What Is An Instructional Video?

Instructional Video image, video production

What is an instructional video?

An instructional video is any video that shows the viewer how to do something or gain knowledge. It can be anything from showing a process in the physical world or using a software application to teach soft skills such as leadership, customer service, values, etc.

Instructional videos are the most engaging and cost effective way to implement systems within your organization!

Every business or organization has systems in place that allow their workforce to move the organization forward, and it doesn’t really matter which industry you serve. We all can agree that effective implementation of these systems are what make business or organizations successful. There are several ways systems and tasks can be taught within an organization. The most common way this happens is by learning from one member to another, by text or by Plums Production’s favorite: An instructional video.

Let’s dive into why instructional videos outperform verbal and text as a way of teaching systems within your organization:

Video versus Verbal

Each time a new member joins the team and you have one of your old members, most likely a higher paid employee, teach the new member the systems within your organization it requires the higher end pay employee to take time out of his/her productive day to go over all the systems and information with this new member, and what happens if the new member doesn’t get the message the first time. They have to go over everything one more time…which means more time and money spent not working in your business. Here is the worst case scenario: What happens if this experienced employee leaves? Do you have another team member that knows as much about your systems as they did? If not, will you be able to recover as quickly now without that experienced team member? To overcome this, Instructional videos can be played as many times as you like, they can show visually your work spaces, usage of tools, and most importantly they will live forever.

Video versus Text

There is really no competition when comparing text and video. In this digital landscape, video is shown to generate 1,200%  more shares than images and text combined, and in terms of engagement, the chances of capturing your viewer’s attention is much higher when video is used, as opposed to plain text. This is because video can be more entertaining and engaging, plus it can visually represent the message you are trying to convey.

For example: If you own a restaurant and want to explain to a new server the systems inside your restaurant, an instructional video can show visually how the buttons on the POS system look, can show where everything is, what are the values of your organization and how things should operate. Video just uses the combination of visual aesthetics and audio to represent more clearly the whole picture.

Here are a few tips from your Plum Productions team on how to create a compelling instructional video:

  • Define the goal of your instructional video: Who is it for and what benefits will it bring for your organization or to the individuals watching it?
  • Write everything down: When creating an instructional video, time is critical and it’s important to narrow down the information to exactly what the user needs. Recent studies have shown that the majority of viewers want informational and instructional videos to be less than 20 minutes, with a preference toward the 3-6 minute ranges. (Source). This means that you should make your video as long as it should be to get the job done properly, but as short as possible.
  • Stabilize: Keep your camera on a tripod for stability,
  • Audio: Use an audio recorder to capture audio cleanly.
  • Focus: Check your focus. We don’t want blurry shots!
  • B-Roll: Support what you are saying with animations or B roll. B-roll is simply secondary shots that support what is being said. These can help simplify complicated concepts and show visually what is being said, because there is no better way to explain what you are saying than to show it!

Are you ready to create a compelling instructional video? Here at Plum Productions we do instructional videos often and we are ready to help you! Let us know if you have any questions or want to find out more information.

Possible Instructional Video


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

How To Use Video and Video Marketing For Your Business in 2021

Social Video Generates More Views

Video Length

What Length (How Long) Should A Business Video Be?

How Long Should a Business Video Be, video camera and lens

How Long Should A Marketing Video Be?

We get this question a lot…”How long should a marketing video be? Especially for a business?” Most people think a video should either be short (15 to 30 seconds) or long (4 to 5 minutes). Both might be right; both might be wrong. Here are our thoughts.

The length of your video depends on your goals and objectives. Are you looking for leads? Are you looking for sales? Are you looking to inform? Bring them to a funnel? Provide education? There are several reasons videos are created, but not all perform the same and not all should be used for any given situation.

How Long for Informative Videos?

Video marketing is a bit science and art, so let’s first identify where you’re using the video. That’s going to drive content and length. For example, many popular videos on YouTube are longer videos. Longer videos are popular because they are providing information and viewers watch longer to learn more. Their content is giving the viewer information that they need or want (think How to Create Your First YouTube Video or How to Use Doodly). These online videos are informative and provide insights into something extremely specific. It has nothing to do with a viewer’s attention span because they want to know the information.

How Long for Facebook Videos?

On the other extreme are Facebook Videos and Instagram Stories. These tend to be shorter in length because they are more social in nature and typically more promotional. Instagram limits the length of your video, but most companies are finding that 30 seconds for an Instagram video is most effective. If someone is scrolling through Instagram, they’re usually doing it to relax or waste time while waiting somewhere. Ads can be effective, but you must get to the point quickly.

Facebook videos are remarkably similar to Instagram in that they’re being watched while relaxing or waiting somewhere. Also, like Instagram most of the time people are scrolling along on mute; therefore, when creating social media videos, it is important to incorporate graphic punch words like this below.

How Long for Corporate Video?

Video content used for the purpose of marketing tend to be 60 seconds to 2 minutes. Most of our clients tend to keep their videos around 90 seconds so that the overall message can be shared yet keep the length short enough to hold their attention. Long videos can perform if used properly. For example, an Explainer Video typically requires a little more time to illustrate how something works. But an About Us video typically requires less time and people typically won’t watch the entire video.

What About A Corporate Website Video?

For any video production project, we’ll want to know where the video is being placed. This usually drives length as well. We might recommend editing a variety of lengths to give you flexibility in where to use each. For example, videos for a corporate website should be 30 to 90 seconds…just long enough to make the viewer want to learn more or take action (call you or fill out a submission form).

How Long for Landing Page Videos?

