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Tag : content marketing

14 Oct 2015

Event Videography: Value of Short-Format & Long-Format Event Documentation

Major corporations and small businesses alike have seen the advantages of documenting events in video format. They are a great way to diversify your video marketing campaign, because variety is key when creating a content strategy plan. Event videography is a vast category and covers all types of events from the colossal week-long conferences to even the smaller events like a startup’s launch party or company’s team building event. There are 2 main types of  event videography: long and short format.

Long-format event videography is generally documenting the event in it’s entirety, recording from start to finish. This type of video is usually recorded with a multi-cam setup (two or more cameras) which creates more visual interest, compared to one camera with a static shot. Your audience is in it for the long-haul, since these videos are generally over an hour. These individuals are interested in learning about the topics being covered during the event because they were either not able to attend in person, or are interested in a refresher later down the road. The types of events are usually educational in nature (i.e. a panel discussion, seminar or presentation).

From an event planning standpoint, it’s a good idea to organize the discussion in sections. That way the production team can either edit chapters within one video based on subject matter, or create multiple videos based on subject that still cover the event in it’s entirety. The latter option- create more volume of video content that can be navigated by your audience more easily. We also recommend adding an Intro/Outro to the video and a motion graphic of the company’s logo for added production value, and that creates continuity between multiple videos.

In short-format event videography, the production team is creating a two-to-three minute reel capturing the essence and feeling of the event. This is achieved through filming more B Roll than A Roll throughout the course of the event. The crew is documenting the actions primarily; candid shots of people interacting and having fun. In post-production, the editor will intercut the event footage with testimonials from attendees and short sound bites from presentations within the event. Add fun and fresh music to give it a little zip!

This option is much more editing intensive, but the marketing value is high, for a couple different reasons: 1. You have more control over the brand tone, style and messaging and 2. Shorter videos are more shareable on social media & more people will learn how awesome your company culture is!

Check out a couple examples of our event videos below.

Short-format event video here: https://vimeo.com/105440424

Long-Format event video here: https://vimeo.com/137867640

 

Photo: Jo Jo via Unsplash

13 Oct 2015

State of the Industry: Your Brand Story is your Best Story

Visual storytelling is a powerful tool to use in your marketing strategy. It allows us to tell our stories and evoke our emotions in a quicker and more efficient way. With all the noise that has accumulated with all the content out there on the web it’s important to make your story stand out!

Your brand story encompasses all aspects of your business, everything from your logo to expressing what you stand for, and how you do it. It lays a foundation to create a connection, engage with your audience & build strong ties to your company. Brand stories take us on a journey to tell us how your company or product came to be, what motivates and drives you everyday, and a transparent view into the people behind the company.

With the trending topic of video marketing, it’s a powerful way to get your brand messaging across in a compelling & engaging way. Adopting video into your marketing strategy has been proven to accelerate strong engagement rates. It is easily accessible and easily distributed across multiple platforms. You’re able to embed it into your website, share it across social media, use it for marketing campaigns, connect & establish loyalty with your audience, and much more. This is critical to your content’s value.

Here are 5 valuable reasons to invest in video branding:

1. Brand storytelling produce experiences– They reveal your journey and the steps that it took to get you where you are today. It’s the heart of what the company came from and the foundation that it is built on. Beyond the facts and figures, it shows your audience who you are.

2. Brand storytelling express what makes your messaging distinctive– It can be hard to stand out when there is so much content out there. Showing people how you do things, the origins of your brand, how it has shaped your company & what you care about makes a huge difference in getting people to care and support you.

3. Brand storytelling elicit emotional connections– Plain and simple. Without stories, it would be difficult to connect with your audience and give them a better understanding and meaning to your brand. It creates a collective and generates loyal consumers.

4. Brand storytelling transforms content into meaning– Using video to show rather than tell your basic facts and figures, and instead focusing on a story around that is a powerful way to display what your company does. It creates a certain authenticity and avoids a sales pitch. It shows how your business is important day-to-day.

5. Brand storytelling can inspire action– Videos have the power to gravitate audiences toward a cause or goal. It’s able to move people’s thoughts and actions into a specific direction that can elicit change and achieve goals. It takes the power of storytelling to unite and ignite those feelings, and get everyone to connect under one idea.

Video is the future of content marketing, and brand stories are a great jumping off point. More people are gravitating towards video as a means of information gathering, entertainment, etc. Brand stories encompasses multiple facets of your company and show who you really are. It’s important to be true to yourself & to your brand, and finding creative and compelling ways to represent your company will attract attention and connect your audience.

Check out our collection & some of our favorite brand stories here.

Follow the trend with our State of the Industry Series & look for more this coming week! 

Photo: Sam McGhee via Unsplash

12 Oct 2015

State of the Industry : Video Marketing

It is on the rise. It is the future of how businesses will engage with their target audiences and consumers. By 2017, online video will make 70% of internet traffic. What is exactly video content marketing and why has it become so popular? Video Content Marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content through the use of powerful visuals to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.

Think of it as replacing commercials with a better focus and longer format, while leaving out the obnoxious and artificial factors. A business has only about 30 to 60 seconds in a commercial to get their message out and to quickly grab your attention. Have you ever noticed when your favorite tv show cuts to a commercial break how suddenly the TV becomes a lot brighter and the volume jumps up a few notches? It can be a bit annoying.  Although TV commercials were once effective, people are now  getting better at ignoring them. We’ve mastered the skill to change the channel, hit mute, or simply divert our attention to doing something else, when a commercial comes on the TV or web. An ad within a newspaper or magazine is even more limited and just as easy to disregard. Brands have got even fewer words and  technically one frame to say it, which is usually “Buy or Invest in Us.” This transition has pressured businesses into finding new outlets to tell their story. What about having more time, more appealing visuals, and more words to say “Not only invest in us, but get to know who we are. Here is our story.” This new strategy is popular because it is effective. Businesses are seeing results and they like what they are seeing. 52% of marketing professionals worldwide name video as the type of content with the best ROI. B2B and B2C marketers worldwide name video as a top 3 most effective social media marketing tactic. In Demand Gen Report’s 2014 Content Preferences Survey, 86 percent of buyers expressed some level of desire to access interactive and visual content on demand.

So how does a business incorporate video content into their marketing model? The answer is that there are many different directions a business can take, but it all depends on what is their focus, the story to go along with it, and how that story will be relevant to their targeted audience. Are you trying to promote your brand or is it a product that you want to showcase in detail? Is there an event you want to recap or is it better to livestream it? Maybe your company wants to give audience members the freedom to choose their own story path by using interactive video for your content? Whatever a business may choose, the key to its success is that it has got to be creative,compelling, and engaging. It has got to be something that will persuade its viewers to take action by watching it, interacting with it, and sharing it. This not only applies to the video, but also the campaign surrounding it.

The beautiful thing about video content marketing is that it is flexible, but it can be hard to decide on how your business will take advantage of it. For this week, the Siren Vid Team will guide you through it. We’ve got case studies for each direction you can take through the examples of our previous work with clients. This is our expertise because we understand the importance of having video content marketing now and the even greater significance it will have in the future.

We found our handy stats and other interesting facts from these sources:

Photo: Tim Gouw via Unsplash