How Many People Should Be In My Business (Testimonial) Video?

People in a Business

This is a common question we get all the time. How many people should be interviewed? Or how many testimonials should we have in the video? The answer is much more simple than you think. There are a few variables that affect the quantity of people that should be in your video or testimonial video.

As an example, if you are creating a 60-second video featuring testimonials, you have to think about how long each person has to say what they need to say. If while on camera, they are going to say, “XYZ Company was the most reliable company I have ever worked with because they provided me with answers that were relevant to my issue and solved my problem.” It would take between 8 to 12 seconds for them to say just that line. We have to also assume they’ll want to give a little backstory as to what they were looking for in a company and why they were looking for that. Let’s assume each of those statements could be made in the same amount of time. Three sentences, average of 10 seconds each, is approximately 30 seconds of content (provided they stated it perfectly).

I have to imagine, you’re starting to notice the problem. If you wanted three people on camera giving you a testimonial but each person said three or four sentences that took 30 seconds to say, you’re running out of time pretty quickly. Don’t forget, we’ll also need a little breathing room between each testimonial to set the stage for what their issue is and how the business solved it.

The above only addresses the time it takes to make a statement, but does not take into account that you may want to have a voice over stating how to contact you or to reinforce something that was said in one of the testimonials. All of this is why when we have clients creating a testimonial, we recommend a 90-second to 2-minute testimonial video to ensure you have enough time to get what you need plus the additional B-Roll shots required to create a polished, finished video.

When we take into account the above, we find that you can typically get between two and three people in a 2-minute testimonial video. Even more perfect than that is it typically takes about a half day to get testimonials from that many people along with the B-Roll shots.

We like to use this video as an example because it provides you with all the information you need to help you understand what problem is being solved and why that company was able to accomplish it.

This video allows time for the viewer to understand what the issue that Bill faced and how Credit Brain helped him overcome it. You can feel a bit of emotion in this story and, if you were in Bill’s situation, you might be inclined to make the call.

While video isn’t the only reason people call, it sure does help the viewer understand and feel the situation more clearly. If this is what you’re after and still have questions, feel free to reach out to us with your questions, or comment below.

Our Secret Weapon To a Successful Trade Show Exhibit

So you have a trade show coming up and want to know some tips to getting the most of the show? There are several things you need to do to be prepared…but one that is often overlooked (and best kept secret) is the pre trade show video. What is this you ask? Clients have told us that they usually know who will be showing up or what type of people/companies will be showing up at the trade show. Knowing this is great. Having their emails is even better. If you are lucky enough to receive their emails prior to the show (and many shows offer this), what would happen if you emailed them an invitation to come to your booth? Would they come to see you? Do you have an inbound marketing strategy for the trade show that you’ll be exhibiting?

That’s exactly what one client did. They created an introduction video that said something like,

“Hi, I’m (insert name) from (insert company). You’ve registered for the upcoming trade show and you’re probably starting to identify which booths to visit to make the most of your time at the expo. We’d like to invite you to stop by and enter …  “

You get the picture. They invited potential clients or buyers to see them and provided an incentive to do so.

So why do this? We think it’s the same reason many companies are creating video:

  • Relationship building. We’re pretty confident that you know business is done with people they know, like, and trust. Knowing this, wouldn’t it be nice to receive an introduction that’s warm and inviting? Wouldn’t you at least stop by to see who they are? Most likely because of the next point…
  • Humanizing. Depending on your industry, you might find it useful to show the human side of the business. Wouldn’t you know, humans like doing business with humans, despite what Amazon would want you to believe. Here’s why: When there’s a problem, another human is who we want to deal with, not a phone tree, not a web form, not an automated system. We want a person. Having this invitation video provides a personal touch to a potential interaction.
  • Doing what most won’t do. Some will reach out via email to invite potential visitors to their booth. Most will not. Even less will invite via video. If you’re being different, you’ll get noticed. Here’s a way to differentiate yourself. Even if more people eventually start inviting via a video invitation, being creative in your messaging can help you stand out even more.

That’s just the tip of the iceberg. There are several more things you can do with video before, during and after the trade show that will help you stand out, such as, producing a video to play at the expo/event, creating a specialized video to say thank you for stopping by (using the cards you collected), or creating a contest at the show and announcing the winner via video (showing the drawing).

