Quality Video: The Surprising Truth

Quality Video: The Surprising Truth

In recent research from Google, they set out to find what their viewers think is quality content, the results offer some useful insights to anyone who is creating video content. Things that said quality 5 years ago are no longer the same, they have been replace by new hallmarks.

In this blog post, we will explore these new hallmarks of quality. So, you can start adopting them when shooting your own videos.

So, what makes a quality video? We share our insights below.

The power of Storytelling.

Google’s research showed that videos relating to someone’s passion are 1.6x as important than quality when viewers were searching for something to watch. For business this means that they should looks to focus on sharing their story and passion for what they do, rather than focusing on mega-money levels of production.

You are looking to create a connection with your audience through something that they find meaningful. Great stories can make you laugh or cry, smile or scream but they make you feel something. You will then associate this with the product or brand. The best gear in the world can’t make up for a lack of emotional connection.

 “Niche” is not Small.

It’s easy to forget that as recently as the 1980’s there were only 3 channels on UK television now with the growth of the internet there are very little restrictions to what people can watch. Audiences can watch whatever they want whenever they want, in these conditions it is hard to see any quality content that will not find an audience.

Whether its beekeeping, soapmaking or blacksmithing there are not many interests that can not be well served by videos and channels online. And if they are created with enough enthusiasm, these ‘niche’ videos can reach a huge audience of engaged people.

From their own video sharing platform YouTube, Google gives examples of two niche creators. Steve1989MREinfo has created a devoted following of millions of people for his videos which involve unboxing old military rations. Meanwhile Postmodern Jukebox has racked up millions of views by creating old-school arrangements of modern hit songs.

Personal Premium.

Google’s survey evidence also shows that people routinely seek out content that speaks to them on a personal level. They also yearn for video content that meets their need in a specific moment. For companies, this means that they can produce content that will affect potential customers at different sections of the buying process.

A car seller, for example, might produce one video helping customers choose between SUVs, hatchbacks and saloons that customers can watch when they are first thinking about a new car. The seller may produce other videos like specific model reviews to help customers narrow down their options while choosing a car. And finally, they might make a video about what colour car to choose for when the customer has all but finished the buying process.

Social media makes it easier for people to share and talk about videos online and gives them a new dimension – opening up a back and forth between the publisher and viewer. This can make videos connect with people more and feel more authentic.

GLProUK is a digital marketing agency based in London and Surrey fulfilling the digital content requirements of market-leading brands throughout the southeast of the UK, the US and beyond. Whether your vision consists of podcasts, graphic design or professional video and photography, GLProUK has the expertise and enthusiasm to help get your message out there. 

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