Black Women in Business

Make-or-Break Aspects of a Quality Video

  A recent study showed that there is a definite correlation between the quality of your video and a website’s conversion rate. While websites featuring low-quality video convert at 2.6%, websites featuring high-quality video convert at 7.6%.The quality of your video can make the difference between someone continuing through with your call to action or not being interested in your product.

   The goal is to create high-quality content that drives traffic, engages audiences, and converts leads. The equipment used, sound, visuals, lighting, and editing can all affect video quality. In the age of technology, the tools to provide quality are more readily accessible than ever so take advantage of it, but keep in mind that it takes more than nice equipment to make a good video. Take your video marketing to the next level by also paying attention to these key parts of your video content that help viewers perceive quality.

Light can make or break your video.

     Light is the single most important element that impacts the final result of recording videos. This is mainly why it is important to look into video lighting techniques. Lighting can make or break the quality of your video output by setting the mood and tone, highlighting specific objects or people to direct viewers’ eyes to an intended spot, and to adding color and texture to environments and scenes. Good lighting affects the video quality of all video production equipment, so it’s important to have a well-lit set to shoot your video. If you’re just starting out with video production, lighting your video shoot can be tricky. There is a big difference in how our eyes perceive light compared to a camera lens. Cameras need way more light to produce a quality image than you might imagine, so open those windows or bring in artificial lights if necessary!

How Long should it be?

In today’s digitally-driven society, the average consumer has an extremely short attention span, a fact that has forced video marketers to tailor their content to suit our click-happy ways. When it comes to marketing videos, most of your audience will give you somewhere between 30 seconds and 2 minutes of their time, so for the most part, you want to keep your videos between that length.

Different topics and posting platforms can also affect the length of video appropriate for your product, so make sure to research what video length is recommended or allowed for your platform of choice. Here are some recommended video lengths for different platforms.

  • Instagram: 30 seconds
  • Twitter: 45 seconds
  • Facebook: 2 minutes
  • YouTube: 2 minutes

Consistency is Key

      If you have amazing content, consistency is what will take it to the next level. Creating a consistent video schedule is a critical way for companies to keep pace with the latest marketing trends. Businesses that produce engaging, consistent content see some of the greatest benefits. Create a content schedule and stick to it. Viewers like patterns so that they can look forward to your upcoming content. Consistent content marketing means two things: consistent quality, and consistent publishing. One or two videos don’t equate to a successful video strategy. To reap all the benefits, you’ll have to post online videos regularly.

Can you hear me now?

       A video primarily has two significant elements: Picture and Sound. While shooting a video it’s important to give significant attention to both the audio and visual aspects of your content because the audio is just as important (if not more important) than the video. A new study by USC shows that audio quality influences whether people believe what they hear and whether they trust the source of information. They found that anytime something is difficult to process, people become distrustful. If you want viewers to become customers, it is important that they trust your product. Sound is also a strong trigger for emotion. It can have a significant impact on the listener, inspiring either positive or negative emotions.

Set the Mood

      Mood and Tone in a video are also very important. The tone is the author’s attitude, mood is how the viewer feels after watching your video. The tone we use in our speech is similar to the tone of a piece of writing. What kind of tone do you want your viewers to translate in your video? Is your tone serious? humorous? warm? informative? If you want your viewer to feel emotionally moved and compelled to act, then you’ll want to write the video with that goal in mind. In the end, how the viewer feels after watching your video will either remove them from your target market or make them a client. When deciding the tone for your video, consider the following questions:

  1. What prior marketing campaigns have been the most successful and what tone did they take?
  2. What type of tone will your target consumer be most responsive to?
  3. What tone will best represent your vision for your business and how you want to be perceived?


     Whether you’re a vlogger or coach, need a video to show off your new product, or use video to share testimonials about your business, videos are becoming increasingly essential to your digital marketing strategy. Make sure you are putting out quality content so that your time and money investments become beneficial to you in the long run.


Makisha Boothe

Makisha is Head Business Coach and founder of Sistahbiz Global Network. She specializes in rapid improvement and innovation, and helps women with business startup and design.

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