Table of contents
The steps to make a short video sound simple: pick a topic, write, film, cut, publish. What actually stalls people is that no stage has a defined deliverable, so half way through you discover the direction is wrong and start over. Six stages, each with something you can check.
1. Six Stages and Deliverables
| Stage | Deliverable | Pass condition | Share of time |
|---|---|---|---|
| Topic | One-sentence theme | Says who it is for and what they should do | 10% |
| Script | Line-by-line spoken copy | Reads aloud in under 60 seconds | 20% |
| Shot list | Camera list | Framing and location per shot | 10% |
| Filming | Raw footage | Three takes of each key shot | 25% |
| Editing | Cut with subtitles | Understandable with sound off | 30% |
| Review | Three conclusions | Backed by data, not feeling | 5% |
The time shares are rules of thumb. More time in the script means fewer reshoots. Skipping the script usually means discovering halfway through the shoot that the point is unclear.
2. Topic: Does One Sentence Hold Up?
Test a topic with one sentence: who watches, what question it answers, what they do next. If any of the three is missing, the result is self-indulgent.
For company accounts, topics come from three places: questions customers repeat, faults that show up in after-sales records, and points challenged during tenders. Content from these three carries search demand naturally. Get the topic wrong and everything downstream is wasted.
3. Script: Write for Speech
A script is not copy; it follows spoken rhythm. Keep sentences under about fifteen characters or a dozen words, one idea per line. Read it aloud — wherever it stumbles is where it needs rewriting.
The first three seconds must carry information. Do not open with greetings. A viewer decides in one second, and no amount of quality later recovers a slow start.
4. Shot List and Filming
The shot list has three columns: shot number, framing, location. Write it even for phone shoots, because it sets the filming order — grouped by location it saves walking back and forth.
For each item, shoot three versions: front talking head, side operation, close detail. Editing then has room to choose.
5. Editing: Comprehension Before Beauty
Work in this order: rough cut for length, then subtitles, then transitions, then colour. Keep subtitles on their own line, never over the subject.
Test the cut with sound off. A large share of business content is viewed silently, and this check matters more than polish.
Publishing and review: three numbers, three conclusions.
Standardise title format and cover style so the profile looks consistent. Within 24 hours, check completion rate, average watch time and questions in comments. Low completion means a weak hook; low watch time means a sagging middle.
Write three conclusions with numbers. "Clips opening with a person on camera completed two tenths higher" can guide the next shoot; "felt a bit slow" cannot.
6. FAQ
How long does one video take? Two days from topic to publish for one person, one day once practised. Filming five in one session is faster.
Is professional gear needed? A phone and a clip-on mic are enough. Light affects quality more than the camera; window light is fine.
Must someone appear on camera? Technical content builds trust faster with a face; pure product display can work with subtitles.
Related
- See also: slicing long content into short clips
- See also: vertical versus horizontal corporate clips
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