Good Corporate Video Production at Low Cost
With the prevalence of high-speed Internet access and low cost professional video recording equipment with the irrepressible social media surge: the rise of YouTube and other online video distribution services driving demand for business videos of all stripes. The result is an effective and inexpensive corporate video production.
Market and technological forces have driven down production and distribution costs significantly, even for the smallest companies. Long gone are the days of pricey training videos and big-production commercials, instead, businesses want their videos fast and cheap.
When we used to pitch a corporate video, they would put all their eggs in one basket for that presentation, that one big-budget item. They would press it onto DVD and get a nice case for it and send it all over the country as their “electronic brochure.” Now with the Internet and all these other avenues of advertising, the big expensive corporate video production is not at the top of the list.
Social media has reduced customer demand for high-cost, high-margin productions but it also has warped business customers’ perception of quality. One of the challenges we face in this industry is the ‘YouTubeification” of video. People are getting very comfortable with “good enough” and that’s a direct result of how much video we watch online that is just not of great quality. The barriers to entry are so low now that all you need is a credit card and you can call yourself a production company.
To deal with the new market demands we have to adjust our strategies. We try to do shoots with smaller crews and use more efficient production process, which helps our production company sit in the middle ground between the two extreme types of video company models operating today.
On one hand, we have the established Soho production house who always thinks bigger is better and are really not adapted to the smaller crews, smaller budgets and simpler workflows that the new tech allows. And then you have the videographer with his 5D who thinks video is free. He’s often a hobbyist or enthusiast and sometimes might do a good job, or he might be using your project to discover that he really doesn’t like doing video. One thing that separate’s the two is the experience that they have in lighting, framing correctly and adding motion to your camera movement. There’s one thing that doesn’t change when you get down to it and that’s the art of the craft.
Even more important, is understanding the whole point of why your doing a corporate video production.
The hardest thing about our job is not making the pretty pictures, and producing well-crafted videos (that’s default). It’s understanding the clients’ communications goals, understanding who their audience is, understanding what the objectives are and making sure that the pretty pictures we make match those goals.
We always try to warn businesses about the end product if they opt to hire a college kid with lots of creativity but limited business experience. They don’t always understand that just because something is a creative idea, it doesn’t mean that it is a good idea to solve the problem the client is trying to solve. And in the end, they may not have the maturity or experience to say, ‘Wow, this would be really beautiful or interesting or funny to do, but it doesn’t actually benefit the client?’
If you need good corporate video production that engages your audience, you need your budget to justify that. Sometimes you will get lucky and find a good idea that can be produced cost effectively and resonant within your market. But more often than not you need experience and a team sympathetic to your needs that knows how to best capture and translate your company to your customers. The real bonus now is that this can be done for less!
Written by Mark A. Wilson the Managing Director of London based video production company Phink TV. With over 10 years experience in Digital Media and the Creative Industry working for the likes of Sky TV, The Times, and The Arcadia Group. I now feel it’s time to give back some of the valuable information and insight I have attained. Amongst my many loves include, video production, digital media, design and marketing trends, hoping I can be a useful contributor to this site on these subjects. Phink TV