Video production – the most important FAQs – by LANIZMEDIA

Below you will find the most important questions and answers about professional video production. What does a professional video production cost, and how long does it take? How much effort is involved for me? What do I need to consider? This FAQ covers a wide range of knowledge about video production, and we are constantly expanding it. If you have any questions, please send us an e-mail or call us on +49 89 219 616 51. We will be happy to advise and support you with your video production. Best regards, your LANIZMEDIA team.

• TV production
• Image films
• Product videos
• Commercials
• Employer branding and recruiting films
• Advertising videos
• Social media videos
• Sales and customer service videos
• Interview videos
• Health and care videos
• Online event and trade fair videos
• Video streaming
• Music videos
• 3D animation

Will I receive advice on my video production?

Do you have questions about video production? Whether you want to attract attention with a strong commercial, build trust with an image film or explain your service or product clearly with an explainer video – we ask the right questions and develop the right concepts. Give us a call. We look forward to hearing from you.

Free, non-binding advice

Of course! You receive in-depth advice from us – free of charge and without obligation – before any film production starts. After all, we want to make sure that you get the maximum benefit from your film.

In conversations with clients we have often found that they came to us with the idea of, say, an image film, and together we realised that it made more sense to start with a few product films. For your corporate communication and sales, a few product films or explainer videos can deliver far more benefit than one image film.

How can I use my video or film afterwards?

As a rule, you can use the film without any time or geographical restrictions: on your website, at trade fairs or events, on social media and so on. Exceptions are usually only made for TV spots, for example when performing artists are involved and only a limited period of use has been agreed. Apart from such special cases, there are usually no restrictions.

One film for several channels?

However, it often makes little sense to use the same film on different channels. For example, if we produce a trade fair film for you that works without sound at the booth, it is naturally less suitable for your website. Conversely, an explainer video that relies on a voice-over is probably unsuitable as a trade fair film. Different channels and target groups usually require different approaches. We will gladly advise you so that you get the greatest possible benefit from your film production.

What is needed for a briefing?

In the briefing you tell us what you want to achieve with the film, which target group your video is aimed at, what viewers should remember above all, and so on. On this basis we create the concept for your video production. Perhaps you are not yet sure about one or two aspects of your video. That does not matter. We advise you in depth and are happy to clarify such questions together with you.

We often experience that a client wants an image film but does not yet know exactly what it should achieve. The starting point is often simply a company presentation and the content of the website. Together we then clarify which information we need for the concept – and create a concept that we coordinate with you and adapt step by step if necessary, so that the result is perfect for you and your film.

Briefing for product videos

With product videos, things are a little simpler and more concrete for you. For a product film we (of course) need information about the product's most important USPs. What should stick in the viewer's mind? What is the main benefit of the product that viewers should remember? We clarify such questions with you in the briefing for product videos.

In our experience, the briefing for explainer videos is also much easier than for an image film. As a rule, you know quite well what needs to be explained. We then work out with you which points are important for the explainer video in detail, which style you have in mind, and so on.

As a film and video production company, we receive very different enquiries from potential clients. Sometimes the company has a marketing or PR department, so someone has already thought about the film. But sometimes employees who have never dealt with the topic are asked to commission a film. Due to a lack of experience, misunderstandings can easily arise here. As in any other trade, there are numerous factors that make a film production easier or harder, cheaper or more expensive, faster or slower.

These include, among others:

• the number of shooting days
• the number of locations
• graphic animation or live-action shoot
• whether actors or employees appear in the film

and several more.

The briefing questionnaire for your video production

For some time now we have therefore been working with a briefing questionnaire. The aim is to enable potential clients to write a perfect briefing. This helps us to fully understand the product and the goal of the film. Because only when the production company correctly understands the requirements for the image film or product film can it prepare a tailor-made quote (and later a concept).

Below we explain the most important parameters we need as a production company to understand you and your product – so that we can make a good offer, enjoy a great shoot together and, in the end, satisfy everyone involved.

