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Open eyes

Investing in videography is more than just a trend. It is one of the best ways for today’s business owner to seize key opportunities to market to customers in a way that’s engaging and attention grabbing. Video has become a powerful marketing resource. It’s estimated that by the end of the year, 69 percent of all consumer-related internet traffic will be video-oriented. Just look at Facebook with its 4 billion video views every day. But, how can video be an important and valuable tool for your small business?

The question is – why does video marketing help your business to stand out and to get the attention it needs from today’s consumer?

#1: Video Transports Your Viewer Some Place Else

One of the keys to the success of video is its ability to take people somewhere else. As a business, you can create a video that transports your would-be customers to a new location – one that helps them to see the value of working with you. For example, a hotel can create a video about the surrounding area and truly capture the audience’s attention. This is where they want to be. And, if they want to be there, they can do that by embracing the company’s services. Video can show your customer how your products are made or take a person behind the scenes. Where can you transport your video viewers to?

#2: Videos Share Key Information

Unlike a basic ad, video can actually demonstrate a solution or show an opportunity with visuals that stand out and create a stunning impression. For example, the best way to show your customers the value of your product is to demonstrate its function. A how-to video is a great example of this, but it doesn’t have to be that specific. For example, you can showcase your line of clothing or bathroom fixtures in a video that shows them being used and how they work. This opens the door for the consumer. He or she now can transfer that solution or function to their own life. How are your videos showing your viewers how your product or service benefits them?

#3: Videos Open Eyes

Finally, video can also be used as a way to communicate something new, interesting, innovative, disruptive, or just unique. Video can provide someone with information they need, but don’t know they need. For example, a doctor’s office can create a new video about a unique procedure they are launching or a recently approved FDA medication. In doing so, they can show their reader that this is a new opportunity, a new idea, or a new way of accomplishing something.

Video is powerful. Marketing with video simply makes sense financially because it is a cost-effective way to get your message out to the public. The question is – how can you use video to communicate your message in the most effective way?


Posted in: Video Marketing

Video production company

There are numerous times when businesses should create videos for their marketing efforts. But, it’s not just important to create video. You also need to ensure you are using a professional video production company to make them. While this may not be necessary for those Facebook live moments when you want to do a quick shout out to your customers, there are some times when a video production company is necessary in order for you to ensure the very best outcome. Here are a few instances when you need the expertise, equipment, and advice of a professional company instead of trying to do it alone.

#1: When the End Result Is a Great Looking and Functioning Video

The details matter. Some videos require a much higher level of attention to those details. For example, when you want to ensure the look and sound of your video is excellent, you need a professional. Purchasing that expensive lens or microphone doesn’t make sense for you, but the expertise of a professional production company ensures it’s available to you. If you’ve ever watched a video with poor sound quality, you know the value here.

#2: When You Have a Lot to Say, but Need to Make Your Message Direct

Companies often need to convey a great deal of information in their videos. They know what they want to talk about and the message they need to get out. However, they lack a way of bringing all of the pieces together to truly tell their story in an efficient manner. Viewers do not spend a great deal of time watching long videos. The expertise of a production company can help to pull it all together to create a piece that’s interesting, full of important information, and capable of delivering the right message.

#3: You Need a Video, But Don’t Know What to Create

It is not uncommon for companies to recognize the value of video in their market, but to stumble over what type of content is going to give them the results they need and want. That’s okay. With the help of a production team, you can learn the type of content that’s going to get the reaction you need. You don’t even need an idea to get started.

#4: Because the Editing Really Matters

Editing video is incredibly valuable because it provides an outstanding opportunity for companies to look professional. Without editing your video, you’ll struggle to capture the attention of the watcher or you may even spend far too much time re-shooting when you do not need to do so.

#5: When You Need a Video That Gets Results

Hands down the most important reason to turn to a professional video production company is this. You need a video that encourages people to take action. It needs to last for years to come and deliver a powerful message that gets people to buy, signup, or otherwise interact with your company.

Why are you using video? If you are, or you know you need to, don’t go it alone. Hire a professional video production company to ensure your video is a success.


Posted in: Video Production Company

expainer video

Explainer videos are one of the most valuable of all types of videos for many businesses today. They tell a story. They provide insight. And, they often help your business to connect with your audience in a very impactful manner. But, explainer videos can be done very poorly and that often leads to limited – if any – response from your audience.

