One of the challenges entrepreneurs face is building credibility for their brand. When starting to put together your promotional materials, it is sometimes necessary to create the content you need that will match the image you want to convey. Rather than “making do” with what you already have, why not have something made that will accurately represent what you want to be known for. And when the goal is to build credibility for your brand, you need a good mix of source material. A good example of this is in a video we recently created for Malaysian mystic Kabir Khan to position him as an iconic personality.
From the initial concept we arranged the venues and locations, sourced the actors, got the shots we wanted, then edited and scored the video to create a high-end video marketing tool.
However, there is no cookie cutter formula for promotional videos. Different markets call for different types of videos. Another video that we just completed was a music video for The Moogician, Todd Charles. One of his many talents is as a musician, and this is the fourth music video we have created together. Todd does shows to educate and promote dairy. For this video we filmed at several locations around Chicago with iconic views of the city, as well as Fair Oaks dairy farm and edited everything into a fun-filled song about butter.
One of the pieces of advice I give to my clients as we begin planning their video project is to think about the look they are trying to sell. Since we are often our own brand, it is important to make sure everything we put out for the public to see matches the image we want to convey (and accurately represents our products and services). This consistent look is extremely important for effective marketing. The look people see on a postcard or flyer that sends them to your website should reflect the image they see on your website, and so on.
I recently completed a show promo video for a magician in Switzerland. His website (TheMagicofJad.com) has a very elegant, distinct look; from the purple wallpaper and gold picture frames to his stylish logo. My goal was to capture that aesthetic in his video.
I created a 3D version of this 2D image with picture frames on a wall that would serve as transitions between each sequence of clips. All of the performance footage in this video was provided by Jad. I consulted with Jad about capturing his show on video, shooting from different angles, getting wide shots as well as close up, and what routines would look best in a montage-style video. Over the months that followed, Jad would send me new footage as he did more shows. Once we had collected a substantial amount of high quality footage, I began working on the motion graphics and editing the footage together to fit the nonlinear structure. After layering in music and titles with a professional Voiceover, the result is a promotional video that is consistent with his brand:
While creating videos for individuals and companies, I feel one of the most important services I provide is assisting people with expanding their brand through video marketing.
There is a lot of convincing evidence that now suggests that online video marketing should be a major focus of a business’ advertising and marketing budget. Dr. James McQuivey of Forrester Research said that one minute of video was equivalent to 1.8 million words. Imagine writing that much text to describe all the aspects of your business. Not only would it be a time-cosuming undertaking but it would surely bore visitors to your site. While many sites still rely heavily on text and photos, ComScore Video Metrix found that visitors stay on sites with video content longer than sites with no video. Furthermore, ComScore says there is a 64% greater chance of website visitors buying a product after watching a demo video. The bottom line is if you are not using video marketing, you are missing out on a huge opportunity to inform people about your brand.
Make Your Video Effective
In order to maximize the effectiveness of your video marketing it is crucial to have a video that starts strong. You want to pique people’s interest in the first ten seconds of video. Next, consider the difference between a video people look at versus a video they share. According to research conducted by Jun Group, videos that are 15 seconds or shorter are shared 37% more often than those that last between 30 seconds and 1 minute. What is the intended purpose for your video? Is it to entertain and have people share it with their friends or do you want people to be educated and inspired about your service or industry? These are important distinctions to keep in mind as it will greatly affect the structure of your video. Finally, keep it simple. With people’s limited time and attention spans, shorter videos get the job done.
Once you have a video, where will people see it? If you want to get the most exposure out of your video don’t just put it on your website, share your video on social media sites. One of the most effective tools to increase brand awareness and draw new prospects to your website is by sharing your video on Facebook, Twitter, and YouTube. A compelling video will speak louder than words, evoke the viewer’s emotions, and build authentic long-term relationships.
A Few Recent Examples
This video was created for psychic entertainer Rob Sevin to give a back story to his character and promote his show:
This video was created for Recycling wizard Cyril the Sorcerer to promote his character and, more importantly, raise awareness about the environmental message of his magic:
This video was created to educate prospective clients about Mr. Right’s corporate and trade show services: