Video Production Basics Every Business Owner Should Know

Industry fundamentals and jargon simplified for your small business.

You don't need to become a film expert to make smart decisions about video for your business. But a basic understanding of how production works will make you a better client, help you produce your own DIY content, and help you avoid common mistakes. Let me try and simplify the core aspects for you!

The three phases of production:

Every video project, regardless of size or budget, moves through three phases. Pre-production is the planning phase: scripting, scheduling, scouting, and organizing everything before a camera turns on. Production is the actual filming. Post-production is everything that happens after the shoot: editing, color, audio, graphics, and delivery.

Understanding this structure matters because problems in any one phase affect the others. A poorly planned pre-production leads to a chaotic shoot day. A chaotic shoot day creates problems in the edit. In each phase, be sure to be fully prepared to move onto the next to ensure a high quality end result.

Resolution and format:

Most professional video today is shot in 4K (3840 x 2160 pixels) or HD (1920 x 1080). For most web and social media use, HD is completely sufficient and produces smaller file sizes. When uploading to various social platforms, videos need to remain under a certain file size to maintain their high quality after they are posted. Your producer should deliver files that match your intended distribution platform.

Frame rate:

Video is captured at a certain number of frames per second (fps). Standard for web and TV in the US is 24 or 30fps. Slow-motion footage is captured at higher frame rates (60, 120fps) and then slowed down in the edit. This is worth knowing because if you want slow-motion shots, you need to ask for them before the shoot, not after. If you're filming for social media purposes you typically want to film at 30 or 60fps.

Good audio is not optional:

Bad audio is the fastest way to undermine an otherwise solid video. If viewers can't hear clearly, they tune out. A professional producer will use an external microphone rather than relying on the camera's built-in audio. That usually means a lavalier (clip-on) mic for interviews or a boom mic for wider setups. If you're involved in the shoot, pay attention to background noise: HVAC systems, traffic, and ambient room noise can create problems in the edit.

Lighting matters more than camera:

A mid-range camera with excellent lighting will almost always outperform a top-end camera in bad lighting. Producers who understand lighting are an asset for exactly this reason. Good lighting is also why shooting in a space you think 'looks fine' can sometimes produce footage that looks flat or unflattering. That space wasn't lit with a camera in mind. A quick tip: if you want high contrast, start with all the lights off and turn lights on one by one until your subject is lit properly. This will typically result in a darker room but a well lit subject.

The edit is where the story is built:

Don't underestimate post-production. The footage from a shoot is raw material. The edit is where pace, tone, and story come together. A skilled editor can make good footage excellent and can sometimes salvage mediocre footage. Give the editing process the time it needs.

Now that you have a decent idea of the production process you should be able to set yourself up for success when facing any type of video production. If you want a little bit of a deeper dive specifically into video for social media, we offer a free guide that walks you through the basics of best practices for Instagram. Click here for the "Social Media Marketing 101 for Small Business Owners" guide!