Video production for commercials and social media

​Video production for commercials and social media is top insights today! Video Marketing has far outstripped all other forms (Pring, Billboard, etc.) in the budgets. No matter if it is a commercial for Instagram or Facebook clips for regional supermarkets. But how does the planning, organization, conception of commercials work? This article summarizes all aspects. If you’re looking for an agency for your next corporate video or commercial, then IO is the place for you.

CORE BUSINESS AND CREATIVE LABORATORY

Used to the point: We pass on valuable experience, give detailed advice and provide impulses for creative and effective advertising and image films and take care of the entire conception, organization and production planning. You would like to know everything about creating videos? We start directly after the overview and the next video!

VIDEO PRODUCTION: OVERVIEW

1. Storytelling: history, emotions and impact chains
2. The Process – first contact, briefing and brainstorming and Preproduction
3. Production – production process and high-end equipment
4. Post-Production: Video sifting, editing and editing
5. Video Agency / Commercial Productions: Your video production and marketing experts
6. Brand Video – Image film as a basis for media attention
7. Commercials for TV/cinema/streaming portals and online marketing
8. Social Media Videos: virality and advertisements on Youtube, Facebook, Instagram.
9. Video Marketing and Production: References and portfolio
10. Promotional Videos: B2C, B2B and Focus POS (Point of Sale)
11. Staff Training Videos: Positive image and PR
12. Explainer Videos: Product presentation with an explanation
13. Event Coverage: Accompany trade fairs, concerts and events
14. Tutorials and How-To Videos: Personal explanations from bloggers
15. Special Effects (CGI): Real cinema moments through video effects
16. Client Testimonials / Employee Profiles: Customers videos for confidence building
17. Corporate: 100% identity and recognition
18. Industrial: production facilities and warehouses
19. Medical & Healthcare: Brand building for public relations
20. Photography: Photographers recommendations for advertising and products

STORYTELLING: PLAN HISTORY, EMOTIONS AND IMPACT CHAINS

​The big story or the little thread? Storytelling in particular determines the quality of a video in the production process. Are the spectators there for 3 seconds and drop you off right away, are you watching the whole spot or even better, are you telling friends, work colleagues or the family about the promotional clip?
Whether you have large-scale commercials and productions or small social media clips that are produced relatively quickly depending on the social network, virality also plays a major role here. The better the story of a video clip is told, the more direct and appealing the entry into the story is, the more catchy the commercial will be. Viewers will remember, share the video clip and tell others about it.

BUT HOW DO YOU CREATE SUCH A STORY?

​Depending on the area, actuality or content of the film, from brand advertising to product presentation or even explanatory videos, the stories of the individual video clips differ greatly. As an agency, you pay particular attention to implementing the special wishes of the customer, so that the advertising film in the end also corresponds to what the customer has imagined. After all, as an agency for advertising film and image film, we realize the ideas of the client with a pinch of know-how and expertise. Before we get to the process, the first meeting of pre- and post-production, first the important thing: the story!

CONCEPTION OF THE STORY: THIS IS HOW SUCCESSFUL IMAGE FILMS AND COMMERCIALS ARE CREATED

​Already in school, we learned in essays that we should keep a “common thread”. Also in videography, the common thread is one of the special components that ultimately wrap the video clip in such a way that the brand message or the marketing message arrives at the consumer or the viewer. Before each production therefore an analysis of the customer is made as well as of the needs but also the goals as well as the target group. All the different fields are grouped in a matrix to find the synergies and intersections where the story can connect. Thus, we first connect the first points of intersection, in order to draw conclusions from it, which symbolics and which pictures awaken with the viewer the correct emotions. 

Let’s summarize again:

1. Needs of (end) customers – what do you want?
2. Goals of the customer – Which goals should be set and achieved?
3. Target Group – Who should be advertised?
4. Synergies and points of intersection – which similarities do all actors have?
5. Emotions and history: 15 minutes or 15 seconds?

