Tag Archive: Video Production

1. The Power of Video Production

   13 December, 2019 6:56 pm Leave a Comment

   Have you ever wondered what makes a video so compelling? Why, for instance, is YouTube so popular? Why does YouTube have 1.9 billion users worldwide? Why is it one of the most popular social media platforms? What drives people to watch one billion hours of video on YouTube and generate billions of views?

    

   Here’s a look at the psychological effect video has on us, and why video production is so powerful for businesses and marketing:

    

   The psychology behind videos and video consumers

   What makes videos so engaging? Why do we, as a race, prefer video to any other medium of digital communication? About 500 hours of videos are uploaded every minute on YouTube alone; how can people not be bored with videos?

    

   1. Humans process images faster than text

   There is a commonly cited statistic that our brain is capable of processing visuals 60,000 times faster than text. That has never been proven, but it does justify that visuals are more engaging and more powerful than other forms of communication. Sixty-thousand might be an exaggeration, but there is definite proof that we do process images faster than text. An MIT study shows that the human brain can identify images in 13 milliseconds. Now, combine this with audio and with moving images, and what you have is a powerful tool.

    

   2. Video stimulates more than one sense

   One of the most powerful advantages of video production is that it stimulates both visual and auditory senses to their fullest through bright colours, relatable dialogues and very specific and relatable images. All these combined influences our behaviour, spark nostalgia and can even instil emotions like curiosity, happiness, longingness and fear.

    

   FAQ: How can emotional responses that are evoked by a video help a business?

    

   A marketing video that can evoke emotional responses by viewers fuels a passion and a bond for the brand that the video markets. An emotional response forces a viewer to watch an advertisement with more seriousness, engagement, and eventually, pushes them to take action – invest in that service or product.

    

   3. Video creates concrete associations

    

   Video production has the power of creating a strong association between a viewer and a particular brand. Successful video production will succeed in creating this association. However, concrete associations do not happen instantly. It takes several repeated viewings to associate a brand with a video or vice versa.

    

   FAQ: What kind of emotional responses are instilled by a video?

    

   Associations with video production can be either emotional, physical, or even an association between a viewer’s pain point and a solution marketed via a video.

    

   4. Video helps you remember

    

   Think of a time you watched a video and didn’t think much of it. Perhaps it was a video of a particular brand of shoes. There was nothing special about the shoes, and you wouldn’t really buy it for yourself. But then, you suddenly see everyone wearing these shoes. You hear people talking about everywhere around you. Sounds crazy?

    

   The truth is, two things happen here on a psychological level. Firstly, your natural selective attention kicks in without you even realising it. This makes that video stand out subconsciously. Second, your confirmation bias kicks in, which confirms that you are seeing those shoes worn by everyone. Cliched as it sounds, this is the power of video production on human psychology.

    

   So, there you have it – the powerful psychology behind video production.

    

   FAQ: But how does this translate into how businesses use this powerful tool to attract potential customers and retain existing ones?

    

   The rest of this blog answers this question in its entirety.

    

   The power of video production in business

    

   Did you know that 62% of businesses use YouTube to post video content? Today, more and more businesses are turning to YouTube as a channel to reach out to existing customers and expose themselves to potential customers.

    

   A high-quality video production acts as a powerful medium to communicate a company’s message and invoke a viewer’s interest to a point where they take a call to action.

    

   Video has the power to help shape brand perception – and that’s probably one of the most powerful capabilities of video production.

    

   1. Visualise your brand story through video

    

   Tell your brand’s story to attract the attention of your customers. A video reiterates your brand story, so you are always on your existing customers’ mind. Through quality video production, you can also introduce your brand story to a large pool of potential customers and increase lead generation.

    

   2. Use different types of video production to tell your brand story

    

   The rise of digital technologies has contributed to the growth of different types of video productions. Music videos, infographics, corporate videos, animation videos and short films are just some of these types of video production.

    

   Businesses can choose a video production that can best catch their viewer’s attention while at the same time, advertise the brand.

    

   3. Corporate videos can serve a variety of purposes

    

   Corporate videos can be used to train new hires and existing employees on a business’ product/service or the company’s culture.

    

   The videos can also be used as promotional videos to promote a business’ product and/or service.

    

   Training demos can be imparted via corporate videos to the sales teams. Demos on how to use a particular product or how to sign up for a particular service can be distributed to customers and potential customers.

    

   Corporate videos can also be used to impart information about a business to stakeholders and leaders of the company.

