How a 90 second social video achieved a 12% conversion rate within 10 days of release

When we go through our 7 step video marketing process with our clients and come out the other end with such incredible results it’s hard not to dance around the office in celebration. We only do this when no one is looking, of course.

 

At the beginning of this year we got to do that dance.

 

Our client, Welsh ICE Campus, approached us having been disappointed with the performance of previous videos that had been produced. They had some well made content, but it was delivered to them with no thought or advice on how best to get the most out of it.

 

We took it upon ourselves to restore their faith in video marketing  and produce a campaign for them that took their viewers on a journey while achieving some very specific goals. The result was a highly engaging, shareable social video that speaks to the emotions of the target audience and will continually be generating leads for the campus.

Video Marketing Statistics

So how did we do it?

The journey began with our video strategy workshop. My team got together with the client and we took them through a process that enabled us to get a better understanding of where the business was at the time, where they wanted to get to and what was stopping them from getting there.

What came out of our initial conversations was a need to increase the amount of campus tours that were being booked, enabling the team to then sell the benefits and features of Welsh ICE membership in person. We identified that the priority for video marketing efforts should be top of funnel awareness/consideration content.

Once we had identified the needs, audience and goals, we needed a concept…

Video Production crew and actress reviewing footage
Sony FS700 with Atomos Shogun filming a promotional video scene

“The ICE Campus is categorically not bland, boring and generic. It has such a unique personality and experience, so it was incredibly important that we captured this in the film.”

When it comes to raising awareness and encouraging people to pursue their journey with a business, it’s so important to show and sell the experience and not just the benefits.

With a co-working space it would be so easy to show the space, the desks, the facilities and have a voiceover explain what’s being available. Bland, boring and generic. The ICE Campus is categorically not bland, boring and generic. It has such a unique personality and experience, so it was incredibly important that we captured this in the film. This would be the key to setting the space apart from all the other co-working spaces in the area.

We considered several ideas before deciding on creating a narrative based short which follows a business owner on her journey from working at home – frustrated and isolated, to successfully growing her business and confidence with the help of the ICE Campus. We discussed the successes of past and present members and were able to condense a three year journey into a concise narrative that we knew would resonate with the target audience.

Once we had decided on the concept Steve and our talented script writing partner, Jane Oriel, set about writing a script and story boarding the entire film. At this stage it’s incredibly important to get the tone of voice right – using language that the target audience can relate to. We were aiming to inspire and enable the viewer to imagine themselves going on the same journey as our character, whilst also showcasing all the elements of the ICE Campus that make it unique.

The result was a 90 second story that details all the benefits of membership but in a far more engaging way than just spelling it out.

Actors between takes on a promotional video
Director of Photography adjusting lights
After filming we now had a video that had been produced from the ground up with a goal in mind, which was going to get in front of the right audience on the right platform.

When Jamie first contacted us the brief was simply “we need a new video to promote the campus.” If we hadn’t gone through the detailed consultation and strategy process with him and the team, we could very easily have ended up with a mediocre video that may have looked great, but would not have resonated with the right audience, which in turn would not have got them such a quick and bountiful result.

Director and Producer talking to actress
Sony FS700 on a camera slider
Another important part of the project was looking at the processes within the business – how a potential customer goes through the process of finding out about the business to being a customer. By doing this we could also identify areas further down the funnel to make this an easier journey for both the audience and the team at the ICE Campus. We knew that this main video would function as a Facebook advert (because we had identified this as the best platform for a our video goal) and we were going to push the audience to a landing page where they could book a tour time. Previously the team got sent an email, they would then ring up the person who enquired and ask when they were free, then see if that fit with their schedule, then book the time.

By looking at the business processes we were able to recommend that they have a calendar with set times on the landing page which is linked to the teams calendar. All the potential customer has to do is pick a time that suits them, they get a confirmation email and the ICE team get notified of a new tour booking.

We also added to the landing page a “piece to camera” video of Campus Director, Jamie, introducing a little more detail about the Campus, which we placed with the calendar. This gave a personal connection to the viewer and also answered some commonly asked questions – this has meant that tours have become easier as visitors are far better prepared.

The final stage of production was to record the voiceover, edit the story together and composit all green screen shots together. Once complete we supplied the film in multiple formats. We are still consulting with the team at the ICE Campus to ensure the video continues to be a success. It is important to continuously assess and revise the performance of video content and make changes and tweaks as needed.

