May Roundup: Reflecting on Production Quality
In case you haven’t noticed, stay-at-home orders have caused a significant shift in production quality over the past few months.
Low-resolution, poorly-lit video conferencing has become standard in both the work environment and the content world.
Heck, even The Tonight Show has moved to Jimmy Fallon’s living room!
The curious question concerns where content production is headed.
At Fisheye, we have long tracked the trend of consumers’ decreased appetites for quality. With UGC (user-generated content) only gaining more traction through exploding apps like Zoom and TikTok, it seems as though high-quality content is regarded as corporate, sterile, and inauthentic.
At the same token, an argument can be made that people are tired of seeing silhouettes and blown-out backgrounds at 240p resolution. Our eyes are naturally drawn to softly-lit, well-composed images, which is a significant factor in catching eyeballs. One does not need to be a cinematographer to subconsciously appreciate the qualities of a first-rate film.
So, where is the balance? Is there a balance?
Perhaps the best explanation we can give is that the balance lies not in compromise of quality, but in combination of qualities.
The most effective campaigns we have driven for our clients have typically included a blend of raw, genuine UGC and polished, high-quality content with a clear purpose.
[Perhaps the best explanation we can give is that the balance lies not in compromise of quality, but in combination of qualities.]
Both sides address specific needs in a customer’s journey with a brand. They need to be educated and informed, as well as validated in their bid to trust.
As a filmmaker, my heart wants to advocate for only the highest quality production.
But I know that this may not always be in my client’s best interest.
Fisheye Marketing has found what we believe to be a highly valuable production process for small- to medium-sized companies. Rare is the occasion where we hire a sizable crew and rent expensive equipment when we believe those dollars may be better spent elsewhere (such as in the distribution of said content, ahem).
Content production — now more than ever — is a matter of skill and talent rather than equipment. Technology has only made equipment more uniform.
We also cannot stress enough the importance of strategy behind every piece of content. The content may be cool and engaging, but what action is it driving for the business?
Without sounding braggy, we believe we have assembled an incredibly talented team of content creators and the just-right tools to appropriately equip them. The result is an exceptional product that returns many more dollars than its original cost.
It’s cute and fun to pitch a client on the need to “tell their story.”
Don’t get me wrong, that is an essential idea to effective marketing.
I can speak on behalf of the entire Fisheye team, but I am growing tired of seeing countless businesses invest in quality content and not having a clue how to distribute it.
Content and distribution must be married to each other. Otherwise, the result can be futile.
