3 Steps for Choosing the Right Video Production Partner
by Alonso Mayo | FLUID Partner
Do you need a video production partner for a video or a series of videos for your B2B or B2C business or nonprofit organization? Should you use your in-house marketing team or hire a freelancer, a video production company, or an agency? There are many options, but selecting the “right” partner is imperative to reach your project’s potential. In this guide, we’ll outline the video production landscape and help you navigate the process of finding the right partner for your project.
For this guide, we're assuming:
You've already decided what type of video you need (for example, a brand introduction video, video ads, customer stories, case studies, a branded series, etc.). You can also read our guide: How to Use Video in the 4 Stages of a Marketing Funnel.
You've already asked yourself some basic questions about your video project and your brand (What is your brand identity? What is the story you want to tell? Who is the target audience? What is the call to action? What is your budget range and timeline?). You can also read our guide: 5 Questions to Consider Before Making a Brand Video.
These are the three steps in the video production partner search and selection process that we will outline:
Identifying the right type of video production partner for your project (your in-house marketing team, a freelancer, a video production company, or an agency)
What to prepare before reaching out to possible candidates (basic project details and building a RFP)
Navigating the selection process (initial search, pre-qualifying candidates, contacting top choices, reviewing quotes and proposals, and signing a contract)
We will mainly focus on our experience with documentary-style brand content, although these steps are equally relevant for all types of projects, including fiction-style commercials or video ads.
Alright! Let’s get to it.
1. Identifying the right type of video production partner for your project
First, let's lay out your options:
Do it yourself or use your in-house marketing team
Hire a freelancer
Hire a video production company
Hire an agency
Every option has distinct advantages and limitations, and the choice is usually tied to a mix of project needs, budget, and specialized know-how. There is no one-size-fits-all solution.
Let's tackle the first option: doing it yourself or using your in-house marketing team. Or put another way…
1.1. Do you really need professionally-produced video?
The tools for making quality videos have become accessible to anyone, and because of social media, we have all become expert content creators. Not only that, but many organizations have in-house marketing teams regularly releasing content that previously had to be outsourced.
So what is the value, today, of external video production partners? Production quality? Yes, of course. They usually have access to the latest and greatest professional cameras, audio equipment, and production and post-production tools. But, honestly, any modern photo camera you may have at home or that your in-house marketing team uses, along with entry-level audio and post-production tools, will yield impressive quality.
The real value is know-how. Effective video production partners are expert strategists, storytellers, content producers, filmmakers, and marketers who know how to tell an engaging story that connects with audiences and, of course, make it look great. That said, every video project doesn't need to be professionally produced.
When should you consider doing it yourself or letting your in-house marketing team handle it?
Storytelling: If a project has little storytelling needs, like simple product demos, tutorials, or testimonials.
Shelf life: If a project has a limited lifespan, like a social media video that is time-sensitive.
Production quality: If having the video shot on a mobile phone or an entry-level camera is exactly the style you're going for because it comes directly from you, or if you believe that the quality that your marketing team can produce is more than enough for the particular project.
Distribution: If you only plan on releasing the video to your current audience and are confident that you or your in-house marketing team can handle distribution efforts, including paid promotions, if necessary.
Budget: If you have no budget set aside to hire an external video production partner.
When should you consider hiring an external video production partner?
Storytelling: If a project requires crafting a story, be it simple or complex, documentary-style or fiction, and understanding character-building, structure, tone, and style.
Shelf life: If a project will have a long lifespan, like videos that will live on your website or social media channels or that you plan on showing for years to come.
Production quality: If you want your video to look and feel professional.
Distribution: If you would like to grow your existing audience or reach a new one, and if you need help with distribution efforts like paid promotions or ad campaigns.
Budget: If you have a budget set aside for hiring an external video production partner and for paid promotions, if necessary.
Additionally, there is the question of perspective. A fresh look into your organization and your products or services can often yield powerful insights, even if you have an in-house marketing team with strong video capabilities. Bringing in outside help can elevate your initial idea into something unique you would have never imagined or have been able to produce otherwise.
At the end of the day, you need to decide if you or your team have the experience and know-how to handle the project from initial strategy to creative development, production, post-production, and distribution or if you need to bring in professionals.
Let's talk about those professionals.
