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Video Video content tips

What I have learned as a 24-year-old videographer

Over the last 7 years I have learned something… being a videographer can be mentally and physically demanding at times. From 12 hour shoots, to multiple complex pieces of equipment to monitor. From time management efficiency to creating relationships and developing personal skills with clients. From pre-production to post, the job of a videographer can be tough…but I wouldn’t want it any other way.

As a young videographer, I have learned so much throughout my career and if I can give one important fact to the audience it is this… You will learn something new on every project you do, and sometimes it can be painful.

This is an incredibly important point that has helped me since I first picked up a camera. The reason for this is because videography can be a complex and demanding job and things can easily go wrong. SD cards can break, cameras can overheat, mics will rustle or audio can peak, lighting might not be perfect. Things can go wrong, so it is important to know this early on and be aware of it. Check out my 2014 showreel.

During my first few free jobs as a videographer, I began writing down the pros and cons of every shoot I would work on and how I could improve for my next shoot. This could be a simple thing from changing my f stop for a certain angle of shot, to working on my directing skills and being clearer to the client. I have found this incredibly useful for me over the years and has really helped me become a better videographer. Check out one of my videos from 2017 when I first started using my own equipment.

As a few years passed by, I learned more about equipment and the importance of purchasing the correct equipment to work with other kit. However I learned this pretty quickly, buying the best equipment won’t make you the best videographer. You need to learn how to use what you have got, don’t over complicate things. I really think this was important for me and made me wiser with my visual choices when working on a project.

I believe my creative speciality lies primarily in creating wedding films. I have learned most of my skills over the years, as I am filming a live event, something very different to a staged shoot. This can be both a pro and a con as I will need to be on the ball and have great time management skills. Over the years my skills within wedding videography have sculpted my video skills on other projects. The main 3 skills I have developed over these shoots would be time management, creative style and building a relationship with the client.

I often look at a day’s work and think of myself going into an auto-pilot mode, where I just focus on what needs to be done. I really find this freeing in some way. Please check out one my wedding films I made in 2019. I think my work has really has developed since my first showreel in 2014.

It is important to look at other videographers as inspiration, not as a threat. With this mindset I have been able appreciate other work out there and play with their styles in my own work. For example I watched 3 wedding videographers for years as I built up my portfolio.

As a videographer, I have learned the importance of being pro-active, pushing myself into filming content I haven’t done before. I really believe that making my own content requires many skills and develops my craft.

A last note from me, it is important to go easy on yourself. I am always aware of the things I need to work on, but that’s the exciting thing…to keep working and improving on my skills. One problem creatives all may be familiar with, we sometimes strive for perfection and fail to meet it and we end up not liking our work. That is the mystique of art. I remind myself to pick myself up and create more content. It may take patience but it will be worth it to look back at the art you have created.

I hope you found this personal blog insightful and motivational for anyone working in their own craft at an early stage in their career. Just remember to look at how far you have come already and keep on striving towards your goals.

If you are looking for a great video company to create some inspiring content for your brand, get in touch with us.

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Video content tips

3 ways to back up your footage

You have some video content, but you only have it saved in one place and oh no…that hard drive gets lost/stolen/corrupted/accidentally wiped and you lose your content. Unfortunately you’d be surprised at how many people lose video content just because they forgot or didn’t know where to back up their video content. It’s such a simple process but if you don’t do it, you run the risk of losing your footage forever. This blog is a quick guide to three different ways to keep your video content safe. But first, have a look at this video to understand why you should always back up.

Google Photos

Google Photos is a photo sharing and storage service developed by Google. As well as photos, it can store unlimited videos in full HD. Part of the Google One cloud storage service, you can store up to 15GB for free or up to 100GB for £1.59/month.

Google Photos is a great tool for beginner video creators or marketers out there looking to save their content to the cloud. Check out this video below for more information.

You can use the app on iOS and Android devices and on desktop computers through your browser. One great added bonus, especially for video production novices, is its ability to create videos, GIFs and more automatically using Google’s all-powerful AI capabilities.

SanDisk iXpand

SanDisk iXpand is a great tool for backing up footage from your phone, especially if you’re out and about without easy access to cloud services. Think of it as a USB stick for your phone. With prices starting around £24 for a 32GB model, this device is a great piece of kit. It’s available with a Lightning connection, USB-C, or both! The iXpand mobile app lets you manage your data and preview your footage.

LaCie Rugged Mini

Now let’s have a look at a common hard drive brand used by professional videographers. LaCie have a range of drives to suit all requirements and budgets, including a new model which is on the pricier side but is resistant to shock, drop, dust and even water!

These super reliable hard drives are perfect for creators and marketers producing content regularly. They perform extremely well when it comes to raw transfer speeds, and their small size means they’re easy to carry around.

We hope you found this blog useful. Hopefully we have saved you from losing your video content. If you are looking for professional video production partners to make your brand stand out, please get in touch with us.

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Video Video content tips

How are brands using video on different social media in 2021?

There are so many outlets for video these days; YouTube, TikTok, Snapchat, Facebook, Instagram, LinkedIn, just to name a few. But what are brands doing differently on each of those platforms, and why? Let’s take a look at how some brands are using their social channels to really push unique original content.

