Video Production 101

Finding the right video production partner

You’ve done your due diligence; now it’s time to begin your search for the perfect video production partner. It’s important to ask each company the same questions. Conversations inevitably deviate, and everyone is trying to sell you. This list will help you stay true to creating a fair and honest comparison.

1. The most important question: What is their process?

Before you hire, you want to be assured the production company is capable of executing your vision. The more complex your project, the more you’ll want to dig within the frame of this question. Your goal is to figure out how comfortable the company is with their process.

Ask each member of their core team this question. Are their responses similar, different, do they make sense? Video production is complicated. Unexpected situations regularly arise. A proven production process gives crew members a foundation on which to base their decisions.

2. What are their core values?

It’s vital to figure out what a production company values. Some companies pride themselves on being able to complete projects quickly. While others are more keen on making sure each video is perfect, even if that means spending more time on the project. There are pros and cons to both schools of thought, all relative to your needs and situation.

3. How long has their company been in business?

The longer a company has been in business, the more likely they are to have a proven process. A company that’s been around for a while will usually have a more extensive network of creatives, and they typically charge more because of their experience. On the other hand, a newer company might have fresher ideas and cost less since they’re looking to grow their customer base. Either way, it is essential you ask, because this will directly affect the quality of your work.

Bonus!

An executive producer is in charge of your project from the production side. It’s essential to ask them how much experience they have. As we mentioned, there are many variables to video production and not everything goes according to plan. A seasoned EP will naturally have come across more situations in their career and thus will have a broader toolkit to solve any issues that arise.

4. How big is their team?

The bigger, the better. Bigger teams mean there are more people available to dedicate ALL of their time to your project. You hire a video production company because they have multiple departments that specialize in each step of the production process. You want to make sure that your production partner is full-service and not a videographer.

5. How many clients do they have?

Too few clients might be a red flag, but too many clients and a small team might be a sign that the company is not able to meet the needs of each client. Ask for references and a count of repeat clients – a sign that clients are satisfied. Ask to view their testimonials but keep in mind nobody is posting bad testimonials. Moreover, are their clients high-profile? If a company is repeatedly producing content for big-name companies, that’s usually a good sign.

6. Who on their team will you be working with directly?

Professional video production companies have departments, each comprised of team members with specific roles. You will likely be assigned one point of contact within the company whose job it is to keep you updated on everything. It’s not your job to ask each department head the status of your project. If that turns out to be the case then run!  

7. What is their specialty?

Most companies will have a specialty. Whether it be TV commercials, advertisements or strategic storytelling, knowing what a company does well can be the difference between a good and bad experience. If you’re a Fortune 500 company looking for an internal communications video, then a video production company that specializes in TV commercials isn’t the best fit. Be sure to get a grasp on what specific video goals the company excels at before agreeing to work with them.

8. What is their best case study?

Creating case studies is time intensive. Any video production company with a good businesses model understands that case studies need to push their bread and butter product. Otherwise, it’s not worth the time and effort. By asking the video agency to select their best case study, you will get a glimpse into what they want your video to look like. They’re showing you what they’re really good at and implying “why fix something that isn’t broken?”

9. What video are you most proud of and why?

What about the video are they proud of? The answer to this question is less about the video and more about the undertone of their response. Are they proud of the challenge of getting a perfect shot, or are they proud that the video was their first for a huge client? You want your production company to treat you like a partner, not a customer. This question is very telling of the future of your relationship.

10. Who are their top 3 competitors?

Why are they better or worse than their competitors? What kind of edge do they have? With this question, you will learn more about their strengths and weaknesses. Don’t hesitate to ask this question, and don’t hesitate to reach out to their competitors. You too have competitors. Your production team might even buy from your competitors (gasp). So don’t feel bad, we understand.

11. What is their process for notifying you about changing the contractually agreed upon scope of work?

Video production is controlled chaos, any production company that promises they get everything right, every-time, is lying. For example, the actor you chose might get a movie role between the time you hire them and the day of the shoot. Chances are they’re going to forego your commercial and choose the movie role, what is the production company’s solution to such an issue?