    

   FAQ: Besides the different ways a corporate video can be purposed, are there any other advantages to a corporate video?

    

   A corporate video is cost-effective because once it is created, it can be uploaded and shared online at no extra cost.

    

   It is easily measurable through view counter and channel subscriptions that make it easy to track the success of the video’s content.

    

   A video puts a company ahead of the competition by increasing search engine optimisation.

    

   A business can widen its reach by creating a video and putting up on a social media site like YouTube. With over 700 million YouTube videos shared on Twitter alone, a business can extend its reach dramatically.

    

   A video can encourage customer engagement more than any other form of communication. According to Forrester Research, 20% of website visitors read written text, while 80% of visitors will view a video.

    

   4. Videos can position you as a leader

    

   Statistics show that companies that use a video on their website homepage have 53 times more chances of appearing on the first page of a Google search result than a site without a video. So, if you use a video on your website’s homepage to promote your business, the video alone can put you ahead of the competition on the world’s most-used search platform.

    

   FAQ: How can a video be used on a website?

    

   Here are some ways videos can be effectively used on a website:

    

   • As a homepage background video just above the fold of the screen to give visitors a true sense of what the company does, or even to highlight a unique differentiator of a particular aspect of the company.
   • Include a video resource library. This will be a place where viewers can find a video that is organised and searchable in a quick and easy manner.
   • As a homepage explainer video which is found further down the page than a background video. This video is used to give viewers a sense of what the company is and how it can solve a customer’s pain point.
   • On product pages, when there is loads of content that is hard to digest. Businesses can keep their customers and potential customers’ interest alive by providing videos that contain bite-sized information or short snippets of easy-to-digest information.
   • Case studies and video testimonials that are genuine have a greater impact than a written testimonial or case study because viewers get to see the satisfaction of a happy customer rather than simply read it.
   • On the recruiting and hiring page to help potential candidates to better understand the company’s culture and team.

    

   5. Widen your reach with videos

    

   • 95% of online adults between the ages of 18 and 34 are like to follow a brand via social networking.
   • 90% of people say they discover new brands and products on YouTube.
   • 71% of consumers who have had good social media communication and service with a brand are likely to recommend it to others.
   • 63% of customers expect companies to offer customer services through social media channels.
   • Approximately 55% of marketers share video content on LinkedIn, and this number is set to rise to 65% by 2021.
   • In 2015, YouTube said there were 40 billion all-time views for branded content. That means video marketing is not just nice-to-have but a must-have for all businesses who want to reach out to consumers. 87% of marketers plan to include YouTube in their marketing strategy this year.
   • Videos increase social shares.

    

   All the above statistics prove one thing – social media is a vital marketing tool for businesses.

    

   FAQ: How can a business use video production on social media?

    

   Businesses can use video production for social media to:

    

   • Grab the audience’s attention because it is easy to consume.
   • Driver conversion rates when they are powerful and push viewers to take desired actions.
   • Videos can be re-purposed to send out unique messages on social media.
   • Videos can be used to share breaking news such as new features added to a product or the introduction of a new product. This can have a bigger impact on your audience.

    

   6. Improve search engine optimisation with videos

    

   Search engines are looking for engaging content – content that gets and keeps a viewer’s attention. Nothing entices more views and longer page views than video. Get the best out of search engine optimisation when you use videos along with compelling headlines and descriptions that register in searches.

    

   FAQ: How to use video to increase search engine optimisation?

    

   When a video is added to a business’ website and its YouTube account, the business’ visibility and opportunities to show up on searches is greatly increased. Added to the business’ social media sites, the video can ensure even greater chances of being found.

    

   7. Build trust and credibility through video production

    

   We have established that videos are the perfect way for a business to create a personality for the company as well as its brand. This alone can help a business to connect with its viewers and earn their trust.

    

   FAQ: Will adding more videos help build more credibility and trust?

    

   If a business adds more videos to educate and inform its customers, it will successfully build more trust, and this trust has a very high chance of translating into sales.

    

   8. Videos add a human element to your brand

    

   Videos allow a business to portray the brand for what it is – without any extra thrills or frills. The realness allows audiences to connect with the brand in a very authentic way. Content can be delivered in a transparent and comfortable way. People like to do business with a brand they like and trust.

    

   FAQ: How can a company add a human element to its brand via a video?

