If You Don’t Shoot in HD Now, You’ll Hate Yourself Later

Let’s face it. You should be posting videos online to engage your audience. To optimize the ability to use your content now and later, it is best to produce the highest quality videos you can afford. So ask yourself — can you afford not to shoot in HD?

Cameras like Sony's EX-1 are making HD video production more affordable

Video is an important component of your digital content footprint. There are many communities where you can experiment with sharing your content — Vimeo, YouTube, Viddler, Blip.tv, 12Seconds.tv, Metacafe — and more are launching all the time. Distributing your videos is your in to each of these communities where your audience is hanging out online. But you don’t want to limit yourself to what is happening online today. You need to prepare for the future. Here are five reasons why shooting in HD now is strategically smart and will prepare you for a greater ROI.

1. Broadband penetration is increasing

Five years ago, a large portion of people had dial-up connections. So it made sense to post low-bandwidth videos to reach out to the lowest common denominator. But in January 2009, broadband penetrated to 93.38% of active internet users, according to Nielsen. Obviously the game has changed. I am fairly certain that some people are wishing they had higher quality stock from 5 years ago that they could use today.

2. The bar is high

There is so much well-produced video online today that people’s expectations are high. You don’t want to be the Cable Access Channel to your competitors’ MTV. There’s a huge difference. Shooting in HD will make your content  stand out in quality. This influences the perception of the quality of your brand. http://www.vimeo.com/5129587

3. Out-do the amateurs

Amateurs are creating great stuff. Even high schoolers these days are publishing amazing-looking, well-produced videos — satisfying special effects, creative storylines, and high production values. Amateurs are doing great work in Final Cut and other, cheaper software. This sets a high standard for marketing professionals. If you won’t invest in doing better, you need to reconsider.

4. HD is affordable

An HD camera alone would have set you back $100,000  just a few years back. But these days you can get a good one for under $10,000. And if you’re hiring out, equipment fees have never been lower. Go for it.

5. You’ll thank yourself later

If you’re only shooting for the web, you can probably still get away with Standard Def. But the shelflife of your SD video is going to be very short. Ten years from now, SD will look like your VHS home movies. By choosing to shoot in HD now, you’re hooking your future self up with footage and a product that you will be able to repurpose in ways you can’t anticipate. I’ve shot and edited videos for the web that were later used for broadcast TV and trade shows. Be good to you later. Shoot in HD now.

About the author

Jim Cosco -

Jim Cosco founded Tippingpoint Labs in 2002 in an effort to pursue the creation and distribution of high-quality content for the purposes of marketing and advertising. Jim’s experience as an executive producer, producer, director, and writer for television programming ranging from local public affairs and national news to reality television, enables him to create compelling stories designed to trigger powerful, emotional responses from his audience. No matter the medium, Jim’s passion for story-telling remains the common thread in all of his projects and is always the founding principle in driving his team to deliver high-quality, relevant content at every turn.

Jim relies heavily on his journalistic routes to create transparent, honest, and open content that helps build trust and nurtures meaningful brand relationships over the long term.

Since the early nineties Jim has devised and executed projects for clients like MTV, Fox News Channel, ABC, Putnam Investments, and Tufts University.  He has directed television shows and independent features, written screenplays and television treatments, and created content for marketing campaigns and product launches.