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Most marketers and companies know that it is essential to have video as a core component of your campaigns. It is an important part of building your business’s brand and encouraging visitors to get to know your products and services. Yet, before you can create that video, you need to answer one question in detail. Who is your target audience?

It’s Not as Simple as You Think

It’s important not to assume who your target audience is and, instead, to create a plan for reaching them based on data you’ve gathered. Many companies conduct full market research, investing significantly into determining who their most likely customers are. This is a good step to take, especially for large scale campaigns. However, for your video production, it helps to flesh out a few key questions.

Determine Who You Wish to Reach

How do you determine who your target audience is, then? It’s important to start with understanding who is most likely to buy your product or service. Consider all demographics as well as any other details that are important to your brand. From there, consider the following.

Ensure Your Brand Values Come Through

Your video needs to be able to communicate your brand value. Once you know who your audience is, you can build your brand to meet their needs and goals. Most often, you want to ensure your brand’s identity comes through within your videos as that’s what is going to convince others to buy from you.

Solve Their Problems

With your audience in mind, you can then begin to solve their problems. This is an important step in building the script for your video. What do you want to solve for your viewer? The video needs to address their concerns to keep your audience interested.

Create Content That Fits Their Needs

One of the most important things you can do is to build video that fits your customers specifically. For example, most have a specific goal in coming to your company. Are you reaching them with topics that are valuable to them? Is your content authentic and unique, something they have not heard before? Then, be sure to create videos that relate to your audience, such as being shorter.

When you invest the time into creating content that fits your audience like this, you know your video is going to be valuable to them. If you don’t know your target audience and target them properly, you’re limiting your success.


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

When making videos to promote your business, there are plenty of things you need to do from ensuring proper lighting to creating a strong story. Yet, there are also a few must-avoid situations. You don’t want to make these faux pas to limit the success of your videos. Here’s a look at the biggest mistakes to avoid.

#1: Avoid the green screen

Let’s be honest here. The green screen is necessary in some cases, but if you can find a set instead, that’s the route to take. Green screens are too time-consuming and don’t offer the best results.

#2: Don’t have music fade at the end of the video

It’s great when a backing track stops at the same time as your video, but the mistake to avoid is the fading out of that music at the end of the video. Bring the music and the video to the same stop.

#3: Jump cuts do not always work

Many people use jump cuts, and in many cases, they can be ideal. However, it does not have to be the only option. Instead, put some thought into your shots before you shoot to help you avoid this editing problem.

#4: Too little time

When you are working with a video production company, you need to ensure there is plenty of time available for the entire shoot. That includes a good amount of time for setup, lighting, and prepping your team. Don’t put too little time into this type of background work.

#5: Good enough during the shoot isn’t okay

It’s common to put too much demand on the editing process. You don’t want to have to fix a great deal during the post-shoot. Instead, you want to get it as close to right during your video shooting.

#6: Too much acting

Avoid putting the pressure on your talent to act. You want them to really be able to convey a specific emotion and to create a very real level of feeling. The best way to do this is to use people who really do get the company.

#7: Not picking the right location for the time of day

It’s easy to make this mistake when you have a business schedule, but it will cost you. You want to consider things like lighting well in advance to avoid the complications later.

#8: Not hiring a pro

You can do some of the lighting, setup, and production yourself, but you’ll save time and money by hiring a pro.

Are you making these critical mistakes? Avoiding them allows you to have a better finished product.


Posted in: After Your Video is Created, All Posts, Audience, Choosing Actors, Making Decisions, Video Production Company, Video Production Tips, Working with a Video Production Company

Perdonalized videos

As a business owner, you know your company is unique. It stands out and does something the competition does not. How do your customers know this? Many times, they may know about your products or service, but the lump them together with every other company offering what they think is the same. One way to break away from this is to create personalized video content. This content can be exactly what you need to really give your brand a new look and to get more attention from your would-be customers.

