The cost of online video production
Calculating the cost of online video production poses an interesting dilemma.
Do you spend out on a top crew for TV quality, high-definition video even though it’s only for the web? Or, do you keep the budget low and ask a start-up video company to do the best they can with a hand-held DVD camera?
It all depends on the image you want to portray, the standards your audience expects to see, and what you want your video to do.
The case for spending money on your web video is pretty clear.
Firstly, it’s worth considering that a growing number of people are turning to the web to watch their favourite TV programmes courtesy of websites such as BBC’s iPlayer and Channel4OD. Consequently, these viewers are becoming more and more used to seeing quality video on their computer.
Secondly, with the rise of online video advertising increasing faster than every other advertising medium, competition is going to get tough. Showing cheap quality footage will make your product look inferior compared to those who have spent the money doing it properly. In fact, forecasts and studies show that companies are now shifting their TV ad budgets to online video to make sure that is the case.
It’s not just about the cameras used either.
When you pay for a crew who know what they’re doing, you get the creative input, project management, scheduling, assistance, set-up, direction and expert editing that will make your video look incredible – rather than forgettable.
Yes, you can save some money if you’re looking to produce an in-house corporate video. Experiment. See how it comes out. But don’t cut corners on the video you plan to use online.
Good quality film makes a video watchable, repeatedly. Bad quality video, amplified on a poor resolution screen, will simply turn a viewer – and your video – off. The detrimental cost to your brand could end up being far greater than anything you pay out for production.
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