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Video Quality: How important are production values?

Video Quality: How important are production values?

I recently read a very good article on just this subject and not just because it aligns with my philosophy: that limited budget is no excuse for poor quality. Read more...

I recently read a very good article on just this subject and not just because it aligns with my philosophy: that limited budget is no excuse for poor quality.

The article by Daisy Whitney on VidBlog asked how good the video production quality a how-to/informational/instructional video needs to be and used the example of a popular US yoga instructor. Tara Stiles not only has a professional weekly video series on a lifestyle website but has also been posting webcam videos on YouTube for over 4 years.

There's a big difference in quality between the two presentations but it doesn't seem to have affected the popularity of the "cheaper" YouTube clips. So why would you bother using an experienced production team, professional camera, and flattering lighting. My answer is why wouldn't you, if you could?

I explain to clients that just because they may not have a "big budget" that doesn't mean that we won't use all of our many years' experience and high-spec equipment to make the production value something that the audience doesn't even think about.

As Daisy points out, its the content, the message, that's important, and as long as there's nothing about the delivery that detracts- or distracts- from that message then the video is fit for purpose.

But think of a receiving a business card, or maybe an instruction sheet from a business. The important thing is that they contain the correct information, presented clearly and efficiently (and creatively is great for cut-through and recall).

Now imagine that card or instruction sheet are printed on dark paper, are creased, and have some unfortunate stains on them. You're not concentrating on the content any longer- even if it's for few seconds.
You're possibly wondering if the business is as sloppy with its product as it is with its presentation, and you may well have missed an important piece of information. Either way message delivery has been negatively affected. ,Triple that negative effect for video which has three time the impact on message retention as print.

Something to bear in mind when considering if a professional production of your video is going to be worth the investment.

The full original Video Blog article is here and includes video examples that (of course) better demonstrate the difference.

Producing Corporate Video ( PDF)

You need to commission a video production. You've never done it before. Here's a basic, easy-to-follow primer on what video is used for in the corporate environment... Read more...

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