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Video marketing continues to be on the rise - a survey conducted by Biteable found that 60% of businesses use video as a marketing tool. Of the marketers surveyed, 61% consider video to be a key part of their marketing strategy and 94% who already use videos in their campaigns plan to continue.
Videos are an effective marketing tool that can drive sales and delivering key corporate messages. However, getting your video campaign started can be quite the challenge - especially when it comes to finding the right company to produce your video.
With so many things to consider (timeline/budget/concept/etc), it’s easy to get “lost in the sauce” when it comes to video production - especially if you don’t know the questions you should be asking.
In this article, we’ll be sharing some key pointers to note when engaging a video production company:
Before paying for any product/service, most people look for product information and customer reviews.
Similarly, for video production companies, you should look at their portfolio (past works or showreel) and client testimonials (usually on their website, if not look for reviews on Google/Facebook) as a first step in the vetting process. These are a good indication of the company’s credibility and give you an idea of the type and quality of videos they can produce (also whether they meet your standards).
Take note of the types of clients they have listed. Are they mostly small startups, corporate brands or government agencies? If you’re a small startup, you might prefer a video production company with prior experience in producing videos for other small startups - who have similar marketing needs to yours.
(bonus points if they have recurring projects, which shows that they’re committed to building long-term relationships with clients)
When looking at their portfolio, take note of how they build content. Ask yourself whether their videos are engaging and relevant with good storytelling and production value. Make sure you cross-reference with the portfolios of other companies as well to see how they stack up against the competition.
Lastly, take a look at how each video was credited - in some cases, the company may have only been involved in one aspect of the production (e.g. post-production only) and not the entire production.
While not mandatory, it’s a good idea to create a project brief that gives an overview of your company/business. This includes information like your marketing objectives, target audience, timeline and budget.
It’s important to set your marketing objectives from the start. Producing a video just for the sake of it won’t cut it in today’s media landscape - competition is stiff and audiences have shorter attention spans. Are you looking to promote a new product, or simply raising awareness about your brand?
Your target audience is another key consideration. By defining your audience (age/location/gender/interests/etc), your video production company will have a better idea of the type of video your should produce for said audience.
Lastly, plan your budget and timeline. The amount of time and money you have to spend on your video often determines the type and scale of video you can produce (i.e. don’t expect a McDonald’s level commercial on a tight budget/timeline). Set realistic expectations - nobody wants to see a poorly-produced video, which does more damage to your bank account (and reputation) than having no video at all.
Take note that price is not always an indication of quality. Some expenditures in video production cannot be avoided such as large crews, expensive equipment and more, but we here at Big 3 Media are experts at saving money on your video production - without sacrificing on video quality. Drop us an enquiry here today!
Now that you’re done your homework, it’s time to schedule a meeting with your selected video production company (ideally in-person, or over video call). Here’s a list of questions/pointers to keep your meeting on track:
As a client, you want to find a video production company that shares similar work values and ethics - especially since you’re going to be working closely together for a period of time. Video production is a big task, so it always helps to find a company that gets where you’re coming from. Ask them questions about how they started and how they’ve made it to where they are now.
As you go through your project brief, take note of how they respond. Do they understand your needs and offer helpful recommendations? Do they carry themselves professionally and communicate clearly? Or do they come across as arrogant and unwilling to help you achieve your marketing objectives?
Once you’re done with your brief, turn the spotlight onto them and ask how they’ll be managing the project. Ideally, you want to hire a company that handles every aspect of the video production (pre-production/production/post-production).
Get an overview of their process and find our how everyone will be involved. Ask about their SOPs (standard operating procedures) and establish clear the lines of communication between you (the client) and the company (typically this is the video producer). Make sure that everyone is clear on the budget and timeline so that everything can proceed smoothly.
Another question you can ask is what sets them apart from their competitors. By doing so, you get an idea of where they stand in the industry and show that you’re an informed client who knows what they want out of the video production.
For example, if your video concept needs drone videography, but the company has no experience in this department, then perhaps you should approach another company that offers drone videography on top of your standard video production package.
In a way, hiring a video production company is a lot like hiring any other service vendor. It’s all about the level of service, personal touch and attention to detail that separates the wheat from the chaff. And of course, it always pays to do your own research first!
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