The modern media market is saturated with video. Videos on websites, video ads before the websites even load, commercials on television, at gas station pumps and in the backs of cabs. Videos on corporate retreats, in job training sessions, anywhere and everywhere. And, of course there’s YouTube. YouTube is not only the largest collection of video on the internet – YouTube is the second most popular search engine (my italics) on the internet. Bigger than Yahoo, bigger than Bing!, bigger than everything except almighty Google. That should tell you two things:
1) Video is becoming the most important communication medium in the 21st century.
2) The average online customer has watched thousands and thousands of videos in their lifetime.
So business people who want to get their message out online or on television face a real challenge. How do you get the attention of a consumer base immune to the novelty factor in video? And how do you keep their attention when they have literally a million other options just a mouse click away?
The only way to distinguish yourself in a crowded market is to be excellent. And the only way to keep people from changing the channel, or clicking the mouse, or simply ignoring you, is to look great delivering that quality content.
There are two main factors that come into play when we talk about true quality video. The first is simple – the video has to look great. That means using the best HD cameras available. That means using lighting schemes intelligently and professionally, taking a lot of time to set up and frame each and every shot, and using advanced microphones and sound recording equipment to achieve a natural sound.
Because modern viewers have so much video, good and bad, they’ve all become experts and critics. They can spot low-quality video a mile away, and that’s the kiss of death when it comes to communication with them – they turn off to your message immediately.
The second factor is much more complex. How do you make the actual content of your video match the quality of the look and sound?
It’s hard to say. But one of the best things you can do is delegate that responsibility to creative people with experience. At Delegator we work with professional videographers and a creative writer (with a B.A. in Film) to come up with compelling concepts, and we write detailed scripts for our clients (or actors) to perform on camera.
With today’s media-savvy public, making a low-quality video is like trying to pass off a forgery to a room full of art critics. It’s not worth the trouble. If you’re thinking of making a video for your business (and you should be), don’t compromise or scrimp. Commit your resources to making the best video you possibly can.