7 mistakes brands make when commissioning video content (and how to avoid them).

14th May 2018

written by George Hughes

 

Regardless of the type of client, industry or budget, we see the same pattern of mistakes emerging when brands decide to commission a video.

 

  1. Going with the cheapest quote.

 

When it comes to commissioning video for your business, the landscape for finding a video specialist is a minefield, littered with all kinds of video production providers; from marketing agencies to video production companies and freelance videographers.

When navigating your path to the right video producer, there is often a temptation to go for the cheapest solution.  In fact, your mate Dave is pretty handy with his Canon DSLR and filmed your sister’s wedding last year. And Sam from Accounts has a brother who’s graduated from film school and set himself up as a videographer. He’s willing to create your video for free. But before you go down the tempting route of finding someone cheap, consider this; what is the true cost of working with an inexperienced video producer?

 

Before we answer that question, let me ask another one… If you’d bought a plot of land and were about to build your family’s dream home who would you hire? Would it be a professional architect with a solid reputation, proven track record, references and access to the best builders, carpenters and plumbers? Or would you hire your next door neighbour’s son who’s pretty handy with a hammer and did their loft conversion last year?

 

When you hire an inexperienced videographer with no track record, you might save yourself some money on paper, but you’ll end up paying the price 10 fold in the long run. There is the chance that you’ll get lucky as there are some amazingly talented freelancers out there, but it’s a gamble you should be willing to risk losing. Inexperience can result in a whole host of problems from being given a poor quality video that can cause brand damage to a lack of professionalism, leading to an unreliable service and unexpected costs.

But beyond those issues, the biggest problem our clients have reported from hiring inexperienced videographers is the time strain and stress caused by them having to micromanage the project. As soon as the cracks start to appear in a video production, you will be sucked into trying to problem solve and sort out the mistakes.  

 

 

  1. Thinking of the video company as “technicians” and driving the creative from in-house.

 

There’s often a perception that videography is like photography – you need a photographer for a shoot, you just hire them to take photos. So surely a videographer is the same? But in reality the two are very, very different.

When you need product photos, portraits, fashion images or pictures of an event, you hire a photographer for the day on a flat rate with a potential cost for processing. But the minute you decide to create video of the same things, it becomes more complicated. And here’s why…

 

A photographer can rely on a simple moment in time, captured in a single image that tells a story. But for a videographer, that story has to be told through a series of video clips. And for a proper story to be told through video, the videographer needs to plan the shoot before hand and build a narrative. Unlike a photographer, the videographer also has to record sound from the environment they are filming in and then potentially add more sound to their video in terms of music or sound effects.

All this means that the video they create needs to be edited and that takes far longer than it takes to film. But that’s just the tip of the iceberg. For any production that’s more complicated, the videographer cannot work alone. Other players will need to be enlisted from producers, directors and script-writers to sound operators, lighting technicians, editors and motion graphics specialists.

 

Sometimes, brands and agencies believe that they can cook up an idea for a video in the same way they might plan a photo shoot, then hire a videographer to come and film the concept they’ve created. They are then surprised when at best it doesn’t turn out the way they expected and at worst is a complete shambles. Video production is more than just the videographer shooting the footage, it’s a team effort from the producers in pre-production using their expertise to create the best concepts and storyboards through to the specialist post-production team who add the bells and whistles to the finished product.

 

 

  1. Not having a clear budget.

 

The most common experience we have when speaking to prospects is that they won’t be transparent about budget. Sometimes they say they don’t know what their budget is, other times they are just evasive and want to find out how we charge and what our “rates” are. Unfortunately, whilst this may seem like a chicken and egg exercise, it actually isn’t. Without a basic steer on budget, any production company worth their salt cannot provide a realistic quote.

 

Think of the person offering the quote as the project manager of a house build. If you put that individual on a patch of land and say “I want to build a house here and I want it to have 5 rooms – how much will it cost?”, there is absolutely no conceivable way that the project manager can offer you a realistic quote. If they do offer you a “competitive” quote then you can bet anything that the final price will be far higher than the quote. Without knowing the scale of the project, the materials you want to build in and the finish on the inside, how can that Project Manager accurately quote?

