Dear Labby: I want some videos for my veterinary practice. Where do I start?

When it comes to contracting out a videographer for your practice, you’re probably going to shell out some kibble—think quotes anywhere from $500-$50,000. The video production world is filled with different types of “video production” from your friend with a camera to a cinematic studio with a staff of 20, and knowing exactly the purpose of the video will help you focus your direction. Similarly, you want to lay out your expectations with your new paw-ducer, as knowing what you want can help set your budget and manage expectations. 

But how do you go about doing that? For more insight, I pawed at Connor Dunwoodie, an Emmy-winning videographer who also serves as AAHA’s Senior Content Manager. He retrieved some excellent tips from his production days that are sure to help your content shine as bright as my coat after a bath! 

Identify where the content will live 

You don’t want to send your content to the dog house, right? So make sure it has a predetermined home before you produce it! Are you planning on running this on your local TV station? Or if this something that’s going on social media? Identifying your target paw-dience and determining where the video will be primarily viewed will help narrow down the specifics.  

A super fancy high-end video might get compressed on a platform such as YouTube (mmmmmmm, tube socks). If you’re thinking about a vertical reel for Instagram or TikTok, the video might even perform better if you’re filming on an iPhone *(howls for professional videographers like Connor with multiple cameras)*. But if you’re going for a super professional look and feel, and maybe something for your local TV station, having an actual camera with professional editing will likely yield better results.   

Get multiple quotes – and look for past work 

The proof is in the pudding, and if last Christmas taught me anything, pudding can be delicious (even if mom wasn’t very happy with my food fetching adventure)! Luckily, if you’re licking your chops for quality content, most video producers, from individual freelancers to companies have a what’s called a “reel” (not to be confused with an Instagram reel), which is a professional portfolio of recent video work. Seeing those reels can help you narrow down how much you’re willing to pay, and for what. It also gives you a feel for the videographer’s unique style and helps you figure out if their puddi—I mean videos are to your taste! You can find videographers near you by sniffing around on the internet, searching on social media, or even asking your team if they know of anyone (there’s a good chance they do)!

And, in Christmas feasts and in life, there are always red flags to avoid (I’m looking at you, turkey bones!) 

 Build out an RFP if needed 

If you’re looking for a Really Friendly Pup, you’re in the right place! But, when you’re vetting videographers, you need a different kind of RFP. A request for proposal is a document outlining what you need, the estimated budget you have, and what all deliverables are needed. Things to include are:  

• Your budget: What price range are you hoping to fall in?  Are we talking a routine vet exam or major surgery? 
• What you’re looking for (number of videos, how long, use of videos, etc.) 
• Timeline: When do you need the videos done?  
• Communication: Who will the video team be primarily working with? Remember, a yappy customer is a happy customer! 
• Speaking of which, who’s barking on screen? Do you need a teleprompter? Are you just going to wing it?  
• Do you need music – if so, will you have the contractor obtain the license to use it? (I know some Huskies with pipes, just saying!)   

Share the vision, listen to feedback, but be sure you have the ultimate say at the end of the day 

I won’t lie, I can certainly bark up the wrong tree at times. That’s why it’s important to trust the process and understand that, from the videographer side of things, sometimes, they have the better ideas. Just the truth of it – they’ve been in the industry, sometimes for decades and know how well something will perform on a certain platform.  

But that doesn’t mean you just roll over and take what’s given to you. Despite the fact that your videographer has probably been in the business for hundreds of dog years, in video production the client is always right. You’re pawing up some serious cash for these services; the video should look exactly how you want it to. But I’ll always say, asking the videographer for their recommendations is like adding an extra scoop of kibble—it can help make a good video great (*drool*).   

Last but not least, make sure that on the day of the video shoot, the people who are working are OK with being on camera. Some pups are camera shy, and you don’t want them to have their tails between their legs on screen! Additionally, make sure you’ve got someone present with the videographer, helping them from location to location as you shoot video. Make it known what types of shots are “off limits” (like that Christmas pudding) or what ideas you have that you’d love to get a shot of.  

And while you’re sniffing out the newest member of your content pack, I’ll be counting down the days to this year’s forbidden pudding—and maybe finding a video-paw-grapher of my own to convince mom to let me chow down this year. And that’s the power of video—whether you use it persuasively, informatively, or just for fun content, a good videographer can get your message across like no other. Now, that’s a good pup! 

Photo Credit: Chalabala via iStock/Getty Images Plus

Disclaimer: Trends™ content is meant to inform, educate, and inspire by providing an array of diverse viewpoints. Any content published should not be viewed as an official stance, position, or endorsement by the American Animal Hospital Association (AAHA) or its Board of Directors.