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How do you reach your audience? Through print mail, email marketing tactics or strictly on your website? Are you seeing the results you want? Whether you’re reaching goals already or need a little help, branded video content can boost engagement, brand awareness and sales.

“But video isn’t right for my business!” you might say. That’s where we’ll have to disagree. There are a lot of misconceptions about branded video out there. Take a look at the top five video myths as we debunk them.

Myth #1: You Can’t Afford Video

Believe it or not, video is sometimes more affordable than written content (and performs better, to boot). You can snap a video from most smartphones and tablets only to upload it to social networks from the same device seconds later. Even if you shoot a video using a professional production company, the costs are far less than that TV ad spot you’re probably already funding.

Myth #2: There Is No Way to Track Success

Simply untrue. Virtually any platform you use to distribute video has built-in analytics that can give you insight into engagement metrics that can then be tracked to conversions. According to the pros, engagement is the most popular way to monitor content performance. Even if you don’t want to dive into analytics, recording likes, shares and views provides insight into how well your video is doing online.

Myth #3: You Need Professional Actors

Customers can smell phony from a mile away and using professional actors exclusively may even harm your brand’s credibility or trustworthiness. Your audience wants real. They want you, your employees, your existing customers and even your vendors (if applicable) to weigh in on your brand’s value.

Plus, they want humor. Take Dollar Shave Club’s hilarious video as a great example of melding real life with real people. The result: 26 million views and a brand that has become a household name.

Myth #4: Video Isn’t Right for Your Industry

Hogwash! There is no wrong industry for video. Whether you sell a service, a digital product or a physical product, video is the most engaging way to showcase why people should pay attention to your brand. If you’re stumped for ideas, show customers a behind-the-scenes view of your product’s production or record your team’s participation in a local volunteer event. Video is about reaching people on an emotional level, even if you sell antique buttons or oversized clown shoes.

Myth #5: There Is No Time to Create Video

We get it; you’re busy. And that’s a good thing! Your team should be focused on attracting leads, closing sales and retaining your customer base. We’ll just add that investing some time in video production and distribution can help you realize returns that months of staff time, brainstorming, marketing materials and outreach cannot match.

Video Grabs Attention

And, your business will benefit. Hubspot found that video outperformed everything from social media content to interactive articles. So, shoot a video, distribute it and see how it goes. Don’t let myths hold you back. Your ROI will thank you.


Posted in: Online Videos, Video Marketing, Video Production, Video Production Company, Working with a Video Production Company

You may not be directing the next box office hit, but directing videos for your business is just as important. Video is directly tied to your brand’s success and can positively impact customer engagement, revenue and your brand’s identity if it is directed well. So, how do you direct actors? Put simply, directing actors takes strong leadership skills and a solid understanding of the video’s tone.

But let’s break it down a bit more. Take in these five tips for directing actors before you shoot your next take (see what we did there?).

1. Be the Expert

Part of directing a video means you’re the go-to expert on all things. From pre-production plans to coordinating technical aspects of the film and interviewing subject matter experts, it’s up to you to make the idea behind a video come to life on-screen. Do your homework before casting actors and really dive into your subject. Think about what questions or concerns actors might have once on-set and have a response ready for them.

2. Establish a Chain of Command

If there is one thing a great director is not, it’s a lone wolf. Not only do you need to have a team of people working with you to create a film, but you also need to be comfortable delegating responsibility and establishing a chain of command. When it comes to directing the actors themselves, that task is yours alone. Make sure you don’t confuse your talent by allowing members of your crew to interfere with your direction.

3. Keep Your Calm

Like a commanding officer on the battlefield, you’re the person each member of the team looks to for guidance. If you’re frustrated, tired or otherwise preoccupied with other things, your actors will notice. Following the previous tips will help keep you clear-headed and capable of leading actors to create a great video.

4. Empower Actors to Perform Well

Actors do best when they have what they need to carry out a role. Assist them by giving actors the tools they need to perform well. If your video involves scripts, let your actors become familiar with the script and ask questions well before you’re on set. Each actor is unique, so get with them one-on-one to learn what they need from you.

5. Pay Attention to Your Actors

Strong attention to detail doesn’t simply mean you need to understand all the components of making a video. It also means you need to read body language and emotions to ensure your actors feel supported and up to the task of carrying out a role. When asked about his method for working with known vs. unknown actors, Scarface’s Brian De Palma remarked, “When they see that you’re very concerned about protecting their performances, watching what they’re doing, and giving them the right suggestions at the right time, they become very easy to direct and look for all the help they can get.”

The Best Directors Direct Themselves First

Being a great director clearly requires that you understand all aspects of filmmaking, but it also requires the ability to control your own emotions and stay on task. The next time you’re planning a shoot, think about your previous video production and evaluate what went right and wrong. Aim improve yourself as a director with each new video.


Posted in: Making Decisions, Video Production, Video Production Company, Video Production Process, Video Production Tips