Figuring out which video production company to work with can be tough. Asking all of the right questions can be even tougher, especially when you don’t know what questions to ask! In this post, we’re going to share some important factors to consider before hiring a production company to make corporate videos for your businesses.
1. Video production companies that aren’t insured.
If the company you end up hiring isn’t adequately insured, your company could be on the hook for any damages that the video production company does to the public or the property at which they’re filming while shooting your video. At a minimum, production companies should have coverage for liability (at least $1,000,000), third party property damage (at least $1,000,000), and workers compensation. For more information on what kinds insurance video production companies must have before you hire them, click here.
2. Video production companies that “specialize” in everything.
Especially when working with small video production companies, make sure that the company’s core competency is video production. A lot of website development companies, for example, say that they offer video production services hoping that they can sell clients videos and figure out the specifics as they go along or bring in a team that won’t be familiar enough with your business. To avoid that, make sure to thoroughly review the production company’s portfolio before signing up for anything.
3. Corporate video production companies that don’t have a strong grasp on new media.
Online videos are not the same as TV commercials or movies. The format is different, viewing habits are different, and what makes new media ads successful is not the same thing as what makes a TV commercials or movies successful. A company that specializes in commercial video production might not understand the importance of engagement/conversion techniques, search engine optimization (SEO), distribution channels, brand partnerships, and choosing the right delivery platform. Without all of those things, even the best web video in the world could flop.
4. Commercial video production companies that make corporate videos, but want to be making TV shows or movies.
People seldom go into video production because they want to help businesses sell more products. Instead, their ultimate goal is to make a hit movie or TV show. Although their work may look great, a great looking video alone doesn’t motivate people to take action or trust your company. Make sure to look for production companies that specialize in marketing videos or that you’re working closely with an ad agency/marketing company.
5. Video production companies that focus on winning awards.
Sure, a beautifully composed shot will be helpful in your video, but industry awards rarely take into account the business results that videos produce! Unless the company you’re considering has won awards for the effectiveness of their campaigns, make sure that you validate their marketing prowess in some other way.
6. Video production companies that act like they know more about your business than you do.
Creating an effective web video is a collaboration between the video production company and the business. Pick a company that isn’t afraid to voice its opinion, but doesn’t let ego get in the way of creating the best video possible. Avoid the yes-men as well as people who claim to know more about your marketing needs than you do. The last thing you want is a company that refuses to make a video to your specifications because it doesn’t align with their ultimate vision for the video. At the end of the day, you’re the boss and you decide what goes in that video.
7. Video production companies that say they can make you a video that will go viral.
Just as there is no way to predict whether or not a new song will be a hit, there is no way to make a video that will definitely go viral. There are certainly good practices to follow that should be part of your plan from the beginning stages of the project but no production company can come close to guaranteeing virality. Focus on creating content that people are going to want to share. For more info check out our blog post on the subject.
We hope these tips have been helpful to you in your search for the best video production company to work with to produce your corporate and commercial videos. If you have any other tips for our readers, please share them with us!