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When you’re on social media or browsing YouTube, what catches your eye about a video? Is it the thumbnail, design elements or the fact that the title seems to be speaking directly to you? Most likely, it’s a little bit of all three.

You see, successful business videos share three key elements: audience, aesthetics and appeal. Do your videos have what it takes to be successful? Let’s find out.

Target the Right Audience

There is truth in the saying “You can’t please everyone all the time” because, in fact, you’re not supposed to. This is particularly important for businesses trying to reach customers with video. Before hitting the power button on your camera, you need to think deeply about who you’re making the video for and what would want out of it.

What pain points can you address? Which emotions are the most powerful? In what ways will your video be useful and memorable?

Stay True to Your Brand

While it’s important to think a little outside of the box when planning brand videos, it’s equally important to help viewers instantly attribute a video to your company. Visual elements, such as logos or script, within a video should be carefully chosen and consistent with your company’s branding that would otherwise be found on a business card, emblem or product. For example, Coca-Cola keeps the content in this video on-brand by tying the product colors into the animation.

Give Your Title and Thumbnail Some Pizzazz

If you’ve ever gone to an open house, you know it’s easy to be reeled in with pristine landscaping, the smell of cookies baking in the oven and furniture that looks like it was just delivered that day. Much like the appeal of a staged home, video titles and thumbnails work for your brand to grab attention and entice casual viewers to click.

Choose titles that are funny (but appropriate), clear about your message and on-brand. With the magic of video editing and design, add elements to your thumbnail that help it stand out from the pack and capture attention.

Is Your Brand the Next Big Thing?

Brands that have made their way to the top can often credit a great video or two to their rise in global recognition. Perfect examples include Canadian Tires’ 2016 ad campaign ‘Wheels’ and Always’ #LikeaGirl campaign. These videos connect with the viewer, evoke emotion and are beautifully produced. Now that the secret’s out, how will you use video to make your brand the next big thing?


Posted in: All Posts, Audience, Interactive Videos, Video Marketing, Video Production, Video Production Company, Video Production Process, Video Production Tips, Working with a Video Production Company

Binge-watching, or the act of watching two, three, or more videos or pieces of content in one sitting, has become commonplace in today’s culture. This isn’t something that used to happen, mostly because it wasn’t possible to do more than watch a series on TV. Yet, binge-watching is common today and it impacts the way you, as a marketer, interact with your audience. The key is to understand why people binge watch. It could influence the way you create videos to interact with them.

It’s an Escape

One of the best reasons to spend the afternoon watching Netflix is because it provides a good escape from the world around us. Many people live high stress lives where each day seems to bring a new challenge. Binge-watching helps us to step outside of that for at least a few minutes. Those who binge watch on a routine basis may be doing it for the stress relief it can offer.

It’s Engrossing

Sure, there’s nothing better than an intense drama, but there’s another way to look at this, too. Binge watching allows us to dive deeper into a topic than the short social media videos we see throughout the day. As a result, it allows us to learn, grow, and become a bit more interested in a subject. Instead of those 2-minute videos that create a short break, people use longer views, or more of them strung together, to get true insight.

A Bit of Addiction?

It’s true that it can become unhealthy to binge watch your life away, but that’s not something that is likely to happen with a few controls in place. What it can offer is a solution for a craving we have for intense information and even a bit of laughter from a good video.

How to Make It Happen

If you are a marketer trying to create a binge-watching level of entertainment for your viewers, there are several things you can do. For example, start with a cliffhanger. It is the easiest way to get your viewer to move from one video to the next. It is also important to provide quality content in an interesting and interactive manner. You want your audience to connect.

Is binge-watching something you do? Chances are good you’ve done so before. Now, get your customers to do it, too.


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

An explainer video is just what its name sounds like – a tool to help you explain something to your audience. They are a fantastic way to get people interested in what you have to offer. However, there are various styles available. Choosing the right model is important since you want to be able to reach the right audience in the best manner possible. Consider a few examples to get started.

