January 15, 2021 /
Video marketing has always been considered a critical aspect of both traditional and digital marketing. Videos can be used to communicate company mission statements, explain new products and services, create tutorials, and much more. Overall, they are a great way to connect with customers in a versatile and engaging way.
But is video marketing actually worth it? Is the video production process worth the time, money, and effort? Before investing in any marketing initiatives, it’s important to understand what returns you can expect to achieve. To help you explore the value of video marketing, check out these video marketing statistics for 2020.
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Is video marketing worth it? The shorter answer is: Yes, it is. But if you need some more convincing before you invest in a video production project, here are eight statistics that demonstrate the value of video marketing.
Demand for videos from brands and businesses is high and quickly growing. According to HubSpot, 57% of consumers from ages 18 to 24 prefer to see video content from businesses they support over other types of content. 56% of consumers from ages 25 to 34 feel the same. In fact, the only age group to not share this preference is consumers that are 55 or older—but still, 47% of these consumers tend to favor video content.
When it comes to digital marketing, the first challenge is getting your target audience to view your content in the first place. The second challenge is effectively communicating your message through this content. This is where video marketing shines.
Per Invisia, consumers tend to retain 95% of a brand’s message when they receive it through a video compared to 10% when delivered through text.
Generating shares is key to a successful social media marketing campaign. Videos are much more likely to be shared than other types of social content. Compared to text and image content, social videos generate 12 times as many shares! If you’re struggling to create share-worthy content on your social media channels, video marketing may be the solution.
ROI is king when it comes to measuring the success of your marketing efforts. This metric is one of the best indicators of your ability to acquire leads, increase traffic, and generate conversions.
In their 2020 report on video marketing statistics, Wyzowl found that 89% of video marketers say video gives them a good return on investment, and 87% say that video marketing has increased their website traffic.
If everyone else is doing it, it might be a good idea to consider utilizing video marketing as part of your overall digital strategy. According to the same Wyzowl report, 85% of businesses use video marketing compared to 87% in 2019, 81% in 2018, 63% in 2017, and 61% in 2016. This tells us that companies are increasingly realizing the value of video marketing and choosing to integrate it into their marketing campaigns.
Increasing web traffic and acquiring leads is an incredibly important step in the sales funnel. Once there, your website needs to be able to convert those leads into paying customers. According to Campaign Monitor, including a video on your landing page can boost conversion rates by as much as 80%.
Video marketing is widely known to be an effective way to facilitate communications between businesses and consumers, but what about B2B video marketing? Is video marketing still worth it for B2B businesses?
The stats say yes. The Content Marketing Institute found that 71% of B2B marketers use video marketing, making it more widely used than case studies, infographics, webinars, white papers, and eBooks.
Search engine optimization is a vital aspect of digital marketing. Successful SEO campaigns help increase brand awareness, web traffic, lead generation, and sales conversions. As such, it’s important for marketers to do everything they can to improve their search engine rankings.
Invisia found that websites that include a video are 53 times more likely to reach the front page of Google.
As you can see from these video marketing statistics, the answer to the question, ‘Is video marketing worth it?’ appears to be a resounding yes. But to take advantage of this powerful medium, you need to create high-quality video content that clearly conveys your message and appeals to your target audience.
The best way to accomplish this is by working with a professional video production company. From pre-production to filming and editing, a professional production company can oversee the production process from end-to-end, helping you to create a high-quality, high-converting video campaign.
Search the Creative Humans directory to find and hire expert talent for your video production project.
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TikTok Video Advertising Tips
Social media videos are a great way to reach broader audiences, build brand awareness, and take advantage of social trends. When it comes to choosing a social media platform to advertise on, TikTok is worth considering, due to its incredibly large active user base and focus on video content.
But advertising on TikTok isn’t the same as advertising on other platforms like Facebook or LinkedIn. TikTok videos can be anywhere from 15 to 60 seconds long, meaning it’s important to make every second count. You don’t want users to scroll right past your video before listening to what you have to say. To help you create a successful campaign, here are a few important TikTok video advertising tips to keep in mind.
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Why should your brand dedicate time and resources to advertising on TikTok? With 800+ million active monthly users, TikTok is one of the largest social platforms in the world, beating out other apps like Snapchat, Twitter, and LinkedIn.