    

   Adding a human element to a brand through video can be extremely powerful. Some ways to do this are:

    

   • Add behind-the-scene footage
   • Add Q&As
   • Get experts to share knowledge

    

   Summary

    

   There is no doubt that video production can have a powerful impact on the human mind. This directly translates into numerous advantages for businesses – no matter their size or industry, as we have seen from this article. Businesses that do not make use of video will fail to gain the numerous advantages that businesses that use videos have. Any business that wants to lead, break grounds with its customers, and get ahead of its competitors must begin using video.

2. 3 Steps to writing a video script

   24 June, 2017 7:05 pm Leave a Comment

   Statistics never lie – and going by statistics, video plays a very prominent part in our lives – be they our personal lives or business lives. According to statistics:

   • 54% of consumers want more video content from the businesses they support.
   • 87% of marketers use video as a marketing tool.
   • Video gets 1,200% more shares than text.
   • 97% of video marketers say video increases conversion rates

   The list of statistics is endless – but it’s safe to say that it has been solidly established that video is more than a need today; it’s a necessity to get messages across in a manner that is engaging and memorable.

   An important part of every video is the video script. One can easily assume that what a person has to say on video is not important, or that ‘voice’ is secondary to ‘image.’ That is not true. Watch any high-quality video, and you will find that the script has been created superbly and seamlessly. It is a part of the video that is given as much (if not more) importance.

   FAQs about video script

   What is a video script? 

   A video script is a chronological run-down of scenes, shots, actions, and dialogues specifying who is saying and doing what and when they’re saying or doing it.

    

   What is the importance of a script in a video?

   A well-written script is one that flows and engages viewers. It helps viewers retain information longer and much more effectively than a video with no script.

   Is it necessary to build a script before making a video?

   You might think it best to just go with the flow and go extempore when creating a video, but creating a script beforehand has its advantages, and cannot be skipped when creating a high-quality video. Creating a script can:

   • Save you time and energy.
   • Help build a brand.
   • Lend professionalism to the video.

   Here’s how you can write a script for video in three steps. But beware; while these are just three steps, each step is detailed, and you cannot afford to skip any of the points mentioned within each step.

   Step 1. Planning

   A. Know why you are creating the video

   A video can serve a variety of purposes. It could be made to entertain, to help market a product or service, provide useful information or instruction, or even for reference. The tone of your script will differ for each of these purposes. For example, a video that is created to entertain can afford to have a humorous script, while a business video or a corporate video will need to be toned down to sound professional.

   B. Understand the goal of your video

   What should this video accomplish? Do you want people to buy a product? Do you want people to download a special report? Do you want your viewers to go to your website and read a specific blog post?  Perhaps you want them to sign up for a demo or subscribe to a newsletter? Your script’s narrative should build toward this end.

   C.Know your audience

   Who is your audience? What do they like? What do they hope to get from your video? What gets them to tick? Are they business people who don’t have the time of day for a video? – You will need to ensure your video script is short and to the point, if you don’t want to lose them. Are your viewers children? – You will need to tone down your language and keep it light and simple.

   D. Know the topic and focus of the video

   Finally, hone down on the topic and the focus of the video. What is the topic of the video? What will the key takeaway be?

   Once you have all these details in place, you will have a fair idea of what kind of video you will be creating. There are different kinds of videos, and each of these videos is aimed to do different things:

   • Educational videos – Presentation and explainer videos. They demonstrate how to do something or explain how a product/service works.
   • Persuasive videos – Promotional and commercial videos. They explain the benefits and features of a product/service, demonstrate the differentiating factors that make your brand better than your competitors’ and showcase how a product/service can improve the customer’s life.

   Step 2. Create your video script

   Does every word that you say on the video need to be scripted? The answer is, yes. But this does not mean that you can’t go a bit off-script when shooting your video. You must put down every word that you intend to say down on a paper. This is so that you can read it aloud in step 3.

   When you write down the entire script – word for word – you subconsciously practice your script. So, you sound natural, and not like a robot, in your video. When you write down your script, you will realise how easy it is to talk too much – much more than is necessary. In fact, so much more that you even risk losing your audience.

   A. Craft your story outline

   Start by creating an outline of your script. Sometimes, writers translate the outline into a script, but they forget to turn it into a story. If you want to achieve a specific goal, you must tell a story. Even if you are creating a corporate video – there must be a story. Why? Because stories have the power to capture and hold your viewers’ attention.

   An explainer video might require a slightly different approach, but it can still do well with a story.

   A great way to create a story outline is to write the core story in just five sentences. When you do this, you have a ‘story skeleton’ that you can flesh out later.

