What are the costs and how can you control your video production budget?

Video production is a great way to promote your business or share your message with the world. However, many people are unaware of the costs involved in producing high-quality video content. In this blog post, we'll explore the different video costs involved in video production, from pre-production to post-production.

Pre-Production video costs

The first stage of video production is pre-production, which includes planning, scripting, and storyboarding. Pre-production costs can vary widely depending on the complexity of the project. Some of the pre-production video costs may include:

      • Scriptwriting
      • Storyboarding
      • Location scouting
      • Talent scouting
      • Project management

Production video costs

The production stage is when the actual filming takes place. Production costs can be one of the most significant expenses in video production. Some of the production video costs may include:

      • Crew salaries
      • Equipment rental (camera, lighting, sound)
      • Set design and construction
      • Location rental
      • Travel and food expenses (known as per diem)

Post-Production video costs

After filming is complete, post-production takes place, which involves editing, sound design, and visual effects. Post-production costs can be just as significant as production costs. Some of the post-production video costs may include:

      • Video editing
      • Sound design
      • Colour grading
      • Visual effects
      • Music licensing

How can customers control their budget working with video production agencies?

Controlling budget creep when working with a video production company requires clear communication, thorough planning, and effective project management. Here's how customers can ensure that their video production stays within budget:

    • Set Clear Objectives and Expectations: Clearly communicate your goals, vision, and budget constraints to the video production company from the outset. Make sure everyone is on the same page about what is achievable within the given budget.
    • Detailed Scope of Work: Create a detailed scope of work that outlines all the elements of the project, from pre-production to post-production. Include specific deliverables, shooting schedules, locations, and any additional requirements.
    • Limit Revisions: Specify the number of revisions or edits included in the project. Additional revisions beyond the agreed-upon number may incur extra charges.
    • Review and Approve Scripts/Storyboards: Review and approve the script, storyboard, and any creative elements before production begins. This helps prevent costly changes later in the process.
    • Collaborative Approach: Maintain an open and collaborative relationship with the video production team. Encourage them to suggest cost-effective solutions without compromising quality.
    • Avoid Rushed Deadlines: Rushing production can lead to mistakes and additional costs. Plan a reasonable timeline that allows for thorough work without last-minute expenses. By implementing these strategies and maintaining effective communication with the video production company throughout the project, you can significantly reduce the risk of budget creep and ensure a successful video production that meets your goals and financial constraints.

Conclusion:

Video production can be a significant investment, but it's important to remember that the costs can vary widely depending on the complexity of the project. When planning your video production, it's essential to have a clear idea of your goals, timeline, and budget. By working with a professional video production company, you can create high-quality video content that meets your needs and stays within your budget.


Where to host video

Video in marketing series Part 3 of 3

Now you know what to produce, where do you host video?
Video hosting platforms can be highly effective for marketing businesses. From simple hosting to detailed analytics about who watched your video, for how long and their demographics. Your decision may come down to your audience, YouTube (Owned by Google) is an obvious choice but might be considered more consumer than business orientated. Social platforms also use enable you to host video, LinkedIn, Instagram and X (formerly known as Twitter) all enable video upload but you may be limited in length and aspect ratio.
Here are five video hosting platforms that were commonly used for marketing purposes:
YouTube: YouTube is not only the largest video hosting platform but also a powerful marketing tool. It allows businesses to create branded channels, optimize content for search engines, and engage with a massive audience.
Vimeo: Vimeo offers more control over branding and customization, making it suitable for businesses looking to maintain a polished and professional image. It's often used by creative professionals and businesses focused on high-quality content.
Wistia: Wistia is designed with businesses in mind and provides detailed analytics on how viewers engage with videos. It's particularly useful for businesses looking to track video performance and gather insights.
Brightcove: Brightcove is a comprehensive video platform that offers various tools for businesses to manage, distribute, and monetize their video content. It's suitable for large enterprises and organizations.
Vidyard: Vidyard specializes in video marketing for businesses, offering features such as personalized video messages, tracking viewer engagement, and integrating videos into email campaigns.
Please note that the landscape of video hosting and marketing platforms continuously evolve. We recommend researching the current options and read reviews to determine which platforms align best with your business's marketing goals and needs.

