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Tag: video

Which 2017 Super Bowl Ads Won Video Marketing’s Big Game?

Which 2017 Super Bowl Ads Won Video Marketing’s Big Game?We all know the New England Patriots walked off with the 2017 Super Bowl trophy, but which of this year's much-hyped Super Bowl ads won the big game for brands and their marketing agencies?

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Wooshii, an Online Video Platform for Content Production: WIP of the Week

Wooshii, founded in London in 2009, is a work intermediation platform company that has developed an online freelancer marketplace connecting businesses and freelance producers of online videos. Today, Wooshii provides organizations with two delivery models. Organizations that use Wooshii include very large enterprises and even creative agencies. Acting as an intermediary in a large and explosive market. Wooshii provides organizations with access to a large global population of video creators/producers — and vice versa. It also provides capabilities for managing video production projects (i.e., the Wooshii inProduction tool). Wooshii has two main offerings, Wooshii Managed and Wooshii Scale and provides the best in...


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Super Bowl Commercials Are Just the Tip of the Iceberg in Video Advertising

Super Bowl Commercials Are Just the Tip of the Iceberg in Video AdvertisingSuper Bowl Sunday is a true marketing and advertising tent-pole event that starts right after the NFC and AFC Championship games and lasts around a fortnight. That also means that the Super Bowl commercials seen on TV are only the tip of the digital video advertising iceberg.

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Which 2017 Super Bowl Ads Won Video Marketing’s Big Game?

Which 2017 Super Bowl Ads Won Video Marketing’s Big Game?We all know the New England Patriots walked off with the 2017 Super Bowl trophy, but which of this year's much-hyped Super Bowl ads won the big game for brands and their marketing agencies?

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Super Bowl Commercials Are Just the Tip of the Iceberg in Video Advertising

Super Bowl Commercials Are Just the Tip of the Iceberg in Video AdvertisingSuper Bowl Sunday is a true marketing and advertising tent-pole event that starts right after the NFC and AFC Championship games and lasts around a fortnight. That also means that the Super Bowl commercials seen on TV are only the tip of the digital video advertising iceberg.

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The 5 Different Types of Video Productions: Examples and Differences

Saying that online video is popular is a gross understatement. With 6 billion hours of viewing YouTube per month, and an average of 40 minutes of viewing per session per person, YouTube is the undisputed king of online video. All forms of online video; documentaries, news, promotional videos, educational videos and entertainment video are evolving.

As the average attention span continues to shorten thanks to bite-size media appropriate for Facebook, Twitter and Reddit, how videos are being produced is developing to keep pace with consumer viewing behavior.

Why Online Video Works So Well

Online Video Marketing

Complex ideas work extremely well with online video – would TED’s “ideas worth spreading” educational videos be such a success if the same content were merely published in a magazine article? Of course not, there is already great content being published in print, but it rarely gets shared or goes as ‘viral’ as much as some TED videos have. The video medium has a real ability to ‘hook’ viewers and engage emotionally. A video producer’s task as a storyteller is to communicate ideas – and the value of the ideas – in an easily digestible, efficient manner that makes an impact.

There are five main classes of video; they range from entertainment to compelling a person to act. Professional organizations, entrepreneurs and businesses of all sizes are adapting how they use video. It wasn’t long ago that video that was online was merely low-resolution entertainment or news clips. But as video is the best idea-conveying medium, its popularity continues to grow proportionally to its easy accessibility and high quality.

The 5 Types of Video Production

Video doesn’t simply tell a message; instead video displays the meaning – video is the ultimate show and tell. Successful video cuts through technology, all the while conveying messages as a form of entertainment, around the world, twenty-four hours around the clock. Here are the top five types of videos, along with explanations and examples:

  1. Educational Videos

The Three Phases of Educational Video Production

Educational videos are excellent examples of teaching and learning concepts. As video uses the primary senses of sight and sound, using video in education allows concepts to be taught more easily and be retained better than reading off a page! This is thanks to the models of ‘multi-modal learning’ and ‘dual-coding theory’, which have shown that communicating with visuals and sound simultaneously will greatly increase comprehension and retention of new ideas.