One key reason some explainer videos fail is because they lack in three specific areas. Let’s face it – most people are interested in watching a video to see how something works rather than reading a manual to do the same. And, B2B’s tend to find that this type of marketing can offer a far better ROI than promotional videos.

What Your Videos Need to Have

You know the value of explainer videos. Now, you need to know how to perfect them. Here are three elements that you need to incorporate into these videos to achieve the goals you have.

Your Story Needs Characters

Any story – which an explainer video needs to tell – should have characters. In this case, it’s common for an explainer video to feature a buyer persona. This is the person that represents your buyer. You want the person in your video to be the one that your customers connect with and see as themselves. Establish who your ideal buyer is. And, then, incorporate this character into your video.

There Needs to Be a Conflict

Next, consider the conflict. What’s the problem? Your product, of course, is the solution. However, the first step is to ensure that your buyer sees a conflict that they can relate to. Without a conflict, there’s simply no way for you to tell a story. And, you need to be sure that your conflict is something that truly does impact your audience. What is their pain point? Why did you make the product you are selling in the first place? Often, it is necessary to create an emotional connection between your character and your audience using conflict.

Resolutions and Solutions

Now they see themselves on the screen. They see the problem that has impacted them for a long time. And, you step in to offer the solution they need. In explainer videos, this is the area where you show the viewer how your product or service matters. It’s the purpose of your story. Explainer videos that offer this solution component are those that get a response from the buyer. “Hey, that’s my problem and that’s the best solution for me.”

When creating an effective explainer video, you really do need to create a story like this that communicates clearly what your product is and how it works. However, you also have to develop that story a bit more fully so that you can create an emotional connection with the viewer. Not only are they more likely to buy a product like this, but they are also more likely to share this information with other people. If your explainer videos are lacking in this area, it will impact your success.


Posted in: Video Production Tips

Actor

Are you ready for your starring role in your company’s video? While actors make it seem easy enough, it can actually be a bit more challenging than you think to get the right look and feel. And, since you are going to play a role in just how successful this video is, you really do want to polish up on a few things to ensure you really are giving your best performance.

Anyone that is going to be creating a video for their company or other effort and starring in it, needs to take a few steps to ensure the look and feel of the video matches the company’s specific need. So, how do you do that.

What Are You Wearing?

What you wear on a shoot depends on a few things. First, you want to give the right image. If this is a formal video that will be displayed on your company’s website where professionalism is expected, you need that suit and tie. On the other hand, your clothing really should relate to feeling you want to convey. For example, a t-shirt is a fantastic way to create an image of “everyday life.” Are you wearing comfortable clothes that helps others relax?

Next, How About Makeup?

Let’s be frank here. Most people today relate better to those who have makeup that’s less obvious. Unless you want to look like you are wearing makeup, it’s better to keep things a bit more simple. Putting on makeup just for a video really can create a layer of unfamiliarity if you don’t always wear it. You want to be relatable, after all.

Lighting and Camera Location – It Matters

Consider the positioning of the camera and the amount and type of lighting for your photo shoot when setting up the stage. Here are some simple rules:

  • Are you working with someone that’s tall? Keep the lens just above their eyeline.
  • Using a webcam? Raise the laptop up off the table and position the camera lower to create a better look.
  • Get rid of any harsh shadows from the lighting.
  • When you want all of the focus on the subject of the video, keep the light on the subject nd allow the rest of the space to fade away.
  • What’s in the background matters, too. The wrong or too-busy background takes away from the subject. Let it set the stage of the content instead.

Your Performance Matters

It all comes down to your performance. Are you smiling, with bright eyes and a friendly disposition? Or, you are tucking your shoulders inward and looking down? This conveys a great deal to the viewer. In most cases, you want to ensure that you are creating a welcoming, positive experience. This may be a good time to talk about body language and to determine how you can stand and look to create a trusting, welcoming look.

Take a deep breath. It may seem like a cliché thing to say, but there’s one thing that always makes a difference – just be yourself.


Posted in: Choosing Actors, Video Production

Video agency

Hiring a video agency could be one of the best decisions you may for your business or personal needs. Let’s face it – video is incredibly important today. It has become the marketing tool for most companies and, without a doubt, it continues to play a role in brand awareness as well as sales material. Yet, many companies make the mistake of trying to producer their own product. While this may be more possible than ever, it rarely provides the same, outstanding quality that is always provided by a top-notch video production team.