Catch up on the whole series: Video in Marketing
Part 1: How-does-video-marketing-compare-with-other-mediums
Part 2: What kind of video will work for you?


How does video marketing compare with other mediums?

Video in Marketing Series Part 1 of 3

We produce video. We concept, storyboard, produce, film, edit and deliver video. Happily for us, it’s a growing media. According to Cisco: 82% of Global Internet Traffic in 2022 Came From Video* But just saying it doesn't make it real, so we've put together a series of guides on how does video marketing compare, why, how and what video you should be considering.

Video marketing has shown significant effectiveness compared to other mediums in terms of engagement, reach, and conversion rates. Here's a general overview of the advantages of video marketing compared to other mediums:

Higher Engagement Rates: Videos tend to capture and maintain audience attention better than text or images. According to various studies, videos have higher engagement rates on social media platforms and websites.

  • Videos typically receive higher engagement rates than text or image-based content on social media platforms.
  • Viewers retain 95% of a message when they watch it in a video, compared to 10% when reading it in text.
  • Social media posts with videos have 48% more views.

Improved Conversion Rates: Video content can lead to higher conversion rates. Research has shown that including a video on a landing page can increase conversion rates by a significant percentage.

  • Adding a product video to a landing page can increase conversions by 80% or more.
  • Video can lead to a 200-300% increase in click-through rates in email marketing campaigns.
  • 64% of consumers are more likely to buy a product online after watching a video about it.

Better Information Retention: People tend to remember visual content more effectively than text-based content. This means that your messaging is more likely to stick with your audience when presented in video format.

  • Video content generates 1,200% more shares than text and images combined.
  • 80% of users can recall a video ad they viewed in the past 30 days.
  • Social video generates 1,200% more shares than text and images combined.

Enhanced SEO: Video content can positively impact your website's search engine optimization (SEO). Google and other search engines often prioritize video content in search results.

  • Video content is 50 times more likely to drive organic search results compared to plain text.

Increased Social Sharing: Videos are highly shareable on social media platforms. Engaging and informative videos can quickly go viral, leading to increased brand exposure.

  • YouTube is the second-largest search engine after Google, making it a valuable platform for search visibility.
  • Facebook users watch over 8 billion videos daily.
  • LinkedIn users are 20 times more likely to share a video on the platform than other types of posts.

Personal Connection: Videos can create a stronger emotional connection with your audience. Seeing and hearing people, products, and services can lead to a deeper sense of connection and trust.

  • Live streaming offers a sense of authenticity and immediacy, allowing businesses to showcase their expertise and connect with their audience on a personal level.

Mobile-Friendly: With the rise of mobile device usage, videos are easily consumable on smartphones and tablets. Mobile users are more likely to engage with video content while on the go.

  • Mobile video consumption rises by 100% every year.
  • 92% of mobile video consumers share videos with others.

Global Reach: Video content has the potential to reach a global audience, making it an effective tool for businesses looking to expand their market presence.

  • 92% of B2B customers watch videos online, and 43% of B2B buyers watch video content while researching products and services for their business.
  • 83% of marketers say video content is becoming more important.

Live Interaction: Live streaming and interactive videos allow for real-time engagement with your audience, fostering a sense of community and immediacy.

  • 80% of audiences prefer watching live video content from a brand over reading a blog.
  • 67% of viewers who watched a live stream purchased a ticket to a similar event the next time it occurred.

Analytics and Insights: Many video hosting platforms provide detailed analytics, allowing you to track viewer behaviour, engagement rates, and other valuable metrics.

So, looking at how does video marketing compare there's a lot going for it and it can have a positive impact on marketing, social, websites and your business in general. Decide which factors mean the most to you and set your online presence and processes up ready to make the most of your video. It's important to note that the effectiveness of video marketing can depend on factors such as your target audience, industry, and the quality of your content.

Catch up on the whole series: Video in Marketing
Part 2: What kind of video will work for you?
Part 3: Where to host your video

* https://thesocialshepherd.com/blog/video-marketing-statistics#:~:text=In%20a%20survey%2C%2086%25%20of,video%20as%20a%20marketing%20tool


A to Z of video terminology

AR Media's A to Z of video production terminology

Goobledegook… It's all very well using industry terminology between ourselves but we realise that sometimes we may use terms that our clients may not understand. So here's our A to Z of things you might hear us say when you commission us for a video project.

