So, you’re ready to dive into video production for your brand, but you’re faced with the big question: which video production style is right for you? The world of video content is vast, and choosing the right type can feel like picking a favorite ice cream flavor—they're all good in their own way, but you want the perfect one for your needs. Let’s break down the three main types of video production—high-end productions, mid-tier online ads, and UGC (user-generated content)—so you can decide which suits your brand, your budget, and your goals.
High-End Videos: The Polished Powerhouses
When we talk about high-end videos, we’re talking about commercials for CTV (connected TV) and those chef’s-kiss quality productions that could belong on national TV or during the Super Bowl. Think: pristine lighting, cinematic shots, and sound design that makes your ears tingle.
These videos are your visual heavyweights. They look expensive because they are—crafted with expert directors, professional crews, and maybe even a few special effects. High-end productions are designed to make a splash, build brand prestige, and leave a lasting impression.
Pros:
Premium Feel: They give off that “luxury” vibe, perfect for building brand trust and impressing viewers.
Attention-Grabbing: High-end commercials are built to stop people in their tracks, especially when viewed on a big screen.
Longevity: With such high quality, these videos can live longer in campaigns and be repurposed across various channels.
Cons:
Expensive: A premium feel comes with a premium price tag. They require a larger budget and more production time.
Mobile Challenges: These videos can lose their impact on smaller screens if they aren’t specifically optimized for vertical viewing on mobile devices. Those cinematic landscape shots might look stunning on a TV, but if the text is too small or the framing doesn’t fit the phone screen, it won’t convert as well in a social media feed.
Mid-Tier Online Ads: The Balance Between Style and Performance
Next up, we’ve got mid-tier online ads. These are those beautifully shot live-action social ads that are often made for platforms like YouTube, Instagram, and Facebook. They might not be as glossy as high-end commercials, but they still pack a visual punch, with professional-quality footage, engaging editing, and storytelling.
These ads are all about striking a balance between looking good and delivering the right message. They can be shot with smaller crews and tighter budgets, making them more affordable, but still maintain a high-quality feel.
Pros:
Cost-Effective: Mid-tier ads offer a sweet spot between quality and budget. You don’t need a full film crew, but you’re still getting polished, branded content.
Versatility: These videos can be optimized for both horizontal and vertical formats, making them more adaptable across social platforms.
Engaging: With good storytelling and strong hooks, mid-tier ads are designed to grab attention and convert, especially when targeted to the right audience.
Cons:
Not Quite Premium: They might not carry the same high-end shine, which could be a dealbreaker if your brand needs that luxury appeal.
More Planning: While not as intricate as a TV commercial, mid-tier ads still require planning and coordination, which can be time-consuming.
UGC-Style Ads: Authentic and Affordable
Finally, let’s talk about UGC (User-Generated Content) ads—those scrappy, off-the-cuff videos that look like they were shot by your friend, not a professional filmmaker. And that’s the point. UGC-style ads have become wildly popular because they feel relatable and authentic. They can take the form of testimonials, unboxing videos, or casual product demos that fit seamlessly into social feeds.
These ads don’t need fancy equipment or professional actors—just a smartphone, a relatable script, and maybe a good ring light.
Pros:
Affordable: UGC-style videos are budget-friendly. With minimal production costs, you can create a high volume of content quickly.
Great for Conversions: The casual, raw look feels more genuine, which can boost conversions. Users feel like they’re getting a recommendation from a friend rather than a hard sell.
Mobile-First: These videos are designed to shine on social media, where people are scrolling on their phones.
Cons:
Shorter Shelf Life: UGC ads often have a shorter lifespan. They can feel outdated quickly, requiring you to continually create fresh content.
Lower Production Quality: While authenticity is a big plus, UGC ads might lack the polish needed for premium branding.
Finding the Sweet Spot: High-End Quality with UGC Conversion Power
So, which one should you choose? Here’s the kicker: the best approach is often a blend. Creating a high-end video optimized for conversions can give you the best of both worlds. This means shooting with the same level of quality and planning as a commercial, but focusing on vertical framing, strong hooks, and concise messaging to make sure it performs on mobile. Essentially, it’s about adapting high-quality content to fit the viewing habits of today’s audience.
But remember, at the end of the day, it’s less about what your video was filmed on, and more about what the content says and how it resonates with your audience. A killer concept with a clear message will outperform a visually stunning video that lacks substance any day.
Final Thoughts: Which Video Production Style Will You Choose?
The video production path you choose depends on your budget, branding goals, and where your audience hangs out. Are you looking to make a lasting impression and build brand prestige? Go high-end. Want a balance between cost and quality that works across social channels? A mid-tier ad might be your sweet spot. And if you need to churn out engaging content quickly without breaking the bank, UGC is your friend.
The most important thing is to create videos that connect with your audience—no matter if they’re polished to a shine or feel like a cozy chat with a friend. So, go forth, embrace the style that suits you best, and watch those engagement numbers climb. Happy filming!
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