- Users in over 150 countries worldwide
- TikTok was downloaded over 5 billion times in 2019
- Over 37 million users in the US in 2019
- Dominated by Gen-Z, with 5% of users in the US being under 29
TikTok’s large user base and worldwide presence make it a great platform for brands trying to build their audiences—especially for brands with younger audiences.
Creating a video ad that creates new fans, generates leads, and appeals to your target audience is much easier said than done. TikTok ads need to be concise and relevant to your audience. To make an ad that stands out and generates results, keep these six tips in mind.
Social media users are constantly bombarded with ads from brands—many of which they are not interested in. The last thing users want to see is another overly long ad from a brand they don’t know or care for.
TikTok videos can be 60 seconds long at most, meaning keeping it short isn’t much of an option. Still, even with this time allotment, it’s often better to aim for 30 seconds or under to maintain your audience’s attention and get your message across.
Partnering with influencers is a great way to convey your message to your audience through a familiar face and voice.
Finding relevant users on TikTok is easy. You can use the ‘search’ tool to type in keywords related to your brand (e.g. “fitness,” “gardening,” “lifestyle,” “fashion,” etc.) and browse creators to see how many followers they have. Verified users will have a blue checkmark next to their names. Partnering with these verified influencers can be a great way to boost brand engagements.
The three primary factors to consider before partnering with an influencer are relevance, influence, and location. Do they make content related to your brand or niche? Do they get a lot of engagements? Where are they located, and does their audience have access to your products?
Informative content is one of the best ways to build customer loyalty and establish yourself as an authority in your niche. This can include behind-the-scenes content, demonstrating how a product works quickly, explaining how your services work, or similar types of videos.
Keep in mind that TikTok is a vertical video platform. While the platform does let you upload square videos, stick to a 9:16 aspect ratio to optimize your content for TikTok. Uploading vertical videos will ensure that your video ads look native to the platform and will help maximize performance and user engagement.
While TikTok has evolved to become a home for short videos spanning a wide range of categories, the app is still very much the music-based platform that it was when it was still known as Musical.ly.
Consider using popular music and soundtracks in your video ads to boost engagements and appeal to your target audience. You can use TikTok’s SmartVideo Soundtrack feature to pair relevant music with your video.
When appropriate, include relevant trends in your videos. This could be music, dances, viral challenges, etc. Hopping on new and emerging TikTok trends is a great way to entice new viewers and deliver entertaining content while getting your message across. You can browse TikTok’s ‘Discover’ page to see trending content and get a better idea of what users want to see.
Brands can’t afford to overlook TikTok as part of their video marketing strategy. With over 800 million active monthly users, there are endless opportunities for businesses to expand their audiences and generate more high-quality leads.
By hiring professional video advertising specialists to help you produce TikTok video ads, you can create relevant content that appeals to your audience and generates great results.
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10 Types of Videos to Consider for Your Next Campaign
If you have been wondering how to leverage video marketing, then this article is for you. Video marketing is a powerful tool that brands can use to broaden their audience, boost conversion rates, and introduce their products and services. Businesses can use several different types of videos to accomplish various goals depending on their needs and long-term objectives.
From explainer videos to branded content, it's important to consider what types of videos will help you achieve your brand goals and maximize your marketing ROI. To help you plan and refine your marketing strategy, here are 10 types of videos to consider using in your next video advertising campaign.
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The types of videos you use in your marketing strategy depend mostly on what you want to achieve with the campaign.
In general, videos serve one of three purposes:
- Raise awareness: Includes videos that introduce your brand to customers and generate interest in your products or services.
- Increase engagements: Certain types of videos, like social videos, help brands increase engagements, like sharing your video with others. These videos help maximize your reach and build consumer trust.
- Generate conversions: Testimonial videos, product demonstration videos, and similar videos aim to increase conversions by appealing to customers in the decision stage of the marketing funnel.
Marketing videos can be used at every stage of the marketing funnel to drive viewers closer to making a purchase. Branded content, for example, can be used during the awareness stage to generate brand interest, while testimonials can be used at the decision stage to convince viewers to make a purchase.
Here are ten types of marketing videos that brands can use to build brand awareness, establish consumer trust, and generate more conversions.
Explainer videos are incredibly versatile marketing tools that are used to explain new products, services, concepts, and more. They can walk viewers through how to set up and use a product, teach them how to perform a task, or explain what your business does.
Explainer videos introduce a problem that your target audience faces and explain how you can help them solve this problem. These videos help establish your brand as an authority on a specific subject and demonstrate the value that you offer to your customers.
