Archive for July, 2012

Why a Strong Story with Strong Video Production is a Winning Formula

July 27, 2012

We changed the first line on our website this week. Not exactly earth-shattering news, but the reasons behind the change are important for the way you view your own video production.

The line was changed to reflect that story telling should be at the heart of most of the corporate and business videos you make.

It’s No Different to Other Video

Many business owners class business video in a genre of its own, totally separate to video for purposes like information, entertainment and so on – and that’s a mistake.

In all genres and for all purpose, people get more out of videos that talk to, engage and captivate them.

Take learning and education videos – which are the ones you remember? Do you remember the best-selling John Cleese management and corporate training videos that entertained you, or the one that bored you silly for an hour? No need to answer that – there’s a reason why some videos become best-sellers.

Business Video Storytelling

Business video is no different in that you need to talk to your audience in a language they understand.

Once you have identified who your audience is, stories are the best way to grab attention; there is something deep within the human psyche that responds to stories – ever since cavemen sat around the fire and had no other means of recalling information, stories have been an important communication and memory tool.

Don’t fall into the trap of thinking “who could possibly be interested in what you have to say?” If you have identified your target audience properly and you are providing a worthwhile service to them, there should be plenty of pairs of eyes and ears ready to tune in.

Everyone has a story inside them that will “press buttons” and emotional responses in others. It’s all about making that connection.

It needs to be genuine, focused and bring out the essence of who you are and what you stand for. That way your story leads the way for your brand – which is what people think about you and your business, not just your products and services but the lasting impression; the things they remember when the video stops playing.

How to Approach a Story

Your story needs to relate to people, with references and language they understand, not with jargon; keep it simple, genuine and focus on struggles and problems that you overcame as your audience may be going through the same problems as they watch your video; focus on outcomes and benefits rather than mere features – how did you feel? How did it improve your life? People want to know what’s in it for them, above everything else. Finally keep it as short and concise as possible.

Brisbane Video Production

Of course, skilled video-making  needs to accompany your stories to deliver them with impact, persuasion and influence; good technical ability with planning, lighting and camera work, as well as post-production work and marketing will complete the winning formula that gets your videos doing what they set out to do.

For any help or advice on getting your story out there through video contact Michael Hanson on 1300 881 783.

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Smartphones & Professional Video Production Services Cause Dive in Sales of Video Cameras

July 9, 2012

The rise of the smartphone and the increasing demand for professional video production services are eating away at both ends of the video camera market.

At the one end we have an increasing quality of video from smartphones; so much so that an iPhone can quite easily be used to shoot a customer testimonial video for your website or a How-to video for YouTube.

At the other end of the spectrum we have corporates and medium to large businesses increasingly wanting to differentiate themselves from the opposition by hiring professional services for video making that mark their businesses out as industry leaders or trailblazers.

So the humble old video camera is taking a bit of a battering. We take a closer look below.

Smartphone Video Capabilities

The latest iPhone 4S includes a Full HD 1080p record mode. Of course an iPhone will cost you far more than a cheap video camera but, with all the other features that the phone offers, the impressive video quality is enough as part of a package to convince people that one device can now do it all.

Most reviews of high-end smartphones like the iPhone say that sharpness, color, light, motion and sound performance is as good or better than what you will get from most lower-end camcorders but not as  good as mid to high-range camcorders.

The ‘Flip’ and Beyond

Cisco’s ‘Flip’ video camera acquisition was a hot start-up in 2007; by April 20011 it was dead in the water despite selling a couple of million in the first two years.

This crash was partly due to the rise of the smartphone during the same period, and the perception that a phone can do everything that a cheap video camera can do… so why waste money on another device?

Elsewhere, it was reported that between 2010 and 2011, sales of point and shoot camera units were down by 17% and “pocket” camcorder unit sales were down by 13%.

As Brent Bracelin, an analyst with Pacific Crest Securities, says, “The rapid innovation of smartphones one of the most disruptive trends we’ve seen.”

Mid to high end video cameras still have a place in the market because there are enough enthusiasts out there to need video quality higher than smartphones can deliver.

Professional Video Production Services

At the very top end of the market in Australia you have a whole clutch of video production businesses, which have been set up to feed the growing demand for high-end video.

This extends from the college student who specialises in shooting weddings, to large video production companies offering corporate video production, marketing and distributing, looking after everything along the way from scriptwriting the video and preproduction to uploading the finished videos to multiple websites.

Increasingly businesses which are serious about using video as a key differentiator in their market are taking a more professional approach and not trying to do it in-house.

Therefore, even though businesses may not be investing in their own cameras to shoot video, the future of mid to high-end video camera sales looks a lot more secure than at the lower end of the market.