In understanding videography or cinematography and the video-making process in general, it is crucial to understand the different phases of making videos.
These apply to different videos, whether meant as content for social media or to be screened in a cinema.
The different phases of video-making
Like any good project, different phases must be respected when planning the creation of a video.
Pre-Production
Pre-production is an essential planning and testing phase and though the scope of pre-production can vary depending on the different types of video you are looking to make, steps often include:
Pre-production is all that takes place in the lead-up to the actual video shoot.
Naturally, a small corporate video production will look very different from a Hollywood movie, but in the video service industry, there are some similarities in the process.
Production
The production phase is where the video is shot, often in a relatively short space of time, and it can certainly be stressful. There are many moving parts while the videos are getting made, and often a big team is involved if the production is bigger.
This step includes:
Post-Production
A lot of the magic happens in post-production. If you plan to become a videographer then it helps to know some of these skills, especially if you want to learn how to make videos as a solo business, rather than rely on the services of others.
A big section of what we know as post-production is also referred to as “editing” and of course, this is a specific job in itself.
Post-production can include:
Types of Video Productions
There are so many different kinds of video productions which all have different scope and different goals.
In the modern age, more and more examples of content marketing are being seen on social media and on company websites. Video is a promotional tool, now more than ever before.
There is also still a big demand for videography service in weddings in the creative industries and social events, and even to work on films, which is something that a lot of people are passionate about when they are entering the industry and learning how to make video.
Below, we delve into some of the types of video productions that can be found regularly in the industry.
If you learn from one of our tutors and aim to become a videographer then you may specialise in one of these areas, but skills in numerous areas are worth learning.
Commercial/Advertisement Videography
Making advertising videos has been a big industry for a number of decades. In the modern age of YouTube advertising, even small companies with relatively modest budgets can make advertisement videos.
According to videography statistics from The Social Shepard, over 2/3rds of companies are using video marketing in some capacity; the retention of the message of the advertiser increases exponentially when it’s delivered by video, converting every viewer in potential customers.
The goal of a commercial video could be to inform or educate on the product.
But the first task would be to find the right format for your product, which could be through testimonials, tutorials or commercial ads.
When we talk about commercial video nowadays we talk about several types:
Which one resonates more to your customer?
Depending on the video's goals, advertisements may be relatively short and simple or quite advanced and ambitious.
The advance in editing programs that can be handled intuitively has transformed and exploded the production of commercial videos, making their production significantly easier.
Of course, with the arrival of artificial intelligence, this area has experienced a transformative shift.
It is now possible to handle the entire video production from A to Z on a single platform, adding elements that previously only large companies could afford.
Documentary video services
Documentary videos can be produced independently or within a company. Many businesses choose to create their own documentaries to showcase aspects such as how their company operates or the positive impact they have through charity or philanthropy.
If you choose this format, keep in mind that it requires more time and effort, especially for the pre-production and research phases.
A documentary needs time to develop its key message and identify its audience: Who are you trying to reach to make it truly impactful?
Documentaries are a unique type of video, typically crafted for an audience that can engage for a long duration. They’re not designed to promote a service or product to someone casually scrolling on their phone.
In this format, it's crucial to captivate the audience from the start. Take advice on the storytelling needed for a documentary in the next video:
So, where do you want this story to begin?
Property Video production
The property industry is absolutely huge, and is also one of the most robust industries as people always need somewhere to live.
For property video there are higher standards than in other sectors: high quality, creativity and even sophistication are expected as these videos are the first step for a customer to approach a real estate agent to visit a house in person.
Property videos can provide people with a way to see a home virtually before they decide whether to visit in person. It is an investment that those selling their properties may well wish to make, and property companies may employ or outsource video production.
Though AI has significantly reduced the costs when producing more dynamic and immersive video formats (a must in this sector to quickly connect with potential residents), the property video production sector is still a very demanding one as the videographers have to create impactful video narratives to enhance the appeal of all types of properties, from the most luxurious to the austere ones.
Take a look at how creativity and Property video production merge nowadays with this Airbnb promo for a special project:
Social Media Video
Video content is a must for anyone trying to make an impact online, it could not only increase your sales, but it could even help with customer support and is key to building e-reputation.
