| Courtney Compton 
2016 has been heralded by many marketing experts as the Year of Video, and it’s no wonder as video not only creates an engaging, personal experience, it also converts customers. According to think with Google, 40% of customers visited a store or website as a result of seeing branded video on their smartphones. However, here's something else to remember: The average adult's attention span is eight seconds. Your video needs to get your audience's attention quickly; otherwise, it won't get it at all. Hold onto your audience by dedicating time and planning to your video. "Too often companies are interested in creating content without proper consideration of where it will be discovered and viewed," writes Laura Garnett, Supervising Producer at MultiVu, in our Video Production Boot Camp. You don't have to do all the heavy lifting yourself, though. You can find a partner to help you brainstorm, create, and share your video content. "Going out of house gets you new ideas, people who look at the information you're trying to impart with a fresh take, giving it a new look and feel," Laura explains. I recently sat down with her to discuss MultiVu's latest PR Daily and Hermes Creative awards and asked what it takes to find a winning video production partner. Here are her four tips. Understand how the video fits into your overall marketing program. Before you start your search for a video production partner, think through what you want your video to accomplish. This knowledge will make it easier to identify who will get you there. Look for a video production company that offers the sensibility and experience to help you take smart risks. "Make sure that they have the ability to think creatively, whether it's in regards to budget or to the concept and idea," recommends Laura. 
Quality – and quantity – of resources is important. You need to partner with someone who can provide enough resources for your specific project's needs – whether that's brainstorming, storyboarding, creation, distribution, or all of the above. "Video production companies are experts in the field, and they usually have teams of people and multiple departments within the company to work on any given project," Laura says. Each person should offer in-depth, unique expertise that will make your content shine brighter. Ask about turnaround time. Most videos are one piece of a much larger campaign; keeping on deadline is a must. Speak with potential video partners to get a feel for their process and how long it takes to ideate, create and return the video to you. You want a streamlined process and someone who has the time to dedicate to your project. "Working with a company like MultiVu is a great idea because we can turn it around very quickly as we are a team of producers, designers, editors and creatives," Laura says. Don't focus solely on numbers. Your video will be a reflection of your brand; you need it to be high-quality. "I think the devil is in the details in production," Laura notes. "Look beyond cost and think about the whole company you will be partnering with." "At the end of the day, you're creating a creative piece of work, so you should make sure you get those people on the phone and talk to them. See how they think, make them work to get the business by doing more than just giving you the lowest price." Learn more about the different ways a video partner can help by downloading our brand-new Video Production Bootcamp. This guide offers checklists, a glossary and other behind-the-scenes intel that’ll make your multichannel video campaigns a success. Author Courtney Compton is a business development representative and social media ambassador at PR Newswire. Follow her on Twitter at @CourtCompton13 and @PRNenv for environmentally-focused news. You can also connect with her on LinkedIn. | 
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