What are We Filming, Anyways? A Guide to Video Production and Planning a Video Shoot
- DaMarcus Nelson
- Nov 24
- 4 min read
This year, I’ve been honing my video production skills—not just behind the camera, but also in how I lead conversations with clients and teams during pre-production.
After a recent team meeting about an upcoming video project, something clicked for me: while we could communicate the visual feel of the project, we struggled to articulate what kind of video we were actually making. Was it a commercial, an explainer, or a promo? In this guide we'll discuss types of video production and methods to planning a video shoot.
These categories can blur, but they aren’t interchangeable. Each video type has its own purpose, pacing, tone, and audience expectation.
🎯 A commercial is built to sell—emotionally driven and conversion-focused.
📚 An explainer is built to clarify—educational and concise.
🔥 A promo teases—meant to build anticipation or announce something new.
That realization reminded me: good creative starts with good framing. Not just visually, but conceptually. When we name the kind of story we’re telling, we bring focus not only to the production process, but to the impact we want that story to make.
Whether you're a creative producer, a communications manager, or a client hiring for your next project, understanding the different types of video production is essential. Not all videos are created equal, and knowing which format best fits your message and goals can save time, money, and confusion when communicating the idea.
This guide is designed to give you the language, categories, and industry norms to help you navigate video production like a pro.
Why Planning a Video Shoot and Video Production Matters
Video is arguably the most versatile and effective storytelling medium today. But clients often ask for “just a video” without clarity on format or function. As a multimedia producer, one of the best ways to lead or collaborate is by identifying the style that best serves the story.
1. Explainer Videos
Purpose: To teach or clarify a concept, product, or process—quickly and clearly.
Common Use Cases: SaaS tools, nonprofits, onboarding, internal training.
Typical Length: 30 seconds – 2 minutes
Style Notes: Often animated or motion graphic–driven, but can include voiceover + live footage.
🔹 Industry Tip: Keep pacing snappy. Use text overlays, simple metaphors, and narration to drive understanding. Think clarity over art.
2. Interview Videos
Purpose: Capture a human face and voice for storytelling, testimony, or authority.
Common Use Cases: Testimonials, thought leadership, team intros, documentaries.
Typical Length: 1–5 minutes
Style Notes: Often a mix of interviewee footage (“talking head”) + B-roll.
🔹 Industry Tip: A two-camera setup (wide + close-up) elevates quality. Light your subject naturally and always record clean, separate audio.
3. Documentary-Style Videos (Mini-Docs)
Purpose: Tell an emotional or investigative story over time.
Common Use Cases: Cause awareness, brand origin stories, long-form storytelling.
Typical Length: 3–10 minutes
Style Notes: Leans on interviews, B-roll, narration, ambient sound, and natural storytelling arcs.
🔹 Industry Tip: Plan these like journalistic pieces. Include time for research, shot planning, and honest story development.
4. Commercials & Promos
Purpose: To sell or promote a product, service, or event.
Common Use Cases: Product launches, seasonal campaigns, brand awareness.
Typical Length: 15–60 seconds
Style Notes: Fast-paced, emotionally charged, and designed to convert.
🔹 Industry Tip: Write with a CTA (call to action) in mind. Use cinematic visuals or strong text overlays. Sound design and pacing are everything.
5. Social Media Shorts / Reels / Stories
Purpose: Grab attention quickly and ride the algorithm wave.
Common Use Cases: Behind the scenes, day-in-the-life, tips, event recaps, trends.
Typical Length: 15–90 seconds
Style Notes: Vertical format (9:16), often raw or low fidelity to feel native to the platform.
🔹 Industry Tip: Use captions always. Hook viewers within the first 3 seconds. Native editing tools (like Instagram’s text/cuts) boost performance.
6. Thought Leadership / Talking Head Content
Purpose: Establish authority and provide valuable insights.
Common Use Cases: LinkedIn videos, expert tips, coaching content.
Typical Length: 1–3 minutes
Style Notes: One person talking directly to the camera. Good lighting and clean framing matter.
🔹 Industry Tip: Keep your energy high and background minimal. Batch-record several at once to maximize efficiency.
7. Training / Instructional Videos
Purpose: Teach a skill or guide users through a process.
Common Use Cases: Internal onboarding, product usage guides, education.
Typical Length: Varies (5–30+ minutes depending on topic)
Style Notes: Can be screen-recordings, talking heads, or live demos.
🔹 Industry Tip: Break longer lessons into chapters. Invest in screen capture tools or teleprompters for clarity.
8. Event Recaps & Highlight Reels
Purpose: Showcase energy, attendance, and key moments from an event.
Common Use Cases: Conferences, concerts, summits, launches.
Typical Length: 30 seconds – 3 minutes
Style Notes: Music-driven, high-energy cuts, voiceover optional. Prioritize dynamic shots.
🔹 Industry Tip: Shoot with editing in mind—get crowd shots, speakers, and cutaways. Don’t forget to capture signage and brand elements.
Tools of the Trade
Here are common tools used regularly across styles:
Editing: Adobe Premiere Pro, Final Cut, DaVinci Resolve
Graphics/Animation: After Effects, Canva Pro for quick social
Capture: Canon or Sony mirrorless + lavalier + boom mic
Stock Footage: Artgrid, Storyblocks, or Pexels for free options
Scriptwriting/Storyboarding: Google Docs, Milanote, Notion
Final Thoughts
The most successful video projects start with clarity of purpose and alignment on format.
When creatives and clients speak the same language about video, the process becomes smoother, expectations become clearer, and the end product becomes more powerful.
Save this guide. Share it with your team. Bookmark it for your next production brief.
Next time you hear “Can you make a video?”, don't be afraid to pivot the conversation and dig deeper with questions like, “What kind of story are we telling—and how should it look, sound, and feel?”
Let's Connect
Did this article help make things clearer for you? Have any additional tips or suggestions? Leave a comment of drop me a message. I'd love to connect.
Visit damarcusnelson.com to see more of my work.
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