by Amani Channel

The new media world is filled with user generated content, citizen journalists, and do-it-yourself producers.  Cell phone cameras, inexpensive DV and HD cameras, and affordable editing software can make virtually anyone a video producer.  There are some key differences you'll find when you closely examine user-generated or amateur content versus video that is produced by a professional.

Production Quality - While there's nothing wrong with a self-produced video, or a video produced by an amateur, take a close look, and listen to the quality of the pictures and sound. Does the video shake, drift, or seem to lack focus on a subject?  How is the lighting and sound? Does it look like the videographer was distracted or zoomed in and out or panned for no reason?  Does the music overpower the narration or interviews?    A tripod is a best friend for a professional cameraman, and you may not even notice if the video was shot "off the shoulder."  Professionals use lights, and microphones to bring out the best in a scene or interview.   Professionals also know the importance and value of shooting sequences, using wide, medium, and tight shots to tell a story.

Editing - There is an art and science to editing video.  Professional editors prefer to use still shots that match the narration or copy.  There is cadence, or rhythm to editing that helps bring out the mood or emotion in the piece.  Amateur editors tend to be random in their shot selection.  The untrained eye might not notice flash frames or jump cuts, but they're common.   Look at how the editor uses graphics, text, and mixes the audio.  Does the text cover up video instead of being placed in the lower third of the frame?  There are all things to keep an eye out for.

Storytelling - A professionally produced video should tell a story.  What are the qualities of a story? Every well told story includes a beginning, a middle, and end.  The producer and writer will help craft the story using visual and audio elements.  It could start with a problem, or a bit of history to give the video context.  The heart of the story should focus on the solution, or benefits of your product or service, and end with a strong call to act.  While user generated and amateur videos can certainly be entertaining, and fun to watch, the message can be lost if the producer lacks the overall vision or ability to tell, or sell the story.

It's important that all of the elements: audio, video, and storytelling come together in an effective way to share your message.  You don't want your viewers to be distracted because of a bad shot, or edit, or unable to hear an important sound bite because the audio mix is poor.  Your video should make you proud to show others.  It should be creative, engaging, entertaining, and informative.   Most importantly your video should help you build your brand, increase sales, or raise the visibility of your service or product.