Opinion

You don’t need money to make video

Anne MilesBrands, companies and individuals don’t need a budget to get into video says Anne Miles in a piece that first appeared in Encore. It can all be done for free.

Quality video production that was once the domain of film professionals is now available to marketing content producers for free. The default for the production industry has moved and this shift is fundamental to breaking down the current production model. What professional production houses used to charge a premium for is no longer a premium product, and as a result the industry is scrambling for the next tier above them causing chaos in the industry and making it unclear who the genuine article is.

Until we accept that clients can make their own content at a level of professional quality, the industry won’t move on. Consider that it’s now possible for anyone to make content for free. Here are some examples where this is already happening to great effect.

1. Using a built-in webcam

Here’s a good example of a DIY instructional video that has had more than 400,000 views on YouTube. This is perfect in many ways – it gives genuinely helpful information without a hard sell. While a big brand may not fit with the low production values of such a video, it wouldn’t be unreasonable for their customers to produce a video like this and still be on brand.

2. Using a table top

While this example shows artistic skill, the approach would work without it if the content is relevant and of interest to the audience.

3. Recording the computer screen

There are a number of technical solutions to achieve this including software to record off the screen or host a webinar.

4. A simple studio setup

Green screen functionality adds a new dimension to the work without too much technical challenge but is still for the more adventurous. For purists that will scream and yell about green screen being the domain of professionals, there are now numerous online tutorials that teach the everyday punter how to do this.

5. Export a PowerPoint presentation

Basic PowerPoint presentations can be used to create slideshows and animations for simple uploading to YouTube and other video platforms.

Until professionals who already produce this kind of base level work start adding more value to their content, companies really are better off making it for themselves. However, while most organisations have the ability to make their own video, the reality is that they don’t actually want to, meaning the opportunity still exists for professionals who know their stuff.

But perhaps the real question for companies now that these options are so accessible is what is ‘on brand’ for individual businesses? What strategy drives what they do? Are they buying the right expertise at the right price (and value) and what can be done in the space to remain fresh and entertaining?

  • Anne Miles is the managing director/executive producer of production agency International Creative Services.

Encore issue 11This story first appeared in the weekly edition of Encore available for iPad and Android tablets. Visit encore.com.au for a preview of the app or click below to download.

ADVERTISEMENT

SUBSCRIBE

Sign up to our free daily update to get the latest in media and marketing