Video Production in Kenya

Work Process

• Objectives

  Everything begins with your ultimate goal for your video content. Just like any other type of content, you can't reach your aim without first deciding on what it is.

  Whether you want to use video to raise awareness of your brand or encourage your staff to adopt a new internal process, you need to decide on SMART video objectives.

  Lastly, consider what measures of success you'll need to track to work out how quickly you achieve your objectives. There's no point in setting objectives if you can't measure them.

• Audience

  The success of any video project rests on your understanding of your target audience. Unless you have a firm understanding of who your audience are, what they like and how they think, you're going to have a hard time creating video content that appeals to and engages them.

  That's why you need to conduct thorough research into your target audience. From there you can base all of the creative decisions involved in video production on solid fact and research. If you already have personas as part of your marketing or communications strategy, now's the time to use them.

• Core Message

  Keep your end goal in mind: what action do your audience need to take to make it happen? For example, if your objective for your video content is to increase sign-ups to a free trial, you'll want your audience to sign up to that free trial after watching. You might want them to feel excited, and to think that your service will help them to organise their busy schedule.

• Video Strategy & brief

  A good strategy is vital to the success of your video. Building a strategy for video is very similar to building a strategy for any other kind of campaign.

  Finally, a video production brief needs to be created before pre-production can commence. This document will serve as a guide during the whole production process to ensure nothing goes off-track. The brief should include all the research and information you've collected so far

• Pre-production

  Taking your video brief as a starting point, it's time to come up with a creative approach. Essentially, this is the idea or concept of your video content. The creative approach picked should heavily influence the writing of the script for your video content.

  Once the script is complete, you may also want to create a storyboard after which everything related to the shoot of the video is organised and scheduled

• Production

  The director will ensure that:

  • Everyone appearing on camera is relaxed and gives their best performance.
  • The video is well-lit, well-shot and well-framed.
  • Enough footage is filmed to make the editing process as easy as possible.
  • The script and storyboard are followed closely.

• Post Production
  • Editing the video content
  • Add Graphics and Special Effects
  • Mix Music and Soundtrack
  • Record the Voiceover
• Final touches and distribution
  • Format and Host the Video
  • Set up Analytics and Results
  • Distribute and Promote Your Video