 

Aspect Ratio: The proportional relationship between the width and height of a video frame. Modern videos tend to use 16:9, pre-2000s you might have used 4:3. (also included in the A to Z as its what the AR of AR Media stands for
B-roll: Additional footage used to support the main content of a video. It is often used to provide visual context or cover transitions. We often capture manufacturing processes, buildings, people at work for this.
Bokeh: A favourite of cinematographers, bokeh is the blur effect seen predominantly on lights that are out-of-focus.
Colour Grading: The process of adjusting and enhancing the colours of a video during post-production to achieve a desired look or mood. The footage we capture in its raw format has a very flat/grey look, but this allows us to tweak the colours to make them as realistic as possible.
Depth of Field: The range of distance in a shot that appears in focus. A shallow depth of field has a narrow focal range, while a deep depth of field has a wider focal range. Filming an interview for example you would use a shallow depth of field to keep the subject in focus but the background intentionally blurry.
Exposure: The amount of light that reaches the camera's image sensor, determining the brightness or darkness of a video. A correctly exposed shot will display depths of black without blowing out any highlights such as clouds in the sky.
Frame Rate: The number of individual frames captured or displayed per second. Common frame rates include 24, 30, and 60 frames per second (fps). This has an effect on quality and also file size.
Grip: A member of the production crew responsible for setting up and maintaining equipment such as lighting fixtures, tripods, and camera rigs. We're a tight-knit team so every one of us gets involved in setup and breakdown.
Gimbal: A device that holds the camera and allows us to turn in any direction freely and smoothly.
High Definition (HD): A video format with a higher resolution than standard definition, typically 720p or 1080p. But of course these days we record even higher in 4K.
ISO: The sensitivity of a camera's image sensor to light. A higher ISO allows for better low-light performance but may introduce more noise into the image. A low ISO makes for a finer picture but needs little movement in the frame.
Jump Cut: A jarring transition between two shots that are nearly identical, often used for stylistic effect or to compress time.
J-cut: When the image of a scene is preceded by its sound or audio content.
Key Light: The primary light source used to illuminate the subject in a video. We'll often have a 3 light setup to balance the subject.
Lens: A must-have of every A to Z, the optical device that focuses light onto the camera's image sensor. Different lenses have various focal lengths and characteristics, affecting the perspective and field of view.
Lavalier: A microphone that clips to the presenter's clothing
Montage: A sequence of rapidly edited shots, often used to condense time, convey a series of events, or evoke emotions.
Non-linear Editing: The process of assembling and manipulating video clips out of chronological order using computer-based editing software.
Overexposure: When a video is too bright due to excessive light, causing details in the highlights to be lost.
Pan: The horizontal movement of the camera while it remains in a fixed position. We often use rails to slide the camera smoothly for this.
Prime lens:  a lens that uses a fixed focal length. These tend to be very high quality, very expensive and offer wide apertures.
QuickTime: A multimedia container file format developed by Apple, commonly used for video editing and playback.
Rack Focus: The technique of changing the focus from one subject to another within the same shot to shift the viewer's attention.
Storyboard: A visual representation of a video's planned shots or scenes, typically consisting of illustrations or images with accompanying descriptions. We can help you create these.
Shotgun mic: Often used for broadcasting, TV and film production, sports and other applications where it is impractical or undesirable for the subject to wear or hold a microphone.
Tracking Shot: A shot in which the camera moves alongside or follows a subject, often achieved using a dolly or a stabilized gimbal.
Underexposure: When a video is too dark due to insufficient light, causing details in the shadows to be lost.
Voiceover: A recorded narration or commentary added to a video during post-production, typically synchronized with on-screen visuals. We have a full recording studio in our building for this.
White Balance: The adjustment of a camera's settings to ensure accurate color reproduction under different lighting conditions.
XLR: A type of professional audio connector commonly used for balanced audio signals in video production.
YouTube: We couldn't have an A to Z without mentioning a certain popular online video-sharing platform where users can upload, view, and share videos. Alternatives include Vimeo and Wistia.
Zoom: The change in focal length of a camera lens to make the subject appear closer or further away without physically moving the camera.
Zoom shot: The illusion of moving closer or away from a subject, making them appear bigger or smaller.

