What Actually Goes On in Video Post-Production: A Marketer's Guide
For marketing teams and CMOs, the production of a video is only half the story.
What happens after the shoot wraps is equally important for the success of your marketing campaign. The post-production process transforms raw footage into a polished, brand-aligned asset ready to drive engagement across multiple platforms.
Whilst we, as your video production company will take care of the post-production for you, understanding the key steps in post-production will not only help you communicate more effectively with us but also allow you to set expectations and ensure the final product achieves your goals.
Footage Digest
Once filming is complete, the first step is footage digest, where all the recorded material is reviewed and logged.
This process involves cataloguing different takes, angles, and scenes, making it easier to locate the best clips during the editing phase.
At this stage, it’s critical to have a clear vision of what story you want to tell.
We will sift through hours of footage to identify the moments that align with your marketing objectives.
Refining the Narrative
Post-production is rarely a one-and-done process.
A crucial part of creating an impactful video is producing multiple drafts, where we refine the narrative and ensure that your message is clear.
Each draft allows for feedback and revisions, giving your team the opportunity to provide input at key stages of the edit.
Our collaboration during this phase is key. Expect to review early cuts, focus on pacing, and examine how well the video aligns with your campaign’s voice.
Open communication between your marketing team and our team ensures that the final product is something you’re proud to put in front of your audience.
Colour Grading
Colour grading is often overlooked but plays a significant role in post-production. This step enhances the look and feel of your video, ensuring visual consistency across all scenes.
Through colour correction, we’ll adjust the brightness, contrast, and colour balance to create the desired mood and match your brand’s visual style.
For example, a video meant for a high-energy product launch may benefit from bright, saturated colours, while a brand story video might require more muted, cinematic tones.
Optimising For Different Platforms
Your video’s final destination is just as important as the content itself.
Each platform, whether LinkedIn, YouTube, or Instagram, has specific technical requirements. Part of the post-production process involves optimising the video for the platforms where it will be shared.
Your team might require a full-length video for your website and shorter cuts for social media.
This is why optimisation isn’t just about format—it’s about tailoring the content to meet the expectations of your audience on each platform.
Captioning
Captioning is more than just a courtesy; it’s a necessity for effective video marketing.
Not only do captions make your video accessible to a wider audience, including those who are hearing impaired, but they also ensure your message is delivered even when viewers watch without sound.
Many social media users scroll through their feeds with their sound off, making captions a crucial part of your video’s success.
Communication
Throughout the entire post-production process, communication is essential.
Clear, consistent dialogue between your marketing team and our video production company ensures that the final product reflects your brand’s vision.
It’s a collaborative process that includes providing feedback on the rough cuts, discussing platform-specific requirements, and making sure your branding is seamlessly integrated.
We understand that revisions are often necessary, which is why a structured communication process is in place, allowing for feedback loops without unnecessary delays.
Wrapping Up Your Video Post-Production Journey
Video post-production might seem complex, but every stage—from footage digest to colour grading and platform optimisation—is crucial to delivering a finished product that resonates with your audience.
Working closely with your video production company ensures your video meets your marketing objectives, reflects your brand, and performs well across all platforms.
In the end, what goes on in post-production is about more than just editing; it’s about crafting a compelling narrative, optimising for engagement, and ensuring your video is ready to achieve its goals.
Our post-production expertise can transform your raw footage into a powerful marketing tool, tailored to engage your audience across all platforms.
Get in touch with our Melbourne based video production team to discuss your next video project and discover how we can bring your vision to life.