Patagonia on YouTube

In 2021, Patagonia released a documentary video on their YouTube channel. The film is about the citizen-led community-energy movement in Europe and the visionaries lighting the way. Patagonia have launched a campaign to support community-owned energy across Europe.

Publishing this video on YouTube has proved successful, with over 299,000 views in just 8 days. The documentary is a perfect fit for YouTube as the video is long-form content. A video of this length might struggle on other platforms to get the same reach. The clothing brand can utilise its modern aesthetic style to attract its target market of young people.

Vessi on TikTok

Waterproof shoe designer Vessi decided to go bold and adventurous on TikTok with their brand. Instead of sitting back and leaving consumers to find out their effectiveness, Vessi went all out to show how much damage the products could take.

In their videos, Vessi shoes undergo ‘quirky’ testing from consumers jumping in puddles, to walking in dirt, to pouring wine, green beer and coffee on their shoes. And guess what, the shoes don’t suffer.

Snappy, self-shot and straight to the point, this type of content sits really comfortably on TikTok. The ‘wow’ factor of seeing the shoes in action gives viewers a reason to share the videos and to seek out the next Vessi experiment.

@vessi

If you happen to spill green beer on your Vessi Weekends today… admire those dry socks & pop them into the wash😉🍀 #vessiweekend #stpatricksday

♬ original sound – Jessica P Creation

Nike on Instagram

Nike have utilised the importance of promoting beautiful storytelling to their audience through their Instagram channel. The short-form video pieces use a variety of contributors, from household name Nike athletes and younger athletes starting in their career, to everyday people who wear Nike clothes. Through their content, the company promotes the importance of equality and diversity within the world of sport.

Nike’s video content on their Instagram channel isn’t to sell specific products, it is instead designed to make the audience feel part of the family. Note the minimalist use of text graphics, and the way the content is enhanced by audio without relying on it too heavily. It feels beautiful and cinematic, yet social native at the same time.

Mashable on Snapchat

With 11.4 million subscribers on Snapchat, Mashable targets a dedicated audience who are passionate about gadgets, smartphones and social media.

Mashable is the go-to place for the latest news on tech, gadgets and more. Their Snapchat distills their website content into quick, digestible stories. They stand alone, while also drawing users to the website to read more.

This is Engineering on Twitter

In recent years, there has been a dramatic shortfall in students pursuing a career in engineering in the UK. However, the #ThisIsEngineering campaign is seeking to combat this rising problem.

The campaign showcases video content of engineers speaking about their passion of engineering in areas like sport, technology, and design. And thanks to Twitter’s emphasis on discussion, the video content becomes a jumping-off point for engagement between students and the brand. The video content utilised on Twitter highlights a great way for an organisation to target an issue that is currently spreading across Britain.

Searchie on LinkedIn

Searchie is a recruitment platform based in Dubai. Searchie are a cool example of a brand using their LinkedIn page specifically to target their professional audience with a regular stream of video content released on their feed. The aim of the content is to give the company a strong reputation for being experts in the field of recruitment.

Searchie also offer LinkedIn live knowledge sharing sessions by exploring the opportunities and methods included in the broad subject of their space. Executives and leaders in their brand are regularly interviewed and their episodes are broadcast on a regular schedule.

We hope you found this blog useful and insightful. When it comes to social media video production, we really know our stuff. So if you want your content to make a real impact, we’re here to help.

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Video Video content tips

How to use slow motion to create emotion

Slow motion video has been a phenomenon for years, it’s not something new. If you go way back to the early days of film and flick through different films, documentaries, sport broadcasts etc… you will find glorious and impactful slow motion scenes.

When watching a video, do you ever stop and notice the frequency and way slow motion is utilised for certain shots? This is because slow motion is a great and simple way to make a video or scene more impactful, dramatic, intense and artistic. It’s pleasing on the eye and it draws viewers in. With slow motion, time is almost frozen and you’re taken along for the ride. It’s an amazing tool – use it! To whet your appetite, here are some great examples of slow motion utilised in cinema:

Is slow motion just for Hollywood?

Well, no! Thankfully we are blessed with incredible tech these days. Slow motion settings are compatible on almost all camera, phone and tablet devices! You don’t need to go high-end and purchase the most expensive camera out there. It is true that the higher you search you can find more cameras with a higher frame rate…but the specs we see on most mid-range devices definitely do the business! Which means you can create stunning slow motion video content on a budget. From your GoPro to your DSLR to your phone, chances are you’ll have access to a high frame rate camera that will deliver the slomo goods.

Let’s get technical…

Humour me for a second while I talk about the numbers. If you film at normal speed with the native camera app on your phone, chances are it’s shooting 30 frames per second (fps). That means that every second, the camera is capturing 30 images. When played back, these 30 images create smooth motion in real time.

When you go into slomo mode, either in your native camera or a dedicated video app, you’re increasing the frame rate. You might be shooting in 60, 120 or even 240 fps. When that’s played back at 30 fps, each second of what you captured becomes 2, 4 or 8 seconds long.

As well as looking cool and a bit ‘arty’, slow motion is an easy way to make handheld footage appear more stable. As well as slowing down the subject, you’re also slowing down the movement of the camera itself, which can smooth things out and cover a multitude of sins.

