We recently got a call from a client that we had created a proposal for a few months earlier. Although we presented what we thought was a great proposal, the client didn’t hire us. They instead went for a video production service that was much cheaper.
Just so you know, we keep our prices at the current average industry rate. This client came back to have the video done over. As it turns out, the cheaper service provider gave them a low quality production. They ended up wasting time and a lot of money. Now they have to start all over with us.
Clearly, although video is currently the most effective marketing tool available, not just anything will do. The quality of the film also has a great impact on its effectiveness. The messaging, script and quality of your production will determine whether you reach your goal or not. In fact, presenting your audience with poor quality video can weaken their opinion of you, your brand, products and services.
Why you should be concerned about the quality of your video production
- Quality affects how effective the video is at conveying the message
If you present your audience with a low quality video, they’re likely to have difficulty focusing on the content. They are not likely to understand or retain the message that you were hoping to convey. You will therefore have failed at your goal. You will have spent all that time and money on content and never achieve your goals.
- The quality of your video affects how the audience views who you are
Your video is your way of presenting your brand, service or product. Your audience will judge your brand, company, product or service based on the quality of the visual content you present. The quality helps them determine whether you are trustworthy, can provide quality services or products, and are able to support your clients. Just as you wouldn’t show up to a meeting with your clients in torn clothes, you shouldn’t provide your audience with poor quality videos. You only get one chance to make a good first impression.
- The quality will determine your level of engagement with your audience
Think of your favorite TV show or movie. What is the sound and picture quality like? Would you watch the show to the end if it didn’t provide such great quality? The answer is probably a big no. Therefore, if you want to engage your target audience, you should provide them with a good quality video. This will ensure that they watch it to the end, and are better able to focus on the message. They are also more likely to retain the information for longer.
How to ensure quality in your video production
There are various elements that you need to consider in order to ensure quality video production. These include:
Experience is vital for successful video production. You’ll need a company that has experience and a good track record creating the type of visual that you’re hoping to have. The company should have people that are not only able to handle the equipment required for making a great production, but also talented and skilled. You should ensure not to substitute a great production team for an inexpensive and inexperienced team.
- The right equipment
Although great equipment doesn’t guarantee quality video production, you can’t have great quality without the right equipment. You need the right tools in order to accomplish the task.
It is important to ensure that the company you choose for the production has the right equipment. They should have professional level equipment that can provide great shots even in poor environmental conditions. Be sure to inquire about this when receiving proposals from different service providers.
- Good lighting
No one wants to watch obscure images. You also don’t want to hurt your eyes trying to make out the objects behind the bright light. Good lighting not only minimizes shadows, but also bright spots. It ensures that the most important elements of the shot are clear and exposed properly.
- Great sound
Sound makes a big difference in the quality of a production. There are various factors to consider when dealing with sound.
- The level of sound should be comfortable. The audience should not strain nor should they be bombarded with loud sounds.
- The sound should be clear and crisp. Eliminate echo or noise. The speakers shouldn’t sound like they are speaking into a tin or in a cave.
- Background noise should be eliminated. Using the right equipment will help to minimize background noise during the shooting. Professional sound editors can help to get rid of background noise too.
- Appropriate music should be used to help evoke the right emotions in the viewers. The music shouldn’t be overpowering or distracting.
- Special effects
This is great for creating the style that appeals to the target audience. Special effects can help to make an amateur video look professional.
Choose the right video production team to help you achieve great quality for success.