Good Enough Video?

THE SKINNY

In the era of YouTube, expectations for the production quality of videos are lower than they used to be. People used to expect "Hollywood" quality. That is no longer the case today.

THE STORY

Over the past 18 months, Elliott Masie of The MASIE Center has watched a shift in our expectations for the production quality of video used for learning. Just a short while ago, corporate training and learning videos needed to reflect almost "Hollywood" production quality. Yet, recently, as we are more comfortable watching YouTube type video outside of work, our acceptance of "Good Enough" video - often short, to the point and almost a home video mode - has risen dramatically.

Masie says that learners seem to thrive on the "Good Enough" values because of:

* Speed to Publishing - These are fresh and often reflect very recent changes or observations.

* Voice of the Field - They often have a sense of authenticity - reflecting the voice of the field vs. HQ.

* Duration - They tend to be to the point and more likely to be 3 to 7 minutes long vs. 15 to 30 minute "films".

* Quantity - Due to the lower cost and overhead, they are resulting in a wide range of video to choose from.

* Rankable - Many are allowing workforce ranking of these videos - to allow the best to rise to the top.

Despite the lower video quality it is still key that the audio be clear, and the focus and lighting be good.

THE SCORE

With everyone owning "smartphones" these days, everyone can a videographer. Everyone now has the ability to capture video and tell a story. Think about this next time you are executing a corporate communications plan.

Look for opportunities for your employees and/or customers to tell their story and own your brand. While the production quality may be lower, their testimonials will be more authentic than a corporate scriptwriter could compose. Hold a video contest, a scavenger hunt, or even invite your audience to video blog about their experiences with the organization and/or your products.

As consumers they've already embraced this quality of video on YouTube, so "good enough" video is now good enough!