It's About Production Values
This week I'll exploring the link between perceived quality of an instructional video and the credibility of its source. I'll be taking a look at three different YouTube videos of varying production quality and making notes of what I think of different elements included in the video.
I'll be evaluating quality based on:
Video
Sound
Transitions
Graphics
Framing
Lighting
I am sharing my thoughts on this because in recent years there has been evidence to suggest that perceived quality of video/media is correlated with the credibility of the source. Does it really make a difference? I'll let you know!
Video 1: You're Not Stupid: How to Easily Learn Difficult Things
This video was an incredibly informative, step-by-step breakdown of how this vlogger, Elizabeth, learns complex topics. From the start, I notice that there is a lot happening on the screen. She includes a lot of pop-up graphics and icons, sound effects, and sometimes signaled text. At first I was thinking that the graphics were actually helpful because I was able to form an association in my mind between what she was saying and what images appeared on the screen. However, after a while it almost started to become too much and a bit distracting. They did reduce in frequency toward the end of the video. The sound effects were not bothersome or out of place, as they were mostly just clicking sounds of a mouse or quiet pops for emphasis.
The audio and image quality was great throughout, as well as transitions. The transitions stayed simple, and thank goodness for that because there were a lot of them! The lighting was great as well, and the framing was appropriate. You see her face the entire video as she is talking, which I always find to be very helpful in learning. Something more prominent in this video than the other two is the blurred background. The focus is on Elizabeth, and the background is ever-so-slightly blurred. This helps me from paying too much attention to her background, so I thought it had a good impact on the quality of the video.
Overall:
I thought the video production as a whole was very effective at conveying competence within the vlogger, and was reflective of her qualifications and experience as a medical student. It was immensely evident that a lot of time and effort went into producing this video, and that in itself makes me trust the content more. The only thing that took away from the spoken message was the excessive amount of pop-up graphics in the first half of the video. Otherwise, the video appeared to me as one of excellent quality especially in terms of audio and video. She gets a bonus from me because I thought it was very entertaining. Despite the length of the video, I never found myself bored or losing sight of what she was talking about.
Video 2: Making Sun Brewed Tea
This video is a simple breakdown of how this man makes his homemade sun tea. It is entirely recorded with him behind the camera, so you never see his face. The lightning is not good for most of the video and is very dark in the beginning, but given the tone of the whole video, I don’t believe he was concerned with that. There are no graphics or transitions, and although the quality of the audio isn’t particularly great, it’s not terrible either.
Making sun tea is a very simple concept and process, so I don’t think the lack of “fancier” elements detracts from the lesson of this particular video. It’s a very short video, so I did not get bored, but this is not a video I normally would have picked for myself to watch. The video quality was not very good, as it was fuzzy and a bit pixelated at times. I tend to stay away from videos like this because, given the option, I would prefer to watch a crisp and clear video. Despite this, I still think it really doesn’t affect the message he wanted to convey, as his verbal instructions were clear and simple, and matched what he did on screen.
Overall:
The quality of the video was less than desirable, and very few elements were utilized to make the video. However, I still got everything out of the video that I would have wanted to know about how to make sun tea, so I don’t think the quality was much of a factor here for me.
Video 3: How to bake the PERFECT scone | Paul Hollywood's Easy Bakes
This video was a detailed demonstration of how to make Paul Hollywood’s scone recipe, performed by the man himself. This video had very good image quality and the audio was great about 98% of the time. There were times where he mumbled and I didn’t catch what he said, but I could tell it wasn’t about pertinent information, rather a joke or something. The transitions in this video were smooth throughout, and very well timed to what he was doing on screen or to cut out downtime for baking time. I thought the framing in this video was excellent because Paul was slightly off center to the right of the screen to allow for written ingredients and/or steps to appear on the left.
I thought the lighting of this video was a little lacking, but it still seemed fitting for the content. I thought the subtle lighting actually added to the mood of the video, making it feel like a really cozy atmosphere. Maybe that was the goal!
I thought all additional elements to the video like the transitions and on-screen text added to the overall quality of the video. It was fluid and effective, and there were no inclusion of unnecessary graphics.
Overall:
Had I not already been familiar with how prestigious a baker Paul Hollywood is, I believe I still would have been trusting of his recipe based off of this video alone. It served the goal well, and I did not notice any elements that I thought detracted from the quality of the video.
Final Thoughts
In order to understand why there might be a link between quality of video and credibility of the source, I found a literature review from 2017 that looked into this relation based on a newspaper’s experience. Essentially what they found is that people make a judgment about the source of something they read or watch as they consume it, and quality is just part of that judgment. If the content is high quality, that is often reflected in the perceived value and quality of the source of that content. Quality output from the source suggests the source is valuable, credible, and worth visiting again.
What’s interesting to me about this is that it is supported by the information processing theory, or cognitive information processing theory. This theory explains the way we [humans] take in, process, and store information. We can only process so much information at once, and that information takes different processing routes depending on the type of information. What I mean by that is how inherently interesting the content is for us, or how important it is. If it is something we personally find important, our brain employs the systematic information processing strategy and we naturally assess validity as we actively try to understand the material. For content that is less important, we use heuristic processing, which is kind of like using mental shortcuts to understand material quickly, usually by relating it to something we already know. They can be thought of as cues for processing information.
It’s common among today’s media consumers to sift through material quickly, making split-second judgments about whether to watch something or move on to the next thing. In an environment like this, and in the case of quality = credibility, quality becomes a cognitive heuristic in which to make judgements about the content. It becomes something that we use to filter the onslaught of media we may come across every day.
I never considered this before reading through the research, but it makes perfect sense. We’ve come to associate quality of media and other things with its potential value for consuming. It’s quality is largely determined by the amount of effort we think went into making it, and it is reflected back onto the source of the media.
References
Chen, G. M., Chen, P. S., Chang, C.-W., & Abedin, Z. (2017). News video quality affects online sites’ credibility. Newspaper Research Journal, 38(1), 19–31. https://doi.org/10.1177/0739532917696087
Elizabeth Filips. (June 7, 2022). You’re Not Stupid: How to Easily Learn Difficult Things [Video]. YouTube. https://www.youtube.com/watch?v=Kz_brQBl8xk
Gigerenzer, G., & Gaissmaier, W. (2011). Heuristic decision making. Annual review of psychology, 62, 451–482. https://doi.org/10.1146/annurev-psych-120709-14534
Lawless, C. (2019, August 6). What is Information Processing Theory?: Using it in Your Corporate Training. LearnUpon. https://www.learnupon.com/blog/what-is-information-processing-theory/
Paul Hollywood. (October 11, 2021). How to bake the PERFECT scone | Paul Hollywood’s Easy Bakes [Video]. YouTube. https://www.youtube.com/watch?v=-Fet_XHruSQ
William Quinn. (July 1, 2012). Making Sun Brewed Tea [Video]. YouTube. https://www.youtube.com/watch?v=tr4H14W9YS4