Why hire a professional when I can film my website video and social media content myself?
In the past, hiring a professional video production team to create your website and social media video content has been something you'd have to seriously work into your marketing budget and usually at a very high cost. Filming, editing and video production required specialised equipment and expertise. Now, with iPhones and GoPros providing pretty great image quality, and with the advances in technology we see happening at a rapid rate, this has made professional videography more affordable than ever. Whilst the saying “you get what you pay for” still applies, businesses today can get a higher quality product for their money. Online video is gaining momentum every year, and it has entered marketing’s mainstream - it is almost imperative to have video included in your marketing mix - so why have a professional come and film your business story rather than do-it-yourself?
You are an expert in your field of business - are you an expert in story-telling?
Do you have the time?
There are three basic factors that drive productions costs. These factors eventually get reflected in dozens of small budget decisions that impact the quality of the final video shown on your website or seen on your social media platforms...
Time. The more time that is spent in pre-production, working out your story, planning, scripting, location scouting, shooting, special effects and editing the better the final product will be. More time, from more people, equals more money.
Talent. The greater the talent of the people working on the project, the better it will be. Your staff team may be extremely talented at selling your business service or product, but this does not necessarily mean they are video content creators! In online video production, as with most things in life, talented and experienced people tend to cost more.
Tools. You can produce a video with your mobile phone. Or you can use a high-end camera with a professional lighting kit, professional sound equipment and sophisticated post-production graphics and animation. Sophisticated tools and the top-level professionals who know how to use them add to the cost of your video production.
What is the message you actually want to convey?
If you are wanting to tell your audience of your latest special offers and deals or about an event that's happening next week, perhaps a FaceBook Live video will do, in which case, haul out the iPhone and get your message out there!
If you are wanting to produce a series of training videos for your sales team, perhaps a more professional approach is needed, even if it is only being watched on your intranet - keeping your brand professional.
If you are wanting to showcase your business, tell your brand story and highlight the benefits of what you do, then more time and pre-production thought is needed to produce a result that you will be happy with and that reflects your brand. The WHY is easy - you want your business to grow, you want your brand to be seen, you want to increase sales. When planning your web video also take into consideration WHAT you want the world to see, HOW your brand is received, and WHERE it's going to be seen. Depending on the answers to those, you can decide on your budget...
What will it cost you?
DIY- Fast and inexpensive – ideal for personal blogs and daily special announcements. The cost for a 1-2 Minute Video – Free, once you have the basic gear (and these days, who doesn’t?). BUT it may cost you in the long run, if you use mainstream music in your video and forget about copyright - the copyright may cost you anything between £200 - £150,000!
Student or In-house Marketing Team – Better quality and very affordable. Requires someone with some experience or training using slightly more sophisticated tools (semi-pro camera and video editing software). Talent level is variable and time commitment is often low. Wide variations in quality and often boring to watch. The cost for a 1-2 Minute Video – £500-£1,000
Professional – professional production team using professional film, lighting and audio equipment and average level of time. Predictable quality that conveys credibility. The cost you can expect to pay for a 1-2 Minute Video – £850-£4,000
Premium - Top-level talent, high-end tools (such as motion graphics, high-end cameras, a studio) and more time to elevate a professional production to something exceptional. Use this production level to tell a compelling story and capture maximum attention. This is the kind of video that generates buzz, sets you apart and wins awards. Cost for 1-2 Minute Video – £4,000-£25,000