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5 Essential Elements Of A Successful Video Production

January 12, 2023
5 Essential Elements Of A Successful Video Production

Video production techniques

Videos make up a huge percentage of online marketing these days. They’re certainly growing in popularity among smaller businesses, so if you’re an enterprise-level company, it’s pretty much mandatory that you’re on social media and other channels with competitive videos. To stand above the crowd, there are video production techniques and processes you should employ with every ad, PSA, or educational film you create.

Here are five essential elements that will help guarantee you a successful video production every time:

1. Plan the entire shoot in advance

Sure, amateur productions on social media can get away with winging it, but professional videos for marketing and other business needs must be planned to the last detail. This means using any or all of the following:

  • A full script of whatever is being said on camera, other than spontaneous interviews, testimonials, and segments of that nature (be sure to include graphic elements, as discussed below).
  • Storyboarding, if there is moving around or any action, as well as any specific visuals you want to be included.
  • A beat sheet for longer videos if you want to outline different scenes, their key points, and what they are intended to show.
  • A shot list, unless you are shooting from one angle at the same distance for the entire video (which can usually get pretty boring and unprofessional-looking).
  • An inventory of any other components essential to your video, including wardrobe, hair and makeup, props, required power supply, etc.


You also want to rehearse the shoot in advance. This entails not just the narrator, interviewees, or actors involved running through their lines but also includes special effects and camera positioning as well.

You may discover that certain shots aren’t working or that you need equipment like a dolly or brighter lighting in some sections to get the end result you desire. Whenever possible, try to rehearse on location or in the studio where you intend to shoot. Otherwise, you could be faced with problems you didn’t foresee in your planning phase, such as obstacles, noise, traffic, and the like. You don’t want to spend extra money once you’re on location trying to deal with unexpected issues.

2. Incorporate storytelling to reach clients and consumers

The best way to grab your audience is to tell a story. Storytelling goes as far back as the human race, and it’s a vital part of every culture on earth. You can reach far more people with a good story than you can with dry facts and figures. Remember, people ultimately buy goods and services based on emotions, not data. Using storytelling from the start in your marketing will also better prompt you to hook your audience in those vital first 30 seconds or so.

Storytelling isn’t just what’s being said in the script. When you go to a movie in the theater, you’re getting subtle and subliminal clues through things like music, establishing shots, close-ups, and scene transitions. You can utilize all those components in a business video equally well to draw viewers in, personalize your message, and stand above the competition when it comes to video quality.

3. Use professional-looking and sounding video production techniques

The larger and more established your business, the more viewers will expect ultra-polished productions. This is where using the right equipment and video production techniques can make or break your final product. You don’t want to leave these items to your post-production phase because you can’t always fix things after the fact.

Some elements to consider include:

  • Professional lighting for increased brightness or to reduce darkness
  • Reflectors to redirect light
  • Color correcting with both your camera and lighting accessories
  • A tripod or other type of camera mount for steadiness or camera movement
  • The best camera/mobile device available to you for high-resolution images and zooming or other effects, if needed (always check focus)
  • Clip microphones and/or a sound boom, depending on audio needs and the technical skill level of the production crew
  • Shot framing using methods like the rule of thirds for an off-center, more lifelike appearance
  • Choosing the right aspect ratio for the look you want

4. Add subtitles and graphics to reinforce your message

While the majority of people will get the greatest and most memorable impact from hearing and seeing your message, some viewers need written content to get your point. And sometimes, there are other advantages to adding typewritten elements to your video.

This is particularly true if you’re talking about numbers or numerical comparisons, quoting statistics, or discussing size, measurement, quantity, etc. If the material you are presenting is highly technical, scientific, or academic, adding graphics is a must.

Consider your audience. Would they typically expect a chart or list of figures? Do they need subtitles, translation of specific vocabulary, or closed captioning? How about dates or location headings for clarity? You’ll add most of this in post-production, which we will discuss next. One more pro tip: optimize your graphics for their destination. For example, 85 percent of videos on Facebook are watched without sound. Would your message still come across on its intended platform without captioning? You may have to edit different versions for various audiences.

5. Invest in a solid post-production process

Have you ever seen on the news or social media that a highly anticipated film is shooting, only to have it be released nearly a year later? That’s because the best producers and directors know the value of post-production.

You don’t have to spend the time a multimillion-dollar feature does, of course. In fact, with the right tools, you could have your video ready as soon as 24 hours after shooting. But you want to include many of the same post-production elements.

