I’m not sure it’s time to ditch professional cameras and gear, they obviously have their place and uses; however, I fully support the notion that it’s the story first and foremost, and the gear – whatever it is – second. Without a story to tell, no matter what camera equipment you use will just present a pretty picture at best.
Story is king, and news in particular puts story first and images second. Think on this a second. Weren’t you ever captivated by shaky pictures with atrocious colours and barely good enough sound and didn’t even think of those factors but were completely engrossed in the story they were trying to tell? Weren’t you glued to television screens showing monochromatic green night-shots of bombs falling somewhere and never thought anything of it? It’s the story first. Story, again, is king.
That’s why I’m so thrilled to have this adopted by some mainstream television stations who equip their reporters with smart phones to record their pieces and transmit them back to the studio. Here’s a story that captured my imagination this morning:
Swiss newspaper Le Temps reports that the TV station Léman Bleu made the major switch this past summer when it outfitted each reporter on the field with an iPhone 6 kit for shooting pre-recorded stories and for shooting live shots.
“It’s a search for lightness and responsiveness, but also a way to reduce the costs of producing a newscast,” the station’s news director, Laurent Keller, tells Le Temps. The station may not even be the first to make this shift: Keller also notes that one Scandinavian news outlet has already gone with an all-iPhone camera roster.
Keller says the new use of iPhone cameras allows reporters to go live from anywhere, both on air and online. “It’s up to us to reinvent the grammar of the image, to learn to shoot differently,” Keller says. Since the station is only on air for a few hours each day, this move to iPhones will allow reporters to capture and share much more content for online channels.
I think this is a brilliant move. The primary consideration for this to work of course is to have excellent broadband connections, otherwise sending videos back to base will be a continuous source of frustration that will destroy the initiative.
The other thing is to properly train those using these new devices on not just how to tell the story – presumably journalists have already had that training – but also how to effectively compose their shots and ensure that they are technically aware on how to balance their colours, contrast as well as get the optimum sound.
This is exactly what we are about to offer at Gulf Broadcast. We’ll offer a comprehensive corporate video production course so you can tell your own stories without having to hire us or anyone else to do so. You will gain the right technical knowhow in a practical workshop on things like camera types, videography techniques covering all aspects from pre-production through to final delivery of a project as well as suggestions on what computer platforms and software to use to achieve consistent professional results.
If you’re interested in enrolling or want to get more information, please reach out to us.
Video marketing is creating and distributing unique video content that answers the needs of your customers with the goal of getting them to take action. Video production is just one element of the video marketing process. Video marketing is strategy backed and incorporated into your wider marketing efforts taking into account audience and distribution methods.
Ultimately if your prospects don’t take the required action your marketing efforts will have negative ROI. Competition for attention is fierce online so having the right mix of high quality content and expert distribution tactics is essential to getting your message out.
Adding the human element can make all the difference to your marketing efforts. This is especially true in Bahrain where personal contacts are so important. Video is excellent for telling stories and research shows that stories are what builds relationships. Focusing on your customers needs though video content with relatable stories vastly increases your chances of making that vital connection.
Thanks to the internet and smartphones your content can now be accessed anywhere. Perhaps your customers come to your website, perhaps they spend a lot of time on YouTube. More than any other content, video allows you multiple distribution channels. Video can deployed at key sites of customer interaction across your website or though a dedicated YouTube company channel. For our clients video ads have consistently proven the most successful form of online distribution and lowered their costs for acquiring new customers.
In one Forbes study 25% of C-level executives surveyed made a purchase for their business after watching an online marketing video. Video gets the viewer to point quickly and clearly in minutes. Instead of having to click though endless website site pages, a video delivers your message in 2-3 minutes. When you put compelling, targeted video content in front of decision makers you instantly make that decision much easier for them.
Storytelling is at the heart of all human communication. This post from Hootsuite goes into detail about just how important storytelling is for companies, especially online. Video allows you to build tension, establish context and provide the wow factor. Many successful marketing campaigns are built around solving problems. Framing your questions in terms of a story makes them relatable and increases engagement with your target audience.
