Here’s the scenario: Someone in your organization is a video hobbyist, or has a nephew right out of “film school,” or just happens to “know a guy.” So against your better instincts, you hire him to produce a promotional video. And after much delay and drama, it doesn’t turn out anything like what you had envisioned. In particular, it may have:

  • An incoherent or nonexistent storyline;
  • Poor audio quality;
  • Unskilled shooting;
  • Artless editing.

And at some point you’re going to show that promotional video to me, and you’re going to ask me what I think.

And I will diplomatically say something like, “It doesn’t quite reflect your organization’s image.”

Look, I get it. You’re faced with an increasing demand for videos, on a decreasing budget. But let’s put things in perspective. As my dear old dad used to say, “If it’s worth doing, it’s worth doing right.” And as my dear old mom used to say, “You only get one chance to make a first impression.”

Videos are often the first and most important point of contact with your target audience. You know that.

So when you ask if it’s all right to shoot your corporate video with an iPhone, you’re really asking …

Is it ok to be mediocre?

Honestly, sometimes it is ok. For instance, you may have an internal sales video that’s composed of video footage shot by your field reps. In that case, there is an expectation among your audience about what kind of experience to expect.

But external audiences expect and deserve more. Your organization has worked hard to build an image and reputation. And on a practical level, consider how many other videos are vying for the same eyeballs.

Sometimes, you’re better off doing nothing at all than doing something poorly.

Here is a test to help you decide:

If your video is not being viewed to completion by at least half
of the people who watch it, your video has failed.

It’s easy to track those metrics on YouTube or Vimeo, and you should be doing it with every video you put out into the world.

Here’s a simple video that has done quite well with viewership.

Feel free to get in touch if you’d like a little help avoiding a train wreck.

Bill Haley