The success of this project lies in the foundations being solid. It relies on having a specific goal and a creative idea that connects with the intended audience – without going through this process the results would be wildly different. If you’ve got a project you’re looking to get off the ground and what to know more about how our in depth process can transform your business schedule a free video strategy call today.

This job, if I can call it that, has many rewarding aspects and offers many experiences I am grateful for. We learn about a lot of different industries and meet a huge variety of interesting people, all with different stories and experiences.

 

Another thing that excites me about this job is the opportunity to travel and shoot films abroad. Each time we travel somewhere new we learn about different cultures and experience filming new and challenging environments. Last year we went abroad a couple of times and one of the most enjoyable projects we worked on last year took us all the way to Malaysia.

“In effect there were 2 clients – The Chef of Kricket London and Malaysia Airlines, both of whom had different requirements”

Street food vendor in Penang, Malaysia
Malaysian Curry
Malaysia Airlines hostess
We worked alongside a London based PR agency, BBPR, to film a London based chef on a culinary adventure in Kuala Lumpur and Penang. The idea being that he would sample the flavours of Malaysian cooking and combine what he learnt with his own signature style at a pop-up restaurant in London – the whole event being “The Malaysia AIrlines Taste Tour 2019”.

The first interesting part of this trip was the people involved. In effect there were 2 clients – The Chef of Kricket London and Malaysia Airlines, both of whom had different requirements in terms of content and so it was really interesting taking ideas from two sources and creating something that worked for both sides. Ultimately I was given a lot of freedom to capture what I needed over the 4 days.

“One of the special moments was taking a trip to a local fishing village by boat. Something a normal tourist wouldn’t usually get to experience.”

Our documentary style approach worked really well for this trip as everything had to be captured as it happened – street food markets, cooking demonstrations and boat trips to fishing villages – concentrating on capturing what’s going on in front of you whilst also being aware of everything else that’s happening around you is a key skill in these situations.

 

One of the special moments was taking a trip to a local fishing village by boat. Something a normal tourist wouldn’t usually get to experience. I could have spent a couple of days there filming the fisherman going about their lives on this floating village – It was a really visually interesting place and the local fisherman had great character. The guard dogs were a little…. Feisty though, which as a cat person, was a bit scary. They calmed down quite quickly though!

Kricket London chef Will Bowlby with Malaysian chef in Penang
Kricket owner Rik Campbell enjoying Malaysian hospitality
It was great seeing Will and his business partner Rik immerse themselves into the culture and really get to know the cuisine, what flavours work and why. They indulged in beautifully cooked crab, while I sat back and enjoyed a plate of spring rolls… For a food-based project they couldn’t have chosen someone less adventurous when it comes to food!

The last thing that I wanted to mention that really stood out is the friendliness and hospitality of the Malaysian people. Whether it was hotel chefs, street food vendors or our local guides, everyone was so welcoming and excited to give us a great taste of Malay culture.

It’s quite amazing – no matter what the subject, great experiences will always come back to the people behind them. That’s why  building a comfortable relationship with everyone involved as quickly as possible is a high priority on every project we work on.

 

If you’ve got a project you’re looking to get off the ground either abroad or here in the UK – we’d love to hear from you.

 

Schedule a free video strategy call today.

We are surrounded by video content – it’s on our TV screens, mobile devices, we even consume video content on roadside billboards when we’re stuck in traffic – you simply cannot escape it. Video content is a powerful marketing tool, and in this post I’m going to talk to you about why it is important to use video to help grow your business.

 

Over the past few years the way in which we consume information has changed dramatically. Life has become more fast paced and we generally have less time to sit and read pages of information before making buying decisions. A well thought out video can be entertaining, hold a viewers attention and put across essential information in a way in which pages of text cannot do.

“If you include video content on a sales or product page you increase your chances of making a sale by up to 80%”

Print vs. Video

When it comes to return on investment and audience reach – video beats printed media hands down. In the past, you may have taken an advert out in an industry publication with a national readership of, say 10,000. Maybe you bought advertising space in 4 quarterly publications – so a potential reach of 40,000.

You have no control over who those people are – sure they are interested in the industry your product serves, but are they a decision maker? Do they have the power to buy and implement your product? There’s no way of knowing. Let’s say you did get a qualified lead by chance. As your lead flicks through the publication and sees your advert, they might take notice, they might not. They read through once and then put it away never to be looked at again. There’s a lack of visibility and control here.

