OK…that was probably an overly dramatic subject line, but if it got your attention, good! The truth is, everyone knows that video continues to gain in importance, marketing-wise, regardless whether we’re talking about a national or global brand, or a small “mom & pop” business–or anything in between. And while implementing video into your marketing mix may not be life-threatening, if your competition is doing it and you’re not, it could be!
Here is, arguably, the first infographic of the year, entitled, “2017: The year of video marketing.” It continues the theme I’ve shared throughout 2016 about the growing relevance of video. Props to UK based HighQ for its compilation.
In my May 21st blog, last year (“Can you give me a ‘ballpark’ quote?”), I broke down the elements of a video production to illustrate what goes into a bid for a project. In that article, I mentioned that post-production is a subject that should have its own story, so here it comes today!
To review, the components that play into how a job is priced includes:
So let’s unpack that last one: Post production. A simplistic definition would describe it as everything that happens after production wraps, leading up to the delivery of the finished video product. It’s only when we drill down further that we find out what that really means…
- Editing. The art of taking the raw footage—with its audio—and turning it into something useful. I believe too many on the “client side” have limited understanding of what goes into good editing, especially the time it takes to do it right. And there is NO correlation between the aggregate time of the source footage and a finished sequence. Even if the desired time for a video is one minute, it could take hours (or even days) to whittle a lot of raw footage into that really special promo/talking head/commercial piece! A good shooter will capture footage with editing in mind (especially if it’s the same person doing both tasks), but editing is still the process that can take the most time*.
- Audio. This subject actually has two definitions. The first pertains to adjustments that are often necessary to “sweeten” the audio captured with the source footage. Depending on the quality of that sound, it may not require much work—but it can! A good editor typically has an audio application just as robust as the editing program and I’m pleased to have the Adobe suite that includes Audition, in my workflow arsenal. Nothing can undermine a video like bad audio, so major attention needs to be paid to this crucial element. The second context pertains to the music bed that sometimes rides under the video. This sound track should complement the tone of the visuals and NEVER compete with it. We’ve all seen videos with the audio track WAY TOO LOUD (yes, I’m yelling!), and even with volume controls, an audio track should never overwhelm any spoken word in the video.
- Titles, Graphics & Effects. Call this the “glue” that brings everything together, “TG&E” make for a nice opening and closing to your video. Effects should never be so dramatic that they become a distraction; they should be an enhancement to your presentation.
I hope this addresses the point that creating a video is comprised of many moving parts. Make sure your video production company understands them all and can pull the “pieces of the puzzle” together into a cohesive, compelling video!
Happy New Year!
* I am often asked how long it takes to edit a project. And while there is no specific answer (no dodge here!), reputable sources (plural) say that it can take from 1 to 5 hours to produce 1 minute of finished video. The range represents the complexity of the edit; the more elements (footage, graphics, titles, music, effects, rendering, color correction and others) the longer it will take. In the context of the “ballpark quote” article, post production can easily be equal to—or even higher than—the cost of production itself.
As we close out the crazy year known as 2016, I would be remiss if I didn’t say a sincere THANK YOU to all the clients I served. And as we head into 2017, there is only one question: GOT VIDEO?
Let’s do something together in this next year and you can see what other clients have learned: Great video does NOT have to break the bank!
**AUTHOR’S NOTE** Originally posted on August 22, 2016. As we approach the new year, this article is particularly relevant to companies looking for excellent quality video. Hiring employees is expensive and I submit First Impressions Video for your consideration as an effective alternative.
Companies in Orange County (CA): If you are looking for an in-house video producer, give me a call! Why incur the expense of salaries and benefits associated with hiring production employees, when for less investment, you can have access to a video professional with thousands of hours of experience shooting corporate “talking heads,” conferences and seminars, training sessions and countless others.
Think about it: If you hire employees to do video production, you have to keep them constantly busy. Now for some companies, that may not be a problem, but for many that just want to shoot an occasional project, that can be more of a financial outlay than is necessary. In instances like that, a quality independent videographer can fit the bill quite nicely. By the way I can also take on assignments in LA, “Inland Empire” (including Palm Springs area) and San Diego County.
