Video Marketing: Quality Counts to Viewers

With a video camera now as close as your cell phone, the quality and professionalism of video during previous decades seems relegated to the back seat of our YouTube

Just about everybody can now shoot, post and share video; you no longer need a bulky, expensive camera like the pros. And after all, how much quality do you really need to post a video of a puppy chasing its tail?

But when it comes to using video for marketing, quality does count with viewers.

Your Video’s Impact on Buyer Confidence

The other day I came across video marketing stats that revealed 43 percent of people who watch video online said they would switch to a competitor if the video quality was poor.

And 52 percent of consumers agree watching product videos makes them more confident in their purchase decisions. So upping your game and putting a bit of polish in your videos can serve you well.

I believe some prep work before you shoot can go a long way in developing appealing videos. Generally, marketing videos are much shorter today than when I started writing and producing them in the 1980s. But preplanning is an excellent practice, even for a two-minute video.

Write an outline of what needs to be covered in your video– this is a minimum requirement. If your video is longer or more complex, then a script can actually save you time and money by avoiding production mistakes and omissions.

In my Video Content Planning Guide for B2B, I explain situations where you should always opt for a script.

Should YOU Write the Script?

There’s no single answer to this. It depends. But some of the factors you should consider before making a decision include…

1. Are you confident you can write effectively for the audio-visual medium?
2. How complex is the video? (Many locations? Requires graphics?)
3. Do you know how to properly format and structure a video script?
4. Can you write natural dialogue and narration effectively?
5. Do you understand video terminology?
6. Do you have the time to write the script?

If you can’t answer yes to these questions, then you should seriously consider hiring a professional scriptwriter.

As author Alan Wurtzel states in his book Television Production:

“Understanding the best way to combine words and pictures and when to let one or the other carry the program’s message is the essence of the scriptwriter’s art.”

(*Television Production. Copyright 1983, 1979 by McGraw-Hill, Inc.)


David Coyne

David Coyne

David Coyne is a B2B copywriter and marketing consultant with 25 years experience in the business-to-business sector.

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