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Updated 28th January 2020

Video post production – the tough checklist

To estimate the post production quality of a filmed company video, over and above your own native impressions, run this post production checklist over it.

It’s a tough list, and many business video productions you view will fail to score on every count.

But you need to be tough because your company video matters.

So be tough.

A filmed video will have 5 major post production elements you can judge it by:

1 - Audio & sound

2 - Editing

3 - Colour & contrast

4 - Graphics, titles & captions

5 - FX

1 - Video audio & sound

Check audio on both your phone as well as your desktop.

> Is everything clear? Is it loud enough at normal volume settings? Try playing another video first before yours. See if there’s a volume drop. There shouldn’t be. The volume should rise, as professional audio post production always aims for loudness maximisation as a matter of good practice. It’s a stand-out feature.

> Does the music obscure the voice? Or does it work with it? It should feel choreographed.

> Is there a balance between silence and music? Does it sound rushed, or does it breathe naturally?

> Is it music or muzak? Does the music sound expensive, or classy in its genre or style?

> Is the audio punchy, dramatic and important-sounding? Or wishy washy? Or just average?

2 - Video editing

> Does the programme flow? Or does it seem jumpy? Does it make you blink?

> Is the editing so fast you can’t concentrate properly on the underlying message? Editors get nervous and believe high speed, fast editing will cover up a dull programme, while innocently destroying key learning points.

> Is the editing so slow you get bored?

> Does the business message seem obvious? Or do you feel the video keeps you guessing unnecessarily? Good business video editing should do the thinking for you.

3 - Video colour & contrast

> Are the pictures vivid and attractive? Do they look powerful or weak?

> Are there dark areas in some of the shots where images are unclear -or just plain horrible dark areas, like under desks and tables? Look closely and spot them. it might be the film crew’s fault, or the camera’s fault, but the editor’s meant to fix it.

> Does all the footage seem to have a theme or colour idea binding the production together? Or does the colour feel jumpy from clip to clip?

> Do all the people in shot look reasonably attractive? Or at least free of bad features? Or ungainly? How would you personally feel if you looked this way on film? Cosmeticisation matters, especially when filming CEO’s and VIPs.

> Is there anything untidy or unsafe in the background? This tells you a lot about the editor’s experience if they’ve neglected safety & the environment.

4 - Video graphics & animation

> Do the main titles and section titles look polished, even television-like? Or do they look more “toy” or “basic”?

> Does the animation of text and graphics appear to unite scenes and bring things together? Or is it simply startling and “whizzy”?

> Do the graphics look like an integral part of the video programme, or do they look more like a stranger has come in for the day and added some barely related graphics, creating a stuck-on look?

> Do the animated graphics look great? Do they help tell the story well? Or are they just for flashy show?

5 - Video fx

> Do the transition effects between video scenes seem more important than the scenes themselves?

> Or do the transitions bring scenes together to serve the business message?

> Is there an overall visual effect used, a unifying effect that binds the whole programme together? Or are the fx more of a mish-mash of effects to win cheap attention?

> Do the video fx make you blink & think when they shouldn't?

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Just asking the above tough questions every time you view a company video will help you identify the overall level of quality you’re looking for, and avoid the narrow one trick pony. Unless that’s what you want!

There’s no single arbiter of good taste and style in company video production, but it’s always important that there’s a wide range of skills gone into the video, and not just one or two overdeveloped skills without any supporting foundation of overall outstanding ability (you are looking for an outstanding company video, aren’t you?)

The Tough List will help you see if there’s plenty of gunpowder in the fireworks – or otherwise.


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