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Do captions really matter? In video posted on your website, it can be one of the most valuable steps you take to ensure you are communicating with your entire audience. Videos have become an essential component of your business. You don’t want to miss key opportunities once people get to your website.

What Does Captioning Do for You, Then?

Captioning is the process of breaking down your transcript into chunks, allowing you to add a frame by frame dialogue to them. It all syncs with your video and audio to ensure a seamless way of communicating. Captions are different from a transcript. A transcript is generally added to your page and offers a simple play by play that people can read to learn what’s in the video. Both serve a good purpose and, in most cases, both are ideal.

Captions are an exceptional tool for several reasons. Consider how they can help you with any video you post online.

#1: They help contribute to search engine rankings. These words include your keywords naturally. They also help to show the search engines what your video is about. You may know how important Google thinks the video is. This makes it easy to manage your rankings.

#2: Not everyone has the luxury of sound. For those who are unable to hear, providing a way for them to communicate and share information is simply good measure. You want your website to be accessible to everyone who wants to use it.

#3: You want to capture people who can’t listen right now. It’s easy to watch a video online if there is captioning available even if you cannot listen to it. Whether you are at work or school, or just in a crowded area, everyone has had to rush to hit the mute button on a video before. Without captioning, you miss that audience.

It is also important to recognize that captioning is also working to enhance a person’s response to your video. When they land on your site to see the video, they are more likely to stick around and watch it with captioning in place. And, while they do that, they may start to click around to find other interesting things. That’s exactly what you want them to do, after all.

Video is a key component of your marketing and audience engagement. Just make sure you do it 100 percent of the way. That means including transcriptions and captioning on your page and in your videos. It does not necessarily take long or cost much, but it can be an important step.


Posted in: Making Decisions, Online Videos, Video Marketing, Video Production, Video Production Company, Video Production Process, Video Production Tips

Who is your buyer? With video marketing becoming more prevalent and effective in terms of marketing, companies must pay closer attention to who they are marketing to. The buyer persona is the representation of your ideal or most likely customer. To define who this is, a wide range of data must be considered. The goal is to determine who is most likely to buy your product. When you do, you then can create ads to your business.

When you target ads at your most likely buyer, it is possible to increase sales. Your marketing ROI is better because you are reaching more of the people most likely to buy from you. The question is, how do you define and use that buyer persona to achieve these goals?

Gathering Data Is Essential

The goal first is to determine who is the target market or buyer persona. A wide range of data can help with this, including information about who is buying your product now, why or when they are, and how they do so. You also want to consider more than just demographics. For example, where are they learning about or seeking information about your company? You want to know what type of technology they are using, too.

Once that data is in hand, it is then possible to develop videos that either portray that buyer or work to attract those people to your product. When you do this, you can achieve significant growth within your business.

What You Can See Happen

Video is an excellent way to use your buyer persona for the best possible outcome. The reason is simple – it is visual. When people can see others like this or when they can interact with stories and messages that they respond to, they are more likely to buy from you. The benefits may include the following:

  • More people will click on your ads and videos. Some studies report that click through rates using video like this can increase by as much as 300 percent.
  • Your customers are more likely to take action after watching your video. They identify with the person they see and, as a result, are more willing to buy.
  • They may buy more because they feel more comfortable with you and your product. When your video allows them to relate to them, they end up more willing to spend.

The key here is identifying your buyer persona, developing video to attract them, and then being ready to deliver. You should keep this persona as part of your brand, which means all segments of your marketing campaign should focus on it. When you achieve this, you see your company’s growth occur. You see more sales. And, you develop more followers who know and trust your brand.


Posted in: Getting Ideas, Making Decisions

When it comes to capturing your audience, focus on video. It should be a key component of your content marketing. It makes sense to do so since YouTube is the second largest search engine online. And, it’s highly effective at converting leads into buyers. But, take a closer look at a few key reasons you should be including video as a component of your content marketing efforts right now.