If you need help creating ideas, creating concepts, or just want to get started creating a video for your trade show event, give us a call. We’re happy to help.

How to Disrupt Your Industry Using Video

Set of 5 doors all with gray door and one red

You’ve heard it before, whether from your web developer or from a marketer… “You need video for your website.” While it’s true, video helps, video isn’t always the only answer. BUT, if done correctly, video can be the difference maker in standing out in a crowd of competitors. Let’s dig into a few stats and reasons why this is so.

First, think about the last time you purchased something online. Did the product page have information about the product? Of course it did.  Did the product page have photos of the product? Most likely. If the page didn’t have photos, would you have purchased the item? Most people we ask say they would not purchase an item online that didn’t have a photo to see the product. Did the product page contain a video? If it did, do you remember the video? Do you remember what or how they educated you on the product? Did they show you how to set it up, highlight certain features, or show it being used? Most likely, if the product page had a video and you connected with the product and video, you purchased the product.

Therein lies the effectiveness in video.

The video was effective in helping you process and retain information about the product so you can make better decisions. In fact, it has been shown that people are somewhere between 65% and 85% more likely to purchase a product after viewing a video than having not viewed a video about a product or service.

According to Eyeview, a video marketing agency, by including a video on the landing page, conversion increases by 80%. Even Hubspot Blog Post states that “54% of consumers want to see videos from brands they support in comparison to email newsletters (46%) and social media images (41%).”

Common Types of Video (and we have done all of these):

  • Product Demo videos showing how to use the product, how to set up the product, or just why you should buy the product.
  • How-To videos
  • Testimonial videos … who better than your clients to tell potential customers why you’re awesome!
  • Explainer videos that show the viewer why they need your product or service and what you can do for them.
  • Expert Interviews
  • Event Videos
  • …the list can go on and on.

Now you know why it’s important, how does it help you become a disruptor? Great question. One of the things we hear is that after creating the video and posting it (or several), they become viewed as an expert in their field. Our clients know a lot about their subject and can demonstrate that with authority on a video. Viewers can feel and sense this experience when watching. When they do, the viewer will feel confident in calling or buying.

Being a disruptor means you have to do more than know your subject matter. Being a disruptor means you have been doing what you’re doing for so long (or with enough outside experiences) to see an opportunity in the marketplace. Imagine that you have been doing your job for 15 years, you know it inside and out, and realize there is a gap in services or processes that might be taken advantage of. Imagine the expert talking about how to use this opportunity to help the consumer. Bam! Disruption begins. The person on camera suddenly becomes a person to be reckoned with.

The next time you see an opportunity in the marketplace that you can solve or fix, this might be the time to create a video and highlight your strengths! Let us know if we can help in any way.

What Type of Video Should My Business Have in 2018?

What video should you have on your business website? That is a great question. One that depends on what you want to do with it. Many of our clients tell us they want to create a video to tell their story. But, telling the story isn’t what they really want. What they really want is to increase the number of incoming calls or increase sales. That’s what they really want. We’ve worked with hundreds of clients and have found the best way to get what they really want is to ask a lot of questions.

One of the questions we like to ask is, “Why are you making this video?” It helps us understand the purpose and end goal of the video. If you are looking for more phone calls or purchases on a website, a direct call to action must be present. If you are looking for a feel good piece that shows the world some of the good you do, a call to action does not fit.
Another question we ask is, “How will you measure success once this video is complete?” This helps us understand some of why we are doing this and what will qualify as a success or failure. We want to work toward success and know what a failure looks like before we start.

So, what types of video should you have for your business in 2018? There are several types we’d recommend, but each business needs to identify which video needs to be created first and why. This list doesn’t mean you have to do all of them, rather, pick the ones that make the most sense for your business. That said, these are the business videos we are being asked to create for most businesses and the trends that match.

