Online Video Strategy – Part 3: Quality Presentation Garners Respect

Spending time making sure that the visual quality of your video is the best it can be, tells your viewer that they are important; that they are worth spending the time and money to give them something of value.


In Part II of this series, we talked briefly about quality content. Content is, in fact, the cornerstone of your presence. It’s the story you are telling, the life of your company. Yet quality presentation matters. The way in which you present yourself through your video says something about your company. Quality presentation is an extension of your brand.

Viewers want content that is produced with a similar set of principles and quality to television and cinema. Camera work, editing style, lighting, personalities, and finishing should aim at being at a quality level that viewers don’t perceive as “cheap”. There are times when the production value of online media can be produced with guerilla-style filmmaking techniques and be highly successful, but these techniques should be used with a dedicated purpose, not because it seems “good enough”. Depending on a company’s position in the marketplace, quality becomes absolutely critical. The better that quality, the better the immediate respect a viewer will feel.

Visual quality and budget are tightly connected. We’ll discuss financial considerations more fully in the next episode, but we should start with this simple thought.

If your only concern is how much your video will cost, you’re thinking about the wrong thing.

Budget is always a concern. It doesn’t matter if you work at a Fortune 500 company, or a sole-proprietorship. You have goals, and you need to return on your investment. If your only concern is getting something for the least expensive price, you are going to wish you would have upgraded.

Start with a visual goal and a budget in mind and adjust as needed. Whatever you have in mind is possible, but you must be strategic in how to best utilize funds to give you the best quality production. There are so many variables and the math is complex. Some points of quality control are practically free. For example, how your video is compressed for online viewing can make a huge difference. How your piece is color-corrected for online viewing is different than for television and can also make a big difference in final quality. How well your director engages with actors is critical. Actor and voice talent skill level is important. Decisions on what camera moves are most effective and the camera operator’s skill level, how many shots a director or animator can put together each day and what time of day or night a shot takes place all have financial and quality impact. Cost effectiveness in this regard comes from experience.

But there are other things that cost hard money. Making decisions on what camera package, lighting, number of crew, locations and many other variables all have an impact on quality.

The bottom line is that you absolutely must be concerned about visual quality. It begins with your expectations and ends with your video production company’s ability to execute. Attention to detail is paramount to success. Both you and your production company must be obsessed with every fine detail in order to make everything perfect. If your product looks cheap, your viewer will either consider your company cheap, or they’ll feel as though they aren’t important enough to warrant a considered and well-produced video.

If money is tight, choose simple ideas that can be executed well.

The biggest mistake you can make is to try and overcompensate for your lack of funds with “grand ideas”. Classic painters chose simple scenes and executed them well. You can take that simple scene and do something incredibly unique with the execution. But don’t take a beautiful landscape and paint it with poor technique, and cheap paint. Because it will just be a cheap painting. Choose the straightest line to your goal and drive towards it efficiently. A really well executed, well-lit interview with simple b-roll will likely do a lot more for you than a poorly-shot, poorly-lit, poorly-acted epic period piece that tells the story of your company.


In <a href=””>Part IV</a>, we can discuss finances in more detail and how best to achieve the biggest bang for your buck.


Transport is a creative agency that focuses on strategically–crafted online video media for brands and products.
We are a team of designers, filmmakers, and strategists…multi-faceted and enthusiastic creators of moving images and brand messaging. We believe strongly in the power of online video to transform the way people learn about brands and products. We focus on creating efficiently-crafted, authentic product and brand messaging that connects companies directly to their clients and customers.


Join the discussion and tell us your opinion.

Online Video Strategy – Part 2: Quality content is keyreply
January 8, 2014 at 8:52 pm

[…] In Part III, we’ll discuss visual quality and production value. While content is always king, the way in […]

Online Video Strategy Part 4 – 4 Ways to Maximize Online Video Budget ‹ Transportreply
January 8, 2014 at 9:26 pm

[…] In Part II and Part III, we discussed both the content and the presentation of your online […]

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