Slow motion is best used sparingly, for scenes that really portray emotion. Examples of this could be a group of people celebrating and dancing, or a person in despair running towards the camera. When there is a lot of action or fast movement, slomo draws the viewer in and shows them more detail.

Used correctly, slow motion can leave the audience feeling inspired, drawn in and focused on the scene, which is something every creative wants to bring to fruition…powerful, enchanting story telling.

Apps that will aid your slow motion filming

For most people, the slow motion mode in the native camera app is more than enough to capture great artistic content. 

However, once you’ve mastered the basics, consider going a step further. Apps such as Filmic Pro, Moment Pro Camera or MAVIS (iOS) give the video maker manual control, which can really spice up video work and make it look more professional. As well as frame rate, these apps let you change the aperture, focus, shutter speed, picture profile and so on.

We hope you found this blog insightful and enlightening, and we’re here to help if you need to bring the professionals in for your next slow motion masterpiece! unique creative slow motion spark in your video content, please with us!

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Video Video content tips

5 reasons why you should stay positive about making video content during 2021

The COVID-19 pandemic has been incredibly tough for people across the world. It’s not just the health crisis itself, it’s the general sense of doom and gloom and uncertainty. As a marketer or business owner, you might not really feel like putting video content out there right now. Maybe you feel like nobody will care what you have to say. Perhaps you’re being extra careful with your marketing budget, which is understandable given where the economy is headed. However, when it comes to video there are so many reasons to be optimistic about the year ahead! So here are 5 reasons why you should stay positive about making video content during 2021.

1. Video is more important now

Don’t forget that consumers are still spending, we still love watching good video content, and people generally have more time on their hands. Here are some reassuring stats about the state of video content marketing in 2021:

Video remains a key priority for marketers with usage and spend both, overall, increasing slightly throughout 2020, and plans to increase again in the next 12 months.

91% of marketers feel the pandemic has made video more important for brands.

Marketers feel more positive about the return on investment offered by video than ever, as it continues to strongly influence traffic, leads, sales, and audience understanding.

Wyzowl

2. This is the time to try out new creative ideas

So we can all agree that video is still a really valuable marketing channel. But budgets are still incredibly tight, and video costs a fortune, right?

The pandemic has impacted the video marketing landscape in contrasting ways – while video is generally seen as a more necessary tool by both marketers and consumers, many have seen budgets restricted and plans shelved.

Wyzowl

Actually, maybe it’s not time to stop doing video, but simply to change the way we do it. Now more than ever is the best time to try out new creative ideas for videos, such as new styles of filming and editing. We should strive and thrive during these tough times in our artistic approach to making amazing video content.

If we’re on a budget, maybe there’s still a creative way to get the results we need. In the same way, if restrictions cause our filming plans to be shelved, is there an alternative approach that doesn’t require any filming? 2021 is the year for new video content creation ideas to shine.

3. Consumers are watching video content more than ever

The average person will spend 100 minutes each day watching online video in 2021.

Zenith Media

The pandemic has overwhelmingly increased the amount of online video people watch.

Wyzowl

Write this one down, it’s a good one. As the quotes insist, consumers are watching video content MORE than ever. This is inspiring for video creators out there, we are in demand!

So let’s grab the opportunity with both hands like we did in 2020. We saw creators and marketers completely revitalise their video content production and strategies as the consumer wanted more. A great example of video content reaching the consumer would be TikTok, which exploded into popular consciousness in 2020. Consumers are craving more in 2021, so let’s give it to them.

4. Video is exploding with new trends

More than 99% of current video marketers told us they’ll continue using video in 2021, and 96% plan to increase or maintain their spend (again, up slightly from 95% last year.)

Wyzowl

In 2020, we saw an amazing rise in creativity of video content, with new trends creating a buzz over all social media channels. As a market, video content has become more creative than ever!

You only have to look back over the last year to see how different ideas have helped push new video content out there to the audience. Examples such as user-generated content like mobile phone pictures and videos from the general public being used in advertisement. Or iconic scenes from nostalgic films being implemented into advertisements. Animation has been another massive area. Not to mention Zoom events and the various other types of live stream.

5. We have more time to learn

Here is the last key point to take away from this blog. In these unprecedented times, we have the opportunity to develop ourselves as individuals in the skills we know and the skills we don’t.

Now is a great time to try something new, get out of your comfort zone within video production.

As creatives, we all know there is always room for improvement. Video production is an art form and takes time to master. Whether making short form content on your phone or filming on location with your camera and equipment, you always want to improve on your video skills.

Thankfully the internet is here to help us out. Phew! There are thousands of online educational videos, articles, blogs, books you can look at to develop your expertise in video production. Check out this brilliant tutorial video as an example.

You can even binge watch a Netflix series and take notes of the creative approach of filming, framing, storytelling and editing. How good is that! Netflix can be your homework.

You can even set aside an hour a day to dedicate yourself to learning about cameras, editing software, lighting, audio, directing or producing, pre-production, social media video trends or many more techniques…the possibilities to learn are endless and you will thank yourself in the long run!