#1: People Are Using Video at Increasing Rates

This is really the bottom line. People like video. Across nearly all types of generations, video has become one of the most important tools for marketers because people are watching videos at an increasing rate. More so, experts believe that 71 percent of Millennials actually prefer video (with 58 percent of Generation X and 54 percent of Baby Boomers doing so).

#2: Video Converts Leads

One of the most important considerations here is what your video can do for your bottom line. Research indicates that video actually converts leads at a higher rate. In other words, video can pull in more people than your other forms of content marketing can.

#3: Video Can Boost Google Rankings, Too

Another key area of focus should be in how video can help you with search engine rankings. Video itself is helping with ranking well in the search engines – search engines rank websites with videos and links pointing to them higher than they do websites that do not. Plus, you can convert your video in a transcript, adding keywords to your website.

#4: People React to Video

Let’s say you create a fantastic video packed with information. You place it on your social media pages. It is more likely that your video will be shared before your other form of content is. And, when building a strong marketing campaign, shares are incredibly valuable. In short, if you want to increase your bandwidth to gain more attention from new followers, video can help make it happen.

#5: Video Brands Your Business

Video gives you a unique opportunity to brand your business. Every time you launch a video, you are providing a view into the way your organization does business, who you are, and what you have to offer. While all content marketing can offer some insight here, branding creates an image in the mind of the consumer, increasing his or her impression of you.

#6: You Can Monitor Your Strategies Effectively

Another nice benefit of video is that it provides a way for you to consistently see how your marketing efforts are working. You can see if people are clicking on it, where they go, where they stop watching, and what they tend to react to. All of this creates a better way for you to create successful campaigns down the road.

When it comes down to it, video marketing is an important tool in helping you to grow your business. Are you using it enough?


Posted in: Getting Ideas, Making Decisions, Video Production, Viral Video

Choosing the best length for your video isn’t always easy to do. You may have a lot to say, or you may be wondering what you will say to fill up open space. But, the good news is you don’t need to create a long video. Attention spans today are significantly less than they used to be, meaning you may find it hard to keep your videos short enough to hold the attention of your viewers.

A Few Guidelines to Consider

When choosing video length, remember less is more. Say what’s important first because your viewers will move on fast. And, you want to do something to capture their attention longer if you need a longer video.

Most business videos are about two minutes in length. That isn’t a lot of time to say what you need to, but on a mobile device, a persons scrolling through their social media page is only going to commit to this amount of time to give you. Short videos rule in this type of scenario.

Have More to Say?

What if you want to give a demonstration or provide a video with significant content to it? That’s something you can do, too. When a topic is of value or is entertaining to your audience, creating a longer video, one up to an hour in length, is necessary. To pull it off, create an introduction video that’s shorter. Individuals who want to stay tuned in will do so.

Long form content like this works well for demos, for example. But, you want to first prep your viewers for it. Use a short video on social media to grab their attention and lead them to the long content.

Explainer videos are also benefited from this type of setup. Webinars and product videos fit this mold, too. But, your goal should always be to get people to the next level – to your website where they can take some action to benefit your company. For this reason, invest wisely here in how you market this content.

Getting your video length right also depends on your audience. If your audience is likely to tune in longer, create longer videos. Sometimes, a bit of trial and error is necessary to get the right form and length for your audience’s needs.


Posted in: After Your Video is Created, Making Decisions, Video Production, Video Production Tips

When it comes to educating and engaging with your audience, no other medium even comes close to being as effective as video marketing. The beauty of video marketing is that it allows you to not only get the content of your message across, but you can tightly control the tone and style of how that content is delivered.

If you’re considering making a video, you may be going back and forth between shooting it live action or creating an animated video. Unfortunately, there’s no one-size-fits-all answer to that dilemma; both styles have their perks and drawbacks. Keep these things in mind as your deciding what type of video you want to create.

