From websites to social media, video is a growing part of the online world that is only set to get bigger. For this reason, most businesses know that a promotional video is something they need to think about. But how do you go about it? If you have decided to use video in your business or organisation then you will probably know that it is easier than ever to do it yourself. So why would you choose to use a video production company?

We’re the specialists

When it comes to video production, using a company that does nothing else but offer video services means you are getting the experts. Filmmaking equipment such as cameras is changing all the time and getting the most out of it takes practice and experience. Any video company worth their salt should be able to show you that they are both experienced and up-to-date with the latest changes in technology and style.

The job of video producer is a heady mix of technical know-how and creative flair. If your project doesn’t have both then it won’t be as good as it should be. Using professional video production ensures that your video will look and sound the part.

We have the technology

Equipment matters. You need good quality equipment to make the best videos. Whilst there are definitely great cameras on smartphones, they have their limits in terms of record time, style of shots, lenses and so on. A proper camera with the right extras such as jibs and gimbals for shots where the camera moveswill ensure your video looks professional and attractive. A good quality microphone and audio recording equipment will mean your audience can hear what you have to say.

We save you time

Because we know what we’re doing we can create your videos quickly and easily so you can focus on your business. Whether it is a video advert or a training film, a professional video production will take the pressure off your team by handling the whole process.

We make you money

Bad video production costs you business. Good video production closes sales.

Working with an experienced corporate video production company will help to make sure you achieve the best result. Getting your business video production right means you are sending out a powerful message to your potential clients. It’s not just about saying the right things or showing your product, it’s about showing your company at its best and most confident.

Poor audio, dodgy camera work and a confused, messy edit will reflect back on your business and more importantly confuse your message. Any company video, whether it’s a promotion video for driving sales, or an information video for staff, needs to reflect your brand in the right way. When the mix of creativity, core message and technical know-how is right, then a good video should make you money by driving sales and making sure customers keep coming back because they trust your company.

So how does it work?

All video producers will tell you that video production starts at the planning stage. Get this bit right and you are more than halfway there. Good professional video production begins with listening and learning about the client and what they need. What does the video need to do? Who is it for? What resources do you have? Whether you are making a school promotional video or a mega-budget corporate video for a huge multinational, you must plan. VideoTrack has a tried and tested system for making sure the planning process goes as smoothly as possible and gives you the end result you are looking for. It’s all about putting your audience at the heart of the process so each video is tailored to their needs. When it’s time to move on to the filming it’s good to know that there is little left to chance.

The video shoot is usually the quickest part of the whole process for most video productions. This can also mean it is the most stressful as there will often be a lot to get through in a short space of time. Good planning, skill, experience and good communication, not to mention a sense of humour, are the ingredients for a hassle-free shoot. A call-sheet will usually be sent out before a shoot that confirms when and where everyone needs to be and what they will be doing. It’s a useful document that helps to prevent any nasty surprises on the day.

The final and often longest part of the process is the edit. This is where the video itself is turned into the final product. Footage must be imported into the computer, sorted, clipped, crafted into a story and coloured. Audio must be checked, levelled and possibly sweetened. All this before you can think about adding music or graphics. The edit process will often go through two or three versions before the final cut is arrived at. Clear feedback helps the edit move along more quickly.

Who is it for?

There are endless ways to use video in all sorts of situations. In fact, we wrote a blog post putting together some of the best ways to use video. There are school videos, charity videos, corporate videos, video adverts, events videos, promotional videos… The list goes on and on. If you have something you want to tell people about, video can help.

Most video companies are flexible and versatile enough to work for a wide variety of clients. Some will specialise in business video production or website video production, but the majority will be happy to consider any project that calls for professional video production. Using video promotion to spread your message is a great way to reach large numbers of people very quickly. And if you do it right, keep their attention too.

Big ideas

Creative thinking is a key part of the process. There are times when something quite straightforward is needed, but even the simplest of videos can benefit from the odd creative touch. This is where a really great corporate video company should come into their own bringing their clients fresh ideas that will work for the audience. Take a look at some of our other blogs showcasing some of the great corporate video examples out there – Zendesk and Barclays.

