Make Video Content a Priority
An Article by Reed Dillon.
Video is my
favorite medium. I have spent literally countless weeks in dark video editing
suites. As a rule one minute of finished video will take about 8 hours of
editing time. I believe that video can attract, convince, engage and educate
like no other medium. It is difficult to do well, but can results can be
something akin to a work of art.
Video as
content on websites is growing and will continue to rise for years to come. According
to a story written in the Washington Post by Brian Fung on May 27th
2015, in 5 years 80% of all internet content will be online video. That figure
actually rises to 85% in the United States.
I totally believe that this is not only plausible but inevitable. The article later also states that today
Netflix accounts for one-third of Internet traffic at peak hours and when you
factor in YouTube, the figure rises to about half of all bandwidth
consumed. Most of all the information will be delivered via mobile devices
and will be higher quality and demand more bandwidth.
So what does
that say to us - If you’re not already make video a priority and put it on your
website. If you don’t, I fear you
will be left behind.
In recent years the cost of video production
has come down significantly. Anyone with a SLR, GoPro or cell phone has gotten
into the video business and the quality of what is out there reflects this
notion. Just like in any profession there are the good, the bad and the ugly.
So if you are unfamiliar with video, hiring a video production crew might be daunting.
Here are some of my observations about things to consider when hiring a video
production company.
1.
Experience:
Videography is not something that you learn overnight. The difference between a
good and a bad production are in the details and nuances. Make sure that the
director of photography or cinematographer and crew are experienced in the
finer points of their trade and have the years of experience to back it up.
2.
References:
By all means ask for references and seek out your own independent ones. Weigh
opinions about the quality of work but also ask questions about the process of
working with the person or company. If the person or company is not willing to
go the extra mile or is difficult to deal with, believe me it is not worth it.
3.
Body of Work: The best indicator of the product that you will receive in the future
is the results of the past. Review the companies reel. Look for things like the
lighting, composition, editing transitions, special effects, overall
communication of message and storytelling. If you do not feel competent in judging
the work, share it with others that you respect and may have more expertise in
the medium.
4.
Specificity:
Just like doctors, videographers usually have types of video that they
specialize in. Some may be particularly good at corporate videos, 30 second commercials,
raw fast paced action, interviews … etc. The point is to find the videographer
that best fits your project and is able to communicate your message in the
style that is most appropriate. Form follows function.
5.
Budget:
Obviously money is a big factor in any video production. It impacts everything.
Time spent on the project, editing, equipment and people used etc. To avoid
conflict, budgets need to be decided upfront. After describing the project to
the company ask for a quote. In-turn they will also be asking you for a budget
number, so have one in mind. After you agree on a number you will be asked to
sign a contract detailing amount and the scope of work performed. In that
contract, make it explicit that they are not authorized to go over the budget
amount without your consent. Also express in the contract that you are to be
advised, if it is foreseen that that budget might be exceeded. This way there
is no confusion.
6.
Talent and Equipment: Make sure that the videographer has access to
talent, whether it is on-air spokesperson or voiceover. Also check that he or
she has the equipment needed and is appropriate for the production of the
shoot. It is not uncommon for a videographer will need to rent specialized
equipment to accomplish a shoot. Also, often a video production company may use
sub-contractors to carry out various functions such as sound engineers, grips,
production assistants etc.
7.
Schedule:
Scheduling when it comes to video can be very tricky because you are dealing
with numerous logistics that are out of control such as weather, people, and
locations... In your meetings establish
a timeline in which the shoot, editing and post-production will take place but
beware that schedule is likely to change. Also keep in mind that time is money.
Video can be very expensive because it involves lots of expensive equipment and
multiple people’s time.
8.
Planning:
Video takes quite a bit of production planning. The video company may employ
the assistance of a director, producer, and copy writer to help you
conceptualize, write and coordinate the production. These people can also have
combined roles. Whatever the case, use these professionals as a resource in
pursuit to realizing your vision and making the best possible video.
I
welcome hearing your thoughts regarding your experience with video. Post your
questions and ideas in the comments section below.
ABOUT Reed Dillon - After nearly two decades of experience heading the marketing
departments of some of the industry’s leading modular manufacturers and earning
numerous national awards, Reed Dillon is the owner of Creative Brand Content - a marketing consulting company. You can
contact Reed at rkdillon@embarqmail.com or by phone at 540-488-2978.
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