  1. Corporate About Us. Every business should have an About Us video. Here’s why. The first thing people do when searching for a business is research. That’s why Google will return information about a business or topic the first time you search. After that, Google assumes you want some more details and may return other sites that are more granular. During the research phase, your customers want to know who you are, can they trust you, and feel compelled to pick up the phone to call you. The About Us video answers the following questions:  (a) Who is this company, (b) Can I feel comfortable working with them, (c) Can I trust them, and, (d) What experience do they have? Here’s an example.
  2. Testimonials. No one can tell your potential customers that you do a great job better than your existing customers. If you tell them, the potential customer will most likely think, “Yes, that’s what you want me to believe” or “Yes, that’s nice, but you’re trying to sell me on your services.” But, if your existing customer is on your website telling a potential customer how good of a job your business did for them, they’re more likely to believe it. Whether you create one video with several different people giving testimonials or several videos with one testimonial in each, your existing customer should be telling this story. Here’s a different way to share your client testimonials. 
  3. Video Blogs. Also known as a vlog, a video blog is a way to show potential clients that you are professional, understand your business and how it helps your clients, and positions you as an expert. Pick topics that you know and title each video with a question or include terms that potential clients would search related to your business. For example, if one was looking to find a sales trainer, the potential client might search, “How do I improve my sales process?” If they search this and the title of your video is the same, you have a greater chance of showing up in the results than someone who posted the video titled, “Sales Information.”  Here’s an example.
  4. Promotional Pieces. Promotional pieces are just that…a video to promote your business. More than that, a promotional video will provide a visual as to what you do. For example, if you are a kitchen cabinet manufacturer, you might consider a video that highlights the showroom (see video below). The promotional piece is the standard video you see on television, websites, and ads that run on YouTube, etc. These are expected by consumers, but don’t always make the difference in making the sale.

This would be our recommendation for the top 4 videos you should have for your business in 2018. If you were to ask us what other videos you could create, we would have a much longer list. Event videos, tour videos, product videos, animations, …and the list goes on. These are the minimum 3 or 4 every business should have.

Product Videos: How Much Can They Really Impact Marketing?

Product videos have become an essential aspect to any marketing strategy. Videos appear in 70% of the top 100 search results, and viewers are at least 50% more likely to buy a product after watching a video for it. The business community is learning the importance of this for their marketing…and they are getting smarter and more creative to boot.  The best part, this leads to more interesting ads for consumers to watch. Not a bad thing!

Online video is so popular because people would much rather watch a video about a product than read about it…and video manages to span every demographic. Even if someone can’t read, they can still get the information a company wants to give them from a video.

Companies that normally only sell parts are posting how-to videos to their websites to attract customers, and to show them how to use the parts that they have bought. Here’s the cool part, people who start watching these types of video tend to stay on the site a little longer (maybe to the end of the video). Goole likes that. This tell Google that people are interested in the stuff on this website and therefore gives that site a bit more ‘search engine juice.’  Add to that, the ability to share the video to multiple social media sites further increases the reach, and the affect of a marketing video.

You should know, however, simply uploading a video to a company’s website or YouTube channel doesn’t always work. Increasingly, creative companies are making their videos interactive, so that customers can click on something in the video that takes them to a corresponding web page. This is usually done on YouTube to bring the viewer to their site.  Some companies are even using Facebook Live to capture potential client’s attention.  It’s critical that any of the services you use work on mobile devices as well, since many customers do most of their ad viewing on their cell phones or tablets.

One of the important things we do when making video is to incorporate the needs and wants of the client in the video. Novel idea, right? So many production companies try to bulldoze their way to create the video they want, but why can’t we just create what the clients wants? That’s our philosophy. When the client gets to add their needs into the video, they’re more likely to share it and show it off! That’s good for us…and good for them. Does it convert to product sales? Many times it does. When the video does a great job of highlighting why someone needs the product and clearly explains the result of using the product, more units will sell.

With product videos, placement is the key. Our clients currently place their videos on endcaps in retailers nationwide in order to catch prospective buyers in the moment of buying. When using video online, the best part is that one can now customize who sees the video based on their location, demographic, and recent purchases or items they’ve viewed online. This increases sales because the type of individual who might need the product will see the video, making it a relevant item to them. To simplify, doing this makes their videos more relevant to the people who live in an area, fit a demographic and have already researched similar items. That’s effective!

Key Takeaway: Remember when considering making a marketing video for a product: Hire a professional! They are there for a reason. Local video production companies are the best for this. They know the area well and how to maximize locations, spaces, and how to show off your product in just the right manner. They should show the product from several angles while highlighting the product’s best features! You might even try to include people who know a lot about the product, such as current customers.

Video marketing is fast becoming an essential tool to a good marketing campaign. Take advantage of it now, before any competition does!

Do We Have to be on Camera? Why People are the MOST Important Part!

