The evolution of technology has transformed video production into an accessible but intricate field, blending creativity with technical expertise. From pre-production planning and scripting to shooting and editing, every stage demands meticulous attention to detail to convey a message effectively and engagingly.
Video production has become an essential medium in business, and that includes ecommerce. Product videos, storytelling videos, customer testimonial videos, you name it—there’s almost always a way to turn it into a video.
So, lights, camera, action! Let’s dive into everything ecommerce brands need to know about video production.
What is video production?
Video production is the process of creating video content, which involves a series of steps from ideation to distribution. It encompasses pre-production, production, and post-production phases, each critical to the lifecycle of a video.
Video production is a meticulous craft that combines technical skills and creativity to produce content ranging from entertainment to educational material.
Video production is important because it serves as a powerful tool for communication, storytelling, and information sharing. Effective video content can drive engagement, convey complex messages simply, and reach a wide audience across various platforms.
Video production process
The video production process can be outlined in three main stages:
- Pre-production
- Production
- Post-production
Pre-production
Pre-production involves detailed planning and preparation before filming begins. This phase ensures the video team is well-equipped with a solid strategy and sufficient resources to execute the project effectively.
Pre-production includes the following:
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Concept development
During conceptualization, the core ideas for the video are established. A video production brief is created, outlining the objectives, creative approach, and the marketing strategy. This serves as the blueprint for all subsequent planning.
Scriptwriting and storyboarding
The foundation of any video is its storyboard and script, which map out the narrative. During this phase, the team embarks on scriptwriting, transforming the initial concept into a detailed script which guides dialogues and scenes. Concurrently, storyboarding takes place, translating the script into visual frames to illustrate how the video will unfold, scene by scene.
If you’re stuck on scriptwriting, you can try a tool like Magic Script. It provides free personalized video scripts to help move you out of writer’s block and into making video magic.
Budgeting
Budgeting involves estimating costs and allocating funds across various production needs. This is where producers calculate expenses and devise a budget to cover things like casting talent, hiring production crew, equipment rental, location rentals and permits, and post-production.
Casting and hiring
Casting and hiring involves talent assessment and crew selection. Strategic hiring is crucial, as it involves selecting the right on-screen talent and crew members. Casting actors who fit the roles and assembling a professional production team are significant for successful video production.
Location scouting
The production team conducts location scouting to find suitable filming sites. This entails considering the script’s requirements, logistical challenges, and communication with location owners to secure permission for filming. During this phase, you’ll evaluate settings, secure access, and solve any logistical challenges.
Production
The production phase includes the tangible activities of capturing visuals and sound, orchestrating performances, and managing the creative and logistical elements to bring your vision to life.
Production includes the following:
Directing
The director orchestrates the production, guiding talent and crew to fulfill the creative direction. They decide on the sequence of shots and how they will cut together, ensuring each performance aligns with the broader vision for the video. The director works closely with producers to manage the production’s logistics.
The creative direction sets the tone and visual style of the production. The creative director's vision guides the aesthetic and narrative choices. A clear and coherent creative vision ensures the visual elements align with the story and message.
Cinematography
A cinematographer, also known as the director of photography, leads the camera crew and makes decisions regarding the visual aspects of the video. They select the appropriate lenses, zoom levels, and composition to create compelling shots that serve the story. Their expertise is pivotal in achieving the desired aesthetic.
Lighting and sound
Good lighting and sound are indispensable for high-quality video production. The key light is the main light source, often supported by additional lighting to eliminate unwanted shadows. Pay attention to gain levels and microphone placement to make sure you get clear audio capture. Cranes and tripods can enhance stability and precision in audio-visual elements.
Filming
Filming techniques include a variety of camera movements and angles to enhance the visual storytelling. A crane creates sweeping overhead shots, while tripods provide stability for static scenes.
Equipment handling
Efficient equipment handling is fundamental for a smooth production. Video equipment refers to cameras, lights, microphones, and more; each piece plays a role in the video’s quality. A video producer often oversees the equipment to ensure everything functions correctly and the creative direction doesn't falter due to technical issues.
