While there is a place for professionally produced videos such as facility tours, meet the team, and new product introductions, not all organizational videos need to be professionally produced—or should they be. I’d like you to take two minutes and review a video. I want you to note every unprofessional point, mistake, and gaff you can find. I’ll list my top five—you should find more. There’s a reason for this and I’ll share that with you after I list the miscues. If you’re impatient, like me, skip ahead to “What’s the Point.”
Top Five Mistakes in this Video
Too much noise – The music masks some of it but there’s conversation and a radio playing in the background.
Too Shaky – Did the guy who shot this (that would be me) ever hear of a tripod?
Poor lighting – Lighting wasn’t even considered when this was shot—it comes in and out from everywhere.
Bad angles – I cut Bills head off multiple times and then showed only the balding back of his head.
Frantic shots – The video moves to quickly from one poorly angled shot to another. Wait. Stop. Slow down.
What’s the Point?
This video has more than 22,000 views. I’ll let that sink in. This video works–it does its job. It introduces interested parties to TKO Graphix. Not only that, but after viewing the process prospects have contacted us to de-identify their vehicles. One of the processes shown in the video involves a blow torch. Do you feel confident taking a blow torch to your car? I don’t, and there’s even a conversation about the dangers of blow torches in the comments. One visitor shared this, “If you’re not careful you can burn your paint or your hands with a blow torch.” I’d rather let the experts handle the job. I’ll pass the torch to them.
Why Does This Video Work?
First of its all—it’s real. The unprofessional quality of this video adds to its credibility. It shows an expert in his environment explaining how to get the job done. Real simple video can be compelling. This video’s average viewing time is 1 minute and 42 seconds. That’s hard to beat. Here’s what this video does.
- It offers a solution to a problem that consumers are searching for.
- It lists the steps in an easy to follow sequence.
- It uses plain language to describe the steps.
- It anticipates consumer questions and answers them.
- It shows the process in detail.
Despite the poor sound, bad lighting, and shaky hands—the video works. It works because it offers advice that folks are searching for. It answers a question and solves a problem. This video works because it is useful. Would a professionally produced video have worked as well? Maybe, maybe not, regardless, in this case, a simple video trumps an expensive time-consuming professionally produced video. Why, because it cost almost nothing and was ready in days. Do you use video to promote your business? What has worked best for you?