If you (and your audience!) need a break from promotional ads, consider an explainer video so that your audience gains deeper knowledge into your product's features and benefits. Explainer videos introduce your brand, products, and services while providing valuable information to your viewers.
Customers want to know that the companies they purchase products from share their values. Company culture videos help brands establish consumer trust by demonstrating your brand’s values.
These videos help humanize your brand and encourage long-term customer loyalty. Company culture videos can include office tours, employee interviews, factory tours, etc.—anything that demonstrates what makes your company unique and appealing to your target audience.
For example, a coffee company might make a company culture video that showcases where they get their coffee from to demonstrate that its products are ethically sourced. Alternatively, you might consider making a “Working at [Your Company Name]” video that features employees discussing why they enjoy working for your business.
Billions of consumers use social media worldwide, making social videos a great option for brands looking to increase brand awareness and target online audiences.
Social videos need to be short and eye-catching to capture the attention of social media users who are quickly scrolling through their feeds. Social media platforms like Facebook make it easy for brands to target very specific audiences and deliver curated content that appeals to their specific wants and needs.
When using social videos, it’s important to carefully consider what platforms to distribute your videos on. LinkedIn, for example, is ideal for B2B businesses or B2C businesses targeting professional audiences. Twitter or Instagram, however, are often better suited for brands targeting younger audiences.
For nonprofit organizations, it’s important that your marketing campaign helps raise awareness for your cause and encourages your audience to engage with your organization as volunteers or donors.
Nonprofit video production enables mission-driven organizations to share their message and values, helping them build community trust, raise funds, and improve engagement.
Nonprofit videos focus on why your organization exists, what it hopes to accomplish, how it plans to fulfill its mission, and how it has already contributed to its cause. By focusing on these qualities, you can convince viewers why they should support your organization. After generating support, you can use future videos to share ways in which your audience can support your efforts.
Commercials are a more direct type of marketing video that helps brands promote products or services. Traditional commercials are a great option for businesses that want to market their products and services to mass audiences across several channels, including television and social media.
Commercials are typically one minute or less, focusing on what your product is, what it does, and why your audience needs it. They feature eye-catching visuals and a clear call to action that encourages viewers to learn more.
Branded videos promote your product or service while keeping your brand in the background or by not directly featuring your brand at all. This can include lifestyle, entertainment, or informative content. Many audiences respond more positively to branded content than commercials, because they perceive that branded videos present them with something more valuable than what a general advertisement offers. This method of indirect marketing can be more effective than a direct commercial pitch.
From concerts and conferences to conventions and trade shows, live events offer a great way for brands to connect with customers, share new ideas, showcase new products, and discuss industry trends.
To maximize the reach of your live events, consider utilizing live event video production. This can include live streaming your event to viewers that can’t attend or recording key moments from the event for distribution on social media. You can also use Instagram and Snapchat Stories to share bits and pieces of your event with your followers.
Live event videos can also include behind-the-scenes footage to give viewers exclusive access to things that live viewers can’t see.
Testimonial videos are one of the best tools for building brand trust and encouraging customers in the decision stage to make a purchase. Consumers are much more likely to trust the opinions of real customers than promotional content from brands.
Testimonial videos should be authentic and feature real interviews with satisfied customers. Ask customers why they bought the product and what they liked about the product. Let them give honest answers instead of using a script.
These types of marketing videos are ideal for online retailers as they give customers a better idea of what they can expect when they purchase your products or services.
Animation can make your marketing videos more accessible and appealing to viewers. In today’s digital landscape, users are bombarded with ads everywhere they go. To get through to these viewers, it’s important to make your videos stand out from the crowd.
Animation can be used in nearly any type of marketing video, including explainer videos, social videos, training videos, how-to videos, and more. Animation can replicate real-world scenarios, demonstrate how a service works, and complement voiceovers with relevant and exciting visuals.
While live-action videos often offer a more personal touch, animated videos are generally much more versatile and are more likely to catch the eye of digital users scrolling through their feeds.
Educational videos are often used to establish brand authority and trust by providing useful information to viewers on a topic relevant to your brand’s niche. This might include tutorial videos, how-to videos, or videos focused on explaining a complex topic.
Educational videos also help brands bolster their written content. When included with company blog posts, they can boost traffic and capture users that aren’t interested in reading long-form written content.