When to Use Live Action Videos

Live action videos are a great way to showcase a tangible product or service. If you’re selling, say, a vacuum cleaner, a live action video can demonstrate its benefits in a way that an animated video could not. Watching an animated vacuum cleaner suck up animated particles isn’t nearly as convincing as watching the real thing in action.

On the other hand, live action videos have some limitations. It’s hard to convey abstract ideas, such as cloud-based services, using a live action video. In instances where an intangible product or service is being provided, live action videos may not be effective.

The Benefits of Animated Videos

Animated videos are awesome for conveying abstract or conceptual ideas and services. These types of videos are well-suited for companies that provide web services that may be difficult to sum up by an actor working from a script. They also don’t have the limitations that live action videos do. Do you want to incorporate a cape-clad pig flying over a cityscape? No problem! With animated videos, you’re only limited by your own imagination.

Animated videos are also easy to brand. You can incorporate the same fonts, styles, colors and themes that are on your website into your video, providing consistency across marketing materials.

As your products and services evolve, it’s very easy to edit animated videos to keep them up-to-date, making them a great long-term marketing tool. Editing a live action video is significantly more difficult and likely won’t have the same seamless results.

Summing It Up

Both live action and animated videos have their areas in which they shine. By considering the message that you want to convey (along with a few other factors like budget, time constraints, and resources), you can decide which style is best suited for you.


Posted in: Making Decisions, Video Production

Video marketing is a fun and effective way to engage your target market and spread your brand’s message, all while creating content that is highly memorable and easily shared. However, it’s not enough to simply shoot a video and send it out to cyberspace in hopes to hear an echo back; make a few mistakes, and your video could actually end up detracting from your goals.

Before you hit the record button, consider these three basics for creating a great video.

First Things First: Consider Your Focus

What do you want your audience to focus on in the video? It doesn’t matter how interesting or engaging your content; if the video is out of focus, that’ll likely be your audience’s only takeaway. Consider where you want to draw your viewers’ eyes, whether that’s to the main speakers in the story, to the action happening in the background, or to text on the screen. Proper focus will give your video a polished look and ensure that your audience is paying attention to what you want them to see.

Shining the Light

Like proper focus, proper lighting ensures that your viewers are seeing what you want them to see, but that’s not all; lighting sets the entire mood for the video. To decide on the type of lighting you want for your video, consider your company’s voice and the tone of the video. If your brand’s voice is authentic and reassuring, for example, then warm lighting might create the mood you want; if your brand’s voice is upbeat and sunny, on the other hand, then bright, vibrant lighting may be the better choice.

Feeling a little lost when choosing the right lighting? Check out what type of lighting techniques are being used in videos produced by companies who are in the same industry or have a similar brand voice to your own, or talk to a video expert for guidance.

Making Your Message Heard

The final element to consider is the video’s sound. Your video should have crisp, clear sound that is easy to hear. If the sound is distorted or difficult to hear, then not only does it give your video a decidedly amateur feel, but it may not hold your viewer’s attention. Because there is only so much that can be done post-production, sound quality is an important thing to consider throughout the process.

Video is becoming an increasingly important component in marketing, and doing it well is essential in an effective marketing campaign. By paying attention to these elements, you can create a video that you’re proud of.


Posted in: Making Decisions, Video Production

Video marketing is the must for most businesses that have an online customer base. There are many statistics that point to the benefits of video, but instead of focusing on that, consider the bottom line. Video marketing has the highest level of conversion when it comes to online marketing methods. Knowing this, the next question you need to answer is how to get started. Let’s break down how to build your online video marketing strategy.

#1: Who Is Going to Create Your Campaign?

Some businesses believe they can do this on their own – and you may be able to if you have a background in online marketing. Treat it as much as vital as any other form of advertising you do. Using a team that is skilled in this area can be a much more effective solution.

#2: Let’s Think About Why

Here’s the bottom line. Why do you want to use video? Do you want to engage with your customers, create new leads, build more traffic to your website, or achieve other goals? You need to define this component because it helps to foster the next steps of the process. Why are you making a video?

