Top 6 Mistakes Businesses Make When Choosing a Video Production Company

1st March 2024

In 2024, businesses are fully onboard with the power of video content for both B2C and B2B marketing. Video has firmly got its seat at the marketing table with a dedicated budget to boost.

However, the competition for video production is fierce, making it challenging to choose the right partner amongst countless "best video production companies on Google.

This guide outlines the top 6 mistakes companies make when selecting a video production company, helping you navigate this crucial decision and avoid costly pitfalls. By understanding these common missteps, you can ensure a successful collaboration that delivers impactful videos aligned with your marketing goals.

Here are the 6 mistakes you'll want to avoid:

1.  Focusing solely on price

We understand that budget is a crucial element in any business decision. However, when it comes to video production, we believe it should not be the sole deciding factor.

Instead of seeking the cheapest option, focus on finding a company that offers exceptional value. This means:

  • High-quality video production: The final video should be visually appealing, professionally edited, and effectively communicate your message.
  • Experienced and skilled team: Look for a company with a team of talented professionals who understand your industry and target audience.
  • Collaborative and transparent communication: Clear communication throughout the process ensures your vision is understood and translated into the final product.
  • Measurable results: The chosen company should be able to demonstrate their ability to deliver videos that achieve your specific marketing goals.

Price undeniably plays a role in every element of the video production process. From equipment and personnel to post-production and distribution, various costs contribute to the final price tag. However, focusing solely on the lowest cost can often lead to a lower-quality video with limited impact.

Instead, consider investing in a video production agency who understands the value proposition and delivers a return on your investment (ROI). This means finding a company that can:

  • Translate your vision into a compelling and effective video.
  • Reach your target audience and resonate with them.
  • Drive engagement and conversions, ultimately achieving your marketing goals.

By prioritising value over simply the lowest price, you can ensure your video investment contributes positively to your overall marketing strategy and delivers measurable results. Remember, the right video production partner can be a powerful asset in today's competitive landscape.

2: Neglecting to Define Your Goals 

Ever seen a video that's beautifully shot but leaves you wondering, "What was the point?" That's what happens when a video lacks a clear goal.

We get it, sometimes the excitement of creating a video overshadows the "why" behind it. But trust us, a defined goal is the secret ingredient for any impactful video.

Think of it like a lighthouse. It guides everyone involved – us, you, the audience – towards a specific outcome. Here's how a clear goal makes all the difference:

  • Focus and Direction: Everyone's on the same page, ensuring the video is crafted with a specific purpose in mind, leading to a smoother and more efficient production process.
  • Targeted Messaging: Knowing your goal allows us to tailor the message to resonate with your audience, maximizing engagement and impact.
  • Concept Development: We can create concepts that directly support your goal, ensuring the final product aligns seamlessly with your vision.
  • Measurable Success: We can set specific objectives and track the video's performance, giving you valuable insights into its effectiveness and ROI.

So, before jumping into video production, take a moment to define your clear goal. What do you want your video to achieve? Answering this question is the first step towards creating a video that truly makes a difference.

3: Failing to Share Video References

Failing to share video references with your video content marketing company leaves them without a clear understanding of your vision. While you have a specific goal in mind (e.g., increase brand awareness), translating that goal visually can be challenging with words alone.

Here's why sharing video examples is crucial for a successful project:

  • Clarity and Understanding: Words can be subjective, but video references provide tangible examples of your preferred style, tone, and storytelling approach. This helps the production team clearly understand your vision.
  • Alignment with Expectations: Video examples function as a visual guide, ensuring the production company develops concepts that align with your taste. This minimizes miscommunication, reducing the need for extensive revisions and preventing delays.
  • Fostering Collaboration: Sharing your preferences creates a more collaborative environment. The team can understand your vision and offer creative suggestions, potentially leading to an even stronger final product.

Remember, the goal is a successful, impactful video. Sharing video references empowers the production company to become your partners in achieving it. Prepare examples for your initial meeting, and embark on a collaborative video production journey!

4: Underestimating the Importance of Pre-production

We understand the pressure to get things done quickly, and sometimes, clients just want their video yesterday. However, rushing the pre-production stage often leads to a frustrating experience for everyone involved, and ultimately, a video that falls short of expectations.