   B. Build out the story

   This is the fun part, when you flesh out your ‘skeleton’ from the previous story and give your story life. This is the step when you add in the details and create a piece that is cohesive. Here are some tips for building an engaging script:

   • Gain your viewers’ attention from the start. Start with an emotional punch. You could start by narrating a story, an anecdote, a statistic, or a very unusual perspective. The idea is to give your viewer a reason to keep listening while watching the video. A punchy start can create the impact you want in the shortest amount of time. Studies have shown that watching even a couple of seconds of a brand video could influence a viewer to buy that brand.
   • Focus on a single message. Keep your message focused on not more than one or two points, and do not overload your message with information.
   • Use every aspect of the visual elements of the video to reinforce your message. You could use imagery, animation, data, statistics and text as well to reinforce the script.
   • Provide context – especially when you are presenting complex data or ideas. Don’t just assume that they know what you are talking about. The context will help viewers to relate to what you are saying. You must go about connecting the dots and providing adequate insight where necessary.
   • Set up and payoff. Set the stage and ensure your story – or the script – tells the viewer where the story goes next. Ensure a strong takeaway. This will make your viewers feel invested.
   • Ensure the ending is as good as the beginning. A good ending is one that pursues your viewer to take action. The ending will be influenced by what you want your viewer to do or the key takeaway you want them to walk away with. The narrative should build up toward the end.

    C. Flip the story and pretend to be the viewer

   Once the core story is created, it is time to take a break and read the script as if you were the audience/viewer. Play the part of a hard-hearted critique and read the script from the viewer’s perspective.

   The success of the script will depend on whether or not your viewer/audience can connect to it. Here are two questions to ask yourself as you read the script from the viewer’s perspective:

   • Is this relevant to them? If the script is interesting, you could have a big advantage. But, if the script is not relevant, you will need to make changes to the script.
   • Is the vocabulary appropriate? The type of language you use will depend on the type of video you create and the audience the video is created for. For example, a business video for a particular industry gives you the freedom to use common jargon used within that industry. (However, it’s best to stay on the safe side and use non-technical and simple language to ensure the message is understood loud and clear by everyone.)

   D. Pay attention to the tone of the script

   Tone conveys emotion, and that is why is it is a very important part of the script. Tone can communicate a lot about you and how you feel about what you are talking about. You can experiment with the tone if it is appropriate to your brand and message.

   For example, a serious subject can be dealt with mildly. Entertainment videos can have quirky text. However, be careful about the use of humour in your script – there is a fine line between something being funny and insulting.

   E. Be merciless and cut!

   Write as if you are speaking to a friend; one who is going to buy your product or service.

   Make sure you say everything you want to say. Once you are done, it’s time to review the script in its entirety and cut it down to the basics. So, don’t be afraid to remove unnecessary words, words that create confusion, long words and extraneous information.

   Check the word count. A good idea is to ensure 125 to 150 words of dialogue per minute. If you are making a three-minute video and have over 1000 words, it’s time to start axing.

   Step 3. Align the script with the video

   Finally, it is time to align the script with the video. This is the tricky part and must be followed carefully.

   A. Write out the visual and audio elements

   This is especially important if you are doing a voiceover with visual cuts. But it’s equally important if your video is just one single shot.

   Create a simple, two-column table. This is an easy-to-read format. The first column is for the visual, and the right side is for the corresponding audio. Here is an example:

   Audio	Visual Direction
   Lights!	Animated text displaying the opening line: Lights!
   Camera!	Animated text displaying the opening line: Camera!
   Hi Everyone! My name is Mike.	Video of me looking into the camera saying the audio text.
   This is my cat, Garfield.	Hold up Garfield to face the camera.

   B. Practice. Readout aloud

   Read the script aloud with a timer, as if you were recording. You might require several dry runs before you get it right. In fact, it is recommended that you do several dry runs before actually shooting the video.

   C. Make final adjustments to the audio and visual directions

   Finally, ensure that the ‘audio’ and ‘visual direction’ are in seamless sync. It’s great to stick with the script completely; however, that is not necessary, and you can always make modest changes even while you are recording. Feel free to further cut down your script even at this stage. You can always go the extempore way when you are shooting the video.

   Finally, here are a few key points to keep in mind when writing a script

   1. Focus on your opening statement.
   2. Speak directly to the audience.
   3. Write it the way you would say it.
   4. Remember the concept of your story.
   5. Pay attention to transitions.
   6. Get the opinion of a third person.
   7. Ensure it is in line with the title and thumbnail.
   8. Wow the viewer within the first five seconds.
   9. Don’t forget to add a CTA if you want to engage your viewers.