Why Cheap Video Production Ultimately Costs You More
Many businesses approach their video content with a checkbox mentality:
—Everyone else has videos, so we should have them too.
—If we hire the cheapest videographer we'll save the most money.
—Everyone says video leads to higher conversions so we need to get in on it.
...which undermines the true power of video as a dynamic communication tool and disrespects their audience.
There's a widespread belief that being on camera doesn't equate to real-world interactions. Phrases like, "oh, it's just a video, it's all fake anyway," reflect a fundamental misunderstanding of what the audience experiences when they watch your video: you're virtually sitting there in front of them and addressing them directly, so (and this is just my opinion), you should treat the camera as if it's the exact person your video intends to reach.
Content captured for Joe Dowdal, June 2024 [click image to see more]
Video engages sight and hearing — the two most fundamental of our five senses as humans. When they're commandeered as such, your brain is subtly tricked into believing that what's onscreen really *is* there in front of you. No other medium is as immersive — imagine the effect on learning and memory this has on your audience, as opposed to having them just read something.
Investing in high-quality, authentic video content doesn't just inform; it leaves a lasting impression, fostering brand recall and customer loyalty. (And by 'high-quality,' I'm not just referring to an expensive camera). Notably, 87% of marketers report that video content has directly increased sales.
If you want video to actually go to work for you — rather than checking off the to-do item so you can feel like you did something productive — see them as a strategic investment in your brand's communication arsenal.
Your audience likely won't shower you with compliments over how ~well~ your video was made, but if it stuck around in their heads, they'll certainly remember you when they suddenly need the kind of service you provide, when they consider all the available options.
