Producing Video: How To Make Smart Choices That Drive Results

Every system has constraints. Whether you’re a small business, a big company, or a solo creator, there are constraints in producing videos.

It could be your timeline, in which case you’re going to have to pay more for things to move quickly.

It could be that your team isn’t great on camera, so you’ll need an actor.

It might be that you don’t have any money, so you’ll have to do everything yourself.

Here are a couple of the tradeoffs I’ve helped clients navigate when deciding how to get a video made.

On camera talent: If you’re making a video that will be used for sales purposes, then your sales team should be equipped to speak on camera. 

If not, that speaks more to their training and experience talking about your offer and the key selling points.

Now, I recently heard, “my sales team doesn’t stick to a script”. So, that client is going to hire a voice actor. But, that might actually be a symptom of larger sales issues within the organization.

Editing: If you’re creating shortform videos on your phone, there are a bevy of apps that will apply captions with Ai. Some will even add small visual effects or basic b-roll. 

This is better than nothing. It’s nearly as good as low-end Fiverr editors that are churning out as much content as possible. They might be using the same software and adding a few extra touches.

But, a talented editor will still take your SVVs to another level. If they know what they’re doing, they should be able to increase viewer retention by 5-10% just through the quality of their editing.

The exact same thing applies to Thumbnails. 

A little ai or a fiverr freelancer will get something good enough quickly and cheaply.

But, an experienced thumbnail designer should increase your Click-Through Rate (CTR) by a few percentage points just by clarifying and simplifying your image.

All of these are tradeoffs you must consider when you’re working on a video project.

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