How to Pick the Right Video Agency for Your Business

You want to start making videos for your business, and you're ready to take the plunge — but suddenly you're drowning in options. A quick Google search for "video production company" gives you hundreds of results, and what seemed simple now feels overwhelming.

Big agencies, small studios, drone specialists, one-stop shops — the choices are endless. Some look flashy (and expensive), while others seem more approachable. You're left wondering: What can I afford? Do I need a big-budget commercial? Animation or live-action? Should I be on camera?

Don't worry — these concerns are normal, and there's good news: the right video agency for your business is out there, and this guide will help you find them.

Why choosing the right agency matters

We recognise that video production is a significant investment, and its impact on your business can be profound — when done right. We also know that we aren't the right fit for some businesses or projects, so we want to give you as much information as possible so you can make the right choice for your business.

It's crucial to find an agency that aligns with your goals, understands your business, and can deliver the most value for your budget. Whether you're a small local business or a growing corporation, understanding your needs is the first step to narrowing down your options.

In this article, I'll walk you through:

• Identifying how video can best serve your business
• Determining your needs and budget
• Navigating the selection process to find your ideal video partner

Let's get started on finding the perfect match for your business.

Know your business' video needs & goals

Before you start reaching out to agencies, take some time to reflect on what you actually need. Ask yourself:

• What is the primary goal of the video?
• Who is your target audience — i.e. your ideal customers?
• What is your timeline for completion?
• Do you have a clear idea of what you want the video to do, or do you need creative input?

And most importantly — set a budget.

Understanding pricing variations

It's crucial to understand that pricing can vary drastically between agencies, even for similar services, so you need an idea of what you're comfortable spending. Your budget doesn't need to be set in stone, but it's good to at least have a range in mind.

This variation in what agencies charge is due to many factors:

• The type of video being produced (e.g. animated explainers vs. live-action commercials)
• The agency's experience and reputation
• The size of the production team
• Equipment and technology used
• Post-production services included

So, when considering an agency:

• Be upfront about your financial constraints
• Understand what's included in the price (and what's not)
• Consider the value you're getting, not just the bottom line

An experienced agency should be able to guide you on what's achievable within your budget and help you make the most of your investment. Be wary of agencies that aren't open about their costs. Remember that the cheapest option isn't always the best, and the most expensive isn't necessarily the most valuable for your business.

Size matters (in more ways than one)

The size of your business significantly impacts the type of video content you need.

For small businesses:

• Keep it simple and focused — you don't need a big-budget TV commercial.
• Prioritise clear, compelling content that explains your processes and answers customer questions.
• Build trust and credibility by showcasing the tangible benefits of your offerings.
• Aim for videos that establish who you are and what you do before branching into abstract messaging.

For large corporations (like Amazon or McDonald's):

• Your needs will be vastly different due to established brand recognition.
• You can focus on emotional or lifestyle-driven messages rather than explaining your basic offerings.
• You have the luxury of more subtle and indirect advertising methods.
• You might require a larger production team and possibly a studio setup.

For medium-sized businesses:

• You're likely somewhere in between — possibly needing a mix of informational and brand-building content.
• Consider an agency that can scale its services to match your growing needs.

If this is your first time making videos, you're likely a small to medium-sized business. In this case, prioritise agencies that understand the importance of clear, service-focused video content. They should help you build trust and awareness effectively, without unnecessary frills. The goal is video content that serves your business needs and resonates with your target audience — regardless of your company's size.

Evaluate agencies

First of all, look for an agency that has:

• Experience in your industry or with similar projects
• The technical skills your project requires. If you're sure an animated explainer is what you need, go straight to the animation specialists — they'll be better at animation than the jack-of-all-trades agencies.
• Most importantly, a clear focus on the goals of the businesses it works with.

To do this, look for client feedback on their website, reviews on Google or industry platforms like Clutch, and case studies that show a track record of delivering results. Don't hesitate to ask for examples of work similar to what you're looking for.

Beyond this, consider the agency's culture. You'll be working closely with these people, so it's important that you mesh well. Pay attention to:

• How well they listen to and understand your business goals
• Their process for keeping you updated throughout the project
• How they handle revisions and feedback
• Their ability to explain technical concepts in understandable terms

Be wary of the 'vanity project' trap

Let's be honest: some production companies are straight-up vanity projects for their owners. They're only interested in making flashy films with cool edits, regardless of whether the business really needs that. They don't have the business's best interest at heart — instead they want to flex their creative muscles and bill the client as their patron.

Red flags to watch for:

• Agencies that seem more interested in winning awards than achieving your objectives
• Those who dismiss your ideas without solid business reasoning
• Companies that can't clearly explain how their proposed approach will benefit your business

Look for agencies that:

• Ask thoughtful questions about your business and goals
• Propose solutions tailored to your specific needs, not just their preferred style
• Can articulate how their creative choices will support your business objectives
• Are willing to adapt their approach based on your feedback and needs

The right agency should be a partner in achieving your business goals, not just a creative service provider. They should be as invested in the effectiveness of your video as they are in its aesthetic appeal.

Ask the right questions

One of the best ways to determine whether an agency has your best interest at heart is to ask them lots of questions. Don't be shy about asking about costs, processes, budgeting, scheduling — and really anything at all you'd like to know.

Asking these sorts of questions tells you more about how the agency works. It also gives you a feel for whether their communication style and culture will gel with you and your team. If they're at all cagey or seem to be withholding information, they're probably not the ones for you. And that leads me to my final point.

Trust your instincts

After considering all these factors, don't underestimate the power of your gut feeling. If an agency ticks all the boxes but something feels off, it's okay to keep looking. The right agency should not only meet your technical requirements but also feel like a good fit for your team and company culture.

Remember, the goal is to find a partner who can create a powerful video that drives results for your business. Take your time with this decision — the right choice can lead to a video that significantly impacts your business growth.