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Expert Video Tips for Your Next Production
Marketing Foundations

Expert Video Tips for Your Next Production

Whether you’re in the B2C, B2B, or non-profit world, one thing is true: video can bolster your organization, expand your brand, and reach audiences almost everywhere.

Wondering where to get started?

Our in-house video and production expert, David Busse, took some time to talk about everything that needs to be considered when planning for a video project, what to expect throughout the process, and how a solid budget comes into play before, during, and after the production. 


Q: What are some of the most important things for a client to consider when they’re thinking about a video project?

A: When thinking about video, defining the purpose, audience, and distribution can help ensure your success. 

Purpose: Why are you making this video? Do you want to introduce more people to your brand? Educate people about a product? Is there a specific call to action?

Audience: Defining your audience helps to focus the video. For example, if your audience has expert knowledge in a particular subject, then we would create content that caters to their expertise, rather than something that would resonate more with the general public or laypeople. It can be tempting to make messaging in videos one-size-fits-all, but tailoring messages to specific audiences always results in the best videos.

Distribution: We create videos for broadcast TV, streaming ads, landing pages, events, and more. Each destination will change how we approach your video. 

Q: What needs to be included in an effective video budget? Are there any aspects of the process that should be prioritized? 

A: Budgets should account for the three phases of video production: Pre-Production, Production, and Post-Production. 

Pre-production is in many ways the most important. It creates the foundation for a successful video. This includes time to brainstorm, write, resource, and make a production plan so that the shoot runs smoothly and the final deliverables serve your goals.

Q: How does the video production team at CID approach new projects? What are some of the first steps in bringing an idea to life in this medium?

A: We always start by learning what our client’s goals are. Once we understand those, we determine the best approach for a video. The first steps usually involve determining the style of the video which may include live-action, interview, teleprompter, or even animation. Then, we write a script and determine the visual treatment. 

Watch our reel for a look at some of our award-winning video work.

Q: What are some of the benefits that video has to offer for the businesses and brands we work with? 

A: Video is a powerful way to create emotional connections with your audience and to help them better understand your brand.  

According to a Wyzowl survey, “96% of video marketers say video marketing has increased user understanding of their product or service” and “87% say video marketing has helped them increase sales.”

“Video is a powerful way to create emotional connections with your audience and to help them better understand your brand.” - David Busse, Video Producer at CID 

Q: How do you know whether or not an idea or concept will work well for video? Are there any specific criteria to look for? 
A: We know from experience that “seeing is believing” and the most powerful aspect of video is being able to show people things. These things can include showing off your manufacturing plant, a family enjoying a product, an imaginative take on how AI is transforming the world, or something as simple as text graphics that appear as someone is speaking.

Regardless, for a concept to work well with video it is important that it has a strong visual component.

Q: What are some of the common obstacles that can delay or disrupt the production process? How can they be avoided? 

A: Besides delays that are typical in most projects such as approvals and feedback times, video-specific delays typically will happen during the production phase. Some delays may be related to planning and execution factors like getting everyone to the same location on the same day, securing permits, and other logistical issues. Other delays, like inclement weather, may simply be beyond our control (which is why we always schedule a backup day when filming outside).

Q: Video production is a highly collaborative process. Aside from you and our other producers at CID, who else do our clients get to work with directly or indirectly? 

A: On a typical video production, clients get the opportunity to work with writers, camera operators, lighting technicians, audio recorders, music composers, art directors, motion graphics artists, video editors, and colorists. As shoots become larger the number of people and types of roles grows along with it.

Q: Our teams enjoy the collaborative and creative energy that video projects are fueled by. What is one of your favorite parts of the process?

A: My favorite part of video production is getting to film things on location with a great team. Teamwork always brings out the best in everyone and is an integral part of creating any video. It’s fun to work with my peers in creative environments and take on challenges together, especially when we need to problem-solve in the moment. 

Q: Are there any other tips, tricks, or pieces of advice you’d like to offer someone who is interested in exploring video for their business or brand? 

A: One of the biggest things you can do to help us create a video that you’ll love is to save and send us samples of other videos that you enjoy. This helps us to understand your vision and goals. 

Put David and our team behind the camera at your next production.  Contact CID to get started.

Amy Klinkhammer

Amy Klinkhammer-Thomas

Copywriter & Content Specialist

"Bring in the Klinkhammer," they said...and we did! Amy is part of our award-winning marketing & strategy team where she writes for ads, email, the web, video and so much more. She also drinks too much coffee and spends too much time debating the Oxford comma.

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