Human brains are hardwired to recognize faces. When a video has a person talking in it, customers are more likely to connect with the video. When the audience can see the human behind the voice, they are more likely to trust what you are telling them. Speech is perceived by more than just auditory cues, we take in visual ones as well.

As a species, we are hardwired to be judgmental. Many people do not trust the information they read online. A study done in 2009 found that rather than trusting the people with the most expertise in a subject, people are more likely to trust those they believe have their best interests at heart. Psychologists at Princeton discovered that in only a tenth of a second, we form impressions of strangers from their faces alone, and our brain then responds based on how trustworthy we find their face to be.

In video, it is important to note that just having a trust worthy looking person is not going to make your audience listen to the message presented in your video. Remember, speech perception relies on both visual and auditory cues. The combination of both a great speech and a trustworthy face, among other things, is what will make your video the most compelling.

So, how can you get people to want to listen to your video? There are a few items that are critical to building the trust you deserve. First, you must be authentic. Be you. Don’t try to be someone you are not. If you look, sound, or feel uncomfortable, it will show, and many viewers will see, hear, and feel it. Second, demonstrate your integrity by showing us how much you believe in what you are saying. Again, if you come across as fake or phony, it will show. A good analogy is a dog’s behavior when certain people walk into the room. Some people are deathly afraid of dogs and the dog can sense it immediately. We humans have learned to do something similar…to sniff out false and bogus people. Some are better at it than others are, but we all have this ability. Third, people don’t care how much you know, they want to know how much you care. If you are genuine in caring about your viewer, they will sense it and feel a higher level of comfort in listening to you speak. Finally, speak the truth. Don’t sugarcoat or exaggerate…these all come across counter to the previous three and will completely destroy your credibility.

This can be applied to all parts of speaking, but with video, you need to be aware of more than just your speech. Your background shouldn’t distract from your message. You are what they should be paying attention to, not the bookshelf of what’s happening outside the window behind you. Add text to the screen to help reinforce what you are saying. It also focuses the viewer on what you are saying and subtly tells them, “This is important!” Have confidence and be positive while on camera and use transitions when speaking. It helps the viewer follow along when you say things like, “Now that I’ve covered XYZ, let’s move on to ABC.” This transition tells the viewer where you are and what to expect next. Sound like English class all over again? Good! It should.

Having just a trustworthy face is not enough to make people want to listen to your video; however, neither is just having a good speech. If you take the time to focus on all aspects of your video, including what’s in the background, what you’re wearing, and even the music that is playing, your video will have a much better chance of being listened to and acted upon. You want to connect to your audience, so give them what they need. Comfort, trust, integrity.

As always, we coach clients how to perform better on camera during our shoots. When we have someone who is struggling on camera, we do our best to help him or her relax and speak clearly. After all, you know the subject matter, just talk as if you’re talking to a friend. We’ll do the rest! Let us know when you’re ready to get started.

 

Source: Wistia Blog. (2017). Why Videos Featuring Humans are Easier to Trust. Retrieved from: https://wistia.com/blog/make-trustworthy-videos-with-humans on September 28, 2017. 

Don’t Think You Need to Invest In Video? Time and Again We Help Businesses Avoid These Mistakes!

kid frustrated by mistake

How is it that in 2017 video is absolutely crushing the other forms of media…and some still refuse to use it? I know, I know…Crazy right? I’m sure you’re not doing thinking these things…but just in case, let’s go through a few reasons why it’s time to invest in that website video.

  • Missing Out on Loyalty. First off, your customers love you, right? Right. We know this because of studies like this that tell us the probability of selling to an existing customer is somewhere between 60% to 70% (HelpScout)…which is so much higher than the 5% to 10% chance of selling to a brand new customer. Since your existing customers love you, why wouldn’t you give them a reason to tell others? Some clients like to create videos that are educational and entertaining…making them shareable. By posting a video, you allow your existing customers the ability to share your greatness… just remember, you don’t want to sell in this video, you’re showing your greatness a different way: giving information that’s useful.
  • Forgetting to Remove Confusion! What if you sell a product or service that is a bit more complicated? What if your product or service could easily be explained with a short video versus text? Most people are too lazy to read any more. So much so, I’m a bit surprised you’re reading this! Most people would prefer to click the video than read text. Give them something to watch! Here are couple of examples:

MicroPop

Tone-Y-Bands

 

