SHOULD YOU INVEST IN YOUR OWN VIDEO STUDIO?

In April 2016, an attorney and friend of mine in Sacramento, Mike Hackard, decided to start creating and posting videos. It was, and still is, a bold choice.

Lots of law firms hire professional video production companies to film short ‘infomercials’ in their office, sometimes spending as much as $5,000 for a single video. Mike had in mind to create something quite different: a steady stream of useful content for people interested in estate, trust, and probate litigation.

It is essentially a marketing strategy that Gary Vaynerchuk calls “giving without expectation,” and it means adding value upfront, and seeking to create a positive impact. It’s not a commercial or an infomercial, and there is no guarantee of any return.

People search YouTube and Vimeo for videos of authorities and professionals discussing niche topics because they are looking for answers. On any given topic, there may be sometimes as few as 5 or 10 people in the entire U.S. who care, but to those people, that information can be hugely valuable. Is it worth it to spend time creating a video that only a handful of people will ever watch? Yes. In the words of Gary V, here’s why:

“When you put others in front of yourself, whether intended or unintended, things just happen. It’s magical. Be it in life or business, I implore you to always seek to be the giver first. If you can give without expectation, you’ve got everything to gain. It’s not an easy trait to acquire but it’s certainly something I advise everyone to work towards. Not only will it make you feel good, but it’ll provide you the leverage that you can utilize if the opportunity comes knocking.”

Nearly three years later, Hackard Law is still making videos, now more than 400. It is a staggering achievement and one that puts them in rare company. According to my search of YouTube, fewer than eight other law firms in the US have made and posted as many or more videos. Hackard Law’s most popular video, on the topic of “Prosecuting Estate Theft & Fraud,” has been viewed almost 12,000 times.

Most videos get between 50 and 100 views. No doubt the firm continues to make them because it does feel good to give value and because a positive vibe helps generate referrals and business.

The decision to start making and posting videos for a professional organization is one that requires a surprisingly large commitment – mostly of time, but also of money. Hiring a video production company to film short posts will quickly create costs that spiral out of control. At thousands of dollars per clip, few firms can afford to make even five videos, let alone 400. That leaves two choices: use a mobile phone or set up your own studio with a camcorder.

It is true that mobile phone technology has greatly improved, and videos can now be made quickly and for virtually no cost using an Android or iPhone, but the overall quality is not professional. Video quality is fine, but audio quality on even the best phone is poor. For lifestyle clips, mobile phone videos are a good choice, but if you’re an orthopedic surgeon and want to post a video about ACL reconstruction, a selfie video probably conveys the wrong perception about you and your practice.

The obvious answer, of course, is to create an in-office studio where you can have a dedicated camera and microphone, and where you can make professional-looking videos at a low cost.

Here’s what Hackard Law spent to create its studio in 2016:

The most expensive items on the list were a professional camcorder for $2,000 and studio lights for $1,000. Altogether, not including furniture that was already in the office they converted, the total hardware investment came to approximately $5,000.

The decision to use a green screen, which allows for putting in different backgrounds, means that professional video editing software is required. A subscription to Adobe Premier Pro with Full Adobe Creative Cloud adds another $600 per year. If you’re serious about doing high-quality videos, this is approximately what a starter-kit currently costs.

If it’s as simple as spending ~$6,000 to create an in-office studio, why don’t more professionals make more videos? The answer, of course, is that it’s not quite that simple. Here’s why:

1.      Setting up a studio will require some technical expertise. You can go to Best Buy or Amazon and purchase all the right equipment, but you’ll still need someone with experience and knowledge to help set it all up correctly.

2.      Creating new content is difficult and time-consuming, especially if you want well-scripted and accurate information. ‘Winging it’ is not a good strategy.

3.      The art in making videos is in post-production. Taking raw footage and elevating it to high-quality content requires skill and knowledge. Fade-ins, fade-outs, music, titles – all of that look and feel is done after the take. If you don’t know how to use Adobe Creative Cloud, you’ll need to find someone who does. That step alone can be both expensive and time-consuming.

4.      Posting videos to your website and social media accounts is another important step that will require time and attention to detail. Consistency is crucial.

The bottom line on creating videos is this: If you’re willing to devote time and energy to add value, and if you’re willing to buy the right tools and equipment, that investment will eventually pay off. However, don’t go into it with your eyes closed, or without a wholehearted decision to be steadfast.

As I’ve written about, it can, and will, take time.

Expect that there will be technical glitches, expect that you may sometimes need to do 20 takes before you get one that you’re happy with, and expect that you’ll only get a handful of views at the start.

There will be friction. And when there is, keep in mind that good things come to those who are willing to work hard and stay the course.

When Jay Leno was a struggling young comedian trying to get time on stage, he spent a lot of time at comedy clubs waiting for his turn to go on. Sometimes that meant standing in line for many hours with many other aspiring comedians in front of him. Invariably, he wrote, someone in line ahead of him would get tired and frustrated and would give up. What was Leno’s reaction? ‘Great, thank you – I’ve just moved one step closer to my goal.’

If you need more inspiration, definitely read Leno’s witty and marvelous autobiography, Leading with My Chin.

Who knows – if you start making videos you may discover latent acting talent! If not, well, you can still feel proud for having helped make the world a better place.

[email protected] or via Twitter @FEQR