#3: What Will You Create?

This is the big question many businesses have. What are they going to create that is going to engage the viewer and provide the desired final result? Look at some videos prepared by other companies, perhaps in the same industry. Look at other examples. Use this to get some ideas. Most importantly, be creative. If someone created a video one way, look for another take even if the subject or message is the same.

#4: When and How Often Will You Create Video?

It can be said that video production companies can help you to create a consistent schedule of videos. The key here is to develop a marketing strategy that fits your goals and your industry. You will need to consider creating more than one video (in most cases) that helps to tell your company’s history over time. You want to use video, for example, to build a relationship with your customers and clients. At the same time, having hundreds of hours of video that’s just basic and not engaging isn’t going to help.

#5: Pick Your Location and Mediums

Finally, it is time to consider where you will both create your videos and then where you will use them online. Consider your goals here, again. You can use your business’s location. In some cases, you may want to choose a third party location that’s over the top to be creative. Then, consider where you will use the videos online – your website? Social media?

Working through this process allows you to create a successful, well-designed online video marketing strategy that is going to help you create the relationship and brand your customers need and want. Are you ready to put the pieces together?


Posted in: Making Decisions, Video Production

As a real estate agent, your biggest hurdle is communicating the benefits of a specific home to a specific person or family. No matter how crafty your sales description or your listing details, you cannot get them to really experience the feel of a home through words alone. Video, though, can provide that all important connection your customers and clients need.

What Shots Matter?

When creating shots of a home, imagine what the home buyer is looking for an expecting. The key here is to ensure that the would-be buyer gets a clear view of what living in the home will be like. Walk through the home and give specific focus to the main sellers on the property – details of the architecture, the larger doorways, the spacious kitchen, and the outstanding view. What is going to sell the home?

Setting the Stage

The net step in the process is to create the right atmosphere. Work with your home sellers to tidy up and declutter the space. This is important because the video will pick up on small concerns. Shut the closet doors. Be sure there are no wrinkles on the bedding. Close the toilet seats, and get rid of all of the stuff on the countertops.

Know What You’ll Shoot

It’s important to focus on the interior of the home specifically – this is where people are going to spend their time. And, most videos should provide a solid overview of the whole home. If you plan to avoid some areas, do so with care. It’s important to focus on the right angle for each room, ensuring you are creating a large view of the area. You want the rooms to look spacious.

Moving Through the Video

It’s a good idea to use tripods with slides. Positioning them in front of the doorway to a room and moving the camera forward creates the sense of walking into the room. It creates a fantastic shot. If you are working with a production company to help you with this, plan to create movement shots that are slow and deliberate.

Drone Footage Is a Must

Today, it is just as important to sell the home’s neighborhood and settings. You’ll want to spend some time outdoors capturing the home from a flyover view. This is going to provide you with the best way to set the tone for life for these buyers.

Professional editing is essential. Take the time to choose the right type of video production company for your shoots whenever possible. The equipment and skill will make all of the difference here.


Posted in: Getting Ideas, Making Decisions, Video Production, Video Production Process

Where can you, as a small business, embrace your customers and share your videos with your clients online? Many times, small business owners don’t realize the sheer amount of reach that video can offer to them. Using video to promote your business, your product, or your service isn’t always simple to do, but it is very important for today’s marketer. Video reaches more people, gets shared more often, and provides a better opportunity for you to embrace and engage with your client. But, where should you promote those videos so your audience reaches them?

The Best Channels for Small Businesses to Share Video

Once you understand who your audience is, the next step is to find out where they are online so you can ensure your video content is present in those locations. It sounds simple enough, right? Many small businesses understand the value of video, but they don’t do more than place that video on their website. Here are some other avenues worthy of sharing your video content:

Facebook: Perhaps the easiest option, Facebook works for nearly all audiences including consumers and businesses. You’ll benefit from adding video to Facebook for multiple reasons. Your chances of getting in front of your audience are higher on Facebook than other channels. It’s also one of the most heavily used video content sites – people expect to see videos here.