1.2. Freelancers
Video freelancers are specialists with varying skill levels who work on a per-project basis for different clients, whether directly with a B2B or B2C business or non-profit organization or with video production companies or agencies. Video freelancers comprise a wide gamut of specializations, for example, producers, directors, production assistants, camera operators, cinematographers, production sound recordists, editors, VFX artists, animators, colorists, sound mixers, composers, and many more.
But usually, if you’re looking for a freelancer for your brand video project, you’re looking at two specific types of freelancers: videographers and editors.
A videographer is a “one-man band” freelancer who can cover all basic camera, audio, and lighting needs. They usually work alone, but sometimes they collaborate with a second videographer or an assistant, depending on the project's complexity, like on multi-camera shoots.
An editor is a freelancer who can take care of all post-production needs for a project, including editing, as well as simple sound mixing and color correction.
There are many videographers with strong editing skills, so you might be able to find a single freelancer who is “the whole package” and can cover all your video production needs for simple projects. However, since freelancers are specialists, even capable freelancers who shoot and edit won’t have strategy, creative, or distribution skills. Additionally, their capabilities might not be uniform across the board. For example, some videographers lack strong audio skills, some are better shooters than editors, and many videographers are more technicians than storytellers.
Using a capable videographer who edits, or a combination of a videographer and an editor, can be an excellent option for simple projects if you or your in-house team are ready to pick up the slack on all the other areas outside their competence.
When should you consider hiring a freelancer?
Storytelling: If a project has minimum storytelling needs, if the visuals are what's most important, or if you are confident that you or your in-house marketing team can handle the strategy and creative development yourself. Examples of projects include simple testimonials, interviews, product demos, tutorials, or event coverage and recaps.
Production quality: If you want a higher production value than what you or your in-house marketing team can offer.
Distribution: If you are confident that you or your in-house marketing team can handle distribution, including paid promotion efforts, if necessary.
Budget: If you have between $1,500 to $5,000+ budgeted for an end-to-end video project, not including paid promotions.
1.3. Video Production Companies
Video production companies are companies that specialize in creating video content. Simple enough, right? Well, not really, since there are many types of video production companies. There are small production companies that only cater to local clients, "on-demand" companies that offer standardized services, specialized production companies that focus on events or live streaming, boutique creative production companies with regional or international reach, and "hybrid" production companies, also called video production agencies, that take on many of the qualities of a video marketing agency.
What separates video production companies from freelancers is that they comprise a team of filmmaking professionals with end-to-end production and post-production capabilities. Additionally, many video production companies also have strong storytelling skills, with creative producers and writer/directors as part of their core team. As such, they can help you strategize and handle creative development, as well as execute a project.
And since video production companies work with many different clients and types of projects, they are well-versed in the production process and should quickly adapt to the needs of your particular project. Video production companies regularly collaborate with freelancers and companies specializing in post-production niches like visual effects, animation, sound mixing, music, and color correction, so, depending on your budget, you could achieve the highest production quality.
In short, a capable video production company should be able to guide you through the whole creative and production process and elevate your initial idea into a finished, quality video project that resonates with your audience.
The one area where many video production companies fall short is distribution, as, traditionally, a video production company's role ended at project delivery. This is starting to change as many production companies are incorporating marketing skills, and there is a rise in "hybrid" video production companies or video production agencies.
When should you consider working with a video production company?
Storytelling: If a project has storytelling needs, simple or complex, and could benefit from professional creatives with a filmmaking focus. Examples of projects include brand films, case studies, customer stories, profiles, product videos, branded series, documentaries, or more complex product demos and tutorials.
Production quality: If you want professional production value.
Distribution: If you are confident that you or your in-house marketing team can handle distribution and paid promotion efforts. Unless, of course, you choose a "hybrid" production company or video production agency that has distribution capabilities.
Budget: If you have between $5,000 to $50,000+ budgeted for an end-to-end video project, not including paid promotions.
1.4. Agencies
An “agency” is a broad term for a company that offers an assortment of strategy, design, marketing, and advertising services. Some are large companies with offices in many countries that provide multiple services, while some are boutique firms specializing in different niches like branding, digital platforms, interactive design, or content production.
While an “ad agency” would be who you go to for a large-scale print, digital and TV-ad campaign, a “creative agency” would be who you go to for general marketing and creative services, including video, and a “video marketing agency” would be who you go to just for video.
