How Can You Tell if a Video is “Good”?

WRITTEN BY Tim Lewis ON 05.13.25

What makes a video good? It’s a deceptively simple question with a complicated answer. At Mastcom, if there’s one truth we’ve come to accept: video quality is subjective—and hard to quantify.

A video that stirs emotion for one viewer might fall flat for another. A branded film that looks “cinematic” to one client might feel too polished for a gritty startup or non profit. And sometimes, a low-budget video shot on an iPhone outperforms a higher budget video, simply because it connects.

That doesn’t mean quality is unmeasurable. It just means you have to know what to look for.

Here are a few things to consider:

Clarity of Purpose
A quality video starts with a clear direction. Why does this video exist? Who is it for? What action do you want viewers to take? The most effective videos—regardless of budget—are rooted in purpose.

Visual and Audio Craftsmanship
Yes, this is where resolution, lighting, color grading, and sound mixing come in. But don’t mistake gloss for greatness. Some of the best-crafted videos are the ones where every frame supports the message—whether shot in 4K or on a shoestring. Look for clean audio, intentional composition, and a visual style that feels aligned with your brand.

Emotional Impact
Does it make you feel something? Trust? Curiosity? Motivation? Video is a powerful emotional medium. A “quality” video isn’t just seen—it evokes a visceral feeling by awakening something personal the viewer can relate to.

Flow and Pacing
Does the story move? Are the edits purposeful? Do you stay engaged from beginning to end? These are subtle markers of quality that are easy to overlook. A well-paced video feels effortless—but behind the scenes, it’s the result of thoughtful structure, direction and editing.

Audience Alignment
The final litmus test: does it connect with your audience? This is where subjectivity really kicks in. A video that nails the tone and speaks in your customer’s language is far more valuable than one that tries to please everyone.

Final Thought
Quality in video is less about perfection and more about intention. If a video is clear, well-crafted, emotionally resonant, and on-brand for your audience—it’s not just “good.” It’s effective.

And that’s what we aim for at Mastcom: video with direction.