Contrast that with a piece of video content. The first point is that some video content should be designed to be evergreen – meaning it can be used over and over again and does not have a finite shelf life. 

The second point is that you have an amazing amount of control over who you target with your video content. Once you have identified your ideal audience, you can do a lot to make sure they see your content.

You even have the ability to  track when someone has watched your content and re-target them with other relevant content further down the line.

It is well documented that you will increase sales if you include video content on a sales or product page. By explaining the benefits and abilities of your product directly next to a “buy now” button, for example, you are increasing your chance of a sale by up to 80%.

“Video content is timeless – it can be used over and over and has no sell by date”

Building Rapport

It is also a fact that video content will help build rapport with your customers and gain their trust. Buyer mentality these days heavily revolves around trust and creating valuable video content that resonates with your ideal customers is a very wise step to take. If your website is filled with videos that answer their questions, relieve their fears, and reinforces the idea that your product is the right one for them,  they are far more likely to remember you over a competitor.

In summary video content is timeless – it can be used over and over and has no sell by date, it is engaging, informative and entertaining for your audience, it is proven to help increase sales and finally, it works incredibly well at helping you gain the trust of your prospects. It is important to note that we are not suggesting exposure in other forms of marketing materials is not worth it – far from it, but we are saying that video is extremely powerful and should not by shyed away from.

Video content is a marketing tool and works most effectively when used hand in hand with other digital marketing techniques – video alone does not guarantee growth, but not using video content may very much mean you end up being left behind by the competition.

 

To learn more about how video can help your business schedule a free video strategy call today.

There are many places within your business where video marketing content will sit well and help achieve results. It is important to use the right kind of video content at the right times. In this post, I want to introduce the idea of the buyer’s journey and talk about how video can play an important part within it. I’ll use a real world example to give you an idea of what using video content through the buyer’s journey may look like. Adventure travel company Evertrek use video to great effect throughout their buyer’s journey.

 

The buyer’s journey is the process a person goes through from finding about your product or service, through to purchasing from you. The buyer’s journey is split into four stages – Awareness, Consideration, Decision and Delight.

Awareness

The very first step is when your potential customer goes from having never heard of you, to knowing your business exists. Marketing content at this point should be entertaining and create an emotional connection which resonates with the buyer. 

For Evertrek it looks like this – a social media video ad that shows the beautiful mountains of the Himalayas –  trekkers just like you – enjoying the experience of a lifetime. Showing a sense of achievement. Use of video here is to capture attention of the viewer as they scroll through their Facebook page – dynamic movement is more likely to get a user to stop than a static image.

This video is accompanied with a call to action that invites the viewer to download a free guide to an Everest Base Camp trek. Or on occasion the call to action will invite viewers to enter a competition for a free trek. Now the potential customer is both aware of the company and we have a way of helping them through the consideration stage.

A key to success here is compelling copy, a valuable offer and an effective call to action. Remember video alone won’t be effective unless all accompanying materials compliment the overall goal.

Consideration 

The buyer knows they have a need for what you offer – they’re gathering information from you and your competitors and finding out about different solutions. Marketing content during the consideration stage will continue to be educational, answer common questions  and you will come across as an authoritative figure in your industry or niche. This is an ideal opportunity for you to collect information from them and turn them into a lead.

The content created here is arguably the most important – if done correctly it can greatly increase SEO and really help keep your brand in the forefront of your prospects mind.

Once an awareness of the company exists, potential customers are nurtured and trust is built. This is done partly with an extensive area on the company’s website which houses useful blog posts, downloadable guides and of course videos that answer questions asked by customers on a regular basis. The video content available helps put the people running the company in front of the customer and positions them as an expert in the industry. 

This content is regularly augmented by live Q&A video sessions and also with a short documentary on the trip, which solidifies the emotional connection, gives an insight into what to expect and helps the viewer see themselves taking the journey themselves.

Delight

Once you’ve made a sale don’t let it end there. The final stage of the process is to delight your customer and avoid the chance of buyers remorse. Walk throughs, personalised video messages and top notch customer service is required here. Content should reassure the customer that they have made the right decision.

The Evertrek team do a great job of dispelling any final doubts and, you guessed it – they do it with video. The team uses a service called Bomb Bomb, which is a plugin for gmail. Any final questions and enquiries people have are personally responded to with a video message. By using video here instead of just a standard email reply, they are able to further gain the trust of their customer. Tone of voice is incredibly powerful, especially when dealing with questions around safety or other concerns. Therefore this approach is priceless for them and feedback incredibly positive.

