This year I am celebrating 30 years of working in professional film & video production.
Of course, I started young – as you can see from the photos of me below in my first job at a corporate video production company.
We worked with bulky cameras, had to edit on ‘tape’ and then distributed clients’ corporate videos on VHS which were watched at a set time - in a group - in a corporate boardroom!! I could not have imagined then how easily videos would later be made and also how easily they would be able to be shared to such specifically targeted audiences!
Assistant Producer at ‘Sound Images’ in Newcastle 1987-’89
We all watch videos – videos are powerful because they can entertain, have the potential to go viral, they are easy for viewers to consume, demanding little brain power, and can be used for so many things from teaching to promoting. It is forecast that 74 percent of all internet traffic this year will be video – what an astonishing figure!? But not all of the videos produced will do the job they were made to do – some videos just don’t ‘work’ – and for small businesses taking their first steps into video marketing this could mean a loss of business – and a loss of confidence in one of the most powerful forms of communication.
When I started learning the ropes in 1987, the quality of the image was nowhere near to what you can get on a smartphone now. But it has always been – and will always be – what you do with the recording device that matters – and how you create and target your message. Just because a smartphone can record beautiful High Definition video, which can be edited with a free ‘app’, doesn’t mean it’s going to help your business. A poorly made video with a poor message and strategy will have a negative impact on whatever you are trying to promote – and will possibly put you off trying this amazing and very powerful form of marketing again – thinking that it doesn’t work for you! But it can!
Filming workshops in France
This camera might be little – but it’s what you do with it that counts ....
Video marketing means producing videos using a marketing strategy to promote your business, product or service. And strategy is, sadly, what is lacking in so many of the videos I see being made these days. Just because we have the technology doesn't mean we're going to create powerful videos that are going to work for us . . .!
Don’t get me wrong – I think it’s fantastic that we all, with a little bit of practice, have the technical ability to make videos – for very little cost – it’s how you use this technology that makes all the difference. Anyone can now even broadcast ‘live’ through many of the apps available such as Periscope, Meerkat or Facebook etc. HOWEVER, live or not live, I will not waste my time watching anything that has not been planned or that has poor sound or that makes me feel sea-sick (mini-tripods are not expensive – treat yourself – then I might watch your video!)
Another type of video that frustrates me and turns me off are videos that are just composed of images plonked onto a music bed – no additional info in the form of text or a voice-over – no clear message – just images (even if they are beautiful) with cheap ‘elevator-type’ or just badly chosen music. Nope – there are many more interesting videos out there that give me more value for my time.
And what I love best of all (when done well) is to see the business owners themselves – rather than just their products. Business is done between people – and video is a great way to get the personality and passion behind a business across to your customer – but that’s a subject that I will be writing about in another blog . . . because it does need to be done well – and it doesn’t always mean that you have to stand in front of a camera! Although, here I am in this video – sitting in front of the camera – giving an overview of thirty years of working in video production: https://youtu.be/9yT0BmtAWrY
Joanna Urwin – thirty years of video production in three minutes . . .!
So, before any camera is picked up, whether professional or within a smartphone, make sure you address these 5 points below first – and then apply point 6! If you don’t, you could lose customers – even your current ones!
Showing my age again – some familiar ‘faces’ I have filmed over the years. Recognise them ? (answers below)
I have watched technology develop over the last 30 years (and had to keep up with it!) and I still marvel on a daily basis at the power that technology has brought to each and every one of us – personally and in business. No longer is video only an option for businesses with big budgets. It’s there for us all – but it needs to be used wisely.
I strongly recommend that you take advantage of the extraordinary power of video as a way to market your business (even if you have been put off by trying before or from watching too many poor videos made by others)– and maximise on the current technologies from all the excellent recording devices available and to this current and unique way of marketing using numerous social media platforms – before your competition does!
(Photo Answers: 1. Keith Floyd 2. HRH Prince Philip 3. Tiff Needell 4. Lulu )
How many did you get? ;-)
Joanna Urwin –
thirty years later and still passionate about video
If you would like to explore video production and marketing further, please do get in touch with me at email@example.com to arrange a time for a free, no obligation chat – and find out how video production and marketing can benefit your particular business.
I offer video production and marketing services and also teach workshops in the UK and France.
You can also check out some of my recent work in France here:
or visit my websites:
– and if you want to sell your property please visit this site:
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