It seems like over the last week or so I’ve been overwhelmed by discussions on video marketing. To be specific, using video as a marketing tool. I totally get it and agree 100%. A video can help put a product into context in a way other mediums can’t. I’m right there with you people! But, I disagree a little on some of the finer points.
Like what exactly is a video. I guess I’m old school. In my mind a video would be something that involves, you know, video. It also includes animations, graphics, motion graphics and images, and so on. I’ve seen other uses a slide presentation set to music and exported with a video extension as video. I have to say I have a hard time with that…I suppose technically anything that runs on YouTube is a video. But do slides, no matter how nicely done put together and awesome looking (and some of them do look awesome) really count as video? Maybe it’s just the video purist in me, but that’s something I have to get used to.
The other point is that anyone can use the above technique, or any number of free or cheap software programs and a couple of hours to make a video that will win them lots of business. In my mind this goes to quality. I’m not saying that you need to spend thousands of dollars making videos. I don’t believe that’s the case at all. I think you can make some really great high quality products with a pocket friendly budget. But as I’ve discussed here before, sometimes you get what you pay for.
I do think that there’s room for all kinds of video (even if I’m partial to actual video kind of videos), but I also believe that people need to look before they leap. Nothing beats planning. A video should make sense to your marketing campaign. It should have a purpose and not be a video just so can say that you did one. I’ve said it before and I will say it again, do a video because it is the best way to reach your audience not because everyone else is doing them. That will be the fastest way to video marketing success.