What is a quality video?

Hands up who wants a quality video!

Have you ever heard anyone ask for something rubbish or not up to scratch? How would you feel if someone asked you to provide a product or service for them that was suboptimal? Silly question. Everyone wants quality. But yet quality is a slippery thing. ‘I want a video – it has to be good quality.’ ‘In what way?’ ‘Err….’ A few years ago I was asked to quote for a video, but it had to be a ‘quality product’. I was concerned. After all, I normally produce rubbish. I would really have to up my game this time. I’d be coining it in with this particular job – a day’s shoot with 2 cameras, a 100 mile drive, and a day’s edit, and because this national organization wanted a ‘quality’ job they would stretch to £400 all in. Long story short, I did the job and delivered to a satisfied client who almost immediately (after paying my invoice late) went into administration. It was probably their excessive spending on the video that did it. The dictionary defines Quality as ‘fitness for purpose’. If a self-employed tradesman had £400 to spend on a promotional video, they would very likely get quality. If Harrods had £400, they would not. Quality does not mean HD. An iPhone shoots HD, but I wouldn’t offer to shoot my clients’ videos on it. Quality is not pixels. If it was, then we wouldn’t have the prevalence of fuzzy webcam video blogs that we do. Business communicators use webcams where they do a good enough job – fit for purpose. Perhaps what my client really meant was ‘valuable’, which is much more than deciding what camera you are going to use. It is about delivering a compelling message, in a way that is appropriate for the brand, with the right production values, and getting it in front of your audience.