Producing Video to Boost Your Brand

Posted by Steve Wattenmaker on June 2, 2015 at 10:44 AM

We live today immersed a shared-video world. Every minutarlington-tv-studioe a hundred hours of video are uploaded to YouTube. Not to mention FaceBook and other social media sites. Not to mention the videos stored locally on a billion mobile devices, camcorders, and hard drives.

In theory, small businesses, associations, law firms, advocacy groups, and government embrace video as a tool to advance their agendas or sell their products. In practice the picture gets murky. Too often organizations utilize video as an after-thought. They pay scant attention to the quality of the video they post. They assume that – since everything is smartphone video these days – nobody cares how the video looks and sounds.

Experts in video production – including marketers who strive to produce videos that go viral – explain that while video content can be pitched toward the spontaneous and informal, the production that delivers that content needs to be sophisticated. In other words, aim for authenticity in what you say and good production values in how you say it.

Yes! MediaWorks, a Boston video company, posted an informative blog on this topic. The blogger’s main points were:

  • We live in a fast-and-furious visual world. For example, studies have demonstrated that people decide whether they like a website in one-twentieth of a second – faster than the blink of an eye! People make the same snap judgment when it comes to video.
  • If a prospect or constituent finds your video has poor production values (scratchy audio, poor lighting, etc.), she or he makes an immediate judgment about your organization: you are small, you have no budget for marketing, you may be unprofessional or sloppy in other things you do.
  • Don’t despair. Here are the tips:

o   Choose quality over quantity. Commission a few professional videos for your most important customer-facing interactions – introducing your organization via your home page, the first email you send out in response to inquiries, a description of your key issue, service, or product. Wherever maximum impact is critical.

o   Make a modest investment in equipment and training to produce acceptable in-house video for less critical interactions, e.g., to accompany a blog post.

o   Develop a long-term relationship with a professional video production company who offers the flexibility to work with you based on your needs, not their need to up-sell. For example, a discounted rate to professionally edit video that you shot in-house.

In our video-saturated world where smartphone video is the coin of the realm, you can stand out simply by ensuring not only that your message is compelling, but sound great and looks sharp.