Current Practices Task:
1) What Equipment is required to produce a corporate or promotional video and why?
The basic equipment needed for a corporate/promotional video are:
• Digital video camera or camcorder
• Tripod
• External microphone
• Extra batteries and recording media
• Video lights and light reflectors
• Computer
• Video editing software
2) What formats and distribution methods are required to reach the intended audiences?
- Define your target audience - To reach your target audience, you must first define your target audience. And, for this, you need to understand your customers. You can do this by building a consumer persona. A customer or buyer persona is a generalized representation of how your ideal buyers would be like. You list their demographic and psychographic attributes and preferences to gain a better understanding of your target audience.
- Create Useful and relevant content - The best way to reach your target audience is by providing them with useful and relevant content. Writing about topics that are of interest to your intended audience is a sure-shot way of grabbing their attention. Here are some methods;
- Video marketing – Videos are highly engaging and interactive in nature. A good quality video can catch the attention of the viewer easily.
- Blog posts and articles – Written content may not work as well as videos and images, but it still helps you get the attention of your audience. Just make sure that you write about topics that are of interest to your target audience and are useful to them.
- Social media content – You can connect with your target audience through social media as well. Through a combination of images, videos, and text, you can engage and reach them more efficiently.
- Reach your target audience on social media via hashtags - With people spending more time on social media platforms, you can’t ignore the importance of them to reach your target audience. However, to target people who might be interested in your brand, you need to use hashtags. Relevant, industry-specific hashtags can help you broaden the reach of your social media content. And, it will help make sure it’s displayed to people who might be interested in it. For example, if you have a luxury hotel brand, you could use hashtags like #luxurytraveler or #luxurytravel. This will help you reach people who might be interested in booking your services.
3) What common shooting methods/conventions (shot types, composition etc.) would you expect to see in a corporate or promotional video and why?
Resolution – for the video to be high quality it’s expected to be at 1920x1080 (1080p) so the video will have high quality and will show its professionalism.
Framerate – The higher the framerate of a video, the smoother and more professional it will look. So, when recording with for example a DSLR Camera, the framerate should be at 25 frames per second (fps) which is the standard framerate for a video.
Shutter Speed – when you have shutter speed you must make sure that it’s double the framerate in order for it to properly work and have a standard smooth motion in your videos e.g. your camera is on 25 fps, which means the shutter speed must be at 50.
ISO – this is light intensity, for the purposes of a corporate video the ISO shouldn’t be very low as a high ISO = bright and a low ISO = dark. However, sometimes boosting the ISO to a very high number (300-400) will help give a foggy image to your video if that’s what you’re going for
Aperture – Adjusting aperture helps to focus on either a person or an object and that’ll help manipulate the depth of field. But the tricky part is to be able to balance both Aperture and ISO (and shutter speed if you want motion in your images) as they all have an impact on each other.
Shot types - there a range of shot types but if you want your video to look professional then you don’t want to use too much or anything that’s too much for the viewers to be able to see what’s going on. Simple shot types like close-ups, medium shots, panning, and long shots are the standard shot types when shooting a corporate video
Cutaways – cutaways are shots that are inserted into footage for a variety of reasons; it could be to cover up a continuity error and change the atmosphere of the video. But for a corporate video, cutaways will be useful to make the video more interesting as to not make the viewers bored
4) In regard to pre-production. What should all corporate/promotional videos begin with and why?
Regarding pre-production, all corporate/promotional videos should begin with a client brief. This contains the initial ideas of what the client wants to include in their corporate/promotional video.
5) Why is client liaison important?
A client liaison acts as a focal point for client problems, questions or concerns. They coordinate with the proper company personnel to provide timely and accurate answers for the clients. So, it’s important because you will know what the client wants for the corporate/promotional video. It’s also important to make sure the client is happy with the video you have produced and if they have any questions or concerns about it before it’s done, changes to the video can still be made.
6) What documentation could/should be completed before production starts and why?
- Risk assessments are very important to complete before the production of a video, so everyone can be aware of the potential hazards when filming a video in a certain location (in a corridor, on the street, etc.) and to avoid causing themselves or anyone harm during production.
- Talent releases are very important too as they are needed for anyone who is in a corporate video to show they have given their consent and full permission to be in a video.
7) What is the difference between a script and a shooting script?
a script is a piece of written work made by screenwriters before the production of a video starts and it’s to show how the video will be sequenced, who is in it, what will people sand, and how it will turn out.
A shooting script is the version of a screenplay used during the production of a motion picture. Shooting scripts are distinct from spec scripts in that they make use of scene numbers, and they follow a well-defined set of procedures specifying how to script revisions should be implemented and circulated.
Corporate Video Analysis Chart
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