Understanding the Full Video Production Spectrum

Video Spectrum
Video is an invaluable tool to utilize throughout your organization and website. As much as we’d love to be the ones hitting record for every video you need, that doesn’t make sense from a time or cost standpoint. So, we’re here to help.
In this blog, we identify the 6 tiers of the video production spectrum, and when you can utilize each for your organization to get the most bang for your buck!
*Note* This blog does not speak to the video quality spectrum of live video as it is its own beast. If you want to know more about that, give us a shout.

Starting at the Low End… DIY Videos

DIY (Do It Yourself) videos have an important role to play, even with professional companies. Videos like these can supplement blog posts, reassure website visitors it’s safe for them to give you their information, or even to simply entertain. Let’s discuss the 2 tiers of DIY videos.

Tier 1 – The Quick and Dirty DIY

When It Makes Sense

When your main goal is to relay a basic message and entertain your audience, this is a way you can go. Usually, these videos are shared through a social media platform or in emails, but there are times that a DIY could find itself on a website. There is little, if any, planning involved, the message is unscripted and there’s not much concern for picture composition or audio quality.

Production Quality?

Very low. A video like this may be shot handheld on your phone or recorded on a platform like ZOOM. There’s usually not much editing involved and rarely do the videos include much if any, b-roll, text, graphics, or music.

How Much Will It Cost?

These videos can be shot with the phone you already have or recorded from your computer and don’t require any additional tools. Most videos produced in this way usually require little, if any basic editing on the backend as well. Therefore, the only cost for these videos is your time.

An example:

The social media platform Tik Tok is full of great examples of quick and dirty DIY videos (though it allows you to easily add music and text). Many businesses have embraced their “content over quality” platform with great results.

Tier 2 – Prosumer DIY

When It Makes Sense

When you want to share a quick message or helpful hint that is related to your business, product, or service to your audience, this can be a great way to go. This tier also makes sense for creating internal videos, such as training videos. Videos in this tier have a script or at least an outline so the speaker stays on point with the message.

Production Quality?

Low. Videos like these can still be shot on your phone or recorded off a laptop, but there’s some thought put into the location of your video, lighting, sound, picture composition, and stabilization. These videos usually are lightly edited and include some professional aspects, such as text, graphics, and/or even music.

How Much Will It Cost?

These videos can cost you a little more than time. However, it may be worth investing in some basic tools to make your shots or sound better. If you don’t know how to edit a video, it’d be worth it to hire someone for that.

An example:

We work with our good friends, Bob Fish (co-CEO of BIGGBY Coffee) and his wife, Michelle on doing the editing for the videos they shoot on their phone for their blog, One BIGG Island in Space. Below is one of the videos we helped them produce.

Interested in learning more? Click here for our FREE video tutorial on how you can shoot decent videos on your phone or laptop. We can help with the editing to snap up the finished product.

The Next Two Tiers…

These second two tiers are the journalism production tiers. Journalism Productions are where a majority of professional videos fall because the quality is high enough while still being quite affordable. Journalistic videos can also be particularly appealing to an audience due to their unscripted feel and authentic presentation.

Tier 3 – Earned Journalism

When It Makes Sense

This is a bit of an x-factor. Earned journalism aka news journalism, is a possibility whenever your organization is doing something that is deemed newsworthy to the masses. If you have an event or cause that you feel is a great opportunity for News Journalism, make sure to let your local news stations know with plenty of lead time.

Production Quality?

Decent. News journalists are professionals with training and quality equipment. Ultimately, though, news stations must produce several newscasts throughout a day, so they don’t have much time to put the story together and it may be missing the depth or aspects that you’d like.

How Much Will It Cost?

It can really vary when it comes to getting the news to produce a piece on you. Usually, it doesn’t have any direct costs, but rather a combination of time and the costs for putting on a quality event or cause that intrigues the community and attracts the news.

Tier 4 – Hired Journalism

When It Makes Sense

There are a lot of things that happen that are a big deal to you and your specific audience, but it may not check the boxes for the mainstream media. Other times, even if it makes the news, you may want a more robust, well-rounded, story to share. That’s when hiring a professional video production team to tell your story makes sense.

Production Quality?

Good. Usually, there’s not a script, and the story is put together with first-person interviews. There are a minimal crew and minimal equipment during these productions. Many times the final video is accompanied by music, graphics, pictures, and text.

How Much Will It Cost?

A production like this is likely going to cost at least $2,000 and can be much more depending on the time needed and complexity of the production.

An example:

One of our values at Good Fruit is to help first and be a positive force for good in our community. In that spirit, we volunteer our services once a quarter to tell the story of an organization within our community. This is one such story.

