High-End Production Means High-Quality Customers
In addition to guest posting on the UpCity blog, 24Frames, Inc. is featured as one of the Top Video Production Agencies in the United States. Check out their profile!
Yes, it is true: Having great work doesn’t necessarily mean you’re guaranteed to have big customers knocking at your door. But when a business is gathering their three bids and your work stands out; your price is competitive, and you’re a likable and trustworthy person; odds are that your company will land the job!
As listed above, there are many factors in finding high-quality clients, but for this article, we’ll focus on why it’s important to create a high-quality video for your customer.
Let’s take a look at some statistics from Brightcove on what happens to a brand’s perspective if the production quality is not prioritized when creating a video.
Brightcove found that “62% of consumers have a negative perception of a brand after experiencing a poor-quality video, while 60% no longer want to engage with the brand and 23% hesitate to make a purchase. In fact, publishing a low-quality video is worse than not publishing a video at all. A cheap video will make your brand seem cheap.
Moral of the Story
So, what is considered a high-quality video, you may ask? Does it mean I need Hollywood-like special FX, a $98,000 Arri Alexa LF, and an ARRI M40 HMI to recreate the sun? Well, like most things in life, the answer is usually in the middle—balance is key. As a tech geek, it’s even easy for me to get caught up in camera and lighting specs—but knowing how to use these tools to your advantage is what matters most. To start, having a good story that connects with your audience is just as important as the production quality.
Look at this TV commercial from Zendesk to illustrate my point. This commercial is shot with one static camera angle, a few soft lights, and some good clean audio coming from the on-screen talent. It looks and sounds professional (which is important), but the script and the talent sell the spot.
According to Harvard professor Gerald Zaltman: “Humans are driven by feelings. So, if you want the consumer to remember your product or brand, they must be engaged and impassioned by the interaction with your company.
The moral of the story here is that high-quality video doesn’t necessarily pertain to production quality—it pertains to how relevant or emotionally connected a customer is to your brand. If your videos are engaging to your customer and better than your competition, you’re likely to earn their business.
My advice is, help your clients’ customers connect to their brand by focusing on the video story first, then the visuals can be the icing on the cake! This is the recipe I’ve used, and it’s always led me to a happy customer because they are getting the results, they paid me for.
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