We're all used to seeing
online video but can we differentiate the driving forces behind them? Does
production value really matter? What do we actually mean by production
But first, what exactly are the driving forces and why is it
important to differentiate?
Let's step back a few years and remind
ourselves that You Tube started life as a social sharing website. The clue is
in the name: "YOU", whilst "TUBE" refers to cathode ray screens. It was saying
"Broadcast your own content online for everyone to see and to share."
Not surprisingly, therefore, much of it was and still is casual, low
quality material, filmed by Joe Average, using whatever device he or she has at
hand. The content might well be just for fun. Joe Average then learnt he or she
could share world events where the factual content may be serious but either
way the technical production value is not an important factor.
As we all
know, You Tube has now also evolved into a major resource in the corporate
world. The rules there, however, are very different.
When, in the
business world, we hear the expression "It's only for You Tube" we're inclined
to reply "Well, actually it's not, it's for your viewers."
are usually either clients or prospective clients. It's likely to be one of the
earliest encounters they experience with a brand. They will form an opinion
from what they see so it's crucial that they come away with the right
information and judgement about the business or product.
value is not just the quality of the image and sound. It's also the quality of
the content so like all good marketing materials; ideally it should be
professionally designed and produced to generate the right impression and
reaction. Quite deliberately the word "designed" precedes "produced".
video terms, design is "Pre-production" whilst filming and editing is
"Production and Postproduction".
| Company videos are
often judged by the "Production and Postproduction" (filming and editing),
which are indeed important. That's what gives a video its professional polish
and shows prospective clients that the business it's promoting is also
professional, established, secure and cares about delivering
If, however, the "Pre-production" (planning and design) is
wrong then no matter how good a video looks, it will not deliver results.
People don't buy into something just because the video "looks nice". It must
also appeal to their emotions and give them good reason to buy.
marketing ethos is saying "It's only for You Tube", then it isn't good enough.
Remember it's for your viewers, and your viewers are your potential customers.
Even online and whatever the style may be, top brands always use Production
If you're not confident that you can create and deliver an
production package and would like a Production Company that also
understands marketing and
why not give Video Interactive (promotions) a call? It's what we're known for.
It's what we do well.
If you would like help creating
an effective theme and professional production for a company promotion about
your business or adverts for your products, why not give CorpFilms [UK] a
"It's what we're known for. It's what we do well"