Tips on Hiring the Top Video Production Company
If you are looking for the very best video production services for the money, pay close attention to these five essential tips. In today’s media-saturated consumer marketplace, no one can dispute the awesome power of an effective video marketing campaign. But if you truly want to stand out from your closest competitors (or even if you simply want to ensure that your next video advertisement is a benefit and not a liability), you have to secure the services of an outstanding video production company. So how can you be sure that you are working with one of the top video production companies in the business? Here are five key guidelines that can help you choose the very best video production services for your company and its particular needs. 1. Don’t be fooled by a demo reel. Both the Business 2 Community online platform and Entrepreneur magazine warn against putting too much stock in the demo real of any given production company. In fact, devaluing or disregarding the highly persuasive but often misleading demo real ranks high among many authorities’ leading video production company search tips. Consider the length of the average demo reel. Can a minute or two of video really provide an accurate picture of the overall quality of any company’s total content output? While a demo reel can certainly give you a peek into the ultimate potential of a specific production house, you simply can’t equate a company’s ability to release a compelling demo reel with an ability to meet your specific video marketing needs. It may be fine to eliminate video production houses with poor demo reels, but don’t let a good demo real dazzle you into a bad decision. 2. Evaluate recent projects. As an alternative to the video production demo reel, take a close look at the recent projects of any video production companies under consideration. Although these won’t always be readily available on official company websites (website updates can be time-consuming and expensive), most video production companies post links to their most recent work on their various social media sites. However you access it, the most recent work of any video production company will give you a good idea of the equipment, talent, and level of quality that company will bring to your project. Can’t find any recent projects for a particular company? Perhaps you should choose another! 3. Find a video production company that is right for your audience. Consider the disparate consumer bases of companies such as Louis Vuitton and Quaker Oats. Although there is certainly a demographic overlap between the target audiences of these two companies, their core customers are obviously quite different. Like any other organization, each video production company comes with its own unique set of values, approaches, and stylistic strengths. Part of your job, when searching for a video production company, is to find one that is capable of producing content that will resonate with your existing customer base and your prospective target audience. 4. Prioritize value over cost. On its Trends and Insights blog, American Express warns that “cheap video comes at a premium.” Business 2 Community echoes this sentiment, declaring, “you really do get what you pay for.” Although you want to be sure that you are getting quality services for your dollar, you must realize that professionals who command higher rates are able to do so because they are highly confident in their abilities, their equipment, their processes, and their final product. Just make sure that you get an itemized bill so you can see exactly where your money is going. 5. Consider a marketing agency that offers video production as part of a comprehensive marketing package. The greatest marketing video or advertising spot in the world will fail to make an impact if you don’t know what to do with it after it is in the can. To seamlessly incorporate your video content into a larger marketing campaign and to truly leverage its persuasive appeal, consider contracting with a full-service marketing firm that offers video production as part of a broad spectrum of services. Of course, the overall quality and relevance of a video production company must remain your paramount concern. Don’t accept an amateurish video just to sign a comprehensive deal with a big “one stop shop” agency. For more information If you want to learn more about the characteristics that define a truly outstanding video production company, contact the comprehensive marketing agency Bigeye today. In addition to our considerable expertise in video production, Bigeye’s team of forward-thinking marketing can lead your organization in all aspects of modern-day marketing.
