HOW TO MAKE A GREAT VIDEO

First, it is important to clarify that this is not a How To article is not about how to shoot, edit or use lighting and sound equipment. There are plenty of very talented Youtube and Tiktok creators who are dedicated to educating people on the technical side of video production.

This article is more about the content and thought process behind the making of a video, which I strongly believe is more important to know before any production work takes place.

When people ask me how to make a great video, my immediate answer is: what are you trying to accomplish?

There are 3 main components that go into producing any video: coming up with a message or a story, recording and editing. Each one of those has many variables. However, there’s one thing must be well defined before anything else takes place: Your Goal.

Are you trying to make people laugh? Are you trying to get your audience to think deeply about a particular subject and initiate change? Are you trying to sell a product or service?

No matter how much money you spend, or what cameras, microphones and lighting you use, a video is great only if it accomplishes your goal.

Identifying your main objective and coming up with a clear message are the most important aspects of video production. Everything that follows is guided by those two pillars.

IDENTIFY YOUR GOAL AND COME UP WITH CLEAR MESSAGE

In the early days of Youtube we saw video in its simplest form reach millions in no time. It opened up a new world of possibilities because suddenly, anybody with a cheap camera and zero experience in audio-visual production was able to generate world-wide attention and make serious money by simply sharing their lives, their hobbies, their unique humor or their talent.

Authenticity and simple honesty quickly became much more valuable than Production Value or Production Quality, the pride of the most advanced production houses in the world.

Everything changed. The concept of being yourself and being completely honest applied not only to people but to business entities as well. Beyond all the technical achievements of the last 25 years, that can be considered the most significant change in the world video because it opened the possibility for every person in the world to bring value to others by simply being themselves and sharing their humanity.

Youtube evolved and eventually brought back the need for Production Quality. But as the rise of Tiktok has shown, people still want simplicity and the ability to create without the need for technical complexity. The concept of “Less Is More” today applies more than ever.

Great Video by today’s standards is one that combines a powerful message, absolute honesty and is produced in a style that quickly grabs the attention of those you are trying to reach. Is many cases that means it may need to look not polished or overly-produced in order for it to feel more real and authentic to your target audience.

The need for High Quality Production is certainly not dead, and will never go out of style. It just no longer carries the weight it used to.

Production Quality is more of an expression of who you are as an individual or as company. It is part of your Brand and how you want to be perceived by the public.

However, there is a pride and a level of emotion and credibility that is evoked by a tasteful mixture of beautiful images and sound when they are beautifully orchestrated to communicate a powerful message. High Quality in any industry is timeless.

Great editing and a great selection of music can turn an inexpensive group of clips into a great video. Great story-telling can only happen with great editing and it is often supported by the right music.

Great editing and a great selection of music can turn an inexpensive production into a great video. Great story-telling can only happen with great editing and it is often supported by the right music.

Many fall for the false idea that a video is only good if it reaches millions of people. A number of production companies these days use the word “Viral” as part of their sales pitch. The reality is that millions of views does not equal success. Reaching the right audience, those who really care about what you have to offer, whether it’s basic entertainment or a product or service, is the only thing that matters.

That’s where honesty and authenticity become extremely valuable. When combined with the right message and intention, they will always help you find the right audience.

Many fall for the false idea that a video is only good if it reaches millions of people. A number of production companies these days use the word “Viral” as part of their sales pitch. The reality is that millions of views does not equal success. Reaching the right audience, those who really care about what you have to offer, whether it’s basic entertainment or a product or service, is the only thing that matters.

That’s where honesty and authenticity become extremely valuable. When combined with the right message and intention, they will always help you find the right audience.

So, how do you make a great video…?

a) Based on a well defined goal, come up with a powerful message that is strong and clear.

b) Use a level of production that is appropriate for your brand. It does not need to be complex or expensive.

c) Let authenticity and honesty shine through every aspect of your message, so it will reach your target audience.

These steps may sound vague to some people. But after 30 years in the business, I cannot stress enough the need to study and understand them well before wasting time or money trying to produce a video.

DeCarlo Media is dedicated to helping companies of all sizes produce the right message to connect with their target audience. We combine story-telling techniques with a variety of creative tools to produce messages that are aligned with you brand and your values, so they feel authentic and touch the hearts of those you are trying to reach.

Mayo Tirado

Creative Director & Producer

DeCarlo Media