Years ago, managing a marketing budget with a goal to reach new clients, video was the obvious play. Hiring the crew, however, was an uphill struggle.
The quotes were a mixed bag. One established videographer sent a proposal listing the exact mic brands they’d use - unnecessary tech jargon and insisted on adding a director at a hefty extra cost (a role I routinely handle myself on set). I ultimately hired a hungry, young outfit. They were quick, polite, and equipped. The final product? It was fine. We were happy enough and used them again.
As video storytelling blew up, an old-school videographer once told me, "Buy a camera and suddenly you’re a videographer... people choose price over experience." He was right, but experience alone wasn't the full picture either.
Across dozens of projects, I realised what was missing: the right questions.
Too many suppliers never ask:
- What do you actually want this video to achieve?
- Who is the specific audience, and what do they need to understand?
- Where will this live, and how will it drive action?
The industry is full of people with high-end kit but zero ideas. Some will simply hit record, edit the footage, and hand over a product that is "fine". But in modern marketing, fine is a fail. Nobody engages with a video that merely scores a pass.
You need a team that immerses themselves in your brand, challenges your ideas, and asks, "Why don't we try this instead?"
How to Hire the Right Video Partner
- Ignore the Showreel: Everyone puts their best three seconds in a sizzle reel. Look for strategic understanding instead.
- Make Them Explain the Storyboard: Ask them precisely why their creative approach will convert your target audience.
- Challenge the Price vs. Value: Don't just look at day rates. Ask how their narrative structure is designed to deliver a measurable ROI.
I’ve compiled a vetted list of video creators in and around Suffolk who do this brilliantly, teams who push for exceptional, not just "fine". Nick's List
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