Concept + Plan + Storyboard
There are many directions you can take when developing the initial concept for a Youtube advert or commercial. These options can range from a more formal testimonial, interview, promo, live stream to a more casual vlog or interview. In order to make this decision you need to decide on these 5 factors; Who, What, Where, When and Why.
Who – You need to identify a target audience for you video. Your target audience will have an influence on where the commercial is being posted as well as the content within the video. In the case of a YouTube commercial this will be targeted towards specific demographics that you will have to identify based on what your product or service is delivering.
What – Work out what you are trying to make. It could be a high energy motion text video to effectively grab someones attention or a slower cinematic montage that portrays the story of a brand or product. At the early stage is it always helpful to establish a look and find an accurate example.
Where – Location is an important element in filming a great video. There are a number of factors to consider when choosing a good location e.g light, noice, space. A reputable production company will have access to a number of adaptable shoot locations that will help your video look it’s best. A great location/ studio will offer flexibility on the day in order to get the visual look that you are after.
When – A deadline is something that’s important to identify at the start. Setting a realistic deadline means you can work your way back and set milestones to make sure you deliver by the desired date. A reputable production company will always look to establish a clear deadline at the beginning and make sure to deliver well in advance.
Why – You need to establish why you’re making the video in the first place. The core message fuels the structure of the video and what you are looking to achieve with the advert. You will need to identify a call to action to encourage your audience to take action at the end of the advert.
Making the video
You’ll want to find a production house with a full portfolio and proof of their experience. They will identify a realistic number of filming days to capture the footage needed.
A typical small crew would include at least a Producer and Camera Operator/ Videographer. On bigger projects you may look to include a Director, Sound Mixer or Gaffer to speed up the set up times on the day.
Editing the video
Once you’ve captured your footage the next step will be editing. If the pre – production process was thorough the edit will be guided by the decisions made at the beginning. An effective edit will emphasise the key points whilst keeping the viewer engaged.
For a Youtube advert the strongest content should always be at the beginning. You want to quickly leave a lasting impression on the viewer or entice them to watch more. Delivering a clear message is key to engaging with the product or service you are adverting. Keeping the video short will entice people to want to view the whole piece of content.
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