What is Production Value and Why Do I Need to Know it for My Video Project?

Video production timelines and budgets can look different across a variety of projects, and are more definitively determined by what we call, “production value.” Production value is a term we use to describe the general amount of money, time, resources, and talent invested in a single piece.

For example, a 15-second commercial with upwards of 100 extras, multiple locations, crane shots, and a large production crew of 20 or more would be considered to have large production value with a lot of high-value assets being utilized. A 15-second commercial with 2 main actors, a single location, stationary camera, and crew of 5 people or less would be considered to have a lower production value.

Low production value or high production value doesn’t necessarily mean the content is good or bad, there are certainly examples of low production value pieces that are incredibly effective and high production value videos that completely miss the mark. However, it’s important to keep in mind that any high production value project will have more flexibility to creatively tell a story, which will add more weight to your brand. When choosing between the two, or defining what your budget should be for your video project, keep the notes below in mind.

Low Production Value

• Often few actors and locations required for the full story
• Uncomplicated camera movements, often stationary camera
• Small, “skeleton” crews
• Can be effective, but must be done with intention

High Production Value

• Multiple or large locations
• Can consist of environments that are hard to replicate (parties, rush hour traffic, concerts)
• Complicated camera movements like steadicam, crane, or dolly movements
• Large filming crew
• Easily manipulated to replicate any brand

As always, we recommend you think about your audience, the channel, and space this content will appear in as you determine how to produce your content.