So there you have a brief A to Z of video terminology, enjoy and we hope you find it useful.


H G Wells - green screen - The War of the Worlds

Corrections - what we can and can't do in post

When editing a video, there are certain corrections that can be made, as well as limitations on what can be achieved.
Here are some common corrections that can be made during video editing:

  1. Trimming and cutting: We can remove unwanted sections from the video, such as mistakes, pauses, or unnecessary footage. We can also cut between cameras or screen footage to improve interest and switch between takes if there's a stumble in delivery.
  2. Colour correction: Adjusting the colour and contrast of the video can enhance its overall look and feel. We can fix issues like white balance, exposure, saturation, and tint. We intentionally film in a flat colour format which means the 'rushes' might appear a little washed out. But, this gives us the biggest dynamic range to adjust colours in post.
  3. Audio adjustments: We can modify the audio levels, reduce background noise, and apply filters or effects to enhance the sound quality. But, the better the audio at the point of record, thee better the final output will be, too many cuts between takes starts to look jarring to the viewer.
  4. Stabilization: If the footage is shaky or unstable, we can use video stabilization techniques to smooth out the motion. We often use equipment with a built-in gimbal for stabilisation.
  5. Transitions and effects: Video editing software provides a variety of transitions and effects to enhance the visual appeal and flow of the video.
  6. Text and titles: We can add text overlays, titles, subtitles, or captions to provide information or improve the viewer's understanding. We often call these 'Lower-thirds'
  7. Speed adjustments: Video editing allows us to change the playback speed of clips, creating slow-motion or time-lapse effects. For super slo-mo effects these require specialist cameras operating at incredibly high frame rates.
  8. Cropping and resizing: We can crop or resize the video frame to focus on specific areas or adjust the aspect ratio for different platforms. By filming in 4k resolution we can crop into areas and the end result will likely remain as HD, but to avoid pixelation, the higher resolution the better at the start.

However, there are certain limitations to what can be achieved during video editing:

  1. Resolution limitations: The quality of the original footage sets the upper limit for the final video quality. Editing cannot magically improve the resolution beyond what is captured initially. There are methods to up-res footage but these should be used as a last resort as the quality will decrease.
  2. Overexposed or underexposed footage: While some adjustments can be made to correct exposure issues, severely overexposed or underexposed footage may be challenging to salvage.
  3. Focus issues: If the footage is out of focus, it is difficult to recover sharpness during editing. We can make slight improvements, but it may not fully restore the intended focus.
  4. Missing or distorted footage: If the video is missing essential parts or suffers from severe distortion, editing can only do limited corrective measures. In such cases, re-shooting or using alternative footage may be necessary.
  5. Audio quality: Editing can improve audio to some extent, but if the original recording has significant background noise or distortion, complete restoration may be difficult.

Overall, video editing offers a wide range of corrections, but it's important to have high-quality source material to achieve the best results. Aim to get the best footage at the start to avoid noticeable jumps in sequence, colour mismatches between scenes and to avoid extending costly editing time.


Video or Animation: who wins?

You have a product, value proposition and a plan to share your message far and wide… but do you share it with video or animation? Both have their own merits but is one better than the other?

Here's 5 considerations that might help you make up your mind

1 Budget

As you'd expect the devil is in the detail. There's a misconception that animation is cheaper than video, and it can be, but it depends heavily on the style of animation and how much complexity is involved (Pixar animations don't come cheap after all). The more detail in the models, movements, textures and length of animation can mean it takes a lot more time, people and computer power to produce. Having said that, simpler animations can be very cost effective and like for like come in around the same cost as video.

2 Audience Engagement

IFS IoT 3D animation

At a base level, video is a more personal. People like to see people, particularly for testimonial videos where seeing the person you're listening to has weight and encourages truest. A really well scripted and sympathetically designed animation can still achieve that (think about some of the Christmas adverts retail stores use) but it's likely to take a lot more time and cost.

