Ill conceived. Muddled. Detrimental. And that's me being kind. If I read one more blog or Twitter tip that glibly says you should "enhance your web presence with video-and it doesn't have to cost a thing", I may spit. Of course it costs. You may not have to spend tens of thousands of pounds on a lavish production which explores the outer reaches of Final Cut Pros capabilities but why would you want to make your company look rubbish? It makes no sense to buy into this amorphous and nonsensical rot that "all you need is a phone with a camera; even a webcam will do". NO IT WON'T DO. No more than you would sign off a piece of business artwork which resembled a dying spider crawling across the page.
The people spouting this unhelpful drivel always "film" themselves in a cluttered and untidy room with half a grubby curtain in shot, replete with tinny sound and woeful shot composition.
I don't know of any walk of professional life where "that will do" is a commendable ethos or something to strive for especially not when it comes to the image of your business. I don't care if you're a one man band life coach or a national organisation, you do not give you web designer £500-£2,000 and then make your own crappy video. Unless you want to be a laughing stock. Yes it's great that so much effective technology is reaching a much wider market but sometimes, you need someone with skill, experience and insight. I would no more expect the CEO of Barclays to pick up a mobile phone and shoot his corporate video than I would visit the local oncology unit and start administering chemotherapy with no background in it whatsoever.
