When it comes to video marketing, should your goal be quality or quantity? That question has become more prevalent as video marketing becomes essential for every business. Think we’re overstating the importance of video? Consider this: Tweets with video see ten times more engagement, LinkedIn users are twenty times more likely to share a video, and video generates more engagement than any other content type on Instagram. And all that’s just within the social media realm! Video is the consumer-preferred way to learn about a product or service. And that brings us back to our original question: is it better to have five lower-quality videos or one high-quality video about your business? Let’s break it down.
Peak Content
Peak content is a reference to the content saturation that we all face. The amount of available content is becoming unsustainable from both a production and a consumption level. Research has found that the average consumer may see as many as 5000 or more ads on a daily basis. Think about the time you’ve spent online today–do you remember any of the ads you saw? Maybe that’s because the average number of ads that engage the consumer out of that whopping total is a mere 12. What can cut through all this noise? Will it be quantity or quality?
Defining Quality Content
On the one hand, we have quality. But in the battle of quantity vs. quality, what constitutes quality content? Here’s our list:
- Authenticity. Consumers can smell a fake. Offer content that doesn’t feel over-produced or insincere. Click here for a recent blog on authenticity in corporate video.
- Relevancy. Provide content that’s current and specific. Information your audience wants.
- Consistency. If you’re doing a series that’s weekly, monthly, or quarterly, people will start to expect that video. Don’t disappoint them. Outdated video can do more harm than good when the information within is incorrect. Create a content calendar that outlines what content gets posted when, and your engagement levels will be easier to track.
- Transparency. Be honest with your audience about how you conduct business and they will respond with trust, which leads to loyalty.
Know Your Target Market
The best way to nail your content is to know your audience. Do they prefer quantity or quality? Listen to what they’re asking for on social media, what they tell you in-person and any other avenue that gives your customers a chance to voice their opinion. Now provide them with the content they want. If you run a bicycle repair shop and people consistently ask how to change a flat tire, a step-by-step video of the procedure is valuable, engaging content. If they ask mostly about your sales, a series of quick-hit shorter videos that come out each time you have a sale might be a better use of your video marketing time and budget.
Regardless of whether you embrace the quality or quantity, it’s important to have a conversation with your audience rather than talk at them. Make your content useful by providing tips or industry insights. Or just make them laugh. Lecturing and hard sells are not an engaging format for video. Remember, too, that a conversation can never happen if your video isn’t in the right place. Make sure you’re placing content where your audience will see it. Meet your TM where they hang out on social media, post to your website where people will be looking for information, or use direct contact through an email.
Roll the Dice
If you opt for high content, you may be looking to drive traffic. The problem here is that you may be sacrificing quality for volume. If your goal is simply to crank out content, what you’re producing may look at lot like what your competitor is producing and what everyone else is producing…and you’ll get lost in all the noise. Also note that low-quality content is less likely to be shared. An example of a low-quality video that works in high volume is a look behind-the-scenes. If you have a business with something new, different, and interesting to see, short selfie videos that give customers a peek could be posted regularly.
On the other hand, you can produce less content of a higher quality. This has a better chance of being shared because it has the opportunity to be unique and truly showcase why your business is different. Take the time and make the effort to create a video that rises above your competitors and grabs your TM’s attention. Bonus: high-quality content can establish your business as a thought leader, gaining the trust and loyalty of your TM.
Have it Your Way
If you’re relatively new to video, we’d suggest choosing quality over quantity. Start with a video that explains your product or service or a company culture video that works for both promotional and recruiting purposes. This kind of video can be cut into smaller pieces for social media and ads. That way, you still have quality but you also have quantity. Key West Video can work with you on a single video or a package deal. Call us today for a free quote.
