Literally everyone on the planet with a recent iPhone in their pocket possesses the potential to shoot and edit video projects. We’ve seen a meteoric rise in the so-called “Prosumer” category of video and photo gear: equipment that is considered by some as acceptable for professional use but priced within reach of many amateurs. But when should a corporate communications team opt to forego partnering with a pro video production crew and take on their next video project on their own?
Our team at DCE Productions gets asked this question often, so we decided to lay out some of the key points you should consider when deciding on the best solution to produce video projects for corporate and non-profit communications initiatives.
Over the past two decades we’ve experienced advancements in technology – specifically in photography and videography – that have forever changed the world.
Article Written By: Kyle Barrett
Director of Video Production
Acceptance by Some of Lower Quality Video Production
Let’s start by agreeing that the art of high-quality video production is alive and well. Many of the technology and market developments that have fueled the prosumer and amateur market have likewise driven the capabilities of professional production to amazing new levels (more about that in a minute).
But with the mass market adoption of homemade video content, social media reels and short videos, we’ve seen the overall quality of video projects steadily degrade over recent years compared to the pre-iPhone era. The trend of the mass appeal of substandard video quality is fueled by:
- Lower barriers to entry regarding video equipment and editing software
- Web streaming and social media as a primary medium for video distribution
- An appetite of tech-savvy people to become amateur video producers
The result of mass market video production is unprecedented viewership of video content. Clearly there is a time and place for Do-It-Yourself (DIY) or TikTok style videos. And we at DCE Productions believe corporate communications professionals should embrace video to tell stories and capture great moments. But first, a few questions need to be addressed when deciding if DIY video is the right call for your next project.
Where will your video be played?
“Begin with the end in mind.” Dr. Stephen R. Covey popularized this saying in his best-selling book The 7 Habits of Highly Effective People. And it couldn’t hit home more directly than in this scenario.
Consider the primary ways people will view your video project. For example, maybe you’re creating content solely for social media channels. In this case, lower resolution footage or less than perfect composition, lighting, and audio may be acceptable. But there are copyright considerations relative to things like background music. Make sure your team is up-to-speed on how each social media and streaming platform will process your video. There’s nothing more embarrassing than posting a video online only to find out later that the entire audio track has been removed. Or worse, you are flagged for copyright violation and now have a legal situation to deal with.
One common pitfall we see with live event productions at DCE Productions is when a client presents us with amateur quality video and expects to see it played back on large screens or high-resolution LED walls at a major event. This is when the difference between professionally produced video and DIY video becomes obvious to everyone in the room.
Video that is produced for an ultrawide LED wall or large screens can be tailored by a pro crew at the point of capture and edited to create a deep emotional connection with attendees at a conference keynote address.
Our highly skilled crew are well versed in the most up to date capture tools and technologies to address issues like this, whether it’s filming aerial footage in 6K or your CEO in 12K so we have the right amount of resolution to natively craft an impactful video that fits the presentation’s intended use, like for instance, playing on a large scale LED wall in front of a few thousand attendees.
Always begin with the end in mind when taking on video production projects.
Can your video project afford poor audio, or losing audio recordings altogether?
Capturing well-composed video content is one thing. But capturing great audio quality adds a huge layer of responsibility to a DIY project. For example, let’s say your team needs to record a customer testimonial video at your next trade show or conference. These are often noisy environments. In fact, you may want to capture the dynamic essence of the atmosphere in the background to highlight the excitement of the event.
No amount of audio gadgets bought on Amazon can replace the expertise of an experienced tech with a pro audio rig. When the words spoken in something like a testimonial video are absolutely critical to the project’s success, you’ll want to be working with a pro crew. If you are ok with substandard audio or even getting back to the office only to learn that the audio is unusable, then a DIY approach is probably fine.
Our crew of professional location sound engineers also offer additional services to make the filming process even smoother; this can include things like wireless monitoring for clients so they can hear what the Mic’d up talent is saying. It could be a variety of microphone options given the situation, whether that be boom microphones also commonly referred to as shotgun mics, various wireless lavaliers based on the needs of the shoot, the wardrobe the talent is wearing or the environment. All of these can be tackled by the knowledge and experience of a pro.
If you can’t afford bad audio or lost audio, a professional crew is going to make you sleep better at night.
How important is proper lighting to your project?
Lighting can make or break a video production project. Not only do proper lighting instruments aid in capturing great content, but the use of lighting is also important to creating a comfortable space for your on-camera guests and talent.