If you have a landing page to sell a product or service, once again, these videos should be 30 to 60 seconds, less than a minute long. People are not watching these videos long because they want to hear your key message and decide to purchase or not. Typically, this happens within 10 to 15 seconds. Any video on a landing page should be placed high up on the page…above the fold so that viewers see it immediately and know what to do.

Email Marketing Campaigns

While these videos can be any length, think about who you’re sending this to and why they should watch any longer than they must. These are typically slightly longer because they’re sent with the intent to educate and inform…not to sell. Using the word “video” in your email title should help your open rate (just make sure there’s a video to play!)

Explainer Videos

Explainer videos are typically meant to help people understand your product or service and explain how to use it. If you want to do these, you’ll want to keep them between 60 and 90 seconds…and get to the point rather early (by about 30 seconds) so they can feel like they should keep watching.

What About Case Study Videos?

Depending on the content, these videos can be 5 to 10 minutes, but can also be made into shorter chunks to make them easier to consume. We’ve seen long form versions perform well and short form videos of this type perform well. If it’s more complex, we recommend shorter chunks.

And for About Us Videos?

This is a video that can vary a little too. If you sell something that needs to earn trust before you make the sale, a longer video might be appropriate. That might mean it runs 3 or 4 minutes. This gives the viewer some time to consume and make some trust-level decisions. If they like you and your team and your culture, they’ll call you. These videos are typically about your culture, your team, and who you’re trying to attract to your team.

What about Interview Videos?

Interview videos are typically informative and internal (or sent to a specific audience). They provide insights into the company and what he or she is working on to achieve objectives. We would recommend lengths of 5 to 10 minutes, depending on how engaging the topic is. Please don’t make people sit through something they don’t need to know. 🙂

Thought Leadership Videos

If the leaders of your organization want to stand out from the crowd as a thought leader, this video is ideal. Think TED talk or presentation style video. The speaker doesn’t have to be on stage, but the concept is similar. This content should be used for industry presentations or other relevant situations. These are typically 10 to 20 minutes in length, depending on the complexity or needs.

Video Reviews/Testimonial Videos

Have your customers/clients tell your prospects how good you are. These are highly effective for a landing page (under your main video or interspersed into the main video). Prospects often need validation to their decision. They need to know they’re making the right decision and don’t want to feel alone. This is a highly effective way to do that. These typically are short (30 to 60 seconds) and can be combined into a longer piece if needed. You can also use these in email campaigns after someone has hit a landing page but has not purchased.

We hope this post helps you decide what length your video should be based on where you are using it and what your objectives are. If you have any questions, please reach out and we can answer them.

 

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Best Restaurant Video Ideas

Best Restaurant Video Ideas - drinks

You’re here because you likely asked yourself how to create a restaurant video or should I create a restaurant video.

In the restaurant business, there are essentially four ways to increase your sales:

Restaurant Video Idea for New Trial

Marketing activities related to new trial are used to acquire new customers. One way to get new customers is through referrals or recommendations. Getting a recommendation from a friend is one of the top ways to increase new trials. So how does video fit into this? Consider this:

One way is to send an email campaign to your current customers asking them if they like the restaurant enough to share their experience with their friends. The location should craft a message (let us know if you need help) that informs the viewer what it is they should do to share their experience. Is it do a review on Google or Yelp or TripAdvisor? Is it forward this message to a friend? There are several more, but you get the point.

Ask your customers to create their own video or photo and post it to your social media page (you’ll be monitoring, of course). Ask them to tag their friend when they do. If the friend shows up at the restaurant, ask them to show you the video and their name…give them a special price, dish, or drink. You’ll get the whole town talking about you.

Restaurant Video Idea for Building Frequency

Now it’s time to get them back in the door. Your image and reputation are critical. Before you can expect someone to return, it is important that the dining room, the kitchen, and the bar all performed to the expectation of your customer. Before they leave, you probably already asked them what they would have improved about their experience. This is important later, in your marketing materials, because you’ll want to focus your message on the things people were positive about while you work to improve items that detracted from their experience.

If you’re a large scale operation, it can be tough to get good feedback. It is critical to get email addresses from your customers to answer a survey. Keep it simple. Add a layer to this tactic by creating a video with a message of, “We want to know what you thought of us… and please be honest” can significantly increase the likelihood of getting the survey filled out. Make sure you ask about their food and beverage experience individually and collectively. Try to keep the survey to less than 2 minutes to fill out.

Incredible customer service always brings them back. Consider a quick service restaurant where each meal is made to order. What if you noticed a person coming back after their first time. The staff should recognize this, thank them for returning and ask them if they’d like to try the same meal they did yesterday with the same toppings…and list them. You’d have to jot notes down the day or two before when they came in but if you rattled off their favorite toppings before they ordered, they’d be impressed! That’s full service for your customer!

Restaurant Video Idea for Increasing the Check Size

Create a secret menu only the staff knows about. This menu should contain a drink, side, or topping that matches the flavor profile (and costs a little extra). Every dollar counts in the restaurant business, and by suggesting a drink or side dish because they taste so good together, the average check size increases.

Enter video. Your advertising should match that concept. we’ve never seen a restaurant commercial with a single item focus…there’s always a matching side dish or drink. Need help creating the right flavor profile and video? We can help you there too!

Restaurant Video Idea for Increasing the Party Size

Technically, you’re in the entertainment industry. So you should be the place to bring friends. Encourage it often…with every couple or group of four: “Please bring your friends next time.” Perhaps it’s a coupon that is for parties of 6 or more or it’s an advertisement that suggests that parties of six or more “Have more fun and get a free appetizer to get you started!” The ideas are limitless when it comes to how to increase the party size and every one of them can be supported by a video.

