January 31, 2022 Ed MacDonald

Video Production: Expectations vs. Reality

Thanks to the global pandemic, you have a bigger audience for your marketing videos, according to Hubspot. Over 65 percent of people claim the pandemic has changed how much video content they’re watching.

Moreover, 87 percent of marketers who use video said it gives them a great ROI. Roughly eight in 10 marketers report that video directly impacts company sales.

But it’s important to brace yourself when you get involved in video production. There can be a big gap between expectations and reality. Here’s why.

Expectations vs reality and video production

While you should never go into production without a solid plan, often things won’t follow your preproduction schedule. And you’ll need to go with the flow and be flexible. There are variables with a video production that are uncontrollable. Here are some of the challenges your crew could face during the video production process.


All the planning in the world can’t promise nature will cooperate when it comes time to shoot your video. We all know how unpredictable weather can be, so you’ll need to be flexible and have a backup plan to avoid wasting time and money. If you find yourself trying to shoot outside in the middle of a rain or snowstorm, you may need to move production inside for the day. Alternatively, if your crew is equipped, you can throw up some tarps, tents, and umbrellas and keep going. During preproduction, be sure to make contingency plans for your video production team so they can keep working no matter what Mother Nature brings.


During preproduction, it is vital to scout locations with an adequate supply of power for all the equipment you’ll need. Unfortunately, that’s not always the case. Sometimes power supply gets overlooked in the excitement of video production. Other times your ideal location lacks enough power supply, but you want to shoot there anyway. It’s also important to remember that if your site has the right amount of power supply for your video production, things can still go wrong. You can trip a breaker, or there could be a power outage just after you’ve set up. The best way to handle this is to be prepared for anything. Find a video production company that knows the area and is creative enough to be versatile when needed.


Depending on where you want to shoot your video, parking for your team could be a big issue. You’ll need to have enough space for vehicles, trucks and any other mobilized units you’ll need for the video production. During pre-production, make a parking plan and identify where your team can leave their vehicles. Don’t assume there will be enough spots for everyone. Rather, contact parking lot operators to get their cooperation. You may even need to apply for some municipal permits, and you’ll want to do that early. Consider creative options to the parking dilemma, such as using a shuttle to get your crew back and forth from a large parking lot to the shooting location.


Communication troubles between you and your video production team will inevitably mean you won’t get the video you expected. It’s crucial that you establish a good rapport with your video production company before shooting. Don’t be afraid to ask questions or be curious about the video production process. A good production company will invite you to be part of it and be open about any limitations that could impact your video production. Establishing good communication can lead to a successful working relationship and give you a good understanding of the realities of video production.


Wherever you are shooting your video production, you’ll need to have a plan in place to handle emergencies or injuries. When accidents happen, they can easily disrupt your production plan. You should check that your video production professionals have a safety plan in place and that it has been clearly communicated to key players on set. This may include having First Aid kits easily accessible on location or designated areas where emergencies can be treated.


Many clients unfamiliar with the video production process have unrealistic expectations of how long it can take to complete production. There may need to be a lot of setup and tear-down time involved in video production. While it really depends on how much equipment you’re using for the production, it can take several hours to set everything up and take everything down again. This needs to be worked into the video production schedule to reflect the reality of what clients should expect.

Gear issues

It’s not unusual to get to a location and set up only to discover a problem with the camera or gear. Sometimes it is a technical issue such as an uncharged battery, and other times it’s because the crew is not familiar with the gear they’ve been given to work with for the video production. To prevent this from slowing down your production, ask your video production professionals what equipment they work with and how long they’ve had that equipment. A good video production company will be knowledgeable and experienced with their equipment. You can also ask them how they handle gear issues while on set. Some teams have solid backup plans, while other video production companies are unprepared for these potential setbacks.

Budget limitations

Video production can get expensive, but you can still get quality videos even with budget limitations. Be upfront with your video production company about the budget. You may need to adjust your expectations and rely more on royalty-free content. But with a skilled team, you’ll still end up with a video production you can be proud of. Discuss cost and alternative ways of creating your story with your team. Be open to their ideas and suggestions as they may have some insight and ideas that you have not considered.

Video should be an essential part of your brand-building. When you need a video production company that can deliver, contact Dan Rascal.