If you’ve read my blog, you know how important I believe video is as part of any business’ marketing mix. Video continues to command greater percentages of marketers’ collective attention and this trend will not slow down for the foreseeable future, as noted below. Sources for each—when provided—are captioned in parentheses.
- By 2019, video will account for 80% of global internet traffic, and 85% in the US (Cisco)
- Two-thirds of marketers and agency executives see video as the next trend in content marketing (iab)
- 52% of marketers believe that video is effective for brand awareness
- 82% of of B2C businesses report that video has become their most popular content marketing tactic (Content Marketing Institute)
- 43% of marketers said they’d create more video content if there were no obstacles like time, resources, and budget (Buffer)
- 48% of marketers plan to add YouTube to their content strategy in the next year (HubSpot)
- Marketers who use video grow revenue 49% faster than non-video users (VidYard)
- 44% of SMB owners and marketers plan to spend money to promote their video content on Facebook in 2017 (Animoto)
- Companies which use videos in their marketing grow revenue 49% fasteryear-on-year than those which don’t (Aberdeen Group)
- 73% of B2B marketers say that video positively impacts marketing ROI
- Companies which use videos in their marketing enjoy 27% higher CTR and 34% higher web conversion ratesthan those which don’t
Moral of the story
The biggest roadblock for marketers to add video marketing is getting started. This is particularly relevant for small business owners. Granted, many have made the move, but just as many have not. It doesn’t take thousands of dollars to produce a video anymore—even when using a professional, so don’t be dissuaded into reaching for a smartphone, with all its inherent shortcomings. Are there times when this might be a good option? Most certainly! If it’s a once-in-a-lifetime live event, go for it! But with that said, if you’re telling the story of your business, you will be much better served with pro level cameras, microphones and lighting.
So, if you want to get started, why not give me a call? Consultations are free and even if you don’t select First Impressions Video to do the work, you’ll have a much better understanding of the task, coupled with expectations that will match the finished product.
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
Borrell Associates recently conducted its Local Online Advertising Conference in New York City. CEO Gordon Borrell typically kicks off his conferences with predictions for the next 2 to 5 years. One of his overarching themes pertained to video and to amplify Gordon’s point, Brian Russell, Chief Operating Officer of Media Distribution Solutions—and a company I do work for, shared some stunning research about the power of video in marketing for local businesses:
- Having video on your website makes it 53 times more likely to show up on Google
- Video causes people to stay longer on your site by an average of 2 minutes
- Video is shared 1,200% more than photos and texts combined
- Emails with videos get 50% more clicks compared to emails without video
The takeaway is that video is clearly the new frontier in capturing attention in your marketing. I agree with Gordon and Brian!
I just received my second recognition from Thumbtack, as one of its “Best Of” videographers across the nation for 2016. I work hard to get excellent reviews from my clients, including re-shoots, in the rare instances where they may be necessary. Doing “whatever it takes” helps define my business and I am grateful for the customers who voice their positive thoughts.
Start off 2016 with a new or updated video! According to the recently conducted Vidyard/Ascend2 survey, reported by ReelSEO, there are several types of video that provide the most effective content for your business! First Impressions Video has the experience to produce any or all of these, and as I’ve said many times, great video does NOT have to break the bank!
What are you waiting for? Call, drop me a note, or request a quote!
“Hey, Terry, I want to produce a [insert type here] video for my business…how long should it be?” Videos come in lots of “flavors, shapes and sizes,” and because of that, it’s probably best to answer a question with a question…or questions.
Below you can see an infographic that provides some norms, but they’re only that…norms. The aforementioned question(s) can help narrow the task down:
- What is the purpose of the video?
- Who is the target audience?
- Where will the finished video be shown? Online? In a convention hall? A boardroom? All of the above?
- What’s the budget (duuuuhhhhh!)?
- Is the information to be presented highly technical?
A key factor in play when contemplating any video is the “cultural ADD” that seems to affect us all these days. Statistics tell us that a video has about six seconds to grab the viewer, or they’re gone, so it has to be compelling, with a major point right up front. Once you’ve got ‘em, you can elaborate, but your video still can’t be long winded. Connect with your audience, get your point across and finish with a call to action—whatever it is you want the viewer to do next.
Be guided accordingly!
Source/attribution: One Productions, Dublin
Producing good video is an exercise in mastering lots of “unknowns.” In my experience, the best way to tame the unknowns is to plan the project. And yes, if your budget is tight, this may be tough, but it’s still do-able. First, a “truth:” if you’re only going to spend $500 on a project that you know should cost $5,000, you should be prepared for an outcome that may disappoint. That said, there are things that can be done to conserve budget while keeping production values strong.
First determine your needs…your real needs! If you only have a thousand bucks to create that “Scorsese-looking” promo, and certainly before someone starts yelling “action,” make time for pre-production planning. Understand the plan, and then stick to it. Nothing will unravel a budget like indecision, which includes making lots of changes after production starts. That doesn’t mean being inflexible, but if the original commitment (and contract) was for a day of on-site production, stretching into another day on location should rightly require additional investment.
In my years in sales, marketing and advertising (before launching my video business) I probably heard the axiom “failure to plan is planning to fail” thousands of times. News flash: it’s still true! So there should be a reasonable amount of pre-production planning to determine equipment requirements, shooting location(s), shot list(s), participants (talent), and any other graphics, images and audio not captured during the shoot. The tighter the budget, the more precise the planning should be. Here’s another “truth:” I suck at storyboarding! My artistic talents are evident when looking through a viewfinder or out over a scene, but freehand art was something my dad passed on to my brother! Nevertheless, I can still map out a scene and stick figures will work! Armed with a map and a shot list, it’s almost—dare I say it—easy to work through the production and keep to the budget. Winging it will kill any project…no pro worth his or her salt would attempt it!
But here’s the good news: With a carefully laid out plan, you will know where there may be opportunities to experiment, flex a bit and have some fun! The finished product will reflect the effort of good planning and you will get the results you wanted for the money you spent.