Be cool with your video production team


As a successful video production agency, we understand the power video in conveying a message, and businesses are finally noticing too. Not only is video a good way to get your point across – it helps generate leads, too.


One Hubspot survey found that in 2018 81% of businesses use video as a marketing tool – up from 63%, the number reported in 2017. What’s more, companies that use video grow revenue faster year-on-year than organizations that don’t.


For a CEO or marketing manager new to the medium, the world of video can be confusing and intimidating. Members of a production team often have years of experience and a wealth of knowledge about video. They’re used to speaking in buzzwords and abbreviations – it helps them save time so that they can focus on creating the perfect video.

Here are some key terms that you should know to help you navigate your next video project:


Brand Video – A brand video tells viewers key facts about your company, what your company values are, and why it matters to them. These videos are often filmed, but animation is becoming increasingly popular. A brand video is a great way to showcase your brand identity and unique selling point.


Case Study Video – A case study video features one of your clients explaining how your product or service has changed her business for the better. It has more impact than company sales talk because it comes from a third party.


Editorial Video – A video that offers interesting, unbiased content which is of interest to the target audience.


Explainer Video – This is usually a short video which explains concepts in a simple and engaging way, using clear language and attractive visuals. It is a more subtle method of marketing a company or brand than a straight sales video but when done professionally it has high impact.


Hype video – A video that gets viewers excited about an event, product or service.


Square video –They are great for social media and mobile devices. Instagram only allows square videos and Facebook’s vertical feed favours the square video format. If social media and mobile are two of your video distribution channels, then make sure you square off your content.


B-roll – B-roll is supporting footage which accompanies the main interview. For example, in a piece on workplace culture, the video team might shoot footage of your employees in the office or factory to illustrate the interviewee’s point.


Sound bites – These are the key audio snippets of an interview which encapsulate the essence of your message.


Storyboarding – Storyboarding means putting together a sequence of drawings, typically with some directions and dialogue, representing the shots planned for a film or television production. It gives you the client some idea of how the end product will look.


Exporting – If the video team tells you that your video is exporting, this means the edit is being packaged into a single video file ready for you to view.


Punch In – Nowadays, camera resolution is getting better and better. At Definition we shoot 4K resolution, which allows us to crop the image for a closer shot. This is also known as ‘punching in’.


PTC – A piece-to-camera interview, where the subject is looking directly at the camera lens.


Speed – If you’re on the shoot and hear the cameraman say ‘camera at speed’, this means that the video is now recording.


Back Light – A back light is placed behind and points towards the back of the interviewee’s head and shoulders. This adds more dimension to the image and makes the interviewee stand out on screen.


Runner – A runner is someone who comes on location to assist with the smooth running of the production on the day. The runner makes tea, runs errands and can be on hand to assist with any small issues.


Buzz Track – If you hear the sound operator ask for a buzz track, he or she needs a couple of minutes of quiet to record the room tone. This is usually needed for a location that has activity going on in the background, such as noisy traffic or office sounds. The buzz track can then be used by the editor in post-production to smooth out the audio mix.


Teleprompter – A teleprompter is an electronic device that allows a presenter to read the text of a speech or script while appearing to be looking at the camera or audience.


If you’re looking for a video company that will help you create a video that gets your message across, get in touch with our head of production, Jamie.