Video can vary quite a bit depending on style, often relating to two categories: scripted and documentary-style - doc-style - videos. Each of these styles will have distinct processes and different purposes, ultimately culminating in an extremely different output.
Scripted Videos
Definition and Usage: A scripted video is a consciously devised narrative that is used to convey a certain message or to tell a story. These types of videos include fictitious elements and are created for the imaginative and creative promotion of products, services, or brand stories.
Production Process:
Pre-Production:
Concept Development: This initial stage comprises idea generation and development of a storyline that adheres to the brand's objectives.
Scripting: This covers the in-depth scriptwriting to describe all the lines, movements, and defining sequences required to make a perfect transition in the storytelling process with inclusion of all crucial information.
Storyboarding: This is a visualization process, drawing storyboards for each shot, used to determine precisely what the video will look like before any cameras begin to roll. Including considerations such as camera angles, lighting, and camera movements. Production:
Filming: Cameras shoot the scenes, adhering strictly to a script and storyboard. It includes logistics down to arrangements needed for cameras, actors, location, and equipment to capture scenes as needed.
Direction: A director shoots to ensure that performances and technical aspects are just like the vision. Editing: The footage is assembled into a coherent story, including cuts, sequence arrangement, and transitions.
Special Effects and Graphics: Secondary elements added include animations, text overlays, and special effects to add impact in the video.
Sound Design: Music, sound effects, and voiceovers are added to complement visuals and to convey intended mood and message.
Example: An Amazon client product video could show, through a scripted video, the story of a user's experience with that product, showing features and benefits in a well-crafted storyline.
Documentary-Style Videos
Definition and Application: Doc-style videos are not scripted and are about real stories; they include interviews and natural footage. It is similar to a documentary, but the duration of such a video is shorter, from 30 seconds up to a few minutes.
Production Process:
Pre-Production: Outline Creation: The entire script is not created; instead, an outline is prepared which contains the main points to be covered and interview questions. It also includes the identification of subjects and the setting up of interviews.
Research: To understand subjects and contexts is vital for insightful questions that capture relevant footage.
Production: Filming Interviews: The subjects are interviewed, and responses that are natural and unplanned are captured so that genuine stories and emotions come to the fore.
Capture B-Roll: Extra footage is shot for context and visualization of the scene, including environmental shots, people doing something, and other activities that relate to it. Post-Production:
Editing: This is actually where the editor constructs a story via interview clips and B-roll; more often than not, this is one of those very critical stages in setting up a story.
Adding Graphics: This will involve text overlays, logos, and other graphics added to support key information and details.
Sound Design: Music and sound effects enhance the storytelling and retain viewer attention.
Example: A doc-style video for a lock company, for instance, could feature interviews with designers and people using the product in real life, talking about such a product's usage and personal experience.
Key Differences
Story Development:
Scripted Videos: The story development happens at the pre-production stage, where one has already decided on the story that is going to be shot.
Doc-Style Videos: The story comes out during post-production when the interviews and footage captured start shaping its core. Flexibility:
Storyboard Videos: The storyline is pretty set in a certain direction, and there is not much room for deviation while on location.
Doc-Style Videos: It's way more flexible because the story could have a different angle depending on the responses of the interviewees, besides those unplanned instances. Audience Engagement:
Storyboard Videos: They engage audiences through the elaboration of educating viewers with a well-structured and smoothly flowing storyline.
Doc-Style Video: It creates a sense of authenticity and helps in gaining trust through the depiction of real-life scenarios and candidness of the moment.
Conclusion
Whether you go with scripted or doc-style is up to your brand's message and how you want to connect with your audience. Scripted offers control and creative ideas, while doc-style offers authenticity and a more personal touch. Each style has its strengths and can be an effective tool in your greater marketing mix.