  • Losing the SEO Game. If people are searching for you online, will they find you on Google? Google OWNS YouTube and loves video. You’ve probably already started to notice the video search results that sometimes pop up when you search for how to do something. For example, if you were to search “How do I unclog a dishwasher?” You’ll notice that the top non paid search result is a video. Hmmm. Makes you think a little, doesn’t it? What questions need answers that your potential (or existing) customers might be searching for? While video isn’t the only answer to SEO, it’s certainly a powerful one!
  • Conversion is Too Low. What’s your conversion rate? If you sell products, a video helps the viewer decide whether to buy the product. In fact, StacksandStacks.com, “an e-retailer of home storage and organizational products said that when a consumer views a product video, that consumer is 144% more likely to add that product to her cart than a consumer who watches no video”  That’s astounding!  Even our own clients have told us that their products sell out faster and need to be replenished more often when the product is displayed with a video running next to it in stores. And, if we go back to our previous point, if consumers are on a website viewing a video, they’re on the site longer…leading to better SEO. Google seems to love it when people stay on a website longer. We think it’s because Google algorithms say, “Hey, people arrive here and stay here….this site must be good!”
  • Inconsistent Training. Have you hired a new employee? When you do, do you spend hours teaching them all that boring stuff you have to go through? Here’s an opportunity to have your new employee watch something that is more engaging and useful. An on-boarding or training video will help a new employee learn about the culture of the business and review all important points in a consistent way…and you can be sure that every new employee hears and sees the same information presented in the same way. Consistency! One of the keys to Human Resources!

If any of these items helped you make the next step toward creating a video for your business, great! If you’re not sure what your next step is, that’s ok…just fill out the form to the right. We can answer any questions you have and point you in the right direction. Even if you don’t use us, we hope this helped.

 

 

Source:
Photo Source: Pixabay.com
2017, April 19. Convince and Convert website.  http://www.convinceandconvert.com/content-marketing/you-need-to-invest-in-video/

Six More Questions You Should Ask a Video Production Company BEFORE Hiring Them

Video production can feel like a huge undertaking. It shouldn’t be and it won’t be if you hire the right video production company. Before you hire a company, you should know the answers to some basic questions. Each question will garner an answer that will help you determine if they are a good fit or if you need to keep searching. Here are the six questions to ask before deciding on whom to hire:

1. Can you show me some of your work? When shooting a corporate video, for a website or for TV, seeing samples is the first thing you should ask to see. During this process, the video production company should show samples from their portfolio. While you view their work, you should be thinking about their quality of work, their style, and their level of skill.

2. Do you shoot and edit something nice or do you shoot to a specific script? While most video professionals will plan the shoot out ahead of time, many do not. This question is to determine whether they are good producers, shooters, or editors. What you want is all three…whether in one person or in a couple of people. Some video pros are very good at shooting the video, but struggle to get the edit completed on time and to your liking. Other video pros are very good at editing, but miss big opportunities during the shoot to tell your story. The key is the plan before the shoot. This is what will usually make or break a project…and when we usually get calls to fix.

3. What can derail this project? This is a great question to find out what problems may arise during the course of your project. The answer you get might be a bit vague, but may lead to follow up questions. One of the biggest items that derail projects for us is change in scope…or scope creep. Any change in script after a shoot can severely change the scope. Remember, the script is the plan. Change the plan and you change a lot! There are several things that can derail a project: script changes, change of actors (or person on camera), change of shoot locations, adding of shoot locations, change of messaging…and the list goes on.

4. When has a production gone over budget? This question is meant to trick the video production company. The answer is: it shouldn’t go over budget. Keep in mind, if you have a very small budget, the video pro may not be able to do everything you want; however, the video pro should offer some insightful suggestions to get it closer to your budget. Budget should be a factor, but not the deciding factor. If the shoot is not planned and executed poorly, the final video will most likely not meet your expectations…wasting your money. A larger budget doesn’t always mean better video…but smaller budgets might. Here are some factors that can increase a budget: length of the shoot, including professional talent, professional narration, special music (non royalty free).

5. Can you do what you say you can do? Because creative work is subjective, their answer is something you need to consider. What you think is creative may be mundane to another. Be very clear about your expectations. If you have a vision for your video, your video producer should be able to clearly see your vision and describe some details about how they’ll pull it off. Sometimes it comes down to having the right equipment for what you want in your video. Sometimes it is how the story is told. If you feel the video producer understands what you’re after, you should be fine…now it comes down to whether the quality matches your expectations. This is where you should be evaluating their work. Quality means having the proper sound equipment, the proper lighting, the proper framing, and an attention to detail (such as the background) can all make an impact on the final product. Look at the samples to determine if they have what it takes.