And with the ability to show a concept though the use of editing shot of an in the field demonstration allows the viewer to truly understand the concepts being shown and discussed.

Educational videos go beyond merely informing the viewer – these videos go deeper into the ‘why’ such and such is important, in addition to just the ‘what’. As an example, an educational video on learning how to SCUBA dive will explain the reason why you must not hold your breath as you ascend to the surface, rather than just stating ‘don’t hold you breath’ without explanation. This ‘why’ is critical, as it delivers real understanding for the audience. The beauty of educational videos is how they can easily share complex ideas – and ‘educate’ learners properly, with comprehension even often able to bypass language barriers.

Examples of Educational Videos

  • Remote Online Classroom Instruction
  • Online Courses with Video Lessons (MooC)
  • How-To Training Videos
  • Student ‘Show and Tell’ Videos
  • Webinar Informational Videos
  • Video Lesson Series
  • Animated Explainer Videos

 

2. Promotional Videos

Promotional videos have become exceptionally popular with the convenience of fast wireless Internet, powerful mobile devices and businesses realizing that they can afford and use video with their marketing. These style of videos have adapted quickly to the habits of the modern viewer; short length videos, relevant information, engaging style and available where the viewer will be interested in viewing, and then ideally sharing the video with their social networks!

Guide How to Make a Promotional VideoA critical distinction is that promotional videos are not advertisements like we would see on TV commercial breaks. With a promotional video, the choice to watch is with the viewer. The person is interested to see if the video will offer a solution to their problem and presses play. The promotional videos marketing therefore to suggest value up front. And if it doesn’t, the viewer can choose to stop viewing at any time, unlike TV or online video ads, which intrusively play without the viewer having control.

Promotional videos differ from instructional and educational videos in that they’re targeting a very specific viewer and speaking to their needs, then presenting a solution and concluding with a ‘call to action’, asking the viewer to take action. With the art of persuasion and rapport, similar to an experienced salesperson, a viewer will ideally feel that the video offered value – and it’s their choice if they respond to the call to action. Taking action: a social like or share, or a purchase, are all common goals for promotional video marketers.

Examples of Promotional Videos:

  • Talking-head Videos
  • Corporate Videos
  • Testimonial Videos
  • Presentation Videos
  • Explainer Videos
  • Human Resources Videos
  • Unboxing Videos
  • Product Demonstration Videos
  • Real Estate Tour Videos
  • Event Videos
  • Presentation Videos
  • Keynote Slideshow Presentation Videos
  • Advertising Videos
  • Comparison Videos
  • Giveaway Videos
  • Product Review Videos
  • Announcement Videos
  • Destination Videos

 

3. Informational Videos

These are the most simplistic types of videos – cut and dry information delivered as succinctly as possible. Think of a news host delivering current news, with a quick story sound bite and moving on to the next story in rapid succession. These videos give the ‘what’ on a topic, but don’t go much deeper, so the ‘why’ is often left largely unexplored (as good educational or promotional video would show).

Journalism is a good example of purely informational video. News and information videos give you the sounds and sights of the news events as if you were right there on location. No need to imagine what might be going on… You can see it and hear it for yourself. With all smartphones having a HD or 4K camera with video capabilities, news gathering is now in the hands of common people. Instead of a Television station with a producer and camera operator and interviewer, a single person can record and upload or stream live-video from most anywhere, anytime.

Examples of Informational Videos:

  • Television Newscasts
  • Interview Question & Answer Videos
  • Streaming Video Online News Websites
  • Socially-Shared News Snippets (Facebook, Twitter, etc)
  • Public Service Announcments (PSAs)

 

4. Documentary Films (and Videos)

The definition of a documentary film is nonfictional motion picture intended to document some aspect of reality, primarily for the purposes of instruction, education, or maintaining a historical record.” (Wikipedia). Bear in mind, most documentaries are mostly shot digitally now, rather than on celluloid film, but the word “film” is a throwback to the genre, not the medium, which is fine.

