Six questions to ask yourself when choosing a video production company

Video is quickly becoming the easiest way to get you message across to consumers. With over 70% of internet users watching video content online, it’s no wonder so many companies are deciding to use video on their website.

Choosing to create a video is easy, choosing the right video production company is not. Our clients and those of our business community report that most companies are hesitant to start making videos because they think it will be difficult and expensive — they are concerned about the level of involvement they will have, whether a company will listen to their ideas and authentically reflect their brand. Just like most areas of business, communication and relationships are the key to success, so before you commission a video company to realise your vision we recommend asking yourself these five questions:

1. Do they show quality work?

By watching previous videos you can get an idea of the companies’ capabilities and expertise, but don’t get distracted by fancy showreels. These are often just montages of great shots collected over time and edited to a funky soundtrack; a showreel will not inform you of a production company’s ability to design narratives and generate ideas. Instead, check out the company’s portfolio films, especially those that are similar to your own industry — if they don’t have any then that’s usually a red flag.

2. Does their style match my image?

A production company will have their own ‘style’. Make sure when watching previous work that you aren’t only checking whether you like it, but you are also checking to see if this ‘style’ matches your brand and the message you are trying to convey. Think about what you want your video to involve, if you have a specific demand, i.e animation then look through similar work and see if they are capable of what you are asking for.

3. Do they care about my company?

It’s very important when working with a company that you have respect for one another. First, speak to someone in the company, share your idea and ask them questions — within the first couple of minutes you will be able to tell if they are interested and passionate about your project.

4. Are their previous clients happy with their outcome?

Testimonials are very important, especially video testimonials. A video production company should practice what they preach and also use video as their prime form of communication. By watching their client testimonials you will quickly see if they have made past clients happy and also discover if testimonials will suit your businesses marketing model. You can also look at the company’s client list and contact them directly to ask for a reference. Remember to ask questions about the working relationship as well as the end result.

5. Are you communicating well?

A strong relationship with your production team is very important. You need to feel as if you are being understood and respected, so make sure you over communicate. Ask the company how the project will be handled and what your involvement will be. A confident and experienced video production company will look forward to sharing the production process with you but they will also understand that your time is limited if you prefer to leave it all in their hands. Trust is very important, so make sure you can rely on a video production company before starting a project with them.

6. Can they do it to your timescale and within budget?

Never hesitate to ask questions. Ask when they can start the project and what timescale they will need — make sure this fits your deadline. Don’t be afraid to share your budget with them — an honest and passionate production company will be highly resourceful and will use your budget to let you know your options. Send out your brief to a few companies and gather different quotes, but remember you get what you pay for. A price too low and the product probably won’t be good, and too high you’ll wonder where all your money has gone. A good production company will be somewhere in the middle price range. A great video production company will realistically tell you what they can accomplish with your budget, while at the same time giving you recommendations on how to produce something even better that is still in line with your message and image.

If you like what you hear then book in a meeting to follow up in more detail and see if they will be a perfect match for you. You’ve worked hard and you deserve to get the best out of your marketing budget.

Let us know if you need any further advice. We’d love to hear from you, share ideas about your upcoming projects or reflect on any past productions to make sure that you have the right information to hand when you are ready to consult with a company to get the best out of your video marketing.