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Alexandre Demoulin ( The three keys to sustainable video production

Interviews, e-conferences, digital training, tele-conferences... Video is becoming a central part of company life, and they have three options: ask an agency, do everything in-house, or opt for a sustainable model. What are the challenges?


What are the keys to sustainable video production?

Let me give you two simple examples to start with. A bank invested €270,000 in a state-of-the-art 300 square metre video studio with three full-time technicians with the aim of producing 100 videos. One year later, only 9 videos had been produced, which is about 30,000 euros per video, not counting the 36 monthly salaries. Compare this to companies trying to do this internally, but the technical difficulties are so numerous that projects struggle to come to fruition, with equipment ordered from Amazon often being left on the shelf. Clearly, the key to sustainable video production lies in identifying the real needs of each company. Do they want one video per month, one per week or even several per day? To answer this question, we must keep in mind that video is inseparable from each company's culture.

“Video is inseparable from each company's culture."

What role does this corporate culture play?

To do a good interview, you need equipment, but above all you need people who look good on camera. The video strategy must therefore be approached by considering the technical aspects, but without forgetting the human side! For example, by offering training on how to speak in front of the camera you create the conditions for every department to use the studio: management, internal and external communication, marketing, human resources, sales, etc. Under these conditions, you can set realistic objectives for your video project and choose the right formula.


What are the three possible formulas?

If you need one video per month or fewer, find an agency that suits your company and negotiate a price for 8 or 10 videos per year. This is the most efficient model for this quantity. If you plan to produce more, you can either do it all in-house or opt for a sustainable model. In the first case, you will need all the equipment and at least one technician to do the camera work, audio and editing. In the second case, you can rely on a model like the 360Box, where the service provider manages the technical aspects – notably by recovering obsolete equipment – and the training. Yet your employees can use the studio without any external help and without editing. These two aspects constitute the almost prohibitive cost items if you wish to produce videos regularly. We have many clients who take advantage of this model to produce, for example, a series of interviews or an internal "video academy", with hundreds of videos delivered in a few months, for less than 10€ per video. QED!

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