Monday, August 27, 2018

"These days, ANYONE can make their own video!" But should they?

Obviously, as a professional who makes their living producing videos, I would disagree with the headline statement on this blog post.  Any many would assume it's because...well...I make my living producing videos.  According to Hubspot, "Where both video and text are available on the same page, 72% of people would rather use video to learn about a product or service."  I would add, that video is only as effective as you make it.

So. This post is designed to provide a new perspective on the difference between DIY, and what I (and most other video professionals!) can bring to the table.

1.  QUALITY IS KEY.  Producers do this for a LIVING. Every day.  Years of experience have helped them anticipate challenges that you might not think of.  They know what works, and what doesn't.  They also have access to higher quality equipment and resources that you may not be aware of, since it's not your normal world.

2. BE THE CONTENT EXPERT, NOT THE VIDEO EXPERT.  Your video production team needs YOU to ensure that the message is accurate. They will worry about the lighting, graphics, compression, etc.  But the message can make or break the video, and if it's YOUR message, shouldn't YOU be in charge of that?  Your production team can look at the project and let you know if they might suggest a way to clarify the scripting, or if you missed something in the message that they assumed was clear or apparent.

3.  EXPECT THE UNEXPECTED.  Often times, in the process, it might be decided that graphics, or a narrator, or stock imagery might be needed to improve the video, or make the message more dynamic or clear.  This is common, and you may find that a road bump could easily prevent your video from being made or finished on time.  Professionals are trained to handle these last minute changes or decisions, and also can advise on how the change might affect the budget, as well as offer an alternative you may not have thought of, so that the project can stay within budget.

4.  IT'S NOT AS EASY AS IT LOOKS.  Just because the tools are available and more attainable, that doesn't mean that the process will be easier.  In fact, the myriad of customization options and tools can leave someone even more confused!  And understanding how the production process flows together is critical to ensuring that you're using the "right tool for the right job".

Video does a great job in engaging with customers, generating brand awareness, and clarifying messages.  But if the audio is poor, the lighting is the wrong color, or the editing not done thoughtfully and purposefully, you'll lose your audience.

And what's the point of making a video if people don't want to watch it?  Or if they are so distracted by the poor production quality that they're missing the point of what you're trying to do or say?

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