Is Higher Quality Video Really Worth It?
Here's a question I get asked ALL the time: "Is a higher-quality video really worth it?"And I understand the apprehension. If a $3k video will work fine, why spend $30k? Will it work 10 times better? How could that be? How could one video make so much of a difference?
Well before I get into that I just want to say that I have NEVER (in over 20 years of doing this) NEVER, EVER... had a brand invest in a larger production value and then regret it afterward.
Conversely, every brand that's ever done it has ended up increasing its investment with each consecutive production.
Now before I go any further let me be clear. If you're a startup doing $250k per year, then spending $50k on a single video is absolutely crazy. So the investment has got to make logical sense to your budget.
We will often have brands doing as little as $2M - $3M per year that invest $30-60k (1.5 - 2% of revenue) to create a tip-of-the-spear brand commercial campaign that makes an incredibly strong first impression, establishes immediate brand trust, and generates dramatically higher engagement and ROI than any of the videos they've done in the past.
If you're interested, you can read more about the benefits of higher-quality video production in our blog post here "The 7 Big Benefits of Higher Quality Video Production"
in which we detail all 7 benefits including:
In the post, we include several eye-opening statistics about the link between perceived quality and performance. Statistics including...
In a survey conducted by Verizon Digital Media, they found that the time spent viewing video fell by 77% when the video quality dropped. 85% of those surveyed said: "iIt was important to get a TV-like quality experience for every video."
62% of viewers are more likely to have a negative perception of a brand that published a poor-quality video experience.
23% of viewers who have been presented with a poor-quality video experience would hesitate to purchase from the brand and 60% of viewers said a poor online video experience would dissuade them from engaging with a brand across all social media channels.
Higher-quality videos improve landing page performance by up to 80% according to studies done by Insivia.
The stats are clear - there is a strong link between perceived quality and overall marketing performance.
So to me, it's not a question of "worth," (because in terms of value and ROI overtime it's always "worth" it) it's really a question of timing, budget, and strategy.
That is why at Intrigue Studios we focus on more than just producing a video. We work with our clients to create a campaign slogan, creative concept and distribution strategy that will maximize performance, long before we film or edit anything.
As a result of our approach, there are three major differentiators that are the reasons our clients choose to work with Intrigue Studios, especially when deciding to invest in higher-quality videos for greater impact.
1. Effectiveness - our videos just WORK better. Whatever marketing result is being targeted, are videos will maximize that result and increase ROI accordingly.
2. Production Value - our videos LOOK and FEEL more expensive and higher end. When we produce video there is an immediate perception of "upgrade" due to the increased quality of the picture, lighting, sound, music, and overall edit.
3. Long-term strategy built around a powerful slogan - we don't just create videos, we come up the perfect slogan for the campaign that will be shared with other collateral, resulting in a compound effect when it comes to the effectiveness of all existing marketing materials.
The truth is that we are masters of maximizing effectiveness at ANY budget range. This is why all of our clients always end up investing more year after year. The greater the investment, the higher the perceived quality of the video and the greater both the initial and compound impact of the video in terms of brand awareness, engagement, and ultimately ROI.
And remember, we aren't just producing the videos. We begin with creative development - meaning we come up with incredible slogans and design / pitch creative concepts before getting into scripting, storyboarding, pre-production, filming, and editing. We become your partner, working with you to maximize effectiveness across all campaigns. This is how we deliver on our brand promise, "Better Videos for Brands That Want Bigger Results."
So whether your production budget is $10k, $50k, or $100k+ - contact us today so we can see if we are the right fit to maximize your marketing results.