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2021 is the year of the video!
We’ve had more requests for our video services in these 1st two months of the year than we had during this same period in 2020.
Business owners are realising the brand building power of short branded videos - and we’re so excited to see this digital format shift from being a nice-to-have to a permanent fixture in marketing strategies.
There are a few reasons why video is so effective. Not only is it a brilliant storyteller, but thanks to the moving imagery, graphics and audio, it’s more engaging than a static photograph.
We take a deep dive into why (and how) video is such a necessary digital tool for brands - especially in a time of over-saturated industries, relatively lower barriers to market entry and the proliferation of businesses on social media all vying for a limited share of pocket (and mind).
CLICK TO WATCH Video Shot & Edited for Davis Funerals by Shout & Co.
THE IMPORTANT VIDEO NUMBERS
What would a deep dive be without some stats and numbers to really drive home how important video is (and will increasingly become)?
Audiences surveyed in a recent social media study claimed that they recall 95% of a message when obtained via video - substantially higher than reading a caption or written content!
92% of survey respondents said that they shared videos with others - a valuable network for you to tap into that you wouldn’t normally have access to
Over the last three years, video consumption on mobile devices has consistently grown by an impressive 100% year on year
Nearly 8 in 10 people reported that they watch videos online each week - with just over half of them watching videos on a daily basis
Video ads were the top rated way consumers have discovered a brand that they later purchased from
93% of brands got a new customer because of a video they posted
VIDEO INVESTMENT & LOGISTICS
Video doesn’t have to cost a lot if you’re looking to DIY it - there are a heap of free resources that you can take advantage of:
Reels
IGTV
TikTok
Live
Stories
With many of these resources offering simple and creative editing options.
However, if you’re looking to invest in a brand video that tells your brand story in a more curated way, then a videographer is the way to go with the investment in these types of services starting in the $500+ range (depending on what you’re looking for). The key things to get right with this route are:
Video strategy: What do you need the video to ACHIEVE? What is the key message that it needs to convey? Where will it be placed to reach your audience? This will determine how long it needs to be in order to suit the platform, the audience it needs to attract and the format / style of video required to deliver the message.
Storyboard: Once you understand the shape of your video, it’s important to nut out it’s structure. The storyboarding phase is where each scene is laid out in detail, to determine the movement of the camera, the focal point, the product positioning, the actions of the talent, any captions etc. This step could include a couple of reverts - because the tighter it is, the easier filming will be. We use this storyboard as the guide on the shoot day.
Pre-production: This is an important step in the video process because it takes the storyboard and ensures that every model, prop, location and timelines outlined are accounted for. Here, it’s about selecting, approving and booking talent, sourcing props, identifying products / services that need to be profiled in their relevant scenes, securing authorisation to use the location(s), checking all necessary filming equipment is ready to go, establishing call and wrap times, as well as detailing the time frames each scene will be shot in (taking into account travel - where necessary - to each location, talent and wardrobe changes, etc.). This step will include all key stakeholders including the videographer, creative team, director (if applicable) and brand owner.
Shoot: Now that the groundwork has been laid, it’s time to shoot! We have a production manager on a video shoot to keep us on time and on track. Depending on the complexity of a video, shooting just a 30sec piece of content could take between a half and full day!
Editing: This step that can take longer than the actual shoot - we have to “knit” the content together, adding cut aways over interviews, syncing audio, bringing in backing tracks and sound effects, captions, titles, logos, layering in effects etc. We then watch it about a gazillion times to make sure it’s just right before sending it to the client for feedback. Once final feedback has been received, we update / tweak / change the content accordingly and send the finished work to the client for them to use across their digital platforms.
If you’re not needing that level of video work done, then a GIF is a great alternative: it’s quicker (and cheaper) to produce and is a shorter format video that works beautifully on social media. Here’s one we created for a client:
CLICK TO WATCH - Shot & styled for Milla Collage by Shout & Co.
VIDEO TIPS
Here are our top tips for creating standout videos on Social Media:
Keep them short: for Instagram, you’ll want to keep your videos to 1min, for FB and LinkedIn, we recommend no more than 2min - people start to loose interest after that
Add value: In our experience, video content that adds value rather than sales-heavy wins every time. Educate / inspire / inform / enlighten your audience and they’ll be more inclined to buy into your offer when you finally do deliver a sales pitch. 90% value, 10% sales - keep that ratio in mind when generating content
Lighting: shoot your video in an area with great natural light. Videos shot at night come out grainy and low quality - people and products always look better when they’re front lit than back lit
Audio: if you’re speaking to camera on a regular basis, invest in a lapel mic or similar to capture your audio. If that’s not within budget, use the voice memo feature on your phone, keep it near you (but just out of frame) and then sync your audio with your visuals when editing your video
VIDEO IDEAS
If you’re keen to incorporate some video content into your marketing strategy but not quite sure where to start, here are some great video ideas:
Your origin story: sharing why you started your business, what motivates and drives you and the niche that you are filling
Behind the Scenes: Showcase some of the hard work you put into your business / products / services - but not too much that you give away your secret sauce! If you make toys, show some of the materials you’re using. A vet? Share some of the weird and wonderful pets that come across your consultation table. A retail store? Share some fun outfit ideas and latest products
Your team: quick interviews / introductions to the people that make your business successful
Your retail space: Sharing some of your latest products, collections and new season lines
Partners: If you work closely with another brand, share what makes your partnership such a great one! If they share the content with their network, you’ll be tapping into a whole new audience
Markets / events: Share your stall set up, products, customers, venue, preparations in the run up to the event, etc
Product tips, advice and usage: This content makes for a fun GIF!
Testimonials: Get your customers to share quick videos on why they love a particular product you sell
There are so many great ways to use video to drive awareness around your brand - no wonder it’s the fastest growing digital medium!
CLICK TO WATCH 15sec TVC shot & edited for Girl Guiding NZ
VIDEO FREQUENCY
So how often should you be sending out a video? Social media influencers will be telling you now that you need to have 4 - 7 Reels & TikToks a week, 8 - 10 stories a day and 1 - 3 IGTVs per week.
That’s a LOT of content to have to brainstorm, create, edit and publish - in amongst all the other things you need to do on a daily and weekly basis for your business…
Our recommendation? Do what feels achievable. If nothing else, the pandemic has led to the rise of CONTENTainment - average Joes putting out great content that engages and entertains without fancy equipment or training. All you really need is a smart phone and wifi connection… As a result, over produced content these days is actually not getting as much cut through as it used to.
Create video content at a level that feels comfortable for you: forcing it will make your content look disingenuous - and doing it for the sake of ticking it off your to do list will lead to your brand churning out lack lustre content.
1 video is better than 0.
AMPLIFICATION
Now that you’ve got your new video(s), what do you do with them? You need to amplify them!
Put them on your:
Social media
Website
Blog post
Newsletters and email sequences
Create a Youtube channel and host them there to capture a whole new audience
Use as a call to action on your check out page (perhaps even on your abandoned cart email)
And consider using them in digital ads
If you need help with your video content, get in touch with us. We can help you craft a top notch video strategy (which covers style, themes and even amplification), which we then use as a blueprint to create all new video content for your business. Not sure what help you need?
