Having been one, I have a lot of respect for freelance video producers. The best of them have an amazing gift of being able to focus on both message impact and fine production details at the same time – in the case of live production, in the same moment.
Traditionally, businesses have had expectations of “professional” corporate videos with sound, image, and editing requirements that require time and resources to create. Meanwhile, out in the Real World, videos have become a dominant tool of speedy, real-time communication created and distributed by just about anybody.
And those Real World videos have an immediacy, authenticity, and credibility that produced corporate videos can only dream about.
Recently, I had the pleasure of advising a planning team for an upcoming Finance group meeting by talking them out of their idea to hire a professional video producer. The team wanted to deliver a video of diverse voices—from both inside and outside of the company—to describe issues and trends that would compel meeting attendees to take strategic actions. Rather than poking a production company to start the cycle of scripting / scheduling / shooting / producing, we asked people to use their cell-phone cameras to give us their thoughts in selfie videos. We sent around a quick help video with some simple tips to ensure basic quality.
Each speaker did it differently, some talking from notes, some messing up the sound a little bit. But everybody seemed real because viewers knew they were pushing the buttons themselves, and that added authenticity that let them sound like they really knew what they were talking about. The result was kind of a hybrid of a videoconference presentation and a personal video sent to you by someone you know and trust.
The finished product was very effective. It cut through the clutter of the typical communications assets used at most meetings. It added life and liveliness to common business topics. Did I mention we saved money?
How can you manage the use of social-media style tools for effective organizational communications?