6. Have you ever missed a deadline? What happened and why? If your project is on a time constraint, ask this question. If it isn’t and time isn’t an issue, you may consider skipping this question. We get calls (a lot) where we’ve heard, “They (their video production company) has been working on this project and edit for 6 months, and I’m fed up waiting for them to finish. Can you help us?” Six months may the right amount of time for some projects, but for some of the calls we get, six months is completely inappropriate. Several problems can come up during a video project. Believe it or not, one of which may be the producer, the client, the shoot, too much work to complete in a short amount of time. A good producer can to tell you how long the project should last and when you can expect completion. Keep in mind, even the best producer can miss a deadline in his or her life, but this should be very rare. If they say they have missed a deadline, find out how often it happens. This should be a good start to picking a good video production company. Listening to the answers to these questions should lead to closer to a decision about the level of work they can do and identify some problems that may come up. If you need help or have any questions, please feel free to reach out to us. We can answer any questions you have, even if we are not your video production company. We are here to help.

Want a few more questions? Check out Top 5 Questions to Ask a Video Production Company Before Hiring Them.

Storyboard or Script?

Which is better? Does it matter?

While we don’t get this question often, it’s a valid question. A more likely question we get sometimes is, “Can we create a storyboard so we can see what the plan is?” The answer is usually yes, but there are times it doesn’t make sense. First let’s start with what a storyboard is versus what a script will do.

Storyboard

A storyboard is developed to show a client pictorially what may be shown on screen. These usually work well when we do product videos, especially when the finished video will need to be approved by a third party. Third parties to a product video might be QVC or the Home Shopping Network. Usually when one wants to create a product video to be featured on one of these channels, it’s a good idea to make sure the video matches their specifications and needs. It becomes costly to re-shoot or re-edit a video simply because it wasn’t approved prior to shooting. For instance the video below required a storyboard so it could be approved by management and shown to the retailer. The retailer had some input as to how it featured certain components that might help the product sell faster in their stores. They know their customers, so get them to help!

Here’s the video:

Here’s the storyboard that went with it:

Scripting

So now that we’ve discussed storyboarding, let’s shift over to scripting. Scripting is when we take what you do, how you do it, and/or why you do it and convert that into a spoken script that highlights the points your video needs to create. Spoken script can be you (or someone you designate from your business) on camera reading from a TelePrompTer, or it can be professional voice over. We have hundreds of professional voice over options to choose from and several languages. It’s important to choose which voice best represents your business. We can help with that as well.

One question that comes up when dealing with a script is, “Who should write the script?” Our recommendation is most frequently that we should write the script. We say this because we know how close you are to your business and sometimes we find people close to the work have a hard time formulating the correct message for the audience. For example, we’ve had some clients take a stab at their script only to include industry jargon and technical information that their target audience didn’t care about. What the target audience needed to know was, can you do what I expect of you, on time, and on budget? Those were the questions that needed to be answered, not the technical stuff. Sometimes the client is best suited to write the script, but most times, we can boil down the problem-solution for you making it less stressful during the shoot. Keep in mind, no matter what, the client has the last say in the script!

Here’s an example of a script for another product:

The concept is, tell the story, give someone the reason to buy your product or service. You’ll also notice that there are two columns in this script: a description of what you’ll see on the screen and the actual spoken words. This was a relatively straightforward script, but you get the picture. Here’s the finished video:


Wanna buy a Tator Gator now? We did!

If you have any questions about your video project, feel free to give us a call. We’re happy to help! Follow us on Twitter, Like us on Facebook.

3 Reasons to Hire a Video Production Company Instead of Doing It Yourself

Hello everyone. My name is Tim Stoddart. I am thrilled to be able to put forth some content for Plum Productions Media. I am the CEO of Stodzy Inc. We are an SEO and digital media company located in Boca Raton Florida. Over the years, I have witnessed the rise of video content. Creating quality video for your company or brand is more important then ever. I know what you’re thinking. “Can I do this on my own without hiring a production company?” The answer is yes you can. But whenever possible, I would recommend hiring a video production company. We live in an amazing new world. Every other day it seems that there are new inventions, new technologies and new innovations designed to streamline our lives. We have more options then ever. The smart phone is at the top of the list of “most important inventions of our lifetimes.” One area that the smart phone has really impacted has been video production. iPhones now shoot and record at 4k which is an extremely clear video quality considering how small the camera is. It’s no wonder so many small brands are taking it upon themselves to start creating their own video content.

