promotion – Niche Visuals Blog

A video is still one of the best marketing tools available, and in current times where more content is becoming virtual, video is becoming even more important than ever. I have been working now for about 6 years as a videographer, mainly in the Chicago area. Over this time, I have learned how to get the best value out of video production for promotion of various businesses, services, and brands.

Know the Platform for Your Video Production

First thing to consider when planing a video production is what platforms you want to promote, where your audience is, and how to effectively engage them. Video renders will vary, depending on the platform. The ideal duration for a video on a main website page is about 2.5 – 3.0 minutes. This video should succinctly explain your product or service. It is very likely that the viewers will watch the video before reading any other material on the website, so the video has to be thorough. It is also assumed that someone on a website is actively researching your type of product or service.

An example of brand video that is well suited for a home page

On the other hand, instagram limit is currently 1 minute. However, the ideal video for an Instagram feed should be 45 seconds or less. Therefore, if you plan a video to promote your product or service you have to think of shorter cuts for Instagram. In addition, Instagram stories, Facebook stories, and IGTV are designed for a vertical video crop, given that the audience will be viewing the content on the phone. Another reason for keeping the videos for Instagram 45 seconds or shorter is that the content on that platform is viewed very briefly. Instagram viewers are not researching content like they would if they were browsing the net on a computer. They are looking for little snippets of entertainment. Therefore, when designing a video for instagram, avoid trying to explain your product or service in detail. That information should be left for your website. One good example of a successful Instagram video campaign I produced was for a dental practice in Chicago. 14 dentists were asked a series of questions like the color of their toothbrush or how cool they thought they were. We cut these into a series of 20 second videos. The content of the video had nothing to do with their practice as dentists but it showed their personality as they answered these goofy questions.

https://www.facebook.com/CameoDentalSpecialists/videos/222829796130896

a link to a Facebook 20 second video that was also use in Instagram video campaign

Know your Audience for your Video Production Campaign

Given the multitude of social media platforms that today can host videos, it is often unclear where one’s audience is at. I have been told by business owners before that their particular clientele finds them at a specific platform or that their clientel does not frequent social media platforms. I would warn against such limited foresight. For instance, one of my clients has a medical practice in south Florida focusing on muscle-skeletal injuries. His patient demographic tends to be mainly 50 years or older. However, as we have talked I learned that he was treating a gym owner who became a big fan of his procedures and began referring patients to the clinic. I suggested to him he should reach out to more fitness professionals, like personal trainers, who deal with older clients prone to injuries. Of course, every trainer is currently marketing their services on Instagram. Therefore, the smart course of video marketing would be reaching fitness folks who would then refer their older clients (who by the way might not even know what Instagram is) to the medical clinic.

Think Big, Think Video Campaign

Lastly, as a videographer, I now suggest to plan not just for one or two videos but instead a video campaign with renders for various social media platforms. In the past it was perhaps enough to create one video, upload it to Youtube and embed it on your homepage. However, chances are that your competitors are doing far more. A well planned video production day can cover enough material where many versions of a video can be cut. In case of the medical clinic previously described, we planned a 1 hour interview with the main doctor, during which we talked about him personally, the philosophy of his practice, his procedures, and asked for a few short health tips. The personal and practice philosophy material was mainly used for two brand videos. The procedure content served as a 1 minute video for each procedure landing page. Health tips were used as a series of 7-8 30 second free health tips video used for Instagram and Facebook intermittently throughout the year. Few of the procedure videos were also cut to shorter version targeting conditions personal trainers see and placed on Instagram. We also cut a few fun personal facts that didn’t make the main video cut, and once again used them as short 30 second videos for more instagram content and IGTV. In the end we cut about 20 videos from one 1-hour interview.

For sample of our work go to here

As a videographer I learned that Conferences are one of the most effective venues for networking. Conferences can be very large with hundreds/thousands of participants or they can be small but intimate. Regardless of their size, industry colleagues drop their guard and are often are open to engage and network, and those of use running a business can always use more networking.

Highlight Video will be your Key Promotional Tool

Given the importance of a business conference, what is the most effective method of promoting a conference? I am going to be biased here, but I truly believe it is through a video. Yes, posting pictures on social media can get some engagement, however most people will not look past 4-5 pictures, unless they are looking for something or someone specific. A well produced video is far more effective.

One key element of a conference highlight video are sound bites. Sound bites are different than a full video interview. As a videographer, when I film an interview I will spend 30 minutes staging my shot, setting up the lighting, and testing perfect sound conditions for the subject. When I film interviews, I often film them with multiple cameras. When you film sound bites at a conference you simply do not have such luxury. At a conference you are looking for a volume of responses, so you grab someone and ask them 1-2 questions using a single camera. The advantage, however, is that you will likely capture the excitement of the moment. If the speaker is excited to be at the conference, it will be captured on the video. Additionally, in short interviews subjects rarely get nervous, whereas a full interview with multiple cameras and lights often intimidate folks.

Me filming a video at a Chicago Conference

Capture the Energy with a Video

A well filmed video will also capture the energy of the conference. After filming a number of conference videos I have learned that it is crucial to show that people are interacting. Therefore, I look for scenes when people are talking, laughing, exchanging business cards, shaking hands, pointing to charts/posters, and exchanging documents. Although many conferences span over many hours, a skilled videographer will capture these moments and edit the highlight video in such a way to show how much interaction goes on among conference participants, sponsors and at times even the speakers.

Show off Your Location

Last but not least, if a conference takes place at an attractive location, few shots should be dedicated to showing this off. For example, if a conference is located in New York, few shots outside the conference will be helpful. If the conference is near a beach this is a good time to bring that drone and maybe fly over the beach. You can read more about when to use drones in my previous article by clicking here.

Above is my favorite conference highlight video I did a few years ago. This particular video took some planning and we had two speakers with prepared speeches. Notice, to keep the momentum going we decided to film a walking interview. This helps the video move and tells a visual story of what the conference is like.

For more of our work click here

Tag: promotion

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