What are the top 5 questions to ask about Video Production for Financial Services?

29 min read

Top 5 questions when commissioning a video production for finance firm, including capital markets, private credit and asset management firms.

The world of financial services fast-paced, complex and highly sophisticated. For capital market, asset management and private credit firms, video content has emerged as a powerful tool to communicate complex information in an engaging and digestible format.

This article provides valuable insights into the most effective types of video content, how to ensure alignment with a firm’s marketing and investor relations strategy, the typical timeline for producing high-quality corporate videos, factors influencing the cost of video production, and the current trends in video marketing for high-value financial services.

Within the article we explore following five questions that we believe anyone commissioning video production for a finance brand should ask:

  1. What types of video content are most effective for Capital Markets, Asset Management, and Private Credit firms?
  2. How do you ensure video content aligns with a firm’s marketing and investor relations strategy?
  3. What is the typical timeline for producing a high-quality corporate video?
  4. What factors influence the cost of video production for financial institutions?
  5. What are the current trends in video marketing for high-value financial services?

By addressing these questions, financial institutions can leverage video content to enhance their communication strategies, engage their audience, and ultimately drive business success.

1. What types of video content are most effective for Capital Markets, Asset Management, and Private Credit firms?

For those operating outside the financial services sector – investors, companies in search of funding – the language of capital markets, asset management, and private credit firms is complex. Video content is an effective communication tool, but it’s important to remember that different types of videos often serve different purposes.

For instance, live-action filming puts a face to the number, working well testimonials and interviews, animation is a strong option for timeline videos or annual reports, stock edits can bring case studies or strategies to life, while developing a motion brand identity ensures a firm’s unique identity is consistent and impactful across all digital touchpoints.

Below, we breakdown each video type in more detail:

Live-Action Filming:

    • Purpose: Ideal for conveying authenticity and building trust.
    • Best For: Partner interviews, strategy/fund explanations, performance summaries, market forecasts.
    • Example: A thought leadership piece featuring a candid conversation with your CEO or Senior Partners on the year’s outlook.


    • Purpose: Simplify complex information and add a touch of creativity.
    • Best For: Visualising growth (AUM, headcount), timelines, impactful data representation for web/social.
    • Example: A short, animated timeline video highlighting your firm’s key milestones and achievements over the past decade.

Stock Edits:

    • Purpose: Versatile and cost-effective, perfect for showcasing visuals when bespoke filming isn’t feasible.
    • Best For: AGM/Investor Day video invitations, fund spotlights, investment case studies.
    • Example: An informative explainer video using licensed footage to illustrate the success of a recent investment project.

Motion Branding:

    • Purpose: Elevate your brand’s visual identity across all platforms.
    • Best For: Creating a cohesive and recognisable brand experience through animated logos, name straps, icons, and consistent text animation.
    • Example: Your firm’s logo animating consistently across short social media content, in the banner of your website, and on screens in your office receptions around the world.

It is worth bearing in mind that the best financial services videos combine to two, three, or even all the video types listed above.

The collection of work below shows the wide range of styles that can be applied to financial service video productions.

2. How do you ensure video content aligns with a firm’s marketing and investor relations strategy?

Every piece of content, whether that is an email, social post or a creative video production, should link back to the firm’s culture.

Unless you have an in-house creative team who already knows the firm inside and out, you will need to work with an external video production company.

There are five key elements to consider when you commission a video agency to ensure the content aligns your firm’s brand, values, and strategy.

1. Choose a Video Agency with Proven Financial Sector Experience:

  • Don’t hesitate to ask for examples of their past work within your specific niche (capital markets, asset management, private credit).
  • Testimonials from other financial firms can offer valuable insights into the agency’s capabilities, professionalism and approach.

2. Embrace a Discovery Phase:

  • A reputable agency will want to immerse themselves in your firm’s unique story, history, strategies, and culture.
  • Be open to sharing information – this will help them craft video content that authentically reflects your brand.

