so you would like a video…

10 Questions to Help You Prepare for Your First Meeting With a Video Production Agency

So you want to make a video. Maybe you need to grow your customer base or rebrand your company. Maybe your charity is doing outstanding work and you want the world to know. Maybe your organisation’s work culture needs an improvement.

Whatever the case, a video – be it a social media campaign or a corporate explainer video – can help you get your message across clearly and effectively. But how do you get it right?

Casting brilliant actors and experimenting with various styles of animation and filming can be exciting, but to achieve the expected results, you’ll need to start with a foolproof plan.

Here’s a list of 10 questions to help you get ready for production.

If you choose a professional video production agency such as Catch Creative, these are the things you should consider before your first meeting, as they are crucial for the success of your video.

1. Why are you making the video?

In a world where people spend an average of 19 hours per week watching online videos, you might want to jump on the bandwagon and produce as much screen content as possible.

Before you do that, ask yourself, ‘What is my goal? Why am I making this video, and why now? Is it part of my company’s long-term marketing strategy or am I addressing a specific issue?

Social Enterprise UK, for instance, came to us in 2019 with a very clear goal in mind: change the perception of social enterprises across the UK. The video we produced for them was a part of their long-term marketing strategy and it was essential for them to get visibility – which they achieved by involving big TV names like Michael Sheen and Chris Addison.

Having a specific objective for your video will steer you towards the most suitable choices for every aspect of production, including casting.

2. Who is your target audience?

Your audience is possibly the most important factor when you’re planning a video. They are the ones you want to reach, and they will be the ones to determine whether your video is successful or not.

Who are you speaking to? Are they your employees? Are they young working professionals? Are they part of a specific category – engineers, for example?

Knowing your audience will influence the length, style and platform of your video, among other things. If you want to convince young Londoners to try your dating app, like Bare Dating did when we worked with them in 2019, you’ll want your video to look original, sleek, and of course, sexy.

3. What is your message?

It’s paramount that your video has one or two key messages – no more than that.

Next time you see that advert you can’t seem to get out of your head (who can forget MacDonald’s ‘I’m loving it’?), notice how it is trying to convince you of one main thing. Usually, it’s why their product is the best, but maybe yours is why your charity is actually making a difference.

In our collaboration with Coca-Cola and the WWF, we helped raise awareness about the effects of climate change on the Arctic, home to the polar bear. The message of the video was very clear: ‘it’s time to act’.

When you know what you want to say, you’ll see there are many ways to go about it. Which brings us to the next question…

4. What’s the mood of your video?

The mood of your video will be greatly influenced by your target audience. If you’re addressing young influencers, you will want something cool, edgy, and humorous. If you’re raising awareness about a social or environmental issue, the tone might need to be more poignant.

Think about what your message is and who you’re speaking to, then choose an angle. Going back to SEUK, for example, they needed to reach a broad and varied audience. They asked for the help of great actors who are also comedic talents. The video ended up being quirky and funny, and enjoyable by virtually anyone.

Do you want your audience to laugh? Or do you want them to think? Are they people who are going to be engaged by a moving, emotional campaign or by a short, humorous sketch?

5. What channels will you use?

If you’re into social media marketing, you will already know this: not all video content is suitable for all platforms and channels. While YouTube prioritises long videos in the format of vlogs, you won’t go anywhere with something like that on TikTok.

The same applies to your video. Is it going to be watched exclusively by your employees, or are you planning to have it broadcast on TV? Are you thinking about a social media marketing campaign?

The type of channel will influence the length, style and tone of the video.  In 2019, we helped the British Science Association create a campaign that would be sent out to schools to encourage them to apply for the BSA grant. Notice that the video is short but informative and easy to follow.

6. What’s the style of your video?

This one can be quite tricky, especially if you don’t have much experience with video production. At Catch Creative, we can help you to choose between film and animation, and for animation, between 2D, 3D and infographics.

If you don’t know where to start, look at what other companies or charities like yours have done. Go on their websites or YouTube channels and get an idea of some of the styles out there. Alternatively, take a look at the selection of our work here.

We will always ask you for examples of videos that you like so you get exactly what you want.

7. What’s your timeline?

If your company is launching a new product and you want to market it with a video, you might have a tight schedule. On the other hand, if you’re rebranding or increasing the visibility of your charity, you may have more time.

Know your timeline. If you only have a few weeks, the project might need to be more compact and easier to produce.

8. What’s your budget?

It would be nice to have all the money in the world, but we all know that’s rarely a reality. Video production for your company is definitely a good investment, but what you can achieve will vary based on your budget.

When it comes to choosing a style, length and type of video (animation or film), think about your budget. A production company can then help you visualise what options are available to you on that budget. And always remember, the stronger your planning, the better the video will be, regardless of budget.

9. Can you write an outline?

When you have answered all of the questions above, it’s time for some work. If your message, target audience and tone are clear, you’re ready to write an outline.

The outline is a rough summary of what the voice-over or the characters in your video will say. If you have a strong idea of your message you could even get to a first draft of the script itself! Just make sure you have answered questions 1-8 and the script will basically write itself. And remember: one key message.

When you come to us with an outline, our scriptwriter will help you optimise it for your audience and goals.

10. How will you measure your success?

KPIs (or Key Performance Indicators) are essential for monitoring a return on your investment. You are paying to have this video made, so how will you know if it’s a success?

Think back to your goal, set yourself a reasonable target and make sure it’s measurable. For instance, it might be an increase in sales or customers.

Following the British Science Association’s film release, which I referenced above, they saw a huge upturn in the number of schools taking up the grant and getting young people more involved in science. It’s a measurable result. Can you do the same with your project?

Of course, you should only ever trust what works for you. Our tips have helped our previous and existing clients reach their goals through a video campaign. Details of some of these success stories are available on our Showcase page. If you choose Catch Creative, you can use these 10 questions to prepare for your first meeting.

Your ideas, paired with our expertise, will ensure the best possible end results.