The Corporate Video

When folks discuss “corporate video”, many of us may call to mind the god awful videos from the 80‘s that were dry, flat, or downright goofy. Now, as I noted earlier, the terms ‘corporate video’ and ‘promotional video’ tends to be utilized interchangeably, and while they are both flexible concepts I’m seeking to create some distinction between them so you are better instructed when figuring out what to film or, trying to understand what your client wants. This article is from Video for Business, an online video production & marketing course.

Broadly, we can define the corporate video as a straight-talking, information based production that humanises the business, introduces the directors, the staff, the facilities, working practices and the company ethos. As we mentioned in Chapter one, this is where your business can tell its story and strive to win over the viewer and assure them that your business is sincere, honorable and deserving of their patronage.

Creatively then, the corporate video tends to be a little more risk-averse depending on your brand style and target audience. A video for an accountancy firm is going to be as professional and assuring as possible, after all, your potential clients will be entrusting a great deal to you. However, if you’re selling extreme bouncy castles then you have a little more adaptability – you are able to sell your company as entertaining, dynamic, perhaps a little bit silly because your clients are buying in to that when they purchase those products from you.

Still, I’d like to console you that your corporate video doesn’t have to be an explosive viral, it really can be as basic as talking heads of your staff intercut with shots of your services and goods. You see, 99% of the time, the corporate video is intended for people who are already on your website. Of course you can stick it on social media and YouTube, but it won’t go viral and it sincerely doesn’t have to.

As a a collection of corporate video examples, take a look at these videos from The University of East Anglia, Masters in Politics, Masters in International Relations & Masters in Public Policy.

If you’ve got prospects on your website then the battle is already half-won. They’re well aware of your company name and hopefully your product or service, now they need to be reassured and motivated to spend their cash with you. Fancy graphics and comedy won’t do that if their questions are unanswered and concerns unmitigated, they’ll simply find someone else. When we come to talk about strategy in Chapter 10, you’ll understand that different types of videos sit in different areas of the online world, and play different roles in your overall online video marketing efforts.

To learn more about video marketing then try Video for Business, an online video marketing course or talk to Lambda Films, a Video Production Norwich company. To put the corporate video in more context, let’s look at its antithesis, the viral video.

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Effective University Video Marketing

Video Marketing for your University

Universities are prime institutions to take advantage of video marketing, understanding full well that their target niche are modern, tech-savvy consumers, familiar with the merits of video over copy. University marketing videos can take so many forms, promotional videos, course videos, event coverage, school videos and animations. Video marketing can be a rewarding avenue for attracting new students during the application process. In this article, we’ll be using three University marketing videos as examples.

The online status of your University is at stake when developing your video, so if at all possible, consider hiring a professional video production company to produce your video material. Take a peek at this video on studying a Masters in Politics to see the range of professional tactics incorporated.
If you don’t have the budget for professional production, see if your university audio-visual department, film school or Student film society can furnish you with equipment and the people to operate it. Production values are crucial when presenting your University online so make sure your operators are capable with cameras, lenses, lighting and audio.

Don’t try and fabricate information or sentiment, use real students and teachers to give your video sincere authenticity and passion. To make certain you get natural sounding responses, stay clear of giving your participants scripted lines to read, instead put together good, open ended interview questions that will really encourage your subjects to elaborate on genuinely exceptional experiences. This video on studying a Masters in International Relations is a good example of genuine testimonial.

Consider the location of your University. What buildings and environments do you want to flaunt in your university marketing video? When selecting locations, think about when you’ll be shooting, whether there will be people around, and what the sound and light will be like.
Once everything is organised, you’re ready to commence shooting your marketing video. It’s fundamental that you get high-quality, professional looking footage. Consider subtle tracking motions, depth of field, professional 3-point lighting so make sure to shoot and re-shoot until you get everything right. Finally, take a look at our third example, Masters in Public Policy, which makes use of many of these production skills. You may end up taping as much as 1 hour of footage for each edited minute in the final video.

