The Tendo View

Web videos are easier to produce and more affordable than ever. Your audience expects them. And not to use video, some would argue, is a missed opportunity.

That said, you’ve probably thought about low-cost, high-value online video by now. Perhaps a program to arm product marketing or customer reference teams with Flip cameras to capture hard-to-get or behind-the-scenes video? It’s a great source for compelling content and we applaud the thinking.

But having produced several videos of this type, we’ve learned a few important takeaways.

1.    Don’t do it just for the sake of doing it. Talking heads around a conference room table under fluorescent light isn’t a compelling viewing experience. But seeing a product made or seeing an expert in an interesting environment is. Think about what works well on video before giving it the go-ahead.

2.    Start with an internal video. An internal video is a great way to test new processes and people’s abilities with new technology. More importantly, it lets you work out the kinks before targeting external audiences.

3.    Have a detailed plan. Although you don’t need to be a pro, capturing decent video requires forethought. Create a detailed plan that covers every aspect of the shoot. Whoever ends up behind the camera needs to know the basics of lighting and how to frame a shot, what makes good b-roll, and how all the elements should come together.

4.    Don’t scrimp on audio. Poor audio quality is often the most obvious shortcoming with do-it-yourself video. You can fix this by incorporating a voice-over to carry the piece or by licensing music to play in the background. These two elements can do wonders.

5.    Budget time and money for post-production. A motion graphics or Flash designer can make a mediocre video look great. Adding graphics, text, and branded elements, such as product shots and logos, can spice up an otherwise dull video. It’s safe to assume that your video will need this added touch.

Like anything, the best advice is to experiment and take risks. Online video is still an emerging and evolving format, but if you start with these basics in mind, who knows? You may have a viral hit on your hands.