Post-production
In post-production, the raw footage transforms into a polished product with video editing, visual effects, and sound design. Quality assurance ensures the finished video meets the set standards.
Post-production includes the following:
Video editing
Video editing forms the backbone of post-production where editors compile the footage to construct the narrative. They’ll typically use sophisticated video editing software like Adobe Premiere Pro or Final Cut Pro to cut, sequence, and fine-tune clips. Editing is a crucial step in storytelling, as it shapes the pacing and flow of the video.
Graphics and special effects
Special effects and graphics are added to enhance the visual appeal of the video. Editors apply techniques ranging from simple color correction to advanced CGI and green screen compositing. Software like Adobe After Effects can create these visuals, playing a significant role in bringing the story to life.
Music and voice overs
Music and voice overs add an auditory layer to the story. Editors must select music that complements the visual content and drives the narrative. Professional voice overs are recorded and mixed to contribute to the video’s overall impact. Sound editing software syncs the audio to match the visuals.
Quality assurance
The last phase in post-production is quality assurance. Here, professionals scrutinize the video to spot and correct errors, ensuring technical specifications are met. They evaluate aspects like resolution, audio levels, and color grading to guarantee a high-quality final product that resonates with the intended audience.
Make your images pixel perfect for wherever you sell—Amazon, Shopify, Facebook, Instagram. Pinterest, and more! >
What you need for video production
If you want to get involved in video production, you’ll need to familiarize yourself with the necessary toolkit.
Camera equipment and accessories
Here’s a quick rundown of the camera gear you need:
- Camera: The quality of your video camera directly impacts the visual quality of the footage.
- Lens: Lenses influence depth of field and composition, allowing you to stick to principles like the rule of thirds for balanced shots. You should choose a wide angle lens, a telephoto lens, or a prime lens for video production.
- Tripod: Tripods provide stability. They’re three-legged support structures that stabilize and support a camera or other filming equipment. It provides a steady platform for capturing video footage, especially in situations where handheld shooting might result in shaky or unsteady shots.
- Gimbals: A gimbal is a device used to stabilize and control the movement of a camera. It consists of motors and sensors that work together to counteract vibrations, shakes, and other unwanted movements, allowing the camera to capture smooth and steady footage. Gimbals are particularly useful in scenarios where the camera operator is in motion, such as walking, running, or filming from a moving vehicle.
- Sliders: A slider is a piece of equipment that allows for smooth and controlled horizontal camera movements. They’re essentially rails or tracks on which the camera can slide, providing the ability to capture dynamic shots with fluidity and precision. These devices are particularly useful for adding visual interest to videos, creating cinematic effects, and enhancing storytelling.
Audio capture and enhancement
High-quality audio is essential and often captured using directional microphones to isolate the subject’s voice from background noise. In post-production, audio editing tools can enhance clarity and adjust levels, ensuring the sound complements the visual elements.
Some audio equipment to consider includes:
- Lavalier microphones
- Shotgun microphones
- Boom Pole setups
- Equalizers
- Noise reduction software
- Compressors for consistent audio levels
Editing software and tools
Video editing software enables editors to assemble clips, adjust timing, and apply effects. Some top video editing platforms to check out include:
- Adobe Premiere Pro
- Final Cut Pro
- DaVinci Resolve
You might also consider using the following tools:
- Storyboards
- Timelines
- Color correction features
- Audio mixing plugins
What to do with your edited videos? Peep our Product Catalog, the first Digital Asset Manager built for ecommerce. connect your soona gallery to your Amazon store and let the Product Catalog work its magic 🪄 >
Types of video content
Video content is a broad term that encompasses various forms of media designed to engage audiences through moving images and sound. This section explores the specific categories of corporate and product videos, detailing their purpose and distinctive features.
Product videos
Product videos are designed to showcase the features and benefits of a product to potential customers, often leading to an increase in sales. They might demonstrate the product in action at events such as concerts, or exemplify how it can be a part of memorable experiences like weddings.