Simple Yet Breathtakingly Beautiful Video Ads is All it Takes
Simplify your work efforts and partner with a video production company to bring your branded ads to the next level of sophistication. At this point, we’ve all heard countless messages about the critical role video plays in a modern marketing strategy. Yet we’re still surrounded by video content that’s flat, un-engaging and uninspiring. Many brands understand the importance of video, but simply lack the expertise, capacity or creative ability to translate this into something tangible. By partnering with a top video production company, however, you can turn even the simplest of video concepts into something truly magnetic. The blooming of a brilliant idea In video marketing and advertising, the best ideas are often the simplest. This was made evident by a stunning video ad recently created by the advertising firm TBWA/Paris on behalf of the French railway firm SNCF. The goal was to create an ad that thanked riders for reducing their carbon footprint by choosing to ride the train. The ensuing idea was elegantly simple: Plants blooming set to a score of fireworks popping. Now, if you were to throw that pitch out at a creative meeting, you’d likely get a positive response — something along the lines of “Oh, that’s nice — very clever.” Flowers blooming resemble fireworks exploding, and both are colorful. Once that seed of an idea blooms onscreen, however, the response becomes very different. The TBWA/Paris ad is breathtakingly beautiful, featuring gorgeous high definition video of exotic flowers in bloom. Yet because TBWA/Paris synchronized each movement of the blooming flowers to the sound of exploding fireworks, the experience goes beyond beauty — the viewer marvels at the interpolation. They are very different, yet somehow the same. That’s the power of truly creative video production in action. Tips for creating memorable video content In order to create video content that connects, it’s important, to begin with, a strong concept. However, there are also a variety of other smart practices you can follow to help ensure that your message is a memorable one. These include: Shorter videos Thanks to the five-second skip, consumers often exercise little patience with videos. Multi-minute videos are generally best left to master directors and storytellers, or high-profile brands that can afford to cast well-known actors. For everyone else, it’s better to aim for maximum impact in the briefest possible time. Data from Facebook and Instagram shows that 15 seconds or less is ideal for businesses creating a mobile video. Keep it simple If you’re going to create shorter videos, you need to work from simple concepts. Cut out the filler and focus on the core message. Emphasize the beginning Great videos seize the viewer’s attention immediately. Today’s consumers won’t sit still for too long of a buildup or exposition — you need to grab their focus in the first few seconds and refuse to let go. Make it emotionally resonant Nothing builds connections and increases engagement like an emotional investment. It doesn’t have to be sappy or cloying, either; the TBWA/Paris flower ad creates a connection by emphasizing the wonder and beauty of nature. Tailor it to your audience A great video is one that is tailored to your specific audience but can still be universally appreciated. The TBWA/Paris ad shows us how a simple yet clever idea can be elevated dramatically through video. Not every business, of course, has the skill, capacity or resources to develop this kind of video. That doesn’t mean that a great video is out of reach — a talented video production company can help make this a reality. Choosing the Right Video Production Company Our requisite creative skills, technical abilities, and industry experiences allow us to create deeply memorable, creatively inspiring video ads that are exponential. If you’d like to learn more about how we help businesses connect with customers through video, please reach out today.
6 Tips for Creating an Eye-Catching Video Marketing Strategy
As the majority purchasing consumer audience continues to skew younger, their preferences become ever more important — and that means video is ascendant. According to Wired magazine, YouTube now reaches more Millennials than any cable network. Even more importantly, video is influencing purchasing, making a video marketing strategy that much more valuable. A study from Animoto shows that 80% of Millennials use video when making a buying decision, while 76% follow brands on YouTube. And if you think those numbers are impressive, just wait a few years until the even more video-focused Generation Z achieves the same level of buying power as Millennials. So how can businesses capitalize on this shift? It’s simple: Create and distribute the kind of video content that catches attention and converts potential customers. Tips for creating a stellar video marketing strategy Given that a staggering one-third of all time spent online is devoted to watching videos, businesses can no longer afford to ignore the impact of video marketing if they wish to remain competitive. And the traditional reasons many companies have given for avoiding video (cost and time) no longer apply, thanks to the emergence of new technologies. Preparation and planning, however, are key. So to help you craft a truly effective video marketing strategy, consider the following tips: 1. Define your goals and establish key performance indicators Before getting started with content, you need to have an overarching objective: What do you hope to accomplish through video marketing? You’ll also need to measure the efficacy of your strategy, so you’ll need to establish performance indicators and then track your progress. 2. Create an attention-grabbing title Have you seen YouTube titles lately? You’ll notice they share many of the same characteristics: Capital letters, lots of human faces making animated expressions and intriguing descriptions. All of these things are proven to increase engagement. 3. Focus on the first ten seconds The first few seconds of your video are the most important; they need to jump out at viewers and seize their attention. If a video is too slow to build momentum, viewers will drop away. 4. Don’t be overly focused on what you’re selling Younger viewers love videos, but they don’t love the hard sell. Let interest in the product build organically by taking a subtle approach. 5. Ensure that it’s optimized for mobile and search Even the best video will be ignored if it doesn’t play properly on a smaller screen or if it’s inaccessible to your audience. 6. Go behind the scenes This is one of the more popular video trends of late — and for good reasons. Viewers love behind the scenes videos, and they offer an easy way to create compelling content. The takeaway It’s hard to understate the importance of video marketing, as the statistics illustrate just how pervasive the form has become. As a top Florida advertising agency, we’re experts at creating the kind of eye-catching video marketing content that wows viewers — and converts them into customers. Contact BIGEYE today to implement a video marketing strategy that converts.
