5-Video Production Tips to Avoid a Major Production
Produce a Video Without a Problem
If you’re considering the use of video as an online marketing tool, there are a few things you want to keep in mind when communicating with your vendor. You see, whether you’re talking to a Minneapolis video production house or a video production company in Denver or Tucson, we all tend to want to do the same thing – produce a great video that really shines for our client. One thing that not all vendors will do, though, is stay true to their commitment as storytellers. Here’s what I mean: often, the client has a lot of “requirements” for their video – these are things that they feel MUST be in the piece in order for it to gain mass approval. Often the excess items that are included are exactly that – excess. The trouble is, many vendors wanting to please their client, acquiesce and produce based on the client’s “must haves” and sacrifice the integrity and quality of the work.
So, what can you, the client do and what can you, the vendor do? Here are five tips for you both to consider as you’re planning your project:
Share Vision
So often, the client has a vision of what the piece “should” look like. Often times it’s difficult to articulate, especially to a video producer, because the client feels inadequate or that their ideas don’t count. After all, “they’re not the producers!” Instead, they keep to themselves and empower their vendor which sounds like a great idea, but it can also lead to conflict. If you, the client, have seen something that you like or have a specific video in mind that you can share with your vendor, do it! Let them see what you’re seeing in your mind. You’ll find out if the project is realistic and you’ll set the proper expectations for your vendor. As a vendor, find samples of work – whether it’s yours or someone else’s – that you can show to your client that illustrates what you have in mind. Share the vision, that way the odds of your success down the road are much higher.
Less is More
In virtually every situation, the client has certain elements of a story that must be included in a video. Often times, there are just a few essential items, but as opinions are collected from associates of the client, the list of “essential” items often grows. Remember, that more interviews or characters in a video often distills and confuses messaging – especially in a short video. Try sticking to a couple of characters that are able to tell multiple stories. This is especially true when producing videos for non-profit organizations. So often there are so many great stories, the tendency is to tell as many as possible, but ultimately, one terrific story is all you need.
Communicate
Don’t ever be afraid to say you don’t like something. It’s like the people that are served a meal other than the one they ordered, but they say, “oh, it’s okay, this is fine,” and then they proceed to grouse through the entire meal. If something isn’t right – and I’m talking to you, Mr. Client – speak up and let your voice be heard. You’re not going to hurt anyone’s feelings and if you do, tough. You’re paying the bill, you be sure to get what you want.
Approve Changes
As you go through script revisions or edit revisions be sure to sign off on all changes. Don’t assume the other side knows what you’re visualizing in your head. Keep in mind that editing video is a game a frames. In other words, one or two frames may not seem like much in the big picture, but those little frames can make subtle differences that affects the end product. So, be sure you see every revision before approving.
Let Your Video Producers Produce
On a cerebral level all clients understand this, but as the creative process begins quite often it’s difficult to let the producers produce. It begins with having confidence with your vendor, sharing vision and communicating along the way. Ultimately, it’s critical to remember that you trusted your vendor for a good reason and hopefully because they’re accomplished video storytellers. Always express your opinion, but trust the good judgement of your vendor. If you don’t have that trust, you may have selected the wrong company.
Ed Heil is the owner and president of StoryTeller Media & Communications an inbound marketing and public relations agency and video production company based in the Twin Cities of Minneapolis and St. Paul. Ed blogs on topics related to inbound marketing, social media, media relations, news media, video production and crisis communications.
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