Product videos might include straightforward spin videos, engaging lifestyle videos, or demos, either recorded on a set or at an event showing the product being used in a live setting,
Testimonial videos
Testimonial videos are short videos featuring customers or clients sharing their positive experiences, satisfaction, and opinions about a product. These videos serve as a form of social proof, offering potential buyers insights into the real-life experiences of others who have used the product or service.
Unboxing videos
Product unboxing videos are a type of video content where individuals or influencers showcase the process of opening and revealing the contents of a newly purchased or received product. These videos typically feature the unboxer discussing and demonstrating the product’s features, specifications, and overall impressions as they remove it from its packaging. Unboxing videos are popular on YouTube and social media channels like TikTok.
Corporate videos
Corporate videos are a cornerstone for business communication, used to convey a company’s brand, ethos, and values. They might include testimonials from satisfied customers or employees, providing a human touch to the corporate image. The formats can range from traditional interviews and documentary-style profiles to innovative virtual reality (VR) experiences that immerse the viewer in the company’s world.
The latest in video production
Video productions have seen a transformative evolution with rapid technological advancements and a shift towards immersive experiences. Industry trends indicate a growing synergy between production techniques and cutting-edge tools.
Innovations in technology
Recent technological innovations have revolutionized video and film production, with 4K, 8K, and even higher resolution cameras becoming standard. These tools offer filmmakers unprecedented detail and clarity.
Modern editing software has also become more accessible and powerful, with modules that cater to specific production requirements, streamlining post-production workflows. Moreover, the implementation of AI in video editing has allowed teams to automate tedious and time-consuming tasks, such as scene recognition and color grading.
Virtual reality and interactive media
VR technology has opened new avenues for creating interactive media, allowing users to engage with content in a 360-degree environment. As a result, video strategies now frequently incorporate VR to create immersive experiences. Production tips for VR emphasize the importance of spatial audio and seamless stitching to maintain the illusion of a coherent virtual space.
Industry trends
The industry has witnessed a growing emphasis on video strategy, with businesses leveraging video content for marketing and communication. Analytics tools have become integral, enabling content creators to optimize their strategies based on viewer engagement data. Trends also point towards personalized content driven by viewer data, suggesting a future where video is increasingly tailored to individual preferences.
Sustainability in video production has also gained traction, with efforts to decrease the carbon footprint of productions through energy-efficient practices and digital sets.
Hire your very own video production team
Check out soona’s all-in-one video production solutions, from BTS to unboxing. We create stress-free product videos for ecommerce brands. You get a custom video with transparent pricing.
Our build-your-own custom video option allows you to customize everything from backgrounds to models and more! And our pre-priced video packs are tried-and-true options if you're trying us out for the first time or if you want a little extra guidance.
Build your own video shoot comprised of clips, models, upgrades, and add-ons >
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Video production FAQs
What are the different stages involved in the video production process?
Video production typically unfolds in three main stages: pre-production, where planning and scripting occur; production, which involves the actual shooting of the video; and post-production, where the footage is edited and finalized.
What skills are essential for a career in video production?
A career in video production requires a blend of technical skills in camera operation, sound recording, lighting, and editing, as well as soft skills like creativity, communication, and project management.
How do video production companies contribute to the creation of content?
Video production companies are instrumental in content creation, offering expertise in conceptualizing ideas, organizing shoots, directing, filming, and editing to convert raw footage into compelling visual narratives.
What types of video production are most common in the industry?
Common types of video production include commercials, corporate training videos, event coverage, documentaries, television broadcasts, and feature films.
Which software tools are considered industry-standard in video production and editing?
Industry-standard software tools in video production and editing include Adobe Premiere Pro, Final Cut Pro, Avid Media Composer, and After Effects for visual effects and motion graphics.
What educational paths are available for pursuing a career in video production?
Individuals pursuing a career in video production can consider film school degrees, technical certifications, online courses, and hands-on experience through internships and apprenticeships.