So, despite the adversity we’re facing at the moment, we hope these 5 quick points have helped you stay positive about your video content plans for 2021. Right now, the level of creativity all around us is astounding. Time and time again, we have pushed aside boundaries that we had always assumed were there. At times we have had to strip back, and at others we have strived forward with bold new approaches.

If you found this blog insightful, and you’re looking for a bit of unique creative spark in your video content, please get in touch with us!

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Video Video content tips

How to get great music for your video content

This might be stating the obvious, but music can make or break your video! It is essential that you use good quality music in order to enhance what’s happening visually and maximise the audience’s emotional response.

However, sometimes it’s hard searching the web for the safest sites to source music. Many people make the mistake of using commercial music, which puts you at risk of your video or channel being taken down. Others settle for free music, which can often mean compromising on quality.

In this blog we will show some of the you a number of subscription-based, one-off licence and free music libraries that supply incredible music content. We will also look at the importance of double-checking the licences involved when sourcing library music.

5 of the best music libraries

So here are 5 of the best music libraries out there: Soundstripe, Music Vine, PremiumBeat, Artlist and Epidemic. If you are a frequent video creator and want consistently great music in all your videos, it’s well worth opting for a subscription, which all of the above offer. This lets you use as many tracks as you need, for a fixed monthly or annual fee.

However, if you’re working on a one-off project or you want to use music tracks from different libraries, you generally have the option to just pay for one track. The choice is yours!

All these libraries supply a brilliant variety of music genres, from hip-hop to punk, from classical to rap, and from jazz to acoustic. You will be amazed by the number and variety of tracks on offer to help push your video to the next level! 

My personal favourite is Soundstripe. With a user friendly website and plenty of information on the creators and musicians, it is a user-friendly music library that covers all of my video needs.

If I want to source a low tempo track for a wedding video edit, or a high tempo track for a corporate video, hundreds of songs appear.

Soundstripe even has its own personalised, favourite and newly released collections for its users to grab. It’s not just music either; Soundstripe also has a video and sound effects section, full of really good stuff. In theory you can make an entire video just using material from Soundstripe.

Overall, for most video creators, these music libraries are by far the most used and effective tools for video content, as they hold thousands of diverse and engaging music tracks and sfx. If you want to highlight your creative style and take your videos to another level, for the monthly or annual price…it really is worth it!

Free music libraries

But what about if you’re on a budget? Well no problem, there are also free music libraries out there too. Audio Library is the most popular free music library with over 3.73 million subscribers on YouTube.

Audio Library also has plenty of genres to sink your teeth into. It’s probably the best out there, although there are other free music libraries out there such as Bensound and Purple Planet.

However, it is important to remember they do not offer the same level of choice or quality in the tracks they release on their sites. This may or may not suit you, but the choice is always yours. Another thing to bear in mind is that some of these options might be free for personal use, but require you to pay if you’re using the music for commercial projects. Which brings me to the next point…

Licensing

Okay, so now you have the music library of your choice. Now let’s talk about licensing. 

Music copyright designates legal ownership of a musical composition or sound recording. This ownership includes exclusive rights to redistribute and reproduce the work, as well as licensing rights that enable the copyright holder to earn royalties.

Soundcharts

The vast majority of music is copyrighted and the reason you need to license it is because it is someone else’s property, not yours. In order to use the desired music track, you must have a license to use it legally. If you don’t, you can run the risk of having your video taken down, your company’s reputation damaged, or at worst, being sued. You really don’t want to go down that route. 

So what’s the best thing to do? Get the licence and save yourself the trouble! When you sign up to a subscription on Soundstripe, for example, getting the licence is simple. All you need to do is pick your desired music track then click the licence button. Then you will be asked what your project is called and what sort of content it is (e.g. a wedding, a movie, a live stream, etc.)

You can then generate a one-time licence, which is your proof that you’ve got the right to use that track for the project you specified. After this, you are able to download the track and it’s yours – for that video only. You need to generate a licence each time you use a track for one of your videos, regardless if you have already downloaded the file. Don’t forget this!

Remember this is similar for all types of music licensing. When you decide to source a song from a music library or get in contact directly with a musician or creator, you need to have written permission to use it.

Not only this, but different music libraries offer different types of licences based on several factors, such as where you’re posting the video and how many people it will reach. So it is very important to read through the licence and double-check whether it’s suitable for your needs. 

For more information on licensing music, I definitely recommend this video created by Soundstripe.

We hope you found this blog useful as you go on the hunt for that perfect track. If you get the music right, you could significantly alter the audience’s response, and ultimately the success of the video. If you want help producing video content that looks and sounds amazing, please drop us a line.

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Video Video content tips

3 ways to create video content on a tight budget

In 2020, the demand for video and other digital content is huge. At the same time, however, budgets are extremely tight for many industries. Fortunately, that doesn’t necessarily have to put a stop to your content strategy. Here are three ways to create video content on a budget, courtesy of our Junior Video Producer, Will.

1: Strip Back 

First of all, strip right back to the essentials and gain a perspective on what you really need compared to the budget you have. There is no denying that the higher the price of equipment, the more likely that the results will look and sound more professional. But that rule only applies if you already have a good knowledge of the equipment and how to properly use it. You can’t give a monkey an expensive spanner and expect him to fix a car! 

