The Good And The Bad To Know When Creating Video

Good Bad with Creating Video

The Good AND Bad with Creating Video

There are some absolutely great videos out there that people have created. They are fun to watch, engaging…there is a reason, a purpose if you will for the video.

There are also some really bad videos out there, and not just in production quality but in ‘what’s the point’ type of bad.

It is not really about the good and/or bad in the quality of the video production (that’s another post, read Your Video Just Might Suck) it’s about creating a video that has a point, that answers your customers problem.

Including Video is simply another avenue for your past, current, and potential customers to have their problem answered. The product or services that your customers may need can be explained, talked about and even given away through the use of video.

We’re not in the business of creating a video just because it’s cool, or it’s the new hot thing to do in a business marketing effort. We create video because the story that your business is putting out there can be captured for an audience visually, simply, and with a purpose.

Questions to ask yourself before deciding to create (or have someone create) a video for your business.

  • Does it help tell my brands story?
  • Is there a point, a purpose for the video?
  • What kind of video do you want?
  • Does this video answer my current/potential customers problem?

The most important question to ask before deciding to include video, is “Why?”

Why am I making this video?

If your video doesn’t have a purpose, you shouldn’t create it. It is a waste of time, money, and investment without a plan or a purpose.

There should be specific reasons why you create a video.

  • Building brand awareness
  • Educating your customers
  • Show your company culture and creativity
  • Employee Training

If your video doesn’t appear to fit into one of the above categories then take a step back and re-evaluate your strategy. It’s pretty important to have a plan, a purpose and goals when creating a video. If you don’t have this direction, it will not be easy to measure your project’s success or even failure.

Before You Create Your Video Content

Creating Video Content

Things To Consider Before Creating Video Content

We’ve had several people in the past contact us and say ‘We want a Video for our business’ and most of the time we respond with that’s great, let’s meet to discuss what the video is for, and why. Creating a video is more than just coming out, setting up cameras and capturing, well whatever. It’s a bit more detailed than that.

For us to be able to create a video, we need to know and understand the story that is wanting to be told. And that comes down to creating the Video Content. Below we offer four tips that will help you before putting together your next video.

Goals, Strategy, Objectives and Tactics:

Before embarking on any video project, we need to know whom the audience will be, what you want to achieve and why you’re creating a video. The basic questions consist of Who, What, When and Why. Having a goal (or goals in mind) will assist in laying out the strategy and objectives for creating a video relevant to your business and your audience (customers) that will give you exactly the product you are looking for. It helps us in knowing how to approach the capturing of the story you want to share.

Know Your Budget:

Knowing your budget is crucial for us to be able to create a story through video. One of the first things we ask is ‘what is your budget’? Knowing what your number is when it comes to creating a video for your business, can help us in telling you exactly what we can do for you and how we can give you the most bang for your buck. We can and will work within any budget, but know that a video takes time. Read about the steps in making a video: Pre-Production, Production and Post-Production…which takes us to our next tip…

Turnaround time:

The turnaround time for any video project really depends on the scope of a video you are looking for. If animation is something that your are wanting, you’ll need to consider the details that come with creating animations such as: scripting, design, drawing, importing those drawings, and then animating them through software, which does take some time…but if you’re looking for a short 30 sec promo video of your baristas in action making the greatest cup of coffee you’re looking at considerably less time.


This is vital in capturing and editing the essence of your video. What do you want to say? How do you want to say it? Is it absolutely imperative that what’s being said is portraying your brand in the way that you want? If you miss this step in pre-production, having to go back to the drawing board can cost you more money, delayed time in completing the video, and seem dauntless at best. Know what you want to say, and how to say it in the best way to ensure that aligns with your brand exactly the way you want it to.

We want to create the best story for our business, and having a firm grasp on content needed beforehand, assists us in doing that for you.

What questions do you have in this process? Leave a comment or email us, we’d love to answer any questions you may have!

Post Production, The Good Stuff

Video Post Production with Separating Eternity Productions

Video Post Production

Ok, so we’ve prepped, and we’ve painted…sort of. Now it’s time to tie it all together. This is where it gets REALLY interesting. Now we finish the trim, pull down the tape, hang up the pictures…and completely hate the color and start over.

Ok, that last one doesn’t happen all that often, but it is a possibility in any project. Just some forewarning.

In many ways post-production is much more tedious than pre-production…and it is almost ALWAYS the most time intensive part of the process. It is nothing for a feature film to spend 3 – 6 months in production and then spend 18 – 24 months in post-production. Granted, most of the projects you are probably considering are going to be on a much smaller scale. But it is not unheard of for a project to take a day, maybe two to film, and then take a month to get everything right in post-production.

During Post Your Story Gets Told

What you should be looking for here is attention to detail. There are ways to speed up the process without losing quality…but if you aren’t familiar with those ways, don’t risk it. In post, the story should be told as seamlessly as possible. Editing needs to be done in a way that makes the eye and the mind believe what it is seeing and deciphering. You may have captured a shot that really looks good to you. Before it is added to the final product, however, you need to ask the question, “Does this fit? Does it take away from the flow of the project? While it may visually look good, does it really work? Don’t be afraid to leave things on the “cutting room floor.”

Don’t Rush

Bottom line is this…don’t rush post-production. Pay attention to the details. Make sure it is right, before you call it “done.” A picture that is hastily placed on a freshly painted wall takes away from the hard work you did to paint the wall in the first place. Place your “pictures” in your video project with purpose and your story will come across much more clearly.

Thanks for reading over this really high overview of the processes involved with producing a video. We’ll get more in-depth in the future, but for now, cheers to great storytelling!

Do you have any questions? Leave a comment, or email us, we’d love to talk more.