We’re Moving Towards Automation

One of the key reasons we need some type of personalization within our video content is because we are moving so far away from the typical sales model it is necessary. For example, many businesses have spent a great deal on automation of their customer service steps. The customer interacts fewer times than ever before with your sales team or with any employee of your company. While digitizing your business is necessary, you still need a way to create a bond and a relationship with your customer. Personalized video can create that.

 

You Stand Out

Another key reason to invest in personalization of your video content is that it allows your company to stand out among the competition. For example, each video is a unique experience, not just a sales message or a basic video. It has real characters within it that create a fantastic level of interest. And, as a result, your customers engage with you and with your brand. Personalized content can help you to make the impression you need to on your customers.

 

Building Relationships

Brands today have to move away from the focus on the sale. Just getting that single sale is not enough to bring in your customer again. Rather, you need to work on creating an experience for the would-be buyer and even beginning to create a relationship with that buyer before you actually sell to them. This is what brings them in and helps your brand to stand out. Personalized video content can help make that possible.

The key focus here needs to be on creating content that represents your brand and company but that also creates some level of engagement or interest for your customer. You want to connect with your audience on a personal level so they recognize your company. When you create this type of bond using content that’s personalized to them, you may see more brand recognition, more shares on social media, and more sales in the long term. What can you do to make your personalized video content stand out?


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

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

In order to master using a teleprompter, you must first understand and apply the three laws of using a teleprompter. Much like Star Trek’s prime directive or Newton’s law of thermodynamics, there are rules which must be obeyed before you can master the flawless use of a teleprompter. However, unlike Brad Pitt’s character in Fight Club, we can talk about these, so let’s chop it up.

The three laws are as follows:

  1. PRACTICE
  2. PRACTICE MORE
  3. REPEAT 1 & 2 AGAIN

Once you have grounded yourself in the laws of teleprompter mastery, you will be ready to apply some additional tips that will transform you into a teleprompter ninja.

TIP ONE:

Like a major league pitcher and catcher duo, you and your operator must be on the same page as the chemistry (or lack thereof) can make or break the production. Meet with the operator before production to go over any notes or questions. Don’t risk confusing your viewers with an awkward pace of speech or embarrass yourself by reading words that were not edited properly. Establish rapport with the operator ahead of time and review the copy before going live.

TIP TWO:

When possible, write your own copy and rehearse until your next word just comes naturally. If you must read a prepared script, consider making adjustments to humanize the copy and make it sound more natural. A simple change that doesn’t affect the core content is to replace “we are” or “I will” with contractions, like “we’re” or “I’ll.” Small adjustments like this also free up reading space on the teleprompter.

TIP THREE:

Keep your words in the middle and use your peripheral vision to read. Don’t let your eyes dart left and right. This is a dead give away that you’re reading a script. Instead, use your peripheral vision to watch the teleprompter while maintaining eye contact with the camera. If the operator keeps your words in the middle of the screen, it will help you keep your pace. You won’t race ahead or slow down too much.

TIP FOUR:

Smile as often as you can and gesture naturally to emphasize your main points. This helps to build a real connection with your audience. A smile is so much better than an “um”.

TIP FIVE:

Relax, breathe and have some fun. After all, you’re not producing a video to be a robot; you’re doing it because it’s fun, informative and helpful to your viewers. Often, your enthusiasm for a topic will resonate with your viewers more than your words will.

CONCLUSION:

Just remember, reading from a teleprompter does not come naturally – but by using these five tips, you can turn yourself into a natural. What separates the novice from the professional is adherence to the three laws of teleprompter mastery … practice, more practice, and still more practice!


Posted in: All Posts

You have seconds to grab the attention of someone watching your video. What do you say? What do you show?

It is in these first seconds – under about the 10-second mark – that you really have to grab the attention of someone scrolling through social media. You don’t have much time, but with a few tricks, you will be able to create a video intro that really gets their attention.

#1: Waste no time

There is no second at the start of the video to waste. What’s most important here is to use those first few seconds to grab your viewer. Your intro needs to get to the point right away in order for them to stop and start watching.

