Setting a video production timeline will help your business to leverage the increasing market of potential online customers.
Are you planning to make different types of video, such as testimonial, explainer, or commercial? Video content marketing is an effective way to enhance your business' marketing efforts, as most potential consumers spend hours watching educational and entertainment videos daily.
As Google's search engine algorithms value high-quality video content, small businesses can enhance their online presence by using video content marketing to boost their website's SEO. While it sounds fun, the video-making process can be quite complex and overwhelming if you don't have a marketing strategy defining your video production timeline.
Your video production timeline should break down your content marketing strategy into actionable steps to help you understand the time required to complete each task effectively. In this article, you'll learn about the video production process, the five stages of the video production timeline, and how to schedule your video most efficiently.
What is the video production process?
The video production process is simply the steps you must go through to create a video, from ideation and planning to shooting and publishing. The most basic approach of a video production process has three phases: pre-production, production, and post-production.
During pre-production, you'll generate ideas and plan the video. In the production phase, you'll shoot the video. In the final post-production phase, you'll add the finishing touches to the video and share it with your target audience.
We'll cover these phases in more detail when we speak about the video production timeline stages, but first, let's discuss some questions you should consider before planning your video creation process.
Things to consider before starting video creation
What kind of video you plan to create
You'll need to establish goals for your video and align them to the best-suited type of video. For example, you can create a commercial if you aim to attract fresh talent by generating awareness about your flexible corporate culture, or you may use a testimonial video to highlight how your product addresses customers' pain points.
What equipment you need for filming
To ensure high-quality and professional video footage, you need to list the equipment required and the available budget for video production. Determine whether you need a smartphone, camcorder, or a pro-grade video camera. Lighting, audio, microphones, and other equipment may also be necessary.
What type of script you'll write
Your video's script is important because it is the primary means to communicate your message. Consider what kind of script best aligns with your chosen video type and the business' goals. It may include conversational pointers stating your product's benefits to guide the dialogue in your commercial. You can create a word-for-word script that your customers can read from a teleprompter.
Which editing software you'll use
Once you shoot your raw video, you'll need editing software to refine and polish it. The chosen tool will define the edits you can make in your video. For example, basic software can help to make minimal modifications, such as cutting scenes or adding voiceovers, and advanced software will help you with special effects to curate a unique video.
Which post-production tasks you’ll use to finish the video
In addition to software, you'll need to determine the post-production tasks required to finish the final video. This includes everything from editing to sound mixing. For instance, you may need to design graphics or animation that match your commercial or create a voiceover for its narrated parts.
How you'll distribute and promote the video
Once your video is complete, you need to distribute it. Research where your target customer spends time, and focus on those channels. You may post a commercial on your website and social media accounts, or send it to your segmented email list.
Video production timeline stages
If you're a business owner working on simple projects, your video production timeline stages should include three generalized phases—pre-production, production, and post-production. However, if your video project is complex, you'll benefit from creating a video production timeline based on these five video production stages that'll help you stay organized and on track to achieve the best results possible.
Stage 1: Creative planning and development
Planning and development is the first vital step of the video creation process, yet it is often overlooked. As mentioned, the three-stage video production timeline starts with the pre-production phase. However, devoting extra time to the planning phase can help your project run smoother as you work through the process.
Planning and development include:
Establishing video goals
Developing video marketing ideas
Brainstorming video production ideas
Setting a realistic budget
Marketing planning software can help you develop your marketing strategy, including setting goals, establishing budgets, and measuring progress. Having a plan helps you better understand your customers and competitors. It allows you to design your campaigns to maximize your marketing efforts.
Stage 2: Pre-production
The video production timeline's pre-production stage involves the tasks you need to complete before you do the actual shooting. Most of the video production timeline will be spent developing your script.
Pre-production includes:
Scriptwriting (storytelling with words)
Storyboarding (drawings of shot scenes)
Lining up supplies needed for the shoot (props, sets, etc.)
Securing talent for the videos
Setting up a production schedule and timeline
You can use project management software to help you handle all phases of the video production process, including task assignment, resource allocation, and milestone tracking.
/ Pro tip
The best way to approach a video production timeline is by setting a go-live date and then working backward. As you plan things out, consider that most of your time will likely be spent developing the script—the lines, the primary footage, the B-roll shots, etc. The actual shooting may take less time. Your timeline will also depend on the type, length, and video style you create.
Stage 3: Production
The third part of the video production timeline involves actual shooting. Hopefully, by the time you get to this stage, you already have your planning, development, and pre-production worked out.
Production can include:
Sending out the shooting schedule
Coordinating hair and makeup
Shooting for the main video
B-roll shooting for supplemental footage
Ordering courtesy food for crew and talent
The best video-making software can help you create quality videos and publish them through different channels.
Stage 4: Post-production
The post-production stage is the fourth phase of the video production timeline. This stage is quite labor-intensive and technical. Many businesses outsource this stage, even if they do their own shooting.
Post-production may involve:
Video editing and color grading
Graphic designing and animation
Sound mixing
Voiceover
Video editing software helps you transform raw footage into professional-looking clips and movies.
Stage 5: Distribution and marketing
The last stage of the video production timeline is distribution and marketing. This phase is important to ensure your video is seen across your website, social media, or other platforms.
Distribution and marketing include:
Identifying your target audience
Determining marketing channels to reach your target audience
Media planning (paid media, social ads, etc.)
Video hosting software allows you to store, stream, and distribute videos across various platforms. You can also use video management software to handle the delivery of your video and track and analyze viewers. Additionally, you can extend your video content's reach by using video marketing software to integrate your videos with your marketing campaigns.
What are the benefits of the video production process?
Integrating video content into your marketing strategy helps solve several business problems that other types of media cannot. Videos allow you to engage with your potential online for customers. Here are some benefits of the video production process for businesses with an online presence.
Generate more leads and sales
Target the right audience for your brand
Improve search engine rankings for your content
Save time by answering questions in your videos
Increase engagement on social media
Adds value to your overall brand
Video production services, such as outsourced marketing agencies, focus on creating high-quality visuals with a strong emphasis on storytelling. This mainly benefits small and midsize businesses (SMBs) looking to leverage videos as part of their marketing strategy.
What kind of business should consider a video production timeline?
The video production process is relatively the same for every business, regardless of the type of video project. It helps to develop a wide range of video content for various purposes.
You can use the video production process to produce:
Short video clips
Full-length movies
Educational videos
2D animations
Marketing videos
Testimonials
Case studies
Commercials
Product explainers
The final takeaway
Developing a realistic video production timeline is essential for SMB leaders who want to create video content as it will help you keep your projects on track. As with many large projects, you must break down the video production process into actionable stages to clearly understand the required tasks and how long they may take.
Remember that your timeline can influence the cost of your video project, especially if you're outsourcing your project and using a video production company. For example, if you have a new product launch and need your video before a specific date that is sooner than its planned completion date, you may have to pay extra for crunch time and overtime fees.
Searching for a video production company to hire for your business? We’ve got you covered. Check out our list of companies in the following areas:
Consider outsourcing your video production
Video content production and marketing go hand-in-hand as people stream online videos not just for entertainment but also to make informed purchase decisions. You can create videos yourself or with the help of your in-house marketing team if they have the right equipment and software.
You can also outsource if you want access to experts' knowledge, skills, tools, and equipment for your video project. Some companies only take on parts of a project, like shooting and video editing. Other top video production companies offer complete video production services from planning to distribution.