Why You Need a Video Production Agency

Hiring a video production agency provides an opportunity for companies to achieve their underlying goals. It also helps to avoid some of the most common challenges present in this industry. If you need great content and video quality, this is where you need to focus. What challenges will you avoid when you bring on a team like this?

#1. You get a solid foundation

The first step is to create a foundation. Know what your goal of the project is. Create a plan that is going to get you there. For example, you’ll need to consider your audience, your script, your location, and your overall goal. Your video production agency can help you to achieve these goals so you have a solid foundation from which to start.

#2: You keep your budget in line

It’s easy to get off track when it comes to creating and building a budget and then trying to produce content for your video on your own. If you want to (or have to) stay within a budget for your video shoot, these professionals will ensure it. You can still have a fantastic end product without the over-the-budget concerns.

#3: The tools are already in place

When you try to shoot your own video, you’ll need to invest in equipment and setup. You’ll need to spend time with lighting configurations. You’ll need to learn how to script a script and edit it. It’s a lot of work not only to complete, but also to learn how it is done. When you hire a professional, on the other hand, they have these skills in place already.

#4: You don’t have to create the story yourself

Sometimes, the hardest part of the video production is the storytelling. You need to develop a story through your video that hits home with your audience. Being so close to the project, this can prove to be very difficult. However, a video production agency can streamline the process for you and ensure your success.

#5: You can achieve a strong ROI

When you hire your video production company, you get a better bottom line and return. They keep the costs in line. They create a story that’s going to get attention. You see better profits. The fact is, you end up with a better ROI if you let the pros do the work.

These factors play an important role in your success. Do you really want to overcome these challenges on your own?


Posted in: Working with a Video Production Company

Hearing

Captions may seem like an optional component to video content, but they can actually be an important part of your online marketing strategy. You may know that 80 percent of internet traffic online is expected to be video by 2019. That’s why you are investing in it. But, without captions, you may be leaving a lot on the table – and a lot of viewers out of luck – from really capturing the content and message you are trying to present.

Why Does Video Captioning Really Matter to You?

Captioning is not new. It’s been used for many years for television. However, it hasn’t been used regularly on all websites or with all video production. It’s likely that this small investment and change to your marketing campaign, though, can make a significant difference in your outcome. There are a few key ways why captioning matters today.

  • It improves accessibility. Captioning’s ultimate goal is to improve accessibility so that those who are deaf or hard of hearing can still interact with and connect with the video. And, with a global industry, captioning also allows those who don’t speak your native language to gain access to the content. In short, more people get to experience your content.
  • Social media benefits come from captioning as well. It can help to increase the amount of people viewing your content on most websites. Keep in mind that captioning gives people a way to watch a video without the sound – such as when they don’t want to turn the volume on at work.
  • It also benefits your search engine optimization efforts. With captioning, you get to create a transcript of your video. This easily incorporates your keyword phrases. It can give you a nice bump to your SEO efforts.

In order to make captioning effective, there are a few things to keep in mind. First, keep them subtle instead of over the top in terms of flashy graphics. You also want to choose captions that work well with your video on all formats including on your mobile phones.

Depending on the tools you use to create captions, you can offer your viewers the ability to turn on captions or turn them off. This can also give you more freedom to use your video in variety of ways no matter what your ultimate goal is. On a landing page, this makes sense.

When it comes to using captions on social media, it’s best to offer them in all cases. According to some reports, nearly all people use Facebook without any sound – they don’t want the sound unless they elect to hear something. In this case, captioning becomes very important for them. Without it, you miss the audience you need to embrace because they are scrolling past your video.

Captioning is an important tool you should not avoid when it comes to video creation. With it, you can create an effective video that reaches more people and one that provides you with a far better ROI. It’s easy to incorporate.


Posted in: After Your Video is Created, Video Production

Sound recording

Before You Start Recording Your Next Shoot, Do This First

When it comes to video production, the details matter. While most people are focused on the video and images, it’s important not to overlook the sound either. A video with poor sound is simply unwatchable. If you’ve invested in a video production company or even your own audio system, you still need to avoid a few common mistakes that can leave your entire production day behind.