When it is time to ramp up the sales after we’ve come out of quarantine, let us know which area you’d like to focus on and we’ll help you get it done with video.

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Image by bridgesward from Pixabay

How to Generate Sales Leads with Video

sales, handshake

Investing in video may or may not be a difficult decision. Some think of video as a tool in a larger process to help prospects work their way to a purchase. Others think of video as a line item expense that must have a return on the investment. Both are technically correct, but which one you are can determine if you view video as a good thing or simply an expense (therefore a waste of time and money). In this post, we’ll consider both and how to use video to generate sales leads.

Video as a Tool

If you view video as a tool, you’re probably one step ahead of your competition already. You know that it is necessary to make a solid connection with your prospect and may even know how to use video to guide them through the process. While you might still consider video production a line item on the P&L, you also recognize there isn’t always a direct correlation between watching a video and making a purchase, except in certain circumstances. For example, product videos on product pages have been tested and found to have a strong correlation to purchase intent and making a purchase (source: https://www.emerald.com/insight/content/doi/10.1108/EJM-11-2016-0619/full/html). Those who believe video is a tool in a greater process of marketing also understand that it is more difficult to measure the impact of a video advertisement when use as a YouTube ad or on broadcast television. It’s difficult because the viewer can’t be directly tracked when they call (except by some savvy video marketers who do it right by using specific phone numbers in their videos, etc.). What video does is reinforces the several other tools being used to get a potential buyer to heed a call to action and make the call.

Video as an Expense

On the other hand, if you believe that video is simply an expense and must have an ROI, you feel like every dollar spent must retrieve a multiple in return. This is a great way to ensure success, but it can also be a difficult way to grow a business. When we grew as a company, we knew we had to invest in some high-quality equipment. We borrowed a little money and invested it into a high-quality 4K camera and other equipment. While this was difficult to do at the time and it showed no direct return on investment; however, it has provided us with high-quality footage that helps us stand apart from our competitor…thus nudging the prospect one step closer to giving us a call. Is there a direct correlation? No, but that camera has made Plum successful and allowed us to grow. This is something that is difficult to measure. The same goes with video content.

How to Use Video to Generate Sales Leads

The ultimate goal of generating sales leads is obtaining contact information (such as an email address), bringing a buyer to a landing page, and bringing the prospect to the sales team. While you can achieve this via text-based pages, the conversion rate may not be as high as a highly interactive or engaging lead generation process. By creating video, you will begin the prospect on a journey to discovering their needs and ultimately giving you (or someone else) a call. The next question might be, “What video do I need to create?” Whether it’s a YouTube video, a video for your website, or a video series, it must be interactive. Let’s explore the types of video you should consider for your business. Below are the types of issues you might be trying to resolve along with the type of video that will help you illustrate that you can solve it.

Trust and Confidence. Typically, people or businesses trying to build trust and confidence are the professional services field. These individuals are trying to illustrate how they can achieve goals for their clients and want to do so with a high level of authenticity. Videos that can capture the individual’s genuine personality are videos like Testimonial, About Us, and Meet Me videos. These videos usually include the person or people involved in the process achieving the client’s goals. They introduce the viewer to the people involved, explain what they bring to the job that’s special, highlight experience and credentials, and include personal details to help the viewer feel comfortable and connected.

Establishing Credibility. If you’re trying to accomplish this, you’ll want to explain why you’re covering the topic, talk to the viewer, and leave them wanting more. This type of video is typically a case study video, explainer video, product demo video, or advice video blog.

Product Explanation. A product or service that is a little more complex and requires some more detail typically needs a product demonstration video. These videos typically explain why the product exists, highlight specific components of the product, and show the end result or effectiveness of the product. These videos can be highly effective the more complex the product or service.

Recruitment. If you’re trying to recruit more and better talent to the organization, you might try a Culture video or a Position Profile video. A culture video will provide the viewer with a strong sense of what it’s like to work at the company. The position profile video is like combining a job description and job posting while showing some of the important elements of the job. Be very explicit that you are hiring and be sure to include specific details about benefits. Most of all, make it fun! Lastly, these get the best results when shared via social networks and social media. You might even be able to create this using some existing video you already have!

If you have any questions or comments, please reach out to us! We’d be happy to answer any questions!

Best Video Production Trends That Will Carry Into 2020

YouTube icon on iPad

Video has made a huge impact in the marketing world. In fact, video is oftentimes mentioned as one of the fastest growing categories in marketing. Many say that video is growing at an incredible rate and the number of hours being watch is astounding. We take issue with some of this. We take issue that video is growing so fast. We concede that video is growing rapidly, but we also believe companies like Netflix, YouTube, and Amazon are driving the viewership and hours watched. When it comes to productive business video and video marketing, the number of hours has increased, but we don’t believe it’s as quickly as the overall video world. There are several components that drive video interactivity, and that’s what business owners want. Getting people to watch the video is one thing, getting people to act is another. In this post, we’ll share with you the top 4 Video Trends that any business should be keenly aware of before 2020.

If you asked what some of the video trends would be two years ago, you would have heard stuff like 3D video or 360-degree video or Virtual Reality video. All those types of videos have a place, but they certainly weren’t the trend for the year 2018, 2019, and probably won’t be for 2020. If you want to be on the cutting edge of trends related to video, you can get very experimental, but it’ll be tough to get a high (or mediocre) return on that investment. That starts by understanding what is important when measuring ROI. Is it search results on any one of the search engines? Or is it calls or orders? Whether the business is a product or service business, it doesn’t matter…video content can help. By varying the marketing campaign slightly, one can get slightly different results. The key is to have some online video because there is online activity happening 24 hours a day.

