Have you thought about sharing a message from your CEO, a sample of your latest project, client testimonials or interviews with field experts?

You can do that with video and post it to your website, which is then 53 times more likely to come up on the first page of a Google search according to a report by Forrester.

Catherine Baum, production coordinator with Double R Productions in Washington, D.C., also noted, “Video has impact. YouTube is the second largest search engine in the world.”

 “A lot of people can do it, but it’s about doing it right,” she shared recently at the NonProfit 2.0 Unconference. “Video is a window of your world.”

So what makes good video? Claudio Guglielmelli, production manager for Double R Productions, critiqued three levels of video.

The first was using a flip-cam, which has grown in popularity, in part, because of its ease of use. Its downsides include a grainy look, no lighting and no camera mic. “What message are you sending?” Claudio asked.

A better level is using a double R cam, which requires some studio lights and delivers professional quality. The best level is a professional shoot with a professional actor and the addition of music, graphics and a customized opening and ending.

He challenged video users who say, “It’s just for the web,” noting that most people do their homework from the web.

“What is the first impression you want to make?” he asked.

(July 11 Post: Read some tips to improve your videography.)