3 Things You Don't Want
The truth is, when you find someone capable to handle the project, there are many complicated pieces of the process that a proficient film maker should handle for you without a problem. To be sure you're 'in the know', here are a few things you can check to make sure they are indeed a good fit for clear, effective company video.
1. Quick Draw: Pulling Out The Cameras Quickly
It can seem exciting when you talk to your newly hired film maker once and they're ready to bring out the cameras in the next few days. BUT, it may mean they haven't done the preparation that's necessary for a fun and conflict-free post production process. Video needs a lot of planning before the process begins, and if that isn't done, there's no way to go back on the footage that's already been filmed.
Best case; it should be scripted, with a good idea of length and the types of footage that will be used in editing. A storyboard is usually necessary if more than one location is involved. This is within reason, of course. No one is going to know exactly what the finished product will look like, but everyone involved should have a very good idea of what it will communicate when complete.
2. Easy To Trust: Who Needs It Written Down?
This is along the same lines as the previous category. Anyone approaching a web or video project that doesn't have agreements detailed and documented, is asking for a little miscommunication or a lot of conflict. Projects can be complicated, but expectations from other humans are even more complex.
If the project expectations are written out in detail and agreed upon, then expectations are managed and everyone stays happy and 'in the loop'.
3. Easy on the Eyes: What About Substance?
This is by far the biggest problem I see when company videos hit the market. There are a lot of nice shots, interesting angles, and good looking people. When it comes down to it though, the video doesn't communicate a specific message to a specific audience.
Compare it to your business. I have no doubt that you have an ideal client in mind, and you target your product/service to that demographic. If you spend time and money on video production that doesn't even consider that ideal client, then someone has missed the mark and it's unlikely you'll see a return on your investment. The audience should be understood, every word of the message should be crafted to match that, and only then can the look and feel of the video be decided and filmed.
Video production doesn't have to be hard, complicated, frustrating, or confusing. When you find the right production house, producing a video for your organization can be fun, interesting, and profitable.
If you have any thoughts to add, questions to ask, (or would like to get in touch about video production for your organization) don't hesitate to make contact at firstname.lastname@example.org.