Decision

The buyer has collected all the information they need to make an informed decision – for you it’s time to convince your lead that your product is the best solution for them. Content at this stage should address any final issues the buyer may have, highlight the key benefits of your product and provide evidence of past results.

It doesn’t stop there. Evertrek have a great after care system which continues the personal video message support, as well as more useful guides and videos designed to prepare their customers for the trip of a life-time.

So there you have it. Understanding the journey your customers take from first awareness to sale and beyond is extremely important if you want to achieve your business goals. Every business is different and the type of video content you make depends on many factors, but one thing is constant, and that is the fact that video will always be a powerful marketing tool at every point in your sales process.

A promotional video is greatly enhanced by audio snippets, or sound bites, of people talking about their company – or their opinion of another company’s services for a video testimonial. It creates another level of engagement and helps the viewer connect on an emotional level too. Being the one giving those soundbites, especially in a formal interview setting, can be a daunting prospect – but it doesn’t have to be! Follow these three simple steps in the run up to and during the interview:

1. Don’t over think your subject

At Insight Video Marketing we’ve conducted a lot of interviews and have found that those who give the best content is those who haven’t over thought what they’re going to say. The reason you have been chosen to talk on a particular aspect of your business is because you are considered an expert on that subject already.

By over preparing I mean writing paragraph after paragraph of text about your subject and trying to remember it. Unless you’re an actor whose used to learning lines, you are likely to fumble over what you are trying to say and get flustered, thus making you fumble even more – and so the cycle continues!

What should you do instead? Prepare some talking points – it is certainly important to be clear on the points you want to make, but you should trust that you know enough about the subject to be able to speak confidently on the subject from just a few bullet points. Talk to your colleagues about the best things to talk about in order to get the most effective content from your interview.

2. Talk to the interviewer before the interview takes place

Depending on the size of your video production team, the person doing the interviewing may well be the one organising the shoot for you.

By discussing the key points of the interview in advance the interviewer will know exactly how to guide you to talking about the right things in an understandable and concise way. A good interviewer will be able to help you give your answers in a conversational manner but ensuring the key points are met.

3. Don’t worry if you make a mistake

It can be nerve-racking being in front of a camera, with those bright lights shining at you and it is easy to get flustered – it even happens to the professionals! It is completely normal to have a few goes at getting it right – if you make a mistake whilst making a point that is totally fine – just stop, take a breath and start again. Your interviewer will make you feel at ease when you are struggling and there are lots of things a good interviewer will say and do to guide you through.

The magic of editing allows us to pick the best bits from the interview allowing us to string together sentences in a way that makes them sound natural and flowing, so having gaps to think about what you want to say and regain your thoughts is completely fine and a normal thing to do!

Being interviewed on camera is a fun and interesting experience. If you prepare yourself properly and allow yourself to enjoy the experience then you will get great results and great content. It is daunting too – some people are natural in front of the camera, some find it more difficult – but with the right instruction and encouragement from your interviewer even the most shy people end up enjoying their time being interviewed and give great contributions!

Pricing in the creative industries can be complicated. With so many variables around duration and specific requirements from project to project it is difficult to give a definite answer to the question 'what will it cost me to have a video made for my business?' without a more in depth discussion. However, it is possible to get a better idea of what things will affect the costs.
As you will see below, every step can be heavily influenced by decisions made in previous steps all the way back to the strategy/planning stage. This means that whether shooting just one video or a series of videos across months or a year, in depth planning is key to maximising use of your budget. Great planning will also impact the overall success of your video marketing efforts and ultimately the return on your investment. It is also important to note that below are just the most common cost affecting things to consider – depending on your project there may be more options that are not listed here.

Pre-Production

Strategy – The most important part of video marketing, this is an unavoidable part of the process.

What is the variable?

The amount of time our video strategist will spend on this part of the process. This can be anywhere from one day for small one-off video projects to five days for larger organisations who want an in depth, 12 month video strategy.

Concept – Development of ideas for a specific video/series of videos.

What is the variable?

Complexity of the project. A simple video concept will require less preparation time with regards to storyboarding, shot-lists and logistics.

Consider these two examples –

A video based solely in the offices of your business which features your employees on camera talking about the company’s values and culture.

A brand insight video that features one employee’s story about how they came to work for your business and how it has enriched their life. It follows them from their home, documents their life-style and shows their daily work routine.

