Frontline Perspectives

There’s no doubt that creating visual content for your customers and sales team is valuable, as we saw in 7 Types of Video B2B Companies Should Use.

However, not all your video content needs to be high-def with four camera angles and extensive video production. Being able to make quick, average quality video with a short production time can be more valuable.

By average production quality, I mean strong enough to see the video details without the distraction of poor quality, and simple in production — without too many special effects.

Sales tools are a great example of why an average-quality video recorder is all you need. Good lighting and clean audio with a simple background and straightforward video production allows you to relay the message to your sales team without distracting them.

Best practice for video length is generally one to two minutes. Although there may be some exceptions to this, two minute videos do not require extensive editing and therefore shouldn’t take a significant amount of production time.

There are other times when a short production cycle is more beneficial than complicated and high-def video. Thought leadership for blogs or social media, holiday cards for clients and quick product demonstrations for a customer e-mail are perfect opportunities for two-minute videos.

This is not to say that higher production video may not be needed in your marketing efforts. Using low-quality video may hurt your efforts, depending on the project, but stay tuned for these examples in my next blog post.

Still not convinced? Check out the top three viral B2B videos from Hubspot. Notice the production quality, and post your own examples below.