As you have undoubtedly garnered by now, there are a multitude of reasons to create videos that promote your company – and much like constructing a rocket or removing a brain tumor, producing your own marketing video can be relatively easy… if you know what you’re doing, that is. But for most folks, the decision comes down to hiring a professional video production company or going with a freelance-based cameraman or videographer. A quick Google search gives you all you needed to know, with plenty of choices between freelance videographers, video production companies, video marketing companies and video editors. With pricing all over the map, how do you decide what’s best for your needs? In order to make a calculated decision – even if it’s for a type of event video – you need to understand the differences between an independent (freelance) videographer and a professional video production company. Once you come to realize the specifics of each of these options, making an effective decision will become a no-brainer.
“Jack of all Trades, Master of None”: The Freelance Cameraman
Also known as freelance videographers, this option may appear to be a reasonable solution at first based on cost and an impressive portfolio – however, the quality of work is not guaranteed going down this road, since you don’t know exactly what services the freelancer is responsible for according to the work shown in their “reels.” In other words, let’s say you see a portion of a commercial in a freelancer’s reel that may impress you…the problem may be that he or she was the Production Assistant on the project, not the Director. Further, freelance videographers may not specialize in corporate or event video, and these areas may simply be ones they work in. Many times, these individuals are also working on websites, weddings, individual projects and independent films all at the same time, ultimately reducing the quality of their work by default.
From what we have seen, freelancers often start for all the wrong reasons: Mainly themselves. A common story we’ll hear from freelance cameramen we meet revolves around using a camera and “falling in love with it;” thus, they pursue a dream of becoming a self-sustaining artist doing what they love. And while these freelancers may focus on high-quality work, it’s often not to the benefit of customers….instead, they produce primarily for name recognition as they work to build their portfolio.
When it comes to event video, the situation becomes even more confounding. In a typical U.S. metropolitan area, there are tens of thousands of weddings per year. This makes the notion of wedding videography and wedding photography both a feasible freelance/hobbyist foray, as well as a serious-minded business niche. Search your local city and you’ll find hundreds, if not thousands, of video and photo freelancers for a single metropolitan region; however, the problem is that while freelancers may be good artists in the video realm, they often times aren’t the best businesspeople…and this leads to a whole slew of issues when offering a service.
The Benefits of Hiring a Professional Video Company
It’s an unfortunate fact that, since the wave of that last “economic turndown” some years ago, most people haven’t bounced back on their feet financially and that today’s economy is still kind of bleak. Given this, it’s not surprising to learn that people have been seeking alternate methods with regard to hiring help to complete various tasks – and this extends to the world of video production. In the interest of saving money, many people have become “do-it-yourselfers” in an attempt to minimize production costs for a project such as an event video, and while this could potentially aid in savings, an individual still has to put his or her TIME into it…something that is not easily returned, if at all.
Secondarily, the speed of the process is a factor that only comes with experience…preparation and production speed is what keeps a project on time and on budget. The video experts at Jax Videography know it is vital to understand and carry out the proper procedures of preparation before shooting. This procedure encompasses:
• Having a “shot list” prior to anyone even pressing a button to record.
• Understanding that a “shot list” is a compilation of shots that make up a video (essentially a “to do” list).
• Having a firm grasp on the aspect of time, wherein understanding that when there isn’t a large window for a shoot, it’s important to have the shot list as a reference.
• Maximizing the efficiency of a shoot while minimizing the amount of wasted minutes troubleshooting.
• Creating a plan that makes all the difference in getting the project done on time and on budget, whether it is addressing an actor having difficulties with his or her lines, camera positioning, lighting or weather conditions.
We’ve all seen our fair share of poorly-made corporate and event videos: The bad lighting, the unstable volume levels, the way in which it makes one’s eyes glaze over…the fact of the matter is poorly-made videos can result in viewers losing interest, while professionally-made videos have the power to attract new customers and even go viral.
Good, professional production companies – like Jax Videography – will know exactly what resources you will require, including the right cameras, lighting and sound, music, stock footage and editing software in order to produce the video of your dreams. Additionally, the right video production company has access to the necessary equipment and resources you’ll need to achieve your desired result.
And when you have that video you can ultimately be proud of, consider showcasing it through an email marketing campaign, on your company website, and more.