Do We Have to be on Camera? Why People are the MOST Important Part!

Human brains are hardwired to recognize faces. When a video has a person talking in it, customers are more likely to connect with the video. When the audience can see the human behind the voice, they are more likely to trust what you are telling them. Speech is perceived by more than just auditory cues, we take in visual ones as well.

As a species, we are hardwired to be judgmental. Many people do not trust the information they read online. A study done in 2009 found that rather than trusting the people with the most expertise in a subject, people are more likely to trust those they believe have their best interests at heart. Psychologists at Princeton discovered that in only a tenth of a second, we form impressions of strangers from their faces alone, and our brain then responds based on how trustworthy we find their face to be.

In video, it is important to note that just having a trust worthy looking person is not going to make your audience listen to the message presented in your video. Remember, speech perception relies on both visual and auditory cues. The combination of both a great speech and a trustworthy face, among other things, is what will make your video the most compelling.

So, how can you get people to want to listen to your video? There are a few items that are critical to building the trust you deserve. First, you must be authentic. Be you. Don’t try to be someone you are not. If you look, sound, or feel uncomfortable, it will show, and many viewers will see, hear, and feel it. Second, demonstrate your integrity by showing us how much you believe in what you are saying. Again, if you come across as fake or phony, it will show. A good analogy is a dog’s behavior when certain people walk into the room. Some people are deathly afraid of dogs and the dog can sense it immediately. We humans have learned to do something similar…to sniff out false and bogus people. Some are better at it than others are, but we all have this ability. Third, people don’t care how much you know, they want to know how much you care. If you are genuine in caring about your viewer, they will sense it and feel a higher level of comfort in listening to you speak. Finally, speak the truth. Don’t sugarcoat or exaggerate…these all come across counter to the previous three and will completely destroy your credibility.

This can be applied to all parts of speaking, but with video, you need to be aware of more than just your speech. Your background shouldn’t distract from your message. You are what they should be paying attention to, not the bookshelf of what’s happening outside the window behind you. Add text to the screen to help reinforce what you are saying. It also focuses the viewer on what you are saying and subtly tells them, “This is important!” Have confidence and be positive while on camera and use transitions when speaking. It helps the viewer follow along when you say things like, “Now that I’ve covered XYZ, let’s move on to ABC.” This transition tells the viewer where you are and what to expect next. Sound like English class all over again? Good! It should.

Having just a trustworthy face is not enough to make people want to listen to your video; however, neither is just having a good speech. If you take the time to focus on all aspects of your video, including what’s in the background, what you’re wearing, and even the music that is playing, your video will have a much better chance of being listened to and acted upon. You want to connect to your audience, so give them what they need. Comfort, trust, integrity.

As always, we coach clients how to perform better on camera during our shoots. When we have someone who is struggling on camera, we do our best to help him or her relax and speak clearly. After all, you know the subject matter, just talk as if you’re talking to a friend. We’ll do the rest! Let us know when you’re ready to get started.

 

Source: Wistia Blog. (2017). Why Videos Featuring Humans are Easier to Trust. Retrieved from: https://wistia.com/blog/make-trustworthy-videos-with-humans on September 28, 2017. 

Six More Questions You Should Ask a Video Production Company BEFORE Hiring Them

Video production can feel like a huge undertaking. It shouldn’t be and it won’t be if you hire the right video production company. Before you hire a company, you should know the answers to some basic questions. Each question will garner an answer that will help you determine if they are a good fit or if you need to keep searching. Here are the six questions to ask before deciding on whom to hire:

1. Can you show me some of your work? When shooting a corporate video, for a website or for TV, seeing samples is the first thing you should ask to see. During this process, the video production company should show samples from their portfolio. While you view their work, you should be thinking about their quality of work, their style, and their level of skill.