The second idea clearly has a lot more to think about in the way of logistics, story-telling and locations – a more complicated concept takes more planning and will therefore increase costs.

By the way – both of these examples would be well placed at the top of your sales funnel in the awareness stage!

Script development – If you’re creating an explainer video or perhaps a product advert you’ll likely use a voice-over.

What are the variables?

Length of script – longer scripts will take longer to develop and write therefore increasing the price.

Amount of back and forth between script writer and client – once a draft has been written it is usual practise to get it signed off by the client. At this point, the client may request changes. To keep costs down it is important to be as in depth and detailed in the first round of changes as possible to avoid too many subsequent change requests.

Expertise of script writer – As with any service there are different levels of expertise that will all come at different prices. You could hire a script writer with 30 years experience and has worked for worldwide brands, or you could hire a script writer fresh out of college with some great ideas and knowledge, but less real-world experience. Clearly there will be a difference in price here – which one you go for depends on budget, size of project and your brand positioning.

At Insight Video Marketing we can develop and write scripts for different types of video, but sometimes it is necessary to outsource.

Find out how to get the most out of pre-production with this handy guide.

Production

Amount of shoot days – how long it will actually take to capture all the content required to make the video achieve its goals.

What are the variables?

The amount of days needed is very closely related to the concept/complexity of the project discussed in pre-production.

The number of shoot days is affected by amount of locations, contributors and/or actors involved. It is important to take time with camera setups to ensure the best possible quality, so trying to cram too much filming into one day can be detrimental to a video production.

To keep costs down, consider keeping locations to a minimum, or having a limited number of on camera contributors/interviewees.

Amount of crew – Depending on the complexity of the project and amount of content required, you may need more than one person on the shoot at any given time.

What are the variables?

Director/Shooter combo – My personal preference is to have at least a two person crew. This leaves me free to direct a shoot, liaise with the client and keep everything on track. Working as a team also allows a little more creativity – the ability to discuss ideas, shots and lighting gets the creative process flowing a little more.

The type of video – An event at a huge location with hundreds of attendees and speakers on stage will need at least a crew of three in order to capture the content sufficiently. Equally, a very involved shoot for a high-end product or brand will need a producer, director, camera operator and director of photography – at the very least! A small business landing page video has a lot less need for that many crew and could easily be shot by a one person crew.

Other considerations could even be down to the sensitivity of a subject. For example, imagine you’re a mental health charity making a film about someone who has benefited from your services. That person is unlikely to want to be interviewed/filmed in front of a large crew of people – so in order to get the best answers from them, a small one person crew would be essential.

Aerial Filming – The use of drones has become very prevalent over the last few years and it certainly can add a lot of production value to a video.

What are the variables?

Abilities of the drone/operator – consider what you need the drone to do, what sort of performance does it need to have? A simple aerial shot of your facilities/surrounding area can be achieved by a low-end drone, this will keep the costs down. However, if your shoot requires the drone to follow a car at speed, operate in adverse/windy conditions or you need a super high quality camera mounted to the drone, the costs can drastically increase.

For more information about our video production service – head on over to this page

Post Production

Number of days required for editing – Once all the footage has been captured it of course needs to be edited into the final film – this is where the story is really honed and all the hard work beforehand comes together visually for the first time.

What are the variables?

Amount of interviews – An interview with one person can last anywhere between two minutes and an hour (or more!) and it is the job of the editor to go through that interview footage and pick the best and most relevant answers that help tell the story and enforce the key messages for the video.

To keep costs down – only interview key people during production, the fewer the interviews, the less time it will take to piece together the interview footage, which is often the backbone of a video. Also consider having a crew member/staff member taking notes throughout the interviews, so that the editor has a document to reference after the shoot.

Amount of footage shot over-all – The less you shoot, the less time you have to spend selecting footage to put in the final video. If you shoot with 3 cameras you’ll end up with up to 3 times more footage. Remember, it will sometimes be necessary to have more cameras on a production, or indeed more days – but it is worth knowing that the more time you spend shooting the more time it will take to put together in post-production.

Motion Graphics – a great way to add an extra level of dynamics to video content and make it more engaging, but even the most simple animation can quickly become expensive.

What are the variables?

Complexity – A simple intro/outro logo animation with your company name and perhaps a simple lower third comes as standard in all of our videos. Sometimes however, it is necessary to support the key messages with some animation, and the more complex that animation becomes the pricier it gets.