Documentaries are typically a mix of entertainment and information dispensing, and very popular. There are three main types of documentaries; observational (or Cinéma vérité) mainly without any narration moving the process forward, participatory, such as famous director ‘Michael Moore’ as a character taking part in the events as we watch, and expository, with the narrator chiefly explaining and the events as we watch. There are more genres of documentaries are well, please see this site: alexburtonjournal.blogspot.ca

Examples of Documentary Genres:

  • Poetic documentaries
  • Observational documentaries
  • Reflexive documentaries
  • Performative documentaries
  • Expository documentaries
  • Participatory documentaries

 

5. Entertainment Videos

Finally, the fun stuff, entertaining videos simply for entertainment’s sake. The sky is the limit here, and many of the prior examples of video can fall under entertainment as well, so it’s not a hard and fast category. Entertaining videos can vary in scope, genre and purpose. Videos on Netflix, online movies, YouTube video stars, video clips, and more all fall under the scope of entertainment.

Examples of Entertainment Videos:

  • Music Videos
  • Travel Videos
  • Automotive Enthusiast Videos
  • Wedding Videos
  • Comedy Shows
  • YouTube Channel Stars
  • Reality Shows
  • Movies (Hollywood, etc)
  • Episodic-Drama Shows
  • Streaming Services (Netflix, Amazon Prime, HULU, etc)
  • Solid Media (DVD and Blu-Ray)

 

Similarities and Differences of Video Types

There are so many varieties of videos, and so much crossover and overlap that the combinations and lists could seemingly go on forever. The lists above help outline the main genres of video. Next, onto differences and similarities between the key genres. First, the differences…

The Differences Between Video Genres

Most videos types aside Entertainment videos, if not all videos, have a bias and a goal to persuade and motivate action on part of the viewer. Promotional videos require a call to action, where the video will clearly state the next step the viewer must take to achieve the result that is being proposed.

While each video style has a degree partiality on the featured issue, it’s specifically the promotional video that follows a specific formula to persuade the viewer to take action at the end. The entire purpose of the promotional video is to persuade a change in opinion or behavior on part of the viewer, whereas informational and educational videos are more passive.

Commonalities between Different Videos Types

Legal Team

All of the video types share the goal of sharing a story or knowledge with the audience, so in this regard, they’re all the most basic type of video: informational. All videos have a target audience in mind, whether it is narrowed down to age, language, gender or political opinion, an audience was chosen when the planning the scope out with the creative brief took place. Entertainment is also a factor, at some level – if a video is not engaging, the viewer will simply not ‘hear’ the message, rendering the video useless. Videos simply can’t be boring anymore due to short attention spans.

Lastly, always remember, each and every video has a bias – even the most seemingly impartial documentary has made specific choices on what video clips to keep, and which ones to edit out, shaping the message the end viewer receives.


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Video Will Account for 79% of Global Internet Traffic by 2020 (So Increase Your Video Marketing Budget NOW)

Video Will Account for 79% of Global Internet Traffic by 2020 (So Increase Your Video Marketing Budget NOW)Cisco predicts that video will account for a staggering 79% of global Internet traffic by 2020, so now is the right time to increase your video marketing budget and resources, and lock down your video content strategy.

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How Red Bull Quietly Changed its Video Marketing Strategy

How Red Bull Quietly Changed its Video Marketing StrategyThese days, Red Bull is as much of a media company as it is an energy drink brand. But the company has been changing its video marketing strategy over the past year despite the fact that the rest of the industry looks to its campaigns for inspiration. So how is Red Bull reaching more of its target audience?

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46% of Consumers Confirm They Made a Purchase After Watching a Branded Social Video

46% of Consumers Confirm They Made a Purchase After Watching a Branded Social VideoDid you know that consumers are spending an average of six hours per week watching video content on social media networks? Or that 46% of consumers said they’ve actually made a purchase as a result of watching a brand video on social media?

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Common Newbie Video Production Mistakes: 4 Ways to Improve Production Value

You’ve got a great idea, and you know how to tell it right, and need to make a video. But your video sucks. Something is off, but it’s hard to tell what is off exactly. Does it really matter?