Educational content is not typically promotional in nature. Instead, it’s important to focus on providing useful content while subtly promoting your brand or products in the background.
Video marketing is a powerful tool that helps brands achieve their long-term business goals. By utilizing different types of videos, you can target customers at different stages in the marketing funnel and maximize your marketing ROI by creating a campaign that builds brand awareness and generates more sales.
Creative Humans helps brands connect with video production professionals that have experience planning, producing, and distributing various types of marketing videos for maximum impact. By partnering with an experienced video production company or freelancer, you can create and implement a video marketing campaign that generates results.
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9 Company History Video Examples from Creative Humans
To build brand awareness, encourage customer loyalty, and establish brand culture, it’s important for companies to establish familiarity and trust with their core audience. One of the ways brands are able to do this is by detailing their stories and company histories through effective video marketing campaigns.
Company history videos allow you to tell viewers the story behind your brand. They tell audiences how your business began, where it started, what it has accomplished, and how it provides value to customers. To help you get inspiration for your project, here are nine great company history video examples from the professionals at Creative Humans.
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Day Rate: $800 - $15,000
Director, Creator ID: DIR7707CS
What comes to mind when you think of Tyson? Most people tend to think of frozen grocery store chicken nuggets and similar products. To dispel this notion, Tyson created this company history video that focuses on highlighting the many different uses of its products, from fine dining to a wide variety of grocery store products that many consumers wouldn’t recognize as Tyson.
Production Budget: $10,000 - $20,000
Production Company, Creator ID: PRO5352NF
Rather than creating a video aimed at consumers, Ralph Lauren wanted to create a video to instill in its employees an appreciation for the way that Ralph Lauren sees New York City. This 60-second video focuses on capturing small, hidden moments throughout the city that highlight NYC’s unique cultural qualities.
Day Rate: $1,500 - $3,500
Cinematographer, Creator ID: CIN7693LH
This corporate history video by CVS aims to explain the company’s new focus on its health food and beauty strategy and how the company is counting on employees to successfully carry out this strategy.
The video concisely explains core components of this strategy, like creating sections in stores that are dedicated solely to health foods. The video hammers the message home that CVS is relying on employees to play an important role in this new business initiative.
Production Budget: $30,000 - $45,000
Creative Agency, Creator ID: CRE7760TL
HP commissioned this trade show ad web video for its annual customer conference. This short, one-minute video focuses on the major role work plays in our lives with an emphasis on modern workflows and collaboration. With this in mind, HP goes on to explain how its products improve collaboration and how the company’s focus on innovation allows them to remain at the forefront of modern workplace technologies.
Production Budget: $30,000 - $40,000
Animation Studio, Creator ID: ANI7842AH
One of Patagonia’s key corporate values is #NBBC, or ‘Not Bound By Convention.’ Patagonia employees and brand reps are encouraged to ensure customers have a great experience, even if it means breaking or bending the rules.
To demonstrate this, Patagonia commissioned this video, which tells stories from employees in the form of an animated documentary. The audio comes from recorded employee interviews, and the visuals include hand-drawn animations over backgrounds made of Patagonia fabrics.
Production Budget: $30,000 - $50,000
Production Company, Creator ID: PRO280RM
To highlight Wells Fargo’s partnerships with young mission-driven brands and companies, the company produced a six-part video campaign with each video focusing on a different partnership.
This video focuses on Wells Fargo’s partnership with Clutter to demonstrate to viewers how the banking company is able to help young companies grow through innovative services and banking technologies.
Production Budget: $8,000 - $10,000
Production Company, Creator ID: PRO7714EB
5G technology presents a number of exciting new opportunities for tech companies like Nokia. This company history video highlights these opportunities as they were discussed at the “Converge 2018” conference held by Nokia Bell Labs.
Through a collection of on-stage presentations and one-on-one interviews, this video effectively paints a picture of what the future might hold for companies like Nokia as they are able to take advantage of 5G and Industry 4.0.
Day Rate: $800 - $15,000
Director, Creator ID: DIR7707CS
Zurich Insurance commissioned this corporate video, which involved recording interviews and shooting footage in several locations around the world, to highlight how the development of green spaces can positively impact the world.
This video demonstrates the importance of green spaces by appealing to the human compulsion to help others and bring value to the communities around them. Finally, it closes with an effective tagline that appeals to the viewers’ emotions: “Zurich Insurance. For those who truly love.”