2. Do you shoot and edit something nice or do you shoot to a specific script? While most video professionals will plan the shoot out ahead of time, many do not. This question is to determine whether they are good producers, shooters, or editors. What you want is all three…whether in one person or in a couple of people. Some video pros are very good at shooting the video, but struggle to get the edit completed on time and to your liking. Other video pros are very good at editing, but miss big opportunities during the shoot to tell your story. The key is the plan before the shoot. This is what will usually make or break a project…and when we usually get calls to fix.

3. What can derail this project? This is a great question to find out what problems may arise during the course of your project. The answer you get might be a bit vague, but may lead to follow up questions. One of the biggest items that derail projects for us is change in scope…or scope creep. Any change in script after a shoot can severely change the scope. Remember, the script is the plan. Change the plan and you change a lot! There are several things that can derail a project: script changes, change of actors (or person on camera), change of shoot locations, adding of shoot locations, change of messaging…and the list goes on.

4. When has a production gone over budget? This question is meant to trick the video production company. The answer is: it shouldn’t go over budget. Keep in mind, if you have a very small budget, the video pro may not be able to do everything you want; however, the video pro should offer some insightful suggestions to get it closer to your budget. Budget should be a factor, but not the deciding factor. If the shoot is not planned and executed poorly, the final video will most likely not meet your expectations…wasting your money. A larger budget doesn’t always mean better video…but smaller budgets might. Here are some factors that can increase a budget: length of the shoot, including professional talent, professional narration, special music (non royalty free).

5. Can you do what you say you can do? Because creative work is subjective, their answer is something you need to consider. What you think is creative may be mundane to another. Be very clear about your expectations. If you have a vision for your video, your video producer should be able to clearly see your vision and describe some details about how they’ll pull it off. Sometimes it comes down to having the right equipment for what you want in your video. Sometimes it is how the story is told. If you feel the video producer understands what you’re after, you should be fine…now it comes down to whether the quality matches your expectations. This is where you should be evaluating their work. Quality means having the proper sound equipment, the proper lighting, the proper framing, and an attention to detail (such as the background) can all make an impact on the final product. Look at the samples to determine if they have what it takes.

6. Have you ever missed a deadline? What happened and why? If your project is on a time constraint, ask this question. If it isn’t and time isn’t an issue, you may consider skipping this question. We get calls (a lot) where we’ve heard, “They (their video production company) has been working on this project and edit for 6 months, and I’m fed up waiting for them to finish. Can you help us?” Six months may the right amount of time for some projects, but for some of the calls we get, six months is completely inappropriate. Several problems can come up during a video project. Believe it or not, one of which may be the producer, the client, the shoot, too much work to complete in a short amount of time. A good producer can to tell you how long the project should last and when you can expect completion. Keep in mind, even the best producer can miss a deadline in his or her life, but this should be very rare. If they say they have missed a deadline, find out how often it happens. This should be a good start to picking a good video production company. Listening to the answers to these questions should lead to closer to a decision about the level of work they can do and identify some problems that may come up. If you need help or have any questions, please feel free to reach out to us. We can answer any questions you have, even if we are not your video production company. We are here to help.

Want a few more questions? Check out Top 5 Questions to Ask a Video Production Company Before Hiring Them.

Top 5 Questions To Ask a Video Production Company Before You Hire

When it comes to deciding which video production company is the best choice for your idea or project, there are several key questions to keep in mind. There are most likely a thousand questions you might have about video and the company you’re about to hire. We find that these are some of the good questions we’ve received over the past several years…and thought you’d like to know. Even if you don’t hire us, these would be good questions to have in your back pocket. Here they are (hint, number 5 is the most important):

