Creating a video has never been more accessible for brands of all sizes. Unfortunately, this accessibility is part of the problem. People assume that, because it is more accessible, that means it is easy. Many businesses are working on false information when it comes to what they should do for their next video.
Lie #1: Let’s have the intern create our video!
Just because millennials have grown up with the technology, it doesn’t make them an expert at anything. Yet, I still hear business owners say, “Well, my neighbor’s kid can do it,” or, “We just brought on an intern and I am sure they can make our company video.”
These statements show a lack of understanding of the power of online video and the knowledge it takes to create a compelling story. It also shows a lack of understanding about the strategy that goes into video marketing. With 300 hours of video uploaded to YouTube every minute, it isn’t enough to just create a video. A video needs to be compelling and it needs a plan for how people will watch it.
Lie #2: It doesn’t need to be professional. We just need a video.
If your video doesn’t take your audience’s needs into consideration, how do you expect it to work for your company? While it is true that people will watch a poorly produced video if the video is compelling or if it solves a problem they are having, it is better to have a video that does those things and represents your business well.
I have had more than one CEO say to me, “I see a lot of low-quality videos on YouTube with a million views.” This is true but how many of those videos were created by a brand, big or small? The answer is very few to none. User generated content can look amateur because there isn’t any expectation of quality.
However, if you’re a business known for quality, you need to meet your audience’s expectations. If you are known for your low prices or work from home, your video can reflect that, if that is what you want. I’ll say it again. If you are known for quality and professionalism, your video should reflect that.
Live video, Instagram, and Snapchat don’t necessary require a high production value and can be done inexpensively. You’ll need creative ideas and a strategy for how you will continually engage your viewers. If production value didn’t matter, YouTube wouldn’t spend so much time and money trying to teach creators how to make better videos.
There are many levels of production value. You need to find the right one for your project. Many production companies can have several various levels of video production. Everything from a guy who shows up with a camera to a big crew that will make your video look like a Super Bowl commercial. You need to get advice on how you can best use your budget to get a video that matches your brand.
You can spend tens of thousands on a high-quality video and it can be just as ineffective as a cell phone video. At the end of the day, it’s all about content. You need to create a compelling story with imagery that connects with the viewer. This can be done with simple production values. As long as you are careful in what you put on the screen.
Lie #3: We will make an animated video. They are cheap to make.
Animated videos are very difficult to make because you are creating something from nothing. It’s the difference between taking a photo of a desk and thinking up a desk design, then choosing the right colors for the desk and the surrounding room. Animation of any type is very time-consuming and takes skill.
Animation, unlike video with real people, can be outsourced to other countries. There are companies that will create an animated video for next to nothing because their business model is based on volume. This has led to the market being flooded with cheap explainer videos that all look alike. Making this type of video less popular in the viewer’s eyes. This has all but killed the whiteboard video for viewers, especially for those under the age of 35.
Animated videos don’t convert as well as videos with real people. People connect with real people. That doesn’t mean that animation doesn’t have its place. It is great for explaining ideas and hard to explain concepts.
Have questions? Let me know in the comments below.