that drives the story you’re telling.
The point of the script is to be human and natural. When you have a robotic feel to it the video seems bland and people will more than likely tune out.
When it comes to the script you can forget about all the flashy viral worthy words. What you want is to keep your sentences short and convey a clear message.
You want to include these in order to maximize the average attention span of your audience and get the most out of your views.
When the video reaches the post-production section, the amount of time you will spend during this process will be determined largely by how well your script is written.
So let’s discuss the script at its most basic core. This will serve as the blueprint for your video along with the storyboard. They work harmoniously so don’t skip or overlook this process.
You can make adjustments to your script as needed based on the outcome of the storyboarding process.
Adding emotion, personal experience, and insight will help drive your message across.
You don’t want to take forever to get to the point. Be short and sweet, you want your audience to get it the first time not be confused and wondering what you’re trying to say.
The point is to get the idea across and deliver a clear message to your audience.
If you think about it, it’s the more efficient way to shoot your footage without straining your time and energy.
So stay away from huge million dollar words, save those for studies and reports.
The last thing you want to do is leave them feeling like they stepped out of a university lecture.
Just be sure to keep in mind that an effective script is transparent with the information and authentic with your intentions.
This will save you time when it comes to reshoots and voice-overs in the post-production process of your video.
Is it taking forever to express your idea? Shave it down but don’t be cheap with the information. Condense but be clear.
After rereading the script and making rewrites you want to be clear with your core message and that the script reinforces your message.
The refinement of the script will come later just get the ideas on paper.
Basically a visualization of how your video will be recorded. This is the process of a storyboard.
This serves as a clear visual guide of various elements of your video. This includes the lighting, details for the frame of a scene and even transitions.
You have to take those thoughts and images in your head and be able to see the video before you start shooting.
Something like a comic book strip of every moment in your video.
When you’re at this point in the process, you’ll need to answer some questions like “Will I need to add some light.”
Where would it go? How will I record the audio? Boom mic or lapel?
Technical details of each scene in the storyboard help streamline the post-production process when it’s time for an edit.
However if your lucky to have multiple people working with you then the details in the storyboard along with your shot list are crucial.
Shooting: Shot List
These are all of the continuous segments of video content you will be recording.
Like your storyboard you are not just merely creating a list of all your shots, you will also need to include specific technical details.
The storyboard and shot list act as your guide during the shoot. Actually, it’s not out of the ordinary during the planning process to create a detailed storyboard and shot list at the same time.
Be extra picky about every scene. Lighting, Audio, and camera setting are all elements you should include in your shot list.
You want to have a clear vision of your scene so shoot day can be as controlled as possible.
Now depending on how you shoot your video, equipment like a backdrop could be utilized along with some lights and your audio recording devices.
That outdoor B Roll won’t need a backdrop. Be sure to take a minute to double check what you already have and what you might need to rent or borrow.
It will be filled with details which will highlight which gear is necessary. Not every occasion will require certain equipment.
All these elements work together so let your storyboard and shot list determining your equipment needs.
One of which being that once you set up your studio you can basically just leave it there.
These moments are generally filmed with another activity which for the most part can indicate another location.
If you decide to shoot on location, in an office or a quiet park lots of different elements that can affect production.
If your script dialogue is in an office setting which requires you to shoot on location, this can add an extra cost like travel and equipment transportation if you have to rent.
Location scouting and securing locations in advance will make the production process smoother.
Be sure to visit your locations beforehand to avoid any problematic scheduling availability. Obviously, if you have a studio to work from this won’t be an issue.
You know exactly what you want from your audience. You’ve crafted your message that both align with your goals and relate to your audience.
You have organized and planned your timeline from inception to production. And you’ve narrowed down how you plan to accomplish your upcoming task.
You’ve visualized every scene, made an accurate account of the details in each scene, and put it on paper.
You know the equipment you need and where your shooting.
You have completed the hard part, the actual production is all about following the plan as you’ve outlined it.
Of course, taking notes adjusting and modifying are all part of the process but nothing will be left to chance.
It’s all in the details, be organized, be prepared, and have fun. The point of all this is to provide an experience and if you have a crappy one just imagine how your audience will feel.