According to Forrester Research, A Minute of Video Is Worth 1.8 Million Words.
This makes me wonder how many million more words a poorly produced videos generate?
As part of my job, I view a lot of videos produced by other people and agencies.
What I have found is roughly over 80% of marketing videos, used for social media, are not ‘Consumer Acceptable’.
This means the videos were so poorly produced the target audience isn’t going to watch them.
Going Cheap Hurts Video Quality
Yet, many businesses, in an effort to save a few bucks, will pay for poorly produced videos.
As a result, they will receive little, or no, return from the investment they made in the poorly produced video. Naturally, they will immediately make public claims that ‘Videos’ are not worth the investment.
In reality, if your business is not using video marketing you are already behind your competition who is. In 2016 85% of business marketings claimed they were currently using video or will be in their next marketing campaign.
Bad Videos Are EVERYWHERE
In 2019, you can look at any social platform or website and see videos being used.
Consumers will no longer tolerate content that is not visually appealing or does not offer the information they need.
As little as two years ago a marketer could post a smartphone or a portable POV camera video and get their consumer’s attention. For a few products, this strategy may still work, but overall, consumers have made it clear through the higher sale of products and larger viewership from higher quality produced videos that poorly produced videos are no longer acceptable.
It is a fact, higher quality videos cost much more than a poorly produced video.
DIY Make It Worse
Anyone can make a video these days. It is easy. Pull out your phone; open the camera app, select video and shoot. BAM!
The internet is littered with amateur videographers making videos of anything and everything.
As a result, the buying consumers quickly click-off videos that are poorly produced.
What constitutes a poorly produced video:
- Poor audio
- Vertical (or Portrait) cellphone format
- Bad lighting
- Shaky handheld camera
- Out of focus
- Rambling message
- No clear purpose stated
Poor Consumer Reviews Hurt
Consumers are frequently asked to review videos. Out of the millions of reviews made a large number of them are naturally from the Haters..they hate everything.
Some consumers will take the time to mention why they hated the video. But for the most part, far more consumers who felt a video was poorly produced will not post anything but will talk about the video to others.
Reviews affect how consumers value the message. Good reviews usually produce sales…poor reviews will generate negative PR.
The best thing is to avoid having poorly produced videos. It is easy to avoid.
Just hire a video-centric digital marketing agency.
Let me know how I can help.