We live in an era where you can film quality content from your phone and turn it into a professional piece of art! If you look at social media content, ask yourself how much of it is done off a phone? The lens and audio quality on your phone is always worthy of trying out and is also very quick and easy to use. From your phone you can develop the skills such as framing, lighting and more. There’s more info on this blog about how to get the best results when filming with a phone, and here’s a list of great video editing apps you can download. Instead of looking at what you need, look at what you already have.

Much of what you do when filming content starts in your head before going on screen. You need to develop that creative eye before you go about buying the new kit. So focus on the content you are creating, not the equipment you are doing it with.

2: Look Local 

Just like the price of equipment, the price of locations to shoot are varied and you have to be responsible when going about picking your locations, especially when you are on a tight budget.

To overcome this challenge, simply look local, call in favours if possible, and use your creative eye to visualise locations within locations. Just like location, search locally for talent and try to go through existing contacts. Make sure you pay people what they’re worth and don’t rip anyone off – but be willing to compromise in order to take up less of their time and therefor save money.

3: Be Prepared 

Creating video content is an art that takes time to get right. This is something people often don’t realise going in. It requires a lot of responsibility as there are many stages and elements involved in the process that require your full attention, but the end goal is always worth it.

You should go over every shoot you do and look at what you did wrong, or could do better next time, even if it was something others wouldn’t notice. That is how you truly develop your craft.

Take advantage of all the free resources out there to teach you the basics of filmmaking. YouTube is a great place to start.

So in conclusion, strip back, look local and be prepared. These three tips will give a surefire kickstart to helping you create video content on a tight budget. Please don’t hesitate to get in touch with us if you need any advice on this subject, or you’re interested in bringing us on board for your next video production project.

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Video

What is the future of video content marketing?

In recent years we have seen a drastic surge in the advancement of video technology and social media. We asked our Junior Video Producer, Will, to take a look at emerging technology, new social media platforms and how both of these have an impact on consumers’ behaviour.

By 2022, online videos will make up more than 82% of all consumer internet traffic — 15 times higher than it was in 2017

Cisco

Emerging technology

Take a moment to think about the influx of technology rising around the world, from AI to commercial space flight, we have very come far in the last few years. The same thing can definitely be said about the increase in video technology. A very quick example of this can be done by just looking at the picture and video quality on your cameras, mobile devices and desktops! 4K quality is now so easily attainable for young people.

However, the new and true remarkable features of 360 degree, virtual and augmented reality are the future of video content and will no doubt be trending globally.

These immersive types of video technology are well on their way to becoming possibly the most important video content marketing we could come across, it may completely revolutionise the way we live as humans. Just check out some of these videos below, they will blow your mind!

Rising social media platforms

We all know about the main social media platforms, Facebook, Instagram, Twitter, Snapchat etc. Now in 2020, TikTok has emerged globally with it’s 100% video content based app. The crazy rise of TikTok highlights to us the demand for this type of medium. After all, it’s all video content! Just check out this statistic below.

TikTok is the Most Downloaded App on the Apple App Store
Oberlo

However, TikTok isn’t the only video based app on the rise. Social media platforms such as Twitch, Reddit, Zoom, Giphy, Skype, Yubo, Houseparty, WeChat, FlipGrid and Vimeo are all rising up the charts in their popularity around the globe. Most of these apps are predominately video content based and all have large followings. The increase in popularity of Twitch livestreams is a strong example of young people immersing themselves within the video world. Also, I am sure most people reading this article are familiar with Zoom in 2020!

Consumers’ behaviour around video

Now we have covered the new types of video technology and the social media platforms that could eventually showcase them, let’s take a look at how consumer’s behaviour around video suggests that the future of this type of marketing is only going in one direction.

Video content marketing is having an extremely influential effect on it’s consumers, who can only ask for more. If you don’t believe me, just check out these crazy statistics below.

90 percent of consumers said that watching a product video helps them make purchasing decisions.

Forbes

When asked about how people would like to learn about a product or service, nearly 66% of them said that they’d prefer watching videos. 

86% of people said they’d like to see more videos from brands in 2020

SmartBrief

50 percent of users say they’re more likely to read email content if it includes links to a video.

Creadits

This shows us how powerful of a tool video content marketing is, it attracts people in. Other types of content marketing just can’t create this amount of online traffic, which emphasises the future of video content will advance, with the help of the technology and social media platforms available. It crushes the marketing competition.

We hope you found this blog useful and has positively influenced your two cents on the future of video content marketing. We can indeed work out from this blog, there is promising future, aided by the rise in technology, social media platforms and consumer interest.

Keep yourself updated on the future of video content marketing and the rapid rise of technology along with this. If you are looking to market video content for your business and are interested in our video production services, then please get in touch with us. Thank you!

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Charity Video Video content tips

How to devise a video content strategy for charities

We often find that charities and non-profit organisations struggle to justify spending time and money on content marketing, video included. After all, you and your supporters rightly want to maximise the amount of resource that’s going to where it’s needed most. They don’t want to see donated money wasted on half-hearted Facebook charity videos. However, when video campaigns have the right planning and creativity behind them, they can work wonders in terms of engagement, awareness and conversion. We asked Will, our Junior Video Producer, to unpick what makes a solid video content strategy for third sector organisations.

