When does quality matter in a video production?

We receive a lot of questions around “When does quality matter in your video production?”

To start off, we do not believe in prescriptive video production. What works in one situation may or may not work in another, and everything is permissible as long as it is intentional.

As you start to develop your video content strategy, the framework outlined below can help figure out what level of video production you’re going to need, and when you’re going to need it.

Deciding on your Intention

The first and truly the most important part of this framework is to start creating video content with intention.

The important part of intention is to think very critically about what you want your audience to think or feel when they are done watching your video.

This is important because if you want to communicate that you are relatable, then the quality of creating a user-generated video is going to communicate that message perfectly for you.

However, if you are trying to communicate a certain level of professionalism, expertise, and gravitas, you need to up-level your video production and bring in a professional crew to help you do that effectively. 

Deciding on your Platform

The second part of this framework has to do with platform. In other words, where is this video going to be used when it is completed?

If this video is going to be on your company’s homepage, which is your visitor’s first introduction to your company and your products/services, then it needs to be more professional. This is your company’s brand, not your personal brand. There is a big difference between the two.

If your video is for social media sites, such as LinkedIn, Facebook, or Twitter, there are nuances even within those social media platforms. A couple of other good ideas for platforms are your company blog and newsletters. This kind of personalized video content can achieve great results. 

You know your industry and audience better than anybody. So, sit down and think critically about the following questions: What is my intention? What do I want my audience to think or feel? Where do I plan on using this video content when it’s done? 

If you can answer those questions, you’ll be light years ahead in developing your video content strategy.