  1. How long has the company been in the industry?  This question has a few meanings. Are you asking about longevity of the company or the people creating the video? How much experience? A good production company should be able to distinguish the two by also asking you a few questions. Sometimes hiring a company with 20 years of experience is important and sometimes this give you outdated ideas and concepts. It’s important you know what you’re looking for in this question. If you were to ask us about experience, you’d know that Jenn has many years of experience working in the video field. She’s worked at television stations and video production companies and started Plum in 2009 when she realized it was the time to do so.
  2. Are they creative?  Tough question because that’s a subjective question. What is creative to you may not be creative at all to us or to someone else. Here’s how you get past that. Find out if they are they able to provide examples of videos that took a dry subject and made it interesting? This is the sign of a strong creative. Ask them to tell you the story about how they created the idea and improved the story.
  3. What types of videos does the company produce?  Start with what you’re looking for. What type of video do you want? Interviews? Testimonials? Tours? Property? The list goes on. Once you know, ask them to show you some examples.  When you ask, keep in mind if you’re looking for a custom made video or a similar video to one they’ve already created. There are subtle differences and they should be able to distinguish between the two.
  4. What are some of the companies they have previously worked with?  Again, this begs a few questions. Are you looking to learn about what sectors they can operate in or are you looking for a fresh outside approach to marketing in your sector? If you’re looking for a company that specializes in your sector and wish to have a video that looks like everyone else in your sector, make sure you communicate that up front. If you’re looking for a fresh look that only someone on the outside would be able to create, communicate that up front…and for the same reason. You don’t have time to waste if the video production company doesn’t fit the requirements.
  5. What are some of the companies they have worked with previously? Same question, different reason for the question. You might be looking at this question and thinking, “No, I want to know what companies they’ve worked with…can they work with us?”  Also a good question. If you’re a larger company, concerns come up  like, can they be flexible, can they meet our deadlines, can they convert our message to an effective video, do they have the capability to meet our branding guidelines…and a bunch of other concerns. Have those questions ready when you start your interview.
  6. Bonus Question? How quickly can my video be completed?  Often there are specific deadlines that need to be met. Communicating that early is important because if they can’t meet your timeline, you’re wasting your time. Can a video be completed in a week or two months? That depends. It depends on the complexity of the project and a good video production company will be able to communicate with you a realistic and an aggressive timeline that you can work with. They should be able to tell you pretty quickly a general timeline and what is required to hit it. We’ve scripted, shot, and edited videos in a variety of timelines, including 6 days to 5 months, but each had requirements of the client and Plum to hit those deadlines. We find this to be the most important question one can ask when interviewing a video production company.

Need help picking a video production company? Call us. We can help. You might think we’ll just tell you to use us, but we won’t. If we’re not a good fit, that’s good to know…you’ll have just ruled out another company…we can certainly point you in the right direction.

How Should I Measure Video Success

Contrary to popular belief, when it comes to determining the success of a video, views aren’t everything. Crazy right? It’s true, there are other contributing factors to consider such as: getting and setting the right key performance indicators, what are your overall marketing goals, and what is the best way to track progress on a brand’s unique goal. Here are a few examples of how others are measuring success when it comes to video posts. The first step is to determine what the primary marketing goal is for the campaign. Typically, companies want their video advertising campaigns to increase awareness, consideration, and ultimately influence their online or offline sales. When trying to market to a target audience, consumers typically fall into one of three categories:

  1. “I’m ready to make a purchase,” or “I’m ready to give you a call to discuss;” or
  2. “I’m not very familiar with your product, but I’d like to learn more;” or
  3. “I’m undecided as to what to do…should I call you (or purchase online) or should I move on?”

The trick is to know where your target audience is when they connect with you. Viewing their actions can solve this. Set up a digital funnel and use video to help them. Could you walk them through a series of steps via the initial video? Or should you set up a series of videos that tells them what to do at each step? Only you can make that decision.

Next, what are the indicators for each marketing goal? For example, if your goal is to raise Awareness, the number of views, impressions, and unique users are important. You might also consider how well your marketing increased awareness and how well people can remember the ad they viewed afterward. Each indicator, if measured properly, will help you determine if the video/ad was effective. This is an important initial step because it demonstrates the impression your business is portraying or is begin perceived via it’s marketing efforts.

