When it comes to competing in today’s content-obsessed mediascape, video producers are under pressure to do more and more with the same (or fewer) resources.
According to respondents of the 2017 Voices.com Trends Report, it is becoming increasingly common that completing a video ‘project’ means supplying several deliverables. This can range from creating a series of shorter videos, to other clip-sized content that can be repurposed in various mediums, such as social media posts.
Working in today’s competitive environment, video producer, Adam Caplan, CEO of web.isod.es, has learned to make the most of his production schedule so that, at the end of the day, he can deliver the assets that his clients need.
Here, he shares his tips on quickly creating multi-purpose content.
You Can Seize Content Opportunities at Every Stage of Production
Before you get into production mode, take time to consider the message that your client is trying to convey through the video. Have they talked about posting content on multiple platforms? If they have, is video the best format for the message?
While you may have been hired to be the video expert, there’s no doubt that you’re adding value by providing your clients with content that will help them reach their end goal.
Reflecting on how the gear you have on set is capturing not just video – but photo and audio content that could be re-purposed by your client, can make you and your company into an incredible asset.
According to Adam, even though he may be on site with the objective of capturing video, the other assets he may be able to gather may not be video based at all.
For example, sometimes it might be possible to use footage to create Instagram stories, and then take quotes from the video and turn those into photo and video memes.
Here are some ways to approach all of the stages of production to make the most of the opportunity for content generation.
Pre-Production: Equip Yourself Properly
Knowing how important your equipment is to creating quality assets, it pays to think ahead in this department too. Ask yourself if you are capturing content in the right quality for the multiple ways you’ll use it.
For example, by using taping technique to hide lavalier mics (which isn’t always standard practice), you may be able to pick up audio that can be later repurposed into podcast content. However, one must be careful to ensure that they’re taped properly so they aren’t capturing loud clothing or hair movement.
The cameras you’re using may also be able to provide the client with great still shots for social media and web, as well – but only if you’ve selected the right type of camera and/or recorded at a high enough quality resolution.
And if you’re going to experiment with what you can capture, Adam recommends entrusting a separate camera to the task.
“If we decide to try something new on a shoot, we’ll bring equipment that will be solely dedicated to the experiment,” Adam says. “For example, if you want to try out a 360 camera so you can get an interesting new angle on a typical interview, then make sure you have all the other essential footage being captured on other cameras. If it works out, then you have content that can be repurposed in video format later.”
Production: Make the Most of Every Opportunity
According to Adam, even with all the right tech and forethought put into capturing extra content, it still pays to keep an eye out for additional opportunities while you’re shooting. Some of these moments are fleeting – and may never have the chance to be recorded again.
“Video production can be high-risk and high-cost – not only are there your hourly costs but there’s also the cost in time and wages from the people who come from your client’s business or organizations,” Adam says. “For instance, the CEO is still getting paid while she or he is on site.”
“It takes a long time to get schedules lined up for interview subjects and shoot locations. If something goes wrong, you may never get all the right people in the room again. So when you’re on site, you want to be getting the right shots, at multiple angles – just in case one turns out to be unusable.”
Post-Production: Work Smarter, Not Harder
There are ways to work through the post-production process so that you’re saving time and money.
For instance, for those who are paying a premium on time or money for transcription services, Adam shares this tip.
“We can do things creatively to minimize the additional cost. We do long interviews and upload as un unlisted file on YouTube and download the YouTube transcription. We can read through it and it costs us a lot less.”
Are You Looking for More Creative Ways to Produce Video?
Listen to Adam Caplan’s interview on Sound Stories, a podcast for creative professionals, hosted by Voices.com Chief Brand Officer and Co-Founder Stephanie Ciccarelli.
Do You Need Compelling Voice Over for Your Video Project?
Explore how Voices.com can help.