Hiring: Videographer vs. Video Production Company
So you’ve decided that you want to reach your audience with video. One big decision you’ll need to make is whether to hire a videographer or a video production company. Videographers are generalists. A good videographer can do everything from filming to basic lighting, to sound engineering. She probably does a bit of video editing. Your organization may even have a videographer on staff.
In contrast to a generalist videographer, video production companies provide teams of specialists. These specialists significantly increase the possibilities for your video in terms of scope, complexity and quality. If needed, production houses can provide project management, casting, line production, storyboarding, writing, film crews of various sizes, editing, animation and motion graphics, sound design and coloring. Elements that take production values to the next level like multiple locations, experienced on screen talent, multiple cameras and a cinematic aesthetic generally require a production company.
Below is a list of things to consider when deciding on the scope of your project and whether to hire a videographer vs. video production company.
**Full disclosure. I am a founding partner at Enlight Media, a video production company. I was also Global Head of Creative at a large education company and tasked with making these kinds of decisions regularly.
Budget
What can you realistically spend? Both videographers and video production companies can help you accomplish your goals across a range of price points. Starting with a shared understanding of your budget will make the creative process more efficient.
Time Frame
When do you need your video? For any number of reasons clients often need the finished video ASAP. If you find yourself in a rush, you may need to leverage as much expertise as possible to avoid mistakes that will adversely affect the production timeline or video quality. With that said, rush jobs can cost up to three times more than projects executed on a typical production schedule. When it comes to speed, quality and savings, you can only have two at once.
Audience
Who’s going to be watching? The expectations of internal audiences can be much different than customers and potential customers. Your employees and colleagues get that videos you make for them are meant to efficiently convey important information. To engage the market, you’re going to have to wow them.
Internal resources
What can you bring to the table? Your organization may be able to provide some of the people and infrastructure that can offset the costs of video production, e.g., internal writers, designers, project managers and videographers. Many organizations also have soundstages or conference rooms on site that can be used as filming locations.
Intended placement of your video
Where will your audience find your video? Platforms like YouTube will serve your video up alongside a wide variety of video content. If your video will appear alongside high value productions, it’s more important than ever to stand out.
Video standards in your industry/market
What are your competitors producing? What do your customers expect? 86% of companies use video to help their messaging resonate with their customers. The question is no longer “Do you have a video?,” but “How good is your video?” Standards for script writing, on-screen talent and visual production values are only going to go up.
Your brand identity and voice
Is your brand built on high standards, innovation, or attention to detail? Is storytelling a major component of your brand voice? Achieving consistency between your brand promise and videos is essential. Working with a video team that gets marketing and branding can help you elevate your brand.
Here is a handy table summarizing when to use a videographer vs. a video production company.
I hope you’ve found this discussion informative and helpful. We’d love to hear what you’re working on and to see if we can help.
Patrice Lumumba Jones
Chief Creative Officer
hello@enlightmedia.net