Video has become the expected norm for content that engages online audiences, so how can you jump into video production and run with the best?
Context is Everything!
First ask yourself, will my video be viewed in the context of spontaneity, storytelling, brand-building, promotion, or as a public announcement? This consideration will determine how much of an investment you may want to apply toward optics as well as voices and background audio quality.
The raw video coming out of today’s phones can be impressive… especially in the hands of a pro who knows when and how to use them… and when to bring in the DSLR’s, drones, and cine cameras.
Whip out the phone!
- For spontaneous moments at shop or office, most phone cameras will record video that’s fine for social shares. This is true for on-the-spot promotions, especially in retail sales.
- Expert advice, tips & tricks can easily and immediately be steamed to your online social/business networks effectively from a phone.
- Updates from the field and visual progress reports can be efficiently captured on phones by available mobile agents.
Bring in the gear!
- Telling a story with video, designed to elicit feelings and move an audience, needs to be planned and strategically executed. Experienced video producers understand the conception, scripting, and storyboarding steps, and how to assure that the right story gets told.
- Competing in the advertising market is neither for the faint of heart nor the penny pincher. Producing a commercial video that positions your brand among the best in the market requires advanced skills and equipment to produce it.
- Your brand-building and public relations messages beg that you put your best foot forward, especially your visual communication assets. “Portrait” quality photography and “cinematic” grade video are the ideals to strive for.
- Homepage and flagship landing pages should include only premium quality videos. Custom “snippets” of full-length videos can add content value in multiple online channels to get more bang for the buck.
Let’s look at a few commercial video examples in the context of their respective purposes:
Brand-building, Storytelling…
Promotional Advertising…
Promotional Demo…
Homepage Capabilities Video…
The samples offered above all required careful planning, scripting, site reviews and preparations, a skilled camera and assist, and the right equipment for each venue – both indoors and out.
Ask the Experts
If you have a video project in mind or the need to improve your content quality in a significant way, you can always get a sense of what the process would look like, and a range of costs to produce what you want. We who’ve been through multiple video projects enjoy helping business owners lighten up their brands with great videos!
