With the introduction of easy-to-use video cameras like the Flip, Kodak Zi8, and smartphones like the iPhone 4, high quality videos are being made every day by people who never would have shot video before.  Sure, there were camcorders back in the day, but they were such a pain to use that parents would only break them out on Billie’s birthday or on Janie’s first dance recital.  These days, the amount of video being shot is growing and Cisco projects it will be 90% of consumer internet traffic by 2013.

Along with the growth of consumer usage of these cameras, we’re experiencing a rise in business usage as well.  A testament to the interest level is that two of our most popular blog posts have been Business Casual Video and Produce Video Without The Producer.  90% of our customers use either the Flip or the Kodak Zi8 to capture the video clips for the Video Apps they make with our software.

You’d think that this movement would be very positive for video production companies.  After all, if video is more pervasive, then that means more demand for professional video producers.  Based on my interactions with producers over the past year and posts I’ve read in message boards around the web,  producers generally seem scared that their craft is going to disappear.  Here’s an interesting excerpt from a post on CreativeCow:

Forget the Flip for a moment, it’s just a symptom, the underlying problem is that video is becoming a commodity to them and the Flip allows them to exercise that theory. It’s no longer the arcane alchemy art/voodoo of ex-hippies and artists, it is something they think (I said “they”) anybody can now do, since after all, “they” are proving to themselves anyone can do it.

Like any disruptive innovation, there is a chance that these new video cameras along with innovative software will eventually kill the art of business video production.  I don’t think that will be the case.  Instead, the new technology is opening up more opportunities to use video than ever before.  Who would have though of doing a video blog in the 90′s?  Who would have thought of hiring a video production firm to promote a webinar?  Nobody would.  It was too hard and way too expensive.

What we’re finding is that by using video in new and innovative ways on their website, in sales interactions, and in customer support, our customers are getting “over the hump” with video.  They are learning the lingo and how to use the equipment.  In addition, they are getting an appetite for more video.  A number of our customers have followed a similar pattern:

1. Video was an enigma to them.  They thought video was hard.  They were afraid to try it.
2. Using our software along with our coaching, they made a few marketing and/or sales videos that were successful
3. Do-it-yourself video quickly became a key part of their marketing and sales lifecycle
4. After several months of doing this, they ask us to help them to find an accomplished professional producer to help them with their “Homepage Video”

In the long term, I believe that innovations in technology and software are good for professional video producers, as long as they are willing to adapt their business models appropriately.  Sure, some of them will go out of business, but it doesn’t have to be that way.

Interested in DIY Business Video?  Download our eBook Best Practices For Using Video To Convert Visitors To Leads

Photo Credit: Jon Gos

Cecil B. DeMille was famous for flamboyant productions such as the Ten Commandments, with lavish sets that almost outshined the actors (which, in some cases, was actually his objective). How much of Cecil B. DeMille’s flamboyance should you bring into your productions? Let’s just say that in most cases less is more. In fact, if you’re just getting started, we suggest that you focus on the fundamentals of lighting, sound, background and traffic control. We’ll call these our “Four Commandments,” in honor of Mr. DeMille.

Lighting – Look for a location with good lighting that can be placed in front of the subject. If the subject is up against a wall, for example, be sure the room has more than one overhead light to avoid harsh shadows. Windows can bring in ambient light, but be sure the subject is facing the window to avoid the issue below (TIP: the brighter it is behind the subject the more light you’ll need in front).

Sound – New videographers ignore best practices for sound at their own peril. There’s nothing worse than getting home and discovering that your footage is marred by whirring, whooshing or extraneous voices you didn’t hear onsite. A little extra time in advance of shooting, however, goes a long way. If you’re in a quiet room without any echo, you may be able to get away with using the microphone built into the camera. Rather than take any chances, however, it’s better to have an external microphone on hand.  A lavalier microphone easily clips onto your subject and connects to your camera (be sure you have enough cord!). Ideally, the microphone should be 1-3 inches from the center of the chest.  Hide the cables by clipping them onto ties, button down shirts and jackets.

