What does it mean for a video to have high production value? On a very basic level, it means that it looks like the video was shot with high quality, professional equipment and that it had a big budget. However, video production professionals would define production value a bit more thoroughly. High quality cinematography, sound recording, and video editing are all important aspects of high video production value for video professionals, but that's not the most important thing either.
Technology rapidly changes in the blink of an eye. Our phones can record crystal clear high definition footage, and consumer cameras make recording quality, high definition video more cost-effective than ever before. We are living in the 21st century, already in decade number 2! Times are changing. Out with the old, in with the new. The quote below from Steve Jobs sums up the advances in technology nicely.
"The over-all point is that new technology will not necessarily replace old technology, but it will date it. By definition. Eventually, it will replace it. But it's like people who had black-and-white TVs when color came out. They eventually decided whether or not the new technology was worth the investment." -Steve Jobs So, in essence, technology is a beautiful and important thing. When it comes to video production, you want to use the best and the latest equipment whenever possible. Why? Because you don't want to watch television on a black-and-white TV set. Well, nobody else does either! It's dated! So when you are sending a message to your audience, your customers, you want to deliver that message in the highest quality way with the best and latest technology.
Aside from the importance of technology and the importance of keeping up with the ever changing digital landscape, there is something that is much more important than that. And that's the story! For all video, including corporate video, you must be able to tell an engaging story with quality content that appeals directly to your specific audience. I love this quote from one my favorite directors and most inspiring filmmakers, Steven Spielberg.
“The older I get, the more I look at movies as a moving miracle. Audiences are harder to please if you’re just giving them special effects…but they’re easy to please if it’s a good story.” -Steven Spielberg
So when it comes down to it, why is story so important? I mean, most marketing videos are about selling yourself, your service or your product. It's most important to inform, as opposed to entertain, right? The answer is no! Why? People's attention spans are getting shorter and shorter. If you can't get a customer to continue watching your content after a few seconds, you've lost that customer. However, if you can entertain them long enough to watch 30-60 seconds of content, you will be able to inform them and very well may have gained yourself a new customer.
So the question is, who can produce high video production value for your business? Probably not you with your fancy new smartphone, or that internal employee who is already overworked, or your friend's cousin who is a freelance videographer. Who should you call when looking to produce video of high production value? Call a video production company that is experienced and familiar with corporate video.
When finding the right video production company to handle your business marketing, ask the right questions. Ask them if they can deliver high production value, and then ask them to explain what that means to them. You will find out a lot with that simple question. Secondly, make sure they have a body of work that includes business marketing and corporate video. The storytelling principle is the same, whether it's strictly for entertainment or for marketing your business. However, the audience is not the same, and appealing to that different audience requires different techniques as well.
Finding a video production company that is able to communicate your message with effective storytelling with the best and latest video production equipment is by far the most important aspect in producing high quality production value. However, in order to make your high production value count, you need to make sure the video production company understands how to appeal to your specific audience and get the results your business needs.
I will leave you with this amazing quote from a fellow filmmaker:
"At its very core, marketing is storytelling. The best advertising campaigns take us on an emotional journey – appealing to our wants, needs and desires – while at the same time telling us about a product or service.”
– Melinda Partin, Multimedia Producer, Digital Marketing director