Again, let’s consider a shoot for a testimonial video as an example. In a high-pressure environment where time is always of the essence, will your DIY videographer be ready and capable to dial in color temperatures and position lighting instruments so they don’t blind your subject? And do you have the right lighting instruments for a variety of scenarios that may arise?
If you’re shooting outside on a fair-weather day and understand the basics of frontal lighting, your DIY solution may get you the quality you can accept. But we’ve seen lighting – or the absence of proper lighting – ruin many DIY projects.
Our team will identify any potential obstacles with the location of your shoot during what we refer to as a tech scout, where we walk the space to determine where power is located and what specific pieces of gear are needed. If the shoot is outside, we have tools to help break up and soften the sun for a natural look, or we have the equipment to light talent in full sun if needed. We could find ourselves indoors and in addition to lighting the talent, we can utilize accent lighting to bring the background to life using colored splashes of light or wirelessly controllable practical lighting tools to replace bulbs in things like lamps.
Either way, never take lighting for granted when shooting a corporate or non-profit video project.
Having a sound backup plan for equipment and crew
Depending on the level of your project, planning for what can go wrong is just as important as planning for what you expect to go right. Another great quote we find ourselves reciting: “The best laid plans never survive first contact with the enemy.” In other words, make sure you show up for the video shoot with a solid backup plan.
A pro crew is typically going to travel with ample backup equipment, including an extra camera, cables, spare lights and microphone options. Recently we observed an amateur attempt to shoot videos for a corporate conference at Nashville’s Gaylord Opryland, one of the largest conference center hotel properties in the United States. The 9-volt battery in the prosumer microphone they were depending on was dead, and they were frantically trying to find a replacement. It’s in cases like this where you need to run back to a gift shop when you truly learn how enormous a Gaylord hotel is.
DCE’s pros will always have contingency plans for times when issues arise and will spend time with you walking through any potential areas of concern and address each with you prior to filming. This way we ensure both our crew and the client’s team are in the know when something goes sideways.
To avoid project failure, have a thorough backup plan or hire a pro.
Putting your talent at ease?
Keeping on with the example of a sponsor or customer testimonial video shoot, it’s important to plan how you will manage the people who will be doing the talking on camera. This is something professionals do with high frequency. A DIY videographer may be technically astute, but how will they interact with your clients under high-pressure conditions?
First, getting the right person to agree to be interviewed can be a major task. Then scheduling, and ensuring you are ready when they show up, is another job.
A professional video production crew can help you ensure a great experience for your talent in situations like this. For example, a pro crew can assign a client-facing resource to help greet your client and quickly put them at ease, so their presence on camera is exactly what you’re looking for. The last thing you want is the presence of a valued client in a stressed-out environment where the quality of the interview itself suffers because your talent is not at ease.
Professionals won’t let that happen. And a pro will see things an amateur may miss, like a crooked necktie or dandruff on a sports coat shoulder. Pros like our team at DCE Productions are able to skillfully address those situations without creating an embarrassing moment for your client.
Top professionals often will take on the role of interviewer to help ensure you walk away with the sound bites you need for the project’s success. Our team members frequently fill the role of the off-camera interviewer and are also experienced in editing, so they know on the spot when they’ve captured the required content.
When considering a DIY approach, you’ll want to make sure each of these roles are defined and filled with the right people from your team. The biggest pitfall we see is trying to fulfill multiple roles with one person, who realizes in the heat of the moment they just can’t do everything, and the entire project suffers.
Advanced technology and innovation in the toolbox
Sometimes situations arise that go far beyond anything you imagined with your backup plan.
A recent case we experienced with a valued client of DCE Productions comes to mind. Our video production crew was retained to travel to Washington D.C. to shoot an interview with a high-profile individual for a featured video at their upcoming national conference. Our client was also flying in for the video shoot, but a large cluster of weather in her area grounded all flights and made it impossible for her to attend. However, it was critical that she watch the video shoot and sign-off on the content since there was only one opportunity to capture this footage.
The DCE team quickly assured our client that we could stream the live video shoot to her. In addition, we leveraged Internet-based communication systems for back-channel discussion with the client. The client was able to watch the live video shoot from her office and participate in the real-time discussion with our crew as if they were on site. In a case like this, working with a professional crew that has a proven track record of innovation saved the day.
Conclusion
The craft of creating amazing video projects is no longer limited to professional production companies. However, when approaching requirements for a video production project for corporate or non-profit use, there are many factors to consider. Sometimes substandard quality or even some degree of project failure by a DIY approach is acceptable. But when failure is not an option, and the final product plays an important role in helping your organization meet key business objectives, a professional video production crew can help you meet and exceed your organization’s expectations.