Cost is a big concern for many people who yearn for an online video that expresses the uniqueness of their business.
And while getting a great online video doesn’t have to cost a small fortune, it isn’t cheap either.
Granted those terms are open to interpretation, so let's put it like this: for less than $500 you probably won't get more than a talking head video. (And by talking-head video I mean a video with not cuts or transitions. Just straight up videography with maybe some titles and an opening and closing sequence and perhaps some music.)
Thanks to technological advances the gear used to make online videos has come down in cost, making it more accessible and increasing the number of videomakers. However, technological advances don’t cut down on the time it takes for a human artist to craft a visual story.
It takes a great deal of time to create a video that truly captures the essence who you are and what you're all about. Since most video shoots are single-day shoots, you might be tempted to think that it only takes a videomaker 8 hours to create a great looking video.
Unless you’re creating a talking-head video that doesn’t involve a huge amount of artistry and editing on the part of your videomaker, then true micro filmmaking does take time.
If your videomaker is any good she will spend at least 4 to 5 hours (if not more!) planning the shoot, considering your needs and the feeling you want to evoke, and thinking about the message you want to communicate and how to best go about that. She will also spend anywhere from 20 to 40 hours editing your video, responding to your questions, and revising the video based on your needs and preferences.
Think of your video as a piece of longterm art specifically designed for you and your business, and you’ll have a better idea of why good video doesn’t come cheap. And great video really doesn’t come cheap.
That being said, a great video is a longterm affair. It doesn’t go out of style. You don’t need a new video crafted for you every year - unless you want one.
If your video captures the essence of you and your vision and does so in a timeless manner, then you’re set for a good five years. Essence and authenticity never go out of style. And a classic videomaking style ensures that your video won’t look dated. (And by classic video making style I mean without a bunch of canned effects that will look dated in about 2 years.)
Sometimes you can find the right videomaker for a steal. Maybe your videomaker is fresh out of film school, or they just really want to work with you, so they're willing to give you a deal. But if the person you really want to work with doesn't come cheap, consider saving up. Because choosing the person who will give you the most value in the long term is a move you won't regret.
-Colette Nichol, Vancouver