You’ve already decided that you need video as part of your digital marketing campaign. You’ve heard of the studies.
According to research, 100 million hours of video are watched every day. Brands who use video in their campaigns and on their websites have on average a 4.9% conversion rate, as compared to 0.3-2% for other forms of online content.
Your business needs video. You can’t afford not to produce videos that don’t best represent your brand.
62% of consumers say that they have a negative opinion of a brand that produces poor-quality video content.
Hiring the best video production company may seem hard. But it’s easy when you know what to look for. In this article, we’ll explore what to look for and how to make the right decision for your business.
Start With Online Reviews
At first, you’re likely considering several companies. After all, you want to keep your options open and make the best decision for your brand.
Read their online reviews — not the hand-selected ones on their website. This will is an easy way to start narrowing down companies.
Find a site that has many reviews for the company you’re considering. Don’t panic though, and allow 1-2 negative reviews to deter you. Keep in mind that reviews are a very subjective system. Instead, look for trends or repeated concerns that may be a deal-breaker for your brand.
Once you’ve narrowed it down, you’re ready to take a closer look at the companies you’re considering.
Now, it’s time to visit their websites.
Don’t Get Sucked in
A video production company, like any business, will want to sell you on their service as quickly as possible.
They’ll often have a video on their home page set to music that gets you excited, evokes emotion, and makes it nearly impossible not to sign a contract right then and there.
But you’re looking for more substance — not just a good show. You need to know that this company is right for you, your brand, your customers, and your budget.
To find this out, you’ll need to look a bit deeper.
Hear From Clients
Most video production companies will have video testimonials on their site.
Watch the testimonials. Listen to how clients felt about working with the company. Also, look for insight into what happened after.
- Are they happy?
- Did they get the desired ROI?
- Did they have any concerns?
- What did they like most about working with the company?
- Was the company professional, helpful and responsive?
Video testimonials beat written testimonials all day because you can see things in the video that you can’t read. These are things like like:
- Body language
Aren’t those some of the reasons that your business needs video in the first place?
View Their Most Recent Projects
Every video production company should have an extensive portfolio for you to review. This isn’t the time to skim through. If you’re seriously considering a company, invest some time watching several of the videos.
Make note of the dates on projects. Many video production companies have been around for years. Equipment and industry standards change. Their latest videos will give you the best representation of what they do today.
When watching videos to choose a company, be on the lookout for things you might not even think about if you were watching for leisure.
Does the intro effectively get attention? The first 15 seconds are incredibly important. A professional video production company knows this, and understands how to make that impact that will keep viewers watching.
Do they use multiple types of shots like long shots, medium shots, over-the-shoulder or cut in? Are they able to tell a brand’s story through visuals and an effective script? Do the music and voiceovers flow smoothly with the visuals? Does their style and ability align with what your customers expect and will appreciate?
Ask About Their Involvement
This may seem strange. If it’s in their portfolio, they did it, right? Well, yes and no.
A video production company will often collaborate with other artists for things like special effects, animation, editing, sound, scriptwriting, etc.
If something in the video was really a deciding factor, make sure this video production company actually did that work. Most people will be honest if asked a straight question. But they may not speak up if you don’t ask.
Get Everyone On the Same Page
Create a creative brief including:
- Company Background
- Brand Style guide (fonts, colors, styles associated with your brand)
- Target Audience
- Competitive Advantage
- Goals for the Project
- What you want to promote
- Examples of videos you like & why you like them
- Examples of what’s worked for you in the past, if applicable
- Who to contact /How to contact
- A detailed Budget
Present this brief to the video production company. Do they foresee any challenges? If so, is it something that you can work out?
Do they have everything needed in-house, or will they be outsourcing? If they are outsourcing part of it, who’s doing part of the work? You’ll want to check that company out as well.
Most professional production companies will have everything you need in-house.
Review Your Quote
It’s now time to get a quote for the work. The video production company should have completed enough similar projects to give you a solid quote.
If there are any unknowns, they should clearly communicate those to you.
Get a quote from multiple companies if you’d like. But the goal is not just to go with the lowest bid. Go with the right company based on all factors.
This is how you’ll get the best return on your investment.
Hire a Video Production Company That Makes it Simple
There are lots of moving parts in video production, and several people involved in making a high-quality business video.
Things can get complicated. But not when you’re working with a video production company that keeps the process simple with a streamlined process-driven approach.
We take the time to listen to our clients in order to design videos that best meet your needs and connect with your customers.
If you’d like to learn more about how we can help your business through video, contact us today for free quote.