3 Crucial video marketing strategy tips you probably didn’t know
Video is one of the most ubiquitous marketing tools available. YouTube users watch over 500 million hours of video and over half a billion people watch videos on Facebook each day. This broad reach makes your video marketing strategy critically important when driving top-of-funnel awareness and keeping loyal customers connected to your brand. We know that video marketing can be a daunting prospect, so our video team has compiled three foundational principles that will help guide your strategy. Use your video marketing strategy to tell a story Last year, the most watched video ads were from Samsung India’s customer service team and app-based gaming company Clash Roayle, with 150.5M and 110.7M views respectively. Neither ad spends time discussing price or features. They simply tell compelling stories. While this isn’t to say that educating your customers or taking them behind the scenes isn’t valuable, these statistics support growing evidence that consumers don’t respond as well to “hard sales pitches” as they do to emotionally engaging content. Infuse your video marketing strategy with strong story narratives to set yourself apart in saturated or mature markets where your competitors have similar feature sets and pricing margins. By sharing unique customer stories or communicating something meaningful about your brand values, you can appeal to customers in a way that transcends ever-changing price and feature wars. Know which channel your video is intended for There is no one-size-fits-all channel strategy. Facebook ads are known for their viral, often educational or humorous content, while Instagram ads are usually silent, dreamy appeals. YouTube is the single biggest video-based search platform in the world, while a brand’s Snapchat account can offer a raw, unfiltered look into their values and products. Although a single concept or storyline may be appropriate for all of these channels, the video itself should be edited to fit the tone, average length, and style of the channel where it will appear. If you aren’t an editing expert, don’t worry! Learn more about how our team can help you storyboard and script, manage talent, stitch together and refine your videos to fit perfectly — wherever and whenever your audience needs to find them. Introductions and endings are important Your videos should always be bookended by an attention-grabbing introduction and a concise ending that features a clear call to action (CTA). The average person spends less than 5 seconds deciding whether a video is worth watching, so the first three seconds should provide viewers with an emotional hook or value proposition to keep watching. The meat of your video needs to keep viewers engaged while reinforcing important information about your product or brand, then signal when your viewers should start paying attention to contact details such as your URL or a special offer that will take them to your app or website. The goal of any video is not to keep them there, but encourage viewers to transition to a platform where they can learn more and make purchases. Make sure your CTA is short and sweet so viewers don’t have a difficult time remembering the exact details to make that jump. When leveraged properly, video can be a powerful appeal to new and existing customers that highlights what makes your company unique and special. Reach out to our team today for a free consultation on your current video marketing strategy and learn how we can transform your brand together.
How to incorporate drone video into your social media content
Drones, with their incredible precision and flexibility, can offer truly astonishing bird’s eye views. Reduced costs have also put them within the budgetary range of virtually any business. DJI — the largest manufacturer in the consumer drone market — sells commercial-grade products for less than $500. Less full-featured products can be purchased for significantly less. Incorporating drone video into your offerings We’ve discussed how drone footage attracts the eye and commands attention. So how does one incorporate it into social platforms? After you’ve decided which hardware product is right for you, it all comes down to creative execution. For example, if you’re in the business of selling homes, you might use a drone to take aerial photography of certain neighborhoods. A travel agency might use drone footage to the same effect, highlighting hotspots and amenities. If you’re not in a business that lends itself to drone footage, you can still use a drone to record employees engaging in activities such as hiking, mountain climbing, running a marathon or anything else. Drones have the ability to make even routing activities appear striking, thanks to the unusual angles they provide. If used to good effect, they can make a social feed much more dynamic and engaging. The takeaway As drone technology has become more available, the use of aerial camera footage has become a social media differentiator. As drones continue to evolve, the content they create will become even more compelling. If you aren’t considering incorporating drone footage already, we urge you to do so. For more information on how to utilize drones in your video production, contact our team today!