Charity video content – why is strategy important?

As charities seek to raise awareness, increase engagement and encourage fundraising, many have caught on to the value of video production as the best way to drive those messages home. However, due to a lack of strategic thinking from charities, the return on investment has become difficult to measure and this is having a discouraging impact on engagement with consumers.

This gap between enthusiasm and strategy is highlighted in Raw London’s annual Benchmark Report on video content in the third sector:

While 94% of charities said they see video content playing more of a role in the next 12 months, only 28% said they had a formal strategy in place.

Perhaps this lack of strategy is contributing to charities finding it difficult to prove and measure ROI. Compared to 74% last year, only 50% were confident video provides a good ROI, while a staggering 41% said they didn’t know.

Raw London

With this current issue leaving the third sector in limbo, we thought it would provide a great opportunity to devise a video content strategy for charities. Here we will give a step by step guide on how to prepare and produce amazing video content to boost engagement, awareness and conversion for your charity. So let’s look at the game plan!

A brainstorm meeting in a trendy office

Step 1: What are the objectives for your charity video campaign?

Okay step 1, let’s gain some perspective. Charity marketing is ever changing and evolving as we have seen with the meteoric rise of video content across social platforms. As a charity you should think about your objectives and ponder the inclusion of video content in certain ways. You might ask, what would video content offer? It’s all about awareness, engagement and conversion.

Engagement

63% of charities voted ‘Engagement’ as the most important objective for their video content. This is a significant change from last year, where the results were more evenly split between ‘Awareness’ (22%), ‘Engagement’ (35%) and ‘Conversion’ (39%).

Raw London

As we can see from the quote above, between 2018 and 2019, charities have now stated the impact of engagement has elevated above the other two elements in a drastic manner. For organisations within the third sector, building a relationship, trust and loyalty is crucial for your supporters. Engaging video content will help you achieve this.

Awareness

89% of video marketers say video, in general, gives them a good return on their investment.

Wyzowl

If you don’t stand out from the crowd, your organisation will struggle to survive, let alone attract new supporters. It is estimated there are 166,000 charities in the UK alone. Think about the competition and you will soon realise the importance of awareness. Raising awareness for your charity can be done in numerous ways such as making use of social media platforms, challenging audiences to competitions, fundraising campaigns and sponsoring live events. All of the above examples can work without the use of video, but they’re far more powerful with it. This will also bolster the engagement factor between marketer and consumer as more awareness garners more trust.

Conversion

 90% of consumers claim a video will help them make a purchasing decision.

Social Media Today

Video is essential when it comes to getting supporters to go from casual awareness to genuinely buying in to your charity. Engagement and awareness are hugely beneficial on their own, but it’s difficult to justify video projects if there’s no change to the bottom line. Video content has the power to drastically aid a consumer’s decision on whether to buy a product, support a fundraiser or sign up as a regular giver.

Before you kick off any video content strategy, it’s so important to think about what you’re aiming to get out of it. Is it awareness, engagement, conversion, or a combination of the three?

Step 2: Plan, pitch, prepare and produce

Benjamin Franklin allegedly said, “Failing to plan is planning to fail.” That said, sometimes just grabbing your phone and filming what’s happening in the moment does actually work. You can create great pieces of content in the moment.

However, do not rule out the benefits of pre-production, it can work wonders! This is where charities may actually be struggling in the strategy department, they can’t jump the first hurdle!

Planning is vital in preparing for the best and worst case scenarios during the video making process. Pre-production can be at times a tedious venture. On the other hand, creative ideas are formed here and along with the help of brainstorming, pitches, storyboards, budget management etc, pre-production will only enhance the efficiency of your video content. It will also help you to think on your feet better, in those moments when you do need to create content on the fly.

Check out this video below of how to pitch and pre-pro your idea. Also, listen to old Benjamin.

Step 3: Get to know your audience

As a third sector organisation, you should work out your demographic. Is it primarily targeting old or young, a specific gender or perhaps a minority? A charity should gain perspective just like in the first step, and strategise how would video content appeal to their target audience.

It is also helpful to contemplate how this material would fit in alongside the blogs, articles and other campaigns made by your charity.

An audience likes a progressive flow of work which links together. Adding the medium of video content into their line of work can influence consumers to stay engaged on your website.. 

Engagement is paramount and content specified to your demographic can really work wonders. An example of this could be a charity who have a young male target audience. An effective way to generate engagement is by creating short form video content as young males want results quickly and generally don’t have much patience. P.S Sorry to young men out there.

Check out this video below as an example of video content being released to a certain type of audience. Dollar Shave Club launched in 2012 with a comedic video, completely different to the way men’s grooming products are usually marketed. The sweary, irreverent style drove 12,000 sales in 48 hours, attracted major press attention, and set the tone for all their content going forward.

Step 4: Use pre-existing charity video content as inspiration

Inspiration goes an incredibly long way.. An intelligent idea for charities to consider is to delve into pre-existing video content created by other organisations in the third sector. It is incredibly helpful to take inspiration from other work when first starting up. We all need a little help at times.

