As evidenced in the post (below) by 'Column Five', video is very much a feature of the content landscape today and is only going to grow as a proportion of internet traffic.

Spurred on by the 'wall' of evidence compiled by the folks at Column Five and in the spirit of adding practical steps for anyone finally succumbing to the overwhelming evidence that video needs to be in their content marketing toolkit, here are six and a half considerations that will help if you choose to commission a video.  

1. Planning is arguably the most important stage of commissioning a video. Good planning is a gift that keeps on giving as the hard work put in at this stage multiplies throughout the production process.

2. Define the purpose of your video. Write a clear statement of intent and refer to this throughout the production process. Be crystal clear about who the video is for and the context in which they will be viewing it. This will set the tone of the video.

3. Write down the key points you want to get across. These points will form the sections of your video. If it becomes clear at this stage that your video will be long and complex, plan to break it down into smaller, more manageable videos in the edit.

Related content: Get the other 23 ½ steps in the 'How to Plan & Commission Video' guide.

4. Choose a production team. Ask to see examples of previous work. When looking at show-reels ask for examples that are in-line with what you are looking for. Don’t be distracted by colourful demo reels of wildlife action - look for videos with engaging content that convey a message coherently. Negotiate a budget for the project and agree on the expected quality of the output. Getting consensus on a reference video as a benchmark can be a reliable way to get the production standards you expect.

5. Discuss the concept. Will it be a single person talking to camera? A two person interview? Where will it be filmed? Will there be a presenter? Do not be afraid to suggest ideas that may seem abnormal or challenging. A good production team will advise on the limitations of the time, technical and budget constraints. That said, feasibility is an important factor; using locations and materials that are readily available will keep costs for sets and studios down.

6. Plan the specific details. Creating a storyboard is very useful - sketching or describing the shots of your video in sequence will guide you whilst filming, saving time and guiding others who might be involved.

6 ½. Consider any supporting materials that you will need during filming and ensure they will be available.

  • Fact-check anything you plan to say in your video
  • Who is going to appear in your video – the CEO, another employee, a customer or even a professional freelance actor?
  • People are most comfortable on camera when they are talking about a subject that they know well.
  • If a specific product is being spoken about then it is likely that a product specialist will be the right person to talk about it

Where will you film

  • Travelling can waste valuable time on a filming day.
  • Find a location that suits the content of the video. However, try to find an environment where you are in control of the noise level, the light level and who will be there on the day.
  • Make sure you have access to the location all day and that filming will not be disturbed. If you are planning to film outside then have an alternative location in case of poor weather conditions.