As an agency, video can be an important part of your marketing efforts and those of your clients. With 73% of marketers saying that video converts better than any other medium, it can be a powerful tool to get right for your clients. In our experience making explainer videos for agencies there are some unique requirements that agencies should be thinking about.
Making a video is a time-consuming task. In fact it takes 150 – 200 hours to make a good video. See our breakdown here. Animation is particularly time-consuming but don’t underestimate the amount of work your agency will need to do if you are considering doing parts of it in-house.
Even when outsourcing the video production there is some time burden during reviews that’s worth preparing for.
If you need your own brand on the video then a white-label solution is something to consider, i.e. you focus on the high level direction but outsource the production. Alternatively, many clients are fine with direct communication between the video creator and their client, for example working on the same project management system such as Basecamp.
Non-Disclosure & Ownership of Artwork
You may need to sign an NDA with your creator(s) if your client’s information is sensitive. Also think about who owns and can use the final video asset. The usual arrangement is that the video asset is owned by the final client but the video agency is allowed to use it on their website and in their marketing or portfolios online. This is normally a good thing – a video creator’s portfolio is their best marketing tool so you’ll get a better creative result (sometimes dramatically so) if they are allowed to show the video after it’s complete.
Creativity & Timing
When making explainer videos for agencies there is sometimes more time pressure than normal. As agency you may want it perfect before showing a client but at the same time the deadline is still the deadline. This can put pressure on the creative process so our suggestion is to have the client involved early.
Number of Feedback Rounds
If your client has many stakeholders involved in the video then it may be worth discussing extra feedback rounds with your creator. This is especially true if your client’s senior management need to sign off but at the same time are reluctant to be involved and are inflexible on budget.
Stuff that’s Important when choosing a Creator
Video projects can and do go wrong. You want to be avoiding risks to your reputation here. Here are some things to look out for when choosing your video creator.
- Do they have a wide range of creative abilities?
- Are they responsive?
- Is reputation important to them? e.g. are they a serious company or a freelancer with a day job?
- Have the Experience? e.g anyone who’s made over 100 videos is likely to have a solid, proven process.
The Fun Stuff
Making a video is exciting, whether that’s making explainer videos for agencies or anyone else, and we hope this little article provides some help getting you going.