Want more examples? Check out our Solutions Menu to understand what’s possible at what price point!

Tier 5 – Cinematic

When It Makes Sense

When you want a piece that’s more polished than a professional Journalism piece but doesn’t need to go full Hollywood, this is the right fit. Your video likely doesn’t utilize hired actors, a makeup artist, or music written for the piece, but there’s still a lot of thought and energy into creating a quality, polished piece.

Production Quality?

Great. There is more thought put behind the shot selection, likely more equipment, and a larger (but not massive) crew involved to make sure everything runs smoothly and the video is high quality. The final product will include the same elements as a Professional Journalism piece, but may also include some (or all) animation, and advanced picture and sound enhancements.

How Much Will It Cost?

A production like this can vary greatly depending on the overall scope, but you should expect to spend a minimum of $5,000 and the zeroes can tack on quickly depending on the scope.

An example:

We love working with our friends at SISU Mouthguards. Recently, we produced this commercial for them. Check it out!

Tier 6 – Hollywood

When It Makes Sense

When you need and want to wow your audience, this is the way to go. It’s likely that there is a script, a big crew, lots of equipment, actors, and logistics involved.

Production Quality?

Superior. There is a lot of planning behind every shot and every word in the video. All aspects of the video are controlled. The crew is large and the equipment is top-notch. The final video will be meticulously put together for a superior look and feel. The sound will be top-notch and it may include high-end graphics and animation.

How Much Will It Cost?

If you want a cinematic production, pull out the pocketbook. It is possible to get some things done for as little as $25,000, but depending on your end goal, you can add zeros to that price tag quickly.

So there you have it; a quick tour through the spectrum of video production. Every tier has its own time and place when they are the best choice for relaying information to your audience. If you utilize the proper videos at the proper places and times, the value will be immense. If you have further questions, please feel free to give us a shout! Thanks.

What Role Should COVID-19 Have in Your Video?

If you haven’t noticed, we are in some pretty unprecedented times right now. COVID-19 has rocked our world and changed nearly every aspect of our lives. At least temporarily.

It’s been interesting to see how different organizations have reacted to the pandemic within their videos. Some choose to face the current situation face on and feature the pandemic and current safety measures (distancing, masks, etc.). Others choose to produce videos that resemble life before (and hopefully after) our current situation.

Before we go any further, it’s important to note that we are taking precautions to make everyone safe. We welcome you to check out our safety procedures in accordance with the state’s reopening plans.

Now, back to the blog. With the current state of affairs, how should your organization represent its videos in the coming months? Here are two questions you should ask yourself before hitting the record and our suggestion…

1. What Do You Do?

For any organization that has a lot of human to human interaction, showcasing their staff taking safety measures is a good option. If your organization is more about providing products, then it’s less important to have those safety measures front and center.

2. What is the Life Expectancy of Your Video?

How long are you expecting to use your video? If the answer is a year or less, COVID-19 will very likely still be around, so having people wearing masks, standing six feet apart, and washing their hands is not be a bad idea. If you are looking to produce a video that has an expected shelf life of 3 or more years, then featuring these precautions may not be as important.

Our Recommendation

Ultimately it will come down to you and your organization’s preference. Consider your audience. Will they appreciate you showing your team operating with all current safety measures or do you think they’d prefer to watch a video that didn’t remind them that we’re currently living in a pandemic?

There is no right or wrong answer. Our suggestion is to cover your bases. If your video is produced in a documentary style, with interviews from people, or even a scripted, direct address, the person doing the talking will not be expected to wear a mask while they’re speaking. However, when capturing the supplementary and complementary video, known as b-roll, it’d be easy enough to capture each shot or scene with both people wearing masks and not wearing masks. If you choose not to have people wearing masks or taking specific safety measures during your video, a text disclaimer that when the video was shot, all individuals took proper safety precautions can be added to the video as well and can easily removed in the future.

We hope this article was helpful for you as you continue to create great, safe, and thoughtful video content during this unique moment in time! Stay safe. Do Good and Be Fruitful! If you have any more questions or comments, feel free to let us know. Thanks!


If you would still like to produce videos for your organization, but don’t want to bring in an outside person or company to do so, we have you covered as well. Our own, Kraig Westfall, produced a video on how you can shoot a good video on your phone or laptop.

The Two Most Important Things to Look For When Selecting a Video Production Team

If you asked a million people what they want from a video production company, many of them would come up with a consensus that they want them to produce consistent, quality video on time and on budget.