3. Meet in Person (Especially if Filming is Involved):

  • Invite the agency to visit your offices. This allows them to get a feel for your environment, which can inform the look and feel of the video content.
  • A site recce is also crucial for planning filming logistics effectively.

4. Share Examples of Past Video Content (If Available):

  • Showing examples of what your firm considers good and bad communication helps the agency understand your preferences and expectations.
  • This can also spark creative ideas for new video content.

5. Stakeholder Engagement:

  • Whilst it might seem obvious, getting key senior stakeholders involved early in the video production process will ensure success.
  • Founders and CEOs often have their own perspective on how the company should be seen, and it’s crucial for them to feel listened to.

3.What is the typical timeline for producing a high-quality corporate video?

Understanding the production timeline for a high-quality corporate video is essential for effective planning and resource allocation. Timelines vary greatly, anything from 6 to 12 weeks. So much depends on the complexity of the project, how many creative assets are required, the logistics of filming and specific creative requirements.

Nevertheless, having a general idea of the process can help you understand what to expect and set realistic expectations.

Here’s a breakdown of the typical phases and estimated timeframes involved in creating a polished corporate video:

Pre-Production (2-4 Weeks):

  • Discovery Phase: Understanding your brand, meeting key stakeholders, competitor analysis. Creative brief writing.
  • Concept Development: Brainstorming ideas, crafting a compelling narrative, and aligning with your firm’s overall strategy.
  • Scriptwriting: Developing a script that effectively communicates your message and resonates with your audience.
  • Storyboarding: Visualising the video’s flow and identifying key scenes.
  • Pre-Production Planning: Finalising logistics, securing locations, casting talent (if applicable), and preparing equipment.

Production (1-5 Days):

  • Filming/Recording: Capturing live-action footage, interviews, or voiceovers.
  • Animation/Motion Graphics (If Applicable): Creating animated sequences or visual elements.

Post-Production (2-4 Weeks):

  • Editing: Assembling footage, adding music/sound effects, and refining the video’s structure.
  • Colour Grading: Enhancing the visual appeal and ensuring consistency.
  • Motion Graphics/Animation Refinement (If Applicable): Polishing any animated elements.
  • Final Review and Approval: Gathering feedback and making necessary adjustments.

Important Considerations:

  • Complexity: Videos with extensive live-action filming, multiple locations, or complex animations will naturally take longer to produce.
  • Client Responsiveness: Timely feedback and approvals from your team are crucial for keeping the project on track. Look for video production agencies that use tools like Vimeo Pro or Frame.io to streamline the video review process.
  • Unexpected Delays: Allow some flexibility in the timeline for unforeseen circumstances.

Key Takeaways:

  • Production Schedule: Plan for a total timeline of approximately 6-12 weeks for a typical corporate video project.
  • Project Management: Clear communication and collaboration between your firm and the video agency are essential for smooth execution.
  • Timely Delivery: Establish a realistic timeline upfront and maintain open communication to ensure your video is ready when you need it.

Do you need an experienced, professional video production agency?

Our team has helped several financial service firms bring their strategy, values, and culture to life.

Find out more by booking a meeting.

4. What factors influence the cost of video production for financial institutions?

Investing in high-quality video content is a strategic move for financial institutions. However, understanding the factors that influence production costs is key to budgeting effectively and ensuring a return on your investment. As a general guideline, expect to invest around £7,000-£10,000 for 60 seconds of premium animation or £15,000-£25,000 for 2-5 minutes of live-action filming.

Several key factors come into play when determining the cost of video production for your firm:

1. Type of Video:

  • Live-Action: High-quality live-action production can be more expensive because of the need for professional crews, equipment, and potentially location fees.
  • Animation: Animation costs can vary significantly depending on the complexity of the style (2D, 3D, character animation) and the amount of design work required.

2. The Creative Triangle (Quality, Cost, Timescale):

  • Quality: Financial institutions typically require a premium look and feel for their videos, which demands investment in all aspects of production.
  • Cost: Budgets can vary widely depending on the scope and complexity of the project.
  • Timescale: Rushed projects or tight deadlines often require additional resources, which can drive up costs.

