In the age of mobile everything, YouTube and social sharing, companies are realizing video can be a powerful marketing tool. Every day people watch more than 100 million hours of video on Facebook, over four billion views on YouTube and more than 10 billion video views on Snapchat! And while video is helping businesses achieve key business goals, many are surprised when they receive the video estimate. We thought it would be helpful to breakdown key considerations for producing a video which enhances branding and helps convert leads.
Corporate video team
Start by looking at the agency or production company's experience in corporate video production. Ideally, you want your team to have expertise in marketing videos, not entertainment films. By reviewing the types videos the team has produced in the past, you will be able to start identifying what you like and don’t like, what is a need versus a “nice to have,” and the range of techniques and talent that can be utilized to create content with integrity and meaning. You will also see first hand if the group is able to tell a story effectively, whether through a short-lived social media video or a longer-lasting corporate video.
Setting the stage
You should accept nothing less than a high-quality storyboard and script—this is arguably the most important piece of your video equation. Articulate your marketing objectives and look for an experienced marketing team that can translate your objective into an effective video story while enhancing your existing branding. Review samples of previous work, noting how effectively the agency brings animation, motion, music, voiceover and on-screen talent together to create a cohesive story that tells the brand message.
The video shoot
Who is going to present the story? Paid talent or employees? Still photos with voiceover? These are key decisions. Realize that while using employees is of value, you may end up with a much higher production cost due to the number of takes necessary for non-professional talent. In addition, take into account how comfortable employees are on camera. Even the most prolific sales manager can become tongue-tied when the green light turns on. Professional voiceover is a great alternative—your team will be able to audition options and present talent to match your brand tone and manner.
Next, consider the equipment necessary to ensure quality of video and audio. We’re not just talking about the camera, which could likely be a $2,500 DSLR. Your video may require a track dolly or jib, audio equipment including lavalier mics, booms and field mixers, and lighting. Oh, the lighting. Spot lighting, diffusion panels, lighting boxes and reflectors—the list might be long to achieve the look you want.
Is the video being shot on location or in studio? Either option has a price attached—location will include travel costs and extra set-up time to accommodate an unfamiliar atmosphere (think factory or shop floor). Studio time must be rented, sets built, and props sourced and placed.
Post production
Here’s where it all comes together. You’re paying for the editing expertise, which will be critical to the success or failure of the video. Timing issues, music selection (and music license fees), animation and graphics are developed. Expect to review several rough cuts, requiring your feedback.
And don’t forget about translations—if your company is global you may want to translate into several languages, most likely Spanish, Chinese and German for a start. Translations can either be handled as subtitles or your agency can source native voiceover talent. Be aware that every language other than English will need about 25% more words to say the same thing. To make your videos cost-effective you should edit your English script down about 25%. Then the subtitles or new voiceover can be laid directly over the English with minimal editing.
These are some of the key considerations for planning a video. Remember to review video samples from your partner agency or supplier, noting how effectively you may incorporate animation, motion, music, voiceover and on-screen talent together to create a cohesive story that tells your brand message. Video as a marketing tool is here to stay.
