I listened to a speaker talking in a presentation to business leaders recently and he said that video is a significant contribution to the purchasing decision of people browsing your website (we agree with him on that) but he then produced a pocket video camera and said it’s so easy. “Point, shoot and upload to YouTube and don’t worry about the quality”.
Well to be fair to him video is not his specialism so he wouldn’t know what he is talking about but it still amazed me. Those in the room who will soak up ideas to help them generate business are going to learn some unnecessary lessons if they follow his lead.
Of course the quality can matter. What he should have said is depending on your business proposition and brand it might not matter but give it careful thought.
Video, being both a visual and audible medium will be a representation of the voice, character and personality of your brand. Your brand is all the experiences gained from everything you do and say to your audience, good or bad.
If your brand is knowledge and quality is not an important aspect then sure, go ahead and deliver your knowledge through a video without thought to how it looks or sounds. But if your brand is about quality service, quality products, quality innovation etc then don’t make the expensive mistake of damaging the perception of your quality brand by presenting a poor quality video.
As you can see from the tips we provide, we have no issue with companies having a go at making their own video. If quality matters to you then you either need to invest in good quality equipment and be realistic about what you can achieve. Otherwise you need to hire a professional production company who will deliver a quality production for you.
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