Lately I’ve come across statements claiming that multimedia content for online marketing videos can be created by just about anyone, using a regular video camera and some easy-to-use software. Without a doubt, some companies can successfully deliver certain messages using basic video editing programs and equipment, but is the do-it-yourself approach right for your business?
First, let’s acknowledge the obvious benefit of making your marketing video in-house: filming a quick demo yourself won’t take up the same amount of resources hiring a professional would. In addition to keeping costs low, it also might speed up the process since you will have total control over the pace of the project, which adds to the appeal of forgoing professional video production services. Some even claim that the homemade quality of a promotional web video adds credibility to its message and makes the audience more likely to receive it without the conditioned, often negative response that traditional media evokes. But does this simplified video production process work for everyone and does it deliver the results decision makers hope for?
Some non-profits, for example, are almost expected to operate on a tight budget, so they have the luxury of not having to worry about the quality of their camera or their video editor’s skill level. There are probably a few other types of organizations that can get away with lower quality video presentation. The rest of us may or may not be so lucky, but before you decide which group you belong to, you need to carefully evaluate your position.
Understand that a web video or a demo reflects your own sense of quality and establishes your status. What type of image do you want associated with your company and who exactly are you trying to impress? A professionally made video, that (hopefully) reflects sophisticated skill and vision of the production team, can help you create a solid image to compliment your brand, and is therefore a worthy investment that can go a long way.
Success is attractive. It’s a magnet for more success. Hiring a team of professionals to work on your web video or product demo can have a huge influence on how your company is perceived by the public. By the way, perceived success works just as well as actual success, as long as you can back it up –you know what you bring to the table is valuable and you stay in business for the right reasons. A high quality video presentation of any kind demonstrates your resourcefulness and taste and has the potential to establish your company as a legitimate and substantial force in the market. Put simply, people are likely to take you seriously.
Low-budget video production may save your bucks today, but tomorrow it can cost you some potential business. On the other hand, spending thousands of dollars on a video marketing campaign that fails to make your company stand out is just as unreasonable. So choose your video producer carefully. Anyone can pick up a camera and press “Rec” (some can even manage to convince you to pay for it), but bringing innovation to the process and producing results that reflect talent, creativity, and technical skill is something a few can accomplish.
Marketing videos are a great way to increase brand awareness, but before you decide to join the popular trend and add your own video to the stream of online marketing multimedia, I suggest you evaluate your decision carefully. Just because you can, doesn’t mean you should, so just because web videos are becoming popular (and “but all the cool kids are doing it”), doesn’t mean you get points for trying. Participation alone can actually do the opposite of earning you credit. Not that I’m trying to discourage participation. Making use of new tools and ways to market your business is essential to staying competitive and relevant, but adding video content to your marketing strategy is worth your time only if it’s done right.
Questions to ask yourself before you make a decision:
What type of video presentation are my ideal clients expecting from my company? Will the level of quality of my company’s presentations meet/exceed these expectations? What type of video presentation makes sense for a company like mine (consider its caliber) and, more importantly, for the kind of company it strives to be? What kind of image does my company need to have in order to get the attention of our target customers and earn their confidence and, subsequently, their business? Can the videographer I hire offer fresh ideas and unique approach to make my company’s online videos stand out among competition? Etc.
By Tatyana Vinogradova
Marketing Communication Manager
SilkMotion Studios
www.silkmotion.com
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How I Lost Thirty Pounds in Thirty Days (14 years ago)
Hi, nice post. I have been thinking about this issue,so thanks for writing. I’ll definitely be coming back to your site.
business videos (14 years ago)
I totally agreed with you business videos are very important and more effective for online marketing and client’s satisfaction, thanks for sharing this kind of information.