If Consideration is the measurement, then the indicators to measure are: view-through rates, watch times, favorability lifts, consideration lifts, and brand interest lifts. All these measurements illustrate how the brand is being perceived when viewing (positively or negatively).

Finally, the third measurement is Action. What happens after or during the view? Here are some measurements to consider: clicks, calls, signups, sales, and purchase intent lifts. When looking at these measurements through the lens of video, you must consider all brand marketing activities because video is typically not a standalone item that drives a sale. For example, many people will receive a mailer, see an ad in a flyer, visit the website, and view the video. The individual may or may not recognize that the video helped them make the sale or if it was something else they saw along the way.

Measuring the success of video is a little tricky…but we like to think that the number of views, frequency of views (same person seeing the same video), watch time, favorability lift and clicks/action taken to contact are typically sufficient items to measure to begin. If we can help you with this in any way, please don’t hesitate to ask!

 

Source: https://www.thinkwithgoogle.com/articles/how-identify-right-kpis-online-video.html

4 Tips to Maximize Your Fundraising Efforts

Video is fast becoming the most useful tool in getting your message out. We feel that people have moved from, “Let’s try video,” to “We have to have video.” It has become a mainstream medium and nonprofits and for-profit organizations alike. How do you maximize your efforts (hint: this works for both nonprofits and non-profits)? Waaaaay back in 2014, a study about trends in fundraising technology described the profile of a successful fundraiser. Here they are:

  • 3+ Software Management Tools
  • 5+ Communication Channels
  • 3+ Web-Based Tactics
  • 3+ Payment Acceptance Methods
  • Online Donation Acceptance
  • Contributions Management Software Usage
  • Video Content Sharing, and
  • Blogging.

Most nonprofits do some of these, but most do not do all. One that we feel nonprofits are missing is the use of video.

  1. Tell The Story. Tell it Vividly. Fundraising is tough. You have to find the likely contributors, deepen the relationships with current supporters, stand out from other nonprofits…and among all of that, find new, creative ways for fundraising. The story you must tell, however, is your unique story. The story of your success and the awesome work that your organization does. Video will ultimately do this and provide the viewers with content they can relate to, share, and improve the awareness about your organization’s efforts.
  2. Please Share! It’s interesting, people like to share stuff. We don’t know if it’s because we were taught to share when we were kids or if we just think something is so cool and awesome that we want to be the first of our friends to show it off… What we do know is that people share. This is where a strong video makes all the difference. It must show the viewer your story and end with some form of call to action…It can be a “Call Us” or a “Donate Now.”
  3. Short is Sweet. With the advent of Facebook, Twitter, Snapchat, Vine, etc., people only have a short amount of time to determine if they want to continue watching. It’s also important to remember that most viewers now watch video (from the services above) on their smart phone or tablets. They want quick videos to get the message and move on.
  4. Front-load the Message. Adweek’s article about Video Trends suggests front loading the message. No one wants to watch a 30-second video commercial on their iPhone (but most will on their computer when researching you)…so if you’re creating a short message for social media purposes, front load the message. Let them move on if they’re not interested. They aren’t your type of customer.

We hope these suggestions help you maximize your fundraising efforts and bring in even more dollars. We suggest that if you are a nonprofit, follow the links above to do the research on what you might be able to improve. We’re always looking for ways to improve, so we hope you don’t mind us sharing!  

Source: HandCrank Films, 2015, http://handcrankfilms.com/5-tips-to-improve-fundraising/

How to Use Video on LinkedIn

Did you know that LinkedIn has added the ability to add video to your profile. There are a couple of simple steps you need to take, but, it’s simple. Under the section you want to add the video, click the video option after “Add Media:” You can add a document (think PDF), a Photo (maybe a project you’re working on or a photo of your office building), a link to a website, Video, or Presentation (you can even upload a PowerPoint).

