Thinking about doing a website video?

Video is an amazing tool to reach the audience that consumes it. Good video can educate, entertain, sell, or all of the above. Getting a good video can be the challenge. These days everyone has a video camera built into their phone. But just because you have a video camera and some editing software does not mean that, by default, you can produce good video. There is an art to creating a video that will engage an audience while communicating the intended message. Experience in communicating that message in video, is the talent I bring to each project. Let’s be honest, we have all seen bad video. Granted, there are occasions when bad video can be good, but that is much less frequent then the opposite; bad video simply being bad. And bad video makes you look, well, bad. When you are looking to invest in a video project for your organization, the last thing you want to end up with is bad video. To avoid this problem there are a few simple things you can do.

First thing you should do is create a budget.

You should be aware of the real cost of video production and budget appropriately. Most reputable companies are not the cheapest, and there are reasons why. Video production equipment, lighting, and software is expensive. Reputable companies not only have invested in this equipment, they know how to use it. If your video people show up to the job with an iPhone or iPad, then you may end up with a bad video. You should expect to pay around $600 or more per “Finished Minute” of video, depending on the type of project. When applying this formula, a 30 second video is a minimum of $300, and a 10 minute video is about $6,000. Why? Simply stated, each finished minute of video consumes an average of 5 to 8 hours of time to produce. Adding in other factors like actors, or production crews, equipment, and insurance, then costs per minute climb into the $1,500 – $3,500 range.

In short, be realistic about the cost, and communicate your budget up front. This will allow the production companies to bid appropriately on your project. If your budget is too low for the work you want done then you may need to increase your budget, or change the project specification.

Ask to see samples

Always ask to see samples of previous projects, or a demo reel. Make sure to ask what parts of the project the person or company was responsible for creating. Did they write the scripting, shoot it, edit it, etc. It is important to know who did what, and that the production people you hire have the knowledge required to complete your video from start to finish. Otherwise, you may end up with bad video.

Make sure you OWN the licensing.

You need to make sure you know and have licensing rights for all of the elements that go into your video. The last thing anyone needs is a lawsuit, and nowadays content company’s like Getty Images have become efficient at extorting thousands of dollars from people that make the mistake of using unlicensed content. This includes photos, music, actor releases, video footage, and anything else that may be the intellectual or copyright property of someone else. When you hire a production company, make sure that you are granted all of the licenses for that video, as well as, the licenses for all of the elements within the video (or make sure that they have the licenses for the content).

Do you have questions about anything in this post?