An organization hired us to re-edit a video. The group wanted to post the video ASAP. The video was shot poorly and edited even worse.

The organization does not sell cell phone covers. It offers an important service to society. Posting the video would have reflected poorly on the group and distracted significantly from the emotional message. The video needed a voiceover and visuals to match an interview. Someone needed to shorten the script. But no one had the time or resources.

Video is not an effective marketing tool simply because it is video. Do ugly and confusing websites work just because they’re websites? Does social media work without good content? We somehow landed on an attorney’s email list. She occasionally sends us emails with video. But the videos are so bad, we don’t bother to watch. The video thumbnails don’t persuade us she is improving.

No matter what method you choose to shoot and edit video, it will reflect upon your brand. Why do professionals who invest in reputations and slick websites and offices post videos that appear generated by a high school video production class?

Most rules have exceptions. If shaky video shows an amazing tug-of-war between an alligator, tigers and buffaloes, you likely will still receive a zillion hits. If video catches a delivery man casually tossing a new computer over a fence, few people will care about the video’s quality. But one reason those videos attract so much attention is because we don’t often catch such instances on camera.

If how you dress helps determine your success, find a good tailor or clothing store. If how you brand yourself helps determine the success of your business, find a way to post good video.