If your brand is considering getting into video—or mixing up the way you do it—now is the time. Online video is only growing. According to Wyzowl, 86% of businesses use video as a marketing tool, and 78% of video marketers say video has directly helped increase sales. Tl;dr: You need to get quality video content in front of your consumers. But if you don’t have the in-house capabilities to produce that awesome content, you might not know where to turn. That’s where a good video production company can help.
A good video company can brainstorm impactful video ideas and expertly bring them to life. But there are a lot of agencies out there, and finding the right one for your brand can be overwhelming—until now.
How to Find the Right Video Production Company
The hunt for a video production company can be a challenge if you don’t know what to look for. Luckily, we’ve compiled our team’s best tips to help you narrow down your search, vet candidates well, and choose the right partner for your particular needs.
1) Ask about their creative philosophy.
The creative marketplace means there are plenty of resources out there. But you want to be selective about who you’re working with. Asking an agency about their creative philosophy and approach will give you good insight into who they are and how they work. They may have a “one and done” mentality and are just looking to take orders. They may be looking to expand their portfolio with a different type of client.
The best agency will work with you and push to find the best creative solution. During early conversations, take note:
- Are they passionate about their work?
- Do they push boundaries and experiment?
- Are they creatively hungry?
These are all good signs.
2) Learn about the crew.
A video production company might assure you that their creative team will handle it all. But keep in mind, video is pricier. Mistakes, miscommunications, or inefficiencies can end up costing a ton. You want to know you’re in the hands of experts at every level.
Ask specifically what Director and DP they have in mind for your project. Look at those individuals’ portfolios. You should also find out about the creative stakeholders on their side. (A long, detailed internal review process can trip up your timeline far too easily.) If it feels like there are too many cooks in the kitchen, there probably are.
3) Ask about their collaboration process.
Creative work is a process. In the best case, you and your video agency will work to make sure your concept is airtight, your creative treatments work, and your production schedule is accurate. But you also want to know who you’re working with when things get stressful, something goes wrong on set, or other conflicts arise. Some things to ask:
- What’s the ideation and collaboration process like?
- What’s their preferred style of communication?
- What steps do they take to avoid miscommunication?
Tip: Even though many businesses are working remotely, you can still create good video content from afar. Find out about the 6 types of video you can create remotely.
4) Consider location.
Los Angeles and New York will provide more talent, but locations, permits, and talent will also be more expensive. Your needs will depend on the project at hand, but it is important to consider location both in terms of how you will work together and where the actual filming will take place.
5) Find out how they gauge success.
Pursuing video is a smart content marketing move to help support your efforts. Although you want a well-executed piece of content, it should always serve your goals.
That said, you and your video production agency should identify exactly what those goals are and, most importantly, how you’ll measure them. Whether it’s brand awareness, site traffic, or trial signups, you want to know your video agency will do whatever they can to help you achieve those goals.
- Can they explain how your video will achieve your goals?
- How will they determine success (views, placement, etc.)?
- Do they have a plan for distribution?
Tip: Measuring success is crucial for every aspect of your content strategy. See our tips to choose the right content marketing metrics to guide your strategy.
6) Peruse their portfolio.
Good work speaks for itself. That said, it’s easy to be dazzled by the number of projects or big-name clients you see there. These things are nice and can speak to an agency’s legitimacy, but you need an agency to help solve your unique content marketing problems. As you review the portfolio, keep the following in mind:
- Do they tell good stories?
- Do the visuals move the story along?
- Do they produce quality video (in terms of production value)?
- Do they fit your stylistic sensibilities?
Tip: If you have a particular style in mind, it also helps to share similar examples to make sure they’re on the same creative page (aka that they can produce that type of content).
7) Ask for examples of work in your industry.
When you’re starting to search a video production company’s portfolio, it’s natural to gravitate toward a video agency’s flashy, edgy, viral video successes. These are certainly great indicators of talent, but an epic CGI spot for a B2C company doesn’t tell you what they can do with your niche B2B subject. You want to know what their capabilities are in a specific context.
Tip: Ask for examples of previous work they’ve done within your industry to gauge this. You want to know that they understand your audience and sphere and can work within those guidelines.
8) Be upfront with your budget and timeline.
There are more stages of video production than in other mediums, from scripting and storyboarding to shooting, editing, and color-correcting. Many of these are out-of-pocket costs for a video agency, so it’s important to be honest about what you’re working with—and realistic in your expectations.
A good video agency will work to deliver the best value for your budget, but they need to know how to scale based on your real budget. (It also doesn’t hurt to ask for examples of work they’ve done at similar price points.)
Tip: If you decide to work together, a strong creative brief is crucial to keep your project on track (and within scope). Use our template to write a good creative brief.
9) Ask for transparency in pricing (but don’t nitpick).
The same way it is vital for you to be upfront about your budget, you are also entitled to know exactly what your money is going toward. Video is costly, and there are a lot of moving parts. To avoid scope creep, find out what services are being used and what the estimates are for each stage.
Just as your video agency will honor your budget, they should feel comfortable with this transparency—within reason (aka don’t ask for every PA’s Starbucks receipts).
Tip: Video is the largest investment in a content strategy. If you need more funds, try these tips to get more marketing budget.
What to Do Once You Find Your Video Production Company
Sometimes the difference between producing a good brand video and a great one is your relationship with your video agency. When you’re on the same page, vibing creatively, and creating space to do your best work together, the end result will be far superior.
- Prep your team. Download our Content Marketer’s Guide to Brand Video for tips on everything you need to know about video, including valuable things like set etiquette. If this is your first foray into video, this can be a super helpful resource.
- Start off on the right foot. See our 10 tips to do great work with your agency to build a good relationship from day one.
- Get inspired. If you’re not sure what type of video you want to create, it can help to see what others have created. Take a look at these awesome B2B videos and explainer videos.
And if you’re about to start your search right now, we’d love to be in the running. Take a look at our FAQs to learn a little about working with us, or reach out directly. We’d love to say “action” on your next project ;).