Use topic framing for guaranteed corporate video success
Video is one of the most popular and important tools for brands in the market today … yet one of the biggest concerns we hear from our clients is that their videos aren’t successful: people aren’t watching or sharing them, or they are closing the video before the main messaging is complete. Usually, this is less of a reflection on the quality of the video, and more of a reflection on the relevance of the contentConsumers expect a highly personalized marketing experience, so one-size-fits-all corporate videos simply won’t cut it anymore. To guide your video strategy, we recommend using “topic framing” to ensure you are creating videos with a clear focus and subsequently sharing them with the right audience. Topic framing starts the creative process by asking what you hope to accomplish or who you’re talking to, rather than with your brand and products. This allows you to make better decisions about how much to spend on video production or what types of content are most appropriate for that situation and audience. We’ve mapped out four of the most common frames to get you started. Greeting Newbies (Also Known As Lead Generation): If your goal is to attract customers who aren’t familiar with your brand, it’s time to pull out all the stops. Lead acquisition videos should clearly communicate the lifestyle and values associated with your products. We recommend splurging on high-quality production and carefully building a story that explains the main benefits of your brand. These types of videos are best supported by cross-channel marketing materials that invite potential customers to watch your video after seeing enticing social, print, or ad content that teases some of your main benefits. Every brand should have at least one lead generation video in various lengths, so if this is your first corporate video — start here. Establishing Thought Leadership and Networking: More mature brands or service-based companies might benefit from content that highlights your thought leadership and established presence within the industry. Recordings of recent lectures or conferences and direct one-on-one interaction with the camera from leaders within your organization signal that your brand is still learning, growing, and innovating. Unlike lead acquisition videos, you can get away with a more low-tech approach because the goal is to simply demonstrate knowledge and transparency. Thought leadership videos are a great way to differentiate your company from the competition or build excitement about an upcoming launch or event. Playing to the Crowd: Fan-Focused: Never underestimate the power of pleasing your best customers and fans. Videos that thank your customers, showcase their experiences with your products, entertain them, or delight them are good ways to build brand loyalty, encourage past customers to refer friends and family, and build goodwill. You can even leverage customer footage by inviting fans to submit videos on social media. Depending on your product or brand image, the type of production value you need to deliver to make these videos a success will differ. Work with an agency to define what success looks like and what you hope to accomplish from a fan video so you don’t invest too much time and energy into something that may not benefit your organization. How-To Videos: Some of the most important videos are how-to videos and product demonstrations that help prospective customers understand what they can do with your products, app, or services. This is especially important if you are a new entrant into the market or have a complicated app or product idea. Education, or lack thereof, is one of the first barriers that potential customers cite when opting out of a purchase, so we highly recommend you use tutorial videos to help them overcome these detrimental knowledge gaps. Make sure these videos are short, entertaining, and informative, or risk losing your audience before you even get started. Click here to explore some of the videos that have been most successful for our clients and learn how we can help you create amazing video content for every situation and every type of customer.
3 reasons you need video editing services in 2017
We’ve already told you why video advertising is mission critical to your business in another blog post. Now, we’re going to tell you why video editing services are so important. 1. Video editing services make content feel authentic: In our last post about this topic, we explained that video ads and content are beginning to replace – or at least supplement – traditional digital advertising techniques such as banner ads and pay per click campaigns. Last year, more companies than ever invested in video production because they realized that video increases engagement. We hope last year’s 2016 resolution was taking tons of Vine videos, starting a YouTube channel, and testing the waters. Because the new year is here and it’s time to get serious. When you partner with a video editing company, they can help you reuse good, pre-existing footage, identify areas of opportunity, and amp up your story telling capabilities by stitching together key messaging and shots. More than 82% of companies that increased their video spend last year said it had a positive impact on their business, according to Single Grain. Engaging videos, however, hinge on having good, authentic content that is polished and professional. We know your Instagram story skills are good – but this year, it’s time to aim for great. 2. Use a video editor to tell your brand story: To make your videos great, it’s important to tell a story. Most people do this intuitively on social media when they create clip reels and short video stories of their life experiences. As consumers, we naturally gravitate toward videos that speak to us on that social, community-minded level. The value of good video editing services lies in their ability to tell a story and create a genuine narrative while inspiring action (not just engagement and consumption). Whether your video is three seconds long or three minutes long, you need to capture your audience’s attention, communicate something important, and end with a call to action … without losing the storyline. This careful balance is one-part science and one-part art. Video producers also have an eye on emerging video trends in terms of tone and treatment so that the videos you share are creatively relevant and meet consumers’ subconscious expectations about what a video should look and feel like. You don’t want to accidentally craft an entire marketing campaign around that outdated, so-2016 filter, do you? 3. Your video editing company will get you on the platforms you need: For video to be effective, it needs to be in front of the right people at the right times. Ideally, your video would also link to your email campaigns, traditional marketing efforts, and other outlets. Using a video editing company can help you determine where this makes sense, where it doesn’t, and how to effectively use video to cross platforms, devices, and marketing mediums. Making these links yourself can be very time consuming and even impossible unless you have professional-grade video editing and posting software. While there are a lot of great free tools in the market, they aren’t created with marketers in mind. With an agency, you get two birds with one stone: video strategy and an amazing finished product. Like we said: if you’re reading this, we know we don’t need to sell you on the value of video. Your business results can speak for themselves. We just want you to realize that there is another level of potential as your video programming grows and are here to help the process along the way. Click here to learn more about how we have used video for other clients, or our unique video services and methodology.