For example, lets say you have a shot of a cyclist pedalling and you want to visualise the amount of energy the cyclist uses with each pedal. You could achieve this by animating graphics that match the motion of the cyclists leg and the number of calories burnt go up over time. This is moderately complex. Now imagine the camera is panning up from the road to the cyclist – not only does your animation need to match the motion of the cyclists leg, but also the movement of the camera. This adds another element of complexity, expertise and, ultimately cost.

Amount of motion graphics throughout a video – Is it just one portion of the video that needs animation, or is it required multiple times throughout the video?

To keep costs down consider how necessary it is to include motion graphics. If it is required then try to keep it as simple as possible without losing production value.

Voice-over – If your video requires a voice-over it is important to cast the artist correctly. It will need to fit with the look and feel of your video, as well as resonate with your target market. A video promoting the benefits of a bank account aimed at 16 years olds probably wouldn’t do too well if the voice-over was recorded by a 70 year old man!

What are the variables?

Experience – As with script-writers, voice-over artists come at a variety of levels of experience. While a more experienced artist could cost more, they will also give better results with minimal direction, so may be a good choice in the long run.

Length of script – the longer the voice-over the higher the cost will be. How much the price increases from artist to artist is always different.

Shop around to find a happy medium between experience, quality and price. Websites like Fiverr are great to get an idea of what you can get for your money.

Additional edits – Once you’re happy that your video is done, it is often possible to use the content in other ways. You could take snippets of the video to create shorter versions, go back to the interview footage and see if there’s any other subject matters that were covered that could make a compelling video.

Distribution – To get the best possible performance out of video content, you need to make sure it gets in front of the right audience, on the right platforms at the right times. Distributing and optimising your video content helps with that.

What are the variables?

Platforms – Some video hosting platforms can cost money, some are free. There are benefits to both – the most popular and best base platform for most cases is YouTube, which is of course free.

Amount of videos to optimise – the more videos that need optimising and monitoring the more time is required to do so.

Distribution strategy – It goes without saying paid advertising costs more than free advertising, some content suits paid advertising, some doesn’t. It is important to bare in mind budgets for promoting your video content after delivery if paid advertising is a route you need to go down.

To keep costs down, discuss whether or not paid advertising is absolutely necessary, are there other options? Also, put some time in to learn the key indicators of a videos success and how you can optimise your video content internally, rather than relying on a company like Insight Video Marketing to do it for you!

Well, that’s it for now – if you made it this far, very well done! I hope this has given you an idea of what can affect the price of a video production. This re-enforces the importance of working with a video marketing company with the right experience to recommend specific packages that fit your budget and will help you achieve your marketing goals. If you decide to work with us at Insight Video Marketing, we will make sure you understand why we’ve suggested the solutions we think are best for you.

Video content is an investment – we strongly recommend coming at any form of marketing content from the perspective of “what content do I need to achieve my business goals and how can we make that happen” rather than a ‘price first’ mentality. Cutting corners and going for the cheapest may be a good short-term solution, but may well come back to bite you further down the line. Investing in quality and experience will give you results to be proud of far into the future.

Everyone is talking about how great video content is for your business – and they’re all right! It is great. However, it can be difficult to know what type of video content will work well for your business. Testimonial, sales letter, product video, explainer video, animation…. aaaahhhhh! So many options. No worries, I’ve put together a little run down of each type of video you might want to consider and where you might find it useful! That’s nice of me, isn’t it?

Event Video

Having a team come and film you at an event like a trade show, or at an event you’ve arranged is a great way to promote your business and more importantly the people within your business.

  • Show your employees intracting with customer outside of an office environment
  • Use the video to promote future events
  • Showcase product demos and interactive elements of your brand engagement
  • Repurpose captured content from the event for different audiences and subject areas

You can take event coverage one step further and create a hybrid video that includes testimonials from current clients,  or thoughts and opinions of a product from those who are experiencing it for the first time.

Testimonials

A professionally filmed video testimonial creates a level of connection between subject and viewer greater than any written testimonial can. An account of a customer’s good experience right from their mouth is extremely valuable!

  • Create an emotional connection by watching and hearing the excitement and sincerity of a real person on camera
  • Much more engaging and likely to be remembered than a traditional text testimonial.
  • Easily capture several customer testimonials in a day with a well planned shoot
  • Can be captured at events or other social occasions
  • Target specific areas of your business for each testimonial
  • Extract small soundbytes for easily shareable content

Who are testimonial videos good for? Everyone!