 

It’s the same in video production, we need to know how long the video needs to be, what level of expertise the camera operator and equipment should be, whether you need a soundman, lighting, added equipment, how long the edit will take and whether you want added elements like graphics. It’s a complex build that is tailored to the available budget.

 

  1. Not having a clear objective for the video.

 

We see time and time again where companies decide they want to create video but they don’t think about their objectives or what outcome they want it. Without a clear strategy going in to creating video content, you may as well flush your money down the toilet.

The first thing we always do when talking to our clients about creating video is to identify the overall objective and who they want this video to be seen by. It’s the most important factor and informs everything we do. Is this B2B or B2C? What demographics are we targeting? How will the video be shared? What is the objective of this video? Sales? Brand image? Production explanation? All these questions need to be answered before we can come up with creative concepts for the video. For example, if the video has ad spend behind it and is destined for Facebook pay-per-click then it needs to be very short and punchy but if we are relying on organic shares then we’ve got to create a strong hook so people engage with it. Conversely, if this video is B2B and will be sent out via email, then perhaps we can assume a pre-existing level of knowledge and familiarity with the subject matter in your audience, so we can have a longer video with more depth to it. By having clear KPIs and understanding of the core objective for the video you will get far more out of it than just creating video for video’s sake.

 

  1. Not aligning video to brand purpose.

 

Video should always be seen as an extension of your brand identity. When done correctly, it will feel like a seamless transition from your print materials, web site and brand image through to video. This is done through the style, tone, fonts, imagery and colour. Too often, companies will use video inconsistently, putting up a series of videos that have nothing connecting them. Or worse, they will post videos to their social feed that are amateur or home made. A third of people who watched a poor quality video had a negative perception of that brand. Video should always be integrated into a company’s marketing strategy from the outset and even if it’s only used sparingly, it should reflect the quality of the brand. Lack of budget should not be used as an excuse for putting poor quality video out into the public domain. With careful planning and a reliable video production company, most budgets can be stretched to create video content that will have a high impact in the right way. For example, a single day’s filming could be done in a way that generates large volumes of material that can be recycled into a series of short videos for your social media feed. By setting a style for the look of the videos from filming techniques to motion graphics, larger volumes of content can be generated for a fraction of the cost.

 

  1. Not getting on the front foot with a good video partner.

 

All companies with a marketing strategy can benefit from using video and most of them know that. But we often see that unless there is an immediate need for video, most people don’t bother to find themselves a video production partner. The result is that when they finally realise they need to commission some video work, they are already on the back foot. The deadline looms faster than they thought and they are forced to hire the first company they find even though they may not be the best. This can lead to paying above the odds for an inferior product.

There are a lot of benefits to partnering with a video production company for future opportunities. We have a few companies we work with on a rolling basis and it brings huge benefits to them. Firstly, we’re always on the phone to discuss any video ideas they have and to brainstorm concepts with them as well as budgets. This can help with internal marketing briefs they are putting together or in the case of agencies, with pitches to clients. Because a relationship is in place, there is a transparency to pricing and budgets that installs a sense of trust in all the players. Everyone values the relationship and wants it to continue so no one is going to take advantage of the other. And finally, its in the vested interests of the video production company to keep the relationship going so they will always try to deliver above expectations. In this way, we’ve helped some of our clients to win big contracts with some major brands and we’ve helped others to put a lasting content strategy in place that maximised their yearly marketing budget.

 

mistakes commissioning video

 

George Hughes set up Small Films with a simple ambition – to create brilliant films for brilliant people. Over the past 14 years he’s learnt his craft in the television industry working in the UK and USA as a Producer / Director and camera operator making hundreds of hours of high profile series for major broadcasters including the BBC and Discovery Channel. From hard-hitting documentaries about the mafia to light-hearted cooking shows with high-profile chefs, he has worked with a wide range of budgets, briefs and subject matters and is excited at transferring this experience into the production of branded content. George and his team are passionate about partnering with like-minded people and organisations to create amazing films. For more information, or a chat about commissioning video content, contact us here.