This isn’t really a problem, is it?

Unfortunately, I regretfully must inform you, a poor video is a poor video and likely will not succeed, even if your message is smart. Why is this? What happens if a video feels low quality?

Due to very low attention spans today, if your viewer cannot easily see, hear and understand your video due to low quality, you will lose that viewer.

Worse… your viewer will likely click away to view your competition’s video!

The Good News: The Hard Part is Already Over

A lot of people get stuck before even hitting record, overwhelmed with the idea of creating a video and worried about details. (Note: there is no reason to get overwhelmed.. there are plenty of checklists to assist with getting everything you need done! That’s what they’re there for – guiding the process, one step at a time.)

Not being afraid of the camera is great, the gusto to get up and ‘film something’ should be encouraged!

While recording video is easy, and it can be inexpensive, actually making good video that viewers like takes a little bit of upfront effort to avoid looking amateur.

Smartphones and apps and fast wireless Internet opened the opportunity for video to quit being an elite newscaster-only tool; and to go mainstream. Then with active social apps such Snapchat, Facebook, Periscope, the general population knows that video is ‘easy’ now.

Sure, video is easy, but GOOD video isn’t just as simple as pulling out an smart phone, pointing it at oneself and tapping record – that’d just be a glorified selfie.

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Number 1. Newbie Mistake: Lack of a Proper Plan

An intention to record video is good, but a good camera operator and/or director knows why each video clip is being recorded and what that particular shot will be used for. A plan will cover the people, the equipment, the locations, the goals and the target audience the video will be distributed to.

Marketing Strategy

Successful video producers complete; 1st, a creative brief in advance to sort out the goals for the video, and 2nd, a script written to have an overview blue print of the project, and 3rd a storyboard and shot list to cover ALL the bases to having a good plan for each shot used in a video. With a plan, your video will be a success.

Success Action Step: Cover all your bases of Why, Who, When, What and How by using the tools of a video professional. A Creative Brief, Storyboard and Script in advance of shooting your video to have a clear plan of what your video will be do – and make it easier and more fun.

Number 2. Newbie Mistake: Understanding ‘Production Value’

What does ‘production value’ mean? Explained in more detail, the phrase should be ‘high quality video production quality’, or professional quality, for short.

Professional Hollywood films cost millions of dollars. This money is spent on planning and filming to make the visuals and audio sound good and look the absolutely best they can (within the constraints of the budget).

Production Value Factors:

Production value is an assortment of variables, and here are some of the following aspects that play a role in the quality of a video.

  • Video Resolution Quality (4K, 1080P HD, 720P, frame rates,)
  • Camera Operation (stability, exposure, leveled, focus, movement)
  • On-Location Sound Quality (clear voice, noise, levels, background sound)
  • Image Quality (grain, noise, color correction, compression artifacts)
  • Lighting Effectiveness (3-point light setup, quality, intensity)
  • Sound Mix Quality (music, narration, background, sound effects)
  • On-Screen Interviewee (professionalism, eye contact, speaking ability)
  • Message Effectiveness (clear script, easy concept, call to action)
  • Graphics and FX (design principals, balance, quality, professionalism)
  • Distribution (ads or no ads, social sharing, effective channels)

Built-In Video Camera MicrophoneBuilt-In Video Camera MicrophoneAudiences are accustomed to spending as little effort as possible to watch and listen to video of this caliber, so the worse the visuals and sound are, the harder a video is to view. This is important because if there is a similar video with a similar message, but it looks and sounds better than yours, viewers will watch the better looking of the choices.

Success Action Step: Watch videos similar to one you wish to create to see what works – and what doesn’t! Write down the aspects that are important on your Creative Brief to help guide the process.

Number 3. Newbie Mistake: Improper setup of camera

The camera is the first link to the video – it acts as the eyes and ears of the viewer. Even if the camera is a high-end 6K camera, if it’s being used as a handheld camera, and shaky and bumpy will not make for a good viewing experience (and if it’s an online video, the viewer will likely stop watching and watch your competitors video instead!)

