What is the cost of bad video?
Like all things, your video message will only be as good as your video quality. Therefore the message is clear; don’t waste good money on bad video; it will only harm your brand. If you are amongst the growing number of brands who believe video is an integral part of your online strategy, then it’s worth doing properly.
Research shows, good quality video is revered, your brand held in high regard and as a result your video will be shared amongst the online community, creating greater brand awareness and creditability amongst customers and prospective customers. The opposite is also true, bad video, poor quality content, buffering and freezing issues, and unrelated ads and content which interrupt s or distracts your viewers will only punish your brand. Even good quality video can be overshadowed by a skateboarding donkey or singing koala if this pops up on the viewers screen and tickles their fancy at the appropriate moment. Not to mention if your competitors video should make an unwelcome appearance on screen whilst your potential customer is considering your brand. What could be worse than this!
A recent Brightcove study of more than 1,200 consumers who watch online video at least twice a month uncovered the following statistics:
• 74% of consumers watch video on YouTube at least weekly, but 75% report experiencing some buffering and freezing when trying to access video on YouTube.
• One third of those who experience buffering issues report that they will abandon the video rather than wait for it to resume. (I know I certainly fall into this category).
• 62% of consumers are more likely to have a negative perception of a brand that published a poor quality video.
Regardless of how much time and money is spent by companies on artistic and creative design, and full video production; if that video is then poorly presented online, this investment may largely be a waste.
Brands must also consider the accessibility of their videos on these free sites like YouTube and Vimeo. Many companies block these sites along with other Social Networking sites in an effort to reduce distraction in the office and keep employee productivity focussed. So, if you’re a B2B business, hosting your videos on these sites may mean your customers and prospective customers simply will not have access to your videos....Doh! Now this really puts things in a new light I’m sure. You spend all that time and money to create your digital brand and Ad campaigns which no one is seeing. It would be like paying to advertise in a newspaper that never goes to print.
The primary reasons companies invest significantly in video is to build brand awareness and attract new customers. According to Brightcove, for many brands, a large portion of that investment is focused on creating content experiences that will help turn prospects into customers. The sad truth is that often times the video quality and /or the video presentation has issues. As a result, the entire video strategy fails to meet its objectives.
YouVu believes the that a high-quality video experience versus poor-quality video content and / or presentation can be the difference between gaining a customer and losing one. This can best summarised by the Brightcove Survey, where 23 percent of consumers who have been presented with a poor-quality video experience would hesitate to purchase from the brand.
Target. Engage. Connect.
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