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This might be a little controversial but hear me out. I believe that in 2023 for certain businesses LESS professional video could actually do way MORE for your business.

What I’m going to discuss in today’s episode came from a suggestion from listener Kathryn – @aguideto_socialmedia who has been struggling to convince her clients of the value of lower production value DIY videos as part of their strategy.

Now, don’t get me wrong. There is absolutely a critical place in an effective full funnel video strategy for professional video production. Just as you wouldn’t try to sign write your own car, print your own business cards or sew your own staff uniforms, allocating a percentage of your marketing budget each year to professional video content is a must.

However, for so many businesses there is so much untapped VALUE to be gained by embracing DIY video content across an organisation.

And I feel this trend is only going to continue.  And here’s why…

  • Technology has massively improved
  • Authenticity is incredibly powerful
    • Realness build relationships
  • We’ve developed a subconscious filter that shuts us down when we feel we’re being shown an ad.
  • Ad blocking software prevents ads from even being seen in some cases. So we need to be considering the organic value of the content we’re sharing online.
  • Our brain is WIRED to notice unprofessional video MORE
    • The way we engage with content on social media is different than traditional forms of media
    • Reticular Activating System – The Reticular Activating System (RAS) is a bundle of nerves at our brainstem that filters out unnecessary information so the important stuff gets through. Your RAS takes what you focus on and creates a filter for it. It then sifts through the data and presents only the pieces that are important to you.
    • Over the years as we’ve been engaging with social media we’ve subconsciously programmed our brains to pay attention to content that immediately looks and feels like content from our families or friends. And this stuff usually matters to us personally.  (don’t have that problem in traditional media)
  • Consistency and frequency is where success lies.
    • Fast moving world of content marketing
    • It’s not enough to post when budgets or delayed production timelines allow
    • Content creation should be part of the everyday or at least every week processes within a business
    • CAUTION: Do this with a strategy – NOT JUST video for videos sake
  • Short form video first platforms such as IG reels, stories and TikTok are dominating attention of consumers of all ages. There are exceptions to this but in most cases the content that is native to these platforms is DIY, authentic, and unprofessional. You need to show up speaking the language of the country you’re in… and on these platforms that means creating content that doesn’t feel like it’s overly produced.

There is a time and a place for professional production in a video strategy.

But how are you empowering your team, your staff or even your clients to make content creation part of their role?

If you found this episode of value I’d love for you to reach out and let me know on Instagram @engage_ben or email

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