Costs and Trends in Video Production Have Changed Dramatically

Years ago, video content created to drive sales and connect with customers was a luxury item for marketers.  Over the past decade, however, video content has become an essential part of a successful marketing and advertising strategy for nearly every brand and business.  At the same time, the costs associated with video production have come down. Technology has enabled video content producers to create more with less. On top of that, the preferred method for distributing video has shifted from broadcast media buys and mailing DVDs to posts on social media, YouTube and digital ads.  As a result of the move from traditional advertising and media distribution to digital ads and eblasts, the cost per view has gone from dollars to pennies. Feeding these trends, and the demand for marketing or branded video content, are millions of video-hungry consumers. These consumers, sitting at desktops, relaxing on couches with smart TVs or on the go with smartphones and tablets have come to accept and enjoy campy and simple videos, especially if they are informative or entertaining.  Today we have an audience of forgiving video consumers who regularly respond to or take some action as a result of connecting with a video, even if the production value of the video is low. It’s a proven fact, consumers connect with videos. Videos drive business.

For Every Organization a Video Content Strategy is Essential

For nearly every business or enterprise a video content strategy is as essential as having a phone.  Some business owners are able to run their business on a cell-phone, others just need a simple office line, while others have an entire customer service call center.  In the same way, each and every business has a different need in terms of the level of video production. No one solution fits every strategy or requirement. Some business owners find that producing simple videos in-house gets results, while marketers with more resources might find working with a video production company or agency is the way to go.

A marketer has every right to decide how their video content is going to be produced. There must be a judgment-free attitude when advising a prospect inquiring about a video project.  Whether a business decides to create videos in-house, hire a professional or let an agency take on the work, it is important to support and applaud the use of video to drive business. It is also important to acknowledge that the success of the video isn’t always measured by the production value or the number of awards it receives.

How a marketer is going to create video content is completely up to that individual or organization. The role of a video production professional is to present options, discuss the methods that may be the best fit for the marketer’s needs and allow the marketer or prospective client to make their own decision.  With that, here are a few ways to look at how to partner with a video production vendor, should it be decided that producing video in-house is not an option.

One method is to hire a freelance videographer and editor.  This may be done by hiring a videographer and then an editor or by hiring one video professional capable of both. A marketer may consider acting as the general contractor by hiring a scriptwriter, freelance videographer, voice-over or on-camera talent and a contract editor.  Hiring freelancers and managing the video production process allows the marketer or client to be deeply involved in the production and might lead to some cost savings. The trade-off here is that there may be additional work or time spent in coordinating all the freelancers and professionals needed to complete a video project.

Some may decide to partner with a production company that has a staff of producers, shooters, editors and other professionals in order to create video content. Partnering with a video production company typically shifts the project management and talent coordination work to the professionals at the production company.  The marketer, as the client of the production company, can spend more time focusing on messaging, strategy or the plan for distributing or using the video content. Costs may be higher than bringing in freelancers, but in some cases, a team at a video production company may have developed synergies or efficiencies in working together that provide value to the process.  In many cases, this leads to higher quality work and a better experience for the marketer.

A business owner or marketing executive might decide to work with their marketing or advertising agency and assign the task of producing video content to them. Working with a marketing or advertising agency might make sense for developing video content, especially if the marketer already has an existing relationship with the agency. If there is an account executive at the agency and a team of creatives who are already familiar with the brand strategy or product line, then it may make sense to send them the video production work.  The higher costs involved in working with an agency may be offset by the value of having a vendor that knows your brand and messaging. There could also be a higher level of service or a better experience if the agency has an account executive that is driven, attentive and detail-oriented.

There are pros and cons to each of these situations, and certainly no two freelancers, production companies or agencies are the same.  It really comes down to the right fit for the situation and the right working relationship. In general terms, it’s about the kind of experience you as the marketer would like to have.  How much work do you want to do yourself? Do you need an account executive and a team of creatives to collaborate on your project? Are you going to take a hands-on approach or are you going to expect the vendor to take the lead?  Do you want the role of video content producer or do you want to delegate the tasks to free up time? Is it possible that you are so close to the message or branding that it makes more sense for you to develop the concept and then hire a freelance video professional?  Are you more comfortable in an agency relationship? Think these questions through, determine what your expectations are and what kind of experience you want to have and you will be able to begin your search.

Mosher Media’s roster of clients includes marketing executives at companies large and small, SEO specialists, advertising agencies, freelance creatives, as well as leaders of non-profit and community organizations.  Writing a blog about the best way to choose a video production vendor or method is a challenge for anyone who regularly works with freelance professionals, other video production companies and advertising agencies. The key to success for any video production company is to understand and excel at the role we are being asked to assume in any situation. True professionals can quickly determine if they need to deliver the freelancer experience, the production company experience or the agency experience. True professionals can figure out if they need to take the lead or take direction. In terms of the marketer searching for the right video production partner, it is fair to say all of the relationship rules apply, and we must first analyze and define our expectations. The bottom line is, like any search for the right relationship eventually the one you were searching for will come along. Sometimes it takes a few mismatches to figure out which one is right for you.  Ultimately it’s up to the professional to deliver a great experience for the client no matter what the situation is.