Posted by Tyler Hustwick 2 years, 9 months ago


Ever heard of the five P’s? No, not those fundamentals you learned in marketing class, but these: Proper Planning Prevents Poor Performance.

I’ve found that those five words can be applicable to pretty much anything in life. However, I feel they are particularly valuable when it comes to video production. 

On a basic level, one may think that the quality of a video project is dependent on the quality of the production itself, or what’s captured on camera — what you see is what you get. And while there is some obvious truth to this, I believe that the true quality of your video project is determined before you ever press record. Why? Because the most important part of video production occurs in the planning phase of a project, otherwise known as pre-production.

Here are some tips to help you properly plan your next production:

Purpose: What are you trying to achieve with your video?

Determine the goal of your video early on and stick to it. The biggest mistake made in video production, particularly for businesses, is trying to do too much with a single video. There are countless paths to take, whether it’s highlighting your company culture, selling a product or reviewing a case study — you don’t have to do it all at once! 

                                                                                  Multiple Goals = Multiple Videos

Treatment: What’s the approach?

Once you’ve nailed down the goal of your project, summarize how you wish to communicate the idea. A treatment is essentially a rough outline of your project, so jot down some ideas for video length, style and presentation all in one place. With this in hand, you now have something that can be shared with others members of your team or passed on to a client for approval.

Storyboard: What’s the overall look and feel?

Once you have a treatment, take those ideas and flush out your video in detail with a storyboard. The storyboard takes your concept and considers things like: 

  • What locations are needed for filming?
  • Who or what is on camera and when?
  • What kind of music should be used, if at all?
  • Is there a need for a voice-over?
  • What kind of post-production elements are required? Title cards, animation, etc. 

Through this process you’ll be able to determine and formalize the style, flow, length and structure of your project.

Script: Say whaaaat?

Depending on the style of your video, a script may be necessary. A script is especially useful when you’re incorporating any type of brand messaging, as it helps ensure that you’re adhering to any and all brand guidelines before the actual production is underway. In addition, a good script makes it easy for those on camera to stay on-point with concise messaging.

Be sure to incorporate all the elements of your storyboard. If your video will require multiple shots or scenes, make sure those are outlined in your script. Also, identify opportunities for any “B-Roll” or filler footage — this is a great asset to have in post-production.

Above all, keep it brief. Shorter videos are always better than long videos. A short video, means a short script. Don’t be afraid to cut away parts of a script that seem unnecessary. Your video should have a constant flow, which is hard to do when there’s too much blabbering.

Authenticity: Keep it real

Let’s face it, no one wants to watch an infomercial.  Make sure that your concept —more specifically your script— is crafted in a transparent and authentic fashion. Videos can be a great addition to your content marketing mix, but only if an audience is able to connect with them. 

                                                                                               Teaching > Selling

The ultimate goal of your video should be to establish some form of thought leadership, this way the viewer perceives you as an expert, rather than a company with an agenda. In doing so, you’ll be able to provide value to the viewer, thereby increasing the odds that they’ll come back to watch your next video. 

Have questions about your next video project? Leave a comment below! 


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