To a certain extent, in 2022 most people are videographers, or at least they think they are! The fact we walk through life with a high quality camera immediately accessible via the smartphones in our pockets means we all have the tools necessary to shoot Standard-definition (SD), High-definition (HD) and even slow motion video footage, anywhere, anytime.
For that reason, we have moved on significantly from the days where video production was shrouded in mystery, requiring complex camera work using large, unwieldy and expensive equipment, as well as an understanding of how to use niche editing software. Technically, in the modern world most people can at least ‘have a go’ at creating videos.
That’s because today’s phones make it so easy to capture video footage that you automatically understand how to do it. Even taking the next step and investing in a DSLR video camera doesn’t require too much knowledge or experience to create some form of video content.
However, just because you can do something doesn’t necessarily mean you should. While switching on your smartphone’s camera might appear to be the most complicated aspect of creating promotional video content for your business, in reality there is a lot more to it than that.
Here, we reveal the top six reasons to resist the urge to make DIY corporate videos, in the absence of an experienced video content producer as part of your in-house team.
The numbers don’t lie!
Multiple surveys conducted around the world demonstrate how the use of video content in marketing collateral, on websites and for social media, is highly likely to result in audience engagement and action. Therefore, it’s little wonder that in 2021 86 per cent of businesses incorporated some kind of video content into their marketing strategies.
It’s therefore crucial that you don’t miss out on the full benefits associated with producing engaging video content by publishing something that’s subpar in terms of quality.
Quality video content: it’s all in the detail
Before the ‘lights, camera, action’ stage of actually filming your video, there needs to be a significant period of preparation. Consideration should be given to an entire laundry list of details including location, crew, talent, scripting, insurance, schedules and more. And for each of those details there exists a plethora of options, each more appropriate for some types of video content than others.
Decisions need to be made not only around the technical aspects of video production, but also ensuring the right content, style and tone to suit your brand and audience, and meet the objectives that prompted the decision to create the video in the first place.
Let’s consider one example – casting talent. The on-camera presence of one individual is likely to be entirely different to the next. And while the uninitiated might not have the skills or experience to help them decide which actor, presenter, voice-over artist or spokesperson is the right fit for your video, an experienced producer will be able to make these decisions instinctively.
Read more: How to Create A Great Video Production Brief
Owning camera equipment doesn’t make you a professional producer
Even if you invest in a full kit of all the latest professional video production gear and learn how to operate it, successfully producing an amazing, slick piece of content is about so much more than simply owning the right technology. You need to know when a certain piece of equipment should be used to capture a particular moment for maximum impact. It also doesn’t make you an expert in how to motivate and direct those in front of the camera to get the best out of them.
Video equipment is simply a tool, best operated under the instruction of a professional producer with a deep knowledge and understanding of how it should be used to create the most polished end result, and showcase your product or service in the best way.
Great video editing requires more than just downloading the software
Beyond the actual shooting of the raw video footage, there is a whole other set of considerations to make during the edit. The temptation could be to download a freely available editing app or online software platform, and teach yourself how to use it.
However, experienced professional editors have invaluable instincts that ensure they remain mindful of things like rhythm, timing, transitions and audio mastering. These instincts are developed through many years of learning from their efforts, mistakes, failures and successes.
Therefore, when you engage the support of a quality editor, you are not doing so based on their access to and ability to use editing software, but rather the years of experience which underpins their ability to edit raw footage into a truly powerful marketing video.
Your time would be better spent offering the insights only you can bring
So, you’ve come up with a great concept for a funny, informative or emotive piece. Now you need to consider why you’re doing it.
What is the purpose of the video? What are the key messages you want to communicate? How do you want the audience to feel after watching it? And what action do you want viewers to take?
These are questions only you can answer. You live and breathe your business. You know the products and services you offer inside out, and are passionate about the benefits.
Therefore, providing your unique insights to a professional corporate video production company is where your focus would be best spent, rather than managing the nitty gritty of the many complex, time-consuming production processes associated with the creation of great videos.
Related: Top 7 Benefits of Corporate Video Production
Doing it yourself risks damaging your brand’s reputation, and losing money in the long run
Of course, it’s natural to think, “We can save the money by doing it ourselves!” But the reality is without access to in-house expertise in the management of the many elements that go into the production of an impressive piece of video content, you’ll end up with a subpar product.
At this stage you’re faced with three options. The first is to trash the video altogether, despite the time and resources you have invested in its creation.
The second is to publish the content regardless and hope for the best. But the truth is that a poorly put together video is not a great look, and can be embarrassing (or even damaging!) to your brand. At the very least, it’s likely not to yield the response and results you were hoping for, especially when presented alongside the abundance of super-slick video content already populating the internet.
Option number three is to hire a professional video production team to take the footage and re-tool it. Going down this route means you’ve wasted your own valuable time and resources, and effectively paid twice for the production of one piece of content.
To be clear, this article isn’t about convincing you to spend unnecessary money by paying a professional video production services team to produce the same outcomes you could achieve in-house. It’s about making you aware of the pitfalls often associated with a DIY approach, and ensuring your vision is executed in a way that will see your brand create a positive impact amongst your target customers.
These tips have been developed to ensure you don’t risk losing out on the potential to increase interest in your products and services because your video doesn’t stack up against those of your competitors.
Fancy a chat? If you have further questions, or would like to explore how using a professional production company can be of benefit to your organisation, call the team at WeMOV – one of the best providers of full service corporate video production Melbourne has to offer.