3 Your product

Product video for digital signage

What you're selling can often lend itself to one medium over the other. Physical products, places, people often benefit from video so your audience can see the reality of what you're selling. Services and processes (intangibles) are hard to show in video so animation may be the winner here. That's not to say both can't still be effective for either situation though.

4 Speed

Video can be quicker. If it's not majorly reliant on special effects or large amounts of editing, video is the preferred option. Storyboards and pre-production are usually noticeably quicker and once you're shooting you've got content whereas animation often requires creating everything from scratch.

5 Future proof

3 months later and you want to repurpose your campaign? Depending on the change, it's generally a lot easier with animation. Changing a scene in animation means reopening the file and changing a segment of what's already there, whereas with video it may mean sourcing locations, actors and re-shooting a new scene.

Conclusion

The budget, message and product often influence the media you use, even what your competition are doing, but don't forget your audience. If you know where to advertise in front of them that might be your deciding vote too. But the ultimate decision is up to you.

Need help deciding which media works best for you? Talk to us about your next campaign

 


    How much does video cost?

    You know what we're going to say, don't you? How long is a piece of… videotape.

    Well, videotape is long gone and so have some of the prohibitive cost of making videos. Kit is smaller, lighter and you can move quickly but as you can imagine, costs can still vary wildly depending on the project specifics and it's all about the detail.

    The below costs are ballpark figures, actual projects can vary wildly in complexity and procedures.

    Video testimonial costs

    Ideally, you'd be looking at a 2 person team (director and a skilled lighting camera operator) and at least 2 cameras. Setup time will be around 2 hours, filming will probably take around 1 - 2 hours and acquiring some strong B-roll footage would likely take another couple of hours. You could expect to get a first draft around 3 working days later and with up to 2 rounds of amends your finished article could be available 7 working days later.

    Cost: in the region of £4,000

    The cost of Animation

    With a bespoke animation, a lot of the cost is in the pre-production and design stages. You're aiming really to get the script and storyboard as close to the final thing before production starts so the animators are only making assets and movements once. With a good brief and responsive sign-off procedure, a script and storyboard could take a minimum of 3 working days. Depending on the complexity and if assets need creating or not, the first draft animation could take a further 5 days. Amends and voiceovers might take another 2 days and a final animation could be ready within 10 working days from start to finish.

    Cost: in the region of £6,000

    Corporate video cost

    This can be a very open brief, but if we take the 2 routes a corporate video often takes we can put some guesswork in. The cheaper route might involve writing the script, storyboarding and arranging voiceovers, product demos and stock footage. From a good brief, this could take 10 working days and have a cost of around £5,000 (not including stock footage costs). The more creatively crafted and professional route might mean filming which means crew, travel. If we consider additional motion graphics, maybe some drone capture and a lot of creative editing.

    This could easily take 20 working days and have a cost of around £15,000

    Product launch or commercial

    AVON - Anew Vitamin C Brightening Serum

    If you want to get really creative this is where it's at. It could involve a lot more project management, shooting footage in multiple locations, building sets, arranging actors and props, recording voice overs, applying visual effects all with some incredible attention to detail. The result will be unique, highly polished and have creative flair, but this takes time.

    You could expect to take 30 working days and require a budget of around £35,000.

    These are all finger-in-the-air costs and timescales, but we hope they at least give you some sort of idea of how affordable or expensive video can be in general.

    Want to get in touch?

       


      Green Screen Interview

      Be prepared for a film day

      Be prepared for a film day. You want a 2-minute testimonial or product explainer video and you've arranged the presenter, got sign-off on the script and agreed on a location but don't actually know what happens during the shoot?

      Here's a rough guide to what you can expect and how to prepare.

      Time to be prepared

      The end product might only be 2 minutes (and that's because people's attention spans watching online videos can be short) but to get that 2 minutes will likely take an hour of actual filming, 2 hours of setup, an hour of breakdown and potentially a few interruptions along the way. So whilst you may not need to be there for the whole time, expect a camera crew to take a minimum of 4 hours and add an additional hour for each additional presentation you might be doing. If you can let the camera crew in early they'll appreciate it.

