Content
- What is post-production?
- The role of post-production in marketing
- Stages of post-production
- Tools for post-production
What is post-production?
Post-production refers to the final stage of creating video content, including films, music videos, reports, and commercials. During video production, material is usually not shot in one continuous take. The result is a series of separate scenes, each containing raw audio tracks, unedited colors, and extra fragments that will not make it into the final version of the product. Post-production begins immediately after filming is completed and involves assembling scenes, correcting, and enhancing video material.
The duration of post-production can sometimes exceed the time spent on the previous stages—pre-production (script preparation, casting, location selection) and production (shooting). For example, creating a 30-second commercial can take an average of a month, with two to three weeks dedicated specifically to post-production. This stage allows for the realization of any creative vision and the creation of a unique visual style.
The role of post-production in marketing
Video format is actively used in content marketing and advertising. According to Wyzowl, in 2023, nearly 90% of respondents noted that using video content helped them increase brand awareness, drive traffic to their website, and generate leads. Post-production enables the achievement of the following goals:
- Conveying product positioning: Post-production allows for the use of brand colors and the creation of associations that help shape the desired image in the consumer's mind.
- Attracting viewer attention: The volume of video content increases each year, and users are increasingly not watching videos to the end. Using vibrant visuals and CGI effects allows one to stand out from competitors.
- Achieving a viral effect: Creative post-production contributes to increased reach and engagement. Social networks tend to promote videos with popular music, which increases the likelihood of their spread.
- Emphasizing key messages: Through color accents and sound effects, marketers can draw viewers' attention to important aspects.
- Enhancing the call to action: Effectively edited videos can motivate viewers to take a targeted action, whether it's a purchase or increasing brand loyalty.
Stages of post-production
Post-production consists of several main stages:
- Editing footage: At this stage, separate pieces of material are stitched together in a logical sequence to form a cohesive video. The director chooses the type of editing based on the concept.
- Color correction of video: Colorists adjust color balance, brightness, and contrast to improve the visual quality of the video and create the desired atmosphere.
- Sound work: Sound designers select music and sound effects, sometimes creating original tracks, which can significantly enhance the memorability of the video.
- Adding visual effects (VFX): Special effects and animations are added during the post-production stage, making the content more appealing and memorable.
- Adding titles: Considering that many watch videos without sound, adding subtitles allows for reaching a wider audience and improving information perception.
Tools for post-production
Large companies often resort to the services of full-cycle agencies that handle script creation, shooting, and post-processing using professional equipment. Among the popular software for post-production are:
- Adobe Premiere Pro
- Sony Vegas Pro
- Adobe After Effects
- Autodesk Maya
- Cinema 4D
Small and medium-sized businesses also have opportunities to create video content in the form of reels and other short vertical videos. Modern smartphones offer applications such as CapCut and InShot, which allow users to edit videos, add titles, and effects. Additionally, neural networks can help improve sound and image quality. There are numerous educational materials available online for video post-processing on mobile devices.