One way to understand the difference between video production companies and agencies is to consider who makes up their teams. While a video production company is usually a team of filmmakers who focus on marketing videos, an agency is usually a team of marketers who focus on video, as well as other areas. A creative agency or a video marketing agency will usually have a staff made up of account executives, creative directors, copywriters, and a range of advertising specialists.
While some agencies have in-house video production teams, many work with outside video production companies, but you, as a client, would mainly interact with the agency, collaborating closely on all creative choices along the way. The agency would be directly in charge of strategy and creative development, oversee the production and post-production process with the video production company, and then spearhead paid promotion efforts.
Creative agencies are a great option if you need a one-stop shop for all your marketing needs, and video marketing agencies are a great option for video ad campaigns. The downside of working with an agency is that they might not be the most cost-effective choice for many types of video projects.
When should you consider working with an agency?
Storytelling: If a project has strong storytelling needs and could benefit from professional creatives with a marketing focus. Examples of projects include commercials, video ads, branded series, and other video campaigns.
Production quality: If you want professional production value.
Distribution: If you need a partner that excels in marketing, including paid promotions like ad campaigns.
Budget: If you have between $50,000 to $250,000+ budgeted for an end-to-end video project, including paid promotions.
2. What to prepare before reaching out to possible candidates
Okay, so you’ve identified the best type of video production partner for your project. Now what? Before you begin researching and contacting possible partners, you need to outline the basic details of your project so you’re ready to share them with future candidates. What details you need to include will depend on the type of project you’re making, but the most basic project details you always need to include are:
Project description, including what type of video you want to make and some key elements, objectives, and a basic storyline, if applicable.
Project shooting location(s), if they are already locked in. Usually, knowing the city is enough.
Project shooting dates, if they are already locked in. For example, if you already know the dates because the project revolves around a time-specific event.
Final project length.
Project deliverable assets. For example, if you already know you will need the video in different formats, or if you also need photography.
Project timeline, with any hard deadlines. For example, if you have a product launch date.
Project references, including links to similar video projects that you like.
Project budget, including a set amount if you have one, or a budget range, including a low and a high number you want to stay in between.
Many clients hesitate to share their budget, fearing they will not get the best deal from their providers. In general, we always suggest sharing your realistic budget range, but we will outline some reasons why you may or may not want to share your budget:
Why should you share your budget range?
Sharing your budget range will give video production providers a true sense of your project's scope and let them prepare a quote or proposal that is better suited to your project's needs. Generally, this will save you and your video production partner valuable time.
By not sharing your budget range, you might turn off some established video production providers or lead them to make creative and production choices in their quotes or proposals that are unrealistic for your true budget.
Finally, most video providers really want your business, so they will probably do their best to stay inside your budget range and give you the most “bang for your buck” that they can, knowing that you will most likely be reaching out to multiple candidates.
Why should you not share your budget range?
Sometimes, you just don't know what video production costs are. In this case, asking for a few quotes might help you get a better sense of costs. But because there are so many variables involved in video production, like, for example, crew size, type of gear used, complexity of post-production, be prepared to get a wide range of quotes, especially if the project is complex and has strong creative elements.
Sometimes, you are looking for the lowest bidder. This may work if you pre-select video providers you know can deliver the quality or creativity you are looking for, but if you don't pre-select providers, you may actually end up with the lowest bidder and the corresponding lowest production quality and creativity.
Now that you have outlined your basic project details, you are ready for the next step, which is deciding if you would like to ask for a quote or a proposal from your video production partner candidates. Which one you choose will depend on the complexity and creativity required for your project. We will divide projects into two types: simple and standardized projects, and complex and creative projects. While most types of video projects could potentially fall into either category, this division is based on your project expectations regarding quality, creativity, cost, and turn-around time.
Simple and standardized projects. These types of projects usually only have minimal storytelling needs that require few creative choices and could be considered “standardized” to other projects of a similar kind, as well as usually requiring fast turnaround times. Examples of projects of this type include testimonials, interviews, and event recaps, as well as simple profiles, case studies, product demos, and tutorials.
Because of their lack of complexity, if you pre-select your candidates and know they can deliver the quality you are going after, you should be fine with just sharing your previously outlined basic project details and asking for a quote.