Marketing agencies will push you to build the brand according to the marketing strategy…and this is critical and why stuff like 3D video or 360-degree video is just hype and cool stuff…but not necessarily for you. That type of video typically needs a lot of planning, a larger budget and more time to get the perfect video. The issue at hand is on the consumption side of the equation. How do people view a 3D video if they don’t have a 3D television? Or how does one view a Virtual Reality video if they don’t have the headset? That’s why we don’t think it’s the right tool for most businesses.

The reality is people are using all kinds of methods to access answers to their questions, including voice search and artificial intelligence. Most digital marketing agencies will tell you that you must have all the bases covered by having digital pieces that support stuff like voice search and the like. For a small business, a medium sized business or a large business, it’s tough to know how to exactly create brand awareness or to have a budget for stuff you don’t know will be worth the investment until much later. More so, even the largest of companies that invest in these types of videos are finding that it’s tough to measure whether it’s worth the work and the investment. Typically, they’ll use one of those videos to get some chatter or shares online. Does that convert to new sales? Probably not.

What are the best video trends to follow for success?

With the above in mind, what are the marketing trends and the video trends that will provide the best results to the most amount of businesses? Here’s our list:

Explainer Videos. This may seem to be elementary and unexpected when talking about trends, the explainer video does several things for the business. It provides transparency for the viewer that helps them feel a level of comfort to take action. Businesses that provide a level of frankness in their messaging can provide a disarming feeling and a sense of integrity. For example, in this video below, the viewer gets a sense that the company can deliver what it promises with it’s Primula cold brew coffee carafe. Want one after you’ve watched this video? Click the link!

 

Bite-Sized Videos. Our potential clients typically ask us how long their video should be and then blurt out that they think it should be short. While that may be the case, it’s not always the case. Sometimes longer videos are better. For example, a long video might be helpful when its answering a question, explaining something complex, or providing better insights into who or what something is. Think of these types of videos as a silent level of customer service. But, shorter video can be highly effective when used appropriately. We find shorter videos are more productive when used in marketing materials and social media. No one wants to watch a long video that sells to the viewer; therefore, keep a sales message video a little shorter than you think. Below, this video is shorter (relatively speaking) but allows the viewer enough time to understand how and what the product is and does.

 

Product Videos. Product videos will most likely never go out of style. These videos help the viewer understand what the product does and how it solves a problem without having to purchase it. Once the viewer understands, they can make a will informed decision to purchase it. We’ve heard from many sources (such as from Impact Learning Center & HubSpot’s Importance of Product Videos for E-Commerce, and there’s more) that video increases product conversion to sales by an incredible amount. This happens because of the educational and informational way that product videos will present the product.

Story Videos/TV Style Videos. This type of video is one that feels like a television show and not a sales tool. For business, the three videos above are important, but they also are very promotional in nature. That can be good and can create results, but sometimes at the cost of irritating the viewer because they must sit through the promotional nature of the video. A trend we’re noticing with our clients is the acceptance of slightly longer videos that tell a story. For example, the video below shows the viewer what is about to happen and the challenges they may face. It provides a little conflict to the story. Then, we do a mid-point check in. This allows the viewer to see the project complexity and the challenges first hand. Ever wonder what your contractor would be doing during your project? This gives a glimpse into the construction world and what a high-quality construction contractor would be doing. Finally, the reveal. Here’s what the contractor did to complete project and how the project turned out. Obviously, the concept showed how the complexity was overcome by the competent team. This company was able to boast and show how they completed a difficult task. Who would you call after viewing this if you were a restaurant?

 

Another example of this type of video is the ChairSpeaker video. This video shows (in a slightly comical and relatable way) how those who have lost their hearing often times feel left out of conversations when they try to watch television with a headset that helps them hear. The ChairSpeaker solves this problem by providing a product that helps the hearing impaired stay engaged in conversation while still being able to watch and listen to television (just like everyone else).

 

SEO Videos. SEO videos are used to help improve search engine optimization while answering questions the viewer wants to know. These videos are typically topical in nature and typically answer a question that someone has typed into Google or Bing. For example, this attorney answers why Uninsured Motorist insurance is important to anyone who owns a car and drives on the roadway. The purpose of the video is to answer the question and to serve as an indicator to Google what their website is all about. We also might recommend doing some additional live videos with a mobile phone and answering questions with viewers on Facebook or YouTube. This serves the same purpose, only on those social media sites. Google and the like love content. Anytime a business website can provide more content it gets rewarded.

While this may sound like a boring list and one that doesn’t include the coolest, latest and greatest technology, it does include video options that will create a return on your investment (if used properly). One of the biggest changes we are seeing in the industry is the use of videos that feel like a television show and not a sales tool. This is nothing new, but we’re seeing it used more and more… and we think that’s a good thing. It requires a little more flexibility and planning, but if done correctly, it can provide the viewer with an experience that is much different than the typical sales piece. We will always go back to the point of how it is used. One of the ways we recommend using that type of video is prior to the call. Let the prospect find the video and understand who you are in a different light; thus connecting with your purpose and style before the call. This goes a long way to create an emotional bond prior to making the phone call.

If you have any questions or would like to discuss some possible video ideas for you and your business, give us a call or drop us a line via our contact us form. We’d love to find a creative way to make your business stand out from your competitors and get more business!

