Both Video Production and Animated Films have a place in today’s modern marketing mix.

When though should you adopt one over the other? What are the pros and cons? Here’s our quick guide on how to decide;

Can you film it?

If it’s a microscopic process like medical or scientific for example, then it’s most likely to be animation. If it’s a product concept that’s yet to be released and tested in the real world, then again it’ll have to be something created in 3D…

For most of us though, we’ll have a product that is already manufactured, or a long running service meaning that we could create ideas for clients in both mediums (film and animation) and then it most likely comes down to cost and ease.

We recently produced a 3D animation for Lubetech with their spill control product “Site Mat”. We needed some heavy machinery to appear in videos (a JCB, a generator and chainsaw amongst others) plus, we had to demonstrate the product working in normal and wet weather conditions. What about actors? Could we use an employee to appear in the film? Would he be authentic? Will we have to hire in all the machinery?

We opted for a 3D animation as this gave us total control. We can create rain, sunshine, oil drops and any heavy machinery we wanted. Cost wise, the animation came in less-expensive… but, only just.

Our featured video “Lubetech Character” was also an animation as we wanted to include three separate characters to involve all ethnic minorities. Hiring in three actors would have spiralled our costs out of control.

If you’re looking for a cost effective Video Marketing solution and want advice on which genre to choose, drop us a line at Tweak and we’d be delighted to advise.

Two minutes is the answer. Two minutes is too long for a front page video. Research suggests that viewers are more likely to click play if the duration is showing anything less than two minutes (Wistia).

Less is more. It’s perfectly acceptable to have a promo video on your website front page of 60 seconds – in fact, we encourage it.

My advice would be to any businesses considering Video Marketing is this: request multiple edits of a film. Why? Because the additional cost is so small. The shoot is taking place so we may as well take maximum advantage of having the crew there. Have a short, snappy film on the front, and a longer edit of the same film somewhere else on the site. Chances are surfers will visit your site a more than once before enquiring and in longer sales cycles they’ll be ready to consume something longer.

Grab your YouTube channel and start your journey to greater engagement today!

Matt Peake, BA Hons Lens and Digital Media, Director, tweakvideo.com

Video Marketing: Foreign language videos for overseas markets.

First off, where possible, know your target market from the project start. This way, we can storyboard a corporate video assignment (or animation) in a particular way, making translations into multiple languages a more fluid task.

An easy example of this would be to omit any images of native text – try to stick to symbols – think IKEA instruction manual.

With video, the two options are Dubbing or Subtitles.

Dubbing – This is where we employ a foreign voice artist to speak the translated words, and we mix the sound skilfully so that the native voice is heard underneath the new foreign voice.

Subtitles – Self explanatory really, translation services are employed and a video editor will edit in the text underneath as a graphic.

Video Production
On location in Basildon for our FASSI shoot!

 

Below is a link to our summer blockbuster for FASSI cranes. FASSI are an Italian company and the initial brief was to include four foreign languages versions: Italian, French, Spanish and (the one below) German.

 

We can offer cost-effective solutions for multi-lingual videos. One option is to do the translation yourselves if you feel the need. Or, alternatively, we can offer a turn-key solution where we take control of the whole process. Need more unusual languages like Chinese or Japanese? No problem, we can supply these too! Perhaps you require assistance in configuring an overall Video Marketing strategy? We’ll analyse your key messages and help to identify where your potential customers are. We work closely alongside agencies that provide Google True View analytics and advertising, ensuring that your videos enjoy good reach.

Need help with Video Marketing with International Reach? Please do get in touch, we’d be delighted to help! Pop along to tweakvideo.com to learn more.

Matt Peake, Director, Tweak Video

YouTube loves Video Production when it’s done correctly!

Grrrr… You’ve planned, filmed, edited and now finally uploaded your video to Google-owned YouTube and BLAST! What are those stupid black lines on the top and bottom? I thought I’d take a moment to explain some Video Production terminology to help you out.

A good place to start is the YouTube Help centre where we can find a wealth of info on file formats and duration but some of this might fly over the head of the would-be Steven Spielberg.

Aspect Ratio – Simply the shape of the video. For 99% of you, stick to 16:9 which is widescreen.

Letterboxing – These are black lines at the top and bottom of the screen. Don’t select this if you’ve filmed in widescreen. Just upload as is.

Data Rate – Whilst YouTube now accepts up to 50mpbs, I would opt to stay at YouTube recommended 8mbps. Your video taking AGES to upload? Maybe the data rate is too high (and indeed the video file size too big).

Tags – After successful upload, ensure you fill in your tags with the search keywords you wish to be found on!

I hope these few pointers have helped. I know it can be a real mine field when filming yourself. My top tip would be to film on an iphone in one single take and upload straight to YouTube – this is a great place to start!

Need advice on Video Marketing or how best to take advantage of YouTube. Get in touch now via tweakvideo.com and I’d be delighted to help.

Thanks, Matt Peake, Director, Tweak Video

Remember, Video Production needn’t be a scary thing. With a wealth of experience, we’ll ensure that you are well-prepared and relaxed in front of camera and we’ll even help with Social Strategy too. This will get the very best results from your Video Marketing endeavours.

When assessing your Video Marketing requirements you may stumble across Ultra HD or 4K. What should you opt for when seeking Video Production?

HD = 1920 x 1080 pixels. 4K = 4096 x 2160. Baffled? Don’t be : – )

Standard HD is still a great standard for Online Video although Youtube now accepts 4K video which is FOUR times clearer than HD. The first place to start is intended use. Is it primarily for Broadcast or for the Web? For the former I’d definitely opt for 4K as you can always down-convert. If it’s for online use I’d simply stick to HD for now as most home consumers are slow to adopt Ultra HD televisions. The budget conscious should choose HD also.