      Space

      Both in terms of area for filming and for equipment, camera crews do not travel lightly. A 3-man crew are likely to bring 2 or 3 cameras, sliders, 4 or 5 heavy-duty tripods, big lights and a load of additional kit for them to do their job. It's like the Kardashians arriving at Heathrow terminal 2. So space to unpack and store all their kit is highly useful (although they can be flexible, it just takes more time). Then you need the filming area. Your Director should be able to maximise the space available, but work with them to find a spot that is clean, has plenty of electrical sockets, is clear of clutter, as light as possible and… quiet. One of the biggest interruptions in filming is noise from other people walking, on phone calls or making their Double Frappuccino.

      Clothing

      This might all depend on the industry you're in and the environment filming is taking place but a good rule of thumb is to ask anyone on camera not to wear thin stripes as it causes strange patterns called moire on cameras. Ideally, solid colours work best and ideally avoid green and bright white. It's also worth having a change of clothes available (if possible) in case of spills, creases etc. And try to avoid logos or anything that could be considered offensive to others. Let your camera crew know if your presenter wears glasses in advance and a rough height, so they can position lights and tripods accordingly.

      Audio

      Your camera crew should provide the best options for your environment, occasionally this might be a boom mic held out of shot over the presenter or a directional mic on the camera itself but if the location is suitable they'll use lapel mics. These attach to the speaker's clothing close to their face to pick up the best audio. Attaching these is fairly straightforward but often an awkward moment as the battery pack usually clips onto their belt or pocket out of view and the mic itself should go inside clothing to keep wires hidden. More often than not, the presenter can do this themselves but on occasion be prepared to help or find an appropriate colleague that can help position the mic and maintain the speaker's dignity and composure.

      Autocue and retakes

      Talking to camera comes more easily to some people than others and it's not necessarily the normally confidant presenters that are naturals. Take time to make your presenter feel comfortable, explain what the video is for perhaps and who everyone is and preferably help them be prepared by providing the script in advance. Make them feel like everyone is on their side and critically, not rush. It's likely if they're reading from an autocue that they'll trip over a word or two, maybe say a word that wasn't in the script or run out of breath on a really long sentence. Depending on their experience they might panic over the slightest mistake and it's everyone's job on the shoot to assure them that a) everyone does it b) they might well make the same mistake a number of times (in these cases it's often handy to skip that section and come back to it) and c) there's no rush. Take a deep breath and try again.

      It's also quite likely that you'll capture short sections at a time instead of the whole script. Maybe even capture different styles of presenting the same information. And, have someone tracking the script as the presenter narrates it to ensure they stick to the script or the change they may have made still makes sense.

      Be prepared for B-roll

      Brackmills Sara Homer

      Often, additional footage of the surrounding area (b-roll) makes a video more engaging to watch. If you're a manufacturer they might capture some of the products being built or meetings for service-based companies. For this either the same camera crew will need permission to explore the area after the presentation (and may need accompanying and safety gear) or an additional camera crew can capture these shots whilst the presentation is being filmed.

      Every shoot is different but with these tips in mind you can Be prepared, make the most of everyone's time and you and your presenters will have some knowledge of what to expect.

      Want to get in touch?

         


        AR Media Showreel 2022

        How Long Should Your Social Media Video Be?

        The Definitive Answer: A blog about how to best post videos to reach the largest audience.

        As you might expect, video is the most engaging media to post on social media. But how long should your social media video be? Quick answer: there's no definitive answer. But there are some tips you can follow to get the best chance of engagement.

        Audience and message balance is king.

        You can find blogs on video length everywhere and they are useful but... They will tell you attention spans are short and anything over 2 minutes is uneconomic. What they don't take into account is context. For example, people quite happily sit in a cinema for 3 hours if the film is good enough. So consider what your audience on each platform will be expecting.

        But how long should your social media video be?

        TikTok allows up to 3 minutes, Twitter 2 minutes 20 seconds and Instagram 60 seconds - they are fun-packed bursts of content. You'll need a simple message, easily understood and quick to convey.

        Facebook allows up to 240 minutes but still, people are expecting fast, disposable information, updates about their friends and videos about cats. Attention spans aren't really very long and selling at people during their own personal time isn't likely to get a positive reaction. So treat it as a B2C platform, make your message light and interesting but don't go into massive detail.