A layman’s guide to creating a strategy and concept for your business video.

Video is now the undisputed king of content marketing formats. By 2019, video internet traffic will account for a staggering 80% of all consumer internet traffic, and with its increase in popularity and advances in digital technology, video is becoming more and more accessible and affordable to small and medium sized businesses as an effective marketing tool. Of course it’s not rocket science, but commissioning a business video for the first time can be a little confusing. Should it be short or long, animated or live action, optimised for mobile or desktop devices? Will you be needing music, voiceover, a professional cast – or even perhaps a filming permit? And what on earth does bandwidth have to do with it?

The starting point with any marketing campaign is the strategy – so if you’re having problems understanding your POVs from your OVPs  – here’s our layman’s guide to creating an effective marketing strategy and concept for your business video.

 

  • Define your business.

Who are you? Start by taking an overview of your business. What is your ‘brand’ – your business character, your values, your mission? How does your audience currently perceive you and what do they need to know about you to make better purchasing decisions?

Who are they? To target your video correctly you need to know detailed information  about your audience. What is your customer base? Do some market research in the form of surveys, questionnaires, interviews or social media polls. Develop insights into your customers base’s demographic, character and purchasing behaviour. It might help to create some user personas of typical customers to focus your efforts (you can find some tips on how to develop these here.)

 

  • Define your goals

The stats say that video is the most effective content marketing tool for businesses – but video for video’s sake will not bring the desired results. Create some measurable objectives. What exactly are you trying to achieve – what’s your key message? Do you want to educate about your product, raise awareness of your brand, foster emotional connections with your audience, drive web traffic or generate sales? Be specific, set KPIs and make sure the outcomes from your business video campaign are measurable and fit in with your wider business goals.

 

  • Define the market

Who are your competitors and what are other people in your industry space doing with business video and content marketing? What are they doing well and what elements are they missing? What styles are they using and how are they using them? There’s no point doing exactly the same as the competition, even if they are doing it brilliantly. Find your niche. How can you be different or better? What can you do with business video to stand out in your industry space?

 

  • Define your platforms

Decide how you want distribute your business video – will you be using it in email, embedding on your website, advertising on Facebook, setting up a YouTube channel –  or do you need your video to be optimised or repurposed for several platforms?

 

  • Define your budget

Make sure you have a ball park figure of how much your business is willing to spend on video. If you are considering using a video production company or freelancer, any reputable professional will need a rough estimate of budget to give you an accurate idea of what sort of video you might expect to get. A business video could cost anything from £1500 to £30k depending on the length, effects, location etc, so being transparent at the beginning of the process is the best way of managing everyone’s expectations.

 

business video
Photo by Headway on Unsplash

 

  • Define your creative concept

And finally the fun bit! You know you need a business video. You’ve defined your marketing objectives and target audience, reviewed the competition, set the budget and you’re ready to go. Your final challenge is to come up with THE IDEA. That creative nugget that will strike a chord and prompt a (positive) reaction with the people that matter most – your potential customers.

Depending on which type of video you have decided to go for in line with your business objectives (case-study, explainer, brand story, interview, special event etc), decide what specific problem you are aiming to address. Then get brainstorming! Look at lots of examples of business videos across industries and make a note of styles, themes or approaches that you like. Come together in a team to review your ideas and make sure you are all on the same page. Do you want quirky, funny, professional, informative or inspiring? Pick one concept and then brainstorm specific ideas for how these might be executed. Think also about whether you would like extras such as voice over, music, special effects or animation. Again – don’t be afraid to use real examples  – any extra information you can provide will ultimately help your video production company come up with the best solution for your business.

 

Now you have everything you need to get started with video for your small business. If you’d like to chat about how Small Films could help you take your business video strategy and concept further, contact us here.
Small Films are video content specialists. By combining strategic minds with creative flair we create powerful stories with video that deeply resonate with audiences, supporting our clients to achieve their ambitions in growing their organisation, brand or campaign.
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