I sang and played guitar in a band for a few years in the late 90’s, and I remember an ongoing argument I had with the bass player. You see, he felt that any talking we did between songs should be spontaneous, and he refused to practice these moments during our rehearsals. I, on the other hand, knew that we needed to practice ahead of time everything that would happen during our time on stage to make sure we put on the best show possible.
Along these same lines, I’m always amazed by people who have a lax attitude towards the quality of content that they post on social media channels—video in particular. I sometimes (thankfully not OFTEN) receive phone calls where a potential client will say they need a video, but “it doesn’t have to look or sound that good—we just really need to get a video on YouTube.”
When Pigs Fly
To me, that’s like saying, “Slap some lipstick on this pig and let’s go have ourselves a night on the town.” Poor quality video content can only serve to make your company look cheap and sloppy in the eyes of the viewer—your potential customers. It also sends the message that you don’t care enough about them to invest the time to create something to truly engage them.
And it certainly won’t encourage anyone to share your video with others!
One theory as to why this attitude is so prevalent is that social media content is seen as comparable to fast food—cheap and disposable. Some marketers simply meet the decidedly low level of video content quality that has been set by others.
Setting the Bar Higher
Look, not every social media video needs to be a blockbuster film. It doesn’t necessarily even need to be recorded on high-definition digital. I mean, you could actually use a cell phone to record a video. (But you really, REALLY shouldn’t!)
But good quality video content, created by someone who knows how to tell a story using all the elements that video offers, is vital to social media video success. Good quality video content is intentional. Yes, there will be those magical, spontaneous moments, but those are few and far between. And yes, you want your CEO or whoever is speaking in the video to come across as natural, but you also need to have SOME idea of what you want that person to say—and WHY you want them to say it.
The first step in developing good quality video content is to answer the question “Why are we making this video?” In other words, what are you trying to accomplish? What do you want the audience to know, think, feel or do after watching the video?
- Think: Consider a new idea, gain a new perspective on a company, form a new opinion about a product, etc.
- Know: Learn something new, get to know the CEO, understand the product better.
- Feel: Experience the need to purchase, the desire to donate, an urgency to take action, etc.
- Do: Go to the store NOW, call now, trust us for your __ needs, etc.
Another important point to remember is that with videos, you only have a short time to make a big impression. Words that people hear are less easy to digest than words they read, which is why it’s crucial to keep the number of messages to a minimum.
You will still see people having success in social media with poor quality video content for many years to come. But smart marketers know a better use of the company’s resources is to understand the purpose of the video, develop a message that is consistent through all of your social media efforts and to seek professional help to see that plan through.
Does your company have a story that is consistent through all of your social media efforts?