Hire video professionals and dump DIY

Jun 13, 2021 | Cornerstone

Time to hire video experts?

By now, if you run any type of business or organization, you are inundated with claims that video is a must for marketing and social media- and if you are not using video, you are missing out on a sure-fire way to increase clients and customers who convert at higher rates. It is a major pain point: how can you miss out on that opportunity? But when do you invest in video experts?

Cue the cavalry!

In come dozens of apps that pump out marketing videos at a fraction of the cost of hiring a professional video company. And congratulations, you have been saved from the fear of missing out (FMO).

And for the most part these apps are quite good. The products give you video to work with, a stylish design in formats required by social media such as Facebook, Instagram, and many others.  Added to this, they often have access to an extensive library of video clips, music, and sound effects.

Just think of it – we have high quality cameras in our pockets. Mobiles take great pictures, and produce okay video with passable audio.

So why go with video experts?

So, why hire a professional video company?

When the video is critically important to your brand.

For example, if it anchors your website, viewed by clients and customers over several years, it should reflect the overall quality of your brand.

Think about your office or storefront.  A poorly maintained property reflects poorly on your brand – and so does a poorly produced video.

But it is not an “either/or.”

The video apps are great for quick turnaround video on social media. But if the video is critical for your brand and will anchor your website over several years, you should rely on video experts with experience, training, and skill.

Professional companies know how to use video to clearly strengthen their brand.

So why not DIY?

First, assume it is not about the equipment or app.  It is about more than pointing and shooting your iPhone.

Just because you are a native English speaker, do you assume you’re a great copywriter?  And just because you have a smartphone……

Do you have the time to learn?

It does not mean you can’t learn a video app, but do you have the time?  Video production is about harnessing all the technical issues to bring forward a creative vision that promotes your brand. It is not just about mastering an app.

Just because you have a tax program, it does not mean you are an accountant.

It is the same with video.  Even if you have great tools in your pocket, it does not mean you automatically know how to use them more than pushing a few buttons correctly.

Nevertheless, everyone should know how to get good images and do basic video to catch behind the scenes moments at work or quick testimonials and other events only available on the spur of the moment.

And these are the videos best released for social media. But as the project becomes more complex, you should really consider bringing in video experts.

Think of it this way: every image and video you put out there will be representing your brand.  Can you rely on a DIY approach for a national commercial, an explainer or a testimonial?  Probably not.

Video experts provide custom material.

While a video stock company talks about its vast library, customers tend to use only a small proportion of the clips. You may find your chosen clips showing up in unrelated projects.

A well-planned shoot can provide you with original material for several months of original social media posts.

What about the need for a video marketing strategy? No matter how great a video is, it must have a job to do.  This is part of the package that many video production companies now offer.

While there are lots of reasons to have DIY video solutions, especially for your social media needs, you must balance that out with what you are losing in terms of experience, training, and skills that video experts can bring to the table.

Again, it is never an “either or” solution.

DIY is great for quick turnaround, social media posts.

A professionally produced video will anchor your website with great customers and clients for years with a sense of quality that reflects well on your brand.

So what type of videos should be left to the professional?

Marketing Funnel Videos

While many of your videos can be used in social media, their purpose is short term.  But for videos that will sit on your website, they may be there for many years.  They are very much part of your storefront.

As more and more customers really don’t want to talk to a salesperson until they have made up their mind on your product, these type of videos have to address many of the issues that your salesperson would have addressed.

Some examples would be explainer videos.  It’s a type of video that really explains how your product or service fits into your customer’s world, how they address their point and solve an issue.  

It’s a video that is key to the success of your business therefore really should be developed with a video expert and your sales team. 

 Steven Hunt

Senior Producer

SDC Video



Part of a series of stories on working with a video production company.

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