The Worst Advice We’ve Ever Heard About Video Production
I’m going to level with you. A driving force behind the reason I started my own marketing company was seeing marketing videos and thinking, “I could do better than that.” Having done marketing for my dad’s company, I couldn’t help but see mistakes everywhere I looked. Making professional videos isn’t just business for me—it’s a passion. In the early stages of Farmore, and even now, I felt like there were so many misconceptions about what made a “good” video. Here’s some of the worst advice about video marketing we’ve ever heard.
“There’s no need to hire a professional—you have an iPhone.”
Apple made photographers and videographers of everyone. The iPhone quality may be good, but you’re not an expert. And without the proper equipment and knowledge, any video will still be unprofessional. And do you really want your company represented in such a plebian fashion? Just like you shouldn’t get a boyfriend off Craig’s List, you should never present an amateur representation of your professional self.
“Just start shooting.”
Or, “We’ll see when we get there.” Any professional videographer worth his or her salt knows the key to shooting good videos is planning and preparation. If you have a professional say, “We’ll just shooting and see what happens,” run far away. And while flexibility is a good quality to have as a videographer, strategy is more important than that. No matter what kind of video you’re shooting, make sure the professional you’ve hired has a plan.
“Long videos are better than short ones.”
Statistics tell us only 28% of the words on a webpage will be read, and 17% of page views last only four seconds, but on average users will watch 2 minutes and 40 seconds of a video. And although it may be tempting to make a five-minute video, it’s a better policy to make a short video that your consumers will be more likely to watch all of—and share. Promotional videos should typically be only 1-2 minutes long, just enough to engage your audience and get your message across without boring them. Perhaps more important than actual duration, make sure the video isn’t rambling or bloated.
“You only need one video.”
Most businesses think they only need one overview video of their business—and that the one they made in 2000 is still good. Don’t be fooled; it’s often best to break down your topics into several videos. Our client ForeverLawn, for example, not only creates different videos for different products but also breaks them down further with a video for each product feature. Think about how nuanced your company is; it’s inconceivable to think that just one two-minute video will sum up everything you want your customers to know. Having more than one video is worth the investment.
Video is a relatively new marketing technique, so misconceptions are bound to arise as its popularity increases. You can be informed and stay up to date with the latest video marketing news and trends by subscribing to Farmore Insight. We promise not to spam you and only provide you with helpful marketing insight.
About the author
I'm Luke Fortin, CEO of Farmore Marketing. Originally from Turner, Maine, I achieved my Bachelors Degree in Business Administration from Clearwater Christian College in 2013. I love the combination of business and art that marketing provides--I believe it's what makes a business unique and successful.