Videos are everywhere today. Every day you are exposed to a myriad of videos; from a cat being scared by a cucumber to being inspired to support your favorite charity. Most you’ll forget the moment you scroll past them on your timeline. But those that resonate with you? You’ll share them. And your friends will share them with their friends. It’s how our society functions today.

The right video, published at the right time and on the right platform, is a single click away from “going viral”.

Whether you are planning to start utilizing video for your marketing for the first time, or the hundredth time, it’s important you select the right company. Below are 5 tips to help you in your search.

1. Getting Started – If you’re entering the world of production companies for the first time, there are several ways to start. A good place is with your colleagues. Use your resources such as an association you are part of or even an online community like LinkedIn for recommendations. Don’t just blindly follow what others have done, however. Make sure you review the company’s previous work to see if you like their style. Do all of their videos look and feel exactly the same? Does their style match what you envision for your video?

Once you have a company or two in mind, talk to the person or team who worked with the company to produce their video. Ask what working with that company was like. Using this approach will likely reveal details on how well the company communicates with its clients, if they deliver the product they promised, and if it was on time and on budget.

2. The Price of Creativity – Knowing how much you’re going to have to pay for your video is important, but don’t fall into the trap of looking strictly at the bottom line. There are any number of companies or individuals out there who will give you standardized prices for a project without asking you for those important details that will mean the difference between a video that fits your brand and something canned that may turn your target audience away. Make sure the company you’re considering takes the time to talk to you about your vision for the video and works to understand your organization, brand, and end goals.

Remember, a quality video that stands out and meets your vision is the only video you’re looking to produce. The cheapest option is rarely the right choice.

3. What’s your niche? – Some companies have found their niche and they really shine in that arena. Consider this: if you were looking to produce an online learning series of videos, would you want them to resemble cutting edge music videos? Probably not – but now that I’ve said it, that would be an interesting take on online learning!

The point is, sometimes hiring a company that has exlusively focused on the type of video you’re looking to create is the best option. They will have more experience to draw on that can help you reflect the message you are trying to convey in your video that another company may not be able to bring to the table. Consider your industry or other niche when you start searching.

4. Preparing – A surefire way to save yourself a massive headache in the future is to outline what you want before you start meeting with any company that seems like a good fit. While the right company will help you fill in gaps and make suggestions on how to augment your vision for the video, you need to make sure you’ve considered key elements first.

Considerations may include:

• Are there style elements you’re looking for such as drone footage?
• is there a particular location you want them to shoot the footage in (your office, a park, a blocked off road way, etc.)?
• Do you have a script written already, or a storyboard laid out?
• Where is this video going to be shown (website, social media, at a conference, etc.)?
• What time frame are you looking at?
• Do you want music in the video?

5. A Partnership – There’s no point working with a company that doesn’t mesh with your organization. You’re doing the hiring, but it should be a partnership. Look for a company that shows you your business is important to them. They should take an active interest in your culture and brand and bring ideas that can help improve your video, not be dismissive of what you’re looking for so they can shove you into one of their “templates” that will leave you feeling cold.

There’s no “one size fits all” approach to hiring a production company. However, if you spend the time planning out as many details of how you want your video to feel, the information you want it convey, the feelings you want it to inspire, the right company will help you bring that to life.