Probably the biggest difference between company video today and company video 10 years ago is the increased use of post production effects.
This has come about through the continued computerisation of the video production process, and the increased availability and lower cost of post production software.
Even home video editing software is now available for £50 and it's good software that will do all the basics.
For the business video buyer, it's now a case of looking for ever high levels of skills and artistry to post produce a compelling video, a visual message that audiences won't be able to resist.
What does Post Production Do?
Post production is about editing, audio, effects, graphics and animation - all the stuff that gets done on after the shooting is over.
To help build this picture of post production, start by thinking about your core business video content, say, the footage of your premises, processes or product, with a voiceover talking about your scope and capability, or explaining the products.
Pretty straight forward. Pictures and voice.
So let's post produce this basic idea:
Let's improve the audio by blending live ambient sound and voiceover, together with carefully chosen music and silence.
A soundscape starts to appear, and the business video takes on a new level of touchy-feely reality.
Now add animated titles to the programme, with graphics, and in your corporate style.
Your video starts to look quite posh and polished, as the titles and graphics have welded it together, adding a fresh layer of visual coherence.
Now treat the colour of all the video shots to give more impact, brightness and shade, more colour and more bounce.
All the scenes suddenly start to look more impactful, and your premises look less "brown and beige" than most business premises do.
These three effects - better sound, titling and colouring - have immediately lifted your core video to a more professional and acceptable level.
Every company video deserves this minimum standard of post production.
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