A production company will usually post their best-looking stuff. Normally, you’ll see tidbits of these in their demo reel as well. However, it really helps to see what they’ve done in the last 3-6 months.
The reason for this is that it will show you the current state of quality that the company is working in. It’s possible that the production company is taking on too much work right now and the quality of their work is sacrificed. It’s also possible that they’re not really working in your niche of industry.
When you look at this recent work, you’re looking for a quality that excites you. It’s not just the cinematic visuals but also the messaging of each video. If you’re hiring a production company to create branded videos, for example, these need to have a clear marketing message that aligns with your own marketing goals.
Video production is still a fairly new industry, especially for online distribution, so there isn’t really a set cost of services yet. This means that different companies may offer videos at a very different prices.
Video costs range all over the map, as well as their quality. For most companies that have a few years experience, the range in cost will be more narrowed and focused.
And then there’s their comprehension of your goals. This refers again to what I was saying before about understanding your marketing message. If your video is an internal training video, for example, it helps if the company has done this before and can deliver a clear proposal on how to get the work done. Out of half a dozen quotes, you should be able to narrow down to 2 or 3 proposals that fit your highest priorities of criteria: probably price, location, availability and goal comprehension.
Last of all is the price. Someone might offer to create your promotional video for only $500 and if you haven’t hired a production company before, this may seem like a fair price. When another company says it will cost $50,000, you might think it’s completely insane.
In almost every case, with the company charging you that uncomfortably big ticket price, the job will be handled with experience and the final product will be just what you need. The cheapest company, however, may have the best intentions but lack the experience. This usually results in poor communication, unmet deadlines and a low-quality final product.
Just remember that these videos represent the quality of your business, so unless your business is just about the cheapest deal (which is fine), don’t skimp when it comes to hiring a video production company.