The Live Action Explainer Video

Perhaps the most common form is this. A person is in the video explaining the information to the viewer. Live action is usually based on a full script. It breaks down a great deal of information and creates a personable approach to explainer videos. When people see real people – those they can identify with – they are able to engage in the topic a bit more. You can choose a live version or just record an individual. Live is most certainly more engaging if you can catch your audience at the right time.

The Stock Footage Explainer Video

You don’t always have to use people or even have to include a film-like experience. In some cases, companies choose to use shots of stock film edited together. This is the most cost-effective option (depending on what you decide to include). It does not offer the same level of engagement and can be seen more like an advertisement if not done well. However, with the use of drones and new media, it is an option for many.

Animation Explainer Videos

Both 3D and 2D explainer videos can be done in animation. While you may instantly think that animation is all about cartoons, it doesn’t have to be child-like at all. In many cases, it can be quite professional. What it does well, is break down complex topics into easier to understand bits. It can also be an excellent way to make your boring content a bit more engaging to your audience as a whole.

What to Consider Before Making a Decision

To choose which of these, or other, forms of explainer videos is right for you, it helps to break down your goals and your audience. In most cases, you’ll want to choose something well within your budget. At the same time, you need to consider what your audience is most likely to connect with. Work with a video production company who can offer more insight to you on how well any model works for your needs.


Posted in: 3D animation, Audience, Getting Ideas, Online Video Ads, Online Videos, Video Marketing, Video Production, Video Production Tips

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

You have a fantastic product. Video is the perfect way to pitch it to the world around you. Video can help you capture your investor’s attention, but to do so, it’s important to focus on a few specific tips.

Tell a Story – Creatively

One of the most important steps in selling your product to the world is showing how valuable it is. Where did it come from? Why does it matter? Using video, in a creative way, showcase the company’s story. It should be structured well to create a clear sequence that makes sense. And, aim to add something that is surprising to it.

Relate to the People Watching It

Another important way to make video work for you like this is by starting your story with people. You need anyone watching your video to instantly connect with those in it. Don’t focus on the product you have to offer, but the people it will impact.

Summarize the Point

Because this is a pitch, you need to ensure those who are watching it are able to instantly react to it For that reason, you may want to provide a quick summary of what is happening and why. In short, tell them what you are about to show them.

Focus on the Value – What Makes This So Unique?

It is also important to ensure your message comes through clear. If you are pitching your product to your customers in a sales message, you need to tell them exactly how it will benefit them. On the flip side, if you are pitching it to investors, you need to be clear about why this is so unique and what value (profit) protection it brings to the table. Make sure your video clearly demonstrates this.

Make It Moving

Working with a video production company may help here. Your goal is to ensure you are always making your video memorable, so they think about it a few hours later. Capture their attention, provide the clear information they need, but then shock them in some way.

Video product pitches make sense because of the quality of information they convey. Yet, it is up to you to ensure you create a video that’s stunning enough to ensure those customers or investors are going to react from it.


Posted in: Getting Ideas, Video Marketing, Video Production, Video Production Tips

One of the most common questions asked about promo videos is about the cost. Many times, businesses don’t fully grasp what goes into the process and other times, they believe the cost of video production is outside of their budget. Yet, putting a price on promo video development isn’t that easy to do. There are many factors that contribute to the cost.

What’s a Starting Point, Then?

How much does it cost to produce a business video? You can budget between $3,000 to $50,000 on a professional quality video for your promo. However, prices can rise significantly higher – even crossing the $200,000 market in some cases. Again, this depends on what you need, the length, the complexity, and the overall design. That’s a pretty impressive range. And, it can vary even more for some types of productions.

What Factors Contribute to the Price of a Promo Video?

What goes into creating a budget for a promotional video, then? Many factors. Here are just a few things to take into consideration.

  • Who is involved and who needs to be paid? If you are bringing in people to act, it costs more than having your company’s management discuss a product.
  • Which professionals need to be on set? This includes a director, crew members, as well as the team to manage lights and sound. You also need to consider the pre-work that goes into this setup.
  • Production process costs? From the development of the script to the completion of the editing, there are many factors that go into the actual production process. You may need graphics created or you may need very few edits.