Instagram: Though some business owners have yet to check out this platform, it is well worth the investment. It’s easy enough to use as well. Creating the videos on Instagram is much like doing so on Facebook (did you know Facebook owns Instagram and their platforms for video content are fairly the same?) The Instagram Story feature makes sharing your story very easy. You don’t want to just embrace single photos on this site. Embrace the story feature to engage better.

Snapchat: Snapchat is another option for video sharing. It doesn’t have the highest amount of views for videos, but it does offer a way for your customers to get to know your brand.

YouTube: For those who plan to create a lot of video and to place it online, such as for educational purposes or to build a following to your videos, YouTube remains the place to be. YouTube is an excellent tool for those looking to build a solid audience. For example, a company that wants to do product demonstrations, reviews, or how-to videos will find this platform is the ideal choice overall.

There are other locations for your videos as well. Twitter isn’t a site to ignore either. For those connecting with the B2B market using LinkedIn can even be a critical step. You’ll also want to embrace using video in your email campaigns, on your blog, and, of course, on your website. The good news is you don’t have to create individual videos for each of these platforms. You can use the same video or snippets of the same video on each site. This can help keep your production needs a bit lower while allowing you to reach your audience.


Posted in: Making Decisions

Have you thought about using stock footage in your next video? For most businesses, the need to access and create brand new, custom video is ideal. Having your own footage makes sense and allows you to create exactly what you need and want. However, factors such as budget limitations, time constraints, and resources make this hard to do. For some companies, this means that accessing stock footage can be an ideal way to still create an engaging, vibrant video for less. Most of the time, stock footage is beneficial to videos, giving you an enhanced, complete look. How can it help you?

#1: It Creates the Movie-Quality Shot

Have you ever watched television and thought you were looking at a movie clip, perhaps one for an upcoming thriller? Then, you realize suddenly it’s really a commercial for a product. As a business, you may wonder, “How can I do that on a limited budget?” Here’s the bottom line. A high-quality, cinematic shot is important to most videos. It is professional, expected, and modern. Stock footage can afford you this high quality without the high costs.

#2: Get the Shot You Otherwise Could Not

Time is a big factor even on the largest budgeted video production sets. You need time to get the perfect shot, but it does not always work that way. More so, there are some instances when you need a time shot – showing the progression of time – that you cannot sit around and wait to happen so you can film it. With the help of stock footage by a professional video company, you can capture those time sensitive shots.

#3: Your Budget Is a Factor

Everyone needs the biggest, grandest type of shot. Of course – this is what your viewer expects of you even if you are a small business. Yet, the process of creating those big budget shots isn’t always within reach. While the pressure is on for your brand to have such impressive shots, you simply may need to turn to stock footage to complete them.

#4: You Need a Conceptual Shot

Here’s another reason why you need to consider stock video – you couldn’t otherwise get the shot you want. Conceptual shots are more complex and often require more innovative thinking and planning. Stock video offers more freedom and the ability to create very different shots and patterns. When you use stock images, you can convey a bigger picture or truth than if you tried to create these shots on your own.

#5: You Need It Yesterday

Shooting custom video takes time. But, sometimes, you should have planned ahead. You may find yourself unable or limited by time when it comes to completing some of the shots for your video. That’s okay. Stock images are available to go at the last minute. This also helps those who are considering more extensive productions but have a limited timeframe to complete them.

You can have the grand scale, impressive looks you want from your video production team. And, in some cases, you can spend more to have a fantastic shot created just for your needs. But in other cases, it is not necessary and may not be worth it in the long term. Stock images and video are very accessible and beneficial in nearly any scenario and should be considered in most cases.


Posted in: Getting Ideas, Making Decisions, Video Production Tips

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