It’s been the big trend in social media over the last few years. Video is increasingly the medium that people want to see, share and create. All the big social networks, Facebook, Twitter and Instagram have invested heavily in making video a key part of their networks. Social advertising is fast becoming a necessity to be successful online and social networks now provide powerful distribution methods to reach your target audience though video.
Recently Facebook hit 1 billion video views a day and this trend is only going to continue. By some account video is expected to account for 84% of internet traffic by 2018. People across all businesses and interests are watching video. Companies that are not creating video are losing business to those who do.
Some more incredible statistics about video marketing online:
Talk to us about video marketing in your business.
It is no surprise to me, as an industry expert and insider, to note the continued rise of video on all of its platforms: particularly through Internet delivery. The report just issued by Adobe “The US Digital Video Benchmark – 2012 Review” uncovers many of the strengthening trends in this arena.
For instance – and remember that this report generally concerns itself with Adobe customer generated content, see methodology below – the report finds that digital video consumption has grown by 30% year-on-year in the last quarter of 2012 and that has been a staggering 50% growth in video streams since the first quarter of 2011 and that video views on mobile devices have tripled from 2011 and 2012!
The mobile video viewership also has some interesting findings. Tablet video consumption slightly outpaced smartphones. I personally believe this trend will continue to grow next year and will strengthen the report’s findings in that longer form content are viewed on tablets than mobile phones.
In Q4 of 2012, the video view rates were 12% for smart phones, 32% for tablets and 48% for PCs. The opportunity here, the report suggests, is that “the growing mobile audience provides incremental engagement and review opportunities for advertising … Publishers can capitalise on this target audience with high CPMs and incremental impressions” which is something that we at Gulf Broadcast have long believed in. In fact, we created Bahrain’s first fully integrated online media channel in MyBahrain.ME with fresh video content added every month, and we integrated pre-, mid- and post-roll advertisements within videos. Special sponsorship packages are also available.
The report also finds that broadcast TV content drives the most views. That is, people consume interesting structured content. Another thing that MyBahrain.ME is good at.
Social media and video of course go together extremely well. They’re more than a natural fit, with the entrenchment of social media in our lives, video has found a natural home. Through social media and video, people got to better share their happening and emotions, something that text alone – or even pictures – cannot easily do. As for business purposes, video content generates more engagement. Here’s what I find interesting in the social media section in the report though; it states that:
The report outlines the opportunity this presents: “Offering more video content is one key to unlocking the value of social media. Brands should create more video for use in social marketing and publishers should increase social media marketing efforts to attract more engaged digital video viewers.” [italics mine]
Here’s another interesting fact that the report found: “Ads placed at the end of a video hav better click-through rate – about 3% – when compared to ads placed within or on the front end” this translates to if you wish to place an ad as a post-roll, then that add would serve your purposes better if it is a call to action.
The report also highlights the utility of mid-roll ads providing more and better engagements. Not only that, they promote viewing the video to completion in longer content. Mid-roll ads have the second highest reach and depending on the opportunity, they may deliver more engaged brand impressions. Here’s the really interesting thing: the report found that ads appearing within the video – ie, mid-rolls – as opposed to before or after, promote completion, especially if the content is longer than two minutes.
This is a fascinating report and I encourage you to read it if you want to gain some insight on how to leverage video content and video advertising for your business. The report is available for download here. We’d love to help you achieve better reach too. Please contact us on +973-17599059 to discuss your requirements or fill in the form below and we’ll be in contact with you within 24 hours. We look forward to collaborating with you.
For those interested, the methodology used leaves no doubt that the report’s findings are authentic. Here’s how the data was compiled:
“This data is based on 19.6 billion video starts in 2012 and is comprised of the aggregated and anonymous data from media and entertainment websites. Additional sample information includes: • 10.1 Billion ads served • 457 Million Facebook Posts • 365 Million Facebook Comments, Shares and Likes • This data does not contain any User Generated Video Content (UGC).”[hr]