10 tips for theme park advertising from a video production company
We may think SEO, retargeting, and CRM programs are a day in the park (pun intended), there is one tool that rules them all in the realm of fun: video production services. Because you’re selling an emotional experience, few tools can capture the unique customer experience of your product like a video production company. Our experts reveal their favorite way to bring theme park advertising to life through video. 1. A video production company will nail experiential marketing: It’s hard to describe the feeling of g-force making your eyes water as you fly down the first drop of a new rollercoaster. And it’s hard to describe that signature shade of cotton-candy pink that lets you know you’ve found your favorite concession stand. And it’s hard to describe the anticipation associated with the sound of pressurized hydraulic mist before lazy river riders get drenched. Web video production can. Video production is the heart and soul of experiential marketing in the digital age. Enough said. 2. Transform user generated content into marketing collateral: No one can capture the amazing memories of a day at a theme park quite like your visitors. Using a video production company to polish and repurpose user generated content or to capture its essence and transform it into marketing content is the best way to let potential visitors in on all the inside jokes, sweet treats, thrills and spills waiting for them just inside your gate. Video contests, social media campaigns, and YouTube are only the beginning of the video production services you can use to showcase your best visitors and THEIR best moments. We love it when our customers do our work for us and you should too. 3. Unleash your newest rides: One of the things that keeps people coming back to theme parks again and again is new attractions. A good film production company can build anticipation, generate buzz, and cultivate an air of excitement around new features and rides. A video production company makes it easy to show off elements of a new feature without giving the entire experience away, building just the right amount of desire. 4. Tell your story: Web video production is one of the best, quickest, and most effective ways to tell your brand story. When people think of the Disney brand, their parks – and the vision of families interacting on site – are some of the most iconic images in the industry. When you use video to tell a brand story the way Disney does, your customers’ experiences aren’t just about a day in a theme park, they are about an entire narrative or lifestyle that will keep them coming back or sharing their experiences with others. 5. Good video is a four-year investment: One of the most common things our clients tell us is that they are worried about hiring a video production company because it will be too expensive and their assets will need refreshed too often. We are here to debunk that myth. Good b-roll footage of your park, brand assets, and story narrative can last anywhere between three and four years. It’s important to set expectations with your videography company upfront, so they can work both within your budget and time horizon to create the content you need. 6. Shh … it’s okay to use stock footage: A good film production company will help you understand where you can use stock footage and where it’s important to have brand-specific video clips. Blending both can help augment your existing photo and text base, and compliment your campaigns. Don’t worry, it isn’t cheating and almost everyone does it. The trick is doing it the right way. Your agency will help you blend stock and original footage so your results are always original, tasteful, and on message. And most importantly, within copyright guidelines. 7. Video is an SEO goldmine: Like images, video can play a huge role is boosting your SEO ranking. Work with your web video production company to properly tag, target, and post videos to maximize both exposure and SEO. Good video is not only shareable, but highly indexed by search engines. Because video also happens to be some of the most engaging content available, you win in more ways than one. 8. You can’t win in multi-channel marketing without video: Customers are learning about your brand on multiple devices, at multiple times, and sharing their attention with multiple assets. Video is a miraculous medium that can cross these channels and devices seamlessly and encourage prospective visitors to head closer to your point of sale. Work with your video production company to determine how video can drive sales and encourage guests to reach your website through a specific call to action or jump trigger. 9. Side-by-side comparisons: One of the most fun ways to use video to promote your theme park is through side-by-side comparisons. Whether you want to show off your fun factor, appeal to adrenaline junkies, or bring families together, a dramatized comparison of your park to a regular day, or a head-to-head view of your competition should easily do the trick. 10. It’s a lot easier than you think: Last, but not least, using web production services is a lot easier than you think. No matter how new you are to the medium or what your budget is, your agency can work with you to tailor video assets to your exact needs. Click here to explore some of the videos we’ve work on for our clients. We recommend new video users try a hybrid of agency crafted material and hand-held DIY content to get started and grow together. Video is fun and effective. It’s highly engaging. And one of the most consistently growing digital trends of 2017. The best part is that your customers are already digesting videos regularly, so you can easily capture their attention without working too hard. And if there’s one thing we wish for 2017 — it’s that we can help you work smarter, rather than harder.
