What to Look for When Choosing a Video Production Company

We see videos all around us on television, YouTube, Instagram, Facebook, Twitter. They allow us to connect with others, they can be emotional and intimate. But how do you make one? How do you get one that is of high quality? What even is the purpose of a video? If the video you want created has elements such as music, graphics, a specific look and feel to it, a free software like iMovie is only going to get you so far. Plus the amount of time to it takes to learn and edit. You need to hire a videographer, also known as film maker.

Before we dive into the traits to look for in a videographer, let’s review what it takes to thrive in this profession.

1. A vast skill set of being able to capture, manipulate and piece together visual and audio media
2. Detail-oriented, organize, be able to sit with a project for a lengthy time making small tweaks and adjustments

In this article I am going to break down the three things to consider when selecting the videographer that makes the most sense for your project. Like any kind of research you may want to consider creating a spread sheet with the names of videographers and any significant traits (other than listed) that you are seeking.

1. Personality

You are going to be working with this person quite a bit, discussing the initial concept, reviewing pricing and ultimately hiring. You’ll need to work with someone who is able to correspond with easily. You may also be looking for someone who can consult and give you feedback if your idea just has too many moving parts, or could be improved. It’s been my experience that many people can do the work, but in a timely, professional manner is what separates a good from a great videographer. Your initial gut reaction is a good measure for gauging this individual or production company, are they friendly, responsive and have the confidence to get the job done.

2. Their Work

A portfolio is a good demonstration of a videographer’s previous accomplishments, as well as gives you a sense for their style. Many people assume that all videographers are the same. You ask them to make a video and they make it. Wrong. Everyone has their own unique abilities and range of skills that they are capable of executing. Depending on their background and personality they may feel more comfortable story boarding and blocking out every shot, while another videographer may like to allow things to happen more organically, capturing footage and piecing together on the run. There are pros and cons to each. Some videographers may have developed their graphic and animation skills, while others focus mainly on storytelling and abstract visuals to explain a concept.

Questions to ask yourself:

Are you looking for anything specific with your video? (emotion, feeling, objects, actions)

Do you have examples of what you want?

How will the video be used?

Check their portfolio to see if they have any videos that align with what you want created. But, keep in mind that what is in a videographer’s portfolio is likely what they enjoy creating and where they excel. With that said, most videographers take on a good set of projects to pay the bills, may have previous experience, or might be willing to stretch themselves in creating a video for you. It doesn’t hurt to ask if they have done something similar to the project you have in mind previously.

Tip: Provide example videos to show your videographer, then ask them to share any samples of similar work with you. If you are satisfied with how close they are to the mark with what you are looking for, hire them.

3. What You Are Getting with a Video

You are probably thinking to yourself. I’ve watched tons of videos, I know what they are. But have you taken the time to consider what a video is actually doing for you as a viewer? Most likely, not, I didn’t until I sat down to write this article.

Video is UNIQUE

Having a product that is custom tailored to you makes a big difference to your appearance. Think of the world’s nicest suits, dresses, belts and watches. They are all custom, hand-made, they are altered and adjusted to fit each wearers body specifications. In turn, this creates a professional and sleek appeal. What does appeal do? It builds confidence and demonstrates authority, as well as makes you stand out from everyone else wearing similar items. Yours was made for you. From the outside looking in, that is a huge selling point to a customer. If someone has good taste, they will seek out a product or service, that not everyone has or that the general population does not have access.

Distinct

• A video that is made about you or your company can only be used for your company. After all, there is only one, unique you. Unless you’re a twin, then in that case figure out a cool way to incorporate them into your video. Can you say stunt double?

Custom

• Some videos can be produced at scale if they discus a general topic, covering some general education. But a video created for you is custom made to your brand and the style of your business.

Video is FUNCTIONAL

Video serves a purpose. It actually serves many purposes and can be used in so many different ways that it is one of the most powerful medium for getting your message across to a large audience for a very long time, if done correctly.

Comprehensive

• A video done well, can be easily understood. Unlike reading where you have to develop a skill set and you are limited to by the rate at which your eyes can scan and comprehend the information. A video sets the pace for you and directs your attention around the screen. It can be much more of a relaxing and passive experience. Did you know that the average American spends 6 hours a day watching tv. That’s the power of video.

Playable/Automatic

• Many times when scrolling through a social media feed, you will find videos will automatically start playing. If the video is done well, the first 5 seconds will compel you to keep watching to completion. For most of us, we do not automatically begin reading any information that comes our way, it takes work to read. That’s why when we visit a museum, not everyone is reading all of the plaque descriptions. Unless you are my Dad, then you read everything.

Shareable

• With a click of copying a link, you can send the video to others in an email, direct message on social media or post anywhere on the web to gain attention and traffic to your website. This ultimately is what can compel people to do work with you.

Informative/Educational

• The combination of visuals, voice, music and text is truly powerful. There’s another thing, a video outlines how you should process the information, from the moment you click the play button to the end.

