There's a common misconception that making a shorter video should cost less than a longer one. After all, less runtime equates to fewer resources and less time spent in production, right? Not quite. The reality of video production is often counterintuitive.
The best analogy might be writing an essay – a task most of us recall from our school days. Drafting a long essay was relatively straightforward, but distilling that information into a more concise piece was often a more time-consuming challenge. The same principle applies to video production. Except that that's just the tip of the iceberg.
The True Value in Video Production
In an age of information overload and fast-paced content consumption, viewers often gravitate towards shorter, more concise videos. A 90-second video that gets straight to the point is more likely to hold a viewer's attention and be watched in its entirety. Conversely, a slow-moving three-minute video risks losing the viewer's interest after just 30 seconds.
In online marketing, we don't have the luxury of a captive audience. We need to respect our viewers' time and attention by delivering impactful, high-quality content in a digestible format. So while a shorter video might cost more per second to produce, it could offer a better return on investment by keeping viewers engaged and interested.
The Economics of Filming
Let's consider a practical scenario. If we allocate one day for filming and gather enough footage for a 90-second video, we've likely captured enough material for a five-minute video as well. This might lead you to believe that a longer video would be more cost-effective, but the truth is not so straightforward.
The cost of the filming day itself is a fixed entity. Whether we're producing a 90-second video or a 5-minute one, we still have to prepare the equipment, travel to the location, select an appealing background, set up the camera and lights, film, dismantle the setup, travel back, and sort out the footage. The camera rolling for an extra few minutes makes no difference to these costs.
The Art and Cost of Editing
The real art – and cost – lie in distilling the raw footage into a compelling, concise piece that resonates with your audience. It's not the length of the video that determines its cost, but the time, effort, and resources required to create a quality piece of content.
Editing is a meticulous process. A precise, high-quality edit takes more time and resources than leaving in less appealing parts for the sake of length. Turning hours of raw footage into a 90-second video that is engaging, well-paced, and to the point demands a keen eye for storytelling and a deep understanding of what will capture and hold a viewer's attention.
Short Doesn't Always Mean Cheaper
The belief that shorter videos are cheaper to produce is a myth. The length of a video doesn't directly determine its cost. The time, effort, and resources required to produce a high-quality, engaging piece of content are the real factors to consider.
The end goal, whether for a 30-second promotional clip or a 10-minute documentary, remains the same: to engage, inform, and leave a lasting impression. Investing in a professionally produced video, regardless of its length, is an investment in your brand's visibility, credibility, and success. Every second counts – and sometimes, less is indeed more.