The evolution of technology has transformed video production into an accessible but intricate field, blending creativity with technical expertise. From pre-production planning and scripting to shooting and editing, every stage demands meticulous attention to detail to convey a message effectively and engagingly.
Video production has become an essential medium in business, and that includes ecommerce. Product videos, storytelling videos, customer testimonial videos, you name it—there’s almost always a way to turn it into a video.
So, lights, camera, action! Let’s dive into everything ecommerce brands need to know about video production.
What is video production?
Video production is the process of creating video content, which involves a series of steps from ideation to distribution. It encompasses pre-production, production, and post-production phases, each critical to the lifecycle of a video.
Video production is a meticulous craft that combines technical skills and creativity to produce content ranging from entertainment to educational material.
Video production is important because it serves as a powerful tool for communication, storytelling, and information sharing. Effective video content can drive engagement, convey complex messages simply, and reach a wide audience across various platforms.
Video production process
The video production process can be outlined in three main stages:
- Pre-production
- Production
- Post-production
Pre-production
Pre-production involves detailed planning and preparation before filming begins. This phase ensures the video team is well-equipped with a solid strategy and sufficient resources to execute the project effectively.
Pre-production includes the following:
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Concept development
During conceptualization, the core ideas for the video are established. A video production brief is created, outlining the objectives, creative approach, and the marketing strategy. This serves as the blueprint for all subsequent planning.
Scriptwriting and storyboarding
The foundation of any video is its storyboard and script, which map out the narrative. During this phase, the team embarks on scriptwriting, transforming the initial concept into a detailed script which guides dialogues and scenes. Concurrently, storyboarding takes place, translating the script into visual frames to illustrate how the video will unfold, scene by scene.
If you’re stuck on scriptwriting, you can try a tool like Magic Script. It provides free personalized video scripts to help move you out of writer’s block and into making video magic.
Budgeting
Budgeting involves estimating costs and allocating funds across various production needs. This is where producers calculate expenses and devise a budget to cover things like casting talent, hiring production crew, equipment rental, location rentals and permits, and post-production.
Casting and hiring
Casting and hiring involves talent assessment and crew selection. Strategic hiring is crucial, as it involves selecting the right on-screen talent and crew members. Casting actors who fit the roles and assembling a professional production team are significant for successful video production.
Location scouting
The production team conducts location scouting to find suitable filming sites. This entails considering the script’s requirements, logistical challenges, and communication with location owners to secure permission for filming. During this phase, you’ll evaluate settings, secure access, and solve any logistical challenges.
Production
The production phase includes the tangible activities of capturing visuals and sound, orchestrating performances, and managing the creative and logistical elements to bring your vision to life.
Production includes the following:
Directing
The director orchestrates the production, guiding talent and crew to fulfill the creative direction. They decide on the sequence of shots and how they will cut together, ensuring each performance aligns with the broader vision for the video. The director works closely with producers to manage the production’s logistics.
The creative direction sets the tone and visual style of the production. The creative director's vision guides the aesthetic and narrative choices. A clear and coherent creative vision ensures the visual elements align with the story and message.
Cinematography
A cinematographer, also known as the director of photography, leads the camera crew and makes decisions regarding the visual aspects of the video. They select the appropriate lenses, zoom levels, and composition to create compelling shots that serve the story. Their expertise is pivotal in achieving the desired aesthetic.
Lighting and sound
Good lighting and sound are indispensable for high-quality video production. The key light is the main light source, often supported by additional lighting to eliminate unwanted shadows. Pay attention to gain levels and microphone placement to make sure you get clear audio capture. Cranes and tripods can enhance stability and precision in audio-visual elements.
Filming
Filming techniques include a variety of camera movements and angles to enhance the visual storytelling. A crane creates sweeping overhead shots, while tripods provide stability for static scenes.
Equipment handling
Efficient equipment handling is fundamental for a smooth production. Video equipment refers to cameras, lights, microphones, and more; each piece plays a role in the video’s quality. A video producer often oversees the equipment to ensure everything functions correctly and the creative direction doesn't falter due to technical issues.
