4 terrible blunders you should avoid in your next video production

At Kailow Studio, we specialise in the development and production of video, photo and audio for companies and organisations. Over the years, we have seen how important it is to clarify each task’s goal and target audience, as well as the client’s overall strategy, before we get started – to avoid making costly mistakes. Here in this article, we have compiled a top-four of error, which our customers have been exposed to before they came to Kailow Studio. If you are about to embark on a video project, you can download our clarification tool Checklist for starting video productions. A quick guide that Kailow Studio uses to avoid the classic mistakes and get off to a good start.

4 classic mistakes video purchasers commit

1. Your video is illegal: GDPR and rights – all Greek to me The warning lights should come on when the production company does not focus on copyrights, release forms and GDPR. Perhaps they have no legal department to ensure that your video remains legal. For example, what happens if a contributing employee gets a new job? And do you or the production company hold the rights to e.g. the background music and the like? Not being in control of this can be expensive. 2. Your production company only thinks about video – not video strategy Many production companies just think about the video – not the video strategy. The best ones offer advice on how your video and video strategy become as focused as possible, and not just on cinematic effects. Here, we touch upon the actual engine of your video strategy, and the big questions that you should focus on: What must the video make the audience feel, think and do? 3. They do not understand your industry and audience Choose a production company that understands your industry, target audience and your communication channels. B2B audiences are motivated by unique factors that the production company should know and understand in order to communicate effectively. Uncover the needs that drive your desired customer. And a little reminder: It’s not about you and your company, it’s about the customers and their needs. 4. They ignore the story The production company may not care about narrative techniques and dramaturgy. But here lies the key to the best video results. What is the common thread – and the message? Remember! Only one message, always formulated in three headings. So, stick with the angle in your video script. But then I can’t get everything in there, you might think. But if you have several approaches to the material, and want to tell more stories, you should spread it out across several videos. Focus on the main message. And a journalistic rule of thumb: only one angle per video.

And you’re underway

Remember, B2B video production is about more than camera technique and lighting. Getting your message across also requires a good deal of marketing and communications. Anyone can pick up the right equipment, anyone can claim to be able to film and edit. But it’s about the story, served in combination with targeted marketing. On strategic storytelling. Your story should engage – all the way to the target audience.