Video is a powerful communication tool that lives across different channels in a variety of forms. It has the ability to influence emotions, educate, inform, entertain, or persuade its audience. Producers, creatives, and corporate execs are a few of the creators assigned to bring these videos to life.
It is important for creators to use resources efficiently because high-quality video productions can be expensive to produce and rights and clearances can be difficult to navigate. Bearing in mind a firm production budget, creators must also develop innovative solutions to ensure efficiency while creating a video that is still appealing to viewers.
Shooting footage gives creators the freedom to get exactly what they are looking for. After filming, selections of the best shots are made and edited into the first cut of the video. Raw professionally shot footage can be sourced from other productions or even user-generated sources such as YouTube and Vimeo. Why not leverage some of the 72 hours of video content that is uploaded to YouTube every minute or HD clips from a video provider, such as T3Media? To keep production costs low while still supporting creative freedom, sometimes creator’s license pre-shot video (stock footage) content from these sources to be used in their own productions.
Pre-shot content can be manipulated, enhanced, and integrated seamlessly into any production. Uses for this type of content include location establishing shots, playback on screens (tablets, smart phones, laptops, etc.) shown in commercials or movies, or for extracting specific elements within footage (e.g., background.) If you were making a film and the first scene opens up to an aerial of New York City, why would you want to coordinate a shoot and spend a significant portion of your production budget to get the same quality of footage that has been previously shot? Moments in time from the news or sports events are other examples of when licensing pre-produced footage can supercharge a video.
But creators must also consider what elements need permissions. Copyright (movies, television, sports, photography), trademarks, famous landmarks, and locations, actors and athletes, or music may need to be pre-cleared prior to a video’s public debut. Although anyone can simply hit record on a camera and have a video, individuals, organizations, governments, and corporations may have exclusive rights to intangible assets recognized by the law within the footage you shot. Depending on risk tolerance, it may be worthwhile to seek permissions from the rights holder in order to ensure protection. After all, Jerry Seinfeld (and his legal advisors) might be upset if you draw horns on his face and use him in your national broadcast spot.