Getting started with video: the 5 key factors to consider
More and more companies across the advanced manufacturing sectors are discovering the power of video to help them raise awareness of their products and services, win the attention of customers and drive sales.
Despite this, there is still a significant percentage of manufacturers and engineers who have yet to start producing videos. This is often due to lack of time, knowledge and resources, and sometimes by simply not knowing where to start.
So, if you know that you should be making better use of video, but are unsure where to start, this blog post is for you.
1. What do you want to say?
Video may have the power to excite, delight, educate and inform, but ultimately it is simply another form of communication; and just like every other form of communication it will only be effective if you have a clear idea of what you want to say.
The most effective communication is generally simple, short and to the point. Compelling video is no different. So, ideally, focus on just one or two key points or ideas. If you need to communicate a complex subject, then break it down into its components parts and use a short video to explain each one.
2. Who do you want to talk to?
For most companies, their audience will be customers and prospects; it may also include future employees or distributors. In each case, keep your audience firmly in mind when you start planning and producing your video – you should be talking about how you can help them meet their challenges, or why your business is an exemplary employer or distribution partner.
If your video is intended to promote a product or service, bear in mind that for most business purchases there may a number of decision makers and specifiers (engineering, production, quality, maintenance and procurement). Each will have their own – often different – motivations for choosing your company, so consider producing several versions of the same communication; for example, a technical version for engineers and a commercial version for finance or procurement.
3. Decide on a budget
Video production costs can vary widely, from an in-house video clip shot on a smartphone to a major multi-crew corporate film. In reality, most videos produced for advanced manufacturing companies cost between £1,500 and £5,000.
Having a realistic idea of what you can afford to spend, together with an outline brief of what you want to say and to which audience, will allow a video production specialist such as Oskie Films to give you an exact estimate of cost.
If you know that you want to produce a series of videos over a period of time, then let your video production company know. At Oskie Films, for example, we’re always happy to discuss a competitive budget for a planned series of videos; once the plan is signed off, we can then handle all the project management, scheduling and production for you – it’s a highly effective, stress-free approach that lets you concentrate on other priorities.
4. Choose your video production partner with care
Carry out a Google search for ‘video production company’ and, if you didn’t know already, you’ll find there are literally hundreds to choose from. Most, however, will be what we would call generalists – they’ll shoot anything and everything. Few, like ourselves, specialise in the advanced manufacturing and technical sectors.
This is an important point. Because we specialise in your sector, we have the knowledge and experience to understand your business, technologies and market, and will be able to deliver compelling video quickly, efficiently and on-message.
5. Is video the right medium?
Finally, having decided what you want to say, who you want to say it to, and talked to a few video production companies, you need to be sure that video is the best medium to get your message across.
Before starting on your video journey, take a step back and sanity-check your decision. Would another method – written, graphic or podcast – achieve the same or better results?
Given the influence that video can have, then the chances are that it will offer the best solution, or be a key part of an integrated package of communications tools that can be delivered via multiple channels – web site, social media, exhibitions, trade media etc.
Your next steps
If you have an idea that you’d like to transform into a compelling video, or would simply like to know more about the factors to consider, then give us a call. We’ve been producing videos for advanced manufacturing and engineering companies for many years and know how to use video to help them inspire their customers, drive growth and build competitive advantage. We can do the same for you.