The best corporate production companies work hard to bring even the most everyday products and stories to life. Making your audience care about what you do with creative, thoughtful storytelling will bring people to you and make them want to find out more. Thinking about your video content in terms of a journey can be quite useful. For example someone might arrive at your YouTube channel through a fun, awareness raising viral, but then be drawn into the more fact-rich product videos. This might be followed by some testimonials and how-tos before they finally take the plunge and become a customer. A wide variety of content is important. The fun stuff is great at getting people’s attention, but once you have their attention you need to give them something substantial to get stuck into.

How do you get your videos out there?

Your videos need an audience and this is the part that many video production companies forget. A beautiful, perfectly crafted video is useless without people to watch it. And not just any people. They’ve got to be the right people – the ones you want to take action, be it customers, funders etc. Thankfully there are a whole range of platforms for your promotional video production. Video is found all over the web and social media, but there are a few key places that are worth focussing on.

Top of the list are Facebook, YouTube and your own website. After that Instagram and Vimeo are worth considering, but there are a wealth of other online platforms such as Snapchat or Periscope. The world of digital video is changing fast, however, and it’s vital to stay up-to-date. Video still has an important place in the offline world too. Corporate video production for trade shows or conferences is still a great investment for businesses who want to make an impact.

Take your pick

It’s worth taking a moment to think about what you need your video company to do for you. If you are looking to pay for commercial video production then you need to get it right. There are a staggering number of video production companies out there and many of them are excellent at what they do, but finding one that is the right fit for you is important.

If you are planning to hire a video production agency, think about some of the following:
Do you like the style of their work for other clients?
Are they experienced?
Do they listen?
Are the approachable?
Do they have good ideas?
Can they work within your budget?
Do their previous clients have good things to say about them?
What is their project management style and is it successful?
Do they have the capacity to take on your project?
What kit do they use and is it good quality?
Are they up to date with the latest trends and technology?

It’s also worth thinking about location. Many people believe the bulk of video production companies are in London or the bigger UK cities such as Birmingham and Manchester, but in fact lots of companies are based all over the UK. Regional video production companies are often able to give better value due to lower overheads.

Working with your video production company

The key to a good video project experience is good planning with clear goals. Never be afraid to tell any production company that you might work with exactly what you want, but be open to advice. Here is a list of things to think about if you are planning a project with a production company.

What style of video do you like? Look on YouTube to find some videos that you like the look of. Think about what it is about each video that you really like.

Think about your budget. Actors, special effects, pop music, fancy locations all have to be paid for on top of the production crew and can be more expensive than you realise. If you want to include something in your video but don’t have the budget, try talking to your video producer about alternatives.

Who is your audience and what do they like? Remember who will be watching your video and try to tailor it to suit them.

What do you want your audience to do once they have watched the video? This could be anything from add your product to their shopping cart to remember to wear protective equipment. A good business video should make the audience want to do something.

Where will the video be shown? This could be on your website, on social media, at a trade show, on television… There are different things to think about depending on where you are planning on showing the video. Videos at trade shows or on Facebook, for example, are often played without audio.

How long do you want the video to be? Recent surveys suggest that almost two-thirds of people who watch promotional videos online prefer ones that are less than 60 seconds. Opting for lots of short, well-targeted videos works better than one long video with lots packed into it.

Magic recipe?

There isn’t a magic recipe as such, but there is definitely a good rule of thumb when it comes to video production companies.

(Good Listening + Ideas + Reliability) x (Skill + Experience)
= The Perfect Video Production Company.

Make sure the company you choose listens to you properly and understands your vision. They should also bring their own ideas and advice to the process alongside a reliable track record of delivering projects. Skill and experience can’t be underestimated as these are the things that will solve any problems that might come up. Whether you are looking for big corporate video production companies or something a little smaller, these are the qualities that matter.


You might like to read our previous post about how one of our client’s has used video.

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