Video is well on its way to becoming the dominant medium for communication. In the past, text had been the main vehicle for communicating within the business, entertainment and news and information worlds, but that has changed dramatically in recent years with the rise of low cost video production tools and distribution platforms. The explosive growth of user-generated content on YouTube has spawned a new generation of amateur video producers which has, in turn, made it more acceptable for lower quality productions. It’s true that anyone with the right tools and know-how can shoot and edit video. And, to some degree we are all able to craft an interesting or even compelling story. But what about the art and craft of producing a professional video production? Does knowing how to use a Flip camera make you a video professional?
Bruce Alfred is asked over and over, how important is it to create high quality video? Can I just use my consumer HD camera to make something and put it up on my business website? As a professional video producer and web video consultant, he’s answered that question many times and his answer is no, that’s not the best idea.
“When you’re putting your own video on your site you want it to increase and raise your image. You don’t want it to join the YouTube, user-generated, quickly shot and thrown up on the web type of video because there’s so much of that. You want to rise above the noise. So, in short, make sure that you hire a video producer or a video production company that knows how to tell stories, that knows how to connect with any audience, that can learn your goals quickly and be able to interpret those goals into a message that calls people to the action that you need.”
Certain content requires high production value and other content may not. It all depends on your audience. But for brands, you want to make sure you’re above the fray and not just another low quality YouTube video and while there could be places on your site where your have user-generated video, when it’s your creation you want it to reflect well on your brand.
With text, anyone can write, but that doesn’t make you a great writer. Alfred says that a professional video producer is an expert that every brand should hire.
“Any good producer will really be a visual storyteller. They are going to know how to build your story and your story is how we as humans connect to others. What you want to do with your video is build some kind of loyalty, bring people into whatever your organization is. A professional video producer will help you reach that type of goal by using storytelling, by building emotion, perhaps by humor — all things that draw the users in.”
Distributed by Tubemogul.