We continue our Video Marketing Glossary series by defining 8 additional video marketing concepts. This episode focuses on production terminology used in the video production process.

Video Marketing Glossary Terms explained in this episode

  • Video Script – The script is where you write and validate the spoken narration. The script for an animated video may include key descriptions that will help you visualize the final imagery, while the script for a live action video will include descriptions of the characters, locations, and action for each scene. It’s important to understand that the script is meant to be spoken, not read. And an effective script must play off the visuals, which is why oftentimes, simpler is better.
  • Storyboard – The storyboard is a black and white sketched version of each scene in the video. It does not represent the final animation style. The goal of the storyboard is to validate the action on screen, and ensure that the visual storyline effectively portrays and enhances the message. The storyboard is the last best chance to make changes to the creative direction of the video. 
  • Style Frame – Style frames are really high-level key frames from the storyboard that show the look and feel of important scenes in the video spot. Style Frames are intended to show what the finished video will look like when it is fully illustrated. They are full-color frames that visualize each main scene in the video. 
  • Moodboard – A moodboard is a collection of textures, images, colors and text related to a design theme as a reference point intended to evoke or project a particular style or concept.
  • Post Production – In digital video, photography, television and film, post-production refers to the tasks that must be completed or executed after the filming or shooting ends. This includes tasks such as the editing of raw footage to cut scenes, inserting transition and visual effects, working with voice and sound actors, and dubbing, to name a few of the many post-production tasks. Post-production is the third and final step in film creation. It follows the pre-production and production phases.
  • Sound Design – Sound design is the process of specifying, acquiring, manipulating or generating audio elements. Sound design most commonly involves the manipulation of previously composed or recorded audio, such as sound effects and dialogue. In some instances it may also involve the composition or manipulation of audio to create a desired effect or mood.
  • Call to Action – A Call to Action (CTA) is either a direct or indirect request from the viewer to do something specific after watching the video. The CTA usually comes at the end of the video, but can also be included earlier on. Effective CTA’s use action verbs such as “Call us,” “Download,” and “Contact us.”
  • Localization – A video localization is the process in which a video is re-edited into a second language. This could include translation, full voice over, subtitles in the lower third and modifications of the animations and translations to accommodate the differences in language cadence.

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Episode Links and Additional Information

Solving a Marketing Problem – A Case Study of How Slack uses Video

Suggested Listening – Other Podcasts of Interest
Episode 67: Video Marketing Glossary – Part A
Episode 6: The 5 Components of a Great Video Script


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