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High Quality vs Effective Video Production: Part 1

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I love a good looking, well produced video. One where the colors are natural, the sound is clear, the framing interesting. But does expensive video production always lead to results? Do people watch them all the way through?

I wanted some answers so I conducted a study to generate some data so Logos Media can help our clients create content that really drives results.

Method:

We produced the same video 5 different styles ranging from “nicely polished” to “shaky portrait iphone”. We ran those videos with identical budgets to identical audiences (interested in marketing/small business in DFW) for the same period of time. The call to action was to like the Logos Media facebook page.

Results

We got some conclusive data on what worked and what did not. Here are the videos ranging from worst performing to best performing, what we know from the data and some hunches worth testing in the future.

The iPhone Portrait

The Numbers

Percent Viewed 7.70%

Cost per conversion $10

Reach engagement 26%  (The percentage of those reached who watched beyond 3 seconds).

Thoughts

In a lot of ways this video was a total disaster. It looks like garbage. My hair is messed up. The orientation is “wrong” in portrait mode.

More importantly this video is a mess as it converted the fewest likes and those likes were most expensive (more than 10 bucks per like)

But here is the interesting thing… of those people the video reached, more of them watched it for longer than any of the other videos. In some ways this would be a success right? If someone took the time to watch more of the video, something must be working. That engagement is positive, but in this case more people took a closer look and almost all of them said, no thanks. Ouch. The pitch and the call to action are identical on all 5 videos, so we can surmise that people were turned off by the style even though they were drawn to see it through.

We might call this the “Dumpster Fire Effect.” People are interested, but they want no part of it. Is this an effect we can learn to leverage positively? How can we be disruptive while projecting a good image.

Up next… bad news for people with expensive cameras… polish didn’t count for much.

Cornerstone Assistance Network

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Successful non-profits don’t just serve the people in their community in need. Great non-profits tell a compelling story about the work they are doing and invite others to come and join them in their mission. By telling stories, sharing triumphs and painting a bold picture for the future, a strong development video can work wonders.

Adam: No Contact Allowed

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Adam is an 8 part series that tells the story of a pastor who walked along side a mother on a journey few parents have ever endured. This series, designed to spark discussion in a group, explores topics of grief, doubt, redemption and punishment.

Every Craft Beer Has a Story

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Part of the joy of drinking great beer is discovering that new brewery or that new style you had never enjoyed before. Why wait for someone to go to the brewery to get the story they want to hear? Take a look at this brief profile of a really amazing beer demonstrating how we can share a beer’s story.

Giving life to an Identity Statement…

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First Christian Church in Arlington unveiled their new identity statement: We are centered in Christ and formed in relationships. This statement found expression in their worship, the weekly programming and in their outreach, and they wanted to find a powerful way to share the breadth of that story with their congregation and their community.

Logos Media was able to help them craft a three part series exploring the different ways FCC lives out their identity. Making use of interviews, compelling b-roll and the words of their staff, these videos bring life to their statement in a way that only video can.

The Braces Come Off…

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Orthodontists have a unique challenge when it comes to demonstrating the value of their service. Most people walk out of a doctors office knowing that their problem will be solved soon. Braces take months to their magic, and for a teenager that is an eternity.

Our client stacked several patients who were getting their braces removed. We filmed interviews, established before and after shots and captured that magic moment when they saw their new smile for the first time.

The video we produced is part case study and part customer testimonial and great for facebook and waiting room screens.