Who Cares About Production Value?

Who Cares About Production Value?

One of the key aims of this newsletter is to share concise, actionable insights for producers and creators by analyzing evolving viewing habits and industry trends. So today we’re tackling a big question: how much does production value actually matter in digital content? If you’re transitioning from traditional media — or you’re a passionate creative with a lust for for cinematic perfection — you might assume that polish is everything. I get it. I’ve been there, agonising over sliders, colour grades, and pristine lighting setups. But here’s the truth: in the digital space, obsessing over polish can actually hurt your content.

For digital creators, “quality” isn’t about resolution or dynamic range. It’s about engagement and retention. Does your content grab people quickly? Does it hold them long enough for the algorithm to reward you? That’s the real litmus test. And spoiler alert: a fancy tracking shot isn’t the key to keeping your audience hooked.

Let’s reframe the conversation around production value — when it matters, when it doesn’t, and how to strike the right balance depending on your platform and audience.

When Does Production Value Matter?

Let’s be clear: high production value isn’t useless, but it only really counts for a few specific types of creators:

1. Filmmakers
   If you’re creating content for filmmakers, polish is non-negotiable. People like Adrian Per and Ethan Tran cater to audiences who care deeply about the craft of storytelling. For them, every frame needs to look as good as the lesson they’re teaching. Bad visuals = no credibility = no audience. Simple as that.

2. Musicians
   Visuals are part of your brand. Whether it’s a Reel, TikTok, or YouTube video, every piece of content should feel like a mini music video. Creators like Brandon Nembhard and Lyvia use lens choices, colour grading, and framing to tell stories that elevate their music. It’s part of what makes them memorable in a crowded market.

3. Large-Scale Creators
   Think Cleo Abram, MKBHD, Johnny Harris. These creators operate at a level where their visual identity is synonymous with their brand. Their audiences expect cinematic quality paired with sharp storytelling. Meeting those expectations requires resources — teams, gear, time — that most of us just don’t have.

What About the Rest of Us?

If you’re not in one of those categories, here’s the good news: you don’t need to overthink production value. Let’s break it down by format:

Shortform (Reels, TikToks, Shorts)

Shoot on your phone. Trust me. Shortform content thrives on speed, relatability, and familiarity. When viewers are swiping through dozens of videos, your goal isn’t to stand out visually — it’s to fit in. Disrupting the soothing, habitual nature of scrolling (e.g., by over-polishing your video) makes people swipe away faster than you can say “dynamic range.”

Whether it’s food content, memes, or street vox pops, shortform rewards content that feels organic. Fancy tracking shots? Probably not worth the effort.

YouTube (Longer Form)

This is where you can step things up — cautiously. A mirrorless or DSLR camera, condenser microphones, and decent lighting are worthwhile investments once you’ve committed to the platform. YouTube audiences increasingly watch on TVs, and expectations for production value are higher than on shortform platforms.

That said, clarity is king. Ensure your subject is well-lit, the audio is crisp, and your visuals are clean. Don’t distract from the story or information you’re sharing. Save the cinematic experiments for when you’ve built an audience that trusts you — not before.

Do You Really Need to Color Grade?

I get it — colour grading is fun. Tweaking skin tones, playing with highlights, chasing the perfect look. But for digital creators, it’s often more pain than it’s worth.

Shoot in your camera’s base profile (e.g., Rec 709). Forget about LOG profiles unless you’re planning a theatrical release. Why? Because digital content gets viewed on a staggering variety of screens — phones, tablets, TVs, laptops — all of which process colour differently. Your pristine grade might look perfect on your monitor but weirdly washed out on someone’s phone. Save the time, skip the grade, and focus on making another video instead.

A Simple Rule of Thumb

When deciding how to shoot your next project, ask yourself: What’s the easiest, quickest way to create this content without sacrificing clarity? The less friction in your production process, the easier it’ll be for your audience to consume, enjoy, and share your content.

Quantity and consistency beat cinematic perfection every time. Your audience isn’t looking for the next Scorsese — they’re looking for something engaging, authentic, and worth their time.

Final Thoughts

This week’s focus is more technical than last week, but it’s an essential part of digital storytelling. Production value has its place, but knowing when to dial it up or keep it simple is key to staying competitive in today’s content landscape.

Think I’m wrong? Let me know! Call me out — I’ll happily platform your criticisms in the next edition. Until then, keep creating and remember: it’s not about how polished your content looks; it’s about how well it connects.