Why online video advertising is mission critical to your business
There’s a big reason close to 80% of advertising leaders said they plan to invest more in online video advertising this year than they did last year according to Reuters Institute’s annual digital survey. Actually, there are three big reasons if you ask anyone on our team. 1. DIGITAL ADS ARE OUT, VIDEO ADS ARE IN: Okay, digital advertising – like banner ads and pay per click campaigns – isn’t “out,” but it is on the decline. Ad blocking technology is becoming more prevalent and more precise, which means the savviest (and possibly most desirable) customers are opting out of ads. Don’t fear ad blocking: it’s the future. The good news is that over 60% of consumers in a recent Millward Brown study said they would be open to receiving ads if they could control the content or if they were receiving relevant, personal information. That’s why online video advertising is so important. Video advertising helps convey an emotional narrative that appeals to the consumer and – when done well – can feel very personal. And thanks to a wide variety of distribution channels and deep targeting capabilities, video can also be highly relevant. 2. VIDEO GIVES YOU LEVERAGE TO CREATE MEANINGFUL BUSINESS PARTNERSHIPS: Growing brands can often benefit from the “halo effect” of aligning with more established organizations. Local companies can dramatically increase their reach by sharing contacts and social clout with other local companies. Video is a gateway to establish these types of partnerships. Online video advertising is easy to create, impactful, and primed for partner collaboration. Unlike static ads or print campaigns, video– rather than tells – shows how partnerships work or where two lifestyle brands meet. And, when trying to establish partnerships, collaborating on high-impact creative assets is always better with two budgets, two teams, and two sets of resources. Our team can work with you to identify strong partner opportunities and generate engaging narratives these partners will want to take part in. If NBC Universal can create videos with Vox and BuzzFeed, you can get in on the action too. 3. MULTI-PLATFORM DISTRIBUTION IS THE WAY OF THE FUTURE: Targeted, multi-platform distribution is powerful. We mean really powerful. For example, a television ad that has a complementary YouTube clip drives viewers across platforms and closer to your point of sale. Shareable video content increases your social reach and unlocks new audience potential. ThinkWithGoogle estimates the material impact is a 56% increase in reach just between television and online video advertising. When you add on supporting social media campaigns, email, and event marketing that opportunity goes up exponentially. Our team specializes in prioritizing cross-platform initiatives to ensure your spend is allocated to create the most impact. Online video advertising allows you to be at the right places at the right times to support your customer journey. They are more engaging than traditional digital ads so they help you reach more people, and build smarter business connections. Most importantly, videos aren’t going anywhere. All you have to do is look at the growing popularity of Facebook’s live stream feature to realize video is all the rage. As technology development continues to shift to a mobile-first mindset, videos will only increase in importance thanks to their ability to quickly and easily convey critical information and establish real emotions between viewers and your brand. Let’s create some videos together.