1. What should the film achieve?

Probably the most important question is what your image film, product film or social media film is meant to promote. Is it a specific product that is new to your range, a service you offer or the company as a whole? Would you simply like to say "thank you" to partners for their trust, or make your company attractive to potential clients in a targeted way?

Understanding what the film promotes is essential for the production company to meet your needs.

• You want to win new customers and attract attention
• Your company should be more visible to the public
• Complex processes should be explained clearly
• A best-practice film should present you convincingly in expert circles
• A recruiting film should attract young talent

2. Tell us the goal of the film

If you know what you want to achieve with the film, please tell us. We can then tailor our advice and the concept in detail.

Depending on the goal of the film, content may need to be conveyed in a more or less complex way, the storytelling may need to be more sophisticated, or the visual language more impressive.

3. Who is the target group?

Who do you want to address with the film? Who should watch it and get an impression of your company? This matters, because it also influences the style of the film.

Potential target groups for your film are:

• existing customers
• new customers
• a young or an older audience
• a specialist audience
• an existing online community
• visitors to a trade fair

The goal and the target group largely determine the style and visual language of the film. Not every image film is the same. Get the most out of it by writing a good briefing. Then the production company, the director or the creative director can respond to your needs and find a creative, witty or technically accurate solution.

4. Mandatory elements

Sometimes mandatory elements are only communicated during the process because the client took them for granted. This causes confusion on the production side and irritation on the client side – a classic miscommunication.

If you already know in advance that you want to include, for example, an animated representation of your new machine or that you absolutely want to film at a particular site, let us know. That way these parameters can be taken into account in the quote and the concept. If it is not common in your company to film employees at work, or if you need specific music, please tell us as well.

In general: the more information you give the production company, the better it can prepare.

5. Which language versions are needed?

Perhaps you are planning a product film in which employees speak. But do you also have partners and customers in non-German-speaking countries? Then several language versions are probably needed. As a rule, this can be solved quickly and cost-effectively with subtitles. Once created, they can be adapted to any language with little effort.

If you plan to use a voice-over artist, the voice-over may have to be recorded in several language versions. Please mention this in the briefing right at the start so that these items can be included in the calculation.

Tip: subtitles and language versions can also be created later. So if you are unsure, simply make a note.

6. Are there example films?

Before you pick up the phone or write an e-mail to a production company, you have probably done a little research and looked at what films your competitors have. If not, you should definitely do so. It is always good to know which kind of film you like and what is out of the question for you. Pick out a few examples. They can also be films on a different topic whose storyline or visual style you like. Share your thoughts and bring your production company on board to get the most out of the project and avoid misunderstandings.

7. When should the film be finished?

Many ideas and big challenges are great, but time is unfortunately limited. Be sure to tell us when you need the film. A deadline that is too short can become an obstacle, for example because not all interview partners can be organised or the desired location is not available. As a rough guide, allow for 2–4 weeks of preparation before the shoot. In most cases, this is enough to organise everything.

For each project, for example, we create a so-called timing in which all relevant dates are recorded. This gives the client a good overview and gives the production company certainty that deadlines will be met.

A very simple timing (project plan) might look like this:

• Day 1: work on the concept begins
• Day 14: the concept is sent to the client
• Day 18: the client approves the concept
• Day 19: organisation of location and casting begins
• Day 38: the client approves location and casting
• Day 43: shooting
• Day 45: editing begins
• Day 48: first cut is sent to the client
• Day 50: the client gives feedback on the first cut

Plan dates reliably

When defining a timing, please note that the production company books these dates firmly and keeps them free for you. If dates are missed too often, this creates a problem for the production company, because other projects have to be put on hold. So make sure in advance that you can keep to the timing.