Here’s the thing… any professional video production company should be able to check those four boxes. Yet, at the end of the day, you still prefer to work with some of the companies over others. Why is that? It’s because budget, quality, and speed are only 60% of the equation. In this blog, we will share the two things most important things to look for from a video production company.

1. Their Core Focus & Values

Successful businesses always have a core focus and values from which they’ve built and run their business. Sometimes businesses go one step further and have a promise to go along with it. Promise or not, working with an organization whose focus resonates with your desired outcome and whose values mesh with your own, is key. It will, not only make for a better experience for the project but likely develop a long-term relationship.

Oh, and if you’re wondering, our core focus, values and promise are…

Our Core Focus is to… 

Make Video Easy

Our Values are…

Keep It Real – Be honest at all times

It’s All Good – Stay calm and focus on options

Move the Needle – Make progress and have an impact

Do Good Be Fruitful – Always do the right thing

Stay Curious – Continue learning

Our Promise is to…

Deliver a Video You LOVE

Our goal is that everything we do as a company reflects our Values and that we execute on our Core Focus and deliver on our Promise every time we produce a video for anyone.

Organizations with many different values than ours should likely not work with us and vice versa. It’s just not a good fit.

2. Their Production Style

Do you want to be more hands-on or do you prefer taking a hands-off approach with your production?

Do you already have an idea of what you want or do you need their team to do the creative lifting for you? 

Finding a video team whose production style jives with your desired approach is extremely important to have the best experience and outcome.

For instance, at Good Fruit, we’re not experts in creating concepts, making storyboards, and or writing scripts in-house. What we are experts at is executing on the vision that our client brings to us. Our best work happens when we are given a crystal clear vision from the client and then they step back and trust us to deliver a video they love. So, we’re not a good fit for organizations who want to be more hands-on and are expecting their video production team to provide creative vision from scratch.

Ultimately, getting a video produced should be a fun experience for you and your company. Not only should you get a piece at the end that reflects your business wonderfully, and does what you need it to do, but you should be satisfied with the entire process. Selecting a video team with the right core focus, values and style will allow you to collaborate at the level you’re comfortable with, will ultimately get you a video you love!

Good luck and have a fruitful production! If you need anything else, feel free to give us a shout. Thanks.

Do You Need a Script For That?

When we meet with a new client to discuss a project, it’s often asked, “Who writes the script?”. That’s a good question, but it’s putting the cart before the horse. Really, the question to ask is, is a script necessary?

At Good Fruit, we’re all about authenticity. Allowing real people to use their own words, to tell the story. We then remove the stumbles and long pauses during the editing phase, making the final story smooth and seamless. We’ve successfully produced thousands of videos this way over the past decade, all with different uses and goals. However, there are a handful of times that scripting is necessary.

1. How-To videos

How-To videos, like the ones we produce for Melling Engine Parts, require specific words and exact terms to be used, making a script important to make sure you get it right.

2. Animation videos

If a video is going to be animated like the one we did for CPAN, it will require a voice-over. I have yet to meet a voice-over artist that does not require a script to read from. Looking for a good voice over artist? Looking for a voice over artist? We recommend using Speedy Spots.

3. TV Commercials

TV commercials like this one we did for MSU Libraries, have to be an exact length. A script is usually needed in order to make sure you stay within the allotted time.

There are a few other times when someone may decide to go with a script for all or some of a video, such as with a historical video. However, the three types above are the three types of videos that require scripting.

Other times, people feel more comfortable with a simple outline with a list of pre-chosen questions or topics for them to review and think about before the interview. That’s fine too.

Ultimately, it comes down to what your goals are and what you’re most comfortable with. If you have further questions, please don’t hesitate to give us a shout. Thanks!

Are Your Videos Fully Inclusive?

Picture of the Good Fruit Video's vehicles

There’s a big difference between having a video and having a video that’s fully inclusive. In the United States, 3% of all citizens are legally blind and 4% of citizens are deaf or hard of hearing. Beyond that, though there is no concrete number, it’s estimated that a minimum of 5% of US citizens cannot read due to dyslexia or a learning disability. If your video is not fully inclusive, you could be missing out on reaching 12% of your potential customers, clients, supporters, volunteers, champions, and fans. So, what are three questions you should ask yourself before making your next video?

1. If Someone Can’t See My Video, Do They Know What’s Happening?

A trend in instructional videos today is well-shot videos with only a music bed and text to supplement the video. However, if a person cannot see it, will the video be useful to them? Consider providing some sort of audio description in your video. There’s a spectrum when it comes to audio description. Most people can get the gist of the video with simply the spoken word from interviewees or a narrator speaking. However, sometimes it may be important to describe everything happening in the video in detail for someone to really understand what’s going on (especially for those trendy instructional videos). If you think it takes away from the overall artistic vibe of the piece, consider creating a second, accessible version.

