Last week we wrapped nearly 30 hours of nonstop shooting over two days, for two commercials, across two states, for two national brands. We're thankful. We're exhausted. And we'll be in the edit suite if you need us!
We've been talking to a lot of people lately who are tired of the status quo, talking head corporate video. They're looking for a more inspiring way to share their mission, their story, their brand. What they need is a "Brand Anthem."
The great thing about an anthem video is that it can bring your company’s story to life in a way that other formats (like photography, copy, logos, and other elements) simply cannot. It’s like shining a spotlight on the heart and soul of your company, capturing the essence of your brand within a matter of seconds.
An anthem gives people something meaningful to share with others, which ultimately recruits new talent and brand ambassadors.
Here are a few examples (some we produced, some we just really like):
We see it all the time. Company X hires Company Y to make a video. Company Y finishes the work and Company X posts the video hoping it “goes viral.” Then...crickets chirp. Friends and coworkers share it out of obligation or sympathy. It gets a couple hundred views and spends the rest of its days living in shame wondering what went wrong.
So, what went wrong? Why didn’t it get more views? To answer that question, here are five reasons nobody watches your videos:
Customers want to know who they are buying from as much as, and sometimes more than, what they are buying. Video is the best way to reveal the human side of your business, but creating authentic video content feels risky and takes a ton of time and energy. It is especially tough for businesses who want full control over their messaging because, to seem authentic, you need a living breathing human being to get in front of the camera (without a teleprompter) and be themselves!
Tone It Up is a great case study of how powerful authentic content can be. Karena Dawn and Katrina Scott built a multi-million dollar fitness brand by simply being themselves. Seven years ago, they started posting workout videos to YouTube of the two of them working out on the beach. By staying true to who they are and creating authentic content, they were able to succeed in a crowded space full of other fitness brands.
When I worked at Soderquist Leadership, we assumed our followers wanted a particular kind of video. So we produced a bunch of “talking heads” sharing their leadership wisdom. Turns out, they wanted that, but they also wanted something totally different--they wanted to be entertained. LeaderSkilz changed the game for us and became the primary lead generator for the organization. Leads started coming out of the woodwork. We got calls from the talent development teams of Facebook, Northwestern Mutual, Humana, Tyson Foods, and Walmart. We produced 18 episodes of LeaderSkilz while I was there.
Remember a few years ago when digital SLR cameras became a hot commodity and suddenly everyone was a photographer? The Mamarazzi movement was born and now every child’s birthday party is documented like a royal wedding. The same thing is happening with video. Anyone can get their hands on a cheap camera, shoot some pretty footage, edit a slick demo reel, and advertise themselves as a video producer. But pretty footage isn’t enough. People don’t share videos because they’re pretty. They share because it added value to their life in some way. The real value comes from crafting the story and telling it in a way that captivates an audience. This requires a very unique skill set and a lot of experience to do it right.
I’ll use a documentary I produced as an example. It’s called The Making of a Family and it shares the story of adopting our daughter from China. We’ve been amazed by the response it’s gotten. It doesn’t matter that most of it was shot on a tiny point-and-shoot camera. The story is what resonated with people.
People are constantly looking for ways to make their lives easier. They have problems you can help them solve. If you solve a problem for someone, you’ve not only made their life easier, you also just gained a customer. This is a huge opportunity that brands are starting to pick up on. Just look at the explosion of how-to videos on YouTube. Anything and everything you’ve ever wanted to know is in a YouTube video somewhere.
As an example, we worked with Clairol to produce a series of videos on how to dye your hair at home. Clairol realized that women wanted to dye their hair at home, but they needed some tips on how to do it. The videos have done extremely well and have hundreds of thousands of views.
Your followers want to know you’re committed to consistently providing something of value, not just a crumb every once in awhile. So often we see one-off videos that don’t create any click-throughs or conversions, and it’s tempting to throw your hands up in the air and call it quits. It is incredibly difficult to consistently create content worth watching and sharing, which is why you need a content engine that is running all the time, cranking out videos, blog posts, tweets, Instagram posts, etc. It’s also not enough to just hire an in-house “video person” unless you have a crystal clear strategy and need someone to execute it day in and day out. Otherwise, you’ll waste a lot of time and money hiring someone and buying equipment.
You really need expertise to help you find the sweet spot. That’s where we come in. Our team can work with you to develop a strategy and help you produce content that your followers and prospective customers will actually pay attention to.
Everyone wants more video content. It’s easy to understand why: 74% of businesses reported that video content outperformed other content types in driving conversions (Cisco). But what if you don’t have the time or budget to produce something from scratch? Repurposing your existing content is a great way to engage followers with video, which is what they want anyway.
For example, this is a video we created for Wheaton College using content repurposed from their website. The video features Wheaton Liberal Arts grads and gives a snapshot of where they are today. Here’s the page we pulled content from: http://www.wheaton.edu/…/What-Can-I-Do-With-a-Liberal-Arts-…
Want more video content? Give us a shout! email@example.com
Great work by the Verge team on another successful project for Clairol! Here's a little sizzle reel from the series.
The first series we produced generated over 500,000 views, so they came back to us for more. Check out the full spots on Clairol's youtube channel -https://www.youtube.com/user/clairol and see some behind the scenes photos by Novo Studio at http://ow.ly/ZFtka
Our team is really proud of this spot we produced for Walmart Technology. It's a look behind the glass with cloud security specialists, cybersecurity engineers, intrusion analysts, and forensic examiners working for the world's largest retailer.
And it's generating lots of buzz and positive feedback: "As the battle to hire cybersecurity professionals continues to heat up, employers must get creative and inspiring to be competitive. There aren't enough trained cybersec people to fill all the jobs. To attract talent, it takes creativity and effort. Well done Walmart! Great video." - Matthew Rosenquist, Cybersecurity Strategist and Evangelist at Intel Corporation
Why do you need video content for your brand/event/non-profit/company's Facebook page?
Because, according to Contently.com, "Facebook’s native videos are killing it in terms of organic reach. That means users are watching videos and sharing them with their friends of their own accord—not just because they’re being targeted through paid distribution.
Earlier this year, Socialbakers reported that native videos get more organic reach than any other type of content posted on Facebook. It also found consumers prefer videos from their favorite brands, relative to other social posts. For people who had previously liked a brand’s page, video led to a 148-percent increase in reach."
We were so honored to produce this spot for Meisner Aircraft, Inc. A great company run by even greater people. With over $900 Million in sales, Meisner Aircraft is a proven industry leader both in the United States, and worldwide. Originally founded by Gary B. Meisner, the company retains its original mission to provide clients with great positions on the aircraft best fitting their organization’s or personal needs. No other firm can deliver the experience, security and integrity during this transaction as Meisner Aircraft. Meisner’s inside pulse on the worldwide aircraft market is backed by a long list of returning clients since 1979.