Video for Business: How to Manage

Video for business is already the key channel for online promotion. And in the coming years, according to forecasts, it will become even more dominant.

Our agency has been producing videos for over 10 years. Our portfolio includes over 500 videos for 200 companies, among them are startups as well as large companies. Our goal is that the content we create, be it a video or a film, will earn you money, image, influence, loyal investors and partners. That’s why video production from will help solve your business problems.

Based on our experience and internal statistics, we have formulated some “golden questions” that customers should think hard about before sending money to video production.

Save your money!

What is the purpose of the video?


A seemingly elementary question. But how much money is lost because of wrong targeting!

“We want to commission a business video to present a new product” or “Our aim is to inform the audience about the service”. And this is when the devil is in the details: The customer does not specify a goal, but a process.

In such cases, we immediately ask the clarifying question “Present the product to then what?

– What reaction do we expect from the viewer after watching the commercial?

– What should the customer do after watching it?

– How will you know, by what criteria, that the objective has been achieved?

If there is no problem (or aim) which the video helps to solve, don’t make it. A company anniversary, an expo, a visit from a high-profile guest is an occasion, not a goal. The objectives should be measurable: to sell, to raise awareness, to motivate a dialogue, to create interest.

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Who are we making the video for?

Once you’ve determined why you need to create a video for your business, it’s time to decide on the audience. Don’t make a video if you don’t have a clear target audience. Video content “for everyone” always turns out to be content “for no one”. Quality video content always has an audience, whether it’s a Hollywood movie or a corporate one.

Most of the time, there are several segments within the target audience. For example, a taxi service needs to attract customers and invite new drivers to work with them. Obviously, the advertising messages for these two audiences will be different.

A vital point for presentation and explanation videos.


If you’re not prepared to brief in detail and answer all the production questions, don’t make a video. “A dynamic enterprise” is what everyone says about themselves. Until we understand exactly what makes your product/business different, you won’t make a cool video.

We need to interview you both verbally and in writing, and you must answer the various questions honestly and frankly:

– What problem does your product solve?

– What is the cause of the problem?

– How does the product solve it?

– What suggestions has the customer already tried to solve their problem?

– How are you different from existing companies in the market?

What is the key value of the product to the customer?

– The answers to these questions determine whether your video will hit the exact “pain” of your target audience or become another soulless “jeers”, a money cannon shot into the void. And the point is, it’s up to the customer, not the video creator, to find honest answers to these questions. The phrase “you are professionals, you know better, that’s why we pay money” does not work here.

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– Of course, we will help you to choose the right marketing message, but only on condition that you will be actively involved and absolutely frank.

Is the budget commensurate with your goals?


– To order a video for business, set aside at least 10-15 thousand dollars. Not ready? Then you too early to engage in this format. This minimum we took not from the ceiling, and derived, having studied the proposals of more than 300 colleagues in the industry, not counting our own experience.

– When talking about the budget, the main danger is not even a lack of money, but a mismatch between the stated amount and the scale of the goal. In this case, the client should either 1) choose an option adequate to the budget, or 2) lower the expectations of the commercial, or 3) increase the budget.

– What happens if a customer comes to a car dealership with the intention of buying a Mercedes, but he only has enough money in his pocket for a Lada? A trustworthy manager will suggest choosing a German car but with an easier one, or to wait and save some money.

– Worse, if after that a hapless buyer hurries to the car market, where cunning pirate will sell him a used stolen Mercedes for the price of “Old Ford”. It is not difficult to guess the end of such stories.

– We meet these stories quite often in our business, so we even recorded a separate video for everyone who wants to make a video but has to save money on video. If you do save money, do it right.

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This article has an unusual message, don’t you think?

– Instead of the traditional “order it now and get the multicooker as a present” ad – think twice, weigh up carefully and rationally assess your finances, before ordering a video for business.

– It’s a conscious part of our business strategy.

– And there’s no altruism in it. We don’t want to sell the video, we want to give the customer real value. So that every dollar invested in the video makes three dollars in profit. So that the customer is satisfied, comes back to us again, and recommends us to his partners.