Why Your Business Needs Web Videos

Making the Video

Rex Williams, founder and director of SunPop Studios, a video production company that focuses on authentic, unscripted video, recommends business owners be mindful of the end result they are striving toward. "Remember what the video is trying to communicate," says Williams.

There are three steps in making a video happen: pre-production, production, and post-production.

One of the first things pre-production addresses is what a video is trying to accomplish and the size of the budget to achieve this goal. Royce warns, however, that businesses shouldn't allow the video to become homegrown because of budget size.

"You can go out for $2,500 and buy a digital high-definition, 16:9 video camcorder and you can have a computer for $5,000 that can edit the pants off of most things," says Royce. "You find a lot of people who think because they have that technology that it makes them a producer, and that's not necessarily the case."

Pre-production also tackles the production workflow and the decisions for casting, location, wardrobe, script, and shooting schedule.

Production is when the actual video is shot. By this point, a business should know how the video is going to be used and in what formats it will be displayed, whether it be TV, Web, mobile devices or video press releases. Williams says it's easy for businesses to get caught up in the idea of making a video and recommends when looking for outside help that businesses look at the past experience and portfolio of the producers.