The Pros & Cons of Hiring Professional Talent Or Using Employees For Your Video Content

If you’ve ever considered developing video content, you’ve probably faced the dilemma of deciding whether or not to use in-house talent – like an employee – or professional talent, like an actor or actress for your video content. When making this decision, there’s a few pros and cons you’ll need to consider. 

Creating professional content requires a detailed understanding of strategy and the steps required to achieve your goal. When developing a corporate video at a high level of quality it might seem like the right decision to go directly to an internal employee to represent the brand, but – while often budget-friendly – this decision should be completely situation-dependent. 

The best thing to do is to start with your objective and work backward toward the decision between internal and professional talent. For instance, when developing a recruitment video, it makes the most sense to utilize real staff to describe the community, culture, benefits and perks of working for the business. The same could be true if you’re highlighting a very technical product or service where you’ll need an internal subject matter expert on camera.

A situation where you are more likely to use outside talent or professional talent could include a commercial with heavy dialogue or a promotional video that requires an animated delivery with a particular look and feel. A lot of employees won’t be great on camera, and can’t be expected to memorize dozens of lines. 

Pros of Using Inside Talent

Using your employees is a great way to highlight your brand, and to show the authenticity of your culture. Also, if you have an employee that are client-facing, they’ll be recognized by your clients when they see the video. Another pro of using an internal team member is the cost upfront. There is generally little to no cost to using staff in your video. 

Cons of Using Inside Talent

Even though you may have somebody that does well speaking in front of people or in public, it doesn’t always mean it’ll translate in front of the camera. Sometimes being in front of that lens simply makes people uncomfortable, and they seem to freeze up and just don’t know what to do with themselves. This camera-shy coincidence leads to flubbing lines, many retakes and a lot of editing on the back end. So, while it may be cost-effective to use an internal employee up front, it can actually cost you a lot of money on the back end with the time invested in editing out mistakes.

Another con of using an employee is employee turnover. You should consider which employees you’re going to choose to have in your video. If you have any concern that they may not be with the company long-term. Take this into consideration when you’re choosing an employee to be in your internal video.

Pros of Using Professional Talent 

The great thing about using professional talent is that you have a pool of people to choose from. As a result, you can get the right look and feel for your video, along with diversity in the video that you may not get with your internal team. You can also audition these people to truly scope them out ahead of time, which is great and can be a time-saver on the back end. You’ll know what you’re getting into, who’s going to be coming in on set and what their capabilities are when you start filming. 

The other nice thing with using professional talent is they are usually camera-ready. They’re going to come on set and be ready to go. They know how to read a script, deliver their lines and deliver the professional product that you need for your final video. When you finish production, your video shouldn’t require as many retakes and editing at the end of the day.

Cons of Using Professional Talent 

The downside of utilizing professional talent is that they’re not as familiar with your business. It can take them a little bit of time to understand your culture and present the content in the way that fits your brand (but they can do it). One way to avoid this learning curve if there is a lot of technical jargon involved is to have an internal subject matter expert on set with the actor. That way they can answer questions, make sure the actor is not mispronouncing any key terms or misstating any statements and ensure that the content being delivered is accurate. 

Another and probably the most obvious con of using professional talent is the cost. Hiring an actor is a much more significant investment than a staff member. However, in our experience here at REBL, we’ve found the balance of up front cost and diminished editing/after-production time investment usually evens out.

In conclusion, there are times using internal talent makes sense for credibility or culture purposes, or if you have a tight budget. However, you always have an option to use professional talent that can up the value and save time on the production of your video in the end. Consider all pros and cons when planning your business’ video production strategy.

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Understanding the Difference Between B2B and B2C  Video Strategy

When it comes to B2B vs. B2C video strategy, a completely different approach needs to be taken for each. The primary reason these two styles vary so widely is because they’re targeting different audiences who have different sales cycles with different products or services, price points and decision makers. If you’re looking to create a B2B or B2C video strategy, you’ll need to first understand your audience in order to market to them effectively. 

B2B Video Marketing Strategy

B2B Content, Style & Tone

If you’re a B2B company and you’re producing a video, you really want to build trust and educate your audience first, because you’re targeting multiple decision makers within a company who each need to know and understand what you do. For B2B, the sales cycle is also usually much longer because the decisionmakers are researching you and your competitors in order to make an informed decision. 

When scripting your B2B videos, you should be able to convey what you do in a concise and professional manner, and understand that you’ll need to focus on taking a more educational and thought leadership approach versus a promotional and sales-driven tone. 

B2B videos are usually going be longer, averaging between 2 to 20 minutes with most content falling around the 10 minute range. These videos need to be focused on building trust with your audience. 

B2B Distribution Strategy 

For B2B videos, you’re most likely going to place those on LinkedIn, Vimeo, YouTube, and your website. xWhen developing and strategizing the length, style, and format of your content you shoud take into consideration the platform you will share it on. 

B2C Video Marketing Strategy 

B2C Content, Style & Tone

For B2C content, understanding your audience means recognizing that you’re usually dealing with a single consumer who is looking for a product at a lower price point and ready to make a quicker decision. This type of video content can  be more promotional and should be brief and action-oriented. You have a shorter window to capture your audience with most B2C content, so make sure that your videos are eye-catching off the bat and get to the point immediately so that the consumer can make a quick decision while they’re looking for a product or service.

