“The amount spent by marketers on video content continues to vary widely. There’s no real consensus in terms of how much is a ‘normal’ amount to spend – ‘whatever works’ seems to be the order of the day.

However – with the majority of marketers planning to increase their budget next year, it’s clear that video is set to remain a key priority.” – Wyzowl Video Market Research 2024

As a video production company serving South Carolina and Georgia businesses, non-profits and associations, Primeau Productions takes great pride on focusing on the needs of our clients. This leads us to talking about efficiency and effectiveness, two topics not discussed enough in video production.

The demand has never been higher

It has been found that more than 91-percent of all businesses are currently using video in some form, from testimonials to instructional videos to social media and ads. Simply put, it is where your audience is going. Whether a family new to the Greensboro, South Carolina area is looking for a veterinarian for their Collie or an Athens, Georgia physical therapist wants to explain how she treats shin-splints, chances are their message will find its way through the magic of video.

So, while the demand is high for video, there is a large discrepancy in pricing strategies and costs. Primeau Productions prides itself on a high sense of ethics and professionalism. We have seen the research on pricing, and can well understand why there is so much confusion. From the research:

“49% of marketers feel the costs of video marketing are on the rise, while 29% say it’s getting cheaper. 21% of marketers feel the costs of video marketing are staying pretty much the same.”

Primeau Productions views our valued clients as partners, and our hope, above all else is to see our partners succeed. It is why, from script to screen, using the industry’s best video equipment and superior editing skills, we always keep “efficiency and effectiveness” in mind. Unfortunately, these important points are sometimes overlooked by video production companies.

Primeau Efficiency and Effectiveness

At Primeau Productions, we work with our clients with the following goals in mind: is your video expenditure efficient? Does the vision a client has for a video match the highest efficiency for their money? For example, does an internal safety video need to be a “Hollywood production?” or can the video be more efficiently produced that will get across the same safety message?

Is the video going to be effective in meeting goals? A great many times our potential clients have “clever ideas” or “humorous ideas” or even “serious ideas” that, unfortunately will set the wrong tone.

Most video produced for social media or online ads or even customer testimonials is relatively brief. It is important to say enough, but not too much, to reach an objective and not a scattered conclusion.

Looking at the statistics on cost perceptions shown above, no wonder there is such a spread. While nearly half of the poll respondents found video was getting more expensive, we can’t help but wonder if they had been shown a more efficient way of conveying the same message, or if the video had been much more effective, if they would have felt the same way?

Primeau Productions understands there are no shortcuts to producing quality video, but quality can often be produced more efficiently and effectively.