When does do-It-yourself video make sense and when is it an absolutely crummy idea?
Our Search Engine Optimization friends at HubSpot have a fantastic post offering up "Five Video Projects You Can Do in 25 Minutes or Less."
Their title sounds a little too Cosmo magaziney to me, but there are some great suggestions as to how to infuse your blog and Web site with some quick-and-dirty video.
HubSpot's mantra is that on-line video need not be a multi-million dollar Hollywood production, that you can just point and shoot your cheap HD flipcam at your subject and immediately post it to enhance your content. Think sprint, not marathon, they say.
We agree that grabbing your video camera should be as instinctive as bringing your laptop wherever you go. However, there are many projects that should be treated like a marathon rather than a sprint. When video is an integral part of your long-term marketing campaign, it doesn't make sense to just slap something together and put it on YouTube.
Although top marathoners don't hit the finish line in 25 minutes, they do only take two hours and change. A well-planned video project need not take forever, but the extra dedication to detail can make all the difference.
Here are some factors to consider when weighing the options of hiring a professional HD camera crew, video producer and video editor versus doing everything yourself.
1. SHOOTING -- We've seen our share of "Blair Witch Project" footage, but even if your do-it-yourself cameraperson has a steady hand, there's still compelling reasons to upgrade to the pro. It's about the ability to mix up shot angles and instinctively sequence them in your head. A professional shooter is already anticipating the way he or she will piece the video together in the edit room.
The results? It's the difference between watching a funny cat gymnastics video on YouTube and watching "60 Minutes." And if you are shooting all-purpose B-Roll or stock footage for the media, you'll want a broadcast cameraperson to deliver the goods.
2. EDITING -- You know that theory that people really only use 10 percent of their brain capacity? We don't know how true that is, but we can attest that many editors only tap into 10 percent of the power of Final Cut Pro. Experienced editors usually seize every opportunity to keep learning from more experienced editors. What might take a novice hours to edit, may take a professional editor only minutes. But more importantly, creativity is only one part of the equation. You need the skills to apply that creativity -- especially when there are complex graphics.
If you've never done it, sitting in the edit room while your project is being cut together is an AMAZING experience. It's quite remarkable how the editor and Final Cut Pro almost merge into one creative engine. We invite all our clients into our edit studio, and would be delighted to host you.
3. PRODUCING -- Network news shows and entertainment programs routinely use field
producers whenever there is not a “live” interview with the host. But it also makes tremendous sense to use them behind-the-scenes for corporate videos,
video news releases and other marketing projects.
A talented producer brings the talents of a journalist and a talk show host to each interview, maximizing the chances of capturing your subject's true passion and personality. Click here to learn when you should -- and should not -- consider adding a field producer to your video crew.
4. LIGHTING -- There's certainly such a thing as overkill. You don't need to prepare the set of your on-line video like you might prepare for the Oscars. But especially when the viewing screen is tiny, poor lighting can be a distraction, it can downgrade your subject's appearance and also undermine the whole mood of your video.
We've seen WAY too many CEOs look like they are being forced to read prepared statements by kidnappers. A few basic lighting tricks from a professional cameraperson can flatter both the interview subject and the setting.
5. PICTURE QUALITY -- HD flipcams are fantastic for reality TV confessional interviews and quite frankly, anything you'd want to post on YouTube. But if you want to maintain a rich, vibrant picture on those huge flatscreens, your best bet is to stick with high-end broadcast quality cameras. But back to point #1 above, the camera itself is often secondary to the person behind the camera.
6. CONTENT DEVELOPMENT -- Any creative team worth hiring must be able to take your ideas and effectively present them better than you can. Otherwise, why bother? Choose a production company that thrives on collaboration. The ideal situation is to have a cameraperson who thinks about the editing, an editor who can improve the writing, a sound technician who makes suggestions about the content, etc.
Collaboration also means teaming up with your best talent. A full-service media company -- one that takes a project from script development to post-production -- should be able to suggest plenty of ways to keep costs down.
Sometimes doing some of the production work yourself does make sense. Other times, it can be disastrous.
Going back to HubSpot's running metaphor, Award Productions is also well-suited to serve you when you do need a Olympic sprinter. Our camera crews all have broadcast newscast experience, which means that if you have an event or an interview you need to capture on a tight deadline, we are battle tested.
(Although to be frank, we do appreciate as much notice as humanly possible...)
Drop us a line and let us know what you're working on!