On Monday I talked about User Generated Content (UGC) videos and touched on Do-It-Yourself (DIY) videos that got a few of my colleagues discussing the pros and cons. Of course a lot of us would be happy if everyone who needed a video would just hire a professional. After all, that is how a lot of us make a living and I don’t want to discourage anyone from using a professional. However there are times when a DIY video is just what you need. I’ve touched on what are the best types of video to use online in the past and different occasions call for different types of video.
My friend Jack Brumm of Pixel Wire Media pointed out that if your business strategy involves being “high-end” then producing substandard videos doesn’t help your strategy. He then went on to say that he was talking to Steve Garfield, the online video expert from Boston, who talked about his concept of “business casual” videos. The idea is that a lot of people are becoming accustomed to DIY videos on YouTube and if the information is compelling then just do it and make the video. This makes a lot of sense in a lot of instances. For example a lot of business is not conducted in formal settings or corporate board rooms. A lot of business is conducted at informal networking events in khaki slacks with an open collar or out in the field in work boots and jeans. There is no reason why some of your videos can’t be the same way. Perhaps you are on the run, on the plant floor or at a conference and a quick video blog on your flip phone is the way to quickly and efficiently get content out. That gives the video a bit of urgency, immediacy and a bit of personal connection that is not found in many online videos. I would say experiment with this and try it.
I would caution against a one-size-fits-all approach to business videos online. There are times when you have to put on the white shirt, red tie and black wing-tipped shoes for that professional look. And by professional I don’t mean stuffy business look, I mean a well-crafted, effective message. Take a look at your marketing strategy. Where do style, content and professionalism count? Where is it appropriate to loosen your tie and be more casual? Who is your audience? What are you trying to accomplish? What will they respond to? Match your online video to match your business marketing strategy. Where does this fit into your online and social media strategy?
When do you think a “business casual” video would work? Is anyone trying it? Would you like to share your experiences and the videos? Leave a comment and a link below.
I often deal with online video, social media marketing and inbound marketing. If you have any questions or would like to talk please contact us at Image Media Partners.
Photo credit: Walter Blum