Video production: what to know

What the job involves, what changes the price, and what to ask a pro.

What video production is

A video production company handles a video from concept to finished edit, including scripting, filming, sound, editing and delivery for marketing or training. People hire a production team when the video has a clear goal and they want the whole process managed by one group.

Signs you need it

  • You want a marketing video that explains your product or service, and you do not have the time or the team to make it.
  • You need a training video for staff or customers, with clear steps and a consistent look.
  • You have an idea for a video but no script, shot plan or crew.
  • Your last video did not get the message across, and you want a team to plan it from the start.
  • You need a video for a launch, a campaign or a presentation with a fixed date.
  • You want a video made to a standard that will be used across several channels.

What the pro does

  • Works with you on the goal, the audience and the message, then writes a treatment or outline for approval.
  • Writes the script, or reviews yours, and plans the shots, the locations and the people who will appear.
  • Books and manages the crew, the equipment, the actors or speakers and the locations for the shoot.
  • Edits the footage with music, titles, graphics and sound, and shares rough cuts for feedback.
  • Delivers the final video in the formats needed for each channel, with the project files if agreed.

What changes the price

Every job is different, so we do not publish prices. These are the things that move the quote up or down.

  • Length of the finished video and the number of versions for different channels.
  • Scripting and concept work, including how many rounds of script review are included.
  • Crew size and the number of shooting days.
  • Locations, travel and any set building or props.
  • On-screen talent, actors or voice work, if needed.
  • Graphics, animation, music and stock footage.

What a written quote should spell out

  • The length and number of finished videos, and the channels they are for.
  • Script and concept work, with the number of review rounds.
  • The number of shooting days, locations and crew roles.
  • Talent, music and stock footage costs and who arranges their rights.
  • Who owns the video and project files, and whether you may use them freely.

Questions to ask before you hire

  • What is the goal of the video, and how will we measure whether it has done its job?
  • Can I see a sample of a marketing or training video you produced?
  • Who writes the script, and how many review rounds are included?
  • Who arranges music, stock footage and talent rights?
  • Will you deliver project files, or only the finished video?
  • What is your schedule from the first call to delivery?

Red flags

  • Promises the video will go viral or produce a set number of leads.
  • Will not show a finished sample or explain its production steps.
  • Quotes without a script or treatment review, and then charges for changes you did not expect.
  • Does not say who arranges the music and talent rights.
  • Asks for full payment before the scope and schedule are written down.

What you can do yourself

You can write a one-page outline of the video, list the shots you want, and record a short test clip on your phone with a microphone placed close to the speaker. Hire a production company when the video will be used for important marketing or training, when it needs several locations or people, or when it must be finished on a fixed date with a consistent look.

Licenses and permits

Video production is not commonly licensed, so a license is usually not required for this work. Check with your state or local licensing agency about business rules that apply to you, and ask the production company for a sample video and a description of its production steps as proof of skill.

Video production questions

What is a treatment?

A treatment is a short written plan for the video that describes the story, the look and the main beats. It lets you approve the direction before the script and shoot.

Who owns the video?

The agreement should say who owns the finished video and the project files, and whether the company may use clips in its own portfolio. Confirm this before work starts.

How long does a production take?

It depends on the length of the video, the number of shooting days and the review rounds. Ask for a schedule from the first call to delivery, and agree the review dates in writing.

About this guide

This national guide is written and checked by infinibell. Rules and conditions differ by place, so local pros are credited on guides for the cities they serve, not on national ones.

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