Complex and creative projects. These types of projects usually have strong storytelling needs that will require many creative choices and, as such, will comprise a more extended collaboration between you and your video production partner. Examples of projects of this type include video ads and commercials, brand films, product films, documentaries, branded series, and other video series or campaigns, including multiple customer stories, profiles, case studies, product demos, and tutorials.
Because of their complexity, the level of creativity required, the higher investment, and the extended collaboration that these types of projects may demand, you will probably want to be more thorough in your selection process and, as such, be more thorough in your preparation. Additionally, with these types of projects, you may be more interested in hearing creative pitches from your candidates, where they outline many of the creative choices that they suggest, as well as their plan to implement them, and, of course, provide a quote, all in the form of a proposal.
As a client, you have a few choices if you would like to receive proposals from candidates, depending on the level of formality required by your organization. For example, if you are a small to medium-sized business and there aren’t a lot of hoops to go through in the decision-making process, you might just do your due diligence by pre-qualifying candidates, sharing your basic project details, asking for a quote, and then requesting a meeting to discuss the project and to hear creative suggestions. This could be regarded as an informal proposal. But, especially if multiple stakeholders are involved in the decision-making process, you could also ask your candidates for a formal proposal.
One thing to keep in mind is that, from the video provider’s point of view, putting together a quality proposal is quite a lot of work. Some providers even flat-out refuse to do any creative work before there is a formal agreement with the client. At the end of the day, it will be your decision regarding what you need from candidates to help you make a decision. Is it just a quote? Is it a quote along with a meeting and an informal proposal? Or is it receiving a formal proposal?
For many larger businesses and non-profits, as well as most governmental entities, a formal proposal is mandatory. You would first create a Request for Proposal document or RFP. You would then share the RFP with your pre-selected candidates, or if you are a governmental or non-profit entity that requires transparency in contract bidding, you would make your RFP publicly available. RFPs can vary in complexity, usually determined by your organization’s requirements and project needs, but, in general, a video project RFP should include the following details:
A company or organization summary, including all key information relevant to the project.
An in-depth project outline, including:
Project summary.
Project goals and objectives.
Target audience.
Project length.
Shooting locations, if they are locked in.
Project timeline, including shooting dates if they are locked in, and a project deadline.
Distribution plan, including specific distribution channels and paid ad campaigns.
Deliverable assets.
Budget range.
A creative brief describing what kind of pitches you are looking for, and including any ideas you already know you want to incorporate regarding storytelling, characters/subjects, tone, and style, as well as:
An outline or a script, if you’ve already developed one with your marketing team.
References of other projects with a similar style as what you’re looking for.
The deadline for submitting proposals.
The contact person for the project, including contact information, if a candidate has questions regarding the RFP.
Additionally, some other details you might consider adding include:
The primary qualifications and/or skills you are looking for in candidates, especially if you have not pre-qualified candidates.
How many candidates have you pre-selected to send RFPs to? It may make a difference for a boutique company to know if they’re part of only a few pre-selected candidates, or if the RFP has gone out to dozens of candidates, or if it has been made public.
What are your selection criteria? For example, if you prioritize experience, creativity, production quality, speed, or the quote itself, or if it’s a mix of all or some of them.
Any specific information about how you want the proposals to be submitted, including proposal length and formatting.
Any other key requirements that your organization may have, including any legal requirements.
Of course, not every project requires a long, detailed RFP, especially if you are a smaller organization and/or if you will be spending a lot of time pre-qualifying your candidates. The idea is just to give as much project information as necessary for the candidate to give you an accurate proposal of what they could do if they took on your project.
3. Navigating the selection process
Once you've decided what type of video production partner fits best with the needs of your organization, and you’ve outlined your basic project details, or created a RFP, you’re ready to search for the right partner. But how do you go about this?
Step 1: Initial search
First, you need to identify an initial list of possible partners. Here are some recommendations:
Ask your trusted professional network for recommendations.
Search the web to find local providers if you are looking for freelancers, or if you are looking for video production companies or agencies, search for providers that specialize in the type of video you want to make, many of which service broad regions.
Use professional service directories that provide lists and verified reviews of video production providers. For freelancers, you might consider directories like Glimmer, Upwork, or Indiedoers. For video production companies and agencies, you might consider B2B directories like Clutch, Sortlist, or Digital Agency Network.