Social media videos can be to showcase a product launch, for a competition, to share information with customers…
There has been a huge growth in social media video production as people look to capitalise on the number of people who are using Facebook, Twitter, YouTube, and more. Of course, social media videos can vary greatly in their content.
A lot of people will produce social media videos in the hope of “going viral” and even if there is no guarantee of this, the value of the content they produce and the authenticity felt by the audience has proven to be extremely effective for brands.
Now referred as UGC by marketers, these videos gain more and more credibility than content produced with a large budget by the brand, fostering community, engagement and realness.
In 2024 the User-generated content (UGC) has become vital in marketing due to its authenticity and relatability, it’s not only “social media video” anymore and it actually gives a unique “trust factor”.
Social media video, is one of the most trendy formats for enhancing brand reputation and organically driving conversions, creating endless opportunities when it comes to creating content for social media.
Event Videography services
Whether it’s a band wanting someone to record their concert, or a company looking for someone to shoot a corporate event such as a product launch or convention.
Event video can be a big challenge, as it is often unpredictable, but there is plenty of demand for videographers in this area, especially for:
Some events might require a large team in order to cover the whole venue and ensure that nothing gets missed.
Training and Education Videos
The whole landscape of learning has changed, from online tutoring becoming hugely popular, through to the popularity of services like Masterclass. Check out the production of some of their videos for a great example of how educational videos can look creative and impressive.
Educational videos may involve the creation of courses and learning materials in a traditional educational environment, but they may also be specific training videos. Video is an effective way for a lot of people to learn, and many employers utilise this to help onboarding their new staff.
Corporate Video services
Corporate video is a large category, and can encompass a lot of different types of video. For instance, a corporate announcement, internal communications, testimonials, behind-the-scenes explainers.
These videos represent a very active industry in the UK, especially in the online market, as the earnings increase depending on the number of platforms where the material gets distributed.
Corporate videos are an essential tool of communication and marketing no matter the size of a company; it is always high-quality, engaging content that creates a particularly valuable link between the companies, consumers and employees.
It may not seem from the outside, but is a sector expected to fuel further growth, and there is a lot of space for creative videographers in terms of storytelling, innovation and production with companies always looking to show their best side even in the most difficult scenarios.
Corporate or commercial video used to be cost prohibitive for a lot of the smaller businesses out there, but nowadays it is possible for a single videographer to shoot a quality video, if they know what they are doing.
This can lower the cost and make video content a lot more common, for this reason there are many more freelance videographers working in the industry.
Creative Videos (Music Video, Short Film)
For a lot of people who set out to make videos, the dream is to be allowed the creative space to make things like music videos and films.
Though this is a very competitive area of the industry and one that doesn’t necessarily pay as well on a small scale, there is still a demand for creative videos, including music videos and films.
Throughout the years, the musical scene of the UK has proven to be one of the most relevant on the planet representing a clear opportunity for the most creative videographers to show their talents; some of the most popular music videographers from the UK are:
- Jonathan Glazer
- Sophie Muller
- Chris Cunningham
- Jamie Thraves
- Jake Nava
Jonathan Glazer 🎬
Learning Videography Skills
This is one of the industries where there are multiple routes into the work positions or to create a freelance career for yourself.
Working in video, one of the most important things is your portfolio. Building your skills, from cinematography to lighting skills, and then building your videography portfolio is the most crucial step to take.
For many, this involves working with a private tutor or taking a course in the subject, which can provide you with the opportunity to work on your skills as well as build a portfolio.
Working in Videography services
The demand for video is growing all the time, and this means that there are more and more opportunities to work within the industry, or to start a small business.
Whether you choose to specialise in one specific area, or try to lend your hand to a lot of different types of video production, it is a good idea to understand the types of videography and how they vary, as well as the process of creating a quality video.
Key Takeaways
- Understanding videography today: If you're interested in becoming a videographer, get familiar with the basic concepts of the world of video production, related services, clients and customers.
- Video services and formats: There is a large market for a variety of videography services in all kinds of sectors including education, entertainment, real estate, retail, events and many more.
- Working in Videography: The statistics show the incredible growth in the industry and the rate at which the consumption of online video is growing.
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