In this vlog, Hax uses his documentary filmmaking perspective to highlight what can happen when producing video is approached without proper planning, without a strategic goal, and with too big a focus on protecting budget. “Common mistakes are made” he reflects. Framing, editing, operation of the camera – the quality of how these processes are handled makes a massive difference to the end result.

Technology now allows anyone to produce video – even with a mobile phone. It can be done spontaneously, immediately and with no real expertise or knowledge. Hax recommends that businesses invest in learning more about how to produce good video, to unleash the real power of video marketing. “If you’re going to invest in producing video" he advises, “then you have to invest in learning how to do it.

“Video is very transparent,” he concludes, “and if it’s not done properly it can damage a brand.”

Read more about producing video and video training.