Video production is not a commodity, as the quality of video production services can vary greatly depending on factors such as the experience, creativity, and technical expertise of the producer or production team. Yes, some basic video production services, even those provided entirely by AI, may be available at a low cost or even free. However, high-quality video production services, like those that include effective storytelling, cinematic camera work, strategic editorial, and a powerful emotional appeal, typically require a significant investment of time, skill, and resources. The best video producers are equal parts artists, engineers, and even psychologists! Additionally, video production often involves high-quality collaboration between the producer and the client to ensure that the final product meets the client’s specific needs and goals. This means that video production services are often customized and tailored to each individual client, rather than being a standardized, one-size-fits-all commodity.
At Storyteller, for example, all of our work is tailor-made to fit our clients’ specific goals and objectives. While we do strive to make the process as easy and painless as possible, it nevertheless is a custom (and very human) endeavor.
When hiring a video producer, there are several factors you should consider to ensure that you find the right person or team for your project. Here are some key things to look for, in our opinion:
- Experience and Portfolio: Look for a video producer who has experience creating videos similar to what you need. Ask to see their portfolio or examples of their work. This will give you a good sense of their style, quality, and capabilities. We are never bashful about showing our work. It’s true that a video producer, in many ways, is only as good as their last project. We post most of our client work continuously on our website for anyone to view.
- Communication Skills: Effective communication is essential in any collaborative project, and video production is no exception. Make sure the video producer is responsive, listens to your needs, and communicates clearly and effectively. Do they have a process in place? Do they clearly explain a typical production timeline? What is their average turn-around for projects?
- Technical Expertise: Video production requires technical expertise in areas such as camera operation, lighting, sound recording, and editing. Look for a video producer who has a strong technical skillset and is up-to-date with the latest industry trends and technologies. How current is the gear and equipment they own? What sort of indication of technical background do they share? Do they have a degree in the field? Has their work been recognized by a credible third-party?
- Creativity and Innovation: You want a video producer who can bring fresh and creative ideas to your project. Ask about their approach to storytelling, visuals, and other aspects of video production.
- Professionalism and Reliability: Look for a video producer who is professional, reliable, and has a strong work ethic. Make sure they have a clear understanding of your project timeline, budget, and expectations. Will they be out-sourcing any of the elements of your project? Is their team entirely in-house (ours is)? These details can make a huge difference when it comes to the quality and consistency of both the final product and of the service you can expect from them throughout the relationship.
- Client Testimonials: Check online reviews, case studies, or ask for references from the video producer’s previous clients. This will help you gauge their past performance and client satisfaction.
- Pricing and Contracts: Finally, make sure you understand the video producer’s pricing structure, contract terms, and payment schedule before hiring them. Be clear about your budget and expectations from the outset. This is one of the reasons our brief new project questionnaire includes a budget range. We always strive to design a scope of work that fits into our clients’ budget from the beginning.
Why is hiring professionals important?
Hiring a professional video producer is important for several reasons:
- Quality: A professional has the experience and expertise to create high-quality videos that look and sound great. They understand lighting, camera angles, sound recording, and other technical aspects of video production, which can make all the difference in the final product.
- Creativity: Professional producers bring a level of creativity and innovation to their work that can help your video stand out. They can offer fresh and unique ideas for storytelling, visuals, and other aspects of video production that can make your video more engaging and memorable. For example, The Storyteller Studios team is not at all afraid or unwilling to shoot and deliver vertical videos for use as Instagram, Facebook, or TikTok reels! The key is understanding your target audience and how best to reach them in the most compelling way.
- Time and Efficiency: Producing a video can be a time-consuming process, especially if you don’t have experience in video production. A professional producer can help you save time and ensure that the project is completed efficiently, without sacrificing quality.
- Professionalism: Working with a professional video producer can help ensure that your video project is handled with professionalism and care. They will take the time to understand your needs and goals, communicate clearly and effectively, and deliver a final product that meets your expectations. We just can’t stress this enough. We have talked to so many clients who come to us, not even because they weren’t satisfied with the quality of work from their previous video partner, but because they were disappointed or frustrated by a lack of responsiveness, organization, and over-all professionalism.
- ROI: A professionally produced video can provide a strong return on investment by helping you connect with your audience more deeply, increase brand awareness, and achieve your marketing and business goals.
Overall, hiring a professional is important if you want to create a high-quality, engaging video that effectively communicates your message and achieves your goals. Your brand is a precious asset. Imagine if your customers’ only impression of your brand is the video marketing content you create. It may very well be true. Statistics show that 80% of visitors to your website will watch a video if they find it there. Only 20% will read any text. And 9 out of 10 people who come across your video on their mobile devices will share it with someone else.
Can you really afford to risk relying on inexperienced video producers, or artificial intelligence, or experimenting with video marketing on your own?