Posted By:
Craig Newman
May 16, 2013
Filed Under:
Business Video Tips

Post-production; what is it and what does it mean for corporate video?

In today’s tech-savvy society, web-based videos are becoming increasingly popular. They are instant, free entertainment. However, the best online videos still require post-production in order to achieve the purpose they were created for.

So, what is post-production?

Audio Adjustment:

Sound is at least half of your message! Don’t believe me? Look back through your latest YouTube videos and find one of your favorites. Now mute the speakers. Not the same is it. Too often people spend time trying to get their video to be as visually impacting as possible and they forget that getting the right sound levels is far more important.

In post production you have the opportunity to mix the audio to an appropriate level for the best quality audio. There are also the limited ability to clean the sound up and make it a crisper sound.

Video Editing:

Video post-production typically entails a good deal of editing in order to make sure that the story flows in a manner that is easily understood by the viewer.  Since most internet videos are not shot in a single take, it is necessary to piece together the best shots from different takes.  It can be range from a simple to complex process, but the finished product is a video that flows seamlessly, making it more appealing to the viewer.

Grading & Colour Correction:

One of the big differences between an amateur video and a professional video is the grading and colour correction. Grading a video can be a creative process in it’s self. You can make daytime look like night, replicate 1970s film stock, create a grungy horror movie look… the possibilities are virtually endless. For the most part, corporate videos doesn’t need to be graded as a special effect but it should be graded to look clean, professional and crisp. 

Graphics and/or Titling:

Quality video post-production can change the tone of a video.  In many cases, graphics and computer-generated special effects are added during post-production.  These special effects can change an incomprehensible video and give it meaning.  These often help add the “wow” factor to videos.


Music can dramatically change the feel and emotion of the video. Finding the right music can be time consuming however it has such a large impact that it essential to find the right piece to portray the correct message in the video.

“Internet films and videos are works of media art, and they require post-production work just like a cinematic production.  These mini-movies often need editing, special effects, and corrections in order to make them appealing to the public.  Video post-production is an often underrated part of the creative process, but it is the aspect that gives a video the polish necessary to make it marketable.” – Unknown

Please comment…

Do you think there is anything missing from the post-production list that relates to online or corporate video?

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