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I was asked to write an article about why professional videos are key.
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In an age where technology is at everyone’s fingertips, attention spans are measured in seconds and social media rules the internet, video has firmly established itself as the leader of the pack when it comes to representing your brand and clearly communicating your business services, ethos and unique selling points.
As we all know, access to photographic and video equipment has never been easier, simply reach into your pocket or bag and pull out your smartphone. The technology and quality of photos and video they produce can be amazing. Couple that with no shortage of self-styled “Gurus” popping out around every corner offering courses on “How to DIY you video production in 5 minutes in just 3 easy steps”. Unsurprisingly then, you would not be alone in asking why you should consider a professional service, so let’s take a closer look:
Oh, there’s more to do than just filming?
Yes, you may be surprised to learn that on average only 30% of a video project is spent on filming. This means that whatever you choose to film with, £500 smart phone or £10 000 video camera, a lot more work is needed to get a quality video to your audience.
Know Your Onions
A professional will start by getting to know you, your brand and the goals for your business.
Although you may think “well I already know that”, translating this information into the correct style and pacing for your video or series can be extremely difficult and often make or break the success of your video.
This is often where a professional can open the door to new ideas and possibilities you never thought of, leaving you excited and rearing to go, rather than dreading the results to come.
A Picture Is Worth A Thousand Words, Video Is 25 Pictures Per Second.
There simply is no substitute for experience.
A professional videographer will have worked on countless projects throughout their career, each one often wildly different to another in content and location.
This develops an eye for detail, someone who will notice when you’re standing in yellow light, looking the colour of newly minted Oompa Loompa or the half empty pack of toilet rolls sharing the scene with you in the background.
Hearing Is Believing
Adding great music and clear sound completes a video and nails that all-important emotional factor. The inverse is also true, a bad track can ruin all your hard work, no matter how good the shot looks, bad sound quality will make your video feel cheap and unprofessional.
It’s worth bearing in mind that high quality sound can be difficult to achieve, even for a Professional and most standard equipment will simply not be up to the job.
Plan The Shoot…
Filming requires foresight and can entail specialised insurance and licenses which are not always initially taken in to account.
A professional videographer should have insurance in place. They can advise you on what licenses may be needed and arrange them before filming commences, saving you time and further expenses.
Did you know that if you were to film commercially using a drone, you would have to register a flight plan? Or that most music needs to be licensed for use on a video?
…Shoot The Plan
When it comes to executing your ideas and putting them on camera, a professional eye can make all the difference.
It isn’t about having the best camera. Rather, it’s having the skill to know what lighting to use and angles to take to help create an attractive and appealing video to share with customer, whilst accomplishing the desired result in the shortest possible timeframe.
Editing: Time, Organisation, Creativity. Did I Mention Time?
Once you’ve got your content, it’s time to do some editing.
I really can’t stress enough how important this stage of the process is.
Professional editors spend countless hours learning their trade. This means organising footage so nothing is missed, spending hours watching and re watching every clip, fine tuning colour, sound and graphics.
Editing a professional looking video is a time consuming process and at this stage, as a business owner or manager you really have to consider if your time would not be better spent elsewhere.
Playing To An Empty Theatre
So, your video is complete and it’s looking great! But how do you start showing it off to the world?
Contrary to popular belief, simply uploading your video to YouTube is often not enough, there are a multitude of settings and optimisation options available on most of the most popular hosting platforms. Getting this right could be the difference between views and obscurity.
Most Professional Video Production companies can provide real added value in this department, often with no extra charge.
Show Me The Figures!
This one sells itself and I’m certain you will recognise some of your own behaviour reflected in the following;
• 82% of Twitter users watch video content on Twitter.
• On average, people spend 2.6x more time on pages with video than without. (Insivia)
• Nearly 50% of internet users search for videos related to products or services. (Google)
• Shopper who view product videos are 1.8 times more likely to purchase (Adobe)
• Companies that use videos in their marketing have 27% higher clickthrough rate and
34% higher conversion rates than those that don’t. (Buffer)
• By 2020, 80% of all online consumer intent will be driven by video (Cisco)
• One minute of video could be worth as much as 1.8 million words (Forrester Research)
Considering these remarkable statistics and what it could mean for your business, the question shouldn’t be “Can we afford a professional video production?”, it should be “Why haven’t we started doing this already?”