Should you hire a professional video production company?

Wondering whether or not to out-source your video communications requirements? 

There are lots of people who enjoy dabbling in video and there are now many 'cheap and cheerful' tools out there that make it easier than ever to do it yourself. Almost anyone with a camera phone can now start making basic films. 

In a way, this 'video democracy' is all good. User-Generated Content (UGC) by its very nature doesn't have to be slick and professional.  Much of its appeal lies in its viral spontaneity and this can be great for recording live event phenomena or adding a down to earth touch. But is this method appropriate when you need to communicate a concise business message for your brand?