Probably, video is the great online communicator, and the data is pretty staggering. According to an article in Forbes, including a video on a landing page can increase conversion rates by 80%. And after watching a video, 64% of users are more likely to buy a product online. These are just two of the 17 facts they called out.
In the education sector, public colleges and universities in the US are seeing growth in online course enrollment at over 7 percent per year with more than 6 million students taking at least one online course.
The probably part is that online video can damage your reputation if it is not focused, honest and helpful. Viewers will judge you by the quality of your content. Don’t jump into video content as a way to be part of the trend, but wait until you have a strategic video plan.
It is difficult to commoditize multimedia creation. Thirty seconds of Game of Thrones costs over $100,000 while 30 seconds of Breaking Bad is just over $30,000. Setting dragons and meth aside, here is a basic budget calculator that will give you a ballpark idea of what different projects could cost. Keep in mind that there are many other variables such as talent fees, location fees, licensing footage or music, motion graphics, etc. that may come into consideration when developing a budget.
The shorter the better. A video should have no more than 3-4 major points. Neurology has shown us that the average person cannot hold more that that in their working memory at one time. The brain also taps out after 15-20 minutes of continuous concentration. While shorter is better, it is also harder. Woodrow Wilson said, “If it is a ten-minute speech it takes me all of two weeks to prepare it; if it is a half-hour speech it takes me a week; if I can talk as long as I want to it requires no preparation at all. I am ready now.”
Educational and training videos will be longer, but work best when broken into shorter chapters.
Every project is unique as the goals, audience and success criteria vary from project to project, but typical basic steps include:
Planning: This is where the involved parties get together and analyze the needs of the project, design a video strategy, and develop the workflow.
Preproduction: This is the logistics for gathering the materials. Setting up shoots, interviews, travel, finalizing the outline, etc.
Production: The actual filming and all that that entails, Managing the crew, gear, talent, travel, releases, and so on.
Post production: Putting it all together. The first step is a rough cut that goes out for team approval, followed by revision rounds leading up to the final sign off.
Delivery: Launching and promoting the video.
Assessment: Looking at the analytics to track effectiveness, determining what worked and what could be improved and looking for additional opportunities for new versions or new placements.
Most videos are in the 3-5 minute range and average two to three week start to finish.
You own the copyright to all finished materials that we produce together. BrainWorks Media own the rights to the software projects files (Premiere Pro, After Effects, Illustrator, Captivate, etc. project files). There can be exceptions or restrictions to the final project rights should licensed material be used in the project.
We can create the entire training program for you or deliver videos that you can drop into an existing LMS.
To go viral, we could teach a cat to play the trombone, manage the SEO, blast across multiple platforms and pay influencers to promote the heck out of it. But for most projects, going viral is not a goal. You want to engage and move your target audience. Having a million viewers who really are not going to help you meet your project goals is just a million potentially useless comments to sift through, and you’ve bothered a perfectly happy cat.