How to Convert Shoppers to Buyers Using Video

ChairSpeaker image

In this article, we’ll discuss how you might convert shoppers from , “I’m just looking” to “I’ll buy it!” We’ll talk about whether video does convert shoppers to higher sales or not, types of videos you might consider creating for products, and some of the strategies you might want to consider before starting. (An approximately 6 minute read)

Imagine you’re selling your product or service on your website. The visitor wants to buy, but instead decides to abandon the cart, leaving you without a sale. Why did they abandon the sale and what could have converted them to buy? These are questions every marketer will ponder at one time or another. There are several factors that can convert a shopper into a buyer, and one of which may be video.

Convert Shoppers to Buyers

Several of our clients have told us that the conversion rate of products they are selling on their website or on other retailing sites (like Amazon.com, etc.) have a significant increase in sales if the product listing includes a video. They have also shared with us that when an online video is watched at the point of potential purchase, the odds of a sale increase dramatically. They tell us that visitors who watch product videos are more educated and better informed about the product so they can be a more informed buyer.

If you sell products, you might wonder what type of video will help increase your odds of a buy at the point of purchase. Let’s discuss a few video options that may be useful in increasing conversion rates. These types of video can work if used by a small business or big business, and anything in between.

  • How It’s Made. People want to know how something is made, and more importantly, they love to watch it happen. How many times have you been intrigued by a video illustrating the manufacturing process?
  • Durability Test Video. This type of video shows the consumer how well a product will stand up to abuse over time. This might be a good one to place on your product page to increase purchases, particularly with those buyers who are concerned about whether the product is sturdy enough for them.
  • Location Tour. This type of video will incorporate the product in a space that it would be expected to be found. For example, a door manufacturing company like Dayoris Doors might want to create a video that shows design elements that fit into a specific type of room. By showing the fashionable side of the product, buyers are more likely to make a high-end purchase.
  • How to. Some products simply need some instruction. Whether it’s a how to assemble, how to use, or how to wash/maintain/store…the list goes on. These types of videos can apply to single products, multiple products, or entire product lines.
  • Competing Products. If you ever want to show how one product compares to another, this might be a good way to do it. Just make sure you’re following the legal protocol before you make too many claims.
  • The Reveal. Some products warrant a reveal video…like technology products or fashion products. Imagine your business fans wanting to know more about an upcoming product line that you’re about to release. Now might be a good time to create and post a Reveal Video.

Whichever video you choose, make sure people are watching a video that you have created and tells the viewer what you want them to learn and know. Video Marketing is a powerful tool to use when moving product, and many business owners have told us that they’ve been happy with the effects of video on product sales.

Once you’ve identified what type of video you’d like to create, you might want to consider the video strategy you want to use to convert visitors into buyers with your video. Video can potential buyers to paying buyers by using a few strategies.

You have seconds to get the viewer engaged and interested. Once they’ve passed that point, they will either finish the video or make a decision to leave it.

You want to make sure you’re in the crowd that keeps the viewer engaged. There are few things to consider when creating engaging video. First, how ‘salesy’ do you want your video to be? That was a trick question. If you’re looking to have engaging content, ‘salesy’ is not the way to go. People do not want to be sold to, they want to be educated and guided to the right decision (whether that’s to buy or decide not to buy). You might also be surprised that sales videos typically need to be short to get the point across and move on. BUT, an educational video might end up being longer and more engaging… these videos are typically longer than the traditional 30 seconds. They tend to last 2, 3, even 5 minutes (depending on how engaging it is). Longer videos also get shared more, leading to a reinforced brand and improved word-of-mouth marketing.

Here’s an example of a longer video that has a little more story to it.

Creating longer videos can be tricky, but we love to come up with some awesome content ideas that you’ll be able to share and have shared. Contact us if you’d like some ideas!

 

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Stock Video vs Company-Captured Video, Which is Better?

Stock Video vs Company-Captured video? Plum Productions

Stock Video vs. Company-Captured Video: Which Is Better?

Video is a powerful tool for businesses of all sizes. It can be used to tell stories, educate customers, and promote products or services. But creating high-quality video can be expensive and time-consuming. Supporting b-roll shots can make or break a video…so which is better? Stock Video or Company-Captured Video?

Stock video is pre-shot footage that can be purchased and used in your own videos. It’s a great way to save time and money on video production. However, there are some drawbacks to using stock video. For one, it can be difficult to find footage that perfectly matches your needs. Additionally, stock video can sometimes look generic and impersonal.

If you’re looking for a more unique and personal video, you may want to consider capturing your own footage. This option will give you more control over the look and feel of your video. However, it will also require more time and effort on your part.

So, which is better: stock video or company-captured video? The answer depends on your specific needs and budget. If you’re looking for a quick and easy way to create high-quality video, stock video is a great option. However, if you need a more unique and personal video, you may want to consider capturing your own footage.

Here is a more detailed comparison of stock video and company-captured video:

Stock Video

  • Pros:
    • Inexpensive – Stock video is typically much less expensive than hiring a videographer or film crew to shoot original footage. This can save you a significant amount of money, especially if you need a lot of footage.
    • Quick and easy to use – Stock video is typically very easy to use. You can usually find the footage you need with a quick search, and you can usually download it and start using it right away. This is a great option if you need to create a video quickly, such as for a marketing campaign or a website launch.
    • Wide variety of footage to choose from – There is a wide variety of stock video available, so you can find footage that perfectly matches your needs. Whether you need footage of people, places, or things, you’re sure to find it in a stock video library.
  • Cons:
    • Can be difficult to find footage that perfectly matches your needs – There are a lot of stock video libraries out there, but not all of them have the footage you need. If you have specific requirements for your video, it may take some time to find the perfect footage.
    • Footage can sometimes look generic and impersonal – Stock video is often used by many different people, so it can sometimes look generic and impersonal. If you want your video to stand out, you may want to consider creating your own footage.
    • You may not have the rights to use the footage in certain ways – When you purchase stock video, you are typically only granted the right to use it in a certain way. For example, you may not be able to use the footage in a commercial or for broadcast. It is important to read the licensing agreement carefully before you purchase any stock video.