“But just because you can, doesn’t mean you should.”

I would agree that there are advantages to shooting video on your own. Speed is a factor. If you shoot a video on your phone you can have it posted on Facebook or YouTube in a manner of minutes. Also, spontaneity plays a role. It is very important to be able to hit record on a moments notice just in case you are a first hand witness of something amazing. Aside from those reasons, I still recommend using a video production company whenever possible. Let’s take a look at a few reasons why.

Production Companies are Masters at Editing

I would argue that editing is more important then shooting the actual footage. Raw footage is the foundation to any good video. Without the footage you have nothing to work with. However, it is the editing that will truly make a video come alive. Video production companies understand the importance of incorporating B roll, transitions, music and other sound effects. This is where the magic happens. For a video to be an effective marketing tool, it needs to hit an emotional chord. Videos have the power to truly leave an impact on someone. They can make you think, they can inspire you, they can make you angry and even make you sad. Music and sound effects play a HUGE roll in how a video will effect a viewer from an emotion standpoint. There is no doubt about that. One of the best examples of this is from Gary Vaynerchuk. Vaynerchuk is a famous social media personality. He hosts two successful YouTube shows. One of which is called #AskGaryVee, the other is called The Daily Vee. #AskGaryVee uses very little editing. The show is a simple round table discussion in which Gary answers questions sent to him from fans. It is very good and valuable content but the informative nature of it isn’t meant to leave an emotional impact. The Daily Vee however is a daily video blog in which Gary and his team record their adventures and turn it into some kind of lesson for the viewer. These videos capture footage from drones and handheld cameras. They capture candid footage, great B roll and use background music and sound effects as a great add on to the content. The Daily Vee truly hits you in the feels. That’s why these videos have such an impact on his brand.

Audio Quality in Smart Phones is Still Lacking

You don’t realize how important audio quality is until you start recording your own footage. I’ve seen this happen many times. Some brand or company gets very excited about an idea for a video. They pull out their phones, they hit record and they feel good about what they have done. Unfortunately, when they upload the video they quickly realize that the sound is hard to hear and in some moments of the video there are loud bursts of “fuzz” when someone may have rubbed their hand over the microphone. If your sound quality is poor, your video will not get nearly enough views as it potentially could. Not putting the effort into good sound quality is a huge mistake. A video production company will be able to nullify this. Ideally, you want to record your video and your sound in two separate tracks. Once you have all the raw footage, you can pair it all together so that you have high quality sound that matches the high quality footage.

iPhones Lead to Shaky Footage

Have you ever tried to hold your hand completely still? It’s almost impossible. You can try it out yourself. Pick up your phone and start recording some still footage in your home or in your back yard. In the moment it may feel as though you are holding the camera still, in reality there are tiny little shakes and bends in the footage that will most definitely impact the finished product. Video production companies have ways to remedy this. Their cameras are equipped with shoulder harnesses, tripods, stands and shoulder straps to ensure that every video is shot with still unwavering footage. All the little details really add up. If you are shooting a commercial, a product shot, an informative piece or even a collection of still frames you want to make sure your video content is as professional as possible. Poor video quality will make you come off as very amateur.

If It’s Worth Doing, It’s Worth Doing Right.

When I was growing up, I spent years doing carpentry for a small business. My boss was a big man named Mike. Mike had been a carpenter his entire life, he didn’t have much patience for mediocrity. Any time I find myself wanting to cut corners I think of Mike and his view on hard work. Mikes philosophy was simple. If you do things right the first time, you never have to do them twice. Simple enough, yet very profound. Having the patience and the discipline to do work with 100% effort and quality is very difficult. We all have moments when we look to cut corners or to find an easier, softer way. In the end, if you pay attention to detail and you take the time to create excellent work, you will be further along then you would have been otherwise. Every little bit counts. The quality of your work is reflective upon the quality of your life. You may be reading this thinking “I think I can still do this on my own.” That may be true, but the question you should ask yourself is “do you want to do it twice?”