The Allure of TikTok

There’s no denying that TikTok has its appeal. The platform’s algorithm is designed to quickly learn what content you enjoy and continually feed you more of the same. This makes it incredibly addictive and keeps users coming back for more. For businesses, this means a potentially huge audience for their content.

TikTok also encourages creativity and authenticity. The most successful TikToks often feature real people, not actors, and have a spontaneous, unscripted feel. This can make them seem more relatable and trustworthy to viewers.

The Limitations of TikTok

However, TikTok is not without its limitations. Firstly, its user base is predominantly young. According to Statista, as of March 2021, 25% of TikTok users in the US were aged 10-19, and 22.4% were aged 20-29. If your target audience doesn’t fall within these age groups, TikTok may not be the most effective platform for your business.

Secondly, the fleeting nature of TikTok videos can make it difficult to convey complex messages or build a deep connection with your audience. TikToks are designed to be consumed quickly and in large quantities, which can make it hard for any single video to make a lasting impact.

The Power of Traditional Video Marketing

While TikTok can be a fun and engaging platform, it’s not necessarily the most effective marketing tool for most businesses. Traditional video marketing, on the other hand, offers a multitude of benefits that make it a more reliable and effective choice for many.

Firstly, traditional video marketing allows for a greater depth of storytelling. Unlike the fleeting, bite-sized content on TikTok, traditional videos can delve deeper into a topic, product, or service, providing viewers with a more comprehensive understanding of your brand. This can help to build trust and credibility, which are crucial for converting viewers into customers.

Secondly, traditional video marketing offers more control over your content. You can carefully craft your message, choose your visuals, and select your audience. This level of control ensures that your brand is represented exactly as you intend, and that your message reaches the right people.

Lastly, traditional video marketing is more versatile. You can host your videos on your own website, share them on various social media platforms, or use them in email marketing campaigns. This versatility ensures that your content gets maximum exposure.

While TikTok may be the current trend, it’s important not to overlook the power and effectiveness of traditional video marketing. Understanding your audience and choosing the right tools and strategies to reach them is key. And remember, while trends come and go, the power of a well-told story is timeless.

The post TikTok Marketing: A Flash in the Pan or a Sustainable Strategy? Why Traditional Videography Still Reigns Supreme appeared first on Distill Media.

On the Ground: Covering the Eagle Bluff Wildfire for CBC News: The National

When a wildfire erupted in Washington State and crossed over into Canada, forcing the evacuation of over 700 homes in Osoyoos, I was called upon to cover the unfolding events. The call came in, and I had to make critical decisions quickly. Choosing the right gear was paramount, given the dynamic situation and the need to capture as much as possible in a short amount of time.

With my broadcast TV camera, a variety of essential gear, and a mindset honed by years of broadcast journalism, I set off. I knew I needed to be ready for anything, from changing weather conditions to evolving fire patterns. My gear selection reflected this, providing me with the flexibility to adapt to the situation on the ground.

Upon arrival in Osoyoos, I immediately began filming. I captured ‘skimmer’ planes loading up their tanks by skimming across the lake, a sight that demonstrated the scale of the firefighting efforts. These planes, capable of getting into tighter areas than regular water bombers, were a crucial part of the response.

From there, I moved to a safe location along the highway to film the fire as it burned along the hillside. The footage was raw and real, showing the stark reality of the wildfire’s impact. 

While CBC had crews coming up from Vancouver, I was able to reach the fire quicker, allowing me to capture crucial visuals while the crew made their way up. When they arrived, I used a device called a DeJero, provided by CBC, to feed my video back to a control room in Toronto in real time. His ability to provide immediate visuals for the story allowed the other crews to focus on setting up for the live shot of the reporter covering the event.

On the second day on this fire, I worked with a reporter for The National to deliver live broadcasts that aired coast to coast on various CBC News programs. I conducted interviews with witnesses and residents in between live hits, balancing the demands of live reporting with gathering additional footage. Despite the pressure and the fast-paced nature of the situation, I remained focused on my goal: to keep the public informed with factual, timely reporting.

The Freelancer’s Role in TV News

As a well-respected freelancer in the Okanagan Valley, I’m often called upon by major networks when important stories happen in the area. These stations, based in Vancouver or Toronto, trust me to gather visuals, conduct interviews, and send all the footage back by deadline. This is a lot of trust, and something I take very seriously. I always have multiple plans for how to get the video back to them, as missing a deadline is not an option. I’ve got to be ready, have the right gear, and use my time wisely.

How Broadcast Foundations Enhance Corporate Videography

The experience and skills I’ve gained from working in broadcast journalism have significantly influenced my approach to corporate videography. I know how to shoot ‘for the edit’, meaning I don’t waste my clients’ time and money shooting excessive footage. I know when I have everything I need to effectively tell the story. 

