Ok, so if you’re reading this (watching this) you're probably aware that you should be considering video or want to improve how you use it.
Here's a few pointers to get you started - it's far from definitive, but it should stimulate some constructive thinking, so that you can use video that gets watched, and encourages your audience to do something positive?
First - are you using video now? If you are, stop and take a close look at what you've got.
Look at it from your audiences perspective what are they getting from it? Who are you aiming it at? Are you using it to it’s maximum, is it being used and deployed everywhere and anywhere appropriate. Take a close look and be honest. Does it represent you, your messages and your brand in the best way possible?
Second, think about your audience; who are they? Customers, employees, new recruits? Think about how you can target them so they pay attention to your message. What kind of messages do they want to hear? Think about the look and feel of each video - will it engage them?
One way to do that is to think of the way YOU engage with videos that someone else has aimed at YOU. Does it work? How do you react? Does the message get through to you? If it does, think about why it does.
Third, understand the medium. It's not a waste of time surfing YouTube to see what's popular, what's not, and how other businesses use video. Gauge your responses and those of your colleagues: how quickly do you get bored? What looks twee? What looks amateurish? What looks too slick? What's just plain dull? Is it linked to other materials like brochures, white papers or other websites? Then compare notes and try to work out how you would like to look, to your audience.
Then, work to build on those insights by looking specifically at what your competitors are doing. Appraise it honestly and then work out how you can match or more importantly, exceed their efforts. This can form a great starting point if you are going to get the ‘professionals’ in, like us, fact finding acts as a great foundation to build upon.
Next, to shoot or not to shoot? that is the question… The technology is cheaper and better than ever before: an excellent, inexpensive HD camcorder can be bought almost anywhere, and the editing software that that avaibale gives you the ability to make programmes that can be quite good.
‘User Generated Video’ is here to stay. It has its place. It may save money, get your message out there quicker and provide tangible results. But my advice on this is simple: If you’re going to broadcast your message to the world – make it count. That piece of video might be the only way your customers, or peers can judge you.
So… is it right for you and your brand to make it yourself? Discuss this in depth, and the pros and cons of doing getting the professionals in.
Ok, well we are half way through, hopefully it's opened your mind a little more as to how to getting the ideas flowing in your busniness and amongst your colleagues.
If your looking for more ideas watch part 2 or take a look at what SugarSnap can offer.
More about Simon Burgess.
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