B2C Distribution Strategy

When you’re distributing B2C videos, you’ll usually focus the most on platforms like Facebook, Instagram, and TikTok. Consider the format, specifications, style, and length for those channels when developing your B2C video content. 

B2B & B2C Video Strategy Similarities 

In some ways, B2B and B2C strategies are actually very similar. When it comes to emotional appeal, for instance, while B2B may seem more corporate and professional, you still need to focus on connecting with your audience. Just like with B2C audiences, the decision makers are still people. They’re human, and want to feel like your brand understands and connects with them. 

While the tone may be more educational or technical for B2B content, you’ll still want to ensure you convey your mission, culture, and heart. B2C content follows the same style, but focuses primarily on the emotional impulse of the decision makers with a more flexible and casual tone.

For both B2B and B2C video content, the quality matters. You’ll want good audio, visuals, lighting, and scripting. Don’t just “wing it,” and always make sure you have a plan. Your end customer deserves good content, and you deserve to get full value out of the video assets you’re creating. 

You have one chance to make a good first impression on your target audience, whether you’re marketing to B2B or B2C. So whatever you do, remember to focus on being strategic, having a plan, and grabbing the audiences attention within the first 5 to 10 seconds of your video so they’re engaged for the duration of your content. 

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5 Tips for Creating a Killer Video Content Strategy

In a world where the digital landscape is littered with visuals vying for user attention, video content is becoming paramount. Whether you’re on your laptop or your phone, you’re probably finding yourself exposed to more video content than ever before. 

Beyond sheer entertainment value, video is also becoming critical to the manipulation of consumer behavior. In fact, a recent study showed that 81% of people made a purchasing decision based on a video they watched from a brand. And if that isn’t enough to convince you of the essential nature of video marketing, the same study showed that companies reported a 70% increase in brand awareness from the videos they produced, a 51% increase in traffic to their website, and a 34% increase in sales… all from videos. Can you imagine a 34% increase in your sales from producing videos, or the impact of even a 10% or 5% lift? These numbers are a game-changer for any brand. 

So the question becomes, “What are you waiting for”? This is the year for you to integrate video into your marketing program. As you consider taking the leap into video marketing to elevate your brand and increase your ROI, let’s review Five Tips for Creating a Killer Video Content Strategy. As we dive into those tips, make sure to keep in mind the four main categories of video strategy: pre-production, production, post-production, and distribution. 

Tip # 1: Consider your audience 

Pre-Production phase

As you begin the pre-production phase, consider the following 3 questions: 

  1. Who is your target audience/who is your product or service for?
  2. What type of video do you wanna produce? Is it educational, or promotional? 
  3. Where does your target audience get their information? (This will help you in the distribution section of your strategy.)

Tip # 2: Stay on brand 

Companies that are consistent with their branding are 20% more likely to be more successful than companies that are not, according to a Mackenzie & Co. study. Consider brands like Nike, Chanel, BMW, Apple… you don’t have to ask many people what they do, do you? The brands tell you exactly what they do, and they stick to it. If you’re producing digital content, such as on Google, LinkedIn, Facebook, or any digital platform, you need to be consistent with your messaging and your keywords and your key terms. If you’re all over the place, your audience won’t know what you do and the algorithms that dictate your digital footprint won’t serve your content to your target customer when and where they’re looking for you. 

Tip #3: Be realistic 

Production phase 

When developing a video content strategy, make sure you have a realistic idea of what it takes to invest in your video content. This doesn’t mean you have to have a big budget and invest a lot of money into producing a video, but it does mean you need to invest in good content. Once again, consider your audience. For instance, if you’re a B2B business and you’re trying to speak to other professionals, then your video should look professional. You’ll probably want to work with a professional film crew, have a good video editor, and write a script for yourself. 

If you are planning to film your own videos at home or in the office, at least invest in some good equipment and make sure that you’ve got that all dialed in for a great end product. For B2C brands, don’t think you’re getting off easy! Your end user still wants to see clean, professional content, and tends to seek out brands with culture that comes through authentically on-camera. 

When preparing to film your video from the start, don’t forget to consider the other types of video you’ll need, such as graphics, charts, animations, and B-roll. Do you need to hire actors? Do a voice over? Once again, be realistic about what you’re trying to achieve and the investment it will take to get you there. 

Tip #4: It CAN’T be fixed in post

Post-production phase

Anyone who hasn’t worked in video production thinks editing is SO simple, and we hear that all the time! In reality, it can be very complex. If you make a major mistake, miss a shot, or your audio is fuzzy or inconsistent, for instance, it CAN’T all be fixed in post-production editing. 

So, when discussing your end goal with your editing crew, make sure to include them in the pre-production process, ask lots of questions for honest feedback, and cover your bases so you ensure you have every shot you could possibly need for final production. 

Tip #5: Optimize your content 

Distribution phase

When rendering or finalizing the output for your video, you need to optimize for all the channels that you’re going to put your video on. For example, on YouTube, the first 24 hours are the most crucial to your ranking on your video. For  LinkedIn, you want make sure that your video is 60 seconds or less and it’s in landscape format (or if it isn’t, it’ll be cropped to a square). With any post on Instagram, you want that to be about 15 to 30 seconds long and ideally shot in portrait mode for all social channels. 

Make sure you use captions, because most people are not watching your video with the sound on, and remember that most people are watching their video on their mobile phone. 

These are all important tips to consider when filming in order to create a killer video content strategy. you consider this when you’re filming. 

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