The Impact of Production Quality on Video Content: Why It Matters

Everyone loves a homemade YouTube video of a cat, but when it comes to your brand, the level of video production matters immensely. High-quality video content on websites and social media creates a formidable impression, building trust, boosting engagement, and driving conversions. In essence, the quality of your video directly impacts audience perception, brand image, and overall success.

The advent of smartphone technology has made video creation accessible to all. However, there is a clear distinction between cell phone videos and professionally produced ones. So, what exactly makes quality video production so important?

The Connection between Video Quality and Audience Engagement

It's no secret people are visually driven. Therefore, clean, clear, and well-edited videos usually have a stronger impact, larger reach, and higher conversion rates. Brightcove, a video hosting company, found that viewers engage with high-quality video up to 20% longer. Before we delve further, let's define what we mean by high-quality videos.

Quality Video Production – A Primer

Quality video production encompasses more than high-resolution footage. It's a blend of visual aesthetic, engaging storytelling, excellent lighting, and perhaps most importantly, high-quality audio.

The Paramount Importance of Audio

Audio often takes a backseat in the mind of a novice creator; however, industry professionals will attest that people are more inclined to watch a video of lower visual quality with good audio rather than a high-definition video with poor audio. According to a study by the University of Southern California, viewers who watched a film muted could correctly identify the emotions 50% of the time, but this rose to 80% when sound was available. Simply put, sound is integral to a high-quality video.

Video Production Equipment

This brings up the topic of cell phone videos. They are a great tool for capturing spontaneous moments to share on social media platforms where authenticity often trumps polished production. However, for official websites, professionally produced videos create a more substantive impact. The distinction viewers draw between social media and your official website means they expect a higher level of production for the latter.

In conclusion, tackling the challenge of high-quality video production may seem daunting, but the results are worth it. Investing in professional video content differentiates your brand, builds trust, and ultimately helps drive your business objectives.

So, is your brand ready to harness the power of quality in video production?

Stay tuned for our next blog where we delve into the anatomy of a successful video campaign.

Sources:

Brightcove. (2019). Video Engagement Plays Significant Role in Buyer’s Journey. Retrieved from https://www.brightcove.com/en/blog/2019/07/optimizing-video-content-marketing-and-sales-buyers-journey

University of Southern California. (2015). The role of sound in film. Retrieved from https://cinema.usc.edu/assets/099/15902.pdf