Can Video Be Hurting Your Business?
Video seems to be all the rage right now in business and advertising. If you’re not
using video, you might feel left out right now. However! If you are doing video right
now, are you doing it right? Could video actually be hurting your company more than

According to … we see that unprofessional videos can actually be hurting your brand.
What does this mean for you? Well, when people watch your content, and it isn’t
done well, they are going to equate that same quality to the quality of your business.
In other words, if you have a high-end brand and a great quality product but your
customers see a video you release that doesn’t match it, they are making assumptions
that you might not be the company they thought you were.

So how do we fix this?
The easy answer is start making better videos for your company… I know you’re
asking well what does that look like? How do we do that? Right now, companies know
that video is working in many different scenarios for business. You can use it to
market, you can use it to brand/differentiate yourself, you can do internal training, or
create a hiring campaign to get quality applications. The applications for video are
seemingly endless.
Where companies get into trouble is they don’t realize what the real cost of video
should be. What happens is they go to an established company to get started on a
project and when they see the price, they typically experience sticker shock. Because
they weren’t prepared to pay that much, they seek out other options to get it done
cheaper. However, we all know in life you get what you pay for. So, when the
company gets their video back and posts it looking to get good results from their
new video, they don’t realize the negative connotations that come with an
unprofessional video.

1. Set a realistic budget
In any video project there are three main components to it. Pre-Production,
Production and Post-Production. Pre-Production, which is the stage where you work
with the video company to plan out your video. You might go through things like
figuring out who your audience is or the goals you want to achieve. This may involve
scouting locations and finding talent to be in the video. Normally they will create an
agenda for the shoot day with a shot list or potentially even a story board.

Now that everything is planned out the next stage is Production. This is where you are
actually shooting all the content for your video. The company arrives on set and gets
all of the equipment unloaded and set up for your project. Depending upon the
project they may get interviews and B-Roll footage of operations. Sometimes if they
have drones, they can take them up and get footage that will really enhance a video!
Be careful with drones though to make sure they are licensed and have insurance.
The final stage in a video project is the Post-Production stage. If you haven’t guessed,
it yet this is where the video company will get to work on offloading and editing your
video. Post-Production is actually the longest stage in most cases. Your project can
take weeks or months depending on the scope and size of video.
Knowing and understanding more about the work that goes into each stage you can
see how videos can get expensive. So instead of going right to the cheaper option
ask question and understand why your project costs what it does.

2. Choose the right company
There will always be video companies at different levels in their journey and each will
have different price points. Here are some things that you can look for in a
trustworthy video production company.
How long has the company been around?
In the video industry you will see many freelancers that come and go within a year or
two. Longevity doesn’t mean everything, but it can help put you at ease knowing that
they must have been doing something right for all these years to still be around.
What kind of clientele do they work with?
With a new video company, they might not have a large client base yet and maybe
that is something you want to pay attention to. Not that a new company isn’t going to
do good but there’s a social proof element to a company that has many recent
clients. Social Proof is when you can look at a business and tell that they have
experience because so many people have already had a great experience with them.
It’s just extra reassurance to you.
How is the quality of work?
When I say quality, I don’t just mean is it shot in HD or 4k. I mean looking at the fine
details of things in the video. How much does the video company actually care about
the project? A good company wants this video to achieve your goals and they are
going to have knowledge in the video industry to give you advice on what has been

working for people. What you don’t want, is for your video to just be noise in our
everchanging social platforms.

What do they do after the video is done?
In many cases companies are looking at video from a marketing standpoint. Similar to
Radio, Billboards, and TV you are looking to get a return on investment for your
money. With video the focus should be on a specific goal. What are you trying to
achieve making this video? Look for companies to help with the distribution of the
videos you would be creating. This can be anything from them telling you what to do,
to posting, and running ads behind your content.

3. Closing
Video for your company can be a very powerful tool to market, brand and
communicate. Making sure to choose the right company to help you is a big
component of your success with video.

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