I came across a posting from a large corporation and the question posted was “Should we be doing DIY videos?
Do-It-Yourself video’s do have a place in the corporate landscape, but are best suited for the social side of your business. When it comes to a marketing video, training video or an image piece, producing a professional presentation should be at the top of your to do list.
Recently, we finished an image video that pushed our client out on top of all the other white noise of content on the airwaves. The video was not overly produced, but yet it was done well from a cinematic and auditory standpoint. The concept was strong. The talent was authentic and the impressions made were significant. On top of all that, it went beyond just image and interjected a social element as well. It had all the right parts. It was a recipe for success. And, isn’t that what we all want? We want to be seen and heard in our best light, showing our best side and making an impression that leads our audiences to action. Creating a professional video should push your message beyond all the other white noise.
So where does the DIY video fit? The YouTube generation has transformed the video landscape by giving everybody a voice. As a corporate communicator it should be your job to filter how and where your corporate voice is used. I came across another ALS challenge video the other day by a large company where all the employees from a department were doing the water dump in honor of an employee who has ALS. An employee spokesperson explained why they were doing it. It was a social event and they documented it well. Obviously there was planning and filtering of the event. A minimal amount of production value was needed. That was good use of their corporate voice to demonstrate a culture of caring. It made a good impression. On the bad side of DIY video, I recently saw a self shot video of a marketing person explaining why you should use them to do video. The audio sounded like they were in a tin can. No lighting. No support footage or graphics. The location looked like a hallway with tan nondescript drywall. Wow! How not to get work. And to top it all off, they were selling themselves as a video marketing company. It was not documenting a social event. It was being used to garner business. It really missed the mark. The message was lost because it was using the wrong medium of a DIY nature.
“The medium is the message” is a phrase coined by Marshall McLuhan meaning that the form of a medium embeds itself in the message, creating a symbiotic relationship by which the medium influences how the message is perceived.
In conclusion, DIY corporate video has its place. Use it socially. Use it wisely by still taking the time to plan and filter your message. And for everything else, let a pro help you make the most of your message so that it makes the right impression and in turn brings about real action from your intended audience. The medium is symbiotic to the message. You can draw your picture with crayons on paper or artfully paint on canvas. Each has its place. Choose wisely.
For more general information on Marshall McLuhan’s concept – http://en.wikipedia.org/wiki/The_medium_is_the_message