         

        Brackmills Sara Homer

        As LinkedIn is a B2B platform your audience is far more receptive to business messages, more detail, serious topics and you get up to 10 minutes for your video. They'll also invest more attention if you pique their interest. Here you can share explainer videos, product launches, business values etc. with a caveat... give your audience enough that they want to know more but don't give them so much that they have no reason to contact you.

        So, start with your message and audience. Getting that right will determine your platforms and maybe point you towards having multiple versions of your message.

        Double-check your message rings true throughout the video and don't forget a call to action. like this one: 

        To discuss your video requirements call us on: 01604 621600 or email: studio@ar-media.co.uk

        Want to get in touch?

           


          Brackmills Sara Homer

          5 key ingredients of great case study videos

          Case study videos

          Case Study Videos (or testimonials if you prefer) are a key marketing tool for nurturing prospects along the buyer journey. You probably already have some or know you need them, but do you know the key factors in making a compelling one?

          Asking a client to go on record and promote your products or services is a big ask. They are putting their own personal reputation on the line for you, taking time out of their schedule, and putting themselves in an environment they may not be very comfortable with.

          Which means there’s a lot to be said for making your client feel comfortable throughout the whole process. Let them know what to expect, invest your time as well as theirs and check they are a happy customer before the process starts.

          If you can tick those boxes you’re off to a good start and here’s 5 things you can do to make working with a video agency the easiest an

          d most productive it can be:

          Timing

          Give your clients time to get to know your product and give meaningful opinions. Asking to interview them immediately after they’ve bought your product or service doesn’t give them a chance to use it, let alone state any figures about how much betteryou’ve made things for them. It’s far better to capture someone talking genuinely about their experience, sometimes even talking about the things that weren’t quite right. After all, it’s not how you make the sale that makes your reputation it’s how you respond when things aren’t quite right.

          Onboarding
          A call between you, your client and your video agency will prove invaluable when it comes to the shoot itself. You’ll all get acquainted with each other and more importantly set the tone for the interview. You can give your client a heads up on the questions you might ask, describe the day and advise them of any special requirements.
          Does their site require protective clothing such as hardhats and steel toed boots or passport to enter secure areas?
          Are there specific times the camera team need to be in and out of an area to get the shot you want?
          Can your clients avoid close striped clothing to avoid moire on screen.

          Brackmills Sara Homer

          Same question, different answer
          Stats about ROI and percentages of improvement are the golden ticket for a case study. But they are elusive, clients often feel uncomfortable quoting a figure or just don’t know. Don’t push them too hard, move on to another subject and come back to it in another way later. For instance; if you ask someone to state a percentage of time they’ve saved on a specific task with your services they might struggle to give you an answer. If you come back later asking how much of a typical day they spent doing that task before and after using your product you may well get a different response, which can be converted into the percentage you wanted to quote in the first place.

          Be prepared
          It’s just as important for the people behind the camera to have some understanding of the industry, the client, the product or service and any special information before hand. The interviewer needs to understand the questions they are asking and crucially the answers they are being given. Another reason to have that pre shoot conference call.

          Have a process for the interview. Ensure you ask the basic stuff like name and job title, what they get involved with in their business. Why they like working there etc. Then ask them about what the company does, who are their major customers and what significant jobs have they done. Ask about their typical day, this is all about getting them comfortable behind the camera with questions they know the answers to. Then you can move on to the specific questions of why they were looking

          And let them talk, once they are comfortable people often tell you a lot more and unexpected anecdotes often tell the best stories.

          Let there be B-roll.
          For the finished edit you’ll want something slick and professional that captures interest and crucially keeps it going to the end (usually about one and a half to two minutes). Having a single shot of a person talking for that length of time expects a lot from the viewer so it's best to have two cameras shots running simultaneously.

          But it's also vital your camera crew has time to capture what’s known as B-roll. Shots of the environment, production lines, people using your products etc. This visual information keeps attention and also gives information to the viewer at the same time they are hearing the case study.

          So, now you know. Keep these 5 hints on how to get great interviews in mind when working with a video agency and good luck.

          Do you want to up your game with case study videos?
          Download our case study checklist below or contact us to talk about your requirements:
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