Top Video Production Companies
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Top Value Propositions and Differentiating Factors of the Best Video Production Companies
The world we’re living in is driven by content. Brands can live or die based on their ability to produce interesting content. Interesting is the operative word, here. In a content landscape that becomes more saturated every single day, only the truly exceptional has a chance of standing out and getting noticed.
We also happen to be living in a moment where visual content, specifically, is more important than ever. We’ve all heard the dire predictions about decreasing attention spans. Social media has taught people to be accustomed to short-form content. People are less inclined to read, and more inclined to engage with video. But video content must also be high quality and engaging in order to capture audiences. Poorly produced or amateurish video looks unprofessional and reflects badly on the brands that produces it.
Because video production is such a highly specialized field, most brands choose to partner with an agency and a video production company on video projects. The right video production company will have the skills necessary to pull of everything from a simple explainer video to a Superbowl commercial. Below are some of the traits that set the best video production companies apart.
- Top video production companies know good storytelling
- Leading video production companies work with talented directors
- Effective video production companies are collaborative
- Cutting edge video production companies win awards
- Exceptional video companies push boundaries
- Service offerings of top video production companies
- How the best video production companies market themselves
- Takeaways:
Top video production companies know good storytelling
High-quality video production is all about storytelling. Good storytelling is what helps audiences connect to the content they consume. The absence of good storytelling is what makes user attention quickly flag, resulting in video abandons. The best video production companies know that every video needs to tell a story, even if it’s a very simple one. Especially when the material in question is being developed for the purposes of branding, you want a production company that can effectively tell a story about your business. Examine the company’s portfolio of work closely to make sure storytelling is a skill they’ve developed.
Leading video production companies work with talented directors
Impressive video work comes out of collaboration with talented directors. Skilled directors have vision and expertise that allows them to bring complex ideas and concepts to the screen in compelling ways. Middling directors, on the other hand, will produce middling work. If you want your video project to be a success, look for a production company that has relationships with talented directors in the industry. Then look at the kind of work each director has done. Does it seem like it would align easily to your ideas for the project? Top video production companies will be proud to declare their relationships with directors. Steer clear of any company that’s ambiguous or mysterious about who they work with, as it’s likely indicative of uninspiring talent.
In addition to talented directors and creatives, make sure the company you end up partnering with puts an emphasis on client relationships. You should have an account director assigned to your business who will manage communication and be accountable for things like timeline and deliverables.
Effective video production companies are collaborative
Video production is a field that involves many different skills and disciplines. The director is there to oversee it all, but he or she doesn’t do everything. The biggest productions will involve writing, storyboarding, casting, location-scouting, lighting, video editing, and so on. In order to produce good work with so many cooks in the kitchen, video production companies need to have exceptional collaboration skills.
Not only must video companies facilitate collaboration among members of the production, they also have to be able to work closely with clients. High-end productions are expensive endeavors, and clients deserve to get what they pay for. This can only be achieved if all team members, both client and agency, are closely aligned to the project goals and desired outcomes. Understanding of the client’s branding, voice, and mentality are key to creating a successful video on their behalf. Always look for a video company that can act as a true collaborative partner.
Cutting edge video production companies win awards
Everyone likes to win awards -- and the reason is that awards indicate that someone has the respect and admiration of his or her peers and mentors. Video production companies that win awards have been recognized as leaders in the industry, and this fact should be reassuring to prospective clients. If anything it means the production company isn’t untested, and that they have been able to achieve a high level of work in the past, so will more than likely be able to do it again.
Exceptional video companies push boundaries
You know what they say: there’s no reward without risk. The best video production companies are capable of pushing boundaries and taking the creative risks that result in work that feels fresh and unique. You might think that no one can push boundaries when they’re producing a how-to video, a commercial, or a corporate video, but you’d be wrong. The best video content always does something new with the form. It doesn’t have to be earth-shattering, but it should strive to be innovative. Look for video production partners who have a proven track record of thinking outside the box for their clients.
Service offerings of top video production companies
The best video partners offer a range of video production services. They should be able to accommodate video projects of all sizes, though be aware that most will have a minimum starting budget of at least $5,000 for a single project.
In addition to full-service custom start-to-finish video production, below are some of the most common service offerings you’ll find at top video companies:
● Video Strategy - The first step is determining what needs to be said and to whom. A video strategy will identify target audience, key messaging, approach, and distribution plans.
