Online video - Quality does (or at least should) matter

You know what I like more than online video? Watchable online video. And I bet I'm not alone.

There is a lingering perception that online video watchers prefer video that isn't highly produced and has a gritty, "genuine" feel. I was in a conversation with a colleague at another institution recently during which he said as much ("If it's not kind of grainy and shaky, students won't watch it") Really? I just don't buy it.

First of all, the prices of quality cameras and editing software have come way down, which means that even basic user-generated content should have a cleaner presentation.

Second, I think that the purpose and tone of the video have an awful lot to do with the most appropriate feel. For example, if a college is posting brief, newsy videos on a quick turnaround, sure, grainy is fine and, yes, probably more believable. But, on the other hand, there is a place for more feature-oriented videos that not only can, but should, feel more highly-produced. (See what NC State is doing) The web is able to deliver high-quality video and, for these purposes, I think people expect it.

Look at Hulu and YouTube. Totally different models for delivering web video, and that's okay. You expect to find just about anything on YouTube but you know that the quality probably won't be great, it might be a hacked video, and if it's long it might be cut into a bunch of pieces. Hulu, on the other hand, has a much more shallow well of videos but they're high quality and full length. Given the choice to watch a clip on Hulu or YouTube, I'm picking Hulu every time. Need to find something that's obscure or viral and I'll probably start with YouTube.

** Update [12.5.08] ** I should mention that YouTube's HD offering certainly makes videos posted there and, I think, makes an even stronger case for high quality video. No longer will that 90 second YouTube bit shot on your phone be almost as visually compelling as the one shot and posted with a Flip HD. **

Comments

[Chip]

bewareofthedoghouse.com

well-done viral video!

[Jason Gorss]

Thanks for the helpful reminder. I have been hearing this sort of thing as well. One of the problems is that people often equate "grainy and shaky" with "genuine." That doesn't have to be the case. Yes, a newsy video probably should not be overproduced--then it will look more like a commercial. But it shouldn't look like it was shot on a $5 webcam either.

[Watch Movies]

This is very interesting! I work with movie editing and you are so right to say that the quality always matter but not in the direct way hehe :) Good quality Video doesn't always makes it look better to the audience :)