When you link the video, it will embed the video into that section. All you need to do is go to your Profile page, click the little pencil at the top of the section of your Description. A new window will open and allow you to enter your Name, Position, etc. and all the way at the bottom is an area where you can either upload a video or provide a link to media. This is where you’ll want to upload your current, most interesting, video. Once you’ve added the media, you can add a title and a brief description. That’s it! Now, Add to Profile.

The next question is, “What should I put there?” That’s the easy part! We think an explainer video might be best, but here are some other options:

  • Explainer – Essentially a video that tells your potential clients a little about you.
  • Customer/Client Testimonials – Let your clients tell potential clients why they were happy working with you.
  • Product Demo – Show your potential customers something important or new about your product.
  • Service Demo – Show people what you do.

A couple of questions you might have after reading/watching this is “How long should my video be?” While you can click on the link to find out the answer to this, we can sum it up here with: that depends. A commercial is typically 15 or 30 seconds. While commercials are nice, they’re not your best option for LinkedIn. A 60 to 90 second video should do perfectly for LinkedIn because someone who has searched and found you will most likely want to spend a little time learning about you, and 60 to 90 seconds is adequate for that.

This is an example of an Explainer video:

Regardless of length, the key is to tell a story and make the viewer relate to you and your business. It’s very important to help the view understand why they need to hire you. Remember, you’ll be able to host your video on Vimeo or YouTube and embed it anywhere…including LinkedIn. Create one stellar video and use it everywhere! It builds your brand and it builds confidence in you.

If you have any questions, feel free to give us a call or post the question in the comments below.

The Three Types of Videos Your Business Must Have This Year!

Make 2017 a Video Year – Stay On Trend!

First of all, we know that video has made a HUGE stride in this past year. You can’t scroll through Facebook, LinkedIn, or a site like CNN without seeing ads with video. Having the right kind of video for that medium is critical. This article isn’t about that type of video; however, it is about the three most important videos you should have on your business website. When reading the three types below, think, “What does my prospective client want to know?” Then ask yourself, “Do these three videos answer their questions?” I’ll bet they do.

Company Overview Video

Almost two-thirds of all customers shopping online find a video about the company helpful in making a decision whether to buy from you or not. It can be simple or complex, but it needs to be there. Talk about your mission, why you exist, a founder’s story, or highlight a key employee. This makes your potential customer relate and want to get to know you more. Here’s an example.

Product / Service Demo Video

An informational video about your product or service can be extremely helpful. Is your service a little complicated? Does your product need some explaining? These are questions you can answer very quickly with a Product or Service Demo Video. Support that logic with a full 95% of those making purchases feel that a video is helpful while researching what they should buy.

Customer Testimonial Video

Prospective buyers don’t want to feel alone. In fact, they want to see and hear from those who have already purchased from you. Think about the last time you made a purchase on Amazon. Did you read the reviews? Most people do. In fact, most people who read the reviews also make decisions based on what they read in that section. Just remember, don’t promote…let your customer do the talking. Let your prospect connect with your current customer.

Extra Credit!

And, for extra credit, we’d recommend the video blog series. This is one you have to be ready to put some time into. There are two ways to approach it: (1) Do it yourself using your computer, audio, and desk lamp, or (2) Do it professionally, but cost effectively. We recommend that if you’re going to do this yourself, you do so in batches. If you want to create six video blogs to push out over the next several months, book a professional for a half day and shoot all six. Then, once they’re edited, you can release them like clockwork, something Google and your followers will like. Here’s an example of one of those video blogs now…

Source: Retrieved from http://bit.ly/1BAq9tX

If You’re a Nonprofit, Here’s How We Fit In

Nonprofits Are Essential To Our Communities. If You’re a Nonprofit, Here’s How We Fit In.

