Hot on the heels of our recent study of social media ad types, Psychster is pleased to present our latest publication: Are Highly-Produced Online Videos Watched Longer Than Simple Videos in Business Contexts?
The paper, a collaboration with AllRecipes, examines the impact of production value upon individuals' willingness to view them. Do higher production values result in increased viewership? The answer to this question is key to minimizing the expense of producing online videos, while maximizing their effectiveness.
Some of our findings from the study:
Highly-produced videos were watched 30%-50% longer than simple videos, a significant increase.
A point of limited returns was reached where additional production elements did not result in longer viewing times.
Highly-produced videos were more likely to be recommended to others than simple videos, except when a professional script was paired with a simple production.
Subjective ratings of the likability of the videos were generally high and not strongly related to how long the videos were watched.
Before you produce your company's video content, read our newest white paper and see why clients come to Psychster who don't want to waste their resources on experimentation - and who know research can help predict success and avoid costly blind alleys.