I spoke with someone yesterday who’s doing their best to get their company executives onboard with producing more videos. Not just producing videos, but having them professionally produced.

They’re getting the same resistance many people get… why should we pay for video production when we can buy our own camera and do it ourselves?

It’s a touchy question, but this is how I typically answer.

You run a successful company. You put a lot of time, effort and money into crafting your company image. You hire talented people, make sure the office looks professional, you have a nice website designed, et cetera. In short, you want people to see you as professionals… industry leaders.

Keeping that in mind, why would you then go out and self-produce a mediocre video? There’s no question, companies can create their own videos. They just won’t look or feel like a professional did it.

Keep in mind, your company video is going to be your first impression for a lot of people. You could have talented people working on every client project, the most beautiful office ever and a website taking home design awards… but if you don’t have a video to match? All people will see is that you produced your videos on the cheap.

Now, I’m not saying you have to spend a ton of money on your videos. The average price of a T60 video is about $5,000. It’s not chump change, but there are a lot of businesses that spend more on stationary.

The bottom line is that this is your company image. Don’t go through all the work to craft a great image then through it away by producing a video below your stature.

–Tony Gnau

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