Telling your story on video has become a staple to attract customers to a brand like moths to a flame. It used to be an extravagance. But today, we all have the capacity to put good videos together- thanks to the emergence of low cost, high quality technology. The technology is on our smart phones, in our laptops and in our software. And our clients and customers want to see it- that’s why YouTube is the top search engine. Remember that business adage, “show, don’t tell?” That is the essence of video.
Our brains process visuals 60,000 times faster than words and is said to increase qualified marketing leads by 512% and revenue by more than six times, according to a recent piece in Forbes. It is a great way to show people what makes us tick- company culture, values, and why we are worth doing business with. It creates a human connection.
At knoodle, we began our video production in the early stages of the trend, around 2004. We built a production studio with a camera, sound booth and well-equipped computer with the latest production software. Since then, knoodle has produced over 150 videos for clients like United Food Bank, Fulton Homes, El Sol Foods, Shamrock Foods, Prestige Cleaners, Dr. Remus Repta, Cardon Outreach and many more.
According to Wilson, there are five fundamentals that make a good video.
- Be true to the brand
“Never forget that the video and all that a client does revolves around the brand, a singular assertion that tells the world who they are,” he said. “It’s important that the video leaves the viewer what the brand wants to convey.” Wilson pointed to the video he produced for United Food Bank. “We were on a shoestring budget but wanted to produce something high impact that would encourage people to give so that others wouldn’t go hungry.” Wilson ended up buying plates at Goodwill and had various people holding the plates to communicate the message.
- Keep it short
Wilson said many people like himself see how long the video is before they decide to play it. He suggests between 1 and 2 minutes for online video.
- Capture people from the beginning
“From the opening seconds, the story needs to be interesting to draw them in,” he said. Wilson recommends breaking up the video with stills or infographics that helps tell the story.
- Winning concepts go viral
According to Wilson, anyone can be there own production company. “I have a family member who wanted to do their own cooking show, incorporating kids into the cooking process,’ he said. “They are doing it regularly without any training and no brand yet they are getting above 3,000 hits. All you need is a camera or iPhone and a lavalier to have your own production company.”
- Start conversations
The best videos start conversations. Wilson and the knoodle team got worldwide hits on a viral video of Simone Pretsherer of New Zealand. Pretscher came to the USA for a skin tightening surgery after a n 80 pound weight loss, which was performed by knoodle client Dr. Remus Repta. She told her story through tears and emotion. Wilson had captured the journey. “We followed her from her arrival at Sky Harbor Airport through her post op and then her tears at the end,” he said. “Dr. Repta was able to show his skill, personality and weave his story into the video, which was a only a video could have pulled off.” Watch Simone’s Journey Here.