There is an abundance of charity video content out there for you to look at. We’ve posted another blog with some of our favourite examples. It can also be very beneficial to learn from the mistakes other charities make, whether that be the engagement, awareness raised and conversion of sales. So many factors come into play on the success rate of a video produced, so please don’t ignore these and upload a film at 1AM with a poor title and no description…

Looking at the pros and cons of video content production within a non-profit organisation can help you reach your goals. Remember, we all make mistakes. But we must learn from them to grow.

Here is an example of inspiring content during the COVID-19 pandemic. Unicef decided to step up and release a galvanising video to encourage children around the globe that they will not let the pandemic stop their mission.

Step 5: Originality is paramount in charity video content

Take note of the previous step, it is very important… but please don’t just copy. That’s easy, simplistic and boring. Stand out! Taking examples of video content as ideas can help but a charity should always thrive on being original. This is what will draw in more engagement.

If content is king, original content is the Holy Grail. In today’s marketplace, your customers are screaming for exciting, engaging and entertaining original content.

BBT

Think about who you are as an organisation, why you exist, what your tone of voice is, who you’re targeting and how could you could draw them in. Every charity can offer something unique, it may just take some time to find out what it is. But don’t worry, you’ve got past the first hurdle!

Let’s have some examples…

Here we have a ‘Chance to Win’ video created by UFC super star Connor McGregor’s alcohol brand, Proper Whiskey. This style of video is a mixture of primarily photographs and actually very little video content. However it’s quick, entertaining and engaging content. The competition also adds excitement and spark to the video. There has been a strategy put in place!

Let’s look at another example, this time within the third sector. This video is designed to create an emotion from the viewer in an abstract way. These sort of films highlight the importance of originality.

Step 6: Keep creating

By using the previous step as a marker, we can now look at the variety of ways we can create content within the third sector.

Introductory videos, case studies, volunteer stories, fundraising campaigns, highlight reels and celebratory videos are some of the best examples of films created by charities. Short and long form video content is also well received in the third sector and opens the door for you to create as many stories as you would like.

But first… it’s very important to think about planning out a roadmap for posting multiple pieces of video content. From logistics to locations, from cast to crews, the roadmap planned ahead gives you a much a clearer view for the journey video content producing can you take your charity on. For example, if you spend all your budget on one really amazing video, it might perform amazingly for one campaign, but then what’s your strategy after that? This can cause problems for future video content projects, as the logistics may not be the same, which may have a negative impact on the consumer in the long run.

What’s the worst that could happen?

The worst case scenario could be, they believe the organisation has lost money since their great video content in the campaigns before. If a consumer has this thought, they will stop their interest in the charity. The key to remember is, balance between quality and consistency. This not only helps keeps logistics at a similar rate, but also benefits the charity’s reputation of development. Consistency of well made videos will enhance the charity’s reputation of growth as the consumer will be left to want to see more video content!

Please check out our latest blog on the best examples of video content created in the third sector to expand your thoughts on this step. This is also an example of putting step 4 into practice. See what I did!

Now you know your audience, purpose of content and variety of ways to make it come to fruition. Working out a budget for this medium will have an impact on the amount you wish to produce.

Video is also very accessible to anyone with internet access, both to watch and to produce. While there is certainly a trend towards higher quality video on a professional level, anyone can hop onto their laptop and create their own video in under an hour.

Digital Marketing Institute

The two sides of video production

There are two methods a charity can try, separately or together. First is quick video content, which might involve using your phone to shoot and edit. 

This is a relatively quick but incredibly effective method in creating short bursts of video. This can go on continually and there is no budget or planning necessarily required. Charities should take advantage of free and low-cost editing software like iMovie and Adobe Spark. You don’t always have to look externally for help. Many people within a charity can fulfil roles such as scriptwriting, interviewing, editing and camera operating with their phones.

The second option is to go with a professional production company. This may be more expensive, however in many cases it won’t break the bank and won’t involve a van full of equipment and Hollywood production crew.

A good example of a charity that uses both these methods is The Dogs Trust. They combine a mixture of phone recordings with professional production to generate video content. This charity demonstrates to us that both strategies can work together. Here’s a great example of cheap, quick content that does exactly what it needs to do:

Step 7: Where will you publish your charity videos?

A big question, where will you publish your charity video content? The sheer number of different platforms is making this decision a bit of a nightmare for marketers, however this statistic may help:

Facebook remains on top with a staggering 72% voting it the channel that offers the best results for charity videos. This is no surprise – according to the 2018 State of Social Video Report, Facebook was voted the #1 platform where consumers enjoy watching brand videos.

Raw London

However, this doesn’t automatically mean that you should put all your eggs in Facebook’s basket. Go back to step 3 and research your audience. Which platforms are they drawn to most? These stats give you a good sense of who’s on the various social channels:

62% of YouTube users are males.

62% of internet users aged 65+ are on Facebook, as are 72% of 50- to 64-year-olds.

72% of teens use Instagram.

Roughly 50% of TikTok’s global audience is under the age of 34 with 26% between 18 and 24.

Omnicore

It is also entirely possible to create accounts across all platforms as well as a dedicated website page. This tends to be the approach of larger organisations like Unicef, although their larger comms budgets mean it’s easier for them to maintain so many channels.

I should post my charity video on as many platforms as possible, right?

