When it comes to something as complicated as video production, regardless of the project’s scale, we tend to worry over the more immediate, obvious details; which voice actor to pick, what message to send out, what visuals to use, are we doing location shots or in-studio, etc.
Thanks to this selective blindness, a lot of people don’t see how even the smaller aspects of video production could greatly affect the final outcome. If you rely heavily on online video to build your brand, there are 3 factors you absolutely cannot neglect during production.
- MUSIC
We’ve seen this done a lot – especially by newcomers. They conceptualize, film, and produce the whole video before selecting a soundtrack to go with it. At this point, they’re pretty much rushing; the editing team needs all the raw files so they can start cleaning and splicing, the expected launch date for the video is drawing nearer, and there just doesn’t seem to be enough energy left to deliberate on music.
Chances are, the ones in charge will pick any free-for-commercial-use or royalty-free audio file that fits the feel of the video and then call it a day.
If your video relies heavily on dialogue or a voice-over, using music with lyrics will mix the words and confuse the listeners. Pairing it with catchy, repetitive beats, on the other hand, will have people focus on the tune more than what’s being said.
Fact; the music you choose can make or break your video. It’s meant to complement your message and your visuals, not fill in your dead air. As much as possible, music options should already be discussed during production and pre-production stages.
- VOICE ACTOR
Voice actors hired via online “gig” sites can probably relate to this well enough. You’re given a script, given the context to frame it – and then you’re left alone to record it. What’s worse is that whoever gave you the script expects it within twenty-four to forty-eight hours, and they want it to fit the vision they had in their head perfectly.
Through some miracle, there are those who are able to nail it on the first try. Others have no idea what tone they’re supposed to use, which parts to emphasize, what pace to follow, and so on.
Twenty-four hours later, the customer demands a revision or a refund.
If you’re working with one (especially for animated explainer videos) you need to coach your voice actors. If your video is meant to be fun, energetic, cheerful, your voice actor shouldn’t sound collected and professional. If it’s a serious video, a playfully chipper voice won’t suit. Be as detailed as possible with your instructions and then coach your voice actor throughout the whole process.
- IN-HOUSE VS. EXTERNAL
When it comes to actual video production, you have a choice between using your existing in-house creative team (if you have one) or hiring a third-party video production company to edit and produce your video. Both options have their pros and cons.
The trick is weighing them and figuring out which one will benefit you given the scope of your project, the timeline for delivery or launch, the budget, your resources, and etcetera. Yes, there are a lot of factors to take into account, but it’s all part of the process. Will you benefit from flexibility an in-house team gives you, or you more likely to get things done given an external company’s experience and diversity?
