A good business video takes more than just pointing a camera at something

Video for business is suffering from the blessing and curse of “do-it-yourself” mentality. Many people see being able to buy an HD video camera and computer capable of editing at your local electronics store as a blessing. But I believe people mistakenly run for the technology or a cheap external resource in the misguided belief that video is nothing more than pointing a camera at something, implying that an experienced craftsman such as myself should be worried about all this so-called new competition.  Well, that makes about as much sense as saying that all seasoned carpenters should fear for their livelihood because Lowe’s is selling cheap hammers.

In my day, equipment and resources were so expensive that you got into this field only if you were serious.  And before any equipment or resources were applied, you had to develop a very solid story and plan on paper so that you could be extremely efficient with those resources, making the most of every second in front of the camera.  I think that’s what gives people from my era an edge.  We’re about the craft, not the technology.

Here are some facts that should help those thinking about video avoid putting their brand at risk and avoid wasting time and money by knowing what to ask about HOW their video will be shot:

  1. A broadcast camera and lens package is not available at Costco or Future Shop.
  2. Proper lighting equipment is more important than the camera, costs more than the camera and fills the majority of a cargo van.  If whoever you choose to do your video does not have the tools to “paint with light” and compose a professional scene, your video will look amateur and hurt your brand.
  3. Talent is more important than equipment.  Telling a seasoned, professional videographer that his camera takes good video is like telling your wife the stove makes good dinners.  The technology is irrelevant, it’s what you do with it that counts.
  4. Great performance on video takes more than putting up a light, turning on a camera and saying “go ahead” (an actual experience of one of my colleagues!). Authenticity on camera depends on the director’s ability to help someone get beyond their own “marketing speak”, relax, and express the “why” behind what they do in a confident and professional manner.

Makeup is essential.  For most people, speaking on camera is not within their comfort zone.  And being worried about looking foolish only serves to ratchet up the stress level, resulting in looking sweaty and nervous.  A professional makeup artist worries about your appearance (sweat, flyaway hair, tie and jacket straight, etc.) so you don’t have to, allowing you to concentrate on what you’re saying while looking calm, cool and collected.

This posting is based on the original article written by Warren Leppik published on March 2, 2015: “All video is not created equal”. If you’re keen to start harnessing the power of video, please call me at 416-698-3858 ex 3 and I will send you my whitepaper: “11 ways video can both save and make you money”

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