One of the most common hesitations I see with businesses wishing to deploy more social techniques of engagement is their hang-up about making a video. This example from Google strikes me as the perfect example of a "social business" video i.e. the "casual" video for social engagement with an invisible professional touch.
I see this reticence whether the discussion is about making videos for internal use (for enterprise social networks) or for external consumption somewhere on the social web. The argument is usually polarised and runs like this:
- "We need to professionally present our business and have it professionally made and that will cost us $3,000 per video, I know that because I have just spoken to the video people we usually use".
- "No, everybody is used to Youtube and they even use those types of amateur videos on the daily news and even business programs - these days we are all able to get the content without fussing about the quality".
I actually favour the second view, just make it with your iPhone and do the best you can to hold things steady and get some good lighting and sound. People just want to hear what your customers or other employees are saying and if that is in their noisy office or factory that is ok.
OK I'll admit that my leaning towards the more casual approach does not usually solve the problem. Mostly I just think that in time those in the "professional" camp will become more relaxed, and until then they just miss out on the opportunity.
But there is a middle ground, and the Google Deep Learning video shows it. Here's what struck me about this video (aside from the astounding content):
- The setting is extremely casual;
- The framing, angles, and lighting are professional.
- It's extremely "business social".
I think that this is a perfect model for those companies concerned about conveying a professional image in a "social" video. I doubt very much that this cost $3,000 to make, but on the other hand it was carefully planned.
What do you think?