In comparison, a well-mounted iPhone filming in HD set on a stable level tripod with a smooth camera operator will make a world of a difference – the video will be far more pleasing, and the viewer is far more likely to continue to watch rather than jumping away to another video.

Low Budget Medium Budget High Budget
Manfrotto Compact Action Aluminum Tripod

Manfrotto MVH500AH Fluid Head & 755XB Tripod with Carrying Bag

Manfrotto MVH500A Fluid Drag Video Head with MVT502AM Tripod and Carry Bag

The Manfrotto Compact Action tripod offers basic adjustment. Be sure to get a smartphone or tablet mount if shooting with those devices. Not useful to pan or tilt with though. This is a portable, high quality tripod. It will work with smartphones and high-end production cameras. Very smooth pans and tilts. Great bag too! This is a high-quality, heavy duty tripod. It can handle a light-weight “backpacker crane” jib system! Included spreader with the legs also supports more weight.

Success Action Step: Use a tripod – there is a variety available, here are three different tripods for different budgets. Rest assured – all are professional, and all will help make your video better.

Number 4. Newbie Mistake: Failure to use sound and light properly

Any camera – be it a 6K RED or a regular iPhone – only capture two human senses – sight and sound. Modern cameras, while very good today, still cannot filter out background noise or poor light like our human brains can when we’re there, in a room with another person.

Low Budget Medium Budget High Budget
Rode SmartLax+ Lavalier Microphone

Polsen Lavalier Microphone

Sennheiser EW 112-P G3 Wireless Lavalier Microphone Kit

The SmartLav+ is a quality wired lavalier clip-on microphone that works perfectly with an iOS device without needing an adapter. The Polsen OLM-10 wired lavalier microphone offers great audio with no noise feedback. If used with smartphone, needs an adapter.
This Sennheiser lavaier is a wireless microphone set. The EW 112-P G3 is more expensive because due to it’s very high quality and being a two-part kit.

While a human can easily have a conversation with another person on a busy subway platform and filter out all the background noise, hums, and uneven light, a camera will have difficulty. Setting up a camera in the best location possible for good light and sound will make a world of difference. With the first step, the planning stage, the best location to film will have been chosen to maximize the quality of the video.

 

Low Budget Medium Budget High Budget
Raya 5-in-1 Collapsible Reflector Disc

Impact Qualite 300 Focusing Flood 2 Light Kit

Ikan IB508-v2 Bi-Color LED 3-Light Studio Kit

Success Action Step: I encourage you to try this: record a test video clip in a busy location like this (dim light or nighttime too if you can) of a person speaking to the camera, and then record an alternate clip in a quiet – and well lit bright area. Play back both clips one after the other and see for yourself the differences.

Number 5. Newbie Mistake: Ineffective Distribution

‘Work’ is important. GSD (getting stuff done, or the other variation on the acronym). How does this tie in with distribution? An analogy I like to use is absolutely everyone is creative and most people have great ideas, but what separates people that are considered ‘creative’ from those who aren’t creative is that the creative people actually sit down and MAKE the idea happen. Without that step of the work, no good would come from the idea – it wouldn’t even exist.

Online Video Marketing

A plan for a video is just an idea.

A video that is recorded is one step too – it’s not completed. Even a video that is edited is still not safe – unless the video is shared – and shared properly – it won’t ‘work’. Getting that video out there is a hugely overlooked step. Too often businesses invest in video – good video – and then have no distribution plan to get it seen. Marketing is key – ensuring that the video is put online, and in front of the correct eyeballs, is important.

Success Action Step: Your Creative Brief will address all the aspects that you need here too. It will help you to plan out who will see your video, and where they’ll see it, and what they’ll do after they view your video. Easy, right?

So as you can see, the first step sets all the other steps in motion in the planning stage. The channels for distribution will be chosen, the best locations for sound and lighting will have been identified. The camera will be setup correctly with a tripod, and a script, storyboard and creative brief will be on hand to guide the process. Oh, and have fun.


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