I realized the other day after reading this that I’ve talked about reasons to use a professional video team. I’ve talked about how much I love the magic moments that you have. I’ve even talked about why you should use video. But what I haven’t talked about is why sometimes video isn’t the answer. As much as it does pay me to say it, video is not always the right answer. Let’s face it, it’s not.
Here are my Top 5 reasons not to use video:
- We want to be cool! I think a lot of people want to be a part of the latest greatest what ever is hot, but don’t necessarily consider if the latest greatest is right for them. I mean look how Twitter, Facebook and YouTube have exploded. Everyone wants to be there, but not everyone has taken the time to figure out what it means to them. Most business jumped on the social media bandwagon before develop marketing plans, metrics collection or even a plan of attack. Yes, you may seem that much more hip because you tweet, but if you don’t know how to use it to attract and keep customers, is it really worth the time investment? The same is true for video. Don’t make a video because all the cool kids (or your competitors) are making videos. Make a video because you have something to say and the best way to say it.
- My boss says we need it! Great, what about it does he feel you need? Just because his nephew is in film school, or just graduated, and is looking for a paid gig doesn’t make doing a video the best idea. (For my answer on why the nephew may not be the best idea, see the above link on the professional video team). Maybe your boss read an article somewhere saying that video marketing is the best thing since sliced bread doesn’t mean that it’s right for you. You’ll save yourself a lot of time and the company’s money if you play Devil’s Advocate for a few moments and find out what “We need video” really means.
- We want people to be able to see the faces of our staff! Not a bad idea, but not a great idea if your folks aren’t good on camera. Let’s face it, you can’t get much more awkward to watch than someone who is uncomfortable on camera. It doesn’t matter how many times you try to record it, rewrite or relax them, some people just aren’t good on video. Honestly, that’s ok. I would much rather have someone who is awesome with clients and not so good on camera than someone who is terrible on camera but comes off like an award winning actress on camera. Since she’s going to be spending 99.9% or her time with clients let her be awesome at and don’t embarrass her by forcing her to be awkward on camera. If you want your clients to see people’s faces then come up with a clever bio page with photographs of everyone. Chances are everyone will be happier with it in the end.
- Cost Outweighs ROI! As much as video folks like me want to do a video for you, it’s got to make sense to your bottom line. Does the cost of the video (even if it’s “free” there are probably staff hours involved) make sense for what you’re going to get out of it? If what you’re spending in dollars, time and/or effort is more than the benefit you’ll get from doing a video, it probably isn’t worth it. Video should be viewed the same as any marketing project. If the cost outweighs the return on that investment, you should rethink the plan. A video should make business sense for you and your organization.
- I’m Just Not Comfortable! This one really should be common sense, but if you don’t feel comfortable doing a video then don’t do it. One of the worse things in video is when someone is uncomfortable in the video. But the same goes true if you’re comfortable with the whole process. It only takes one tense person to drag down a project and make everyone else tense. Tense does not good video make.
One last thought….This advice applies to many things in life: there’s nothing wrong with not be ready for video. Video is better when you wait for the right time and place. Wait until your ready for video, you’ll be glad you did.