Wrong. It’s generally not a good idea to post the same video on each channel, as different types of content tend to perform better on different platforms. Think about the sort of video the feels ‘native’ to Instagram, vs what feels native on YouTube. At the very least, you should consider reformatting your video to make it fit better on each channel. Adding a variety of new content to different social channels will maximise your chances of raising awareness, and resonating with potential new supporters.

An effective idea to help the engagement process is by having at least one video on your website that explains what your brand, service or product is about. If you do, the average user will spend 88% more time on your site. Other videos can be spread out across social media platforms and your website blogs or posts to increase SEO.

Facebook and YouTube’s own in-built tools are great for insights like audience retention. This shows whether people are watching to the end, and where they’re dropping out if not. Often this can help you pinpoint a specific moment that people are losing interest.

Apps on a mobile phone home screen

You’re good to go!

And there you have it! Go out with this game plan and use it to the best of your ability. Take these steps, and use them in conjunction with each other. This will help the process of devising your video content strategy.

Also, please remember to pay attention to your results and learn from them. A strategy doesn’t guarantee short-term success and it’s important to analyse your video content thoroughly. Get this right and you’ll see great benefits in the long term. Revisiting old content and use it as a stepping stone to produce more exciting and engaging content each time.

There are various ways we can help you achieve your goals – whether it’s producing content for you, training your team on self-shooting and editing, or helping you devise a content strategy. If you’re interested in working with us, please fill in the contact form or book a 30-minute meeting with Ben.

A man pointing at post-it notes on an office whiteboard
Categories
Video content tips

10 main types of video content

We asked Will Wray-Lang, our Junior Video Producer, to distill the most important types of video that brands and organisations put out. Here’s a list of those types of content, and what makes each of them great.

Nowadays, the variety of types of video content marketing are growing exponentially! We are now able to jump between different mediums to create seamless video content that really appeals to different marketers and consumers.

If you are looking at ways to freshen up your brand or product and caught in limbo, check out these 10 main types of video content marketing that have had a great success across media platforms.

By 2021, the average person will spend 100 minutes every day watching online videos (a 19% increase from 2019).

Marketing Charts

93% of companies claim they got a new customer because of their video content on social media.

Small Business Trends

Vlogs

Vlogs have become one of the main sources of short and long form video content that can be churned out on a regular basis. A very productive and positive type of content that can be motivating, educational and thought provoking. It can also be cost effective. The vlogger can document their experience on their phone for a few minutes and upload it to social media, with minimal editing.

Tutorials

A great medium that introduces companies or their products and services. Tutorial videos give the chance for a marketer to showcase their product/brand and how to use it efficiently. This type of video content kills two birds with one stone: stylistic video content and helpful to the consumer.

Brand Films

Brand films have a powerful purpose, to make the audience see the marketer’s vision and values, as well what the brand wants to create. This type of medium is amazing in really building an emotional attachment for the brand and can be done through storytelling, visuals and sound.

Animation

Here’s a really cool and incredibly creative medium. Animated videos are an amazing way for businesses to create stylistic content. Both big and small businesses can use the same tools and software to create this content. Animation videos can be a really productive example of explaining complicated subjects easily to the audience. They are an eye catching medium and easily understood. Just check out the video below.

Interview/Q&A

Interviews are just as strong as ever and are becoming increasingly more creative, rather than the usually talking head videos we used to see. Just go and look at the way that Netflix uses techniques in interviews. Along with this, Q&As have become a dynamic source of interviewee content that is being released across all of social media platforms. 

Testimonials

Testimonial videos don’t only show off all the positives of your product/brand, they’re a great way to build trust and credibility with the consumer. A testimonial video can use marketers and consumers from the company to highlight to the audience the great journey they have had with the product or brand. 

Live streaming

Live streaming video content is a great medium for marketers to showcase their human qualities to their consumer, which can have a great effect on their judgement of the product or brand.

Live streamers range from gamers and musicians, to lecturers and property investors. Live-streaming is a very raw and honest type of video content that allows for mistakes and realism. Very few types of video content can allow this.

Podcasts

Normally thought of as an audio medium, podcasts can be enhanced with video, opening up a range of new platforms and audiences. They allow for long form conversations between guests to discuss world subjects, personal lives, politics and more.

Podcasts are triumphant and have an overall impact on television news interviews. Consumers are now much less interested in the outdated television news content, as the entire production seems scripted. Podcasts have been the reason for this! They are genuine and rarely edited to have a negative impact on a certain character or subject just like live streams.

Video Documentaries

Very much a cross between brand films and educational videos, with a story-driven and creative style approach, video documentaries are a great type of video content to drive the consumer to engage more with the brand and product. They can have such a great emotional impact on the audience and leave them in awe, especially in the hands of a good cinematographer.

Thank you

A great type of video content that really does make the audience think twice about the brand. Thank you videos highlight the appreciation from the marketer to the consumer, or vice versa. They go a long way to have an emotional impact and can be very rewarding.

We hope you found this blog useful and can take away some information and creative ideas to put into your brand. There are many types of video content out there and these 10 types are dynamic and can set you apart from the rest, when done correctly. Let your creativity flourish, that’s what people want to see! If you are looking to create video content and interested in our video services, please get in touch with us. Thank you!