Once your video is finalized you need to get it in front of your target market – online teens! YouTube is one of the most clear options, optimising either for the appropriate course title for those looking for choices, or your University name for prospective students who have narrowed down their choices. If at all possible, endeavor to make a variety of versions of your videos to cater for different marketing platforms and audiences.
Hopefully these tips will get you started on cultivating an online video presence for your University. If you’d like to consider a professional outfit then please take a look at the Lambda Films marketing video, video production norwich. We’d love to help your video marketing efforts!

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If your filming a corporate video, then I might be right in assuming that if you’re putting someone who represents the company on camera, then they’re probably not a professional actor. Because of this, producing an engaging and quality content might not be so easy. From personal experience, I’ve found people can be a little shaky and nervous a lot of the time, and believe it or not that doesn’t look great on camera.

There are several very basic techniques that I can guarantee will help pull of a much more seamless interview…Remember these and before you know it you won’t have to follow them exactly, you can carry out an interview without following a set of fixed guidelines, but I’d recommend not straying too far from them. Can I draw your minds back to the Chris Stark and Mila Kunis interview I used in a previous post? As you might recall, the law of interviews told us it should have been bloody awful, but he pulled it off.

The one thing you have to remember is, whether they are a celebrity or a business representative, the exchange will not run go well if the subject does not feel comfortable around you. This video blog from Lambda Films, a Norfolk video production company, highlights  some great ways to relax your interviewee, and how exactly to get the best out of your interview.

Believe it or not, one of the vital elements behind every good interview is simply what clothes your subject is wearing. Crazy, right? So how does that effect how relaxed someone it? I hear you ask.  To be perfectly honest, it doesn’t. It will make your interview look better though, which is pretty key if you ask me – a stripy shirt can have a funny appearance when on camera, it sort of wiggles around, and the effect isn’t great.

If the subject appears nervous, then despite all your easing methods they still might fidget. It’s a good idea to get as tight a shot as possible so even if they are moving around a lot, it’s not really noticeable. Do everything you can to avoid this nervousness though, a casual conversation before the interview starts can make all the difference.

Something you should also consider it letting your subject sit where they like. You are the professional and you do know what is best, and I’m sure you’ll have a shot you’d like in mind. But you should try as much as possible to mould your should around the comfort of your subject – in the end, that’s the most vital aspect of the interview.

Once you’ve arranged your shot and everyone is lolling and joking and having a great time, using light and some light makeup will make the shot look significantly better. Dim lighting and shiny subject is a horrible combination. This would be a nasty result to all of your hard interview work. Good lighting is crucial, especially where closeups are concerned – nothing escapes the penetrating eye of a closeup.

What can’t be taken too lightly is the simple tactic of making your subject comfortable, it will make or break any interview. An awkward interviewee results in an awkward interview which will make awkward viewing. It’s vital you remember that.

For more video marketing tips, I recommend this blog.

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Video production terminologies you ought to know

So I’ve been working with video production for a while now, but there are still terms I’m unfamiliar with. I’ll often find myself nodding intently with absolutely no clue what ‘aspect ratio’ actually means and then rapidly Googling the second no one is looking.  This just won’t do, I need to know what these terms mean – and more importantly I need to know what terms I should understand so that I can learn them. For those of you who are in the same position as I am, never fear. In this week’s blog I’m going to pop in a few of these terms with some very simple explanations to go with them, soon we shall saunter into the office and proudly proclaim ‘Ah! You sir! Do you know what asperity noise is? Hm? I do, HA!’. Just like that. For the record, asperity noise is basically the funny hissing noise that’s caused by defects while recording, primarily, on tape. Posh words for silly things.

To start with, as much as finding a technique to supply these terms through a bite sized media, this video blog from East Anglia video production company, Lambda Films, manages to sum up a couple very nicely.

Easy enough, right? As said in the video, basically aspect ratio how broad the screen is to how high the display is. Here’s a little diagram demonstrating what these ratios are usually designed for. Whack that one into your information bank.

