Video is quickly becoming one of the most effective forms of marketing, in part due to social media platforms.
They say a picture is worth a thousand words. If that is true, at 30 frames per second, how much is a video worth? According to Statista.com, “in 2021, digital video advertising spending in the United States was estimated at 55.34 billion U.S. Dollars.” Video is quickly becoming one of the most effective forms of marketing, in part due to social media platforms. Another primary reason why video matters and digital marketing’s drastic increase; is that video advertisements can reach even an unengaged audience. When users have to read an advertisement, they are forced to remain engaged for as long as they wish. The broken engagement can lead to missed opportunities and drop-offs, with attention spans endlessly decreasing.
Between the visual stimulation, the eye-popping graphics, and the catchy audio, audiences do not always notice that they may not be actively engaged with an advertisement as a reader would; however, if it is playing, they are absorbing the content. They are catching glimpses of the logo, the product, and people enjoying what they do not have. They are being influenced by the voice-over, and the music. Without even paying attention, they could be cooking or cleaning, and suddenly they will find themselves distracted, thinking about what is being broadcast to them, thinking about your product, your service.
Why video matters is easy, videography is tricky however. Starting with a storyboard, and shot types in a shot list. While filming, special attention is paid to framing; head and breathing room. Establishing and reveals are as vital as the b-roll. A static camera will never work; pans, tilts and zooms will also need to be implemented to give it some flair. Don’t forget about lighting either, on a 3.5 inch display most things look good; blown up to an 80-inch television however, and you may find out that the light is reflecting horribly off someone’s glasses or their forehead, causing the video to be painful to watch. There may have been a lot of reflective surfaces, and you are now captured within them all. All of a sudden, that excellent video topic you filmed with a once-in-a-lifetime interview is ruined. Or you did not have any actual audio equipment, so the audio being broadcast is full of noises and distortions. Worse still, you could have just purchased equipment and still need to be proficient enough with it; so you end up doing the recording to find out the microphone was never plugged in or the memory card was never inserted. The cataclysmic possibilities of untrained videographers are endless, and, we have only discussed filming; we have yet even to touch editing.
A good videographer can do a lot with very little; a new videographer does not have enough experience behind them to know the ramifications of specific actions. It is not that they are bad videographers; there are professional videographers and videographers who have not yet learned enough. Giving people a chance to grow and succeed is essential, and without it, no one would get ahead, however, when it matters, would you put the fate of your product, your service, and your company in the hands of someone who is still trying to figure out the basics?
At The AD Leaf we have the basics in our roots; having grown to be certified professionals in our respective areas, we are a fantastic choice for all your video needs!