8. What does an image film cost?

Some clients are afraid to mention their available budget because they fear the production company will charge too much. In most cases this fear is unfounded. The question about your budget is important above all to check whether your project is feasible. It is also not a nice feeling for either side when the personal chemistry is right but the numbers tell a different story. An everyday example: you go to the supermarket to buy yoghurt, look at the price and consider whether it is worth it to you. Or you take your car to a garage for new tyres and immediately get a price.

In the same way, it is important to talk openly about the budget in a film production. You have an idea of what you want (a film) and a price you are willing to pay (your budget). Whether the production company can realise your idea at your price should not be left to chance.

Various parameters can lead to additional costs during a shoot. For example, if you cannot shoot on the two planned days because the necessary interview partners are only available on four different days, the film crew has to charge for four days.

Cost drivers in video production

Correction loops in editing are another classic cost driver. Collect feedback on the first cut from all colleagues and partners involved before sending it to the production company. If you pass on feedback bit by bit, you create extra work. Production companies are usually accommodating here and do not charge extra, but it can spoil the mood and, of course, drive up costs if eight days of editing are suddenly needed instead of the agreed four because of delayed feedback.

Another important point is that ideas usually read well on paper, but are often harder to realise on set than you might think.

Relevant costs for every film production are:

• preparation (concept, shoot planning, casting …)
• the shoot, including crew and equipment (the more complex the shoot, the larger the crew)
• post-production: editing, graphics, music, animation

You do not have to give an exact figure, but please talk in approximate numbers or a budget range. If you know that you have between €7,500 and €10,000 available, state a budget range below €10,000. If your project is more complex, say whether you have €10,000, €20,000 or €30,000 available, so that the production company can check feasibility.

Communicate your budget openly

Information about the budget helps the production company tailor what is possible with these funds perfectly to your needs. We hope this article has given you a brief insight into the parameters that matter when writing a good briefing for a film production. If you have any questions, please feel free to contact us.

How much effort is involved for me?

Your own effort can be very small. For some projects we received nothing more than a briefing and a few approvals – as a full-service agency we take care of everything else. You can also be closely involved if you prefer.

To write a concept we need a briefing. Maybe you already know exactly who your audience is and what you want to say, perhaps with first ideas for the execution. Often our clients only know the audience and the core message – that is enough. We develop ideas from there, agree them with you and turn them into a concept step by step.

Be on set or not?

You can leave the shoot entirely to us, for example for product videos, or you can be there. It often helps if a product manager attends, because nobody knows better how the product is actually used.

Where do the people in the film come from?

Live-action films usually show people – even if it is only a pair of hands in a product video. They can be real employees, professional actors or amateur performers, and we have produced many videos that combine all three.

In a corporate film it is always an advantage to show your real team. Only involve people who want to take part, and collect a consent form from each of them – we provide ready-made forms and can run an internal casting if more people volunteer than needed.

Employees in leading roles

If one employee plays a very prominent role, consider what happens if that person leaves the company. If the film would then be unusable, a professional or amateur actor may be the better choice. For close-ups of a product in use we can book a hand model, although an employee’s hands often look more authentic.

In short: if you use your own staff, we help with the consent forms; if you need actors, we handle casting, booking and everything else.

You can recognise the right film agency by three things: references that match your industry and video type, a clear quote that lists every service, and advice that starts with your goal – not with the equipment.

Check whether concept, shoot and post-production come from one team; that saves coordination and time. Also ask about revision rounds, usage rights and delivery formats. At LANIZMEDIA in Munich you get everything from one source – from the first call to the finished file.

The video production process

The process depends mainly on the type of video: an animated explainer runs a little differently from a corporate film, an Amazon product video or a YouTube ad. In principle, every production has four main steps:

• Idea and concept: the most important step. No concept, no production – it decides whether your video is excellent or just average.
• Production: animation or live-action filming, depending on the video type.
• Post-production: editing, music and, if needed, a professional voice-over.
• Approval: you review the video, we make any changes and you sign it off.

This is only a rough overview; the type of video shapes each step.