The other well-known term that the video refers to is frame rate. Frame rate, or frame frequency, is generally the number of unique pictures, or frames, there are actually per second. The norm for most motion pictures is twenty-four frames per second (fps), nevertheless more recently in the film industry filmmakers are trialling 48fps. Peter Jackson’s The Hobbit: An unexpected journey was the first film to actually be released filmed in 48fps. Jackson thought to shoot The Hobbit with the non-standard frame rate with the belief that the audience might be more immersed into the movie, as well as to help reduce the motion blur during action sequences. The HFR experienced mixed reviews, many thought the realism meant that the magic was sacrificed thus as was their connection to the story.

Listed below are some other terms you should probably be familiar with:

A cutaway a shot within a sequence of shots that interrupts the stream of action, it might correspond with a relevant detail mentioned in order to exemplify a point.

Can also be referred to as the iris, in connection with the similar role. The aperture is an opening inside of a lens that controls the amount of light reaching the image sensor. The amount of light let into the lens is called exposure. The aperture size is measure in ‘f-stop’. A number describing the size of the opening compared to the focal length. The lower the number, the wider the opening and the more light allowed through.

And there we have it, just some simple and commonly used terms which you might come across. Make an attempt to know as much as you can through production books or even just other online sources, that way you sound wonderfully skilled.

A related website you should look at is this video production blog, it’s very suave.

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Advantages and Disadvantages of using YouTube

The online world is built with many platforms to share content on. From the favourite social media sites such as Facebook and Twitter, and then of course there’s the platforms with more scope to produce creative content, such as Vimeo, Vine and YouTube. Of these three, YouTube is the one that the masses are more likely to be familiar with. Some of you might be wondering right now what this has to do with marketing, YouTube has a reputation for endless amounts of amateur content, but can it not be a valuable marketing tool as well?

In previous blogs I’ve talked a lot about viral videos and how larger companies have realised that they are an extremely beneficial marketing tool, but viral videos could not exist without a popular video host. Queue YouTube. There are more benefits to YouTube than people realise, it might be hard to believe but YouTube actually offers more than a free and unlimited platform… which when you think about it, is pretty good anyway.

YouTube focusses largely on how your video content is viewed on other online platforms. When you upload a video, you have the option to share it in at least ten different forms. The most common of these would be Facebook, Twitter, Google+… but then there’s others: Bebo, Tumblr, Reddit, Pinterest and  Odnoklassniki (which, going off my five Russian lessons, is Russian – but that’s as much light as I can shed) are all on the extensive list. The analytical features on YouTube are incredibly clear and beneficial as well as allowing you to see whether you are targeting the right demographic. It is carefully assessed by age, gender, location as well as other means of analysis and is formatted in nice graphs so you can see where and who your video reaching – and be very smug when Madagascar is highlighted on the map feature, as unlikely as that is. 

Though you might not be aware of it, YouTube has very closely integrated with Google… this relationship means that YouTube ranks very highly in search results. YouTube is also the second largest search engine, which means when you’re Googling the pros and cons of YouTube, you’re much more likely to find this video from Lambda Films, a web production business based in East Anglia, which is actually very informative when it comes to using YouTube to its full potential. You might also choose to watch it if you want to learn how to flirt with a camera, as this guy does just that… not sure why you’d want to learn to flirt with a camera – come to think of it. 

The video details how a ‘well optimised’ YouTube vid might appear above the web results in the Google ranks. This happens when Google selects it as quality content that contends with the other web results. In order for this to occur your video has to be well optimised though, and fortunately YouTube has a feature to tag the video with relevant subjects, so get tagging.

Just as a side note, you can actually combine cat videos are promotional work… not regularly, but this video seems to work!

It might be free, but YouTube is by no means unprofessional, on the contrary is carries with it the ability to really boost your business… so if I were you I’d take advantage of that. 

Another blog that’s worth looking at is this one, if you’re still after more video marketing tips.

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The ideal video length

When it comes to making YouTube videos too long, I’m the prime culprit. I’m not at all selective when it comes to the content, I want every single bit in the final video. What I’m criticised on consistently when I upload a video is the length and the amount of needlessly added content. So sue me, though it might be due to my stubborn and conceited nature, I suffer from severe reluctance when it comes to cutting down my content.