2. If Someone Can’t Hear My Video, Do They Still Understand the Content?

Adding captions to videos should be something always on your radar. Depending on where you host your video, it can be pretty easy to do as well. For instance, Youtube or Facebook will auto-generate captions for you. However, always review the captions for accuracy before publishing. On occasion, auto-generated captioning can even include offensive words. Also, if you are going to present the video to a group outside of the world wide web, make sure that the video is subtitled or has the captioning burned into it, so anyone that needs it can read the spoken words of your video.

3. If Someone Can’t Read the Text on My Video, Are They Missing the Point?

Text in a video can really help drive certain points home. It can also be helpful overall for viewers to really absorb the content. However, if there are certain things that are simply written and not spoken, those with vision loss and those with cognitive or learning disabilities may not pick up on the information you are relaying. Consider adding a detailed description and/or Alt-Text to the video that can be read by a screen reader.

Now you know what to think about before making your next video. But what about the videos you’ve already produced? We suggest doing a simple audit of your old videos. Note… Make sure you’re reviewing all your videos, including ones that may only be on social media or on your website. If you find they’re lacking in accessibility, don’t fret. There are ways to add captions, alt-text, and video descriptions to videos, no matter where they are hosted. If your video does not include any audio description, consider explaining the video in the text description.

Don’t have time to do an audit yourself or would like assistance, Good Fruit Video is happy to help. Just give us a shout!

I hope this information will help you with your video projects past, present, and future. Not only will asking yourself these questions help you be more inclusive to individuals with disabilities, but it will help your videos be more accessible for everyone. It’s a win/win!

If you have additional questions or comments, feel free to reach out to me at any time at justin@goodfruitvideo.com. Thanks!

I Have A Great Video. Now What? 5 Ways to Get the Most Out of Your Video.

video shoot

Video is an amazing tool that can do some incredible things for your organization and brand, but like any other tool, it needs to be utilized correctly to get you all those results you hear about. We’re here to help you identify the ways you can get the most out of your videos.

1. Upload it to a Video Sharing Site.

The first thing is first. Utilizing a platform like Youtube or Vimeo will allow your video to automatically come up in web searches. Videos carry a lot of weight on the world wide web and so they carry the priority in searches. They also make it easy to share the video in emails or on webpages.

Helpful hint… Google (the #1 search engine) owns Youtube, so they prioritize that video content over others.

2. Send it in Emails

Whether it’s a sales e-mail or a newsletter, including links to videos are shown to improve open and conversion rates.

Helpful hint… programs such as Constant Contact and Mail Chimp allow specific tools for embedding videos.

3. Embed it in Your Website

Make sure the video is embedded in the appropriate place on your website. I.e. if it’s about your organization in general, have it on the Home Page. If it’s about a certain program, house it on the page about that specific program.

Helpful hint…Have the video near the top of the page, so viewers can watch it first and, if they’re interested, go into more detail by reading the text underneath.

4. Share it on social media for free

Facebook, Twitter, Instagram, Tik Tok, and others allow you a free platform to share your video. The numbers will not be as large as those coming from television, but viewers watching a video online are much more targeted and are choosing to watch the video and those are the numbers you want!

There are also paid options for all these platforms. Putting a little money behind the post can exponentially increase the targeted views as well.

Helpful hint… Upload your video straight to Facebook allows for a much more interactive experience, as your video will automatically start playing in the same window, rather than making the viewer click on a link first and be redirected to where the video is housed.

5. WRITER’S CHOICE: Play it before speaking or at an event

When speaking in front of a group, you only have a finite amount of time to share information about your organization, program, event, product. Using a video allows you to provide a 10,000-foot view of whatever you’ll be speaking on, quickly, making the most of your time. You are then left with the opportunity to answer questions and elaborate on details that are most interesting to your audience.

I hope you found this article helpful in getting the most out of your video. There are several other ways to effectively share your video and as technology grows, the opportunities will also grow. If you would like to learn more, we suggest these articles by HubSpot. If you would like assistance with sharing your video, we’d suggest reaching out to one of the following organizations we’ve worked with in the past…

Smith Advertising

Inverve Marketing

Glow Social Media

Change Media Group

Need more assistance? We’re here to help! Just give us a shout.

So… How Much Will This Video Cost?

So… How Much Will This Video Cost?