My years of telling daily news stories have taught me how to conduct engaging and honest interviews. These storytelling skills are now applied when conducting corporate interviews. This unique background sets me apart from the competition, making me a better storyteller and a more effective videographer. 

Whether it’s covering a major wildfire for a national news broadcast or crafting a compelling corporate video, my commitment to storytelling remains the same. I bring the same level of dedication, professionalism, and skill to every project, ensuring that every story is told in the most engaging and effective way possible.

The post From Breaking News to Corporate Videos: How a Background in Broadcast Journalism Enhances Storytelling appeared first on Distill Media.

Benefits of Video Marketing

The digital landscape is visually-driven, which makes video a highly effective marketing medium. Studies show that consumers are more likely to retain information received through video than through text. It’s not only about engagement—videos also contribute to SEO. Search engines favor websites with diverse content, and a well-optimized video can help boost your site’s ranking. Also, with video content, you’re more likely to convert your audience.

Contrary to what many believe, creating video content doesn’t always require a big budget. Here are a few strategies you can implement:

1. User-generated content – Encourage your customers to create videos featuring your product or service, and share them on your social platforms.
2. Live videos – Platforms like Facebook and Instagram have features that allow you to connect with your audience in real-time.
3. Educational videos – Show your audience that you’re an expert in your field by sharing educational content. This could include how-tos, webinars, or product demonstrations.
4. Product demos – Showcase your product or service in action. This can help potential customers understand what you’re offering and how it can benefit them.

Promoting Video Content

Creating exceptional content is just the first step; getting your video in front of the right audience is where the magic happens. Here are some strategies to effectively promote your video content:

1. Social media – Share your videos across your social media platforms, but don’t stop there. Turn your video into a sponsored post on Facebook or Instagram to reach a larger, targeted audience. The beauty of social media advertising is that you can set parameters to ensure your content is seen by your ideal audience.
2. YouTube Ads – If you’ve made a short, engaging video, using it as a paid YouTube ad can yield tremendous results. YouTube is the second largest search engine after Google, making it a great platform for increasing visibility and reaching potential customers.
3. Email newsletters – Incorporating video into your email marketing can significantly increase click-through rates, driving more traffic to your site.
4. Website – Embedding videos on your website not only increases the time visitors spend on your site, but also helps improve your search engine ranking.

Beyond DIY: Leveraging Professional Services for Video Marketing

While the promotion strategies mentioned above can be implemented by most business owners, taking your video marketing strategy to the next level often requires professional expertise.

A marketing professional can help drive traffic to your website, increase engagement on social media, and boost conversions. They understand how Google and social platforms work with ads and know how to optimize them for the best possible results.

The value of having a marketing professional manage your video marketing efforts can’t be overstated. They have a deep understanding of digital marketing trends, consumer behavior, and ad optimization techniques that most of us simply don’t have the time to learn.

If you don’t already have a trusted marketing professional, we’ll let you in on our secret weapon. We highly recommend Danielle at Fetch & Ripple Marketing, based right here in Kelowna. Danielle provides big marketing firm services without the big marketing firm prices.

You can be confident that with Danielle’s help, your video content will reach the maximum number of potential customers.

Analyzing Video Performance

Whatever strategy you implement, tracking and analyzing your video’s performance is essential. Keep an eye on metrics like view count, engagement, and conversion rate. This data can help you refine and improve future marketing efforts.

In conclusion, producing a compelling video is only half the battle. The other half involves getting it in front of the right audience and using it to communicate your brand message effectively. And that’s where professional marketing assistance becomes invaluable.

At Distill Media, we are not just a video production company. We are storytellers, creatives, and most importantly, we are your partners in bringing your vision to life. From the picturesque vineyards of Kelowna to the sunny shores of Kamloops and the snow-capped peaks of the Thompson-Okanagan area, we’ve worked with diverse clients to create stunning, high-quality videos.

But our job doesn’t stop once the video is produced. We understand the nuances of digital marketing and can guide you on how to best promote your video, maximize its reach, and engage with your audience in a meaningful way.

If you’re located anywhere in the Thompson-Okanagan area and are interested in creating a video, we’d love to sit down and discuss how we can help you not only create a great video but also ensure it gets seen by the people who matter most to you.

Moreover, if you want to supercharge your video marketing efforts, we’d be delighted to introduce you to our marketing guru, Danielle at Fetch & Ripple Marketing. She’s an expert at harnessing the power of social media and online advertising to get videos in front of a larger, targeted audience. With Danielle’s help, your video won’t just be great—it’ll also be successful in driving your business forward.

