By Mat Choat

A guide to mastering your next video production

April 19th, 2024
4 min read

Master your next video production with these top tips to getting the first phase right: the planning.

I recently co-hosted a webinar jam-packed with tips and tricks to squeeze every ounce of value out of your video budget, and I'm here to share some of the highlights with you in a series of blogs.

I’ll be sharing some key insights, and today we’re focusing on the first critical aspect of every video production: planning.

Of businesses that don’t use video marketing, 15% avoid it because they simply don’t know where to start.


As I see it, there are three key foundations to planning every successful video project:

1. Getting your video brief right

At the heart of every successful video project lies a well-defined brief. This document serves as the blueprint for your production, outlining objectives, metrics for success, and the desired tone. Whether you're embarking on a TV commercial or an online campaign, clarity in the brief is paramount. With platforms like Sky's Adsmart offering targeted advertising, understanding the nuances between branding and direct response is crucial.

2. Be clear on production timescales

Time is a precious commodity in the world of video production. Establishing clear timelines is essential for seamless project management. Rushed timelines often lead to increased costs, as more resources are required to meet deadlines.

You should agree a deadline for your project. For example if it’s a TV ad, what is the proposed air-date? If it’s a social video campaign – what is the go live date? Is this already booked or is it flexible? This is then the key date that can then be worked back from. 

A precise production schedule is vital. This must list all the key stages: castings, final pre-production meeting, shoot dates, editing and WIP delivery dates, feedback rounds, and final approvals. It also needs to be realistic! There should also be some contingency included. If there is mission creep or the scope of the project changes, it needs to be reassessed and updated.

3. Be transparent about budget

Open discussions about budget are fundamental to the success of any video project. Transparency from the outset enables producers to tailor their approach to fit within budgetary constraints effectively. Whether your project is a grand-scale TV commercial or a modest social media campaign, understanding and communicating your budgetary parameters is crucial for realistic planning and execution.

The relationship between time and money

In video production, the correlation between time and money is undeniable. Tight deadlines often result in increased costs, as additional resources are required to expedite the process.

And there is simply no point in going away and coming up with a killer creative concept for a video if it can’t be realised on time and in budget. If a Producer knows what they’re working to from the start, then they can plan and cut the cloth accordingly. 

It can be a delicate balancing act, but with careful planning, you can find the sweet spot where quality meets efficiency.

Lights, Camera, Success!

By prioritising clarity in briefs, effective time management, and open discussions about budget, you'll set yourself up for success. Embrace the planning process, and watch your vision come to life on screen!

Are you ready to take your video production game to the next level? For further insights and guidance, I encourage you to explore the full webinar here.

Thanks for reading – and I’ll be back with another instalment soon! To be one of the first to see when the next insight in the series is published, keep a look at our LinkedIn.

Mat Choat

Producer and Head of Broadcast

Mat is an award-winning Producer with 2-decades of experience working in production for advertising and creative agencies. He has produced TV commercials and online video content for hundred of clients.