There is an abundance of choice when it comes to finding a video producer for your business’ marketing needs. So what should you ask prospective video producers – other than how much?

1. What qualifications do you have?
Don’t be afraid to ask this question, it’s always good to know a bit about the background of the people you’re working with. You can do everything from a 2-day short course, through to a Bachelor Degree in film and digital video. Seek out someone who is competent and correctly skilled for the job that you’re looking to complete. An easy way to ask this question is to inquire into the background of the person you’re dealing with and ask them about how they got into the industry.

2. Do you have any experience in working with my industry?
Having a video producer that is used to working in your industry and with businesses your size will really help kick start the relationship. It’s not so much about the knowledge they have of your products or services, but rather how well they understand the relationships you have – or wish to create – with your customers. It might not sound important but the more a video producer understands your business and your clients, the better results you will get.

3. Who do you collaborate with?
This question is not as common as I think it should be. More than just pressing a button and capturing image, video production is a creative industry. For every collaboration the video producer has with other creative companies such as digital agencies, web designers, graphic designers and commercial photographers, the more inspiration and professional contacts your video producer will have. The more collaborations, the greater the chance that you get a great result that will help promote your business and services in a visually engaging way.

4. Can you show me a relevant piece of work or case study?
The proof is in the production so don’t hesitate asking to have a look at a few pieces of work that the studio has produced. The best way to view your video producer’s past work is to see it in context. For example, if the video is supposed to be on a website, look at the website instead of through a video channel like YouTube. Also, if you find a video that resembles what you’d like to do, you will be able to probe the video producer about the successes and failures of that campaign. Get as much insight as you can!

5. So how does it all work? (A softer inquiry into pricing)
It happens that I get the “How much?” question before the client and I have even spoken about the details. “I want a two minute video for my website, how much am I looking at?” If that’s the first question I get from a potential client alarm bells start going off. Although cost is an important aspect, talking through the details and allowing the video producer to understand what is involved is the way to start. (It saves those awkward conversations half way through a project where the scope has changed and a price adjustment needs to be made.)

So how much should a 2 minute video for a website cost? Well, that depends. How long will the shoot take? How much editing is involved? Does the shoot require special equipment? These are just the logistical factors. You then need to look at the quality of work the studio produces – the possible variations of these factors explain why you can get quotes varying from $500 to $5000. Always start by asking yourself what quality you want and then discuss the price.