I’m writing all of this of course on my iMac which has a 5K retina display!! If you need assistance with Video Marketing Strategy or Production, get in touch today: hello@tweakvideo.com or visit our website www.tweakvideo.com

Engagement is everything and Music in Video Marketing is a must. You’ve got six seconds. So grab em!!

 

Keep any intro short and sweet and really think about music track selection to keep the viewer attention right on your content.

Have a look at this LinkedIn video on YouTube;

The music is so ace. Catchy, vibrant and relevant!

It syncs so well with the production style of the video as the lead female enters the room. The pace of any plot changes also work in tandem with any tempo changes in the music track – and this is no coincidence. Promotional Films should be front page winners – the first things web visitors see. Click to play and you’ve got them hooked.

Get in touch today and we’ll help with creative ideas to help your conversion rate grow through Video. View our portfolio here.

Give your business a boost!

Tweak Video

One true innovation we’re seeing in the land of Video Marketing is the continued emergence of Personalisation. The seamless integration between a Video clip (be it film or animation) and a company’s CRM system. The delicate balance between creative, engaging content and Minority Report style tech is here. Now.

Whilst the driving force behind this phenomenon in the UK appears to be BT Contact in partnership with Idamoo, these infrastructure companies are open to working with third party creatives, which is fab news for agencies like us. BT Personalised Clip

Across the pond, the industry leader is arguably Sezion (example here – Clip by US firm Sezion) and the trend is found across most modern countries. The sectors behind the growth tend to be financial providers such as mortgage, credit card and insurance companies as they can take advantage of timed events including expiry dates of interest free periods or impending renewals.

The concept isn’t new of course, just the medium. I have fond memories of my Midland Bank account when I was just five years old, when I received a “Griffin Savers” birthday card. No surprise of course, that I’m still with HSBC today! Ah, the personal touch…

2015 was a busy year in video marketing. In July, YouTube announced that 400 hours of video were being uploaded to the site every minute. In November, Facebook announced that they are generating 8 billion video views per day. And according to Tubular Labs, 654.7 million videos have been uploaded by 66.7 million creators in the last 365 days to more than 30 video platforms. And these videos have 2.8 trillion (yes, that’s trillion with a “T”) views, or an average of 4,390 views per video. But that’s last year’s news. What does the future of video marketing look like?

Let’s hear from a couple of experts below about their views…


 

Driven by consumer momentum, I expect mobile video to dominate the video conversation in 2016.

Mobile devices have redefined the way we live our lives and online video is in the midst of that redefinition. For example, YouTube has seen a 100 percent growth in watch-time on mobile devices vs. last year. Understanding and taking advantage of the changes in consumer behavior is more critical than ever for brands.

We are seeing a new behavior pattern emerge around micro-moments – intent-rich interactions where decisions are made in real-time. As all media channels are flooded with creative and engaging content, brands will need to understand how to build connections within these micro-moments.

Cenk Bulbul, Head of Agency Marketing, Google


 

Many video trends for 2016 are easy to predict – increased creation; more inclusion on websites; and the continued popularity of explainer style videos. Certainly video integration continues to grow.

Yet, I’ve noticed a major social media platform where video adaptation is surprisingly lacking: LinkedIn. Whether it’s because people don’t realize it’s possible to add video or they don’t have the savvy to do it, I predict you’ll be seeing a lot more video on LinkedIn in 2016.

John Follis, President & Creative Director, Big Idea Video

People love stories. They thrive on them. Effective Video Marketing can help you reach your customers on an emotional level.

Stories allow you to put actions and words into context. When marketing a product or service with video, stories help you show prospects what you’re about, without making them feel “sold.” When a story is on target, a prospect identifies empathetically with its characters.

To prevent rambling (and obscuring your intended point), be sure that your stories are carefully constructed. Give your story a complete structure, which includes these elements:

  • The beginning: Every video needs to start somewhere. The beginning establishes the context, characters, and expositions such as time, place, and circumstance.

  • The middle: The middle contains the dramatic point of conflict or anticipation that engages your audience. It’s where the action is.

  • The ending: Ultimately, the conflict must be resolved, often with an offer of solution from your company.

To design a story that speaks to your audience and drives the action you intend, start with a clean sheet of paper and identify these required components of storytelling:

  • Setting: Determine where the story takes place, and decide which important characters are involved. Viewers must be able to easily comprehend the location, the business process being addressed, and the company involved in the story so that they know what’s happening.

    The video setting doesn’t always have to be established at the beginning. Sometimes, revealing the setting at the end can have a greater impact. For example, viewers may react differently if a story they’ve just finished watching turns out to be a dream.

  • Protagonist: This character drives the story. She nearly always has a purpose. The protagonist is the reason the story is happening. However, the person who drives the action isn’t necessarily the character whom viewers identify as themselves.

  • Conflict: Conflict establishes the emotional connection. Somehow, obstacles get in the way, and pain is created. When you coordinate the challenge of the characters to correspond with your prospect’s pain, you make the emotional connection.

  • Resolution: Ultimately, your prescribed course of action should end the story. Even if the purpose of a marketing video is only implied, it still must promote your product, service, or idea. The characters must be perceived as benefitting from your offering — or at least as perishing from never obtaining it.

One key difference between marketing videos and artistic videos is that marketing videos are designed to compel specific action from the viewer. A marketing video has a purpose beyond being entertaining and artful: Its story must make the point and drive the viewer to respond or retreat. Telling a story for the sake of the story itself may attract viewers, but not buyers.

This is where we can help! With “Marketing” and “Conversion” as our primary objectives, we specifically gear Video Solutions to grow businesses. By encouraging viewers to take action, we ensure that our clients ROI is the absolute maximum : – )