Pay Attention to the Sounds Around You

There are very few locations with no sound. Even if you are in a building, there’s still sound outside or around you. It’s important to focus in on the sounds you hear before you begin to produce the video. Listen to the wind, the people you can hear, and even the sounds from people’s phones. It’s important to know what sounds are present and, if necessary, plan around those sounds.

Don’t Forget the Unexpected Sounds

Sound hazards are another risk for any video production. These are sounds that can occur at any time that you may not be thinking about. They include everything from the sound of a car horn to a fire alarm. Most commonly, the problems related to sounds stem from things like smartphones or alarms. Some of these you can plan for by simply turning them off and ensuring they remain off. Other sounds are hard to control. In all cases, you should be aware of the sounds that could happen.

Don’t Ignore Those Ruffling Noises Either

If you’ve worked in sound or video production, you’ve been annoyed by this concern. These are noises that happen due to the materials being used on the set. For example, it may be the clothing that those onset are using. It could be the sound of shoes on the floor as you are filming. Again, in some cases, you can control these (and should do so). In others, you may have to plan mic locations around them. Be mindful while filming of these often unnoticed sounds.

Props and Movement Sounds

Finally, there are the sounds made that you may find very hard to manage. The scraping of a plate across a table, the sound of a person walking making too much noise, and the sounds of papers are all sounds commonly heard in the production later. It’s important to take steps to minimize these types of sounds whenever it is possible. For example, use carpeting to muffle the sound of footsteps. Avoid using props that are hard to hear over (that is a very important step in the planning stages). Taking every effort you can to control the noise of these types of movement and prop sounds on the set during filming is critically important.

There are situations when you cannot stop an unwanted sound from occurring. In these cases, you’ll need to plan for alternatives, such as moving your audio recording to a different location or changing the position of the set. Being mindful of sound, though, can help to lead to a successful shoot.


Posted in: Video Production Tips

pexels-photo-51171 (1)

You’ve spent all day working on the production of your next video. You’ve wrapped up and are now doing some editing. You’re confident this will be a breeze because it went so well. Then, you notice the problems.

It’s not uncommon for there to be shots you need to fix after production. Whether it is minor or something significant you likely don’t have to go back and re-shoot unless there is simply too much to fix. Instead, consider a few key ways you can improve those unsuccessful shots to make them work just perfectly.

#1: Improve the Shaking

The most common complaint post-production is the shaking of the video. Even if you have stabilization in place, there are still going to be instances in which you find yourself dealing with a few wobbles or unwanted movements. The good news is you can often improve this. To do so, you’ll want to use a stabilization tool in your editor (and really learn how to use it well). The Warp Stabilization Tool from After Effects and Adobe Premiere is one of the best options. Back down the smoothness setting, which can help to improve the movement. Choose the Perspective or Position, Scale and Rotation settings instead of the Subspace Warp.

#2: Fixing the Sound

If you are using Adobe Creative Cloud, you can improve the sound significantly even when you are fighting a lot of background noise. Adobe Audition is another excellent editing tool for this purpose. You’ll get a lot out of it if you put some time into using it. Some situations may warrant a reshoot, though.

#3: Framing Problems

Another common problem that needs repair after production is framing. You’re main go to settings for making improvements to framing include Position, Scale, Rotation, and Perspective tools. The best way to fix these types of problems, you may need to give up some of the quality resolution of your shot. That’s because you’ll need to scale the image no matter what to fix the framing.

#4: Exposure Problems

It is quite common for filming to warrant re-doing the shoot completely as a result of exposure problems, but that’s not always necessary. You can adjust the exposure and improve it through the Exposure, Contrast, Highlights, Whites, Blacks, and Shadows settings on your editing tool. If the shot is underexposed, you’ll need to adjust most of these settings to get improvement. It’s important to work on all of them to get the look right.

When it comes to finalizing your production, take the time to use a quality editing tool. And, learn as much as you can about the various settings available to you on it. You’ll find there are many types of problems that you simply can improve without having to schedule the dreaded re-shoot. This may take a bit of time, but playing with some of these tools can help you to have the best final production possible and give you the ability to sharpen your skills behind the camera.


Posted in: Video Production

Psychology

Videos are a powerful way to connect with your audience, but they’re only effective when that Play button is clicked and the information is actually absorbed. So how do you use this powerful medium to its full potential? By using basic psychology to create a video that will appeal to your site visitors, of course! Keep reading for a few tips on how to use psychology to create memorable videos.

