Video Production Toronto – Professional Video Content vs User Generated Content

User engagement with video content is higher than ever and the statistics prove it. According to eMarketer, potential buyers are 40% more likely to proactively contact a company after watching their video. In fact, 51.9% of marketing professionals worldwide cite video as the type of content with the best ROI (eMarketer). Between interactive websites, YouTube, and social media platforms, Toronto corporations that have been utilizing video content are seeing tremendous benefits in conversion rates .

Many companies in Toronto who haven’t yet joined the new digital world of video content marketing are now hitting the ground running trying to catch up. Unfortunately, due to ignorance or lack of proper budget, some non-video professionals believe they can produce their company’s video content themselves by using a home camcorder or even through their smart phone or tablet–scary stuff.

The idea of a do-it-yourself or user-generated video production can seem very alluring for the micro-managing entrepreneur as well as for the middle management exec whose looking to stand out in the office. Why go through the trouble and spend the money to hire a professional Toronto video production company to produce your content when you can just produce it all yourself, right? More often than not, what they’re left with in the end is substandard video content that no one will ever watch due to the following:

• Shaky footage

• Shots with poor lighting (sometimes to the extent that you can’t even see the person’s eyes in the video)

• Amateur choice of room backdrops

• Person in the shot with a “greenish tint ” on their skin, making him/her look sickly, because of the fluorescent lighting in the office (no knowledge of colour balance, lighting, and camera white balancing)

• Lousy framing – diminishing the person in the shot

• Inaudible lines spoken from the person onscreen due to low consumer grade camera microphones, loud rumbling room tone from central air, and background noise from the office

• Amateur editing abilities and cheap editing software resulting in cheesy transition effects, on-screen text and titles, reminiscent of some of the early 80’s music videos

• Videos are way too long . . . no knowledge of modern trends for video duration

• Lack of script writing ability, concept development, and directing abilities . . . so often we see people (likely employees of the company) trying their hand at comedy and acting and delivering poorly written lines . . . sad to say we’ve all probably seen examples of this at one time or another. You know when you’ve seen one when it causes you to roll your eyes and sigh in aggravation

Bottom line the results of do-it-yourself corporate videos can be painfully subpar, totally irritating videos that smack of amateur handy work and that totally fail to deliver the message about the company’s products, services, and profile in the market. And if you think that production value doesn’t matter (that any video content is better than nothing) . . . here are some statistics that will prove this theory wrong.

• According to Comscore, professionally produced video optimized for eCommerce outperforms do-it-yourself or user-generated video by 30%.

• And Visible Measures reports that 20% of your viewers will click away from a video in less than 10 seconds. By the 30-second mark, you’ll lose 1/3 of your viewers. By the 1-minute mark you’ll lose 45% of your viewers.

With statistics like this, companies should not risk the integrity of their brand by producing videos through do-it-yourself means. From concept to completion, a video must be properly produced to capture attention in under 10 seconds and this is best attained by hiring a professional video production company with a proven track record for producing engaging video content.

In our 11 years of producing corporate video content in Toronto, we’ve witnessed the near death experiences of many a corporate marketing campaign and have been called in to save the day a countless number of times. Too often, the “in-house” produced footage was not salvageable and we had to re-produce everything from scratch.

Remember, saving money for your business is all well and good wherever possible but as we all know- time is money and to waste your time trying to produce a subpar video to the detriment of your brand is a waste of your marketing dollar.

Always go with the pros!

All About Video Production – #2

All About Video Production – #1

Video Production Tips and Tricks – #2

Video Production Tips and Tricks – #1

Green Screen Production Techniques

To Track Or To Pan The Shot

Video File Compression Codecs

Common Video File Formats

How to Light a Scene for Interviews

Video Editing Software Ain’t Cheap

After We Shoot … We KEEP Editing

Bigger is Not Always Better

After We Shoot … We Edit

What Are Camera Gimbals and How Do They Work?

What’s the Deal With Green Screens?

Should You Use Tungsten or LED Lights to Shoot Videos?

Should You Use a Camcorder or DSLR to Shoot Videos?

Adventures in Video Production, Equipment Safety

Adventures in Video Production

Video Translation – Reach Your International Audiences

Keeping your Cool in Hot Weather or Cold Weather

How Important is Luck and Timing to a Business or Career?

Captains Blog: “Driving in Toronto is Easy”

Captain’s Blog: Natural Light From Windows Can Be a Blessing and a Curse

What I Learned After Filming 20 Interviews in Two Days

T-Minus Two Minutes and Counting

Never Fear the Groovy Camera

A Groovy Adventure

Make Your Thumbnail Image Stand Out with Colour

Why are your Video Production Thumbnails Important?

Video Production Toronto Blog – About Face

Video Metrics Benefit Influencer Marketers

Unboxing Videos

TrueView for Youtube

Fine Tune Your Video Marketing Strategy

Globetrotters Video

Using Facebook Video Ads

Successful Video Marketing in Toronto

The Continued Growth of Mobile Video

Strategic Insights for your Toronto Campaign

Video Production Strategy in Toronto

Check Out The Views

Viral Video In Toronto

Video Title Optimization

Live Video Streaming in Toronto

Social Video in Toronto

Long Term B2B Value With YouTube

Video Production – Talking Heads

Script Writing Tips

Top 5 Reasons to Incorporate Video into Your Marketing Plan

Success In The Big City

Professional vs User Generated Content

Professional vs DIY Web Design

When it comes to your business – hire a professional

VR & 360 Video (Part One)

VR & 360 Video (Part Two)

Online video is the business card of the 21st century

Video to drive foot traffic to your trade show booth

In Short … Keep it Short!

Superbowl Commercial Fun Facts

Why hire a Video Production Professional?

4 Reasons to have an Online Video Profile

Top 5 Benefits of Online Video Marketing

A Formula for Video Production Success in Toronto

Get YouTube to Recommend Your Video

5 Steps to Optimizing Video Thumbnails