How to create more engaging video content

So you want to create better content for your outdoor brand? Here are eight tips from our Creative Director, Brennan Parsons, on how to create more engaging content, more efficiently and how to keep your budgets under control.

Tip #1: Do your homework 

Before you even think about pulling out a camera you want to know who your target audience is, what content is going to resonate with them and what platform your content is going to live on. 

One mistake a lot of brands make is creating content to appease themselves, but they aren’t thinking about their target audience. Put yourself in your future customer's shoes. What is your audience looking for? What’s going to get their attention and engage them to take further action?

Don’t skip this step, because when you have all this information you can craft a clear plan for your content. This includes scripts, storyboards and visual references to share with the crew, allowing everyone on your team to be on the same page and understand your vision. 

Investing the time upfront in pre-production will save you time, and money, and will deliver a better outcome for the overall campaign. It will also save your sanity. You don’t want to be unprepared when you get into production, or even worse post-production!

Tip #2: Choose the right gear for the job

Filming with larger crews and with the latest gear is a lot of fun! It also opens up opportunities for specialised equipment and unique shots that will deliver more cinematic results. However, big crews move slower, they create more logistical headaches, and they aren’t as friendly on the wallet. 

In some scenarios, if you have restrictions around time, locations, or budget, you might be better off with a smaller crew. A small crew is more nimble, allowing you to move between locations more efficiently and get through the shots quicker. The trade-off is that you might have to compromise on some more complicated shots that require specialised equipment.

For a brand film or a product launch, this content is going to last a long time and you want it to look as epic as possible. Bigger budgets and crews are more suitable for this. For faster turnaround content, a smaller crew is the go. 

I find a good balance is to get the smallest crew possible for the project but give them as much time as possible. So consider your location, shot list and budget to find the right balance for your project. 

Tip #3: Scout all your locations 

Shooting in nature can present a lot of unforeseen issues, so a location scout is a must. When you scout ahead of time you can plan your shots in detail meaning you're not wasting time on the shoot day when you have a well-paid crew standing around. 

Plan where the sun will be and plan your shots accordingly, this will give you the best chance of capturing the location in the best light. If you're recording audio, are there any audio issues you need to be aware of? Are there access limitations like tides or tracks you need to be aware of? Do you need to bring any special equipment or props? 

You can also reach out to locals or for any intel they may have, but their idea of an amazing spot may not be the same as yours, so confirming it for yourself is the best option. 

Tip #4: Nature waits for no one

One downside to filming outdoors (and there aren’t many), is that no matter how many times you check the forecast, Mother Nature always has a way of throwing in some curveballs. 

If your shoot requires perfect weather conditions, make your best educated guess on the weather front but give yourself a production window of a few days to help your chances of getting the weather you're looking for. 

If you need to wait for the perfect light, be prepared for stop/start day. If you don’t have flexibility, because of talent or location availability, then have a clear plan B on what you will do if the weather turns. Sometimes embracing the conditions rather than trying to fight them can return some unexpected but awesome results!

Tip #5: Have a plan, but be flexible

As video producers, you would prefer if everything goes perfectly to plan (obviously), but just be aware that when you are filming in outdoor locations you might encounter a few speed bumps. 

We often find ourselves filming in exotic locations for our clients that are difficult, time-consuming and expensive to get to, and if something doesn't go to plan, a reshoot isn’t really a viable option. 

When planning your shoot, have a clear backup plan in place. What happens if a location falls through, or the weather conditions deteriorate? This might mean changing your shooting style or your storyline to get the job done. Having a plan B in place will keep the shoot rolling forward and save your sanity.  

Tip #6: Hire the right people

As a general rule, you want to hire the best people that your budget will allow, but you also want to make sure they are specialists who will get the best out of your project. An example of this is when some cinematographers are more 'creative shooters', and others are more 'utility shooters'.

The same goes with athletes or talent. Hiring professional talent will make the filming process faster, and easier, and could help avoid costly mistakes. Doing your research and hiring the best people will help to maximise your budget and resources. 

Tip #7: Communication is key

When you're out on location, make sure everyone is clear on what the goals are and have everyone's role clearly defined. Often phone reception is poor or non-existent and radio is a much more reliable source of communication. 

An example of this is when trying to time a drone shot over a cresting ridge at sunrise with a 4WD coming to a stop in front of a perfect view. There are a lot of moving parts to manage in a shot like this, between the talent and crew, as well as Mother Nature. Having a clear plan in place regarding communication between all the moving parts makes this shot possible.  

Tip #8: Expect the unexpected

Always be ready to improvise and work with what’s around you. Some of the most amazing shots are authentic moments that are captured on the fly. These shots aren't scripted or on the shot list, so you want to be flexible and ready to shoot if something special happens. 

However, don’t use this as an excuse to chase shots you didn't plan for. Shoot days have a way of flying by, you don’t want to get stuck wasting time on an irrelevant shot and then run out of light at the end of the day to capture what you actually need to get! 

Final thoughts

Finally and most importantly, these shoots tend to get us into amazing locations and have unique experiences, so don’t forget to have fun!