The 1 thing that matters in corporate video production
Today’s general media usage pattern favors images and videos over pages of text and long, descriptive paragraphs. It’s true that text-based sites are still critical in conveying news and detailed information, but the average user is more engaged with and spends the most time on visual content. One need only look to the cult-like popularity of the image-based news site Buzzfeed to understand this trend. Images are such a critical part of the average media usage pattern that a typical user scans a website in under three seconds and draws a conclusion about the brand, site, or content simply by the visual elements alone. This is why corporate video production is so important when positioning your brand and engaging your audience. To help guide your video production needs, our full-service Orlando marketing agency is here to help. Click here for examples of our work. When you’re ready, our team will help you craft the perfect marketing videos, assist with the story boarding process, refine messaging, and convey tone through images. As you begin thinking about the types of videos your brand can’t live without, here is our cheat sheet for success. We’ll share the one thing that matters most in corporate video production and two bonus tips that certainly help. MUST DO: Get painfully aligned to your audience’s media usage pattern: If you are an avid reader of our blog, you have probably heard us tell you to get painfully narrow about everything from media spends to big data investments. We like to think of this as our “Golden Rule” of digital marketing, so you shouldn’t be surprised that it’s our top recommendation when thinking about corporate video production. When your content is too broad, you risk never engaging your users enough to break through the hundreds of ads, blogs, and distractions vying for their attention. No product or service is suitable for everyone, and your content shouldn’t be either. When you know your audience very well, you’ll understand their unique media usage pattern, you’ll know the types of material they enjoy most, you’ll know where they spend their time online, and you can tailor your content to their exact needs. By getting painfully aligned with a specific target audience, you may feel like you are alienating customers who don’t fall into that specific subset. Flip your perspective here. Instead of alienating customers, you are simply embracing the quality over quantity mindset to build your business with ultra loyal customers who will engage with and stay with your brand. As this base grows, more subsets will begin learning about and adopting your brand as a secondary audience. In other words, by going narrow, you’ll get broad. If you start broad, you risk never getting noticed at all. This is critically important when producing corporate videos. No branding video should be longer than 30 seconds, and most viewers stop watching after 10 seconds if they haven’t been hooked by your content. You simply can’t afford to try to appeal to everyone. To create highly engaging content, you have to have a clear vision and know what your audience will enjoy. Let our team help you create a unique story that grabs your customers’ attention and wow’s your audience. SHOULD DO: Tell a story that fits seamlessly in their media usage pattern: One of the best ways to capture your audience is to tell a story that fits seamlessly into their media usage pattern. A great example of this is Bergdorf Goodman’s annual holiday catalogue campaign. Each year, to kick off their holiday season, Bergdorf Goodman creates a themed video that introduces their top most outrageous, sumptuous, over-the-top, elaborate gifts. Naturally, they tease these must-have items on social media, and seal the deal with outrageously indulgent email videos and Instagram posts. Our favorite? The 2011 dog-themed shopping spree. Check it out here: https://m.youtube.com/watch?v=5vb8kGLfhpM. The effect creates a magical, luxuriant world that speaks to their most high-valued customers and every single aspirational shopper that ever stumbled upon the brand. Take time to get to know your audience and understand why they are surfing on certain platforms or using certain digital tools. This will help inform the types of stories they will enjoy seeing and how you can relate your product back to these themes. Telling a story also helps create an emotional bond between your target audience and your brand. Regardless of whether you choose to target your corporate video at the top of the sales funnel or at the bottom of the funnel; or whether your content is product-focused or brand value-focused, relating your corporate video back to an emotional hook helps differentiate your brand and break away from the competition. Remember those Bergdorf dogs? They didn’t make BG products any more luxurious than Saks or Neiman Marcus items, but they did help this brand stand out. While it’s always important to balance your story with critical facts and figures about your product, the vast majority of purchases are decided based on emotion rather than fact when all other elements are equal. So go ahead, get emotional. SHOULD DO: Make every frame count: Never create videos simply to create a video. And don’t try to accomplish something in a video that you could do in a powerfully placed image. Every frame of your video should convey something an image cannot. Usually, this is why having a compelling story is so important. Similarly, video can be an invaluable asset when showcasing the unique features or high quality that sets your product apart. Every frame of your corporate video should be power-packed so that your audience understands the value of your product whether they watch 10 seconds or 40 seconds. Your video should also stand alone with or without sound because you can never guarantee your audience will view with the volume on. Because you can’t control variables such as sound or timing, every single frame of your corporate video needs to convey your key message points and product details seamlessly. Because corporate