Day Rate: $650 - $800
Motion Graphic Designer, Creator ID: MOT7657ES
SolarisBank is a fin-tech company based in Berlin. Unlike similar companies, it has a German banking license built into its platform. To highlight the qualities that set SolarisBank apart from its competition, this two-minute company history video goes over all the unique ways the company is able to provide value to both consumers and companies through modern banking and financial services.
Company history videos serve as an incredibly effective tool to build brand awareness, encourage customer loyalty, shape company culture, and establish trust between brands and their audiences. By partnering with a professional production company, you can create an impactful corporate video that effectively tells your brand’s story and history.
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5 Essential Video Advertising Techniques
From traditional commercials to social media videos, video advertising is an incredibly impactful marketing strategy that can elevate your brand and establish meaningful connections with consumers.
To maximize your video advertising ROI, it’s important to understand what methods and techniques you can utilize to appeal to larger audiences and influence purchasing decisions. The most effective advertising techniques revolve around establishing emotional connections with viewers and creating shareable content. To help you get the most out of your marketing videos, here are five essential video advertising techniques.
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Every brand can benefit from a strong video advertising strategy. Video marketing has shown to be an effective way to increase sales revenue, encourage customer loyalty, and boost brand awareness.
- 64% of users are more likely to buy a product online after watching a video.
- 87% of marketers say video generates positive ROI.
- 78% of marketers say video advertising has improved their bottom line.
- Social media videos produce 12 times as many shares are text-based content.
As more consumers depend on videos to make purchasing decisions, marketers who want to maximize their ROI can’t afford to neglect video advertising.
Video advertising can generate great results, but to engage viewers and generate more conversions, marketers need to plan and implement a well-thought-out strategy that appeals to modern consumers.
To improve your brand appeal, attract a wider audience, and increase your marketing ROI, make sure to keep these five video advertising techniques in mind:
Your video should not solely be focused on selling a product or promoting your brand. Instead, the most effective video advertisements focus on telling a story that connects with viewers and appeals to their emotions.
Storytelling videos can take several forms. You might use storytelling as a vehicle to demonstrate the need for your product and how it can bring value to your customers. Alternatively, you can tell the story behind your company to promote your brand and establish trust with your viewers.
Call to actions (CTAs) encourage viewers to take the next step toward becoming customers. Effective CTAs can include anything from a basic hashtag campaign to encouraging viewers to visit your website to learn more.
CTAs can be placed at the beginning of the video to ensure viewers see it even if they don’t finish the video. Midroll CTAs can be included somewhere in the middle of the video to coincide with the advertisement’s most impactful moments. Lastly, they can be placed at the end of the video to drive viewers down the sales funnel after finishing the video.
To generate conversions and encourage loyalty, brands need to be able to establish trust with their customers. One of the most effective ways to do this is to use real customers to endorse your brand or product.
Customer testimonial videos allow real satisfied customers to share their stories and explain how your product has brought value to their lives. By sharing the unbiased perspectives of existing customers, brands are able to more easily build trust and solidify themselves as authorities in their industries.
Billions of searches are performed every day across websites like Google, YouTube, and Facebook. To maximize your viewership, it’s important to optimize your video for search on these platforms.
Be sure to use effective keywords in your video’s title to drive traffic, and make the title 65 characters or less when possible to avoid it being cut off in search results. You should also use keywords to optimize your video description. Avoid keyword stuffing and make sure your description accurately depicts what is in the video.
Like customer testimonial videos, influencer partnerships can go a long way in building trust with your viewers. Consumers are more likely to trust a product that is recommended by a trusted figure than one that is advertised by the brand behind the product.
Partnering with influencers who share your target audience makes it easier to establish long-term relationships with your customers. You can include promo codes for influencers to share and create an ad that showcases the influencer using your product as part of their everyday routine.
Video advertising is an essential marketing tactic that brands can use to achieve a wide range of benefits, from generating more conversions to increasing brand awareness. But with the number of brands competing in the online marketplace, it’s important to know what techniques you can use to make your business stand out.
By working with experienced video advertising professionals, you can plan, produce, and distribute effective marketing videos that foster brand growth.
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How to Make Effective TV Promos & Trailers
Effective TV promos and trailers help generate interest, awareness, and excitement for your production. But to maximize your reach and increase your ROI, it’s important to understand what it takes to produce an impactful promo spot that connects with your target audience.
