If you are thinking of utilizing video for the benefit of your business, whether it be for a training video on DVD or an attempt at a viral video to boost awareness, be careful. A video can have a huge impact on the brand.
The Video production environment has changed dramatically in the last 10-15 years. Previously, video was produced largely for a television audience in analog. This meant production values were high, and many resources were available due to the bigger budgets. With the advent of the digital revolution, video has been much more accessible to smaller businesses with the availability of cheaper video cameras and digital video production software. While there have been a huge amount of successes with viral video sensations on sites such as YouTube, it is necessary to keep the brand firmly in mind when creating video content for online viewing.
Let's say you make a video promoting your latest product. You download some open source software, grab the digital video camera, making sure you don't record over your sisters wedding and hit record.
Do a few roller coaster shots, zooming in and out and that's it...You got the shot! Now to add a bit of Linkin Park to the mix and export to a MPEG file for an upload to YouTube. You're first online video!
You get 200 views before YouTube take your video down for Copyright infringement..Count that as a blessing! Not only would this video give off impressions of your video of amateur, no-low budget, worthless, but these would also be carried over to your brand image. Just as the advertising model works, when people see your product, they will either consciously or subconsciously connect the product to your video. This can have a detrimental effect on the brand, and associations often very difficult to remove. So before you dive into digital production for your small business, make sure you have the brand at the forefront of your mind..Keep in mind that a drop in entry barriers for video production companies means more competition. Increased competition means (in a market environment) lower prices. So my suggestion is to shop around locally before the DIY approach. Saving a few hundred here may cost you irreversibly there...
Julian Rodrigez specializes in innovative solutions in Video production and Online marketing.
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