I actually produce a lot of very high end video as well and I agree that production value can make a world of difference.

My point here really was that if you've got a great message (very much like having a hit song) don't hide behind the excuse of not having enough money or having a production company around, to get your message out. Just get it out.

I also have found that while I love production that looks amazing, the lower budget stuff (as long as the content and message is there) can work just as well, and in some cases better, because it can appear more approachable and less "slick."

It's all a matter of taste, and the only way to find out what works for your audience is to test, test, test!

my best,
Nick

I'm going to respectfully disagree with you on this matter. I think production values are often underestimated in terms of an underlying message. I've seen too much video where the subject was not lit properly, and the sound was poor, posted on YouTube and presented as part of a company message. Sorry...it doesn't work for me.

While content will always be king...your message has to be really special to override poor technical aspects.

My background as a media producer of 20 plus years may slant my take...but it's my strong feeling that solid production values (good audio especially) will yield better results in terms of generating positive feedback. I think those type of subtleties even make a difference in online video.

We are in a day and age where viral videos explode in popularity...and that is a different matter entirely. However, when we are targeting our business services to a specific group, possibly a section of people that we haven't had any dealings with....it's best to present ourselves in the most professional manner that we can.

Best of success,
Scott

Scott Whitney
Creative Director
Bright Circle, Inc.