5 Common Misconceptions About Creating Video for Your Business

March 13, 2017

So, you’re looking into doing a video or series of videos for your company/product/you-name-it. And then you start thinking “Boy, I’ve never done anything like this before. What if … ?” Well, here once again to relieve you of any stress, we at Waves Media have jotted down a few things we’ve learned in our years of video production that are commonly encountered as either misconceptions or needless concerns.

I’m Not that Good on Camera

This may be one of the things we hear most. We have found many struggle doing anything on camera who do presentations in front of hundreds (even thousands) of people. So, what’s the thing with cameras? Answer: it’s pretty much a mental thing.

What often works best for people like this is to give them a proxy person or someone “off camera” to whom they can talk (check out this example of an interview style video we shot). Giving them an “audience” will help them focus less on the camera and more on the element they’re used to, while discussing the topic they know and love.

For some a teleprompter can be a pretty handy tool as well, allowing them to not worry so much about content but more on delivery. (Please note: this is a difficult thing to do while keeping it from feeling like you are reading – it takes practice but can be achieved to look and feel superb. Check out one of our clients who has become a master from the company Clarity Advantage.

And then there are people who may just not be the best on camera no matter what you do. Here’s where you’ll ask: who else on my team can do the communicating? Is there a good spokesperson who can relay the vision? Should we hire an actor? Know your team and let each strength come out and shine!

My Team Will NOT Be Filmed

This leads us to your team. Often you will want multiple people conveying your message. This could range from clients of yours, a reputable source for credibility’s sake like a doctor or legal professional, or a team member to show your group’s dynamics and diversity.

But what if your team just doesn’t want to come out and play? Camera-phobia is a real thing and often stems from a previous experience. A good interviewer can help in calming the interviewee before getting into the “meat” of the discussion. But what if the interviewee just WON’T do it? Of course, you may just prefer not to press the issue, but here are a few things that can be very helpful.

  1. Clear the room. Let just the needed crew stay with the “talent” — too often the thing people are afraid of is what everyone watching will think. Clearing out the room has produced some amazing content for us in the past, and allowed us to see a part of the person the rest of the team didn’t even know was there!
  2. Send them the questions ahead of time. You may have already thought of this, but giving them time to think through their answers will help relieve anxiety about “what am I going to say”. Again, a good interviewer will still be able to break off of the initial questions once everyone is comfortable, getting more content if needed. At least with pre-sent questions, the talent will have a good grasp on what is going to be discussed.
  3. Finally, hire a make-up artist or hair designer to come in and “doctor” everyone up for their time on camera. Not only can this add an element of fun and importance to the atmosphere but also helps people feel they are looking their best come go-time. Here’s a great company with links to make-up and hair stylists we have found.

I Have an iPhone. Maybe I Could Save Some ….

Ok, we love iPhones too. Let’s get that out of the way. I use that as my main go-to camera (when I’m home with my kids of course!) But if you are looking to represent your company or product, it won’t cut it. No matter who you are or what you do. Quality portrays quality. Your clients know this and will read into it, like it or not.

And…it’s not just about the gear. The artist behind the camera, the producers and editors – they are the ones who make the end-film be what it is. The magic is so much more than DIY can bring out. And believe me, I love DIY. Just remember: you’re promoting the face and image of your company in front of the entire world, so put your best foot forward.

Joe here has iMovie. So We Just Need You to Film.

Much the same as my last point, I love the iWorld in general, and all the fun it has enabled the world to do “creatively” — way to go Apple! However, there’s a reason why professional-level gear is more complex. It allows for so much more than the iSoftwares do. Enough said.

One bigger point here is that one should never belittle the final step of the video process: the editing and overall “post-production”. It is the making of the video as much as any other step. The power of a good editor can change the entire dynamic, feel, and flow of your video. It’s really a make it or break it piece of the process.

Just throwing clips together will feel like that is all that was done unless it is done in a way that:

  • Makes sense
  • Has the perfect pace due to correct spacing and padding
  • Is graded/colored to look its absolute best
  • Utilizes the best sound practices and the most appropriate soundtrack

These steps will be taken by a pro, and completed in a timely manner. Whereas “Joe” may have good intentions but, in the end, won’t be as good and will detract from what he (and you!) really should be doing anyway: the “stuff” of your business!

It Must Cost a Fortune to Make a Video Like That

I’m going to get myself in trouble here for sure; nonetheless, I will bravely go forth.

It should be said from the outset, this is a subjective thing. To one person, professional video should be a very inexpensive process, asking no more than $100. But to the other person, thinking they cost a million dollars, we should just say: they don’t (unless you’re shooting for the Super Bowl).


You should expect to pay a good chunk, for sure, as it is an investment. To be clear, to get your project to a professional grade you will need to pay for:

  • A good team to help pre-produce and plan.
  • A good crew to film (with professional actors and actresses on set and a pro voice-over talent perhaps) – maybe even locations outside your office.
  • A good crew to take it home via editing and post-production work.

Really, the game has changed hugely. From our perspective, the smaller video production house is taking over so much of the industry. What used to take a large giant agency can now be done by several great and talented people on a creative team.

The quality is now so much more attainable than when Mr. Edison first tried his hand at film work. In fact, it’s changed even more dramatically in the last 10 years. And you think I’m only talking gear?! Though I am to some extent, the entire philosophy of good film work and “story” has helped educate professionals in thinking past boring salesy-talk and getting into the heart of their message: the “why’s”, for instance.

Overall we have experienced the transformation and we hope you get to as well!

What you think is a crazy idea may still be crazy, but it’s doable. So go for it!