Producing Effective Web Video - Part 2

By Guest Blogger, Geoff Kelly of Pic Two 5.18.10

In Producing Effective Web Video - Part 1 we covered the first steps in planning your web video project - Purpose, Target Audience, Length, Quality and Budget. In Part 2 we'll look at developing an outline, writing a script and coming up with a production plan.

Outline

Nothing will kill your project faster than poor planning. So get your project organized by making an outline. Your outline should put on paper how you are going to tell your story within your established budget. It will also give you a better idea of how long your video should be when all is said and done. A lot of people like to try and decide how long to make their video at the outset. But what if your idea just won't stretch to five minutes? You certainly don't want your audience logging off or clicking away from your video due to boredom. On the other hand, don't restrict your time to two minutes if you have a compelling reason to make it longer. Unless you're restricted by outside constraints, such as Youtube's 10 minute limit, make your production as long as it needs to be. That is to say, outline your video and figure out where you're at initially. If it doesn't feel right or flow correctly, make the appropriate adjustments from there.

Script

This is where you take your outline and add the details. Setting, lighting, camera angles, voice-over, graphics, sound fx - it's all laid out in the script. It's a play-by-play account of every action and aspect of every scene of your video. There are a lot of resources for script writing avaiable online. Try a search for "script writing resources" and you should find all you need to write an adequate script. If you're working with an agencu=y or production company, ask them if they have a script template or a sample script you can use for formatting. Many agencies and production companies offer script writing services as well.

Production Plan

Your production plan will give times, dates and details about your script. It details when shooting for each scene takes place and which people, props and special equipment are needed. It should act as both a calendar and a resource list to make sure everyone is where they're supposed to be, at what time, and with what props and equipment. It will also layout a timeframe for post-production and final delivery of your product.

Pre-production planning is essential to a successful video project. It assists in creating a focused message that targets the right people, and lays the groundwork for creating your video on time and on budget. You can take short-cuts with some of the steps covered in Part 1 and 2 depending on the size of your project and your experience. But if you've never produced video before spend the time to go through the steps and plan things out. Also, if your working with a production company or ad agency for the first time, the more thorough you are in planning, the better liklihood you'll have of being successful.