Remember, the goal of creating a video is to communicate your message to your audience effectively. At Distill Media, we’re committed to helping you achieve that goal. Contact us today, and let’s start the conversation about how we can bring your brand story to life.

The post Effective Video Marketing Strategies for Small Businesses and How to Leverage Them appeared first on Distill Media.

Expands Your Reach

Geographical boundaries can limit traditional in-person business events. However, with livestreaming, this barrier is eliminated. A business event livestream can reach viewers anywhere in the world, greatly increasing your potential audience size. This global reach means your event can impact a broader audience, extending your message far and wide.

Increases Engagement

One significant advantage of livestreaming business events is the opportunity to increase audience engagement. Interactive elements like live chats, real-time polling, and Q&A sessions offer viewers the chance to actively participate. This interactive engagement can build a stronger connection between your brand and its audience.

Provides Valuable Data

Livestreaming platforms offer a plethora of real-time analytics. These metrics can provide insight into viewer behaviour, like when people tuned in, how long they stayed, and what parts of the event were most engaging. This valuable data can be harnessed to improve and tailor future events, making them even more successful.

Affordable and Efficient

Organizing and hosting traditional in-person events can be expensive and time-consuming. Venue hire, travel expenses, and accommodation costs can quickly add up. Livestreaming, on the other hand, is a cost-effective alternative. It eliminates many of these expenses, making it a more efficient way to host business events.

Enhances Brand Awareness and Reputation

Regularly livestreamed events can enhance your brand’s visibility and solidify your reputation as an industry expert. With consistent high-quality livestreams, your brand can remain at the forefront of your audience’s mind, cultivating an image of expertise and relevance in your field.

Livestreaming with Distill Media

As a local video production company in the Okanagan, Distill Media is well-equipped to bring your business event livestream to life. Our team of professionals understands the nuances of producing engaging, high-quality livestreams that resonate with viewers. We’ve had the privilege of helping numerous businesses extend their reach, increase engagement, and grow their brand through livestreaming.

Whether you’re hosting a corporate meeting, product launch, or an industry conference, Distill Media can handle your livestreaming needs. So why wait? Harness the power of livestreaming for your next business event with Distill Media.

The benefits of livestreaming for business events are clear. From expanding your reach and increasing audience engagement to providing valuable data and enhancing your brand’s reputation, livestreaming is a powerful tool. If you’re looking to take advantage of these benefits, the team at Distill Media is here to help. We’re experts in the field of livestreaming, ready to make your next business event a success.

The post The Benefits of Livestreaming for Business Events appeared first on Distill Media.

Part 1: The Conception – Pre-Production

Every project at Distill Media begins with an idea, a vision. We work closely with our clients to understand their goals and target audience. But we don’t merely aim to understand our clients’ objectives; we strive to transform their vision into reality.

Katie Mai from Moms Stop The Harm said of her experience with us, “We came to Distill Media with a general idea of what we wanted to walk away with and who we wanted to reach, but it was not overly clear to us what the final product would or should look like. The team skillfully led us through a design process to transform our vision into reality, helping us craft the key messages, script, and filming it in their beautiful space. They were quick to incorporate changes and make edits. They were also kind and humble. We were very happy with the end result and the value for money, and will definitely be working with them again!“

Working with clients like Katie, we devise a roadmap that guides the entire production process. This entails drafting scripts, scouting filming locations, and brainstorming possible camera angles and editing opportunities.

Part 2: In Action – Production

Once we have a clear direction, we shift gears into production. This phase is more than just filming. It’s about capturing the authenticity of a moment and creating a space that allows our clients to share their story in the most genuine way.

Mike Kittmer from City of Kelowna shares his production experience with Distill Media: “As soon as I began working with Distill media it became apparent that I had the right person (Curtis) to help us realize our vision for our project. Having had just enough past experience with video and photo shoots to know how much work is involved I was nervous and sweating all the details. I was sure the day of shooting and the following post-production work would be stressful. Curtis and his team eased my concerns immediately, taking the lead and making the shoot fun, stress-free and efficient. In post they were only happy when we were, and the end result turned out fantastic!“

We approach every shoot with a positive mindset, adaptability, and a strong work ethic. We aim to make the process as smooth and enjoyable as possible for our clients, understanding that for many, it might be their first experience in front of a camera.

Clemence Samson from Kamloops Snowmobile Association comments on our adaptability, particularly when facing challenging filming conditions: “We had very limited time to see the task to completion. Filming a whole day outside, with a large group of snowmobilers, winter conditions added to the complexity of the task. Curtis understood the goal for that video and he nailed it perfectly, he was able to capture the essence of the message.“

Part 3: The Magic – Post-Production

After the shoot wraps up, we embark on the post-production journey. This is where we transform raw footage into a compelling story that strikes a chord with the intended audience. We focus on delivering high-quality editing, sound, and overall aesthetics.