If you’ve done your job well with the four previous video production techniques and tips, post-production should be relatively simple. It’s actually the fun part of video production, where you get to see all the different elements come together for a cohesive impact. You add in graphics, animation, transitions, and a soundtrack and clean up any audio issues (it’s usually best to record sound separately and synchronize it in post-production with your visuals).

Shootsta Pro makes video post-production easy and fast

When you’ve put so much into your video production techniques, you don’t want to compromise it with poor post-production. And you don’t want your editing process to drag on, as that’s not cost-effective. Instead, consider partnering with Shootsta Pro for streamlined post-production that gives you a result in as little as a day. It’s the ideal mix of in-house and outsourced production.

Why Shootsta Pro?

  • Greater cost-effectiveness
  • Cloud-based subscription platform for easy scalability
  • Local professional editing
  • Ability to direct and collaborate as much or as little as you like
  • Super fast turnaround times
  • Multiple integrations
  • Creative and shooting support
  • Option to add animation, podcasts, voice-overs, etc.


We take your video to the next level, and you decide on our level of involvement. Have questions, or are you ready to book a demo and consultation? Reach out to Shootsta today!

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Discover more about customer experience strategy best practices…

What are the different types of video marketing?

There are three distinctive video marketing formats to keep in mind — acquisition, monetization, and activation. While acquisition focuses on acquiring brand awareness and customers, monetization videos are employed to sell or move product. Activation videos are typically used to engage or resell products to existing customers. We recommend using a blend of all three in your video promotion strategy.

What are the main types of promotional videos?

The four most important types of promotional videos for modern brands include explainer videos, testimonial videos, product hype reels, and event videos. When linked together and working in conjunction with one another, they create a powerful conduit of brand awareness and connection.

What is personalized video email marketing?

Personalized video email marketing is essentially just using personalized video in your company’s promotional emails. This can take a variety of different forms — sometimes, it will be an out-and-out sales pitch. On other occasions, it may be used to advertise a new service or product you’re offering or simply as a means to commemorate an important public event or holiday. It’s deliberately broad in its applications, and as it’s relatively new, we still see considerable innovations as the technology develops.

What is the importance of using video for business?

Sales video is an incredibly useful tool as part of a wider sales funnel. It’s not always the item that clinches the sale on its own, but it’s a useful way to build a connection over time and to make customers feel like you care. It’s easy to engage with, easy to share on social media, and feels a cut above standard approaches like form emails or sales flyers.

What makes a good recruitment video?

There’s a significant difference between mediocre recruitment videos and great recruitment videos. You’ll want to take all best practices into account as you design the conceptual components, such as:
  • Not alienating the audience with corporate lingo or jargon. Set a tone and expectation by communicating directly with applicants, pushing stuffy formalities to the side.
  • Using the highest quality footage possible. Use professional editing to give your video the cleanest possible look, then rely on post-production services to refine your final product.
  • Refusing to speak to candidates like just another number. Remember: job applicants are potential stakeholders in your company, and deserve the same level of respect as existing employees.
Of course, hiring videos should be tailored to the needs of each industry, created with a unique approach and level of personalization. Let’s explore how to make a good recruitment video for a variety of audiences.
  • Brands that rely heavily on teamwork should explain exactly what they expect from a candidate. Show, don’t tell viewers who they should be.
  • Technical industries must explore candidate qualifications and requirements up-front. Create a video that walks through these expectations with pleasing visual interest.
  • C-level hiring processes should communicate a higher level of professionalism. Personalization is expected at all stages and should be reflected in your videos.
In any event, the recruitment videos you create should always be designed around the target audience. The more refined your approach becomes, the more effective your videos will be.   

What should I consider in video marketing in 2022?

In 2022, personalization is likely to play a substantial role in Marketing & Sales strategies. Currently, around 38% of businesses aren’t using any personalization at all — that’s a massive gap in the market. Video email marketing statistics suggest that personalization is far more likely to increase your open rate, and accordingly the likelihood of your customer engagement. With tools like Elevate, you can add a personalized video to your email, and drastically boost the chances of grabbing your client’s attention. With the right tech at your fingertips, it’s an easy and effective way to enhance your chances of building a viable lead.  It’s also important to think about where prospective customers are seeing your content. Email, social media, on your website, on YouTube — though some videos will definitely be better for some channels than others, you don’t necessarily need to be limited to a specific outlet. Rather, you should be looking at video as a way to create . brand continuity across multiple arenas. 
Read more

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