Humans are visual by nature. We are visual learners. In fact, half of the human brain functions to process visual information which is a primary factor in the evolution of the video industry. The more we are exposed to video, the more we will crave it. A shocking statistic from Cisco revealed that 82% of consumer internet traffic will be for video by 2022. To put it in perspective, in 2019, the consumer internet traffic for video was at 60%. Consumers love video. Yet, many businesses are wary of using video marketing. On top of that, they have a lot of misconceptions about video production. So, let’s set the record straight. Here are 4 of the biggest misconceptions about video production.
In order for a video to be successful, it needs to be engaging and purposeful which means you need to know beforehand what the purpose of the video is and how it will engage your viewers. This should all be done in pre-production. If you’re hiring a production company, you need to make sure that the production company understands your business, your objectives, and how to tell a compelling story. Without these things, it could lead to a video that is ineffective or not in line with your brand. The entire idea of the video should be outlined with the production company as they are writing the script.
There’s a saying in the film industry. A film is created 3 times:
At any of these phases, the entire film could change and the same applies to video. No phase should have underestimated importance, especially the editing. Editing is where the final video takes shape. It’s where the style, quality, and idea, all come together. Editing is a time-intensive process that requires an incredible amount of skill. If you have a suggestion or any recommended changes, it might not be an easy change depending on the editor’s workflow.
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Production value is a term used in the video industry to reference the overall technical quality of a video. Basically how it looks and sounds. Generally, the higher the production value, the higher the budget but with the advancement and accessibility of video equipment, that is becoming less true. With cameras becoming less expensive with high-end features and rental houses allowing customers to rent high-end equipment at discounted prices, many video teams can get high production value at a fraction of the traditional cost. Film Gear Club is one of the best examples of this. The subscription-based rental platform allows their subscribers to rent high-end cameras from top camera labels (ARRI, RED, Black Magic, etc.) discounted at up to 50% of the usual rental price.
Many business owners believe that a video has to have a high production value to be effective but that is also not true. Marketers are quickly finding out that it’s not about production value, it’s about the content.
Consumers nowadays prefer videos with a lower production value with more authenticity than a video with a higher production value that comes off as disingenuous. This isn’t to say that you don’t ever need a higher production value but it goes to show that the value is in what you offer your consumers. Not in the look and feel.
Now that these misconceptions are debunked, I hope you have a better idea of what’s possible with video marketing. Now more than ever, it is easier to create videos. In fact, iPhones have a camera comparable to many DSLR cameras. Consumers want to watch videos so give them videos! Just make sure that those videos are engaging and that they provide valuable content.