How To Choose Online Video
WHAT IS THE BEST VIDEO PRODUCTION FOR ME?
It really is a minefield out there. So many companies, from web developers with a camera to broadcast production, it really is difficult for a consumer – who hasn’t worked with video before, to know what they want and who to choose.
CORPORATE VIDEO
The text book definition for a corporate video production is a video commissioned for use by a company, corporation or organisation. In broad terms it is a video not-intended for mainstream broadcast.
This means that it’s a loose term. It could be for promotional purposes, advisory, sales, training – the list is potentially quite long. Due to the rapid expansion of digital technology including high bandwidth internet connections, a high proportion of corporate videos are now primarily commissioned for website deployment to potentially reach a global audience.
MARKETING CAMPAIGNS & VIRAL ADVERTISING
A viral is a marketing technique where a video is spread across the internet via social networks. Virals capture the imagination, get people talking and create a user-generated buzz about a product brand or message. Virals often have only a tangential relationship to what they are promoting or a meaning that is вЂrevealed’ after the initial buzz has been created.
Virals are seeded across video share sites, syndicated across social sites and can also be pushed further through paid for advertising such as MPUs.
WHY ARE PEOPLE TURNING TO VIDEO?
(1) Video increases ability to understand – regardless of the type of business, product or service
(2) Video increases the perceived credibility of a business, product or service
(3) Video personalises – reaching out to the customer as an individual
(4) Video is proven to increase website activity – videos found in search results drive traffic to websites
(5) Video is proven to help with visitor retention – people are more likely to watch a click to play video than read text
HOW MUCH DOES A VIDEO PRODUCTION COST?
You wouldn’t walk in to a Jewellers and say “How much is Jewellery please?” Because the answer would be, well that depends on what you want – diamonds, gold, rubies, silver. Likewise with video production, the cost is very variable as it depends on what you want in your video, whether you need graphics designing, locations for the shoot, actors, scripts, music etc etc.
If you were however looking for something specific – lets say a Raymond Weil watch – you would have an idea on what you would like to spend and shop around until you found the best deal for that quality/grade of product. Similarly with video production, you need to set yourself a realistic budget. This will then enable you to phone around video production companies and find out what you will get for your money. Once you have a shortlist, take a very good look at the videos they have made and ask yourself:
Q: What was your overall view of the videos?
– Did it feel slick and professional like something you’d see on TV?
– Would you be proud if it were your video?
Q: How did the video sound?
– Did the music sound cheap/cheesy or did it compliment the video well?
– Was the overall sound quality clear or was it garbled?
Q: And most importantly, how did the videos make you feel?
– Did you actually listen and take in what was being said or did you feel bored and shut off?
Video production
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