Important Mindset For Purchasing Marketing Videos

Important Mindset For Purchasing Marketing VideosIf you’re going to produce a marketing video this year, there’s an important fact to keep in mind. You aren’t buying a widget. You’re buying art.

Don’t worry… I’m not going to get all self-important on you, but it’s true. You might be buying a product that fulfills a marketing tactic, but a good marketing video has far more in common with a piece of art than something like a CRM app. Important to note since there’s more to hiring a video producer than looking at the price.

Video vs. widget purchasing difference

Not distinguishing between the two is a mistake I see a lot of business people, marketers, and PR experts fall into. Video, to them, is just another widget they need to complete their overall business strategy. They forget to look at it as a creative endeavor designed to capture hearts and minds.

That’s what a great piece of art can do… and so can a good marketing video.

The Art behind Your marketing video

The obvious part of the “art” can be seen on-screen. Someone behind the camera has squeezed their creative juices to provide a pleasurable viewing experience. From composing beautiful shots to creating an interesting story to editing it all together seamlessly.

It should be easy to grasp how that can be art, but there’s more to the art of video than what’s on the screen.

There are all sorts of behind-the-scenes things that require artists as well. In some cases, coordinating a shoot can be an art. Managing the resources needed is another. However, maybe one of the most important arts to video creation is getting non-actors to feel comfortable on-camera and drawing out their story.

I don’t know how else to describe this ability besides “art.” It takes a real talent to get people to relax. It takes a lot of skill to talk with people in a way that encourages them to share their thoughts. Doing both in a way that produces an authentic and genuine-sounding marketing video? Like I said… it’s an art.

Balance your price-to-art ratio

So… if you plan on hiring a video producer this year, of course consider your budget, but also consider the artist. Some are worth more than others when purchasing marketing videos. Watch their videos. Listen for passion in their voice. They’re worth a little more in the long run.

–Tony Gnau

Tony Gnau - T60 ProductionsTony Gnau is the Founder and Chief Storytelling Officer at T60 Productions. He’s a three-time Emmy Award-winning journalist, has led T60 Productions to winning 18 Telly Awards for its corporate videos, and is the author of the Amazon #1 Bestseller “Lights, Camera, Impact: storytelling, branding, and production tips for engaging corporate videos.”