Anyone can produce a video for your business.
And THAT, business owner, is… A. Bad. Thing.
VERY bad.
Smart phones and laptops are equipped with simple (and free) video editing software and there are tons of gadgets and apps to make it all look “professional”. While smart phones, GoPro, even drone footage is something we all have access to and start using, should just anyone (even yourself) make a video for your business? One of the greatest mistakes a business owner can make is creating a poor quality video meant for drumming up sales, branding or marketing purposes.
With the popularity of visual content on all platforms, it goes without saying that your content might eventually get noticed, but HOW will it get noticed? In a good way or a bad way? Will it be used to ridicule your brand? Will you lose business because of a video? Yes.
A “Professional Video Maker” comes in all forms nowadays and is such a broad title that can have different definitions. Let’s break down each one so you know what level of services they can provide before you start producing your next video with them:
The Beginner – Professional Video Maker
- Always has all the latest and greatest smartphone related video equipment to go mobile
- They create great video but are sometimes not aware of what shots are visually appealing
- There is very little editing to be do once shooting is over. Software used is basic and limited – either a free desktop editing suite or a free app.
- Access to multiple voice over artists are zero and music options are taken from free websites
- Doesn’t have many clients
- Produces video part time or strictly on weekends
- Needs improvement on audio and visual quality
- Unnatural Scripting – if there is no one with script writing skills around, you can bet the final product will not have a clear and concise message
- 80% creative, 20% business minded
- Has a great looking demo reel on Vimeo or Youtube showing off their production skills and equipment
- Will shoot and edit any length of video at any price sometimes even free
- You just have a video when they are finished. You do the rest.
The Intermediate – Professional Video Maker
- Has all the latest and greatest smartphone and DSLR related video equipment, giving you the option to shoot mobile or in a studio like setting
- After shooting, emphasis is focused on editing. Software has more than the basic features – either a free desktop editing suite or an app such as Kinemaster Pro and PowerDirector for Android or FilmicPro, LumaFusion, Pinnacle Studio or iMovie for the Mac
- Has many small businesses as clients and is always doing the leg work to secure more
- They have access to multiple voice over artists and licensed music libraries
- Produces video part time but is aggressively considering going full time
- They understand the best environment, and uses equipment such as external microphones and camera stabilizers, tripods, hand held devices to guarantee quality
- Scripting is completed with involvement from the client. The final product will have a clear and concise message
- 60% creative, 40% business minded
- Has a great looking demo reel on Vimeo or Youtube showing off their production skills and equipment
- Will produce, edit and distribute your video at a set price and will never waiver
- You not only have just have a video but a place to host it along with the ability to measure it’s results
The Professional – Professional Video Maker
- They’re focused on creating a video that gets results for your business and have the experience, know-how and purposeful drive to get it all done efficiently
- Owns (or has access to) smartphones, DSLR cameras, drones and broadcast related video equipment. More importantly, they have the know how to work them, giving you the option to shoot mobile, in the air, in a studio setting or live on TV or on the web
- They know how to frame things up, look for linear patterns, zoom and pan effectively, implement focusing techniques and much, much more. If you ask yourself, “Woah! How did they do that?” A professional video team likely has the answer and can make it happen for you, too.
- After shooting, emphasis is focused on editing. There are a number of complex editing systems to choose from today, each with hundreds of functions and individual nuances that they know utilizing advanced editing techniques and software knowledge.
- They are trained to know what looks pleasing to the eye; how to arrange shots in a particular sequence; how to eliminate any audio “pops,” how to spot a jump-cuts — the list goes on and on.
- They have been fine-tuning their artistry since long before video exploded into the hands of everyone, and you can tell when it comes down to the final product
- Has many large corporations as clients and operates solely from word of mouth, repeat business and a consistent marketing plan
- They have access to multiple voice over artists and licensed music libraries
- Produces video full time but started from the bottom
- Scripting is completed with involvement from the client and a scriptwriter. The final product has a clear and concise message
- They know more than one type of video with consistent messaging is going to make you money
- 50% creative, 50% business minded
- Has a great looking demo reel on Vimeo or Youtube showing off their production skills within a testimonial video of happy clients talking about what their ROI was as a result of the video produced by them
- Will produce, edit and distribute your videos at a set price and will never waiver
- You not only have just have a video but a place to host it along with the ability to measure it’s results
Notice the differences between all “Professional Video Makers.”
If someone is taking the time to watch your video, it is because they are potentially interested in your product, service, or company. If they find themselves watching a terrible video, they will be internally confused: Is this is a real company? I like the product, but I don’t really get it. What should I do next? Those are the thoughts your viewers will have when faced with a poorly produced video.
Which one will you choose to create your next video?