TV promos need to effectively capture your audience's attention and convince them that your production is worth their time. This requires thorough planning, scriptwriting, scene selection, and more. To help you better understand this process, here’s what you need to know about making an effective TV promo or trailer.
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To generate excitement for your show, it’s important to carefully plan your project in advance. From scriptwriting to scene selection, here’s what goes into making an effective TV promo:
Who is your audience, what interests them, and what are their viewing habits?
Answering these questions is essential to create an effective TV promo that generates awareness and buzz among your target viewer base. Paying for high-quality spot placement guarantees that your promo will get a lot of exposure, but it doesn’t guarantee that it will generate the desired results. To maximize your trailer’s appeal, it’s necessary to thoroughly research your target demographic to understand what will grab their attention.
Your script is one of the most essential components of your trailer. You only have so much time to capture your audience’s attention, making it important to clearly and concisely convey your message through an effective script.
Keep in mind when writing your script that TV promos should be relatively short, typically two minutes or less. Your script needs to fit inside this time frame without sacrificing your core message. After writing your script, read through it several times and act it out to determine whether or not you need to make any cuts.
TV trailers and promos rely on effective bite selection to capture viewers’ attention. Try to find bites that do the storytelling work of your script and also provide great visuals. You might even strategically choose bites to misdirect viewers in an exciting way so that you don’t create any spoilers. Connecting visuals together sometimes will let you use something that is from a “spoiler” moment, but when connected to a different moment or character it’s actually a mis-direct. This is a great way to create interest with your promo and excite viewers when they actually watch the show and something completely unexpected happens.
Music and sound design help set the pace and rhythm for your spot and are essential to creating a dynamic promo or trailer. Consider working on the music and sound design early in your production process, so that it can seamlessly blend with the visuals to create better engagement.
It can be helpful to build a skeleton outline with VO and bites, then put the music in. This is especially important if using a popular song, because it will allow you to find the right placement of lyrics and montages. Once you have the basic outline with the music and sound incorporated, you can go in and paint the rest of the spot with all the supporting visuals.
Just as one of the most effective ways to market a product is to include testimonials from customers, one of the most effective ways to market a TV show or movie is to include endorsements from critics and media outlets.
Pull quotes from popular outlets that have reviewed your production to help market your show. Endorsements from reputable sources can help convince viewers that your show is worth their time.
To reach your desired audience and maximize your trailer’s appeal, it’s important to carefully consider when and where to distribute your promo. Which channels do your viewers spend most of their time watching? Where are they most likely to be exposed to your trailer? At what times do they typically watch TV?
Paying for your promo to air at two in the morning might save you a lot of money, but it’s unlikely to reach as many viewers as you want.
It’s also important to consider distributing your promo on other platforms like social media. Distributing your TV trailer through YouTube, Facebook, and similar platforms can help significantly increase your promo’s exposure and capture new audiences.
Hiring a professional creative agency is the best way to ensure your TV promo is high-quality and effective in achieving your desired results. An agency will work with you to write an effective script, hire voice over talent, select impactful scenes, create a detailed storyboard, provide the necessary equipment, and more. Your trailer is your best chance to generate interest from potential viewers, so it’s important to dedicate the necessary resources to produce an effective promo that appeals to your target demographic.
A high-quality TV promo or trailer can help set your show or movie up for success, but only if you’re able to effectively generate interest from your target audience. By following the tips in this article, you can maximize your promo’s reach and increase your ROI through effective audience targeting and pre-production practices.
To ensure your TV promo has the impact you desire, it’s important to consider working with a professional video production company or freelancer who can help you plan, produce, and market your show.
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What is a Producer?
Producers play an important role in any film or video production project, and there are actually several types of producers that may work on a project. In this post, we’ll give you the run-down on three common producer roles: Agency Producer, Content/ Promo Producer, and Post Producers. Here’s what you need to know!
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Agency Producers create and manage the budget, schedule, production process and delivery of projects, such as: ads, digital content, PSAs, case studies, sales and marketing videos.
After the creative concept has been approved, the Agency Producer scopes the job, finds resources and sets milestones. Then they manage the budget and schedule, overseeing every step of production to ensure the creative vision of the project is executed and clients sign off.
Like air-traffic controllers, they work closely with cross-functional internal agency teams (account, operations, strategy and finance) along with teams of creatives (Creative Directors, Art Directors, Writers, Editors, Designers + Animators), vendors and clients.
