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July 2010

The changing face of video

In a recent commentary about online video publishing and promotion, Eric Schumacher-Rasmussen, editor of Streaming Media magazine, tried to spell out some of the most important tips in producing compelling online video content. He included practical tips like 'Get to the point' and 'make it snappy' which I agree with and often find myself telling the client. In today's click-away world, you don't have much time to make an impact.

His next point was: 'Production values matter.' Okay, sounds practical. But the following sentence reads 'You don't need to hire a professional videographer or rent out a full production studio, though depending on the nature of your content, you might want to.' So do you or don't you? It depends, I suppose. If you change the oil in your car, do all your own accounting, advertising and public relations, then shooting a video probably isn't much of a challenge. For the rest of us, however, you might want to hire a professional.

In a world where Flip video cameras are in your pocket and a webcam is perched atop your monitor, it's certainly tempting to create your own video. In fact, it's pretty easy. So why bother hiring a professional? The same reason I mentioned above. Just because we can do something, doesn't mean we should. I love tinkering with websites, but that doesn't make me a web designer any more than pumping gas into my car makes me a mechanic. I know what I do well, and for better or worse, know what I don't do well. I'll leave it to the pros to fix my car or website.

In a literal example, we're about to deliver a new video to a client that previously only had Flip-made videos on their website. At first, it was great and they loved their Flip (I love mine, too). But when they watched a video on the website of one of their competitors, their task to us was simple: 'Make ours just like theirs - only better.'

Today it's about the image you project to clients, vendors, associates, friends and family. It's a competitive marketplace. Are you getting ahead or getting left behind? Video can be affordable and deliver a payoff far exceeding the investment. Whether it's your first video or fiftieth, give us a call to learn how we deliver clients a higher definition of video.