Brand awareness film

The brand awareness film is one that tells a story about you, your business and its values. It is not a sales video focused on a specific product, but instead creates an emotional connection with the intended audience and, as the name suggests, promotes awareness.

This type of video often takes the form of a ‘micro documentary’ – a short, story led film that the audience can identify with. The aim is to get in front of new people and say “this is our story and our values – if that aligns with your own values we could be a good fit, lets cultivate a relationship”.

Awareness films should have a soft CTA, encouraging users to take an action like “follow us for more content” or “leave a comment” or similar. If you can create a conversation on social media about your video, even better!

Fund raising films

Raising funds is more of a goal than a type of video – A goal which is made more attainable with the strategic use of video content. You may be looking to raise funds for a new business venture, a social enterprise to deliver courses for disadvantaged people, or promoting a great cause.

This could be achieved through an event video, or a micro-documentary similar to a brand awareness film, but with a big emphasis on the goal of raising funds for the given cause.

Explainer

Do you offer services to individuals or other businesses? Do you solve a problem that they might be experiencing? I would imagine the answer is yes to at least one of those questions. If that is the  case, it is very important to explain to your customers what it is you do.

  • Engage your customers by explaining your services via video rather than through paragraphs of text
  • Take complicated concepts and break them down into simple, easy to understand videos
  • Show your expertise, knowledge and confidence by going on camera and telling people what you do!
  • Can be live video, animation or a mixture of the two

 

Can be good for most industries but most effective for IT, accounting or solicitors where viewers may not be so engaged by simply and subjects could be complicated. That connection that video creates is very important here!

These are just a few examples of how you can use video. It is important to understand that rather than selecting a specific “type of video”, you should be looking at your business goals and what your audience wants to see. This will dictate the video content you create. You will find that your business will benefit from multiple styles of video, all performing a specific function at a specific point during your customers journey.

So instead of asking “what type of video should my business create”, instead ask yourself  “how could video content improve my customers’ experience?” – answer that question and you’ll be one step closer to correctly using video within your business.

The day has come to shout ACTION! You’ve prepared everything for the day – thought about your audience, purpose and message of your video – now it’s time to execute the plan! Efficient use of available time is key on the day. Video production is an interesting beast, it can run extremely smoothly if planning is done well, but it can easily fall apart if your production company doesn’t stay on top of the schedule. Make sure that you have communicated regularly with your videography team to ensure there is a logical schedule to the filming day(s) – This should be something that is dealt with by the production company, but be sure that you are kept in the loop as to what the plan is. Once again there are some things you can do yourself to help the day run smoothly and get maximum effect from your video shoot.

Ensure everyone involved is briefed and prepared.

Firstly, make sure those who will appear in the video are informed of where they need to be and when. The film crew will incorporate setup time into the schedule, but once they are ready it is important that anyone being interviewed arrives on time to keep the schedule on track. As well as the people who are directly contributing to the film, it’s important that others are aware that filming is going on. If a film crew turns up at your office and are greeted with blank, confused faces it can cost time and be a little embarrassing! Make sure the relevant people are made aware of the schedule.

Double check that agreed filming locations are available and tidy.

Ahead of the day you should have agreed on the best places for filming to take place with your videographer, make sure they are in a presentable state so that filming can take place with minimal disruption. The crew might decide to move things around a bit for aesthetic reasons, but a tidy room to start with will ensure filming starts on time! Another thing to make sure is that the areas in which filming is going to take place are available at the correct times, this will avoid disrupting the flow of the shoot, allowing your film crew to stick to the schedule. While your videographers should be adaptable when it comes to shooting, the most effective use of time will be to stick to what has been scheduled.

Make the most of the exciting process of producing a promotional video.

Use this as an opportunity to start creating a buzz on social media. Take photos and videos of interview setups, employees with microphones clipped to their shirt, lights etc. – this the sort of thing is great for engaging your current customers on social media and will let them know that an exciting new video is in production – they will know to look out for it in the near future. This will help get maximum value out of your video before it’s even finished!

Time management and sticking to the schedule on the day is an extremely important part of creating an effective promotional video. You should find a film company that is adaptable and able to think on their feet, but also able to create a schedule that makes best use of the time available.

Once shooting has wrapped (that’s fancy film speak for “finished”!) the next stage is for your video to be edited. If you did a good job of creating a buzz during the filming process, getting the final version finished as quickly as possible is going to be important in taking advantage of this! In order for this to happen here are a few things to take into account:

Are there any requirements around music or sound effects that need to be taken into consideration?