Woman at desk

Company-Captured Video

  • Pros:
    • You have complete control over the look and feel of the video – When you capture your own footage, you have complete control over the look and feel of the video. You can choose the location, the time of day, the camera angles, and the editing style. This gives you the flexibility to create a video that perfectly matches your brand and your message.
    • You can use the footage in any way you want – When you purchase stock video, you are typically only granted the right to use it in a certain way. For example, you may not be able to use the footage in a commercial or for broadcast. However, when you capture your own footage, you can use it in any way you want. This gives you the freedom to use the footage in a variety of marketing and promotional materials.
    • Footage can be more unique and personal – When you capture your own footage, you can capture the unique personality of your company and your team. This can make your videos more engaging and relatable to your audience.
  • Cons:
    • Can be expensive – Capturing your own footage can be expensive, especially if you need to hire a professional videographer and use high-quality equipment.
    • Time-consuming to produce – Capturing and editing your own footage can be time-consuming, especially if you are not experienced in video production.
    • Requires specialized equipment and skills – Capturing high-quality video requires specialized equipment and skills. If you don’t have the time or the skills to shoot your own video, you may need to hire a professional videographer. That’s where we come in!

Ultimately, the best choice for you will depend on your specific needs and budget. If you’re on a tight budget and need a quick and easy way to create high-quality video, stock video is a great option. However, if you have the time and money to invest in creating your own footage, you may be able to produce a more unique and personal video that will better connect with your audience.

Overall, company-captured video is a great option for businesses that want to create high-quality, unique, and personal videos. It gives you the flexibility and control to create videos that perfectly match your brand and your message.

To keep your video in budget, we recommend that you plan your shoot in advance. This is something that we help with on every project. In fact, we require it. By planning appropriately, we make sure we are spending less time editing and more time being creative with what we captured. Creativity during the edit is where the magic happens, so we always want to have a plan when we shoot.

By the way, if you’re not sure what to do or how to do something along the way, ask! You control what happens. Our job is to make it look even better!

 

Related Articles:

How to Prepare Your Office for a Video Shoot

How to Harness Video for Business

What is Corporate Video Production?

How to Choose the Best Video Production Company

stamp stating best quality

How To Choose The Best Quality Video Production Company

Now that you’ve decided to add video to your digital marketing strategy, how do you choose the best company to work with? Do you employ the same tactics you do with other vendors, such as putting out an RFP, waiting for everyone to bid, interview all the ones that look the best, and then decide which one to use? That depends on whether you’re looking for a vendor or a partner.

Our clients have told us they’re looking for a partner to help them improve their video game or they want someone from the outside to help them identify opportunities to sell more of their product or services. If you treat them as a vendor, will you get the best out of them? If you’re looking for the best video production company, you’ll want to do some research and find an awesome partner. Here’s what we recommend.

Traits of a Great Video Production Company

  • Good Fit. If you’re looking for a fit within your company, you’ll want to consider your culture and ask questions related to you company’s way of doing things. If you work in a top down organization, you’ll need a vendor. If you work in a collaborative environment, you’ll need to find a solid partner who can fit in and who doesn’t think they’re more important than you. Choosing the right video production company is more than just the selection, it’s also about the fit.
  • Don’t Get Dazzled. While you are looking at their work, you may come across their demo reel. When you do, don’t get too dazzled by cool graphics and animations that you’ve never seen before. Chances are they’re templates they’ve inserted. Yes they’re cool, but did the production team identify the target audience and market to the needs of the potential clients? Did the video perform? If all you see is their demo reel, you may not know what any of those finished projects actually looked like in the end. They might just be the best parts of a poor performing video.
  • Recently Produced Videos. When you choose a video production company, dig into their previous work. Video companies are usually working hard to create quality videos, but they are sometimes not the best at posting current stuff. If you don’t see any recent work, check out their Vimeo page because that’s where they probably posted the most recent stuff. The other area to check out is their social media pages. If they’re a full service video company, they’ll have stuff posted there too. Here’s a link to Plum’s most recent work and you can always look at our portfolio.
  • Get A Few Quotes. When compiling your list of video production companies to create your corporate video, you’ll get a few quotes. One thing we’ve learned is that pricing can vary dramatically. One time we found out a client posted a job on a website to get quotes. Without talking to 80% of the companies who responded, they said they had quotes from $850 to $21,500…for the same job! How is that possible? We don’t know. We just recommend that you consider the value for the price your being quoted.
  • Value. This is simply an area of “You Get What You Pay For.” If your budget is $850, you’ll be able to find someone who wants to do it for that. They may be brand new in the business, but they’re hungry to build their portfolio. On the other hand, if your budget is $21,500, you’ll be able to find someone to do it for that as well. Your expectations will be high, so make sure they can handle what you’re giving them. Professionals who require a larger investment are able to command that because they are confident in their results and will be able to make your video a success.