This is, of course, just a basic outline. A variety of additional costs play a role in the actual production of your video.

What Is Really Going to Define Your Costs?

The most important factors to determine the cost of video production have to do with what you are creating. An animated video is going to cost much differently than a full on short story. The concept, the script, and the location are a good starting point. Then, there is the need to develop a plan based on the type of cameras and design necessary. Do you need props?

How do you know what to expect when it comes to creating a video budget? Work with a video production company to get an idea of what to expect. Discuss your ideas (if you have them) along with your end goal. Then, you and the team can work out a plan to address every facet of the process. You can end up with a high-quality production without overspending on your budget. The key is to learn what you need based on your business, product, or service.


Posted in: Video Marketing

You’re investing in a new video for your brand or company. Your ultimate goal is to ensure you get the most out of this investment as possible. Video can do many things for your company, but what is essential is to get the details right. Numerous factors can help your video stand out from the competition. However, there are three specific things that contribute the most to how well your video does.

#1: Create an Intriguing Story

To make any video truly memorable, allow it to tell a story – a great story. If you lack a story, no amount of other gimmicks or details will capture your attention. Of course, this can be the most difficult component of the process, too. You need a story that’s interesting, unique, and memorable.

#2: Design with Lighting Perfection

Lighting is more than just ensuring the space can be seen. It is also about creating a display capable of capturing the mood, feel, and overall atmosphere of the video. Getting the lighting, as well as the video’s composition right, can make or break it. Working with a professional can help soothe this concern significantly.

#3: Ensure the Sound Reflects the Video’s Goal

The sound within your video is more than spoken words. It is the music, the background, and the movements of each person in the video as well. If you lack sound, or you have too much or too little of it, you lack the type of emotion-grabbing, drama-for-attention design you want and need. Investing in sound is essential, but you also need to get the right type of sound based on the composition, goal, and the overall medium you plan to use the video in.

These are complex components to any type of video creation. This is what makes working with a video production company so important. But, even if you create a video yourself, if you focus on getting these three areas right, you will see your video perform well.


Posted in: Video Production Tips

Think for a moment about the location of your next video production. Whether you are creating a promotional video or a training video, one thing often overlooked is the actual background. What’s happening behind the person speaking? What should be present in this view? Making the right decision here sets the tone for the rest of your video. What should you know about that background?

Take a look at a few options and determine which one works best for your individual needs. Where you set up your photo shoot really does matter.

Block Out the Background: The Plain, Paper Background

A plain, basic background is one of the most common forms. If you are looking to take all of the focus off what’s happening in the background and instead just want that focus on the person speaking, this is the route to take. It’s easy enough to do with a roll of photo paper. And, this solution lets you set up your photo shoot anywhere.

Add Interest Background: An Office Setting

Let’s say you want to communicate your company’s true personality. You want your customers to see where you work. You want them to be a part of your company. An office background works well. It gives a lot more depth and character to the shoot, whether it is an authentic location or not. Proper positioning and lighting are critical here. You’ll need to ensure everyone in the shoot with you should be there and is doing what you need them to do.

Providing Communication Background: The Whiteboard

Sometimes, your videos need to convey a message that is a bit more difficult to understand. You want to draw on a blackboard or be able to write down information as you go. A whiteboard is an excellent solution for this. Set up your photoshoot in this area if you want to communicate information that’s taken seriously, but you also want to ensure that you can engage one-on-one with your audience. Of course, proper lighting is essential to reduce the risk of a glare.

Setting Up Professionally

Before you move forward with choosing the right background for your project, remember the importance of details:

  • Eliminate any risk of glare. And, be sure to use as much natural light as possible.
  • Color matters. The color behind your subject influences the thoughts of the audience.
  • If you plan to choose frequently, mount your backgrounds properly to ensure they are reliable and easy to manage.

If you’re working with a trusted video production company, it goes without saying they’ll help you choose the right background for your next shot. Which method works the best for your needs?


