By now, every marketer recognizes the need to create original video content. Even small b2b brands can see that it’s a ‘war of information’ today, and the only way to compete is to participate.
The smart thing to do is hire a business with deep marketing and video production experience. Any team that’s created a bunch of award-winning TV commercials is going to bring that same level of expertise to creating your video. They understand that it all begins with a good idea. But of course, this option requires a reasonable budget.
And then, there’s the cheap option – which is to produce something in-house. Once that decision has been made, here are the choices that often follow:
1) Let’s just interview our employees, and edit that together.
If the intent is to put the audience to sleep, this is the right place to begin. This is also known as a ‘video without an idea’.
2) Let’s have the boss explain our business proposition.
This makes points because the boss will like it. However, the odds are very good that no one else will. There might be the beginning of an idea here, but in all likelihood the CEO isn’t the best way to deliver it.
3) Let’s do something really wacky.
Wacky gets noticed right? True, but unless there’s a smart rationale behind whatever the crazy idea is – it just won’t make sense to your target. Worse, it may be funny because of how bad it is.
4) Let’s interview our customers.
This can actually be a good idea. But unless there’s really compelling lighting, direction, editing and music – once again a budget is required – the result is going to be a lot of yawning. Customer testimonials work, but they have to be put together by people who know the tricks of the trade.
5) Let’s have the intern do it.
This is somewhat akin to asking the new bank teller to solve the nation’s deficit problem.
6) Let’s have our social media person do it.
I’m pretty sure she’s already shot videos of her friends at the bar with her iPhone.
Video is essential to your brand today. Thanks to Vine and the new Instagram video format, it’s only going to become more important. Think of it as film-making, because that’s really what it is. You’re going to need to make a bunch of small movies, and people are going to judge your brand’s excellence based on what they see and hear. Given that, who do want to put behind the camera?