Businesses need video. It’s that simple. Cisco came out with a study in 2015 that said 80% of all internet traffic will be video. While that prediction came up short it still accounts for the majority of all traffic. Because of this reality businesses that do use video content will see traffic almost double of those that don’t. Do you have a product that you want to show the world? Then video is your best bet. Ditton with a blog or other type of informative content.

The question is: how do videos actually increase engagement? We all know how they are important, but how do they do it?

Videos will increase engagement on your Website

Websites with landing pages that have videos on them will see an 80% higher conversion than those with only text.  More than any other type of marketing video converts leads into customers. Why? Because of authenticity and trust.  Before people decide to buy from you they need to see your brand several times. The more you share about your brand the more your audience will remember. Here is a brief list of the most impactful types of videos.

  1. How a product is made
  2. Testimonials
  3. Behind-the-scenes

Customers are much more likely to follow the advice of a video producer on purchasing recommendations. According to a study conducted by Animoto, the impact of video on what to buy is four times as powerful as the written word.  A video is a great tool for any company’s email strategy because consumers are over 50% more likely to read an email newsletter if it contains URLs to video content. If they are not incorporated into your company’s marketing strategy than you run the risk of losing the interest of 25% of your audience.

Video’s success is in no small part due to how the human brain is wired. Our brains are wired to process videos and photos 60,000 times faster than the written word. Acknowledging the video’s importance is only half the battle. Self-indulgent video content will do more damage than none at all. This why putting the time in creating your content is so important.

This where you need to articulate what you want in your Video.

You have made a great business decision? The question is where do we go from here? While there is no cookie-cutter approach to establishing your message here are some tips on producing videos that get your message across.

  1. Know Your Why. Why are you producing this video? Is it a part of a larger campaign? Or do you want to introduce your product to the world? The first step to successful video production is having a clear end-goal in mind. This would also be the time to develop a clear idea of who your audience is. During this phase of the process, you want to establish your tone that you want to present to the world.
  2. Establishing a message and a clear call-to-action. Before you shoot the first scene of your video you need to sure that the intent and message is clear to anyone who watches it.  Make sure that you write your message down a couple of times. Framing and lighting are also important to keep in mind so it does detract from your message. Nobody wants to look at a video with shadows and there is a lot of space above the head of the presenter. You can also use this occasion to promote your referral program, subscribe to your newsletter, or another action you want the audience to take.
  3. Delivery and Promotion. The video is done. Now you need to promote it! Make sure to set up a Youtube channel and stream it on another social media channel to get in front of as many people as possible.

Now that we have the emotional component of video production covered we need to move on to the logistics. What’s the point of going through all this trouble to end up with a poorly produced video? What equipment do you need? What can you expect? The cardinal rule about professional videos is that you don’t notice it. You will notice poorly produced videos, however.

Vide0 production logistics

One factor that separates professionals from rookies is the equipment we use. And that especially applies to video production. Anyone can record themselves with a webcam or iPhone camera and upload it to Youtube. This section will go through the equipment that we use to make impeccable videos for our clients.

  1. Video Camera. It goes without saying but you will need a decent video camera for any professional production. Some of the best cameras in the business include Blackmagic Pocket Cinema Camera 6k, Panasonic GH55, and Sony Alpha A9. Promax has a great guide on what makes a great camera as well as a list of them. Picking the best system for your need requires looking at it holistically and not just at the camera itself.  Having great lens systems is a must. The camera needs to be either compatible or equipped with sound equipment, rigs, and cinema lenses.
  2. Tripods. These are a must if you want professional-level videos. Tripods will stabilize the camera. Even the smallest shakes will be noticed by viewers. As I stated above the hallmark of a professional video is what you don’t notice. The high-end equipment not only guarantees stabilization but also smoother panning, less weight, and much more portability. All this ensures a seamless experience for the viewers.
  3. Lighting.  Poor lighting will ruin the experience for the viewer. Getting it right is easier said than done. The experience that we have guarantees that this won’t be a problem. We know the different types of light we need to use for each occasion. That’s not to mention the foreground and background lighting, managing the shadows, and having the right equipment.
  4. Gimbal.   A gimbal is complementary to the tripod, which acts as a stabilizer for a shot. This is critical when we have to move because when the camera is still the tripod will do the job. When we need to move around a gimbal is mandatory.
  5. High-end Video Production Software.  The software required for video production can be just as expensive as the hardware that we purchase. Depending on the version of Adobe and Visual Studio you decide to purchase, the costs for the licenses can be anywhere between $200-$500. That’s not to mention the time we need to properly edit them, which can range anywhere from hours to even months depending on the circumstance.

Takeaway

Anyone can film a video. Few can produce ones that are high-quality. If you look at most videos today they are grainy and have poor audio quality. That’s not to mention the shadows or abrupt movements you will see. This is where we come in. We will guarantee you professional-2uality of videos that provide a great user experience. You won’t notice anything, which is the hallmark of a true professional.