Durable

• A video about your business is going to last as long as we have access to computers and the internet. A video does not depreciate, rust or wear out. A video done well ideally will be of use to you for 5–10 years, and possibly the eternity of your business depending on its nature.

Video CONNECTS

Have you ever wanted to speak with someone at any hour of the day and just about any where in the world (with a decent internet connection)? That’s the magic of video. A video can be seen anywhere at any time, at the convenience of the viewer.

Engaging

• Have you ever seen a toddler glued to a tv screen watching television? Good video can do that for your audience. The message is being geared directly to your audience, their attention-span and is proving a value that they desperately are seeking.

Intimate

• Up close and personal. People can see and read the emotions in your face. The video does not lie, it has the ability to show someone’s true character with how they present themselves and speak with the camera.

Emotional

• With the combination of visuals, music and sequencing, video can be a powerful tool to resonate, and pull at the heart-strings of customers.

Video Develops TRUST

Have you ever watched a video and felt like you had a sense of who the person was? Especially if you watch a series of videos from one individual, for example Casey Neistat likely has a huge fan base of people who think they actually know him since they have consumed so much of his content. They think they know his thoughts, personality, family and even tendencies. In reality they really don’t know him, but the subconscious effect of video makes one believe they do.

Any person who is speaking in a video is instantly viewed as someone to look up to, credible and we want to listen to them. It’s very similar to a book. When someone puts the time to gather some ideas and express them in the nice package of a moving picture, we tend to give credibility and authority to that speaker instantly. Video works on a subconscious level, as humans we want to be able to associate with others and make connections. Due to the nature of video, unnecessary elements must be stripped away, so you are getting the core message behind any idea.

Credibility

• The more content that people see of you speaking in a positive light or the more content around your business builds and develops thought leadership in the marketplace.

Authority

• We take anything that is written in a book as gold or fact. The same interpretation goes for the information conveyed in videos.

4. Pricing

Everyone is curious about price. It’s only natural as budgets play a big role in the decision making process. Unfortunately, pricing can make some people queasy. The general notion around video production is that it is expense. Think of a Hollywood film budget. There are exceptions, but most films making it to the big screen were not made on a shoe-string. The exceptions, movies like Paranormal Activities, were able to have success by assembling great crews, innovation, storytelling and basic effects. But those kind of films are a once in a decade. A unicorn.

Keep in mind that you are commissioning a custom project. This is not a video that can be mass produced for tons of people like many other digital products. It can only be used for you and your business. A general rule of thumb in the industry is that for every 1 minute of edited video is $1000-$1,500. Before you write this number off, let’s actually break down what goes into that solid 1 minute. And here we are talking about an edited video, not someone recorded talking about a subject, but a video where there are cuts, footage has been sourced, music, graphics, and other little finite details.

Other thoughts:

Keep in mind that video is an investment not only in a digital asset for your business but you are helping out a local business/individual as well. Another aspect to keep in mind is that you get what you pay for. You could have an assistant in your office film a project on their phone or reach out to a local highschooler, but there is a learning curve for everything. With a professional you are buying skill, knowledge and experience.

5. Process

Many people overlook that in the making of a video there is an amount of pre-production, production (filming) and then post-production (editing). Here is what typical timeline looks like for a video project.

• 1–2 HR: Initial meeting, idea discussion
• 2–4 HR: Proposal and concept (script/storyboard)
• 1 HR: Review documents
• 1 HR: Schedule filming
• 3–8 HR: Film/rehearse
• 1 HR: Offload footage
• 3–5 days: Editing (many videographers will ask for 2–8 weeks *depends on project)
• 1 Day: Review
• 1 Week: Edits, upload to hosting platform (YouTube) and then sharing at the perfect time of day

6. Conclusion and Next Steps

Hiring a videographer might feel overwhelming, but that is why you work with a professional. They can guide you through each of the steps along the way and provide consultation to make your vision come to life. Patience, a vision and willingness to try new things will go a long way in crafting your video(s). Fortunately there are steps that you can take today in making your video a reality, these steps will also make it easier for the talent that you hire to have a better understanding of your project and help you in achieving your vision.

1. Find examples of what you like (bookmark or save links to a google doc)

• Add these links/videos into a database for future ideas for videos

2. How you would like to use the video

• Will you post the video to Facebook? Linkedin? The home page of your website?

3. Create a plan

• List any key scenes, company assets to display, favorite music, deadline for the project

Enjoy the process. Finding and developing a relationship with a videographer can be a wonderful experience especially as you watch your video come to life, as well as continue to develop a database of video assets for your business.

About the Author

Bryan Cargill is the host of the Media Marketing Podcast, with over 7 years of video marketing experience making productions for corporate clients in Financial Services, Healthcare, Technology, and Nonprofit. Bryan’s digital video concepts allow him to take complex ideas and turn them into educational and entertaining video content. Visit www.bryancargill.com to learn more!