As video producers we always want to top out last production with better light, better cameras, more dynamic range and the best edit but sadly that does not always produce the best results. On several occasions over the last few years I will shoot a test ad with decent production value then shoot the high quality version to really dump the advertising budget into and in 85% of the tests, to my extreme dismay, The quick test ad out performed the high quality, high gloss video was out performed 5 to 1 on social media. I’m not kidding. The ad that cost $500 to produce out performed the $3500 ad in almost every instance.
Here’s why: It looks more like content and less like and ad. We have instinctively started skipping over items in our social media feed that look too clean and too polished because it’s most likely an ad or something main stream. Ad blindness is starting to work it’s way into the video marketing sphere. If your ad doesn’t look like what’s typically in their feed they just won’t click on it.