During a web video campaign, production can be quite short. It is sometimes over in just a single day depending on the video type. However, other steps can take a while, especially the upstream ones, crucial for the campaign’s success.

 

Here are the different video pre-production steps, which will then determine the well-being of production, postproduction and distribution.

 

Video campaign’s strategic reflexion

 

In order for your campaign to be a success, objectives have to be set in advance, as well as the devoted budget. A planning must be elaborated in collaboration with the production agency, so that the campaign is launched in time.

 

Marketing strategy comes afterward, and is about answering the following questions:

 

  • What is the point of the video? Is it a video for internal teaching, a video to show how to use a product, or a video to improve the brand’s image? The objective has to be clear so that you can choose the appropriate format (testimony, animated video, tutorial, etc.)

 

  • Who is the target audience? and how to reach them? Is your audience internal or external? Is the target limited or very extended? Having a precise idea of these elements is crucial for the distribution strategy.

 

Concept and scenario writing

 

The second pre-production step is more focused on creating original content which can have an impact on the target audience.

 

  • Concept development and scenario writing: The video’s storytelling must be particularly elaborated so that the message can be transmitted with more impact;

 

  • Storyboard development: illustrating the different video steps allows to have an overlook on the creative concept, but is also very useful for filming preparation (or motion design for animated videos).

 

préproduction storyboard

 

Pre-production: the key for success?

 

All elements mentioned before are often neglected at the expense of production itself. However, pre-production is necessary to build a solid strategic reflexion base for the project.

 

Furthermore, every pre-production step helps for the good progress of production and resources maximization, which is not negligible especially on a budget!

 

préproduction tournage

So, do you believe in the importance of pre-production? Do not hesitate to share your experience or opinion in the comments section!