First Things First: Who Is Your Audience?

Before mapping out your video, it’s important that you know your audience. A makeup tutorial designed for preteen girls will look different than a video that shows homeowners how to unclog a drain, and both videos will look different from one educating viewers about history or current events.

Use the tools available to you to examine your target market. What types of videos interest them? Is “short and sweet” the key, or are they willing to spend 15 minutes watching a video about a topic that interests them?

Make Your Video Pop

You probably know that different colours evoke different emotions; for example, green is calming, orange is associated with energy, yellow conveys happiness. When using videos as a medium to connect with your site visitors, your colour choices matter.

In 2008, Wellesley College published a study demonstrating how effective the colour red is in grabbing our attention. When we see red, our brains start tuning in. Depending on the intensity of the shade, our blood circulation increases, our breathing rate picks up, and even our metabolism is affected.

A word of caution: Use red, but use it wisely. Too much red can easily overwhelm your viewer and inhibit relaxation, literally making them physically uncomfortable.

Choosing Your Music

Have you ever heard a song come on the radio and immediately think back to a commercial on which the song was played? Even if you weren’t interested in purchasing the car or smartphone that was advertised, the commercial, and hence the product, stuck in your mind because of the music that was used.

Music provides a great backdrop for your video. Not only is it enjoyable to listen to, but it builds an association to your website, creating a more memorable experience for the viewer. To make a lasting impression on your site visitors, choose a song that fits the mood of your video, and then let the music do the rest.

Evoke an Emotional Response

Your viewers are far more likely to remember your video’s content if it evokes an emotional response. Think back to ad campaigns run by brands like Dove, Nike, or Coca-Cola. Rather than simply advertising their product, they create a whole narrative that resonates with their audience. Advertisements are forgettable, but stories that stir up an emotional response can be remembered for years.

Your website visitors are bombarded with information on a daily basis, but by using a few different strategies to customise an experience that will appeal to their senses, you can ensure that the content of your video makes a lasting impression.


Posted in: Video Production Tips

Audience

Imagine that you’re sitting in front of a group of three-year-olds, explaining who Abraham Lincoln was. Now imagine that you’re recounting his life story to a roomful of high school students. While the topic may be the same, your presentation to your young audience will be vastly different from the one given to the older listeners.

Knowing your audience is key to creating content that will resonate. While it’s easy to tailor and refine your message in face-to-face communication, it can be a challenge to customise it for an audience that is largely invisible. Keep reading for a crash course on how to get to know your audience.

Identifying Your Audience

Just as you customize face-to-face communication to reflect the needs and interests of your audience, your video content should be designed to best reach your virtual audience. Clearly, that’s going to be really tough if you don’t even know who they are.

Market research used to be done almost exclusively by large organisations, but today, businesses of all sizes are using market research data to better target and understand their customer base. Fortunately, technology is up to speed with the times, making it easier than ever to conduct formal or informal research.

If your brand is on social media (and it definitely should be), look at your followers. If you’re a new company or you simply need more insight, browse through your competitors’ followers. What age groups do you see? Take a look at their profiles. How do they spend their free time? A young adult with disposable income and a passport has different needs from someone juggling the responsibilities of their career and home life.

Ultimately, your goal is to get as many details as possible about the people that you’re reaching.

Creating Personas

Communicating with nameless, faceless followers is tricky, so why not give them a name and a face?

Once you have an idea of who your audience is, it’s time to build customer personas. Customer personas are detailed descriptions of each of your ideal customers, describing things like income bracket, life phase, behaviours, interests, marital status, habits, and any other defining feature you can think of. Give each persona a name, and think of it as an actual person rather than an abstract idea.

When creating a video, refer back to your customer personas to ensure that your message, tone, and content are all relevant to them.

Putting Yourself in Their Shoes

To further connect with your audience, step into their world. Take a look at how they communicate with each other in public forums; are they formal or casual? Do they use jargon?

People naturally trust others who they feel are most like them, so if possible, emulate their tone and vernacular in your video marketing campaigns. Just remember, you don’t want to be the “cool dad” at the birthday party who uses terms and references that he really doesn’t understand. If you can’t mirror their communication patterns naturally, then just don’t.

When it comes to building meaningful connections with your audience, there are no shortcuts for taking the time to understand who they are and what motivates them.


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