Erika Ingram from School District 23 praised our post-production work: “Curtis’ editing work has exceeded my expectations. I am very happy with the film and sound quality, and overall look of his work. He has created art from our art. Curtis has been reliable and hardworking throughout the entire process, and is always prompt with communication. He has created a culture of mutual trust and caring by always acting with integrity, accountability, and transparency. I look forward to continuing to work on this project with Curtis and hope to be able to work with him again in the future.“

Conclusion: Above and Beyond – The Distill Media Way

At Distill Media, we strive to be more than just a video production company; we aim to be an extension of your team, working closely with you to deliver a video that tells your story in the most impactful way. Rod Attwell from Springfield Funeral Home encapsulates our philosophy, stating, “Distill Media is one of those companies that differentiate themselves from the rest, simply because of their expertise and most importantly because they “care”.”

We are deeply grateful for the trust and collaboration of our clients. Their stories, their messages, inspire us, and it’s an honor to translate them into a medium that can reach, touch, and inspire many more.

The post Collaborating with Clients: The Distill Media Experience appeared first on Distill Media.

Curtis Allen, the vision and driving force behind Distill Media, is not just a videographer – he’s a storyteller who uses the medium of film to breathe life into narratives. His fusion of the art of storytelling and technical expertise results in video creations that are not only visually captivating but emotionally impactful. We recently had an opportunity to sit down with Curtis and dive deep into his unique approach to video storytelling. Here’s what he had to say.

The Heart of Storytelling: Authenticity

“I consider every interview a conversation, an exchange that naturally unravels. I don’t walk into a video shoot armed with a list of predefined questions. Instead, I let the narrative unfold organically. This approach ensures that the clips we capture are authentic, genuine, and heartfelt. It is this authenticity that breathes life into a video, making it truly engaging.”

The soul of Curtis’s video storytelling approach lies in the authentic representation of his subjects. This focus on authenticity shapes the narrative in about 80% of the videos he produces. Curtis masterfully achieves this by interviewing subject matter experts, probing with insightful questions, and translating their responses into visual stories.

An Eye-Opening Experience: The Power of Empathy

Curtis recounted an early project that left an indelible mark on him and showcased the transformative power of video storytelling. He was contracted by a local non-profit organization that supports the unhoused community. His task was to shadow an outreach worker as she navigated the streets, offering food, clothing, and a listening ear to those living without a roof over their heads.

“The compassion and dedication I witnessed were truly humbling. The worker interacted with her clients with such humanity and empathy. By attaching a microphone to her, we were able to capture incredibly personal and humanizing audio that formed the heart of the video. The final result was a powerful narrative that humanized unhoused people in a way that wouldn’t have been possible without the magic of video. To this day, it remains one of my most viewed videos.”

The Spine of Video Production: Technical Precision

Curtis believes that a well-crafted story can lose its impact if it lacks technical finesse. From capturing crisp and clear audio to ensuring the perfect lighting, every technical detail plays a crucial role in enhancing the visual narrative.

“Technical precision is critical in video storytelling. Without high-quality sound, a video loses its efficacy, no matter how compelling the narrative. I pay equal attention to capturing crisp audio, setting up the right lighting, and ensuring high-definition video quality. It’s about striking a balance between efficiency and precision, ensuring that every technical detail aligns perfectly with the narrative.”

Crafting a Masterpiece: The Post-Production Process

To Curtis, post-production is more than just editing; it’s an opportunity to fine-tune the narrative, add depth to the story, and enhance the overall viewing experience. The rough timeline of a video gradually transforms into a compelling narrative, making sense of the various elements and weaving them into a cohesive story.

“Post-production is probably my favorite part of the process. There’s something truly magical about seeing raw footage transform into a captivating narrative. I often put together a rough timeline and then revisit it with fresh eyes the next day. This fresh perspective helps me spot new connections, leading to a more refined and engaging narrative.”

The Magic Touch: Enhancing Storytelling through Post-Production Adding the finishing touches in post-production is what separates a good video from a great one. From choosing the right background music to using the perfect transitions and camera angles, each decision made in post-production profoundly impacts the viewer’s experience.

“Enhancing storytelling through post-production is akin to conjuring magic,” says Curtis. “We have a plethora of tools at our disposal to convey emotion in video. The right music track, synchronized with the video’s rhythm, can resonate with the audience on an emotional level. Carefully timed transitions and thoughtful selection of b-roll shots can significantly amplify the narrative impact.”