What I need to learn is that my content is more likely to be watched in its entirety if it’s a bite-sized and palpable video. I was looking at some statistics, the average attention span in 2012 was just 8 seconds. So in order for a video to gain views, it must be regularly punctuated with something that will grab the viewers attention and regain their interest. Just to point out that the average attention span of a goldfish is apparently 9 seconds, so next time someone tells you that you have the attention span of a goldfish, the correct answer is “thank you”. One I can certainly believe is the statistic that office workers on average check their email 30 times an hour. But here’s the important one if you’re a regular uploader, the average length watched of an internet view was just 2.7 minutes. So if you’re producing 30 minute long programmes, the chances are no-one is watching the whole this. Unless it’s incredibly gripping, and even then – 30 minutes? Snore! I could be doing more productive things with my time, like checking my emails.

It seems the general rule with online video production is simply keep it short, and keep it interesting. If you’re like me in that you’re not brilliant at cutting your content enough for it to be a valued addition to the YouTube shelf, then you might want to look at this video I came across. Don’t worry, it’s not long. These video blogs are produced by a Norfolk web marketing corporation, Lambda Films, and if you’re looking for tips for promoting your video content then it’s a great blog to follow.

The gist of the video is to effectively respect the viewers time, but it provides some techniques in maintaining your viewers attention as well. Initially you should grab their attention with an introduction. If you’re introduction is a dull as a dreary Wednesday, then it doesn’t bode well for the rest of the video. Even if the rest of the video is golden, if your opening is not engaging then you’ll have instantly lost some valuable viewership.

The video also reiterates that irrelevant material needs to be cut, and be brutal. Think more about what’s interesting to the masses rather than your individual perspective. It might be your baby, but the harsh fact is that not everyone is as interested as you are. Unless you make it that way, and the duration is a huge part of that. I’ll let you know if these tips help my own video promotion. If you apply these techniques to your own videos, let me know how you get on in the comments below!

For more useful things on online marketing, check out this site.

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How to choose a video camera

Buying a video camera is an extremely exciting experience, you just want to buy which ever one is perfect so you are able to get started on filming as soon as possible and having a play around with all the advanced features. In spite of this, it is very important slow down, and take some time exploring all the features and what is perfect for you and your capabilities, simply because owning a camera you do not understand would simply be a nightmare. Selecting your very first camera is difficult and daunting because you have got to attempt to think long term as well, about functions which you might grow into as you develop your skills, and also the type of film-making you will be using it for. There is a lot to think about and a number of choices in the video camera marketplace therefore it is crucial that you explore your options carefully.

I felt that it was necessary that I explored tips on how to make this process much easier, therefore when I actually go shopping for a video camera I understand exactly what fundamental features to consider. I stumbled across this video blog, How To Choose A Video Camera and it was made by a web video production company. It covers five important elements that really have to be considered when going to purchase a video camera.

When looking at video cameras today the majority of would have the ability to create high definition motion pictures, therefore it is important to take into consideration these terms, HD 720 and HD 1080. These numbers are a measurement of the pixels that make up the vertical height of your video. It is important in the quality of the picture, the more pixels a camera has, more information there is and therefore the footage will be of higher definition.

It is also crucial to think about the cameras audio capability, for example, does it have a good microphone built in? Because if not, you may want to also buy a separate one to pick up better audio, this then creates the matter of needing to make sure that the video camera has a microphone jack to plug in an external microphone.

The majority of cameras you will be looking at will be tapeless unless you are looking specifically for one that would require tape instead. However, in most cases HD video cameras will record onto memory cards. Which is very beneficial for a number of reasons, firstly there is less risk of the tape breaking and as a result losing footage. Second of all it also means that there is less noise when recording and finally, the memory cards are reusable, therefore will work out as being cheaper in the long run.

It is important to also take into account how much manual control you will need, consequently effecting the exposure or the brightness of the image, the focus and the depth of field. If you feel comfortable and confident, generally the best results tend to be accomplished through manual control. Usually the more you spend on a camera the more manual control can be achieved.

If you feel that this blog was useful in helping you understand how to choose a video camera then take a look at this blog as well!

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