Every nonprofit has a story. Nonprofits usually fill a very serious need in our community; and one of the biggest challenges nonprofits face is the need for money. Money that helps the nonprofits satisfy the need and pay its employees. When we talk to Executive Directors of nonprofits, they share with us their frustration of telling the story effectively and efficiently so as to bring in as much money as needed to fill the gap. This is not an easy task.

Imagine if you could tell the story without having to sound like it’s been told a hundred times. What if the story could be told using the faces of those who benefited by the nonprofit? Wouldn’t that be the best way to tell the story? It would…In fact, a video can do exactly that.

The person(s) who benefited from the nonprofit would be the best person to tell the story. It’s a first person account of the difference the nonprofit made in their life. Without the nonprofit, where would they be? By having them tell your story, a possible donor can see the how their donation will help make a difference. Powerful stuff.

But, Plum Productions doesn’t just do the video; we help you reduce the cost of the video by working with your corporate sponsors. We all know companies that want to help their community, but they also want the community to know how much they impact their surrounding area. One way to work together is to let Plum Productions work with your Corporate Sponsor(s) to off-set the cost of your video.

A powerful, emotional video can bring in donations beyond expectations. We fit in because we want to tell the story. The story of how you, the nonprofit, helps our community. Below is a sample of just one of our nonprofits we’ve highlighted. Take a look…and try not to cry.

Why Your Trade Show Booth Needs a Video

Trade shows are tough, aren’t they?  So many vendors, so much noise; it can be hard to make your booth stand out.  In fact, we at Plum Productions just exhibited at our first trade show, and we learned a big lesson we’d like to share: video draws visitors to your trade show booth.  It’s true!  An eye-catching video makes it near impossible for someone to walk by without noticing you.  For the best impact, set up a flat screen TV, hook it into your laptop and place it on the table in front of your booth—not behind you.  In a pinch, you can play your video right off your laptop if you don’t have an extra TV handy.  Ours was so effective that we gained several new clients, one of them being a custom video for—you guessed it—an upcoming trade show! As great as trade shows are, you might approach a video for your booth differently than a video on your website.

  • First, chances are the room you’re in will be loud.  Narration on your video might get lost.  You’ll want to make sure your video includes “punch words” or short phrases about your business.  Remember, a trade show video isn’t going to get into the nitty gritty about your services. It just needs to get people to stop and talk to you.
  • Second, go for flash.  Bright colors and quick edits grab attention.
  • Lastly, keep it short.  Remember, it only takes a few seconds for someone to pass your booth.  Keep your video concentrated to the exact information you want a passerby to see.

You can check out the video we created for our new client and see a real life example of an effective trade show video.

Good Luck! If you need any help, let us know!

How Do I Create An Event Video?

Event Videos: Not Just For This Year Anymore!

Here’s a question we get frequently:  “We have an event coming up and would like you to record the event so we can use the video to promote next year’s event.”  To that, we respond, “Yes! But why wait!?!”

When we get this question, we often suggest that they don’t have to wait until next year to get that promotional video. Once we know a little about the event, we can create a video that piques interest. For example, if the event was targeting business owners that want to know how to use technology to help them in their businesses, how would you help them understand that before the event? You’d use a video like this:

The first 0:34 seconds is the promotional video followed by the actual event. In this case,  there were three messages that were important in this video: Where you should market your business (mobile), where you must list your business, and what are the helpful mobile apps helpful in business?  The top three reasons you must attend the event.

Marketing an event is important. It takes flyers, postcards, social media, and word-of-mouth…Add video to the mix to help people explain the upcoming event more clearly. When the video is added to the mix in social media (or through QR Codes on printed materials) you give people the method to share what the event is without losing the quality of the message. It’s like that old telephone game… you tell me, I tell someone else, they tell someone, and before long…the message isn’t the same. Video prevents this by maintaining the message and providing the platform needed to share quickly, efficiently, and effectively.

If you have an upcoming event and need a promotional video, let us know. We can certainly help you fill the event with interested people!