“What Should Clients Know About Video Production?”

Video production is almost always more complicated and time-consuming than it looks.

If you work in the industry, you know this to be true. (You may even have the scars to prove it.) But for those who are brand new to the world of production, or are thinking about commissioning a video team for a special project, certain parts of the process may still be a mystery. Unfortunately, that education gap can cause a disconnect between creator and client expectations, sometimes leading to doubt or frustration.

This was the experience Kim Gengler had when she first began working with production companies as part of her technology and marketing job several years back. While she has since left the PR world, Kim still remembers being surprised by how many moving parts there are to a video production – from planning to filming to final editing.

“It’s a steep learning curve when you’re the client,” she said. “There are a lot of things you just don’t understand.”

More Than Meets the Eye

At a time when most people walk around carrying little high-res cameras in their back pockets, it can be tempting to think that filmmaking involves little more than ‘point and shoot.’

“As it turns out, lighting really matters,” Kim said with a laugh. “Also, the angle is important. Oh, and do you have two cameras to do different cuts? How are you zooming in and out? All these elements build to create what a person actually ends up seeing as the final product. It is just so much more complex than what people who don’t have that background can really appreciate.”

Like any work concerned with details, production can also move slowly.

Kim said the project timelines were an adjustment for her, especially being from the tech industry which prioritizes speed. As the liaison between the video team and company executives, she often became responsible for relaying progress and therefore, managing expectations. The experience made her realize how important it is to tailor each client interaction to the project at hand.

For example, she said some clients are curious about the production process or are looking to craft something that really pushes the needle, while others simply don’t care how the job gets done. “Whatever the case,” Kim said, “it’s important to understand the personality, pressures and motivations of the company or client and then right-size your approach to those idiosyncrasies.”

Communication Goes Both Ways

While a good production team will ask pertinent questions to best understand a client’s vision, communication is a two-way street. 

Prospective clients should be prepared to discuss the purpose of the intended project, as well as important factors like target audience, budget, timeline and distribution methods. If any of these details change during production, it’s critical the video team be made aware so they can react accordingly. What may seem like a small adjustment to a client can actually have a big impact on production.

Similarly, clients should expect to have their own voices heard. 

Many production companies will make a point person available to provide updates. Kim said having someone to tell ‘Hey, this doesn’t seem right’ or ‘Turns out we need to change the music’ makes revisions feel less intimidating. Plus, that person will know exactly who on the team to inform and how best to deliver the news.

Dream Meets Reality by Way of Budget

To avoid missteps in communication, Kim said it’s wise to set clear check-in points throughout the production schedule. This helps keep everyone on the same page and lessens anxiety around progress and delivery timelines.

The initial brainstorming session is not only an important milestone, but also “a very critical point in time to reality check,” she said. Everyone should be involved to ensure concept matches budget.

In Kim’s opinion, the most successful video teams are the ones that provide clear options early on. Sharing the different artistic avenues a project can take helps clients understand what is possible and what is realistic. This allows them to make a more informed decision.

“Having a meeting of the minds after the first cut is also really important, because that’s where the rubber really meets the road,” she said. “Sometimes, what ends up being shot is no longer appropriate because the initial concept changed. Some of those things can be adjusted in post-production, but some can’t.”

Ultimately, working with a video production team is a lot like working with any other specialty group or company department. Open dialogue, trust, and a willingness to compromise are key to ensuring a positive experience.