Curtis emphasizes that these post-production elements aren’t merely add-ons, but integral to the storytelling process. “The inclusion of music, the decision to use a specific transition, the choice of b-roll — each of these decisions is made with the story in mind. Every element should enhance the narrative and evoke the right emotional response.”

Revisions: Perfecting the Narrative

A video is not truly finished until it has been revised and fine-tuned. Curtis considers this step to be a vital part of the post-production process. He relies on his clients’ feedback to ensure that the story told through the video aligns with their vision and accurately represents their brand.

“I see revisions not as criticism, but as valuable input that can make a good video even better,” explains Curtis. “A list of revisions from a client doesn’t mean the original vision was wrong. Instead, it’s a collaborative effort to make the final product the best it can be. A satisfied client means a successful project and a potential for future collaborations.”

Distilling the Essence: Leaving the Rest Behind

Curtis’ company, Distill Media, gets its name from this exact process – distilling down hours of footage to the most potent, impactful moments that tell the story best. “We distill down all the video footage, leaving only the most valuable elements in the final cut. The rest is left on the cutting room floor,” Curtis explains.

Distill Media’s entire approach to video production mirrors this ethos, focusing on authenticity, technical precision, and meticulous post-production, all of which culminate in a compelling narrative that resonates with viewers. It’s a process that takes raw footage and turns it into a masterpiece, one that not only tells a story, but does so in a way that is unforgettable.

Conclusion

Curtis Allen’s commitment to authentic storytelling and technical excellence sets Distill Media apart in the video production industry. As he puts it, “We don’t just provide clients with a video; we offer a story — a narrative that is expertly crafted and compellingly told. That’s the magic of video storytelling.”

With a keen eye for detail, a deep understanding of the technical aspects of video production, and an inherent passion for storytelling, Curtis continues to use his talents to create videos that are not just viewed, but experienced, remembered, and shared.

The post Authenticity in Video Storytelling – An In-Depth Exploration with Curtis Allen of Distill Media appeared first on Distill Media.

When it comes to creating a professional-looking video, the quality of the audio is just as important as the quality of the visuals. In fact, many people would argue that bad audio can ruin an otherwise great video. At Distill Media, we understand the importance of audio in video production, and we’re here to share some of our tips and tricks for achieving great sound in your videos.

Good audio is crucial for engaging your viewers and keeping their attention on the video. Clear and crisp audio draws the viewer in and keeps them interested in what’s happening on screen. On the other hand, muffled or hard-to-understand audio can be distracting and even frustrating for the viewer.

In addition to engaging your audience, good audio also helps to create a sense of realism in your video. When the audio sounds natural and realistic, it makes the video feel more authentic and believable. This is especially important in documentary-style videos or other types of videos that are meant to be taken seriously.

One of the best ways to ensure great audio in your videos is to invest in high-quality audio equipment. You don’t need to spend a fortune, but you should avoid using the built-in microphone on your camera or smartphone. Instead, consider using a dedicated microphone that is specifically designed for recording audio.

We’ve had great success with the Rode Wireless Go Microphones. They have a crisp sound, a great wireless range, and can be clipped on the clothing of the person presenting on camera. They also allow us to use small ‘lavaliere microphones’ that can be run under the shirt and clipped to the lapel of a person for a more low profile look. Wireless microphones like this used to cost close to $1000, but now you can get a set of two for less than $400.

It’s also important to pay attention to the placement of your microphone. For example, if you’re recording someone speaking, you’ll want to position the microphone as close to their mouth as possible. This will help to capture their voice clearly and minimize any background noise.

Finally, make sure to listen to your audio carefully during the editing process. This will give you an opportunity to fix any problems with the sound, such as background noise or muffled dialogue. You can also use software to adjust the volume levels and add effects to make the audio sound even better.

At Distill Media, we understand the importance of audio in video production and we’re always looking for ways to take our videos to the next level. By investing in high-quality audio equipment, paying attention to microphone placement, and carefully editing the audio during the post-production process, we create videos that have great sound and engage our viewers. And you can too!

The post Why Audio Quality Matters in Video Production appeared first on Distill Media.

Maybe you’ve been in this situation before: you’ve spent a lot of time and money creating a great video for your brand or product and it turns out great. You’re proud of the video, and when the day finally comes to release it to the world, you hit publish and wait for the results to roll in.

But the results don’t roll in.

Sure, you probably get a couple ‘likes’ on Facebook, and your mom has shared it with all her friends, but after all that work (and all the money spent!) your video, quite frankly, flopped. 

That doesn’t need to happen.

After over a decade in the video production business, I’ve learned some valuable lessons on how to make sure your video reaches the right audience and maximizes the return on your investment. That’s what this blog post is all about.

