So You Want to Make a Video?

Video production as a way to promote and market a company’s products and services has become mainstream in today’s rapidly changing business sector. Companies are no longer thinking of video production as an option to promote their business in conjunction with or as an add-on to a print or digital marketing campaign. Video is now a must for any organization wanting to successfully promote and sell their products and services to both their current customers and to new markets. The affordability and access to better, less expensive video technology is allowing smaller companies to create high quality and engaging content that is creative and effective in getting their message to the market. However while the market pressures and opportunities to produce video are increasing, many companies are not taking the time to understand how video can be used most effectively for their particular product or service. 

Below we have outlined four key factors you should think about when you decide to take the leap of producing a video. 

1. What is the goal of your video? 

This is the very first question you should ask yourself when producing your video. You need to have a goal and know what you want to achieve in the video to ensure that when it’s completed you are happy with the results. Making a video for the sole purpose of creating content with no specific objective is probably not the best way to start your project. You should make sure that you know what exactly you want to say, who you want to target and what demographic you want to reach. Think about your final audience – ask yourself who is going to be viewing this video and how the goal you have set for making this video can be achieved with this audience. Your answers to these questions will generate many creative ideas that are relevant to your audience and give you a clearer direction about how to proceed.

2. Know your idea from the start and stick to it. 

We cannot stress this enough. So many times we have spoken with people who wanted to make a video for their business or product who do not have a clear idea of what they want to do going into the process. When you produce a video you should have a clear idea of what you want to do to achieve your video goal. This does not mean that you can't adapt once you start or not know exactly what shots you will need to get during a shoot day. If you covering an event, for example, you should always be open to things that might happen at that event that you couldn't predict. Things such as a great speech, people dancing, etc. shouldn't be ignored because they weren’t what you thought you would film originally, but the idea behind the video should always stay the same. Once you have shot the video you can seldom backtrack and decide that you want to promote someone else or another product. Sometimes that is not possible, and if it is, your video can start to get very expensive and time consuming with cost overruns and production delays. Our best projects are those where clients know exactly what they want and we are able to give them that product. 

What is your budget?

Budget is a huge concern for both the people who are producing the video and those they hire to create their idea. Basically any production company can cater to a specific budget but it is up to the production company to let the client know that not every idea is possible for the particular budget range they may have. As a client, it is always good to go to a production company with your idea and a range of what you are willing to pay so that the production company can help create your video as close to as your original idea as possible within your budget. It is also good for you as the client to go into every project willing to compromise on your idea if it cannot be fully achieved with the budget you have available. With enough money a production company can produce anything, but if you are expecting a video with a ten thousand dollar budget to look like video with a hundred thousand dollar budget you will disappointed with the final result. If you are wondering why your idea isn't possible for the amount of money you have don't be afraid to ask. Any good production company can cross reference your examples and break down all of your costs in their quote. As long as you know this going in, you and the production company will be happy with your results.   

4. What format should I shoot it in? 

We touched on this topic briefly in one of our earlier blog posts. With the access to new technology we are hearing a growing number of buzzwords going around the consumer and client landscape. Words such as 4K or UHD (Ultra HD) are now becoming standard in commercial video industry and we certainly don't recommend not shooting in this format. The footage you produce is absolutely beautiful and you have access to a much wider dynamic range of lighting and colour grading but sometimes its not needed. Think about where your video is going to live. Is this video for the web? What is the subject matter of this video? If you are shooting something that is going no farther than someone watching it on a mobile phone then 4K and UHD quality might not be necessary and the image quality you get out of a camera like a Canon 5D Mark III or 7D Mark II might be all that you need. Also another thing, especially for smaller production companies to keep in mind, is that with your higher formats you are going to need more processing speed to be able to edit this footage. You don't want to get into a situation where you shoot a large amount of footage and then can't edit it based on your company’s current editing set up.   

These are four simple questions that every client company should ask before they choose video production as the way to promote their product or service. As long as you take these points into consideration your experience of making a video should be a smooth one.   

Check out the Gallery Below to see some of our Behind the Scenes shots on some of our recent shoots.