Finding the right location is one of the challenges of any video production. We have filmed in offices, production halls, on public streets, in apartments and in studios – wherever your story works best.

Our film studio in Munich

Our studio in the Munich area has modern equipment for demanding projects: a large green screen that lets us place any background behind you, a white cyclorama, professional lighting and a quiet, sound-insulated space. That gives you plenty of options.

To create the right video we need to know you and your company. Your main task is to give us your corporate identity: as much information as possible about who you are and what you do, plus figures, graphics and logos where the video needs them – usually your marketing team already has these.

We handle everything from concept and preparation to filming and editing. You simply tell us your wishes, provide the materials, answer our questions and, if needed, arrange a shooting date at your company.

Possible delays

Every video production runs into a few problems – a good production company solves most of them before you notice. One of the most common causes of delay is misunderstanding. That is why we keep clients informed at every stage and outline each step in advance, so everyone is on the same page.

The other cause is scheduling: sometimes because of unexpected issues such as equipment failure or illness, sometimes because of things nobody can control, like bad weather for outdoor shots or a location that suddenly becomes unavailable. We plan buffers and backup options for exactly these cases.

What video formats are and which one is best

A video file format is the structure used to store a recording on a computer, memory card or other digital medium. You can usually recognise it by the file extension.

Container and codec

Every format has two parts. Cameras record sound and picture as separate streams and compress each with a program called a codec. Both streams are then packed into a container file together with a description that lets the player keep picture and sound in sync.

Common video formats

• MP4: the near-universal standard for sharing video online – good quality at small file sizes and supported by almost every device.
• MOV: Apple’s QuickTime format, supports many codecs and plays on Mac, Windows, iPhone and iPad.
• AVI: one of the oldest formats from Microsoft, simple and widely compatible, but files are large.
• WMV: Microsoft’s compact format; small files, often at lower quality.
• MKV: a flexible container that can hold several audio tracks, subtitles and fonts.

Which format is best?

There is no single answer – it depends on where the video will be played. For YouTube, Facebook and Instagram, MP4 with H.264 video and AAC audio is the best choice. On a Mac, MOV or MP4 work well; on Windows, MP4.

Delivery formats: MP4 and MOV

We normally deliver finished videos as .mp4 or .mov and can convert them into other formats free of charge. We also keep backups of your project files, so we can update older videos later – for example after a rebrand or when figures change.

What is the best video format for my purposes?

Phone cameras usually let you choose resolution (Full HD or UHD), frame rate and sometimes HDR; the codec is fixed. Professional cameras offer more options, including the recording codec, bit rate, colour sampling and bit depth.

File size or quality?

Choosing a format is always a trade-off: higher quality means larger files. For editing, effects, colour grading and green screen work you want the highest quality possible. If you need to record for a long time and will not edit much, a lighter format can be the better choice.

Frame rate and look

Frame rate gives your video its style: 50 or 60 fps looks like live news or sport, while 24 or 25 fps gives a cinematic look. 30 fps can be a good compromise. Modern editing software handles all common codecs, so no conversion is needed before editing.

Every platform has its own requirements, and editing software offers export presets for most of them.

Online streaming

• YouTube: H.264 in an .mp4 file.
• Vimeo: H.264 as .mp4 or .mov; professional codecs such as ProRes 422 (HQ) and H.265 are also accepted.

Use a high bit rate – at least 10–20 Mbit/s for 1080p and 30–60 Mbit/s for UHD, especially at 60 fps. Both platforms re-compress your upload, so a high-quality master looks noticeably better.

Social networks

Facebook and Instagram prefer .mp4 and .mov files but may limit file size. Choose the highest bit rate that stays within that limit. We deliver platform-ready versions for every channel you need.

In post-production you receive the first version of your video. This is the moment to review it and tell us what you think. Almost every client wants small or larger changes, and we adjust the video until it matches the agreed brief.

