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Online Video: When “Good Enough” Is Not Good Enough

Glint Adv - January 13, 2014 - 0 comments

Online video has exploded. Whether it’s videos on social media of friends partying or a local dentist showing off his new x-ray machine on his website, short, engaging videos have become the preferred method of information broadcast and retrieval for our information rich society.  Business owners are recognizing the advantages of Internet video messaging and are seeking cost-effective methods to engage customers. But, not all videos are created equal.

In recent years, the convergence of high-speed Internet access, digital cameras, and desktop editing software has radically changed the means and costs of video production.  For small business owners, this means an opportunity to take advantage of available technology and create impactful, engaging video content that can be used to attract clients, increase Search Engine Optimization for websites, and create a memorable, interactive experience for users. Videos can be used to feature new products, introduce key personnel in the business, showoff a new office, or even offer coupon discounts to viewers. The possibilities are limitless as businesses and ad agencies find new, exciting ways to reach out to customers. The key is keeping the quality of your messaging on par with the quality of your company image.

While video technology has become more accessible, it doesn’t necessarily mean that quality is always a characteristic of the final product.  Fortunately, if you’re trying to market a business, there are a wide variety of production options available to you, from big-budget, full-service production companies to the kid on craigslist with a video camera.  When considering these options, many people get stuck on price, but you have to make sure you choose the option that’s right for your business. Even though your nephew’s in film school and can produce a video for cheap, it doesn’t mean it’s going to be good.  It’s kind of like owning paints and brushes; anybody can buy the art supplies, but it doesn’t mean they are going to be able to paint a masterpiece. Training and practice are necessary in order to understand composition, brush strokes, and perspective. Similarly, quality video production includes adherence to the basics of good Hollywood filmmaking principles; good camerawork (cinematography), good sound, & good editing to tell a compelling story.  Without any one of these elements, you’re left with a video lacking in quality and/or style.

Too often, small businesses are allowing themselves to post videos that are “good enough.” There is an unfortunate assumption in many marketing directors’ minds that as long as video clips are shot and edited together, and there’s some music underneath, they have a video worthy of their company’s image.  Unfortunately, this leads to a lot of mediocre, low-quality videos finding their way onto the company’s website, or social media pages, and resulting in a whole lot of nothing. Customers don’t engage and the video didn’t produce the results the executives were hoping for. The misunderstanding that any video is a good video can hurt your brand in the long run.

When it comes to marketing your business, you have to ask yourself, “What kind of image am I trying to portray for my business?” You will have no problem finding a bevy of eager, young video production students who will be more than happy to work for you for very little money. While they may have the equipment, they may not understand the messaging needs of your company or the best way to communicate those needs to potential customers like a trained professional does. On the other end of the spectrum, a big-budget production company will result in a great end product, but may cost you an arm and a leg. Unless you have the extra money to burn, this may not be the right choice for your business either.

In between the two extremes are producers and production companies that understand the challenges and needs of the 21st century video marketplace, and cater to clients attempting to make the most of their resources. These individuals and small companies can often provide the technology and artistry to deliver a video product that meets all your budgetary needs and allows you to market your company with quality videos that are engaging, effective and exciting. The difference in quality of videos made by amateurs vs. professionals is directly proportional to how your business is perceived by the people that view those videos.  Do your homework to find a compatible production partner for your business and never settle for “good enough.”


  • Cheaper is not always better. Think about the big picture of your business’ image.
  • Ask to see a reel of the production company’s previous work.
  • Ask for references to contact.
  • Don’t try to force an in-house Admin. into a video producer.

If video production is a path you’re thinking about heading down, let us help point you in the right direction and produce a video that will meet all your marketing goals. Give us a call at (817) 616-0320 or shoot us an e-mail at to discuss video options today!

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