Picking a video production company for your next project can be a daunting task. There are many steps that go in to making a great video, and finding the right company is the first and most crucial part.
As someone who runs their own video production company in Iowa, I’ve had a lot of conversations with my clients about the problems they have had finding a company and knowing when to hire them (prior to hiring me, of course.)
With this advice, it’s my hope that you’ll be on your way to choosing a great company that will realize your project as best as possible. Naturally, we hope that you’ll choose us for your next adventure, but above all, we want to give you advice that makes your job much easier.
Here are 5 things to look for (or do) when hiring a video production company.
6. Determine if you actually need a video company
Creative ad agencies will often produce video, and they will hire a videographer or video production company to shoot, edit, and finish the video for them. Video production companies can often do this on their own, however, their plans for disseminating the video and using avenues of marketing will usually be smaller. Ad agencies are really good at planning campaigns, conceptualizing a brand’s identity, and doing market research. While our company is great at fully producing videos from start to finish (and we are currently in the process of growing our offerings to include campaigns,) most video production companies specialize on the quality and content of the video itself.
Determining what you need will help you go a long way.
Here is a great article on the differences between a video production company and ad agency.
5. Judge the portfolio carefully
There are three parts here. The first tip is pretty obvious: Does their work look (and sound!) professional? If your project ended up looking like any piece of work from their portfolio, would you be satisfied?
The second is to look for variety in their portfolio. Does their portfolio only feature the same type of video? You should try and see at least two or three different styles of video. (For example: a long form interview, a thirty second TV spot, a short film, etc.) Many people tell video producers not to go overboard when sending their portfolio to potential employers, and that’s good advice. However, when you are scouting a company, seeing more is usually better if it allows you to understand the full scope of their work.
Finally, does the portfolio present videos in a full and complete context? It’s easy to make your work look good when you create a highlight reel. This is a reel where you pick the best shots only and put pretty music to it. Highlight reels are important for immediately reeling an audience member in, but they don’t always provide a full picture.
4. Meet them first
Always schedule an initial call with them beforehand to get to know them. Most will look forward to an interview, and if they are established it should be par for the course. They should be prepared and be energized.
Ultimately, there is no one perfect type of video production company. Each one has their own personalities and quirks. You need to know what their vibe, culture, and philosophy is like. Are they courteous? Do they talk over you (or not say enough?) Do they sound excited about your project? Are they overloaded with work at the moment or will they have time to devote to your needs?
3. Look for educated videographers
The digital revolution has changed who we consider to be qualified as videographers, and it has lowered the entry point for both videographers and clients looking to expand their marketing to include better video. With DSLR cameras that shoot decent footage, there has been a proliferation of video production companies over the past decade… many of them were photographers who simply started using the video setting on their camera. That is a great thing, but it can also be misleading to clients. While amateurs have gotten really good at making videos, we still often see videos with bad lighting, bad audio, shaky footage, exposure problems, and, overall, boring content.
Good video production requires a skillset of technical knowledge AND mature sensibilities about what looks and feels good to an audience member. You can teach someone to edit, but cannot teach someone to know what the best creative choices are when editing.
That brings me to film school. It does not require a degree in film to run a video production company and be able to control these factors and have a great ability to tell stories, and the company doesn’t need to be making films regularly to create great content for you… but, it does offer a level of guarantee. Film schools, while they are surrounded by misconceptions and rumors, usually do leave their students with the adequate skills needed to make a great video. If the person running the video company has a degree in film, it shows they are serious about their work. In-line with that, if they are making films relatively often, it reveals a lot about their passions. In short, a film education isn’t necessary, but having it is a definite PLUS as it guarantees they are committed to achieving quality and having the necessary technical skills.
2. Expect to either skimp on cost or have great quality. Not both.
There will be times where a talented random freelance video producer will offer to do work for you at an incredible low price. Yes, it happens. Consider it lightning in a bottle.
But most of the time, if you have found a company you like and their price is out of your range, ask them if there are ways to lower the cost (for example, having them shoot less interview subjects or locations). Just don’t expect them to arbitrarily lower the price through haggling. (This is a great article that explains the nuances of pricing.)
Younger freelancers looking to increase their reel might decrease the price because they are desperate for work, but established companies probably won’t. Ultimately, a good video production company will not be “cheap,” and if you find a company that seems too good to be true from a price perspective, it probably is.
1. Look for a personal reference (it’s always better than an online review)
I was recently looking through Google reviews and found a company I knew through the grapevine. They unfortunately had a reputation for poor communication, low quality work, and often losing the client’s footage. But judging from Google, you’d never know this. Over 80+ 5 star reviews. There was only a single one star review. For whatever reason, the reviews didn’t seem to accurately reflect the company that I and my colleagues had known. I’ve noticed this is becoming a trend on the internet.
That is why I’d always recommend getting a personal reference from someone you trust. A single personal reference is worth fifty online reviews. Just make sure it’s from someone whose opinions you respect.
We hope these tips help you. If you have helpful tips of your own, please leave them in the comments.
If you’d like to hire Dreamcity Cinema to create your next video production, we’d be happy to talk with you.