Jack of All Trades
Distinguishment defines a creative trade. However, it is often a fine line to decide what makes these works great. Metrics can trace effectiveness which are contingent on various sources. All that being said, there are definite rights and wrongs when it comes to branding videos. A professional look is easy to acquire even by amateurs if done following the proper advice. The business of corporate video is a bit trickier. There are many facets that go into making an effective video to help brand a company. A company that wants to establish their brand to the public can find creatives to do each step individually. Maybe they have a good idea to start with and come across a director who can shoot it but then they have the challenge of finding an editor who can handle it from there. There are many individuals who can claim to do it all from pre to post production and for a fee that seems too good to be true. Most of the time it is and underbidding a job can be dangerous for the client as well.
When a company looking to expand their market decides to create video content they are on the right step to building a larger customer base. Countless sources cite the power of video for all aspects of communication in today’s world. This does not mean everyone can become a quality filmmaker. Film relies on many people coming together to collaborate on a single project. Even Charlie Chaplin, who wore more hats in film that anyone to date, needed assistance to create his films. If he were alive today he would have no idea as to handle the technical aspects of each field. Directing takes a specific eye, cinematography requires knowledge of technology that is constantly improving, editing demands thousands of tedious hours to become experienced and a producer holds all these roles together.
Hiring an video production agency where they employee talents for each of these jobs is often more costly than finding a so called “jack of all trades” who tells the client they can complete every part of production themselves. Even the best agencies use freelance workers for some of these tasks when the job requires it. Knowing one’s limitations is a part of success. Most of the better production agencies hire people with experience and degrees in their specific field. It is important to note that beginners should be given a chance in all industries as the novices of today are the masters of the future. However, those starting out should learn from the more experienced. The culmination of a writer with imagination and can keep one step ahead of the trends, a director who knows where to place the camera and organize the crew on set, a cinematographer who understands how the equipment to make the shot meaningful, and editors who know their job so well they remove any fingerprint of their skill from the perception of the audience. Working as a unit these production companies excel in major aspect…. Deadlines. Each person pushes the other because their job depends on it. The editor can not begin work until the shoot wraps. The crew can not begin shooting until the writer has developed a script. Writers are notorious for delaying completion; if throughout each step there is a colleague pushing them is the best chance of the work progressing.
Most businesses are run the same way. There are different departments and each relies on the other for something. A CEO can attempt to do the accounting but an audit would be an unwelcome inconvenience. Someone in the HR department can also do some IT work but it is not advisable. When a company cuts corners on distinct job roles there will always be some important aspect lacking.
The real threat is from companies looking to cut corners in their marketing budgets by hiring someone who underbids the job and claims to be able to complete a project from start to finish single-handedly. More common than not, the person who underbids will require money as time goes by realizing they hit a dead end on the minimal budget. Even if the person doing the production is honorable and takes the hit, they will despise the project and delay its completion or cut corners themselves.
There is an even worse, long-term reproduction to releasing a video of poor quality to the public. Branding is how potential customers view a company. The video creates a sense of identity and when it goes wrong it more memorable in a negative way. Bad ads are the laughing stock of the internet. It is uncanny how many corporate logos resemble genitals despite numerous stages in the development. With video it is even harder as viewers judge the advertised product based on the quality of the video. If the sound is muffled or the video too grainy it makes the average viewer think the product being sold is inferior. According to a Brightcove research study, 62% of consumers said they are more likely to have a negative perception of a brand who published a bad video. This is a majority of viewers that most companies can not afford to lose. The viewers who can forgive judgement of a poorly made branding video are also the consumers who are less persuaded by advertising. Selling a brand image relies on informing those consumers who can not inform themselves.
Finding an agency that can create high quality video content and understands the nuances of marketing trends including the new uses of native advertising and social media is a must for a company trying to establish themselves. The goal should be to work closely with the production company throughout the years and develop a refined marketing campaign. Hiring the cheaper person to shoot a single video does not ensure they will be in business later on or will even be able to accept future projects. It is crucial to find an agency the client company can trust and grow with over time. Consistency is important the most important trait of business. It shows all those involved that they know what to expect.