An experienced producer hires the right vendors such as:
- Production companies
- Crew for shoots
- Gear shops
- Talent (voice-over artists and actors)
- Editorial post-production creatives, such as editors, animators, color-correction specialists, and audio engineers/composers
Producers also run agency and client reviews of the work at every iteration. An excellent Producer juggles competing demands and diplomatically handles each issue, scope or schedule change, while maintaining version control, so that the project stays on track for final delivery.
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Content and Promo Producers bring ideas to life by ideating, writing the script, and managing the entire production process of making the content piece/promo through delivery.
These producers sometimes hire vendors for shoots and oversee the entire on-location, set or in-studio production. Conversely, they sometimes repurpose existing footage and animation assets to make fresh video content.
Content and Promo Producers also collaboratively work with internal brand teams (research, programming, marketing, finance and operations) and vendors. They guide the creative work in the post process with editors, animators and graphic artists--sometimes also working with voice-over artists, composers and audio mix engineers.
An experienced Producer is a storyteller and logistics expert who manages every aspect of production in the creation of a video. These pros are also diplomats who are able to foresee potential issues that arise, then pivot and employ remedies which keep the project on track for on-time and on-budget delivery.
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Post Producers manage the budget, schedule and editorial workflow of projects in the post production phase. They typically don’t have a creative role. Instead, they helm the overall post process and have the crucial responsibility of final delivery.
These Producers manage an editorial team of video editors, animators, graphic artists, color-correction specialists and audio engineers. They also organize and manage assets such as video footage, music tracks, and graphics/animation.
Post Producers frequently manage internal creative and account team reviews of a video project, making detailed notes of feedback and giving change orders to the editorial team. Then, they oversee the editing, graphics and audio revisions while maintaining tight version control for efficiency. This is hugely important so that the correct versions are being revised and presented for approval.
Once the work is approved, these Producers must make sure every version requested for delivery is created according to each platform’s technical requirements, reviewed for quality, approved by the internal creative team, and finally delivered to the client.
After delivery, they manage the individual assets and entire project archive on the server to keep organized for future retrieval. This role requires technical knowledge, diplomacy as well as extreme attention to detail and organization.
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Adapting to the Age of Remote Production
Chris Vivion, an executive producer, and director at Spacestation is an Emmy nominated producer with a knack for lifestyle, cooking competition, comedy, animation, and reality content. Chris has played a monumental role in programs for prominent companies and brands like Time Inc., Turner Broadcasting, Food Network, and HBO.
Continue reading our interview to learn about remote productions from this knowledgeable media expert.
What was your first remote shooting project like?
The very first one was the most crucial. One of our clients is a live streaming fitness brand and their entire business is predicated on having people in the studio, recording talent in a very tight colorful LED lightbox that’s not well ventilated. When that was threatened, you think it's going to go away because you can’t have people in the box anymore.
We worked with the client to get the essentials but it had to be something that didn't take a lot of CPU power. We bought every single USB to HDMI connector we could find and I drove to Adorama through empty Manhattan streets any time they had a new converter and Canon Vixia camera. I could preset everything to all the settings so it would be high-functioning and get a good quality picture for everybody.
You want to put people in a very comfortable space but not have lots of variables where they have to set up complex lights and cameras. You want to keep it as simple as humanly possible.
What were any of the pitfalls of remote production? Any disasters?
With streaming, music and bandwidth and camera positioning were always going to be an issue. Poor WiFi connection is also not great for high-quality products. The biggest pitfall is trying to create a normalized setup. You want it to be as simple and uniform as possible to get consistent results. So when you have people with different windows and light pouring in from one direction, you want to make sure that you can match everybody’s look.
Instead of going completely remote, we built a package for one of our DP’s in Brooklyn and one of our DP’s in Los Angeles so a single operator could walk into a client’s house with full PPE. The DP’s set up the camera, single-source light, they balanced everything, connected USB to HDMI through Zoom so that we could see remotely. Then that technician left the house entirely, and we conducted our interviews through Zoom.
I think there’s a lot of software that’s come out since the pandemic where people are trying to cater to these types of scenarios. For example, right now we’re using a custom piece of software that’s powered with the client’s own iPhone 10 or above. Their iPhone records locally then transfers footage onto the cloud, and we get perfect 4K or 1080 footage so we can control the background, the temperature, the color, the intensity of the light. Everything is normalized and these interviews look very well produced, but they don’t cost the client an arm and leg.
Can you change the background?
