The following is a guest post by Tiffany Rowe. Tiffany is a Marketing Administrator at Seek Visibility, where she assists clients in contributing resourceful content throughout the web.
Now that nearly every social site has integrated video in a practical way, social media users have come to rely on video posts for their information and marketing materials; plain text posts have largely become outdated and boring. Online video can propel your brand and business to the next level, earning you fantastic visibility and increasing your consumer audience by droves.
Knowing this, thousands of tightfisted business owners have taken it upon themselves to write and produce their online video content – and you might be considering doing the same thing. You might think: “Quality cameras aren’t that expensive,” and “I can find editing software online for free.” Unfortunately, not having a video is better than a bad video, and you should rethink your DIY video idea before you make a catastrophic mistake.
What Video Quality Says About Your Brand
Unless you are chasing a consumer market that cares about product price and nothing else – and if you are, you probably shouldn’t worry about video marketing – you are likely concerned about the quality of your products. These days, consumers are more than willing to pay extra for high-quality goods and services, which means companies are spending more on design and materials (or employee training) to ensure their products are top notch. Yet, it doesn’t matter what efforts you exert in producing high-quality goods and services if your marketing materials make your company look cheap and substandard.
A bad video – whether it is bad in terms of definition, writing, acting, or overall quality – hurts your brand. Your message, however positive it may be, is obscured by the off-putting elements of the video. The message then becomes that your company isn’t concerned about its image, so target consumers tend to believe your company won’t care about them. Conversely, a good video tells a heartening story about your brand, convincing consumers to support your business and buy products. And ultimately, good video requires video production agencies.
Good Video Requires Time and Expertise
Yes, professional-looking videos, including a bevy of music videos and even a Sundance-worthy indie film, have been shot using readily available technology, like smartphones. However, it is important to note that behind those phones were teams of professional video producers, directors, writers, and more. You should feel free to use low-quality tech to film your business video – if you have the expertise to back it up.
Not only are video production companies armed with better video-capturing and -editing tech than your average phone, but each member of a video team has years of experience with individual elements of production. When you contract a business video, you are gaining the benefits of lighting specialists, sound engineers, cinematographers, and perhaps script writers and social media gurus, too. No matter how many blogs you read about DIY business video content, you will never gain the level of mastery that professional video producers claim. Instead of risking your hard-earned brand image with a shoddy video, you should invest in the time and expertise available through production companies.
Elements of an Excellent Video
No good video is produced in an hour. Just as a piece of written content should be several days in the making, your video will require weeks of planning and producing before it is ready for publication online. The reason high-quality video takes so much time is that there are several elements necessary to make a video watchable and sharable.
Though you should work alongside a video production company, it helps if you already have an idea of what your video will look like. Knowing the following effective elements of good video will help you envision the high-quality video that will elevate your brand to the next level.
- Relevance. Audiences will slide by videos that aren’t pertinent to them. Your video needs to be significant to your audience, in one way or another, while being relevant to your brand.
- Resonance. Storytelling is perhaps the hottest trend in marketing video because it manipulates audiences’ emotions. Your video should use joy, sadness, anger, and other emotions to your benefit.
- Searchability. If consumers cannot locate your video, you lose impact. Your video should be easy to find, share, and engage with.
- Brevity. Few web users have the time or patience to sit through a two-minute clip, let alone a 10-minute short film. Your video should get to the point quickly.