5 Things To Consider Before Hiring a Videographer
Video is Crucial for Your Brand
In the digital age, videos have become a cornerstone of brand storytelling, offering an engaging way to showcase your company's personality, products, and values. Hiring a videographer is a significant step towards growing your business. However, it's not just about finding someone who can shoot and edit videos, there’s more to weigh in this decision. Here's a guide on the top five things you should consider before hiring a videographer to ensure your brand stands out in the crowded marketplace.
1. Understanding Your Brand's Vision and Goals
Before you even begin the search for a videographer, have a clear understanding of your brand's identity, vision, and the goals you aim to achieve through video content. Having a clear direction will not only help you communicate your needs effectively but also enable the videographer to create content that resonates with your audience and aligns with your brand ethos. Ask yourself:
What message do you want to convey? Your company’s stellar culture and values? A promotional offer? A problem only your business can fix?
Who is your target audience? Consumers or other businesses? Existing contacts or new reach? Retirees or Millennials?
How does video content fit into your overall marketing strategy? Will this be a single event or a build-up campaign? Will you need long form and short form for different platforms such as Website or Television? LinkedIn or Instagram? These platforms vary widely and you’ll want your videographer for have a clear list of deliverables that are fitting for each platform.
How can you maximize your investment in video? Generally speaking, the more planning you do the more value you’ll get from your video experience. Perhaps you’re looking for a 7 minute welcome/orientation video, a 3 minute explainer and 1 minute sizzle video promoting your product. While filming any of these, you could have your videographer grab loads of secondary alternative footage (known as B-Roll), that can serve well as content for social media, or more refresh content in 6 months. Rather than just having the 7 minute video delivered, you might consider having your videographer edit 7 shorts for different highlights from the video that can serve as content on one (or more) of your platforms.
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2. Videographer's Portfolio and Style
A videographer's portfolio is a window into their style and quality of work. Review their previous projects to see if their style matches the tone and image you want for your brand. Remember, the right videographer should be able to adapt their style to suit your brand's unique identity and clearly communicate your message.Consider:
The diversity and creativity in their work. A videographer that focuses on a single style and format is great if that is exactly what you’re looking for. A videographer with an array of experience is likely to have the flexibility to cater specifically to your needs.
How well they've executed projects for other businesses in your industry. Without insider info this can be difficult, but consider seeing if they are producing ongoing work or more than one project per client. This can be an indicator of solid, ongoing relationships because clients are pleased with outcomes.
Their ability to tell a compelling story through video. What did you experience when you viewed their videos? Were you moved to emotion? Were you confused? Were you convinced?
3. Technical Expertise and Equipment
Quality videos require not just creativity but also technical expertise and the right equipment. Ensure the videographer you choose has the technical skills and equipment necessary to produce high-quality videos that make your brand look professional. Consider the following:
What type of cameras, lighting, and audio equipment do they use? This can be tricky. You’re not a videographer, right? So how should you know whats good? You can always ask what cameras they use then dig around the web to see if that’s “good”. Maybe start with our Best Cameras for Beginners article. These often are an excellent starting point. Be wary of videographers relying solely on Smart Phones. A good videographer will always supply their own lighting and audio equipment.
Are they adept at using editing software to give a polished finish to the videos? Consider asking what editing software your videographer is using. The most common industry-standard editing software includes Adobe Premiere, Final Cut Pro, and DaVinci Resolve. Be wary of anyone using unfamiliar software or template-based editing programs (like CapCut or Canva).
Do they have the capability to shoot in various conditions and locations? Versatility and adaptability are massively important in a videographer. If you have a one-time event outdoors and it rains, you want a videographer that is not only prepared but will utilize the circumstances to only add to the beauty and quality of your film. Sometimes you can schedule a re-shoot, but if not, you need someone that can roll with the unforeseen and still deliver a dynamite project.
4. Collaboration and Communication
Creating impactful videos is a collaborative process. A videographer who is a good listener and communicator can be a valuable partner in bringing your brand's vision to life. The right videographer should:
Be open to your ideas and input. A videographer is an artist ready to put your vision to work. Not only should they be ‘open’ but actively seeking out your ideas and input, especially at the beginning of the project and during pre-production. Take tremendous care to communicate everything you want clearly up front: It’s much more challenging to change what you want after the cameras have rolled.
Communicate effectively and keep you updated throughout the production process. Like all businesses, you should get an estimate and list of deliverables that are agreed upon before you ever roll film. A good videographer will talk you through what to expect and check in at each phase of pre-production, coordination, filming, and editing.
Understand your feedback and be willing to make revisions if necessary. Depending on the size of the projects, your videographer may allow just one round of revisions, to unlimited revisions (particularly if you’re willing to pay for the extra time and editing). Again, this should be communicated clearly on the outset, but never be afraid to ask if that information isn’t volunteered up front.
5. Budget and Return on Investment
Finally, consider the budget and the potential return on investment (ROI). Investing in a professional videographer can yield significant benefits for your brand, but it's crucial to ensure it aligns with your marketing budget and goals. While you shouldn't compromise on quality for cost, it's essential to:
Get a clear understanding of the videographer's pricing structure. Some videographers bid each project, while others bill hourly. Both are totally valid, but knowing up front is key to a healthy working relationship and to protect you from going way over budget. Also consider how big a team is actually needed: Are 3 camera operators really necessary? Are you paying for the flex of heavyweight equipment and inflated teams, when a solo videographer with the right skills will blow it out of the water?
Discuss the scope of work and any additional costs that may arise. When you’re loving the videos you’re delivered, you may want to jump at the opportunity to expand the scope. Magic happens in front of the camera and you want to get as much bottled as possible. Just be certain to have a clear idea of what the extra cost might be when you ask for a few extra social shorts or three different ending versions.
Consider the long-term value the videos will bring to your brand in terms of engagement, conversion, and brand recall. While it’s relatively easy to measure ROI from a video promoting a product for your digital storefront, it can be trickier to track when it comes to video sharing your brand story.
Investing in a professional videographer can yield significant benefits for your brand, but it's crucial to ensure it aligns with your marketing budget and goals.
Conclusion
Choosing the right videographer is pivotal in effectively communicating your brand's story and connecting with your audience. Keeping these five priorities in mind, you can find a professional who not only captures high-quality video content but also understands and elevates your brand's identity. Remember, a great videographer doesn't just document; they tell your story in a way that engages, inspires, and leaves a lasting impression.
Incorporate these considerations into your selection process, and you're well on your way to creating compelling video content that resonates with your audience and bolsters your brand's presence in the digital world.