Regardless of your project, finding the right video production company will be the key to your video’s success. The time you invest to finding the right one is critical and we recommend using the ideas above to find the right one for you. Obviously we can answer any questions you have, but we also may not be the right one for you…only you can decide that (and we promise we won’t be offended if you tell us we’re not the right one). If you’ve never done video before, you might want to read some of our other blog posts to help you learn as much about the process and critical factors to a successful marketing video production process.

Steps to Successful Video Production

Successful Video Production steps

Here’s a step by step list of how a successful video production process works and why you shouldn’t be afraid of it. Many people think that corporate video production is a big, scary process the requires a lot of people and a lot of resources. It might, but it doesn’t always need to be that complicated. Most potential clients we speak to are a little apprehensive about shooting video…they have a lot of questions, like: How long does it take? Who should be on camera? How much does it cost? But most of all, they want to know what it takes to get their video.

Steps to a Successful Video Production

To make it simple, we’ve boiled down the most important steps to creating a successful video production process. We’ve broken down the process into simple bite sized pieces. Ready? Here they are:

Pre-Production

1. Goals

First, before you begin, you have to have some objective. To do video without a goal or objective, you’re doing yourself a disservice. What are you trying to accomplish, in what amount of time? Is this realistically possible? If you’re not sure where to start, we can help, but most clients want to measure views, calls, or purchases when they create video. Whichever your goal, share that with your video production company and use that in the next step.

2. Know The Audience

Who are you trying to reach and why are you trying to reach them? Your video should be engaging to the exact audience you’re trying to reach, so knowing who they are is a critical start. Do your research and identify your target audience, their needs, wants and desires. Know what they like and how they like to get it. This will help you craft your message in precisely the way they like to receive it. You might want to consider creating a target audience persona (or personas). By creating personas, you’ll know how to speak to them in their preferred method of communication. If your product or service solves a problem they face, make sure your message reflects that and speaks directly to the issues they face.

3. Create a Script

Whether you write the script or the video production company writes the script, make sure you have a solid, well-thought out script that will make the shoot easier. When we talk about script, we’re not just talking about the words being spoken on camera, but also the visuals…what will be seen on screen…a shot list of sorts. By spelling out what is being said and what is being shown, your video crew will know what they must capture to create the perfect video for you. Again, this should also incorporate the first two steps above (knowing your audience and what goals you’re measuring). Remember, the script should be engaging and/or thought provoking so the viewer will take action once they’ve finished watching.

4. Have a Placement Strategy

Plan ahead of the shoot by knowing where you’ll be placing the video(s). If you’re just placing them on YouTube, how will you get them to be suggested or referred or shared? People won’t just do it because you’ve put it out there, you need a bit of a plan. That might include using ads, setting up the YouTube channel properly, publishing consistently, and several other things. Have your plan no matter which platform you’ll use.

5. Develop the Idea Further

Once you’ve crafted the script and started planning placement, you might need to develop the concept/script a little further. If you’ve identified one platform that will outperform over the others, does the script you created make sense or does it need some fine-tuning? It might or it might not. This is the time to revise and solidify.

6. Plan and Schedule the Shoot

During this step, several “mini” steps must happen. Your production crew should scout the location (virtually or in person). By scouting the location, they will mentally be able to identify where various shots will be set up, how they’ll set it up, and where they can stage their equipment while shooting or where hair and makeup can be set up.

Also in this step might be casting talent. If you’re using talent in your video, you’ll want options to choose from, and this is where we provide them. You’ll want to select the individual who best represents your brand.

Are permits or licenses necessary? If they are, this is when you’ll submit and get approvals. Allow sufficient time to get these if the production is larger or if you need to work with multiple agencies or locations.

Backup plans are critical at this point. When planning for a shoot, ask the production company what things can go wrong and how to have a backup plan to mitigate those issues.

Finally, the production company should be creating and delivering a call sheet. The call sheet will inform all parties (crew, client, staff, location, etc.) when everything will be happening. It’s basically a schedule for the day(s) with all the information need to communicate and know who will be where and when.

Production

7. Shoot/Capture the Raw Video

If you’re creating a corporate video, you’ll want someone on-set to ensure all the important pieces are captured and that everything is visually on brand. That person (or persons) may also need to wrangle the next person on camera so they’re prepared and in place on time and on schedule. During this part of the production you’ll notice the crew following the plan. You’ll notice when the crew is ahead or behind schedule and you’ll know if things are going perfect or if there’s an adjustment that will need to be made. Sometimes one person who can’t get the words out on camera can put the crew a little behind, but a seasoned crew will make sure that even when that happens they stay on schedule and on plan. If the crew is seasoned you should have a high level of confidence in their abilities once you see them execute the plan.

Post Production

8. Editing

Once the shoot is complete, you should have a rough idea from the crew when the first version of your video will be delivered. If you have a seasoned editor, most corporate videos require between a week to two weeks to see your first version. Variability in this may happen if the video is longer than a couple of minutes or branding materials aren’t delivered quickly to the production team (editor). The editor will need high-resolution logos and other similar materials related to the video (something they may have asked for prior to the shoot).

Good editing will be based on good planning…which is why we recommend the plan be finalized before shooting every time…no matter how many times you’ve done this. While every video production company is different, most will allow around two rounds of revision after receiving your first version. If you’re editing more than one video, a good editor will also recommend providing you with one of the videos first to get any revisions you might have and then apply all those revisions to the rest of the videos to streamline the editing process for you and for them. For example, if you didn’t like the color of the font they used and you provide that feedback, the rest of the videos you’ll receive will already contain those revisions…saving you time.

