A video can convey a message to its audience in less than 60 seconds. The combination of images, sounds, expressions and actions impacts people more strongly than text and static images. Corporate videos are becoming a popular choice for communicating information to internal employees and the external world.

How can your business use videos?

Organizations are using corporate videos for a number of activities such as:

• educating new recruits
• providing product demos to customers and sales personnel
• training employees on job safety and contingencies
• introducing customers to company services
• promoting products and services
• broadcasting customer testimonials
• broadcasting CEO address across multiple geographies
• including videos in PDF brochures, web posts
• supplementing internet marketing
• sharing information with stockholders

What services do video production companies provide?

A video production company works with you to identify your target audience and the expectations from the video. Services offered by a video production company can include:

• stage facilities and sublet space
• owned or leased equipment and camera gear
• location reconnaissance
• teleprompters
• developing storyboards
• copywriting and scriptwriting
• editing and duplication
• digital design expertise
• assistance in purchasing stock footage
• connecting you with voice-over and freelance acting talent

How does video production work?

There are three stages in video production – planning or pre-production, shooting or filming and post-production. Filming is the quickest, while the pre and post production stages typically take a few weeks.

Planning is the most important phase of video production. The more time and effort is put into planning, lesser is the cost and time spent on finalizing the video. You can share your creative ideas with the production unit or they can provide you with options. Storyboards are created at this juncture to visualize the flow of the video. Auditions are conducted to select talent for the video.

Shooting is the actual filming of the video. Depending on the complexity of the video, you may need two or more cameraperson, grip, director, producer, prompter and script manager.

Post production is the fitting together of the final video. Stock footages, graphics, animations are inserted and footage is edited to produce the video in the required format. Making changes at this point are costly and time-consuming, which is why planning is crucial.

The video format also influences the time and cost that goes into developing the video. Streaming flash video is a popular format, but expensive. Other formats are DVD, CD, streaming video or YouTube broadcast.

What to look for in a video production company?

Before deciding on a video production company, find out the following:

• What are the services provided?
• How many clients does the production company have?
• Can the company give adequate time to your project?
• What are the timelines for project completion?
• Ask for references
• View demos on the company's website
• Has the company received awards or recognition?
• What is the cost of the services?

How much does a video production cost?

You must compare quotes from at least six video production companies. Giving them an inkling of your budget is a good idea as video production is pricey, and this way companies can work out a quote that suits you. Production companies will mix and match, and utilize resources within your budgetary limits for the best effect.

Short videos cost around $900-$1200 per minute of video, while longer videos cost less. Training and marketing videos can be quite costly, ranging from $30000 to $70000. Some factors that influence the cost of video production are:

• shoot location
• video length
• already available script
• need for freelance actors and voice-over
• camera angles
• need for graphics or animation

What can you do to control the costs of video production?

You can control the cost of video productions to some extent by following these tips:

• Maximize the time spent on planning to avoid later edits.
• Prepare a script that works for your target audience and keep it ready before filming.
• Use filming techniques that are effective but do not go overboard. For example, multi-camera shots make the video more appealing but are costly.
• Stock footage is 20-50 percent cheaper than original filming. Use it where possible.

Supplement your creativity and innovation with the skills of a video production company to develop effective videos.