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We're all used to seeing online video but can we differentiate the driving forces behind them? Does production value really matter? What do we actually mean by production value?

But first, what exactly are the driving forces and why is it important to differentiate?

Let's step back a few years and remind ourselves that You Tube started life as a social sharing website. The clue is in the name: "YOU", whilst "TUBE" refers to cathode ray screens. It was saying "Broadcast your own content online for everyone to see and to share."

Not surprisingly, therefore, much of it was and still is casual, low quality material, filmed by Joe Average, using whatever device he or she has at hand. The content might well be just for fun. Joe Average then learnt he or she could share world events where the factual content may be serious but either way the technical production value is not an important factor.

As we all know, You Tube has now also evolved into a major resource in the corporate world. The rules there, however, are very different.

When, in the business world, we hear the expression "It's only for You Tube" we're inclined to reply "Well, actually it's not, it's for your viewers."

Those viewers are usually either clients or prospective clients. It's likely to be one of the earliest encounters they experience with a brand. They will form an opinion from what they see so it's crucial that they come away with the right information and judgement about the business or product.

Production value is not just the quality of the image and sound. It's also the quality of the content so like all good marketing materials; ideally it should be professionally designed and produced to generate the right impression and reaction. Quite deliberately the word "designed" precedes "produced".

In video terms, design is "Pre-production" whilst filming and editing is "Production and Postproduction".
Quality isn't for YouTube, it's for prospective clients
Company videos are often judged by the "Production and Postproduction" (filming and editing), which are indeed important. That's what gives a video its professional polish and shows prospective clients that the business it's promoting is also professional, established, secure and cares about delivering quality.

If, however, the "Pre-production" (planning and design) is wrong then no matter how good a video looks, it will not deliver results. People don't buy into something just because the video "looks nice". It must also appeal to their emotions and give them good reason to buy.

If your marketing ethos is saying "It's only for You Tube", then it isn't good enough. Remember it's for your viewers, and your viewers are your potential customers. Even online and whatever the style may be, top brands always use Production Companies.

If you're not confident that you can create and deliver an effective three-stage production package and would like a Production Company that also understands marketing and pre-production, why not give Video Interactive (promotions) a call? It's what we're known for. It's what we do well.


If you would like help creating an effective theme and professional production for a company promotion about your business or adverts for your products, why not give CorpFilms [UK] a call?
"It's what we're known for. It's what we do well"

CorpFilms [UK] specialises in 'high-end' corporate film production. * Company Promotions * Web and Point of Sale adverts * Training, Employee Inductions and e-Learning * Product 'How to' User Guides & Demonstrations * Live Events and Award Ceremonies * Interactive Interviews
Call or email for an informal chat.

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