Your editor will also incorporate 2D graphics, 3D Animation, music, and any professional narration at this point. Graphics and animation should make sense for the video. Adding them to wow you isn’t working with your strategy we started with, so it should make sense if the graphics or animation is added.

Music should also reflect the mood and tone of the video. If the music is upbeat, but the person on camera is talking about the problems the viewer is facing, something will feel wrong by the viewer… making it less likely they will take the next measurable step (think about your goals).

It is also at this point that any professional narration that was recorded is tracked to the video. Typically a good editor will time verbal statements with music, changes in mood, and visual elements to make the finished piece emotionally connected.

9. Delivery

Once you’ve provided all the feedback and it’s been edited to your satisfaction, you should receive a download link from the production company so you can place your video where you would like to place it. You might place it on: your website, YouTube channel, social media sites, Vimeo, Wistia, or a few other places that will help you monitor and analyze your results. You’ll want to make sure you place it in a place that allows you to fully control, own, and monitor all the analytics. Without that, you won’t know if you’re successful or not.

10. Distribute Your Video

Not everyone distributes video the same way, so we’ll provide a few options here, but know there are always more. You might: use social media, email campaigns, coordinate with influencers in your space, use a PR firm to distribute your video, use the video in online video ads, place the video on broadcast television or cable, or use SEO tactics on your website to funnel viewers to a landing page to watch the video. One isn’t necessarily better than the other but understanding your strategy and knowing your goals will help you decide where to distribute/place your video.

We hope this helps you better understand the steps it takes to create a corporate video and why each step is important to the overall project. The next thing you might want to do is consider reading:

6 Qualities To Look For In A Video Production Company

Why Do Production Companies Quote Different Rates for the Same Project?

Video Production Process

4 Video Production Services Businesses Should Use

4 Video Production Services for any video shoot (with lights and camera)

What Are The 4 Video Production Services Every Business Should Use?

By now most everyone realizes that video is a major tool for businesses to use in their marketing, sales, training, and operations. We’ve been told that video is more valuable than ever because it can be used on several platforms, in several locations, simultaneously. It can also be accessed on several types of devices, like phones, computers, iPads, etc. So, what are the most important video production services you could maximize to improve your video marketing strategy? Here are the top 4 video production services you might want to consider hiring out for your video projects.

1. Production Strategy

First, it’s important to understand why you’re creating video. If you’re creating video because everyone else is, but don’t have a strategy for using it, we think you’ll be doing yourself a disservice. At this point, you’ll want to think about where you’ll be placing your video. Will it be social media? Will it be a stand alone web video on your site? Having video is only half the battle, using video to its maximum potential can help you win the battle. Imagine placing a video somewhere that your potential clients will see. What would happen? Now imagine if you placed the finished product where your ideal clients will never see. Big difference! You may want to say, “No kidding!” but we’ve seen it too many times where a potential client wants to make a video without a strategic plan on how they’ll use it effectively and return on their investment of time and money.

image of storyboard drawing

2. Planning

While some call this producing, we refer to it as planning or pre production. Whether you’re creating a real estate video, an explainer video, or a high-quality commercial production, this is probably the most important task to achieving a successful video campaign. Through proper planning, you and the production team will be more effective with time, finances, and any manpower involved in the process. Planning and pre production includes tasks like: crafting a strategic script, identifying a location, creating a plan for the day of the shoot, lining up talent (appropriate for your potential viewers and overall branding guidelines), finalizing scripts, and all the other little pieces that line up to make a successful shoot. With a shot list based on the script in hand, you can ensure a solid shoot day.

image of planning

3. The Shoot

People often tell us that shooting this should only take 15 minutes…after all, the script is only 60-seconds long. While some of it may take 15 minutes, there are several other things that go into capturing the shot perfectly. Lighting, audio, angles, … the list goes on and on. Most people don’t realize that video production deals in the science of millimeters. Move the camera left, right, up or down on any given shot and you might capture a reflection in a mirror or a coffee cup left behind by the person on camera. It always takes a longer than expected to get the right shot. If you’re not after quality, then it usually doesn’t take too long to capture, but most clients want it done right the first time. That can be the difference between a professional video and an amateur video.

When working with any video production company, during the shoot, you’ll also see a variety of people involved: camera operator, producers, directors, production assistants, lighting and/or audio assistants, hair and/or makeup artists, wardrobe stylists, etc. For every shoot, the script dictates who is needed and for how long. If you’re working with a professional team, you’ll see them working together seamlessly to ensure the right shot is captured perfectly.

Photo from a Plum Productions Shoot

4. Editing

Sometimes called production and post production, this is where most people and most videographers don’t like to spend time. It’s the least fun. Not for us! We feel like a solid, well-executed plan and well-executed shoot make the editing process go smooth. This part is one of the final steps to the video production process, and one of the most common need by businesses. When video is captured, it can be edited in several different ways. While we always work to the plan we agreed to, we know that sometimes soundbites can lead to additional videos that will enhance the branding message. Our recommendation is to think about all the potential uses and potential videos you’d like to edit prior to the shoot so you can get all the footage you need in the shoot time allotted. Once you have that footage, it can be sliced and diced into several different types of videos…all with the same look and feel to fit into the brand, including any motion graphics elements.

image of video editor

These are four types of video production services every business can use. Many companies call us to do all of it, but there are times when we’re called in to do just one of these pieces. That’s OK with us…as long as the business is getting what it needs to ensure a successful campaign.

Plum Productions offers a wide range of video production services including scripting, planning, storyboarding, acquiring talent, drone video capture, shooting, and editing. Give us a call for any of your corporate video production needs.

 

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