The majority of independent online video content being created is mostly unwatchable.
I’m usually not that critical of online video (and, I’m the first to admit that I am guilty of creating some of this unwatchable content as well), but as the Internet matures, grows and brings in new audiences – specifically those interested in the more professional/business aspects of the channels and platforms – something has got to give. Do I mind when someone I know and admire just riffs off of their built-in laptop video camera? Well, it depends on who that person is and how relevant the content is. Do I ever think that the content adds to their credibility? Hardly ever. Sadly.
Video production is a beast unto itself.
A great way to get your feet wet in upping the quality of your online video production would be to pick up Steve Garfield‘s recently released business book, Get Seen – Online Video Secrets To Building Your Business. There are a handful of things anyone can do to up their online video production. Regardless of whether or not you like the whole "shaky cam" thing, it’s important to acknowledge that quality video is hard to produce. It requires a mix of skill sets and it takes some time to get good at it (and a whole lot longer to be great at it). The challenge is that the tools to create those quality videos have become super cheap, so when those two clash, we get hit with a smorgasbord of unwatchable content that can often diminish someone’s credibility in market without them even knowing it.
Here are 8 ways to produce online video that will not kill your credibility (from someone who knows nothing about it):
I’m no expert.
I don’t produce videos (personally). I’m just an avid viewer and lover of content and information. With that, I tend to be fairly forgiving of a lot of the video sins that are committed because I appreciate that people don’t have a lot of time, budget and skill to make their content broadcast-worthy. Most other professionals won’t be as kind and forgiving as I am. The expectation – from a professional perspective – is that everything you publish helps elevate your credibility (even if it’s just a little bit) with each new piece of content.
Great online video is like great art: It’s almost impossible to define, but you know it when you see it. What are you seeing?
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