● Script-writing - Every production has a script. This is where the creatives determine the “plot”, so to speak, and hash out dialogue and voice over.
● Storyboarding - An illustrated shot by shot sequence detailing each frame of the video. This is the video blueprint that aligns everyone to the final direction before shooting.
● Voice over - Video production companies will hire voice over artists to narrate the video. The casting will be based on direction as agreed in the strategy phase of the project.
● Animation - Top video production companies can also handle animations of all kinds. They have motion designers on staff equipped to handle animated video needs.
● Distribution and promotion - Once the video has been shot and edited, it has to go somewhere. Many video production companies can help with the distribution and promotion side of things as well to help ensure clients get the most out of their video projects.
How the best video production companies market themselves
You can expect most video production companies to have a strong social media presence. They will invest particular time and attention in video channels like YouTube and Vimeo. These channels act as showcases for their work, and as easy places to sort and categorize videos by type or industry for peak browsability.
Showcasing video work on social media and on the company website is key for video companies, but they also have to invest in being discovered by prospective clients. They invest in paid search (PPC) and search engine optimization (SEO) tactics to increase their visibility in search engines for terms relevant to video production. Thought leadership and content marketing are also key, as they contribute to SEO efforts and help define the company as an authoritative voice in the industry.
Takeaways:
Content is king, as they say, and video is the king of content. As attention spans decrease and our society becomes an increasingly visually-driven one, video will become more and more important as a marketing tool.
Amateurish video, however, is not an option as it reflects badly on the brand that produces and promotes it. In order to produce the high-quality video content brands need to get noticed, a partnership with a top video production company is necessary.
To identify which video production companies are among the best in the business, look for these key differentiators.
● Exceptional storytelling - Do the production company’s case studies demonstrate an ability to tell a clear and compelling story? Are they able to translate an ordinary concept or idea into something memorable and engaging?
● Talented directors - Who are the directors the production company works with? Are they respected in the industry? Does their past work suggest that they are well-equipped to execute your project?
● Collaborative - Is the production company capable of working in a collaborative fashion, not only within internal teams but when it comes to external (aka client) stakeholders as well?
● Award-winning - Has the production company won any awards or honors for the video work they’ve done in the past?
● Boundary-pushing - Can the production company push the boundaries of what is expected? Is their work innovative and fresh, or does it look like everything else that’s come before it? Do they suggest new and exciting ideas when they pitch for your business?
Top Qualities of the Best Video Production Companies
Goals-Focused
The best video production company will take the time to understand exactly what the objective of your video campaign is, create a strategy to ensure that objective will be met. From script writing to storyboarding, filming, and post-production, agency experts ensure everything runs smoothly and that each of the brand’s key requirements is met.
Strategic Direction
When it comes to crafting a compelling video for your brand, top video production companies will take the time to outline a strategy that will dictate the video process. The strategy phase is necessary because it helps ensure that everything is accounted for before you move into the costly production phase where mistakes will result in lost time and wasted money. A good strategy will outline all the key aspects of video design, including tone, language, visual aesthetics, length, as well as detail all the resource that must be provided by the client.
Clear Expectations
The best video production companies will set clear expectations about the video production process. Nothing should be left to chance, and the client should know where they stand at all times. Look for an agency that is upfront about their process, including nitty-gritty details like lighting and equipment. They shouldn’t shy away from budgeting out the project once the client’s needs and objectives are made clear, and they should be able to provide a reasonable expectation on when the video will be complete. Also look for agencies who are willing to work around key milestones and deliverables so that you are given the opportunity to weigh in at different points during the process. The agency should always be clear in their communication with the brand representative and manage the entire project with as much transparency as possible.
Artistic Vision
The best video agencies have talented video experts on staff -- creative individuals who are dedicated to their craft. These employees contribute to creating a company that has a demonstrable artistic perspective. This is important because you want to work with an agency that can do more than simply point and shoot. Ideally, you should be looking for a team that will be able to provide true artistic direction and valuable recommendations that will improve the overall quality of the project.
Accomplished Experts
The top video production companies should readily share highlight reels from past video projects. The agency should takes pains to demonstrate not only that they’re an industry leader, but that they have the skills in-house to make your specific project a success. Credible agencies will be happy to share information about awards and honors they’ve earned for their work, and will connect your company with past clients who can act as references if you require it.
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