By Robert Tuomi
(WINDSOR, ON) – Without question, execution is the secret to success in marketing. Too often these days in the age of social media this is too often overlooked as companies apparently rush to find internet fame by posting very amateur videos to sites like YouTube. These are often the same dubious quality videos posted on the many paid newswires where they languish because of absurdly low quality.
It is a critical mistake for any company to publish poorly executed content on public relations newswires and social media. But they do.
These days the wires and social media sites are littered with content that is so far from journalistic or broadcast standards that it can’t be used. They should ask themselves if they can’t do a decent video what guarantee do their customers have that their products are any better?
Marketing used to be about putting your best foot forward, looking sharp and being sharp. For some reason this does not seem to apply to social media. Ryan Holiday, writing on BetaBeat.com on May 14 last year, laments that, “the quality of content on YouTube has stagnated somewhere between ‘awful’ and ‘downright terrible.'”
Perhaps Holiday has identified a malaise that suggests downright poor quality is the new quality. Or it could be that companies are trying to be cool.
If so, they are misguided.
Being cool does not mean being unable to communicate. Some of the major offenders have actually created videos with so much background noise that the talkers, usually company executives, some with no presentation training, simply can’t be heard or talk with a microphone in their constantly moving hands creating variable sound levels.
The producers of these less than epics should also take a close look at the “talent.” Too often executives appear sloppily dressed. No one checks little things like ties not tied correctly or items of clothing looking dishevelled.
Today’s corporate movie wannabes also seem to have no clue about lighting which is both a craft and an art, which means it is doubly hard to master. There really is no reason for businesses to put out substandard content. David C Baker in the article Getting Past the Gatekeeper, published recently on Communication Arts, summarizes how the corporate types can do better. He suggests one of the greatest mistakes is that they do not follow any work plan nor do they use quality video recording equipment often relying on smartphones and the like.
He offers that a $3,000 digital SLR, equipped with inexpensive LED lighting, can produce results (in full HD) that “can be stunning.”
Baker also suggests video makers really need the help of a person who knows how to put these masterpieces together in a coherent fashion, or at least someone with the proper software applications. He believes you, “have to have a skilled offline editor piece the presentation together. But packages like iMovie are included on any Mac, as is GarageBand. The final element to capture is good audio.”
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