If you watch a video, what’s the first thing you notice? The camera work? lighting? sound or visual effects?
I’m guessing not! You’re likely to remember the content, the story or how it makes you feel?
Wzyowl’s Video Marketing Stats 2024 identified that most people watch videos to learn about products or services through testimonial or explainer videos. Your content is what’s used to build trust and confidence in your brand, so the message is more important that the choice of camera angle.
Content is key.
It’s an ongoing battle when creating video. You want it to look amazing and be the best possible quality. But, you need to remember, the most important thing is your message.
Change of priorities
In a professional setting, subject matter experts are responsible for the message and production specialists, such as camera operators or audio technicians, focus purely on production values and create ‘the look’ of your video.
A study into the ‘mindset’ evolution’ of television production specialists in distance education, found they:
“became aware of the needs of the audience; they judged content to be as important as or more important than aesthetics”
Ricky W. Telg
The participants in the study found their videos no longer had to look perfect, technically. The priority became the content and finding the best way to get the message across to meet the audiences need.
Great video
To create great video, you need great content. Content that speaks to your audience and “hooks” them in.
Audiences will forgive less than perfect video if they’re interested in the message. If you’re creating video, or thinking about creating video, don’t over think the production. Focus on your audience and what they want. Like the production specialists, you will develop new skills, and with experience, you will start to master production techniques.
If you want a head start, we can help. My smartphone video training provide hands-on experience and demonstrate how to create great video with your smartphone.
Focus 'n Develop 