Now, while I always recommend that you use a video production professional when creating a video (more on that in this blog post), the tips I’m going to share below will help you get the best results regardless of who made the video. So with that, let’s dive in.

Who is your audience and what is the goal of the video?

This is one of the most important questions I ask any client when they ask me to produce a video for them. If you know who your audience is, you can tailor the content to appeal to them.

For example, let’s say ‘Sally’ is the executive director of a non-profit organization who is looking for a video to play at their upcoming gala. The video would be played in front of business leaders and potential donors. In the video, Sally could describe all the great things that the organization has done using interviews of herself and other staff members.

This strategy could work, and you could certainly make a video fitting Sally’s description. But it may not be the best way to do things.

We know who the audience is–existing and potential donors–but what what is the goal of the video? The goal is likely this: have the audience be so moved by the video that they open up their wallets and make a recurring donation to the non-profit organization.

A video featuring Sally (who’s already giving the keynote presentation) talking about how great the non-profit is won’t have the same effect as an emotional story featuring someone whose life has been changed by the work of the non-profit. People will more likely connect with the emotional story. They will see and fully understand how important the work being done is and they’ll likely be moved to make a donation.

Understanding who the audience is and what the desired results are will help you shape the story accordingly.

 

Keep it short!

Shorter videos perform better than longer videos (in terms of viewer retention). Unless you’re producing a short film or documentary, it’s suggested that you keep the total runtime below 3 minutes. It can be hard to choose what to leave on the “cutting room floor”, but keeping your video short allows you to distill your message down to its most important elements. In my experience, I’ve found that the shorter the video is, the better it performs online. If you can get your message told in under 60 seconds: do it.

And if you really can’t fit all of your talking points in a video under 3 minutes, consider splitting your film into multiple shorter videos on different topics!

Where is your audience watching?

It’s also important to keep in mind what platform your audience will be viewing from, and tailor the video accordingly. For example, if you’re planning to upload your video to a social media platform, you’ll want to ensure the first 10 seconds of the video are visually captivating–something that “stops the thumbs” of the people scrolling past post after post. Make the first few seconds of the video so interesting that people can’t help but watch the video to see what it’s all about.

Another good practice is to ensure that subtitles are made to complement each video you do. By default, Facebook and Instagram don’t play audio on videos posted to their platforms–you have to click on the video to hear the sound. It is estimated that as much as 85% of videos on Facebook are viewed while muted. That’s a big problem if you’re trying to tell a story with interviews or narration!

The solution to this problem is to create subtitles for your video. On Facebook, you can attach subtitles to the video when uploading it. When the video plays while muted, Facebook will automatically superimpose the subtitles over it. When a viewer chooses to listen to the audio, the subtitles are hidden. We use Rev.com as an affordable way to get subtitles made and formatted correctly.

Instagram is a bit trickier, as they are still a platform that prioritizes photos above all else. They don’t offer an option to upload subtitles alongside the video like Facebook does, so you have to get creative. Using a free program like Handbrake, you can ‘hardcode’ your subtitles onto the video. If this is something that interests you, there’s a great tutorial on Rev’s website. 

Attracting viewers

Take a look at YouTube’s homepage–you’ll notice something quickly. The videos that are pushed to the top of the list by the algorithm all have captivating titles and thumbnail images. These titles are short and intentionally chosen to pique your interest. They make you want to hit ‘play’ to find out more. Taking an extra few minutes to think about a title that will be interesting to your audience is important. Remember, you’re trying to convince people to take time out of their day to watch your content, so a title needs to do a good job of convincing them why it’s worth their time.

Thumbnails are important too, as they’re often the first thing a viewer will see when scrolling through videos–even before the title. Don’t just let YouTube or Facebook automatically generate a thumbnail for you from a random frame in your video, instead go and choose one yourself that better represents the theme. You can even use cheap photo editing software like Affinity to add text to your thumbnail–a trend widely used across YouTube.

 

The final push

A lot of people take a finished video, post it on their website or social media, and consider the work done… but that’s a critical mistake. As a general rule, people don’t just stumble across your video. You have to promote it multiple times across all platforms. This is probably the biggest reason why a video doesn’t get a good return on investment.

Instead of just posting your video on your website and hoping people come across it, consider uploading it to all your social media platforms as well. It’s important to upload the video files to each platform separately, as people are less likely to click a link to view something than they are to watch something that’s already in front of them.

After the video has been online for a few days, don’t hesitate to post about it again. On Facebook you can simply share the video again to your page, writing a new post to draw people in. This allows you to reach a broader audience, and perhaps people who didn’t see the original post (or didn’t have time to watch at the time).

Another great way to increase viewership is to boost the post on social media. With as little as $20, you can reach thousands of people. The more people who watch the video and engage with it, the higher the algorithm will rank the video–thereby showing it to more people organically.

