Long gone are the days of splicing film, but videos are still relatively expensive to make. It may often seem like an investment with little tangible rewards. Most companies don’t really know how to quantify the success of online video. An outbound video like a television commercial is relatively easy. An infomercial will result in calls while it airs. A Super Bowl ad will also see a spike in website hits and engagement on social media. Those results are easy to see.
But what about online video that sits on your website or on a video platform? When asked what metric they use to assess the success of their video, one company marketing person said the only metric they know of is the number of views on YouTube. So, more views equal success…?
That doesn’t make any sense since the video is supposed to increase engagement with your brand, not with the video itself.
So how do we know videos are successful?
Below is an informative infographic on the general usefulness of video (courtesy of Hyperfine Media). It doesn’t tell us how your video has helped your brand specifically, but it does tell us that videos are important in converting buyers from the top of the funnel to the bottom.
Click-through rate leads to 200-300% when video is included in an email.
Buyers are 64% more likely to buy a product online after watching a video.
80% of viewers remember a video for 30 days.
Most popular form of online video content is comedy.
Videos increase brand association by 139% and purchase intent by 97%.
4 out of 5 users will click away if the video stalls while loading.
5% of viewers won’t watch a video past 1 minute. At 2 minutes, that number jumps to 60%.
Takeaways from this data:
If you’re in the business of selling something, make a video, and include it on your site and emails.
Keep your videos between 60-90 seconds total running time.
Make sure your video has a clear call to action so that viewers can act before they move onto something else, or forget about the video altogether. There are way too many distractions.
Comedy is a good way to get people’s attention.
Also, the infographic says, “Dr. James McQuivey estimates that one minute of video is equal to 1.8 million words.” I’m not sure who Dr. James McQuivey is and I’m not good at math, but sounds about right if a picture is worth a thousand words and there are 24+ frames per second.
Even Small Shoots Need Professional Crews
This is a common scenario for us:
We get a call or email from a client who needs to shoot an executive or client in the next week or less. It’s a conference or meeting or a reaction to some current event they want to capture and share with the world. They thought they could do it themselves but decided, last minute, they want a professional video production company.
When we ask them why they decided to hire a professional, the answer is usually that they wanted to make sure it was done.
And that’s the reason why video companies like Transvideo has existed and thrived. Even in this digital age where a phone can shoot a feature film, there are technical and aesthetic reasons to hire people who have years of experience making videos.
Reason #1: Technical
In most cases, you only get one shot to get it right. The CEO isn’t going back up on stage to re-do his keynote speech because you had technical difficulties the first time around. Your client won’t be happy if he has to repeat the same lines over and over again on a testimonial video because your equipment isn’t up to par.
Knowing the technology and tools of the trade is a requirement.
Well, I know how to use my phone to shoot a video.
Sure, you can. Go right ahead. But that leads to Reason #2….
Reason #2: Aesthetics
Your video should look good. You want something on social media that’ll die in a week or less. Okay, go ahead, in that case use your phone. But if you’re shoot a video of a CEO, client or an influencer, you want the video to look good. Because when they look good, it makes your brand look good.
Hiring a professional company like Transvideo or our creative sister company, Picturelab, will ensure you are also receiving the look you want for your video. We are film and creative experts, in addition to doing just video production.
When we’re setting up a shot, we’re not just thinking about technically recording the subject, we’re also thinking like directors of a feature film — angles, color, mise-en-scène. Yes, even for a talking-head corporate video.
Not everyone might notice all the details we consider because we do it right. But audiences will usually notice the details if they are done wrong, and that will affect your brand.
So, even for small shoots, use a professional corporate video production company.
Interactive Data has been riding a wave of creative recognition with us for the past few months. Recently, the commercial campaign that we created for their eSignal product won a 2016 Pixie Award for Outstanding Motion Graphics & Animation. And now we’re proud to announce that this campaign has also won the 2016 Gold Communicator Award of Excellence in the Financial Services Commercial category.
eSignal is an online trading platform for use by professional day traders. We wanted to highlight the platform’s powerful tools that traders use to benefit their work and the financial interests of their clients.
These commercials manage to blend the need to make a highly specialized software feel warm and inviting to the general public without simplifying it’s professional strengths.
Our heartfelt congratulations to the team at GeneWEAVE for winning the First Place trophy of the Dx Creative Communication Awards! They won for best tradeshow and another First Place for the animated video we produced for them.
Using design standards inspired by our Integrated Videos, the video was created to exist in harmony with its environment. The looped video begins and ends in a design that completes the logo element within the tradeshow booth.
With GeneWEAVE’s Smarticles technology, we expect them to make a big impact in the biomedical industry and to perhaps revolutionize the way we treat bacterial infections.
It was a pleasure working with them, and it looks like everyone’s hard work is getting recognized.
The project we just completed is a commercial spot for eSignal, currently airing nationwide. eSignal is a platform designed for dedicated, professional day traders and we wanted to emphasize the sophistication that eSignal guarantees its users.
The 3D graphics bring eSignal to life, mirroring actual features within the product. This is some of our best work to date and we couldn’t be prouder of our team.
Produced by Transvideo Studios and its creative division, Picturelab
Transvideo Studios has been in business for more than 30 years. During this time, we have learned a lot from working with the largest companies in Silicon Valley, and beyond. As a result, here is what any client can expect when working with us:
- We are experts in how video works for companies and organizations, worldwide. We engage our clients and help them to discover precisely what their messaging should be through video.
- Our expertise extends beyond the production of the video. We provide insight into how best to deliver and make use of our product to improve its effectiveness.
- We are experts in emerging web technologies. We are up to date on the latest trends so we truly understand the environment. This gives us insight into how to differentiate products in a tight market.
- We learn from every project. We follow-up with our clients long after the video has been delivered to gauge its success.
- Our work is highly polished and tailored for the specific needs and style of our clients. Our clients know that a video we provide will not be done in the “Transvideo” style, but rather in the style of the company we work for. We avoid trendiness in favor of what actually works.
- We manage the tight deadlines and shifting nature of web tech without blinking an eye. We structure our projects to accommodate the way clients work. Our job is not to educate them or fit them into our model – we adapt to their needs.
- We provide a spectrum of creative products that others simply can’t provide at our price point.
- Our Silicon Valley California location is ideal as a content provider and thought leader in our market. It is incredibly convenient for local companies to come to us simply due to geography, and we’re growing internationally as well. We’ve produced videos for companies in over 40 countries and languages.
- Our longevity and past experience assure our clients that we are not a flash in the pan.
- The work we produce is both engaging and effective, thanks to the investment we make in deeply understanding our clients’ needs.
What is Blippy? Blippy is a new social-commerce site that lets you share your purchases with friends, who share their purchases with you.
Blippy came to us with a need for a short, concise video that would not just describe what Blippy is, but also inspire the world to use it. We worked closely with the crew at Blippy on the concept, script, storyboards, and animation.
Produced by Transvideo Studios and its creative division, Picturelab