Video advertising is everywhere because marketers know that video is the way to move forward. Research shows that 72% of people prefer watching videos to learn about a product instead of reading the text (Source: WyzOwl). However, not all video ads perform equally well. Just because your target audience is more likely to watch a video doesn’t mean that you can post poor-quality videos. Quality matters in video advertising and if you end up publishing a low-quality video, it might backfire. Let’s see why quality should be your top priority when running a video advertising campaign.
Consumers love interacting with video ads as compared to image ads. Why? Because video is visually pleasing, emotionally appealing, and interactive. Most importantly, videos are the norm. It’s what consumers expect. It’s what they do. As much as 54% of millennials watch multiple videos in a row and 54% of them don’t even realize that they’re doing so (Source: Tubular Insights). This is the reason why 81% of marketers are using video in their marketing strategy (Source: WyzOwl).
Verizon Digital Media Services (VDMS) conducted a survey of 1,000 adult internet users and asked them about the quality of video they expect. The survey found that the average time spent viewing video fell by a whopping 77% when video quality dropped. More than 85% of respondents said that they expect TV-like quality experience for every video they see on the internet.
Some 25% of respondents said that they have left a video due to poor quality at least 50% of the times in the past month. Would you dare to take the risk? Here is the thing: Your target audience won’t watch anything less than HD. Consumers are used to watching high-quality videos on multiple devices and when they see a poor quality video, they will pass it.
The quality of a video has the potential to change the perception viewers have of your brand. According to Brightcove, 62% of consumers will develop a negative perception of your brand if you publish a poor quality video and 60% won’t engage with your brand. Poor quality video can hurt your business, even if you offer the most innovative products and services. It isn’t about what you’re selling, rather how you sell it.
In this sense, a quality video can help businesses that offer even the weirdest products on the market. Why? Because high-quality translates into being trustworthy, credible, and authoritative.
Check out this video by Volvo Trucks. Though it is a promotional video, it delivers the message with a high-quality video and has garnered more than 88,824K views on YouTube. A quality video will never disappoint your audience.
Aden Andrus conducted several experiments to find the connection between video quality and campaign performance on Facebook. What he found was:
1. High-quality video ads outperform low-quality ads in terms of ROI in the long run.
2. Leads generated with video ads were higher quality and easier to convert as compared to leads generated with image ads.
The higher the quality of the video, the better the performance of your other content. The better the performance of your content, the more leads you get that will engage, convert, and return.
Have you ever stopped and watched a video on your Facebook News Feed just because it grabbed your attention instantly? Most likely. A quality video with great content will attract viewers like a magnet. You won’t have to beg people to watch, like, share, or engage with your video—it will get organic engagement on its own.
While getting video shares is a great way to expand your reach, it’s important to stay focused on quality over quantity. A good video will leave a powerful impression on viewers, and a powerful impression on a handful of ideal customers is far more important than a mediocre impression on a crowd of irrelevant people.
If you’re thinking of using video to advertise and promote your business on high-traffic channels, it’s important to prioritize quality. Outsourcing your video production to a reliable service provider that has the equipment, resources, tools, and experience will not just save you the time and the headache—it will also save you (and bring in more) money in the long run. A solid video that captivates your audience, delivers a message, and generates brand awareness is well worth the investment.