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I have been asked to review videos from respected names in various fields. Some are great and others…not so much. What makes a great video? Is it the equipment? Is it the raw talent of the presenter? Is it editing or compression? Where does the magic happen?

In the online video community, there are opposing schools of thought relating to camera, sound, editing quality and compression. Some believe that higher production quality is a key component in gaining popularity for online videos and others believe that success is in the time to market. I tend to walk the line between the two.

Let me start by saying that quality hasn’t been proven to correlate with audience size or popularity of online video. Now, while you may not get more VIEWS for higher quality, you probably will gain more credibility. Do you spell check marketing materials, blogs and web posts? Sure you do! The technology is there and you want to make the most of it. Paying attention to lighting, composition, and sound not only provides a better aesthetic, it’s often required to make your content understandable in small windows. I am not suggesting you be fake. Just BE CONSCIOUS.

I believe that your aim as a marketer is to build your credibility or reputation, and qualify your viewers. At the end of the day you are looking to get your message out to as many people who want to buy your services as possible. The way your video communicates to viewers will have a tremendous impact on their perception about you, your product/service, and your company.

My goal is always to produce as many videos with the highest quality that I can. It’s not rocket science to know that the more people see (and hear) you, your taglines and your messages, the more exposure for you and the more sales you’ll make. So…create as many videos as you can! Around 2 to 4 videos a month is a great start; but if you can create more, even better.

You can make some great video for very little money these days. Here are some simple tips:

* Whether you shoot webcam or prosumer HD, learn the limitations of your equipment. You will make better video if you are conscious about how far away you can go without sounding like you’re in a tin can with a sock in your mouth!

* Learn some video production basics. I’m not talking fancy Hollywood fx. I’m talking about at least being able to insert your own graphics into your videos without warping or inserting a music or voice over track.

* Stay BRAND TRUE and choose production components (graphics, music, format, genre) that fit with your message, content, and intended audience.

* For the love of PETE…if you are a talking head, keep it short. Use the Youtube Insight’s tool to track when and if people are leaving your video. Your own video audience should indicate how long your videos are.

* A call to action is crucial. If you’re on a video share site, give your viewers a stimulating incentive to visit your site. In your video, make sure your target prospects see and hear your website several times. In your DESCRIPTION make sure to include an active link to your site.

Video is a SHOW and TELL form of communication. If you are an expert of any kind, SHOW it and people will pay you to TELL them more.