I often hear people brag about how little they spent, or the rawness of their production qualities for video content used on a corporate website, as if the alternative was a Hollywood film production budget. I agree that video is a more engaging medium for most people, and therefore an affective way to communicate visual content. That said, you need to align your production values with quality levels that reflect on your brand or corporate reputation.

If I was producing video content for a bank, I would sure as heck make sure my video production quality was pretty good. If I was producing content for a skateboard manufacturer, I could skimp a bit for effect. If the content was non-visual, such as review of financial statements, I would nix the video.

Video content isn’t a “one size fits all” proposition. For companies that understand the video medium, it can drive traffic and engagement very effectively.