If you can, I’d recommend doing this on both Facebook and Instagram, as you’ll often get different viewership on the different platforms. You can also pay to have the video show up on YouTube as an advertisement during other videos being viewed on the platform. This is a surprisingly affordable way to get more eyes on your video and one we’ve been doing ourselves as we promote our company.

Finally, I always suggest you watch the analytics to see what works and what doesn’t. You can actually track viewers’ watch time and if you notice that the majority of people don’t watch all the way to the end, this may be an indication that your video was too long. These analytics are powerful tools in figuring out what your audience likes and dislikes and will give you great insight into what to do differently next time.

 

By following these suggestions, you should start to see better results with the videos you produce–whether you use a production company, or film it yourself. With our clients, we’ve started implementing many of these strategies, taking some of the burden off them. When we deliver a final product to our clients, we include versions formatted for Facebook and Instagram, complete with subtitles. We offer to make thumbnails for them, and also have a partnership with a local marketing specialist who can help us boost viewership of these videos. A little extra effort goes a long way in getting the desired return on investment.

 

Distill Media is a video production business in the interior of British Columbia dedicated to the “essentials of visual storytelling”: isolating and expressing the core messages of businesses and organizations through video. We provide industry-leading products with high return on investment.

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The post Why Your Video Isn’t Getting the Desired Results appeared first on Distill Media.

We see advertisements all the time. Everywhere.

People have programmed themselves to “swipe” past advertisements without even thinking. It’s second nature.

The only way to get your message across to a potential customer with video marketing in Kelowna, throughout the province, country, or world, is to stand out: get the viewer’s attention first. You need them to want to watch for more than a few seconds.

Here are three ways to get more eyes on your video.

1. Confident start

You’ve probably heard this statement: “the first 5 seconds of your video are the most important”. This is your window to grab the attention of your viewer. With your first impression, it’s “make or break” right away.

If you’re using a video to market something, you’re going to want a video that is able to visually distill your story into somewhat of a thesis statement right off the bat. What information can you frontload into your advertisement that can sum up the whole advertisement? What’s your “hook”?

Attention spans are deteriorating. The internet is huge. What to do?

Establishing shots that spellbind your viewers are a good option. Typically, an aerial shot that gives a commanding sense of “place” to advertise a business location or product is a great hook.

Alternately, let your viewer know that you have what they’re looking for. Anticipate their questions with your video. If you’re selling a food-delivery service, speak directly to your audience in your opening: “tired of cleaning up after dinner? We’ll deliver!”

Another option is to generate curiosity. A bold introduction to a video that simply piques a viewer’s interest is worth doing.

It might take some creativity to come up with the right “start”. You could brainstorm this with your videography crew, a marketing team, or on your own. Just remember to consider: those first five seconds are your most important. Start confidently.

2. Look the Part

This might seem obvious, but based on a lot of video marketing I’ve seen in the past, it’s not common knowledge: you have to look good when you’re trying to sell somebody something.

A lower quality video doesn’t cut it anymore. People have gotten used to content–from Instagram, to YouTube, to Netflix–that looks expensive. A low resolution isn’t an option. A video with a scattered narrative, or poorly designed graphical elements won’t do. A professional, high-quality video is what we’re used to: and it shows that your company/product is willing to put money behind what they believe in. That goes a long way.

Secondly, it’s a good idea to format your videos for different viewing devices. Some people will view your advertisement on their laptop, and others will view it on their phone. Some people will view your advertisement on Instagram, and others will view it on Facebook. The same exact video is not appropriate for all these different uses. Make sure you–or whoever is in charge of your video production–optimize your content for different platforms.

3. No Audio, No Problem

Audio design and music utterly transform video. Make no mistake: it’s a pivotal part of the videography experience.

But your advertisement is likely to be viewed silently online.

Think about it: you’re on your lunch break, and you scroll through an Instagram feed nonchalantly. Your phone is muted because you wouldn’t want to disturb others. You’re not going to hear audio from an advertisement in this environment.

In most online environments, you need to assume people won’t hear your advertisement. Not to mention, your viewers can often be hard-of-hearing, and the audio won’t particularly matter to them anyway.

Your video should be subtitled if there is dialogue.

Ensure your video is watchable and understandable if a device is on mute.

No dialogue? Use brief moments of quick, easily-digestible text on-screen to get your message across. This can happen in tandem with a voice-over, but it doesn’t have to. Most of your audience won’t be “listening” to your advertisement, they’ll be watching it. What they actually see is what they’re going to take away from their experience.

The bottom line

Content races across the internet at an alarming and unprecedented rate. We’re connected to global world just by owning a device we store in our pocket. Creating shareable and engaging content to an uninitiated audience is something you can do to take advantage of our interconnectivity.