Posted in: Video Production Tips

It’s time to get your company’s next video produced. You’ve spent a lot of time working on some ideas or you just want the production company to step up and do it all for you. You set up a meeting. You discuss your thoughts and needs. Then, the production company starts talking. What did they say? What does all of this mean?

There are a lot of terms and unique phrases you’ll learn during the video production process. You should know them all so you can play a role in making decisions about your product. But, let’s break down some of those that relate not just to video production but also to video marketing. Are you ready to get started?

Are we filming yet?

It’s a common phrase used by non-production companies. First, there’s no film involved anymore. It is all done using digital video. That’s a good thing because it means it’s more accessible and something we can meld into the right product. When it is time to get the process underway, you’ll hear the phrase “shoot” used. That’s the most common term used to start the recording process.

What is a videographer?

Today, you won’t work with a producer but a videographer. This is a person that operates the camera itself. This professional is one part of the larger production team.

All of that equipment

There’s much of it. Here’s a rundown of a few common terms you’ll hear:

  • Sticks – these are the tripods used to hold up the camera.
  • Sound bites – these are specific phrases or terms we pull in to create the film.
  • B-roll – this term describes additional footage that will go along with what we’re filming at that point to create a finished product.
  • Diffusion – a transparent sheet that helps to reduce the brightness of light.
  • Supers – this term describes the text or graphic that appears during a video presentation.
  • Cutaway shot – this is a shot that breaks away from the continuously filming shot and allows for the inserting of something else before going back to the continuous shot.

What does all of this mean to you, the company looking to have a video produced? Not necessarily much. In most cases, you do not have to play a significant role in the video production process, though your ideas are always gathered to ensure the final result is what you need and want it to be. Today, digital video production focuses on creating a stunning product in the most cost effective manner. Working with the right team helps ensure that you always get the features you want, but knowing a few things about the video shoot, like this terminology, is never a bad thing for your company.


Posted in: Video Production Process

Could video help you to train your team more effective and efficiently? You may be surprised by just how incredible your new hires or even cross-trained individuals do when they can use video as a key component of their learning process. Video offers many benefits – lower costs, more opportunity for customized education, and lots of better results than reading a how-to manual. Yet, pulling it together and ensuring that you can teach your would-be employee or another individual in video takes a bit of practice and organization.

Where to Start

If you are just getting started turning your big training manual into a video production, the first step is to take a deep breath. You have a lot to say and plenty of time to do it, but you need a game plan. You’ll want to first consider the options available to you including video with people and video with animations. Both can work depending on your format.

Next, Create a Plan

Once you know what format you plan to use, the next step is to create a video map. This is simply a diagram that shows what information will be included in the training videos as well as how the information will flow from one step to the next. It’s a good idea to make your content, for example, into smaller chunks. An important tip – don’t go for one long video. Instead, create steps in shorter, five-minute-long videos.

Create the Visual Component

Video is highly effective because it is visual. You’ll need to create a comprehensive game plan for how to make this work that relies on a combination of instructional information as well as visuals. You don’t have to describe every detail of the process – let your visuals such as props, layouts, and location, help to provide information.

More Tips for Success

Transforming your training materials into video format takes a lot of consideration. Here are a few things to keep in mind:

  • What is the best ROI for this video? Be specific. You need to know what you need the outcome to be before you create the video.
  • Where will this video be watched? You’ll want to consider formatting and design elements within the video based on where your viewers will watch it.
  • Should you include specific learning objectives in the video (yes!) and how do you wish to do this? Simply stating exactly what the employee should learn in the demonstration or training video is a good first step.
  • Who should be a part of this video? Use someone that is clearly spoken, easy to understand, and personable. Training videos are an extension of your company’s brand.
  • Work with a professional video production company to get it right. Don’t assume your smartphone camera is good enough.

Creating training materials through video makes sense, but doing it well means considering a variety of factors. Take the time to really break down what you need from this video and then create a plan to get you there. It may be easier to achieve with the help of a video production company.


Posted in: Video Production Tips

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