The latest video produced by Pawpro Media is a good example of a business’ use of video, as well as a good example of why there’s a separate time and place for professionally produced video in contrast with do-it-yourself (DIY) content. The video link below for a top-tier commercial real estate firm, Griffith Properties, LLC, would be hard pressed to produce a video of this quality, which includes animated graphics, as well as professionally mastered music and voice-over. The attention to the quality of the video sends as big a message to viewers, as well. Businesses should care about maintaining a standard.
A self-produced video runs the risk of diminishing the reputation of a professional entity because of poor production quality. Viewers fail hear the intended message and only notice that the company wasn’t willing spend the time or money to produce a professional looking piece.
As a myriad of industries slowly warm to the idea of providing video content on their websites and social media outlets, some get cold feet when presented with the price tag for a professionally produced segment. To make matters worse, they fail to contemplate or recognize the cost of repairing their reputation from cheaper, poorly produced and planned media efforts.
So, who can use DIY video, and why? The successful applications of homespun video have generally come from small entities, non-profits or individuals where the expectations and criteria for judgement is far different from the professional world’s. And even then, there are plenty of examples of non-profits turning to video professionals and graphic artists to produce videos that look good, sound good, or if nothing else, leave you with a good feeling or call to action with homemade color and composition. In some cases a video professional might be willing to produce at a lower cost for a good cause.
I have over twenty years of experience in video. I’ve seen the industry adapt and change with technology. When I started in the business one inch tape was still the preferred master format and professional editing could only be accomplished in a large editing suite that cost tens of thousands of dollars, which was way beyond the means of small business. Today, most online media projects don’t require top-level production, but they do benefit from professional eyes and ears and knowledge of the technology.
If you have a video project and need advice about where to turn to get it started, give me a call. You tell me what you want to do and I’ll tell you how to get it done–with Pawpro Media, another video professional, or on your own.