Height of DD Header is determined by the amount of content you have. To create a taller header, insert more content or SPACE
Video Cost vs. Story Cost
As video advertising continues to rise as one of the most effective advertising mediums, your brand may have felt threatened to join the trend or risk getting left behind. While video is not No. 1 for every brand, it is applicable to most. So, what is stopping your business from expanding its impact through diverse digital mediums? We are going to guess cost is a leading factor.
Whether you have been buying TV commercial spots for years or just purchased your first Facebook ad, it’s likely we can all agree advertising comes with a pricy stigma. While this expensive quality is usually true, it doesn’t mean it is a primary requirement for your brand’s message. When it comes to video advertising, Wistia, a video software company, found other factors are responsible for driving impact more than the video’s production cost.
Wistia wanted to find if companies have to spend mass amounts of money on video production to get a return or if can they spend less money on the video quality and still create compelling ads that engage viewers. To find out, they created three two-minute videos using similar audience targeting and ad copy for each then launched them on Facebook. Each video was created for a different cost ranging from cheap to medium and expensive.
Although the more expensive video was produced with a full production crew, the medium-priced video performed twice as well as the other two videos and had the strongest impact. According to the viewers, the medium-priced video felt more authentic and meaningful compared to the more expensive video that came off too polished and seemed like it was trying to sell something. The two less expensive videos created a small-business feel trying to connect with its audience.
What is the takeaway?
Story telling lands a stronger impact than production quality, and that is where we come in. If your brand was always under the notion that video was out of the question, think again. This study is evidence that good storytelling can be more relatable and effective than a high-dollar commercial.
It’s not the bells and whistles that create a great ad, but the creativity put into producing it. This creativity is hard to come by, but we can help any size business share their message with a good idea and willingness to accept successful video is not beyond their reach.
At V&A, we are professional communicators who are passionate about helping your brand reach the right audience, ensuring your story is heard.