How Video Can Both Make and Break Your Image

So many performers post cover song videos and, similarly, entrepreneurs post talking head-type videos.  Therefore, it’s time for an analysis of this media by someone who works with it regularly.  This week features a guest blog from Dalton Burdette, an award-winning actor and filmmaker who has done short films that have been screened at festivals and has also done corporate videos.  See some of his work on YouTube here.

Using videos to promote yourself is quite a perplexing topic. Everybody universally agrees that having good videos is undeniably important, but a lot of those same people are the ones who consistently water down the ability of themselves or their videographer. For some reason, there is a disconnect between the understanding of importance and the realization of unnecessary interference.  This attitude can be a toxic thing for you (or your business), because bad videos can completely break your image and how people see you. With that being said, good videos can do the exact opposite.

Why bad videos can destroy your image

When promoting yourself or your business, you are constantly putting yourself out there in the public eye, which in itself is a brave thing to do. While confidence in your image is important, showing confidence behind a poor quality video makes you seem incompetent. Seeming that way to your viewers that you are continually marketing to will kill your image fast. It makes people ask themselves, “Why should I take this person’s business seriously, when they don’t take how they market themselves seriously?”

If you want to have good videos, here are a few things you can do:

Hire a great videographer

The videography business is a competitive one, and finding someone, or a company, willing to put in the work for you is much easier than it seems. Ask around for referrals or look for work that you like and then contact the creator.  Failing all that, a simple online ad should find you someone quickly.

Clearly communicate to your videographer what you want

Many times, people find themselves disappointed in a video that has been done for them and AFTER it has been shot and edited they point to a competitor’s video that they wished it had looked like. Don’t be afraid to be specific with your videographer about exactly what you want in the video.  Even if it means showing them a different video that you want similarly done, just communicate – before they do the work.

Listen, and be kind to your videographers

Understand that making these videos can take time. A lot of time. Also understand that the person you hired has probably done several videos and thus knows a thing or two about what they’re doing. Communicate who your audience is, inform them what kind of video you want, have them be honest with you about their technical capabilities, and let them do the rest.

Make your own video

I know what some of you are thinking, “I need great promotional video, but videographers are so freaking expensive! How do I keep the good quality?”

The answer to this is simple.  Cheap does not mean bad, but it can if you’re not careful. Some businesses thrive with promotional video that is down-to-earth and cost effective. This approach can be appealing because it keeps you on the same level as your audience and doesn’t scare them away with big production value.

So, if you can’t afford videographers, or you don’t want a big business approach to your video, you can do the following…

Obtain sound equipment

What a lot of people don’t know is that sound is actually WAY more important than your visual look. As long as your video is steady, you can shoot it on a smartphone for all it matters, but you MUST have good sound. You need both a microphone and an audio recorder to properly get sound in your video, and again I must stress, this is the most important thing you can do.

I could go on and on about the importance of good video, but I want to hear directly from you. What questions do you specifically have about promotional video? Please feel free to email me at dburdette@MovieKnightsProductions.com.

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