The Good And The Bad To Know When Creating Video

Good Bad with Creating Video

The Good AND Bad with Creating Video

There are some absolutely great videos out there that people have created. They are fun to watch, engaging…there is a reason, a purpose if you will for the video.

There are also some really bad videos out there, and not just in production quality but in ‘what’s the point’ type of bad.

It is not really about the good and/or bad in the quality of the video production (that’s another post, read Your Video Just Might Suck) it’s about creating a video that has a point, that answers your customers problem.

Including Video is simply another avenue for your past, current, and potential customers to have their problem answered. The product or services that your customers may need can be explained, talked about and even given away through the use of video.

We’re not in the business of creating a video just because it’s cool, or it’s the new hot thing to do in a business marketing effort. We create video because the story that your business is putting out there can be captured for an audience visually, simply, and with a purpose.

Questions to ask yourself before deciding to create (or have someone create) a video for your business.

  • Does it help tell my brands story?
  • Is there a point, a purpose for the video?
  • What kind of video do you want?
  • Does this video answer my current/potential customers problem?

The most important question to ask before deciding to include video, is “Why?”

Why am I making this video?

If your video doesn’t have a purpose, you shouldn’t create it. It is a waste of time, money, and investment without a plan or a purpose.

There should be specific reasons why you create a video.

  • Building brand awareness
  • Educating your customers
  • Show your company culture and creativity
  • Employee Training

If your video doesn’t appear to fit into one of the above categories then take a step back and re-evaluate your strategy. It’s pretty important to have a plan, a purpose and goals when creating a video. If you don’t have this direction, it will not be easy to measure your project’s success or even failure.

Before You Create Your Video Content

Creating Video Content

Things To Consider Before Creating Video Content

We’ve had several people in the past contact us and say ‘We want a Video for our business’ and most of the time we respond with that’s great, let’s meet to discuss what the video is for, and why. Creating a video is more than just coming out, setting up cameras and capturing, well whatever. It’s a bit more detailed than that.

For us to be able to create a video, we need to know and understand the story that is wanting to be told. And that comes down to creating the Video Content. Below we offer four tips that will help you before putting together your next video.

Goals, Strategy, Objectives and Tactics:

Before embarking on any video project, we need to know whom the audience will be, what you want to achieve and why you’re creating a video. The basic questions consist of Who, What, When and Why. Having a goal (or goals in mind) will assist in laying out the strategy and objectives for creating a video relevant to your business and your audience (customers) that will give you exactly the product you are looking for. It helps us in knowing how to approach the capturing of the story you want to share.

Know Your Budget:

Knowing your budget is crucial for us to be able to create a story through video. One of the first things we ask is ‘what is your budget’? Knowing what your number is when it comes to creating a video for your business, can help us in telling you exactly what we can do for you and how we can give you the most bang for your buck. We can and will work within any budget, but know that a video takes time. Read about the steps in making a video: Pre-Production, Production and Post-Production…which takes us to our next tip…

Turnaround time:

The turnaround time for any video project really depends on the scope of a video you are looking for. If animation is something that your are wanting, you’ll need to consider the details that come with creating animations such as: scripting, design, drawing, importing those drawings, and then animating them through software, which does take some time…but if you’re looking for a short 30 sec promo video of your baristas in action making the greatest cup of coffee you’re looking at considerably less time.

Scripting:

This is vital in capturing and editing the essence of your video. What do you want to say? How do you want to say it? Is it absolutely imperative that what’s being said is portraying your brand in the way that you want? If you miss this step in pre-production, having to go back to the drawing board can cost you more money, delayed time in completing the video, and seem dauntless at best. Know what you want to say, and how to say it in the best way to ensure that aligns with your brand exactly the way you want it to.

We want to create the best story for our business, and having a firm grasp on content needed beforehand, assists us in doing that for you.

What questions do you have in this process? Leave a comment or email us, we’d love to answer any questions you may have!

There’s No Such Thing As Viral Video

There's No Such Thing As Viral Video

There’s No Such Thing As Viral Video

Seriously, there is no such thing as a Viral Video. There are videos that go viral, but one cannot set out to create a viral video. And this is one of the most annoying things that we get asked on an ‘almost’ weekly basis. When we get an email about requests for video work, it’s exciting. Love hearing about the ideas and possibilities of using our creativeness with video, but the moment the word viral come into talks, I can’t help but roll my eyes.

Viral Video is a possibility, but setting out to create a viral video is just not gonna happen.

For example, we work with The Tri-City Americans. Last year we had the amazing pleasure of creating a fun Christmas video using the players to act and lip-sync to Mariah Carey “All I Want For Christmas” and it was hilarious and fun! I won’t lie, I would’ve loved to see that video go viral. I mean seriously, who wouldn’t get a laugh out of large hockey players, ice dancing gracefully while rocking out to mariah Carey? But I knew, and I still know, that creating a fun video (as much as you think it is THE best video ever) doesn’t guarantee that it will be in the next headline of the New York Times, or broadcasted on the Today Show.

Funny thing about that video, it goes ‘viral’ (*insert eye roll) over in New Zealand. Never saw that coming.

A Video Is A Video

Which goes to say that any video that you make, is quite simply a video you make to share with your fans, followers and/or customers the same way you would share a Facebook Status update. It is meant to give those followers a different means to view and understand the product or service that you are providing.

Of the thousands of videos out there, there are plenty that are good or bad, and whether they go viral (or not) is really out of your control.

I love video. I believe that video is an amazing way to capture your brands essence into a visually appealing “something” to make it that much better for your fans.

The way that we approach creating stellar video is:

•Outline an online strategy around the concept for the video
•Keep an open mind at unique ways to leverage social media.
•Utilize a smart social media plan to ensure the campaign reaches the right audience
•Don’t over emphasize on the brand which can make it less engaging for consumers
•And lastly, never call it a “viral video”.

There is no such thing as viral video. You can’t create it. You can’t plan for it.