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Just say no to DIY video

August 25, 2015

Ask anyone involved with internal video creative and production departments these days, and you’ll likely hear that the proliferation of video requests – from the ad-hoc to the planned is increasing dramatically.  From the C-suite, right down to user generated content (UGC) on smartphones, everyone wants to engage with video. And it makes sense, since video is the go-to means of communication for this generation of employees, and the go-to mode of communications for the time-strapped executive. The new challenges facing marketing executives and video producers is no longer proving the idea that video is a necessity, but about controlling the quality of the brand message, efficiently managing video requests and accessing corporate storytellers.

How and when we produce video is ever changing.  And as DIY technology proliferates, DIY video will play an even more prominent role in video communications than it does today. Unfortunately, just because you can record a video, it doesn’t make you a video producer.  DIY video and UGC continues to create headaches for marketers and producers alike because the visual and audio quality often does not meet brand standards.  Videos produced on smartphones and other devices may seem to be faster and cheaper, but in the long run, does your brand and as importantly, do your storytellers and executives really want to look ‘just okay’ on a video that may be shared across multiple social networks?

Just say no to hand-held, created video.

Remember the old adage ‘garbage in, garbage out?’  The same holds true for video, regardless of how it’s used or distributed. It may seem easier, and more cost-friendly to relegate video content marketing for internal communications to hand-held devices, or to user generated content (UGC), but in the long run, UGC can only take your video communications so far.  As video becomes more and more ubiquitous, finding ways to drive down the costs of video content capture and production make more sense.  Remote video acquisition technology can help.

Global Storytellers_RVA
Turning talent accessibility challenges into opportunities.

Lack of access to specific talent in a timely manner is one reason that is often cited as a reason more video is not produced. Working with poor quality user generated video quality is another challenge. Remote video acquisition (RVA) capability helps to address these challenges. So what is RVA exactly?

Remote video acquisition is about capturing and telling your essential stories to engage employees.  RVA is the ability to capture personality driven video, from a fully lit, remotely controlled video studio.  Typically this type of video is short and conveys specific messages delivered by one of your content experts or executives who are located in remote offices. Control capabilities of the RVA process are usually located, wherever your video producers and creative directors shoot video.  This enables your remote talent to be directed by producers and creative directors; and then easily edit the video in post. RVA capabilities mean the C-suite and business unit leaders can easily communicate strategic company messages to your employees easily and whenever needed. Video content can be developed, shot and distributed to your employees in a timely manner, driving engagement, and over time increasing productivity and collaboration.

So, as you consider who will create your next video and on what device, consider these five benefits realized by forward thinking brands who use RVA to produce video.

  1. Consistency in branding values, delivering higher production values
  2. Estimated 40-60% savings per finished, personality-driven video
  3. More efficient and productive video staff
  4. Faster turn-around to internal clients
  5. Better video and audio production quality control

As I posted earlier, forward thinking brands are investing in video to drive employee engagement. And nothing is more compelling than engaged employees.  So, the video you produce for internal communications should be similar in quality as those produced for your external customers.  As primary video consumers, your employees expect better and as your first line of brand ambassadors they deserve better. [check out this video that was produced with RVA content].  Treat them like your customer, and give them video content that they want to consume and they want to share.  Your video creative and production teams will thank you and your employees will thank you even more.

 

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Let's just make a video! How to embrace last minute video requests. 11.04.15
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