And non-profits, this applies to you, as well.
Is your project a destination shoot or out of the Southern California area? With travel expenses covered, this isn’t a problem either!
Great video doesn’t have to break the bank…call 714-979-3850 to set up your next video project!
First, my sincere thanks to all my clients who entrusted their video work to First Impressions Video! Whether a direct production or as a freelance contributor, 2016 was a very special year, and I am truly grateful! And as we head into 2017, just remember this important axiom: Rule #1…don’t sweat the small stuff. Rule #2…it’s ALL small stuff!
May we all be wildly successful in our respective endeavors in the coming year!
A blog entry I wrote earlier in the year was picked up on Twitter. In it was one of several infographics I’ve posted and commented about over the course of the year. These visual pictures tell great stories and are applicable to producers of video, as well as consumers of video. I thanked the Tweeter for providing a great idea on how I could share a few of these infographics, which I have compiled here. Thanks to L. Scott Harrell ( @lscottharrell ) for the motivation to do this!
That last one was from 2015, but a few folks had asked me about it, so I figured, what the heck, and threw it in. And while the amplifying content around the infographics is likely mine, source credit for all of them goes to the respective creators.
Let me end the year with this one. Although intended to be humorous, all facets of video/film production require perseverance and resourcefulness. But for those with both, this can be a fascinating and gratifying endeavor. Just ask me!
Merry Christmas, Happy Holidays & Happy New Year
This year, I got a wonderful opportunity to run camera for Fox Sports! I am part of a crew of 9 who shoot high school football, under Fox’s PrepZone division and it’s been a blast watching some of the best players in Southern California. Many of these kids will find themselves off to Division I college campuses across the country, and maybe even the NFL!
Photo credit: Michelle Bakker
I refer to Vidyard several times on this blog and in other media outlets where I post regularly. They generate tons of relevant content that tie the importance of video to any business’ marketing strategy–regardless of size. A recent article outlines their “top 10 reasons” why video should be the “lead actor” in such a strategy:
- Improved SEO
- Stronger Consumer Attention
- Higher Engagement
- More Video Flavored Technology
- Greater Optimization Opportunities
- Higher Retention Rates
- Better Email Click-throughs
- Rise in Accessibility
- Stronger Emotional Connections
- Increased Customer Conversions
Because I have a 30+ year background in marketing, advertising and sales (even before launching the video biz) I take these thoughts a step further. Video, when used properly, is essential in moving customers through the sales funnel, and it’s interesting to note how the entire process–arguably–has changed over the years. A more contemporary version of this funnel indicates a greater percentage of marketing effort is involved, with the corresponding sales element considerably shorter.
Think about that when producing your next video and if you need guidance, either from a production perspective or a marketing perspective, give me a call!
P.S. If you want to read the entire Vidyard report, click here.
So I get a notice today that I received another 5-star review on Yelp. Like the others before it, I did NOT solicit it. Good news, that review appeared…today. BAD NEWS: what I also noticed was that NINE of my reviews are now filtered by Yelp’s dipshit…(yes, I did swear, because I’m TOTALLY pissed off at these people) algorithm. I no longer want to talk with anyone at Yelp, because all I hear are excuses. Needless to say, don’t you EVER call me again about advertising!!! That is all.
Although I haven’t done one of these in a while, it is not for a lack of wonderful compliments from satisfied clients, which can be seen on this site, on Yelp, Thumbtack, Google+ and elsewhere. This one was neat because it represented the second instance in which I’ve served the Eastside Costa Mesa Neighbors’ Group, videotaping their City Council Candidate Forum. Here are those comments:
“This is the second time we have used Terry’s services for our Candidates’ Forum. Very professional and friendly. We had absolutely no worries with Terry taping the event. What a find – and trust us – we tried taping our own event many years ago only to realize this required a professional at the helm. We anticipate that we have many more years of business with First Impressions Video.”
Thanks to Syndy, Kerry, Denise, Jeff and others at ECMNG for those kind words! First Impressions Video is standing by to make a happy customer out of YOU!
P.S. If you’d like to see the Forum video, click here.