Video Quality Matters

Here’s a question I get a lot. “I have a camera and iMovie, why can’t I do my own web video?”

Maybe you can, but it's not as easy as it looks. Here’s some useful info.

The average American, by age 65, has seen some two million TV commercials. Which is why Americans of all ages know something about video production values.

So, if your web site video looks like a home movie, they’ll know it. And they will hold it against you.

You do this yourself. We all do. We judge the business by the quality of their business video.

We don’t say … well gosh, that was smart. They saved money on their video so they could spend it on … something really useful. All we know is that the video doesn’t look professional and we then assume that there’s something not professional about the business. And we click on to the next site.

A Good First Impression 

You’ve heard this saying and it’s still true: You never get a second chance to make a good first impression.

Why does video cost so much? Well, it really doesn’t, or doesn’t have to. But it’s a highly technical business with specialized hardware and software and a long learning curve.

Sure, your neighbor kid in high school did a fabulous video his first time out. But will handheld, thrilling skateboard wipeouts represent you?

Choose the Producer That Fits

So what’s the answer? Choose a producer with a track record for quality production at an appropriate cost level. How do you do that? You make it a point to sit through a prospect’s portfolio samples and ask about costs.

If there's one you just love, ask how much it cost to produce. If you don't have that much, ask to see one that matches the amount you have to spend. And unless a production delay is your fault, never pay more than the amount you negotiated.

The best way to get a very accurate bid is to complete a detailed shooting script and ask for bids at several levels. Why pay for a Maserati when a Volkswagen bug will get you there?

One thing is for sure. Don’t put out a flawed video and expect that others won’t notice. 

It’s all they’ll notice.