#2: Use sound, but don’t rely on it

Many people do not have sound on while scrolling through social media. However, you need to ensure it is there once they start to watch your video. The audio should be clear, not overly loud, and in some way interesting. Of course, you also need to ensure it is royalty-free so you don’t violate copyright.

#3: Your video intro works as a teaser

Focus on creating a teaser intro. That is, do not give away everything you are going to talk about or share in that first few seconds. Instead, you’ll want to tease them with what’s coming. That way, they stick around to find out!

#4: Use some special effects but keep it under control

You do not want to make people annoyed in the first seconds of a video. Instead, keep things simple here. This is an important part of getting their attention. You can use more special effects as the video moves on. Be sure your viewer is able to get through those first few seconds with ease.

#5: Keep intros short

Most video intros need to be pretty short and to the point. You do not have a lot of time to spend connecting with your customers and viewers. The intro to any video should be about 20 seconds at most, with the first half of that being the most vital to grabbing their attention.

#6: Create professional quality images

Don’t use something off your cell phone. Spend a few minutes working with a professional video production company or tools to help you create a quality intro. That’s important. What type of impression do you want to give your viewers? Most likely, you want them to respect you as the pro in the industry.

Video intros are perhaps one of the most complex components of the process of using video marketing. However, they can also be a fantastic tool to help you get the attention of those people who will help build your brand.


Posted in: All Posts, Video Production Tips

When almost everything we see and hear is in both French and English, we often forget how complicated it can actually be to create certain types of media in multiple languages. Creating multi-language videos offers a particularly unique set of challenges if you’ve never done it before. However, if you implement the following tips in your video design, integrating multiple languages will be a whole lot easier.

Translate Before Creating the Video

Some phrases simply don’t translate well to other languages. This can create a significant problem if you discover that voice over or subtitled text simply won’t be able to match the action on the screen. The easiest solution to this problem is to perform all translations in advance. If any prove troublesome, you have time to rewrite the script before recording video.

Pad Your Run Time

Video creators will tell you that dead space and silence are usually bad things. While this is true in the general case, these things are actually valuable when creating multi-language videos. Every single language takes a different amount of words and syllables to express a concept.

For both voice over work and subtitles, this means that you want to leave longer than normal pauses between sequences. The extra time allows the more verbose language to fully express the same content as the less verbose language, or allows the viewer more time to read the subtitles. This principle also applies to subtitles in regards to filling screen space. With the language that has shorter words, it is better to leave unused space at the edge of the screen or graphic than to need to use a smaller font for the other language.

The difference in length won’t always be consistent, which means you should be conservative in both script design and graphical design.

Plan for Dubbing As Well

Assuming you are using a professional voice over artist (and we highly recommend you use a professional voice over artist), bridging the gap between different language lengths shouldn’t be inordinately difficult if you save a copy of the original audio files. If given the original audio file, a professional voice over artist can usually match lengths. However, this will be a lot easier if you can bring in the performer before any tape is recorded.

Choose Setting and Costuming Carefully

When creating a multi-language video, you want to avoid having any visible words or logos on the screen. People watching the video generally don’t want to see any other language visible than the language they are watching it in. This is easy to avoid if you are careful to make sure your performers wear clothing without logos and that you pick a location where no signs are visible in the background (or cover any visible signs during recording).

The easiest way to successfully create a multi-language video is to hire the services of a video production company that has experience making these types of videos. However, if you are making the video yourself, the previous tips will help ensure the highest possible quality for your creation.


Posted in: Video Production

Just a few years ago, online shopping was met with skepticism, with people asking questions like, “Is my personal information safe?” and, “Can I trust the quality of the item I’m ordering?” and, “How do I know that I’m actually working with a legitimate company and not some computer-savvy 13-year-old who’s orchestrating credit card scams from his blanket fort?”

Today, however, online shopping is second nature to most consumers. In fact, many people prefer buying even their groceries and everyday household items online over braving the stores on a busy Saturday afternoon. Even so, with some types of purchases, particularly those of items that have heftier price tags, there remains some hesitation. How can your e-commerce business overcome those reservations? By creating a video! Here are three important strategies for using video to highlight your e-commerce company.

