Video Construction 101

I often use a construction analogy when talking with people who want to do a video. 

The script and voiceover serve as the foundation just like the concrete pour becomes the foundation for a building. The visuals are built on top of that foundation. 

If you're going to pour the foundation (write the script) yourself, first decide what you want the take-away to be for the viewer:

• Do you want them to do something?
• Feel something?
• Or know something that they didn't know before?

Don't try to tell everything in a video. The goal is usually to make them interested enough to want to learn more.  

Don't use compound or lengthy sentences. Remember someone has to record your script and they shouldn't need an oxygen tank in the booth with them.

And maybe the best suggestion: If you're not a writer, or are but have never done this type of writing before, hire someone to help.

Remember, the script is as important to the video as the foundation is to the building.

During the production process, editing visuals are easier than changing the script and voiceover. The latter effort is like cutting into the foundation of the building, with everything above also needing to change -- very costly and time consuming, both in construction and in video production. 

So, if you’re planning to do a video for your company or yourself, spend time determining the message and the audience. By “cementing” that, the rest of the process will be much more cost and time effective.

Skip Church
Writer, Producer, & Voice-Over Talent at Frontline Productions

Skip is a freelance producer for Frontline Productions with more than 20 years of experience in production in addition to nearly 25 years previously as a television anchor, producer and reporter.