Backgrounds – Less is often more with your background. A cluttered background can distract the viewer and make your video seem amateurish. Removing the clutter, such as in the right-hand image below, immediately gives your video a more polished look. Note how the left-hand image has lines going through the subject’s head and reveals clutter behind. This is an easy fix by simply taking an extra minute to frame your subject through the viewfinder.

Traffic – Even seasoned videographers avoid high-traffic areas for video shoots. Your best bet is a conference room or office where you can shut the door.  It’s also a good idea to prepare signs saying “video shoot in progress” and, if possible, distribute an email to your company letting them know you’ll be filming.  And don’t forget about people and noises outside any windows. A bus going by or loud laughter in an office next door can ruin a “perfect take.” Be sure to anticipate all distractions and make plans to avoid them before you start.

Cecil B. DeMille was judged by his colorful sets and how well he could direct “a cast of thousands.” You’ll only be judged on how clearly your subject’s message is received by the viewer. By following these four commandments for lighting, sound, background and traffic, you may not win an Academy Award, but you will produce video that converts potential leads online.

Yes, this is a plug, but it’s an important one. Yesterday we announced an important partnership for our growing company. While we continue to preach how easily and cost-effectively you can produce video, we realize that some companies could still benefit from professional guidance and/or extra arms and legs, at least early on.

As of today, our clients in the U.S., Europe and Asia can outsource the production of their video-enabled marketing apps, including event promotion, customer testimonials and product/service demos, to MEDIAmobz, a marketplace for creative services, particularly video production. Once you contact us (or them) you’ll immediately be matched with a team from their global network of video producers and you’ll be off and running. Video in less than 24 hours has never been easier.

To learn more about our partnership with MEDIAmobz and discover why they are such a strong global partner, please see the press release we jointly issued yesterday

Also, please don’t’ forget our upcoming Business Wire event on April 27 in Boston where MEDIAmobz will provide examples of how video-enabled marketing apps can be beneficial to your business. You can learn more about that event here.

Once you’ve shot your video, you’re probably anxious about the next “hurdle,” editing it. But it doesn’t need to be a hurdle at all. In fact, unless you’re submitting the video to the Sundance Film Festival, too much fussing is not only unnecessary, it can also distract potential leads from your core message.

For most business-oriented video, you’re better off with simpler formats, basic editing software and a few best practices. Even if your boss’s kid is home from USC’s Film School, resist the temptation to add unnecessary complexity, and instead focus on the message and the messenger.

If you’re just getting started with your video initiative, here are three tips to help you avoid overkill and get started successfully and (relatively) pain free:

Garbage in=garbage out. Every editor has a story about being handed disjointed raw video and being asked to transform it into a great finished piece. Sure, the best editors can perform miracles, but the cost and time required is too steep. A script template (how to promote an upcoming webinar, for example) can help you produce clear, concise footage from the camera that requires very little post production. Planning in advance will save you editing time later.

Let the camera be your guide. There was a time when generating high-quality footage required expensive equipment. And even then much work was necessary in post production to correct lighting and audio problems. Today, many easy-to-use HD cameras are on the market that can deliver excellent results with little practice. In most cases, you can upload the video and prepare it for your email campaign or website with very little post production.

A picture is worth a thousand words. Although many finished video pieces require only a little extra editing, sometimes a bit more work can increase impact. Software programs such as Camtasia, Jing and Animoto can help you easily add static images and screen captures to your finished video for a more professional look. You’d be okay without them, but they’re so easy to use you might as well give them a shot.

There are certainly other tips that will help your videos get better over time, but these three are a great starting point. If you think before you shoot, shoot with a good HD camera and take advantage of inexpensive, easy-to-use software to add a professional look, you’ll be producing conversion-worthy video is less than one day.

To read about other tips for using video to convert online visitors to leads, please download our eBook, Best Practices for Using Video to Convert Visitors to Leads, here.

And be sure to come back to our blog for more tips and tricks.