3 Ways to make a video

Companies that are only producing professionally made content are not harnessing as much as they can without allowing a means for user-generated content. In last weeks article, I wrote about the types of video you need for your business. This week we look at three ways you can create these videos:

1. Yourself (User Generated Content)

2. In-house production team(could also be professional)

3. Outsourcing to professionals

Which way you want to do it depends on how much time you have and your level of expertise. But it's not a case of using one of the above ways. It would be best if you looked at making videos by all of these three ways.

1. User-Generated Content (UGC)

UGC (or DIY) can be defined as producing your own content, such as blogs, social media posts, podcasts, photos and, of course, videos.

There are many benefits to producing your own content.

Technology - With the proliferation of video technology, it has become easier for you to make your own high-quality video content and share it with the world.

Cost - Technology has become so much cheaper. Fifteen years ago, a broadcast-quality camera kit would have set you back between ￡30-￡40k. Now you can buy an iPhone for a few hundred pounds and shoot in fantastic high-quality. An Apple iMac costs under a thousand pounds these days, and by using free video editing software, you can now set yourself up as a video producer for only a couple of thousand pounds. 

Immediacy - The great thing about producing your own videos is that it can be done right now. You can film a video blog on your iPhone, choose the best take and publish to YouTube, Facebook and your website in a matter of minutes.

Authenticity - There's something about shooting your own blog or customer testimonials where the quality may not be so good (i.e. shaky camera, no lighting, poor audio), which makes the content authentic. 

Content can trump quality, but if the subject matter is dull and the video production quality is poor, then this will not work in your favour. If you’re going down this route, you need to make your videos as simple as possible to start with. I would look at making a video blog or asking a client for a testimonial. You want to produce a short piece that requires little or no editing.

Below are the types of videos that are suitable for you to try:

Simple video blog - Let's keep things simple. If you've never been in front of a camera and don't want to invest in camera equipment at this stage, then you can use the webcam on your PC or Mac.

Interviews, product demos, testimonials - Let's go to the next level. Taking a camera on location and recording a customer testimonial, or taking it to the warehouse where you want to produce a product demo.

PowerPoint and screencast videos - These types of video require no filming and mean that you can turn the presentation you gave at your sales meeting or conference into a video. With PowerPoint (PC and Apple) and Keynote (Apple), you can record and export your presentation into a video.

2. The In-House Professional

Many businesses don't have the resources or infrastructure to create a video strategy. Although you have the desire to produce hundreds of videos each year is there, you don't have the time to do this yourself, or the budgets to outsource to professional video producers. Building an in-house video team is the middle ground between UGC and professional.

The types of videos in-house can produce:

Not only can they take on video blogs, interviews, PowerPoint presentations and all the other things I mentioned in the UGC section, they can also tackle slightly more complex projects, such as talking heads and events.

Here is a list of some of the more demanding video productions an in-house team could tackle:

• Talking heads/interviews
• Presentations
• Case studies/testimonials
• Conferences and events

3. Professional Video Production

If you Google' corporate video production', your search will return hundreds of companies near you. The websites you'll see will vary from a one-person band operating from their back bedroom to companies based in Central London with staff of fifty plus.

The types of videos best suited for professional production:

Narrated documentary – Professionals will help refine messages and write a script. It's also invaluable to have a producer/director conduct the interviews and get the best out of your CEO and/or staff.

Drama – Again, this style of video will need to be scripted and storyboarded. Usually, professional actors are involved with these films, and a production company will source them for you.

Commercial brand video – These videos require high levels of production values and creativity, where a professional video company can make you and your team look the best.

Animation/motion graphic video – Talented people are needed to make these types of videos. If you want 3D images of your product to fly through the screen, you will need a professional to create that.

The power of three

You may be thinking I’m doing my industry and myself a disservice by suggesting DIY and in-house video production rather than pros only. I strongly believe that video is the future of the internet and will be the way we will all communicate, so your company will need content. Therefore, having a mix of all three will fulfil the requirement for the number of videos you will need. I am already working with organisations that are using this approach. In fact, if you really want to know more then get in touch, as I can help you consider all the options and assist you in building the perfect video production team.

"Companies that are only producing professionally made content are not harnessing as much as they can without allowing a means for user-generated content as well." - Abraam Ibrahim