Tech Term: Pre-Pro
Everything that happens before the camera starts rolling is pre-pro, also known as pre-production. If you are overworked and understaffed (we see you solo-preneurs!) you might be tempted to skip pre-pro but there’s a fine line between authentic and unprepared.
Even a few short notes may save hours of frustration later. Here are the five essential questions for successful pre-production.
Trust the Process
Pre-production is the first part of a three-part process. Next is the production phase which includes everything about the actual recording including cameras, microphones, lights, and props. The third part is the post-production, which consists of editing, visual effects, and for digital social media, includes copy writing for and scheduling posts.
Pre-production is determining what, why, who, where, when, and how. It’s everything that happens before you start shooting to save time, money, and energy the day of a shoot, and to help achieve the project’s objective.
This level of planning is mandatory for large productions like TV series or movies with hundreds if not thousands of moving parts. It’s also sound practice if you are a culinary professional, small business, influencer, or blogger shooting Instagram reels, YouTube, and How-to videos, too. Even if you create on the fly, use these questions to stay on course.
How to Create Video Content
Let’s assume you’ve cleared the concept stage. You have an on-brand idea that will fill a content need. Now you want to make a video or series of videos.
Why? Define the goal. Is the goal to “get more likes” on social media, brand awareness, or is it to promote a specific product and convert sales? If you are a restaurant owner, is the goal to attract new customers? Keep loyal customers? Is the video part of a larger editorial package like a Substack newsletter?
What? Identify the media. What does it look like? Look at your insights. What videos perform best? Do you have a style? Do you want a 10-second edited multi-shot reel or 1-camera longer-form video? Is this an overhead how-to? Is the goal highly styled and art-like, or real life and off-the-cuff?
Where? Prioritize the channel. Where will the video be seen? Allotted time lengths and video dimensions vary depending on the platform and device. Sure, files can be auto-cropped and stretched, but why not optimize from the start? The question “where?” also speaks to viewership habits and demographics, key indicators for data tracking.
When? Create a schedule. When are you going to shoot? What is the deadline? Be realistic about both shooting and editing time. It’s here where you need to consider if you can shoot multiple segments at once. It’s no secret content creation is a beast that doesn’t tire of being fed. Any opportunity to work smarter not harder should be taken.
How? This is the nuts and bolts of pre-production. How are you going to make the video.
Script - What is the story? What are the characters going to say? What is the video trying to say? (Yes, a 15-second reel can have a script.) If you are a food writer or lifestyle influencer this includes “how to and recipes” as well as sponsored messaging.
Storyboard - A rough sketch of image progression in video, what it looks like in your head. Most often brands will request a rough script and storyboard before approving content for taping. Imagine:
Box #1 Wide shot with a talking head announcing, “you’re going to love my spring pea salad with this special seasoning.”
Boxes #2-8 Making spring pea salad. (Consider camera angles.)
Box #9 - Wide shot of talking head munching on pea salad.
Tools and Equipment - This needs to be thorough Lights? Camera? What about the bowl, spoon, and spatula for the cookie segment? What about the groceries? Write it all down.
Shot List - The visual images needed to tell the story for both the video and any necessary stills. Examine your storyboard and script. Make a checklist.
Let Us Help You Tell Your Story™
Our Skills and Experience Can Work for You
Hey — we’re not just directors kicking back in our folding chairs or coaches waving plays on the sideline, we’re in the game, too!
Recently, co-founder Virginia Willis competed against fellow Beard Award-winners on the season premiere of Food Network’s Alex vs America. You can watch the promo on Virginia’s Instagram feed.
And, co-founder Cynthia Graubart has a new cookbook coming out, Zucchini Love. She’s busy planning her launch and book tour. For more information and to pre-order books click HERE.
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