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Does professional video really look that different than what you shoot on your iPhone? Does it actually make a difference for a company? YES AND YES.

Your Audience Doesn't Appreciate Cheapness and Corner-Cutting
This whole idea of "all you need is a webcam" is slightly misguided. And don't take our word for it, just be honest with yourself: when was the last time you actually watched a company's iPhone or webcam videos for an extended period of time- unless you were already interested in their products/services? Never? I'd love to tell you differently, but even just one quick peek at the YouTube Trends Blog will say otherwise.

To be fair, it's true that a webcam will suffice in creating content that may luck it's way into receiving exposure... but only if you have an incredibly engaging video personality and are very okay with low levels of production value. Having won the lottery once or twice before may be a good sign.

When it comes to your brand, there's no room for skimping!  Why? Because it cheapens your brand and compromises your offerings. Find a video production partner you can trust. This strategy allows you to focus on what your company does every day.  You are an expert at what you do. Let the video team be the experts at what they do.  

If you want to use video as part of your marketing, you are going to have to learn about the distribution process.

Think about it like this:  your competitors are savvy and they are pumping big dollars into video and seeing results. And no, making videos that no one watches and are not tracked is not being competitive; it's wasting your time and probably your money. Marketing is so much less about "what does it cost" and so much more about "what do I get from it." Your job is to get the best return on your dollars, not just the cheapest price. A "cheap" video with no results is actually more expensive than a video that "cost" more but produced an ROI.
 

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About the Author
Jake LeVoir is the Director of Sales at Slate and Main. He has built a career on helping organizations grow by developing engaging video campaigns that drive consumer traffic and increase brand awareness.

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