Post-production
In post-production, the raw footage transforms into a polished product with video editing, visual effects, and sound design. Quality assurance ensures the finished video meets the set standards.
Post-production includes the following:
Video editing
Video editing forms the backbone of post-production where editors compile the footage to construct the narrative. They’ll typically use sophisticated video editing software like Adobe Premiere Pro or Final Cut Pro to cut, sequence, and fine-tune clips. Editing is a crucial step in storytelling, as it shapes the pacing and flow of the video.
Graphics and special effects
Special effects and graphics are added to enhance the visual appeal of the video. Editors apply techniques ranging from simple color correction to advanced CGI and green screen compositing. Software like Adobe After Effects can create these visuals, playing a significant role in bringing the story to life.
Music and voice overs
Music and voice overs add an auditory layer to the story. Editors must select music that complements the visual content and drives the narrative. Professional voice overs are recorded and mixed to contribute to the video’s overall impact. Sound editing software syncs the audio to match the visuals.
Quality assurance
The last phase in post-production is quality assurance. Here, professionals scrutinize the video to spot and correct errors, ensuring technical specifications are met. They evaluate aspects like resolution, audio levels, and color grading to guarantee a high-quality final product that resonates with the intended audience.
Make your images pixel perfect for wherever you sell—Amazon, Shopify, Facebook, Instagram. Pinterest, and more! >
What you need for video production
If you want to get involved in video production, you’ll need to familiarize yourself with the necessary toolkit.
Camera equipment and accessories
Here’s a quick rundown of the camera gear you need:
- Camera: The quality of your video camera directly impacts the visual quality of the footage.
- Lens: Lenses influence depth of field and composition, allowing you to stick to principles like the rule of thirds for balanced shots. You should choose a wide angle lens, a telephoto lens, or a prime lens for video production.
- Tripod: Tripods provide stability. They’re three-legged support structures that stabilize and support a camera or other filming equipment. It provides a steady platform for capturing video footage, especially in situations where handheld shooting might result in shaky or unsteady shots.
- Gimbals: A gimbal is a device used to stabilize and control the movement of a camera. It consists of motors and sensors that work together to counteract vibrations, shakes, and other unwanted movements, allowing the camera to capture smooth and steady footage. Gimbals are particularly useful in scenarios where the camera operator is in motion, such as walking, running, or filming from a moving vehicle.
- Sliders: A slider is a piece of equipment that allows for smooth and controlled horizontal camera movements. They’re essentially rails or tracks on which the camera can slide, providing the ability to capture dynamic shots with fluidity and precision. These devices are particularly useful for adding visual interest to videos, creating cinematic effects, and enhancing storytelling.
Audio capture and enhancement
High-quality audio is essential and often captured using directional microphones to isolate the subject’s voice from background noise. In post-production, audio editing tools can enhance clarity and adjust levels, ensuring the sound complements the visual elements.
Some audio equipment to consider includes:
- Lavalier microphones
- Shotgun microphones
- Boom Pole setups
- Equalizers
- Noise reduction software
- Compressors for consistent audio levels
Editing software and tools
Video editing software enables editors to assemble clips, adjust timing, and apply effects. Some top video editing platforms to check out include:
- Adobe Premiere Pro
- Final Cut Pro
- DaVinci Resolve
You might also consider using the following tools:
- Storyboards
- Timelines
- Color correction features
- Audio mixing plugins
What to do with your edited videos? Peep our Product Catalog, the first Digital Asset Manager built for ecommerce. connect your soona gallery to your Amazon store and let the Product Catalog work its magic 🪄 >
Types of video content
Video content is a broad term that encompasses various forms of media designed to engage audiences through moving images and sound. This section explores the specific categories of corporate and product videos, detailing their purpose and distinctive features.
Product videos
Product videos are designed to showcase the features and benefits of a product to potential customers, often leading to an increase in sales. They might demonstrate the product in action at events such as concerts, or exemplify how it can be a part of memorable experiences like weddings.
