Remember this: in order to get to a high quality video, that is customized for your target audience, aligned to your branding guidelines, that ultimately has a positive effect on your prospects/customers and that meets your marketing goals, you really need to take some time and focus on some basic aspects of the video production process.
In today's blog post we will quickly review each step of this fascinating process and also show you which details you should be observing in each phase so as to develop the best explainer video ever. Join us!
Video Production Process: Focusing On The Details
You can’t see the wood for the trees. Details are really important in video production and they will make the difference between a poor quality video and a high quality video! If you want to stand out from the competition and make your video very engaging, entertaining and memorable, take some time to work on some crucial details that will make your video simply unique.
The script is the “what”. In other words, it's the message you want to deliver to your audience, the written structure that will set up the foundation for the whole video.
Pay attention to: the language you use. Of course you should make your script in the native language of your target audience, but what we mean is that you adapt the speech to the words, style and idioms that your target audience uses and understands. Also, make sure you clearly show the pain points your audience has, and explain how you can help them solve them. Finally, resort to metaphors that make your story even more entertaining and that can help you transmit complex concepts.
This video, for instance, clearly defines the specific problem this audience has and how the product can solve it.
The storyboard is the “how”. It's a pre-visualization, a sketch, of all the actions that will take place in the video, like in the form of a graphic novel. It also includes camera movements, transitions, shots, and some other details.
Pay attention to: the visual narrative. It needs to flow so as to give you a clear idea on what the video will look like, but most of all, meet your marketing goals. Also, use descriptions under each frame so as to avoid misunderstandings with the illustrators and animators. Another important detail is to measure the voice-over of each frame, to better estimate if that time was enough or too little to narrate what's happening on screen in order to reinforce the message.
You can review this article to learn more about how the storyboard of an animated marketing video is made!
You need someone to tell your audience the story that is written on the script. Well, the voice-over professional is the off-screen narrator who reads that story.
Pay attention to: the nationality of the voice-over talent. Chose someone who is native from the country you want to aim to, and whose accent makes your audience feel connected to the story you're telling. It's also important to choose someone who has wide experience with voice-overs, so as to give the speech the right inflexions, tones and rhythm.
Here you can see a good example. Look at how the voice-over flows with the images on screen, so as to reinforce the message.
Style-frames help you get the big picture of the true quality that your video will have before it's done. You can then pick out some frames from the storyboard and draw them in high resolution, as if they were in the final version.
Pay attention to: the message, colors, style and general feel. Make sure they're 100% aligned with your expectations. Have in mind that this is the last chance you have to make any changes before moving into the “animation stage”! We recommend that you go over this blog post to learn about the importance of explainer video style frames.
Illustrations / Designs
At this stage, the illustrators work on every single graphic element that will appear on the video and that will be animated afterwards: the characters, the backgrounds, the typographies, and more.
Pay attention to: the characters especially. Make sure they generate strong empathy with your target audience, that they're fully customized and unique, and that they have visible characteristics of your audience's personality.
In the animation stage, a group of animators work hand in hand to bring all the graphic elements into motion.
Pay attention to: the movements. They need to be coherent with the personality of the characters. The animation needs to flow and be well directed so as to get to a highly persuasive video. Also, the characters have to look as natural and lively as possible.
The characters in this video, for instance, perfectly represent the main features of this brand's target audience, in every sense: look, style, movements, personality, etc.
The music, the sound effects and the audio adjustments are also a key part of the video production process. They all help you reinforce the power of the message you're delivering.
Pay attention to: the role the music will play. If you need to pass on too many technical details, it won't be a good idea to overwhelm the viewer with too many sound effects or intense music. Also, make sure the soundtrack resonates with the target audience you are aiming to.
Would you like to learn more about the video production process? We invite you to download our free infographic on “How to make an explainer video step by step” or else download our free slide about “The explainer videos production process”.