Decide What Products or Services Would Benefit from Video the Most

Obviously, creating a high-quality video is going to cost some time and money, so use your resources wisely by deciding which products or services will benefit the most from being featured in a video. Generally speaking, people are most hesitant when making a big purchase online, so focus on your high-dollar, feature-rich offerings.

When creating product videos, make sure that you emphasize the benefits of a product or service, rather than its specific features. In other words, answer the question, “What’s in it for me?” For example, rather than saying that batteries are included, tell your viewer that the product is ready for them to use right out of the box. Instead of mentioning that a program is customizable, emphasize that it is designed to meet your customer’s unique needs.

Let Your Fans Do the Work

Getting ahold of user-generated content is a fantastic strategy for using video to highlight your company. It’s obviously a cost-effective alternative to spending the time and money to create a video yourself, and as an added benefit, it’s basically word-of-mouth advertising, which has been shown to be wildly successful.

Generally, satisfied customers are more than happy to share their experiences with your products or services, even if there isn’t a tangible incentive to do so. Create a hashtag, a contest, or a giveaway for those who share video content pertaining to your brand on social media. Your customers get their 15 minutes of fame, you get free video content, and everyone wins.

Sharing Your Video Wisely

There has been some debate as to the best way to share corporate videos online, so it’s important to do your research, evaluate your goals, and determine the best course of action for your business.

A major perk for sharing your video on YouTube, of course, is the ability to utilize the platform’s TrueViewvideo ad format. This allows you to reach audiences beyond those who visit your channel or social media page. Advertisers have several different options for sharing their content through TrueView ads, allowing them to customize a strategy that will fit their budget.

You don’t have to produce a video for each and every product and service you offer. By creating a strategy and partnering with an experienced video production company, you can reach your target audience and make sure that your e-commerce company shines.


Posted in: Video Marketing

Here’s the bottom line – the lighting you use for your next video will play one of the biggest roles in just how good the final product will be. Lighting problems are not uncommon, but they do need to be resolved if you hope to produce a stellar final product. Here are four common mistakes and how you can avoid them.

#1: Natural light is an option, but not always

Natural light is an important source for video production, but it is not easy to work with. Most projects will benefit, instead, from the use of lights. Properly lighting the scene is essential, but natural light often doesn’t do a good enough job. Keep in mind that investing in lights is an expense that’s nearly always necessary and beneficial.

#2: Those white walls aren’t a good thing

One of the common myths many video makers have is placing subjects against a simple white wall. Let’s be clear – white walls are unflattering to nearly any subject. They offer nothing to your video. Even one that’s freshly painted and sparkling can look dirty and too cheap. Instead, look for the use of backgrounds instead. What about all of those videos you’ve seen with white walls? They can work, but to make them work, you have to put a lot of effort into those walls including lighting them properly to get the right effect.

#3: Too much light on faces is a big problem

Another common mistake made with lighting in videos has to do with how much light you are placing on your subjects, particularly their face. First, start by not using direct light on a person’s face. Doing this makes the individual uncomfortable and he or she will look less put together. Now, that’s not to say you don’t need to light faces. You do, but you need to consider the use of filters or diffusers on that light. You can try to bounce light off ceilings and walls to create a softer feel. It can help to add in light where it is needed, but will not create shadows that otherwise harm your shot.

#4: Those shadows make everyone look strange

Shadows are distracting in any video. Light should always pull in attention to your target or the person in the video who is supposed to be the focal point. However, shadows can easily pull the attention of your viewer in another way. Many people make the mistake of believing they don’t have shadows until they wrap up the photoshoot and begin the editing process. Take the time to really get this right. Make sure you specifically are checking for shadows throughout your shoot.

It’s quite necessary to master the use of light in any video production, but the process is rarely easy to do. With a bit of focus on the right lighting, you can create an impressive video and one that truly puts the spotlight where it is supposed to be – on your subject. These tips give you a fantastic starting point.


Posted in: Video Production Tips

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

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