Welcome to Good Fruit Video, where we’ve had the honor of collaborating with countless clients over the past decade and a half!  From products to services, we’ve worked with all sorts of fantastic folks, like you! One question we get asked time and again is, “How much will my video cost?”  Fear not, my friend, as we’re here to shed some light on the variables that determine the price of your video project. Let’s dive in and demystify the magic of video production costs.

Variable 1: The Planning

Planning is the secret sauce for an outstanding video. Answering key questions about your purpose, target audience, message, timeline, and delivery will set the stage for success. Then choose a style, from documentary to scripted (or a mixture of both), each approach has its pros and cons, depending on your project’s goals.

Variable 2: The Crew

The size and expertise of your crew can impact the price tag. Seasoned pros bring a different punch than raw talent, and both have their place! You can also consider tapping a member of your team, but remember, it might stretch their daily tasks. Choose your crew wisely and let them shine on set!

Variable 3: The Equipment

Lighting and sound are the dynamic duo of awesome videos! Understanding the need for extra equipment, like stabilization tools, will ensure your video’s quality shines brightly. Set the stage for success with top-notch gear. But a friendly reminder… high-quality equipment isn’t as important as a talented person or crew behind the camera!

Variable 4: The Travel

Lights, camera, action, but not before we get there!  If your video person or crew hits the road to capture footage, expect travel costs. Distance, crew size, and time on the road (or in the sky) will need to factor into your video budget. Multi-day shoots may also involve room and board charges. So, get ready if travel is involved.

Variable 5: The Shoot Time

Depending on the company, you might be charged per hour, half-day, or full-day. Plus, remember, setup and teardown take time too, so plan accordingly and make every minute count!

Variable 6: Post-Production

The magic doesn’t stop once the cameras do their dance. Post-production is where the story comes together. From creating narratives to adding captivating visuals, the editing process is a work of art! Color grading and sound tweaks add the finishing touches for video perfection!

Variable 7: Turnaround Time

Speedy delivery or relaxed timeline? Your desired turnaround time impacts the level of hustle required by the team, which will influence the cost. Don’t rush the masterpiece unless it’s needed!

Variable 8: Opportunity Cost

Some shoots are once-in-a-lifetime opportunities!  When time is of the essence, the stakes are high, and you’ll spare no effort to make it a blockbuster! Booking a videographer’s time is invaluable, as cloning tech is still in the works!

And the Non-Variable?

Video length doesn’t (or shouldn’t) hold too much power of price persuasion!  A short video might require extensive work through the whole process, while a longer piece could be basic and simple. What matters is the video’s impact on your goals!

So, what’s the cost of a video? It’s not a one-size-fits-all answer! It depends on the magic mix of variables tailored to your unique project. But hey, remember, what truly matters is the value your video brings to you!

Got more questions? Reach out anytime! We’re here to help you make your video dreams come true!  Thanks for joining us on this video voyage!

How Long Should My Video Be?

video screen

This article might get a little uncomfortable. I’m about to share a secret with you that you may not want to hear. Ready?

No matter how much someone is interested in your product or company, no matter how much they love it or love you, you still only have a very very short amount of their time. In today’s society, it’s best to make a quick impression, they will respect you more for that. So, how long is that impression? Ten minutes? Five minutes? Three minutes? Try two minutes.

Yes, two minutes is the magic number. For now at least, until there are even more demands on people’s time, and then it’ll drop again. Here are a few questions or comments I’ve received when relaying this information.

We play our video at an event where everyone is there for us. Surely, our video can be longer then, right?

Maybe. No matter where you are, you’ll start to lose viewer’s attention exponentially after 2 minutes. Remember, just because a person is with you at an event, doesn’t mean they’re fully there. They still have a smartphone that is full of their e-mails, social media accounts, news articles, and videos, all vying for their time. They obviously care enough to be there in the room, but that doesn’t mean you have their undivided attention.

But we have so much information to share. We can’t share it all in two minutes.

This is true for nearly every organization, program, or event. Two minutes is rarely enough time for everything. Consider making one, 10,000-foot view video, that gives an overview and maybe touches on a few key messages. Then create multiple, bite-sized videos that share specific information about specific things. That way a viewer can pick and choose the information that’s most interesting or important to them. If you force viewers to sit through information they don’t care about, you will lose them.

Is there ever a time when videos can be longer and still be effective?

Training videos are the exception to the rule. However, breaking up training modules into smaller, bite-sized nuggets of information will still be more effective and help with overall information retention.

I hope this blog has been helpful for you. If you’d like more information about this, we’d recommend you check out this article by wistia. If we can help you any further, please give us a shout! Thanks!