When thinking about the message you want to portray, the style of music you want to use is definitely an important consideration. If this has not been discussed it would be a good idea to tell the editor of your video any requirements for the music. Is there a specific style you do want, or even a style you’d like to avoid? It is important to be as specific as possible at this stage as after editing the video it can take some time to re-edit to a new piece of music if the first piece is not suitable. Your production company should be very good at choosing appropriate music and it’s rare that a piece should need to be changed, but it does happen and it can delay the finishing of your video.

Ensure that any logo files and branding guidelines are provided in good time.

For a professionally finished video it is very important to include company logos for the end and possibly beginning of the video. These will need to be provided at a high resolution in order to get the best viewing quality in the final video. In addition to logos any branding guidelines should be outlined – is there a particular font or typeface you would like to be used? It is important that your video content fits with the rest of your brand.

Provide feedback promptly

It is usual practise to provide an opportunity to review the edit and give feedback and requests for changes. If this is the case make sure that your provide this feedback in a timely manner so that the changes can be implemented and the final film can be released as soon as possible. That social media buzz won’t last forever, so by responding quickly to any communication from your video production company you help keep it alive by helping to get the video completed on time.

After you receive delivery of your final video – do something with it!

It’s easy to get excited about your video and share it on your company Facebook, and even your personal page, which is a great thing to do – but think about the purpose of your video and who your target audience is. Simply sharing the video on your social media might not be enough. Think about sponsored adverts on social media, youtube adverts, anything that will help your video get seen by the right people. In order to get maximum return on your video it needs to reach your target audience. This stage is all about video marketing – a huge subject that is worth looking into!

Creating a promotional video is an extremely exciting experience, which if done right can provide an immense return on your investment. Follow the steps in these posts and you will be well on your way to having a high quality video that can be used time and time again! The most important thing to have is great communication between you and the person responsible for creating your video content, without this you will never get the great results your deserve.

Being involved in a video shoot of any nature is an extremely exciting prospect – it can be easy to get carried away in the excitement and not properly prepare for it, resulting in a video that may look great, but doesn’t necessarily achieve the desired results. Choosing a videographer who will guide you through the process is extremely important, but there are some things you can think about on your own that will go a long way to achieving an extremely valuable piece of video content. In part one of a series of three posts we will briefly look at what can be done before the day of your shoot to ensure the best results. When starting to prepare for your promotional video, the best place to start is at the end. Think about the following things:

Who is going to watch your video – Who is your target audience?

Knowing this will inform you and your video production team of the best way to put across the information in your video. If you are aiming your video at 16 – 24 year olds who are interested in sport, for example, it probably wouldn’t be a good approach to have someone behind a desk, suited and booted reeling off facts and figures about the benefits of a new protein shake (actually, the most engaging way to put across facts and figures is through animation!)

If your company is already established you will already have a very good idea about who your audience is going to be, but it is very important to communicate this with your videographer in as much detail as possible as this will heavily influence the approach taken by them.

What do you want to achieve – What is the purpose of the video?

Are you looking to gain more followers on social media, increase sales of a particular product or service, or do you simply want to raise awareness of your business and what it has to offer? Video can be used for a huge variety of reasons. It can be useful for informing people of what your business does which in turn will engage new customers. It can be used to demonstrate how one of your products works – showing potential customers how easily your app can be used could well help them make a decision to buy it. Having current customers reviewing a product or explaining how well your business helps theirs is a great way of letting others know what to expect when working with you.

What message do you want to convey?

Your company has its own personality, which will be present in your branding, in your daily communication with your customers and should certainly be present in your video. As well as the purpose of your video, you should be clear on the message you want to put across. How do you want your viewers to perceive you and your business? Do you want to come across as professional and business like, or do you want to come across as quirky and laid back? This will come out in the language you use, the way you are dressed and even what is going on in the background of your video!

Make sure everyone is on the same page

It would be a good idea to have a meeting with anyone who is contributing to the video to make sure everyone is on the same page. Having thought about the audience, purpose and message of the video, it is important that everyone is aware of these decisions and has this in mind during the process.

The more prepared you are going into your video shoot, the better the result will be. Choose a video production company that will be there during this time to answer any questions and offer their advice and ideas – work closely with your videographer and you will end up with amazing results. Check out part ll of the series, where we talk about what can be done on the day to gain maximum effect from your video!