Think of pre-production as the blueprint for your video. It's the crucial planning phase where the groundwork is laid for a successful final product. Skipping or rushing this stage can lead to:

  • Delays and rework: Without a clear plan, you're likely to encounter unforeseen issues during filming, leading to delays and the need for costly rework.
  • Subpar results: Rushing through pre-production limits opportunities for creative exploration and refinement. The final product might lack the polish and impact you envisioned.
  • Frustration and missed opportunities: A chaotic video production process is stressful for everyone involved, and the video might not effectively communicate your message or achieve your marketing goals.

Here's the good news: investing time and effort in pre-production allows you to:

  • Get everyone on the same page: Everyone involved – from you to the video production agency – understands the project's goals, messaging, and desired outcomes. This clarity leads to a smoother and more efficient process.
  • Save time and money: Careful planning minimises the risk of last-minute changes and surprises during filming, keeping the project on budget and timeline.
  • Create a truly impactful video: Pre-production allows for brainstorming, refining the concept, and exploring creative options. This collaborative approach leads to a video that resonates with your audience and delivers results.

Partnering with a video production company that prioritises pre-production ensures a collaborative and efficient process. They'll work with you to develop a clear vision, plan effectively, and ultimately, deliver a video that meets your needs and exceeds your expectations. So, don't let the pressure to get things done quickly compromise the quality and effectiveness of your video. Invest in proper pre-production planning, and reap the rewards of a successful video production journey.

5. Navigating Too Many Stakeholders: Finding Consensus, not Chaos

We totally get it. Making a corporate video is a big deal, and everyone across the company wants to ensure it aligns with their objectives. But let's be honest, having too many cooks in the kitchen is a recipe for disaster.

Here's the thing: while diverse viewpoints are valuable, involving too many stakeholders in a video production can quickly become a chaotic nightmare leading to:

  • Contradictory Comments: With numerous voices weighing in, conflicting opinions and comments on the video's direction are inevitable. This can delay progress and create confusion about the final goals.
  • Disagreements on End Goals: Each stakeholder might have their own vision for the video, leading to disagreements about the overall purpose and message. This can make it difficult to achieve a cohesive and impactful final product.

So, what can we do to navigate this potential roadblock?

  • Streamline Decision-Making: We recommend establishing a small, dedicated group of no more than 3 key decision-makers representing different departments. This core group can efficiently discuss and reach consensus, minimising delays and conflicting feedback.
  • Clear Communication Channels: Assign a dedicated point of contact to act as the central hub for communication with all stakeholders and the video production company. 

By working together, we can leverage the strengths of diverse perspectives while maintaining a streamlined and efficient production process. This collaborative approach ensures everyone's voice is heard, resulting in a video that reflects your vision and delivers the desired impact.

6. Beyond the Final Cut: Maximising Video Impact with Post-Production Planning

The journey doesn't end with the final edit. In today's competitive online landscape, simply creating a high-quality video isn't enough. Ignoring post-production needs can significantly limit your video's reach and engagement, leaving it on the digital shelf instead of reaching your target audience.

The Power of Post-Production Planning:

  • Distribution Optimisation: Different platforms have specific requirements for video format, size, and technical specifications. Partnering with a video production company that offers post-production services ensures your video is optimised for various platforms, maximising its accessibility and viewability across your chosen channels.
  • Strategic Marketing Integration: Your video isn't an island. Discuss potential video marketing strategies with the production company. They can help you explore various options, such as paid advertising campaigns, social media promotion, and website integration, ensuring your video reaches the right audience at the right time.
  • Analytics and Tracking: Measure the success of your video with analytics and tracking tools. The video production agency might be able to assist you in setting up these tools and analysing the data to gain valuable insights into audience engagement and reach.

Don't leave your video's fate to chance:

  • Discuss post-production services: Ask the video production company about their offerings, including platform optimisation, marketing guidance, and analytics support.
  • Develop a distribution strategy: Identify the platforms where your target audience is most active and create a plan for distributing your video across those channels.
  • Promote your video actively: Don't be afraid to leverage social media, email marketing, and other outreach tactics to reach your audience and drive engagement with your video content.

By proactively planning for post-production and actively promoting your video, you ensure it doesn't get lost in the digital noise. This comprehensive approach maximises your corporate video's impact, driving engagement, brand awareness, and ultimately achieving your desired marketing goals.