The Video Production Process: Behind the Scenes of Video Content Development

Earlier this year, I attended a session led by Chris Lavigne at Wistia on the components necessary for a successful end-to-end video production process. This experience allowed me to deepen my expertise as a creative content strategist and producer, providing insights on how teams can successfully execute video production projects.

In 2023, I had the privilege of working on a video series to support the promotion of an annual global conference and expo. ATD’s (Association for Talent Development) conference attracts thousands of professionals in the talent development industry from all over the world for education sessions, an expo featuring hundreds of eLearning suppliers, and keynote sessions from the likes of former President Barack Obama to Adam Grant, Matthew McConaughey, Venus Williams, and more. Participants come together to network, engage with each other, and learn best practices to help quite literally create a world that works better. For any pop culture con nerds out there, think of it like San Diego Comic Con.

I wanted to frame the experience of managing this project from concept to distribution in 2023 against what I learned from Wistia in 2024. Almost like a case study. This way, I can illustrate the importance of each step in the process for those interested in carrying out similar projects. I should add that I have training in film and video production, having worked on small independent productions and partnering with local news affiliates as an assistant producer and production assistant. I leveraged that knowledge and understanding to help guide this first-of-its-kind video series to completion.

The Creative Brief

All video projects should begin by knowing three things: who the video is for, the purpose or problem you plan to solve, and how you plan to execute on that purpose. I’ve heard it many times, "We’ve filmed a ton of videos but never used them." Start with a plan. That plan will be your North Star for your video project. For ATD’s On the Road series, our aim was to create engaging and informative content for first-time conference attendees and regulars alike. The purpose was to inform attendees about the event and generate interest in registration.

I worked closely with the directors of content and marketing to conceptualize the series and develop a structure for the videos. We decided on creating a set of short, dynamic videos that included information about the conference, essential tips, and interviews with presenters and staff. We also discussed how we wanted to distribute these videos to maximize engagement and reach, choosing YouTube, social media channels, and newsletters that reach thousands of subscribers. We also discussed video length, specifications, deadlines, and timeline for delivery as part of the creative brief.

Scripting Video Content

There are many exciting parts to this process, but this is one of the most exhilarating. During this process you conduct research and pull inspiration from similar videos well before you pull together a script. I had never been to this conference, so to script these videos, I needed to review promotional materials and schedule meetings with the staff planning the conference to ask questions. These meetings also gave a sense of questions attendees might have each year. If we sensed a pattern or learned that attendees were asking common questions, I needed to address those questions in these videos. Once I had gathered enough research, it was time to start scripting.

I began to play with the tone and voice of the videos. Apart from informing the audience about the conference, I aspired to do several things. First, I wanted to excite viewers about the conference. Everything I’d heard and read about the conference was positive. It is one of the most beloved conferences held every year and I wanted to capture that tone in these videos. The series needed to feel like a personal invitation; like I was reaching through the screen, taking your hand, and pulling you right onto the conference floor. The voice needed to feel conversational, like talking to a good friend, but informative.

As I continued to script these videos, I made sure to include ideas for graphics, text, animation, voiceover, and moments when a talking head would be on screen to help storyboard the project and ensure alignment with objectives and goals of the project. The scripts went through multiple iterations, reviews, and feedback with multiple stakeholders.

Pre-Production and Production

Given the pilot nature of the series, we kept our production lean on location and talent. After conversations with multiple stakeholders, including calls with our videographer and editor to shoot some test footage and create multiple mockups, we ensured that lighting, camera angles, and audio were good to go for production. I shot eight videos (talking head and interviews) from my own home studio and equipment. Shooting took several days and multiple takes. While I could dive into the technical setup and the duration of setup and breakdown, I’ll save that for another article. I’ll just include some photos of my setup and breakdown below. Check out the gif of my hubby and I breaking down the set!

It is very important that you review all audio levels, use a good monitor to ensure you’re capturing clear and quality audio, and that you review the footage immediately to ensure you’ve captured all takes.

Post-Production Process

Editing occurred over several weeks. I walked through the script and storyboard for each video in the series with the editor for the project. We discussed the pacing and flow for each video, as well as any graphics that would best convey the information shared. This collaboration was critical to bringing these videos to life and ensuring alignment with project goals and branding.

To manage media, there are many software tools anyone can use to share files and review drafts for each video. And before finalizing the videos, they were shared internally with stakeholders to gather additional insights and refine the content to its final form. It was fortunate that we did not have to do any reshoots, though we did have to rerecord voiceover for one video, which wasn’t difficult.

Final Thoughts

These videos were a hit and resonated deeply with our audience. In tracking overall performance, the feedback remains positive, showing the clear need for tailored, engaging content. It was such a well-received project, that it came back for its second year.

Feel free to check out the ATD’s On the Road series in action and learn more about the conference that happened this year in New Orleans.

This project really helped me stretch and grow as a creative content producer and production manager, deepening my understanding of what it takes to make video content successful.

For anyone interested in more detailed aspects of video production, I recommend checking out Wistia's resources. I promise I'm not sponsored -- I'm just a big fan of the tools they offer to help you get started with your video production process or stategy.

Having a detailed production process planned and maintaining open lines of communication with all stakeholders involved will help you maintain a clear vision throughout the project and produce video content that meets your goals and resonates with audiences.