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Tag : marketing strategy

26 Oct 2015

State of the Industry : The Future of Video

In the Homeland that is  Colorado to trekking further West, the Siren Vid team has been attending some outstanding networking events and startup conferences so far this year. Back in August, our Founder and Executive Producer, Jessie,  got to travel to Salt Lake City, Utah for the 2015 Summer Market of Outdoor Retailer Expo, where thousands  of retailers come for the largest collection of innovative gear, apparel, footwear and accessories for outdoor sports products. Just a few weeks ago, Jessie and our Associate Producer, Ellen, were at Denver Startup Week, a startup fest that welcomed a record of 10,000 attendees.

We not only made great networking connections but we were also presented some pretty intriguing and eye-opening  information at the workshops, meetings, and discussions. What we learned is worth sharing because it directly impacts our company’s future and it could have a significant effect on yours.

Unless you’ve been living off-the-grid without any cable, internet connection, smartphone, contact with any means of civilization, and what have you… For the past 30 years, you have seen how quickly technology has not only been advancing, but also how quickly it has been changing the way we live. Even more greatly? The way we consume.

The advancement of technology revolutionizes how we buy, how businesses communicate to us, and even has an impact on our attention span. Back in May, Telegraph UK reported on a research study done by Microsoft that showcased results saying the human attention span has decreased from 12 seconds in 2000 to 8 seconds in 2013 and present . Putting that into perspective, majority of the people reading this blog will not have made it to this point in the article without any distraction like checking your phone or emails. Think about how much content we consume nowadays too. We used to only consume what was given to us through a newspaper and/or magazine subscription. Then, there was TV to feed us shows and commercials through more channels now than we have ever had before, although Americans watch an average of 190 channels. Up sprang the Internet with unlimited and constant information on top of it all, which has led to today, where smartphones allow us to carry that infinite load of content wherever we go. Millennials consume about 5 to 10 hours per week on digital content.

So how are businesses’ advertising tackling this beast where we live in a world bombarded by continuous information with a consumer’s’ attention span of 8 seconds always fleeting? If everything is in such a whirlwind of on the go, how and where do brands stop their audiences to tune in?  

1. Say More By Saying Less. The biggest strategy is to get meaningful content out there that is quick and to the point. You want a creative message that is short, but engages with consumers on a humane level  If you can’t be brief, you’ll quickly lose to your competitors.

2. Find the Window. Who is your audience? The baby boomers? The Gen-Xers? Or the Millennials? Each group majorily consumes their content at certain, but key, time windows during the day. This can greatly affect on where and when you’ll distribute your video campaign.

3. Shifting Those Advertising Dollars to the Web. The future of what consumers will look like is going to be different than what businesses have seen in the past. People are becoming more attracted to online subscriptions than to cable. Businesses are saving chunks of change too by investing into digital advertising instead.

This change can be a scary for some brands, because it is a big and fast moving transition, but it gives hope to a lot of small businesses. Independent filmmakers have more outlets to get their work out there, with better distribution thanks to shareability on social media. Because of this trend, video production equipment costs are also going down while quality is going up, so small businesses can tap into these resources on a more affordable budget without losing the craftsmanship of their content.

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

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! 

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: