Beauty is only lens deep

Camera: it'll swing you a few bucks
Staff:  if you're a college kid, friends you bribed with a case of beer; if you're a production company, real money
Knowledge of framing, motion and lighting: priceless

Basically, anyone with a camera can say they make commercial videos. With the rise of YouTube and consumer demand for video, the costs of video production have gone down. Unfortunately, so has quality of video.

As stated in "Are You Ready for Your Close up" from Entrepreneur http://www.entrepreneur.com/article/217908 , videos that are just "good enough" aren't good enough for businesses.

As a business, you want a consumer to know your brand, product or company is worth something. Using poor quality commercials aren't going to get that message across. A "Craig's List Kid," as described in Entrepreneur, may be using your video project to decide whether he even likes video. Yeah, he may be creative and innovative but is he business savvy?

Let us explain.

A great shot is essential to a great quality video. But a great shot that doesn't encompass communication goals and objectives and doesn't resonate with the target audience is really not that great of a shot. A commercial video has to do more than showcase a production company's talent. A great commercial video showcases a company or brand's personality and goals. Talent is nothing unless it's utilized efficiently.

So before you create a video you can't wait to upload to YouTube, ask yourself if the only place it belongs is YouTube. If you can't reuse the video in a commercial, in internal operations, on a website or in social media, you may want to rethink the quality of that video.