3. The Brief and Scope:

  • Complexity: More complex briefs requiring detailed concept development, multiple assets for different platforms, or extensive creative work will naturally be more expensive.
  • Deliverables: The number and type of final video assets (e.g., different versions for social media, website, presentations) impact the overall cost.

4. Production Costs:

  • Live-Action: Costs include crew fees, equipment rentals, location fees, talent fees (if applicable), and post-production expenses.
  • Animation: Costs primarily involve design and animation time, voiceover talent fees, and any licensing fees for music or sound effects.

Key Takeaways:

  • Budget Planning: Be realistic about your budget and the level of quality you expect.
  • Cost Efficiency: Discuss cost-saving options with your video agency, such as using stock footage or repurposing existing assets.
  • Value Proposition: Focus on the long-term value that high-quality video content can bring to your firm’s brand and marketing efforts.

AerCap, an asset management firm specialising in aircraft leasing, commissioned Content Creatures as the video production company for their new brand launch film commissioned us. This incorporated a mix of filming, motion design, animation and editing.

5. What are the current trends in video marketing for high-value financial services?

The financial services landscape is constantly developing, and video marketing trends are no exception. To remain competitive and effectively engage your target audience, it’s crucial to stay ahead of the curve.

Several key trends are shaping the way financial institutions leverage video content:

ESG and Investment Case Studies:

  • Focus: Showcasing a firm’s commitment to Environmental, Social, and Governance (ESG) principles and highlighting the positive impact of specific investments.
  • Format: Often documentary-style videos featuring interviews with stakeholders, impact reports, and on-the-ground footage.
  • Goal: Demonstrating responsible investing and attracting clients who prioritize sustainability.

Client Testimonial Films:

  • Focus: Leveraging the power of social proof by featuring authentic client stories and experiences.
  • Format: Typically, live-action interviews with satisfied clients discussing the value they’ve gained from the firm’s services.
  • Goal: Building credibility, trust, and fostering long-term relationships with clients.

Thought Leadership Videos with Social Edits for LinkedIn:

  • Focus: Positioning key executives as industry experts by sharing their insights and analysis on market trends and economic developments.
  • Format: Often shorter, engaging videos optimised for LinkedIn’s platform, with a focus on thought-provoking content.
  • Goal: Establishing the firm as a trusted source of information and attracting top talent.

Culture and Values Films:

  • Focus: Showcasing the firm’s unique culture, values, and people through behind-the-scenes footage, employee interviews, and philanthropic initiatives.
  • Format: Often documentary-style or narrative-driven videos that aim to humanize the brand.
  • Goal: Attracting like-minded clients and employees who resonate with the firm’s mission and values.

Timeline Animations or Results Films for Events/Lobby Screens:

  • Focus: Visually communicating complex financial data, performance metrics, and historical milestones in an engaging and informative way.
  • Format: Animated videos with dynamic graphics and voiceovers, designed to captivate audiences in a corporate setting.
  • Goal: Reinforcing the firm’s track record and expertise, leaving a lasting impression on visitors and stakeholders.

Key Takeaways:

  • Digital Engagement: Video is increasingly the preferred medium for consuming information online.
  • Thought Leadership: Establishing your firm as a thought leader through video content can attract and retain clients.
  • Market Trends: Staying abreast of emerging video trends ensures your firm remains relevant and competitive.

Some of our clients

TMF Group Colour Logo
hiscox colour logo
park square capital logo
man capital logo
aercap image logo
barclays colour logo

About Content Creatures

Since 2014, Content Creatures have created premium video content for financial services brands across the sector. We take pride in every project and our work for Hiscox, Hayfin and TMF Group is award-winning.

We offer a wide range of creative and video production services, including live-action filming, animation, editing and motion design. But we are more that video production agency, our experience means we understand the nuances of the finance market and professional approach means our clients feel supported and guided by a creative partner committed to going the extra mile.

If you have a project we can help with, please book a meeting using the panel halfway up the page, or contact us by using the button below.