I think we can all vouch for the volume of videos constantly invading just about every platform we happen to be on. It’s clearly not just commercials on our tv anymore (which is sometimes overwhelming in itself). It’s every video your Facebook friends decide is compelling enough to share. It’s Instagram video here or a Youtube video there. By now, we’re all becoming bigger critics of the video ads we’d say are effective and worth watching, and we’re very selective about the ones we’ll actually stick with all the way through… whether it’s 90 seconds or 15.

But the stats don’t lie, and they’re only continuing to heavily favor brands who include video in their marketing strategy. Video is key (and these days just about anybody can ‘make a video’), but ensuring you get a high-quality, effective video that will accomplish your goals and be worthy of your audience taking the time to watch should be a non-negotiable. Otherwise, you may just be wasting your valuable time and money. Enjoyment of video ads increases purchase intent by 97% and brand association by 139%. These numbers are hard to ignore, especially if you’re in a highly competitive industry. So as you consider how video can work for your brand, here are just a few reasons I believe the true cost of cheap video will end up being much higher than you’d expect.

 

Video is branding you, 24/7.

You’re developing a resource that speaks for you all the time. You have a chance to powerfully, thoughtfully and professionally communicate exactly who you are, to every single viewer.  How do you want to be heard?

 

Because, “It’s OK to cut corners” is not the message you want to send.

Video is the most powerful way to communicate to your customers, and your customers know it! They’re making split second decisions while watching, and a poorly executed video speaks very loudly.  It can be the difference between a customer sticking around or quickly moving on.

 

The good ones make it look easy and the bad get exposed when its too late.

A great script is subtle. Just like an athlete who appears effortless as they perform at a world class level, so too does a pro script gently move you where it wants to.  On the other hand, an ineffective script will leave the audience where they started, not delivering the results you hoped for, and taking you back to square one.

 

It’s Short-Term Thinking.

This is an investment, not something to check off the list, making it that much more important to get it right the first time. Ultimately, if you spend twice as much but return 10 times more, you’ve clearly made the best decision for you and your company.

 

You’ll Get What You Pay For, Both in the Short and Long Run.

High quality video is a better value, hands down. Premium video producers, who have a reputation for high quality and real results, won’t stop until they get it right. But, if your video producer is watching the budget like a hawk, they tend to miss the chance to give you custom brilliance.

 

In the long run, high quality video with great design yields a longer shelf life and gives you real results from your target audience. When your marketing collateral is deeply tied to your brand and its core values, it lasts as long as you do.