In today’s digital age video has become one of the most important tools of any brand or businesses marketing toolbox. Video can be used to tell stories, optimize social media activity, improve website SEO, and showcase a brand. In fact, more than 1/3 of all online activity is spent watching videos! The need to leverage video for social media and professional purposes often leads companies to be confused about what approach to take. Should they create a DIY (Do it yourself) video or hire a professional video production company?
DIY video production has become easier than it has ever been with improvements in technology, access to accessories, and the abundance of video editing mobile apps and software. Our mobile phones are now capable of shooting feature films or broadcast commercials; so it’s easy to believe that with minimal equipment, and nice camera, that a professional video is an easy task.
Before you decide on cutting costs by creating a video yourself, take the time to understand how the DIY approach can hurt your brand.
1. Bad Quality Video
Bad quality video is easy to spot by everyone, especially your target audience. It has almost become a reflex to easily differentiate a poor-quality video from a stunning video. If it looks bad or undesirable, viewers will quickly scroll past it. With a DIY approach, vertical video or bad lighting can ruin the whole production. Regardless of the technical aspect (whether its audio, lighting, audio visual composition, or overall aesthetic), it’s extremely important to consider these aspects when creating a DIY video. Your audience will remember if you have published bad quality video.
2. Lack of Professionalism
Any piece of visual content reflects your brand or business. A bad DIY video will make a lasting impression on your target audience. It shows that your business doesn’t care about how you look or how you simply can’t afford quality production due to a downturn in revenue. This can lead to your business having a bad reputation and image. Would you trust a business that doesn’t have concern for its image? Or can’t afford quality production?
3. Bad Strategy
A video for the sake of video is ineffective. It is a waste of time and money. Is there a clear understanding of the purpose of the video? Why are we creating it? Who will be seeing the video and why? These are just the bare minimum of questions to be considering when creating a video. Professionals understand what it takes to create a strategy, how to ensure it’s executed, and how to reach your target audience effectively. Even a DIY video requires a level of strategy and precision. A good strategy will prompt viewers to convert and allow you to see a return on your investment.
4. Poor Script
When building a skyscraper, you must first lay the foundation. A storyboard or script is the key to creating the story behind the video. It is the foundation of the video. Taking the time to write out exactly how the video will be shot, the lines that are spoken, who the characters are, and the setting all play a huge role in producing a high-quality video. The most watched videos and films have a strong script, so it’s important when shooting a DIY video to produce a strong script in pre-production. Professionals write scripts all the time, so they understand the format and how to ensure that little details don’t get missed. Your audience have ears that are trained just as well as their eyes; so if the lines are generic, it’s likely that your brand messaging will be tuned out or ignored.
5. Weak Post-Production
You took the time shoot a beautiful, non- shaky, horizontal video. Now it comes down to editing it all together with the best cuts, sound effects, and background music. What program will you be using to edit the video? Where will you get music from? Who will be editing the video? When you’re taking the DIY approach, it’s important to consider how to leverage all of these aspects before the cameras begin rolling. This will ensure a successful workflow. As mentioned before, our eyes are trained to see high quality vs poor quality. A video with bad cuts, or the wrong background music will leave your brand with a bad reputation every time.
Hiring a professional will help you to avoid running into these issues, because it’s their job to understand each part of the video production process. When considering if you want to take the DIY approach, look to your team to find out if it will be more trouble to do it yourself or hire a professional. At Barking Fish, we focus on understand you and your target audience. We are professionals at creating the highest quality video. We take away the worry when it comes to most of the points that were made earlier in this post. Whatever decision you make, do some research and remember these five key aspects.
Written by: Gary Murray