Step 2: Pre-qualify your candidates
Once you have an initial list of possible video production partner candidates, the next step is to evaluate their work and ensure their skills match your project's requirements. Here are some recommendations:
Visit their website and check out their work. Some might have "reels" made up of short clips of their best work, while others provide portfolios with full video projects. It's helpful to concentrate on watching full projects similar to your own project to get a sense of what a finished video might look like.
Ask yourself some questions after you view their work:
Did their work speak to you?
Did you feel their stories were well told?
Did you enjoy the visual style they created?
Did their production quality match the expectations for your own project?
Are there any areas of their work that you thought were subpar?
If you plan on using their marketing and distribution expertise, check out their clients' social media feeds to see how previous projects performed.
Step 3: Contact your top choices
Once you've pre-qualified your candidates and created your shortlist of top choices, ideally 3 to 5 candidates, it's time to make initial contact. For simple and standardized projects, you should send the basic project details and ask for a quote. For complex and creative projects, you should either send your basic project details and ask for an informal proposal meeting or send your RFP and ask for a formal proposal.
It’s usually a good idea to schedule an initial phone call with your top choices. In fact, most video production providers will probably request a phone call after they receive a request, as it’s always good to be in sync regarding what you want from the project, and you’ll also get a chance to get to know each other better.
This is the time to ask some questions like:
What is their process and workflow?
Who would be the main point of contact?
Do they offer all of the required services?
Of course, they'll also have their own questions in order to build a quote or proposal (formal or not) for your consideration. Pay attention to the level of detail in their questions to get a sense that they truly want to understand your organization and your project needs.
Step 4: Review quotes or proposals
Once your video production partner candidates submit their quotes or proposals, it’s time to review your options.
For simple and standardized projects, the process should be fairly easy. If you did your due diligence by pre-qualified your candidates and sharing your basic project details, you should be ready to make an ordered list of your top choices, both based on their quotes and the level of quality you think they can provide.
For complex and creative projects, the process will be slightly more involved since you need to review your candidates’ proposals. Creative proposals usually include the following components:
A description of the video production partner’s organization, including relevant experience.
A summary of their general creative “pitch” on the video project.
Depending on the project, they may include an outline or a script with a clear structure and touching on all key moments.
A description of the tone and style of the video, sometimes including reference images or video links.
A description of the production process with a timeline for each stage.
A quote.
It's important to note that proposals are initial creative, production, and budget suggestions. They represent the video production partner's first attempt to satisfy your project's needs. Still, they should give you a good idea of their storytelling and production expertise.
Ask yourself some questions after you review their proposals:
Do you think they understood your organization’s brand?
Do you think they understood your project goals?
How close does their creative pitch come to what you had imagined for your project? Does it elevate your project?
Does their production approach and timeline seem realistic?
Did they stay within your budget range? If not, do you think any deviations were necessary?
After reviewing all proposals, you should request a phone call or meeting with your top candidates to go over their proposals. This is also the time to bring in other stakeholders from your organization who must approve the decision. In this proposal review meeting, don’t hold back from discussing any creative or production choices that you felt didn’t align entirely with your project.
Ask yourself some questions after the proposal review meeting:
Can you see yourself collaborating with this candidate? Would you enjoy the collaboration?
How did they respond to any feedback? Were they open or close-minded?
Do you feel confident in putting your project in their hands?
Step 5: Make a decision and sign a contract
Once you have chosen your video production partner, you should finalize your decision by signing a contract. Some providers use a "production services agreement" contract, while others use a "terms and conditions" section as part of the proposal approval process. Regardless of the type of contract, pay attention to the details. A contract is a protection mechanism for both sides and helps to formalize the project.
A contract should, at the very least, include the following points:
A description of the project, including all technical requirements and deliverables.
A production timeline, including stages for client feedback.
A detailed project quote, including the payment schedule.
A description of project management, including main points of contact from both sides that need to be included in all project communications.
A client materials confidentiality policy.
An explanation of how shoot cancellations, project delays, changes in project description/scope, and any possible overages are handled.
A description of footage ownership.
That's it! If you want insights into the next step of your journey, the production process, we recommend you read our guide: An In-Depth Guide to the 6 Stages of Brand Video Production.
We hope this guide has been helpful and wish you the best of luck on your video production journey. If your organization ever needs a boutique video production agency specializing in documentary-style brand content, please check out our work, view our services and process, and contact us.
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