Product videos might include straightforward spin videos, engaging lifestyle videos, or demos, either recorded on a set or at an event showing the product being used in a live setting,
Testimonial videos
Testimonial videos are short videos featuring customers or clients sharing their positive experiences, satisfaction, and opinions about a product. These videos serve as a form of social proof, offering potential buyers insights into the real-life experiences of others who have used the product or service.
Unboxing videos
Product unboxing videos are a type of video content where individuals or influencers showcase the process of opening and revealing the contents of a newly purchased or received product. These videos typically feature the unboxer discussing and demonstrating the product’s features, specifications, and overall impressions as they remove it from its packaging. Unboxing videos are popular on YouTube and social media channels like TikTok.
Corporate videos
Corporate videos are a cornerstone for business communication, used to convey a company’s brand, ethos, and values. They might include testimonials from satisfied customers or employees, providing a human touch to the corporate image. The formats can range from traditional interviews and documentary-style profiles to innovative virtual reality (VR) experiences that immerse the viewer in the company’s world.
The latest in video production
Video productions have seen a transformative evolution with rapid technological advancements and a shift towards immersive experiences. Industry trends indicate a growing synergy between production techniques and cutting-edge tools.
Innovations in technology
Recent technological innovations have revolutionized video and film production, with 4K, 8K, and even higher resolution cameras becoming standard. These tools offer filmmakers unprecedented detail and clarity.
Modern editing software has also become more accessible and powerful, with modules that cater to specific production requirements, streamlining post-production workflows. Moreover, the implementation of AI in video editing has allowed teams to automate tedious and time-consuming tasks, such as scene recognition and color grading.
Virtual reality and interactive media
VR technology has opened new avenues for creating interactive media, allowing users to engage with content in a 360-degree environment. As a result, video strategies now frequently incorporate VR to create immersive experiences. Production tips for VR emphasize the importance of spatial audio and seamless stitching to maintain the illusion of a coherent virtual space.
Industry trends
The industry has witnessed a growing emphasis on video strategy, with businesses leveraging video content for marketing and communication. Analytics tools have become integral, enabling content creators to optimize their strategies based on viewer engagement data. Trends also point towards personalized content driven by viewer data, suggesting a future where video is increasingly tailored to individual preferences.
Sustainability in video production has also gained traction, with efforts to decrease the carbon footprint of productions through energy-efficient practices and digital sets.
Hire your very own video production team
Check out soona’s all-in-one video production solutions, from BTS to unboxing. We create stress-free product videos for ecommerce brands. You get a custom video with transparent pricing.
Our build-your-own custom video option allows you to customize everything from backgrounds to models and more! And our pre-priced video packs are tried-and-true options if you're trying us out for the first time or if you want a little extra guidance.
Build your own video shoot comprised of clips, models, upgrades, and add-ons >
{{studio-ad="/external-components"}}
Video production FAQs
What are the different stages involved in the video production process?
Video production typically unfolds in three main stages: pre-production, where planning and scripting occur; production, which involves the actual shooting of the video; and post-production, where the footage is edited and finalized.
What skills are essential for a career in video production?
A career in video production requires a blend of technical skills in camera operation, sound recording, lighting, and editing, as well as soft skills like creativity, communication, and project management.
How do video production companies contribute to the creation of content?
Video production companies are instrumental in content creation, offering expertise in conceptualizing ideas, organizing shoots, directing, filming, and editing to convert raw footage into compelling visual narratives.
What types of video production are most common in the industry?
Common types of video production include commercials, corporate training videos, event coverage, documentaries, television broadcasts, and feature films.
Which software tools are considered industry-standard in video production and editing?
Industry-standard software tools in video production and editing include Adobe Premiere Pro, Final Cut Pro, Avid Media Composer, and After Effects for visual effects and motion graphics.
What educational paths are available for pursuing a career in video production?
Individuals pursuing a career in video production can consider film school degrees, technical certifications, online courses, and hands-on experience through internships and apprenticeships.