For your video marketing to capture attention, you need to be willing to make a video that will make a viewer “pause” what they’re doing to give you their attention. With these three tips, you’ll be a lot closer to reaching your goals.

But, as always, if you have a question (or need something explained further), the team here at Distill Media be happy to talk with you.

 

Distill Media is a video production company in the interior of British Columbia dedicated to the “essentials of visual storytelling”: isolating and expressing the core messages of businesses and organizations through video. We provide industry-leading products with high return on investment.

Portfolio | Contact

 

 

 

The post Video Marketing That Stands Out: 3 Tips appeared first on Distill Media.

As the owner of a video production company, I take a lot of pride in the videos my team and I make for our clients.

Oftentimes, these videos feature cinematic storyboarded shots planned out before we ever arrive on ‘set’, custom soundtracks, and animated graphics all used to help tell the story. These videos often have large budgets attached to them. The truth is, however, not everybody can afford to bring out a professional videographer if they’re working with a smaller team or a smaller budget. Maybe you just need a simple Facebook live-stream, or a brief message from your CEO to a camera. I want to talk about ways to make videos better without breaking the bank.

Until just a few years ago the barrier to entry was massive. Cameras that cost tens of thousands of dollars, expensive editing software and computers, it was all prohibitively pricey.

But recently this has all changed. Technology has improved and prices have dropped. These days almost everyone already has an amazing camera capable of filming in quality unheard of just a few years ago. I am, of course, referring to your smartphone.

Smartphones can have incredible cameras on them—some of them are even able to record 4K images at 60 frames per second. It is bewildering how quickly cameras have advanced on your common smartphone! But a decent camera does not promise a decent end result: let’s go through some tips to help you get the best possible end product.

Common Mistakes

A common mistake people make when they start shooting is understandable: placing the subject in front of a window. I get it—there’s a nice view behind the window, why not put the subject in the most attractive space available to you? The truth is, you’ll end up with a lighting problem: the room is always going to be darker than the natural light outside. What happens? One of two things: (a) your background looks great, but your subject is dark and undefined, or (b), your subject looks fine, but your background is completely overblown. Either way, you’re losing critical visual information in your shot. This is a common mistake.

You need to flip your shot around and use the natural lighting from the window to cast light on to your subject. Make sure your brightest light source (your “key light”) is shining on the subject’s face so that they are properly exposed. Your background is not as critical as your subject—make sure your subject is visible.

Creating Depth With Your Background

Now that your subject looks good, it’s time to focus on your background.

Another common mistake: putting your subject directly against a wall. Without any space between your background and your subject, your shot will look flat and, honestly, boring. There needs to be room between your subject and your background to get a good shot.

Oftentimes, I’ll place my interview subject four feet in front of their own desk—using the desk as a soft-focus background. Now that there’s a little depth there, it’s going to look better. Lack of depth is a rookie mistake (a mistake I made all too often in my early days) that you don’t need to make. Think your shot through before you hit the record button, and you’ll see a world of difference in your results.

Capturing Clean Audio

Audio really is 50% of the experience of watching a video. Clear audio allows your audience to retain the message and understand the points you’re trying to make, but audio that is echo-y, noisy, or unclear actually distracts from the message.

Anyone who’s ever worked with me knows that when I arrive at a shoot, I have a lot of gear with me. In fact, I bring a whole drawer of gear dedicated just to audio equipment. This stuff isn’t free, but it’s worth it for me to get the audio I need.

But, you can actually capture amazing audio using equipment you already own. Yes, we’re back to the smartphone! While you can record audio at the same time as you record video on your phone, this isn’t what I suggest you do. When using your phone’s built-in microphone, you run a huge risk of the audio sounding distant, echoy or noisy. But there’s a simple trick that won’t hurt your wallet if you want to get better audio.

Most mobile phones come with headphones that have a microphone built-in to them. These microphones are much higher quality than the phone’s actual microphone. Use that microphone!

Have your subject take the headphone cable, and run it up underneath their shirt. Bring the microphone part just outside of their shirt, by their collar so that it barely pokes out—not visible on camera. Plug the cable into their phone and start recording a voice memo on that phone. The microphone’s going to pick up the voice, the audio will be recorded to the phone, and you can sync that audio to the video you recorded on the other smartphone using free editing software (like Davinci Resolve).

Work Smarter

These things are likely already at your disposal. You probably already have the bare minimum of tools to help you create better videos—and these tips should help! You don’t need to spend extra money purchasing new gear to produce videos. Use the resources you have—think it through, and your videos will turn out much better.

The post How to Make Great Videos on a Budget appeared first on Distill Media.