Video Marketing

Video Changes Society

By Video Marketing, For Pros One Comment

Chris Anderson from TED gives a great talk on how video can effect what he calls “Crowd Accelerated Innovation”– how a group of people who share a common interest can show off their best efforts and desire for innovation on video, and accelerate real change. TED videos are shot simply but elegantly.  They’re almost always clear and easy to watch.  And each one is 18 minutes long.  Worth the time. Check out these posts for more: Story Structure and “Arrival” William Goldman (Butch Cassidy and the Sundance Kid, The Sting, Princess Bride) wrote in his classic book Adventures in the Screen Trade…

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The Opposite of Viral Video

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I wanted some bad video. Not to watch, at least not all the way through, but to use as an example of how not to do things for my book.  Some inspiration from a video that was truly awful. Turns out it’s very, very difficult to find bad video on YouTube.  I scrolled through 40 pages of “recitals” and none had less than 1600 view– still way too good for my purposes.  I searched for “dance recital”, then ranked by views.  YouTube cut me off on page 50– 1000 videos down out of 8,560– and the view count was over…

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Rethinking Business Videos

By Video Marketing, For Pros 3 Comments

The web accelerates cultural trends.  Movies took almost 30 years to transition entirely to color.  TV took about 5 to go from black & white to color, and more recently took 6 years to transition to HD.  Web video was born in color, and HD is the norm now. If you did business videos a few years back, you need to upgrade.  It would be nice to imagine that the videos you created for next to nothing a couple of years ago will continue to work.  But they won’t, for the same reason that most 1980s TV shows and 1940s…

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Why Shoot Better Video?

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Why shoot better video?  A history lesson: All technology starts in the “Gee Whiz” stage.  That’s where you get points just for having something that can do that…whatever it is.  The first working escalator was installed at Coney Island as a tourist attraction.  Yet today you hardly ever hear someone say, “Let’s go to the mall!  They have escalators!” And once upon a time streaming video on the web was so amazing that people would watch anything. Sure, the video was amateurishly shot, and it was smeary and flash-y and didn’t look that great, but hey!  It was video!  And…

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Bad Video Loses in Court

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Before you start jury duty at LA Superior court you have to watch a training video.  If you watch the video on line at home, you can come in later on jury duty day when they play it in court.  Sounded good to me. I sat down at my desk, all set for a great video from a court system based in the Entertainment Capitol of the World.  Oops. It was awful.  Talking heads and condescending narration over what looked like bad stock footage. The narration was printed on screen to underline the tedious points.  “BE ON TIME!” it shouted,…

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How Viral Videos REALLY Work

By Video Marketing One Comment

From How to Shoot Video that Doesn’t Suck, Page 189: Viral videos can be total luck or part of an intentional, well orchestrated push.  What you don’t want is to have neither. One kind of viral video happens when people accidentally stumble on “lightning in a bottle.”  For that, you’ll need the luck to have captured Charlie Bit My Finger–Again! and the luck that others find it as funny as you do.  Like lightning, you can’t make it strike when and where you want it to. The pros do things differently– they put together a top creative team, aim to do…

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A Business Video Advantage?

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It’s common wisdom that technological leads are always short-lived. They are. But a “great video” advantage isn’t technological.  Entertainment value and quality video are not commodities. An entertainment advantage builds a business brand in a way that’s not easily overcome. Brands are proprietary.  Once we establish formats and personalities that work for a brand, they’re ours to grow. Nobody can steal Lady Gaga’s video image.  Nobody can steal Blend-Tec’s Blender brand identity. And nobody can steal Bounty’s white-nerd-scientist-paper-towel-rappers. “Would they want to?” is an open question, but hundreds of thousands of people have watched each video in this series– and they’re…

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20% Of Online Video Viewers Give Up After 10 Seconds

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“20% Of Online Video Viewers Give Up After 10 Seconds” That was the headline on a “chart of the day’ from Businessinsider.com. While this figure is shocking and undoubtedly true, a look at the “average” video en masse is not particularly useful.  Video quality distribution has to be some sort of bell curve.  The variables are a) Quality of the video and b) how well the video targets a given population. There are some videos that people tune out of in 3 seconds, at the other end of the bell curve that they don’t tune out of at all.  Further,…

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A Demo Video that Works

By Tips and Tricks, Video Marketing One Comment

This  demo video from Corning gets us excited about the future of glass.  Here are some lessons you can use in your next demo video: Think about structure:  The entire piece takes place over a single “normal” day. By putting us in a “normal” environment and following another “normal” day,  the video really accentuates what’s NOT normal– all the advances in glass technology that are coming soon. (see also: Unity) Add Music:  The score keeps the piece moving. Tell a Story:  Like all good videos, this one has a clear beginning, middle and end Focus: Corning’s demo video focuses nicely…

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