Whether a 20-minute company presentation or the 30-second Facebook clip, stories and emotions generate interest and let us – as a spectator – stay there. How does the situation dissolve? Will our “hero” make it? Our “hero” can be the messenger, who rushes through the city traffic to bring the food delivery punctually on the doorstep or the car, driven in the highest mountain peaks, with room for the entire family, all come well, the campfire burns.

Do not you want the same feeling?

Through this methodology, the video production approaches in advance (pre-production), that is, during the planning and conception, an accurate picture that should emerge when our viewers see the finished commercial. As a result, we arouse emotions as well as needs, which are then fulfilled by the respective product, service or brand. The result is storytelling from the various areas around the target group, the needs of the customer but also the goals of the client, as well as the modern media that are available (cross-media), from the well-known TV to streaming portals but also the social Networks around YouTube, Facebook, Musically and Instagram. As an agency for commercials, you look at the special conditions and the current market, as well as the future forecasts.

THE PROCESS – FIRST CONTACT, BRIEFING AND BRAINSTORMING

The process covers a variety of areas, from initial contact to finished video production on post-production and delivery in various formats and scales. 

1. Is it a product that appears new or an existing product that is being extended?
2. In which countries will the film be published?
3. In which languages ​​will the film be published?
4. Which media are desired for publication?
5. How much budget is available for production?
6. Which video lengths and formats are expected by the customer?
7. Which content should be transported?
8. Is it part of a larger campaign?
9. What wishes and needs does this target group have?

All these questions are raised on the first contact.


At the first briefing on the upcoming video production, we talk to our customers about the parameters mentioned in the new video campaign. As a rule, the conversation is initially limited to a 30-minute meeting – after which you let the impressions take effect and subconsciously develop initial frameworks for the concept. In this 30-minute kick-off talk, you have a quick overview of the company, or about the products and services, which especially helps the creative director to get a first unobjective picture of the project. Likewise, the wishes of the customer are noted, they are particularly important for the planning and the first thoughts. The third important point is the target audience, is it an existing demographic crowd, or is it a new address for potential customers who are not currently connected? From these three parameters, the first ideas can now be generated about how a possible campaign can be implemented. 


 Therein is not only the content of the film or the different versions but also the chain of effects. The easiest way to compare this with the storyboard. 

IMPACT CHAIN AND STORYBOARD: VISUAL LANGUAGE AND VIDEO CONCEPT

As a rule, one has to pay particular attention to the advertising film that the first moment is sitting. As a rule, this should be in the first two to three seconds. This time frame has not only been proven in classical studies, but the new media (such as Youtube and Facebook) also rely on these factors.

• On Facebook, if you count on ads, impressions from the third second,
• on YouTube, the video ADS skip from 5 seconds,
• Instagram also counts an impression from the third second in the video.

Thanks to numerous recommendations, we were also able to gather great reference projects within a short space of time, which we unite in our portfolio. In close consultation, we then design the parameters but also the storyboards, as just described. 


All agreements were made and that first storyboard was approved by the customer. The storyboard will no longer be in its conceptual form but will be worked out once more in detail. Based on the detailed storyboard you can now also plan the team members.

BOOKING MODELS: ADVERTISING MODELS FOR FILMING AND RIGHTS OF USE

​For every video, you need a suitable face that matches the brand but also the message that should be conveyed. Models not only ensure that the emotions are transported perfectly and that the campaign looks good, but they also ensure a good mood on the set. Their professionalism and positive charisma make for a generally good mood, which also speeds up production and raises results to a higher level. In the end, however, you do not only take care of booking the model, but also the rights of use and the work with modelling agencies.

Are you looking for the perfect model for your brand or your new product video? We have the best contacts to model agencies and management in the whole world. This will allow us to create video productions for hotels in Asia, as well as travel videos to Shanghai, Hong Kong, and the dream beaches of the world, from Tenerife to Malibu. Through our network, we not only have the perfect models for every location in the world, but also the entire handling of usage and performance rights. This makes us an interesting partner as a film producer too if we should take care of everything!