Avoiding endless revision loops

The best way to avoid delays is to know in advance what you want and to share it clearly in the briefing. As standard, you get two revision rounds: the first for feedback on structure, tone and pacing, the second for final adjustments and corrections.

Video has become one of the most important parts of digital marketing. Social platforms increasingly favour video in their algorithms, and video in newsletters or on landing pages often lifts click and conversion rates noticeably.

Track your metrics from the day the campaign starts: views, watch time, clicks, enquiries and sales tell you what works. Without clear goals, ROI cannot be measured. Use the data to optimise the video and its distribution – embedding it on your website and publishing it on YouTube, LinkedIn or Instagram usually brings the best results.

Asking a colleague to record the voice-over is cheaper or even free – but will it really work? Professional speakers bring years of experience in modulation and intonation. Their recordings are made in a studio, free of breathing noises, echo and background sound, and are cleaned up for comfortable listening.

Employees usually record with phones or laptops, and inexperienced voices lack a professional touch. They often need five to ten takes where a professional needs one or two. For videos that represent your brand externally, we recommend a professional voice.

Should I hire a professional actor or can an employee do it?

It sounds like a simple question, but both options have pros and cons. Budget often decides, and using staff seems cheaper – sometimes it is, sometimes not.

Employees in their real roles give your brand a face and bring natural credibility and authenticity that is hard to achieve with actors. But not everyone feels comfortable on camera, and they often need more time and more takes, which can make the shoot longer.

Advantages of professional actors

Professional actors are confident on camera, take direction quickly and know how to deliver lines, so the shoot is usually faster. Through casting you can choose exactly the right look. On the other hand, they do not know your company and cost more. If you work with us, we take care of casting and booking suitable actors for you.

Video production costs – your idea, well executed

Every video production is different, so there is no fixed price list. We create a tailored budget for each project, so you only pay for what you need, and you always receive a detailed breakdown.

These factors determine the cost

• One or several locations
• Number of shooting days and size of the crew
• Complexity of the edit, especially animated elements
• One video or a series of videos
• Style of animation (2D or 3D)
• Existing assets such as characters or CAD data, or everything created from scratch
• Actors, voice-over and music licences

Length matters less than people think: whether a film is 30 seconds longer or shorter hardly changes the price, but it does change how many viewers watch to the end. Shooting several product videos on one day, on the other hand, lowers the cost per video considerably.

Corporate film or another format?

Many enquiries for a “corporate film” turn out to be an event video or a short social clip, which can be produced for much less. We work with very different budgets and will find the right solution for yours – just ask for a free quote.

Production time

In our experience the timeline depends mostly on the client and the circumstances. A real corporate film has a natural minimum of about three to four weeks; most take longer, and shorter only happens with a hard deadline.

After the briefing we develop a first concept and refine it in one to three feedback rounds. Feedback sometimes comes within a day, sometimes after one or two weeks – for example when several people in the company need to approve.

Conditions for the shoot

Shoots can also depend on your operations: filming in a production hall may only be possible when a certain order is running, or once a new machine is installed. So a corporate film can be finished in four weeks – or take four months or more.

Video production – when is 3D animation worth it, and when is a live-action shoot better?

This is one of the questions we discuss most often with clients. We take the time to help you decide which medium explains your message or promotes your product best.

Strengths of 3D animation

Animation can make complex topics easy to understand, using metaphors and humour – showing “the tip of the iceberg” live would be difficult and expensive. 3D can reveal moving parts and details of a product that a camera cannot, and you do not need actors on set, only a voice-over. For technical products 3D is especially strong, both in explainer videos and in product videos that highlight quality.

For non-technical topics 2D animation remains popular: it is faster, more affordable and easy to follow. More and more productions combine 2D and 3D.

Strengths of live action

Live-action video feels authentic – it is closest to human experience and can create strong emotions. It usually needs a bigger budget and later changes are harder. Which option suits you best depends on your context and goals; we are happy to advise.