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What are the 3 most popular marketing video types?

As a visual species, humans find videos more engaging, more memorable, and more popular than any other type of content. Video as a means of storytelling and advertising is no longer a nice option – it’s a necessity. If you want to increase conversion and exposure, a video marketing strategy is required. Whether you have an eCommerce store, a local gym or run a software company, adding video to your website can help turn visitors into enthusiastic customers. As a matter of fact, visitors stay longer on your site if it has some video on it.

So, you need videos talking about your brand, products/services and happy customers telling your story. The top 3 video types are listed below to help you get started or to extend beyond your first “homepage video.”

Since the saying that an image is worth a thousand words, it must also be said that a video is worth a million.

Customer Testimonial Video

What’s more convincing than a happy customer touting your company and your product/service? Nothing. A happy customer who is willing to say it on camera is very powerful. When you’re looking for a product or service on the Internet before making a purchase, you always browse the comments or ratings left by other customers. Therefore, most good websites dedicate an entire section to testimonials. Very often, it comes in the format of text and photo. Take this good practice to the next level by shooting and uploading testimonial videos. Seeing and hearing clients speak about their personal experience with your brand can only foster credibility and assist in building trust for newcomers.

About Video

Many website visitors want to quickly learn about your company, it’s culture and its mission however, they don’t want to read about it. However, they will watch a short video instead if you make it interesting and informative. The about video should boost your brand’s identification by showing the real people behind it. The video will carry greater impact if it shows your team as unified while allowing employee personalities to stand out. In other words, you’ll have to vary the sequence of key individuals with b-roll demonstrating everyone working together. If you’re operating alone, don’t discard the format completely; you can create a short video of yourself in different situations (giving a class, meeting clients, living life, etc.). Finally, no matter the size of your company, the tone of your message should be the same: warm, welcoming, and conveying your passion for your work and your community.

Product Demonstration Video

A product demo video is a tutorial about your product. The video should explain what it is, how it works, and its value proposition. Actually, visitors are 64% more likely to buy a product online after watching a video. But that’s not the only advantage. In the video, you should show your product from every angle possible. Pay extra attention to the lighting, since done poorly can ruin even the best-looking product. Give as many stats as you can to convince the viewer (dimensions, price, return on investment, etc.). Don’t hesitate to show why your product is better than the competition. Be as informative as possible, and if you can, add a hint of fun or creativity to ensure your visitors’ full attention.

Use all 3 Videos in Social Media

When you create your video, be sure to plan for distributing a shorter, tighter message in your social media channels. For example, research has shown that a 1:1 square video gets higher engagement in social media than the typical YouTube wide-screen size we are accustomed to. Also, Instagram limits the length to only 1 minute or less. And, if you are producing an Amazon product video, you need to add your own branding for social since Amazon doesn't allow it in your product listing on their site. As a result, a new version for your new video should be part of your production plan. It should only take an hour or two for a good video editor to create a version for social media distribution.

These 3 video types are the most important to have on your website to help your visitors navigate your business’ message. Make it easy; make it fun, and you’ll realize a return on your video production investment.

SteadyTake.com produces affordable videos nationwide for its customers, leveraging its 500+ local-based, vetted pro videographers with pro gear, to pickup the footage. SteadyTake works with you to plan the project, help with your messaging and shoot plan, editing your video after the videographer uploads the footage and sound. Contact SteadyTake for more info – 425.318.0599


How to Find an Affordable Video Producer

When there is a video need, how do you find the right video producer that you can afford? Not surprisingly, it is not as simple as you would like it to be. First, where do you go to search for one? Craigslist often comes to mind but the site has not reinvented itself to keep up with what users really want to be able to source the right video producer. What about the various platforms where videographers can post their reel, pricing and contact information? You can search there but prices will be all over the place with no apparent reason for why. You could also post a RFQ but then you have to sift through the quotes and try to determine which one is best - and do you know what to look for and ask about to pick the right one, if you have no experience with video production? Keep in mind also, the best videographers are busy and the ones that have time to look for work are probably the lower end of the spectrum, talent-wise.

What if you could go to a marketplace that would assign pros for you that is also within your budget, guaranteeing that the finished video will be what you envisioned? Well, there is, SteadyTake.

Don't get fooled into hiring a video producer that is the cheapest - you'll be sorry because it won't turn out the way you envisioned; not even close.

There are specific requirements to produce a great, affordable video. First, your video producer must have experience in all aspects of production from helping you develop a concept and treatment to editing the assets together. To become skilled at all aspects it takes at least 3 years of being in the business full time, doing all of the tasks. Even then, it's not possible for a 1-person band to be expert at all of the required skills. A video producer has to be able to tell a story in the form of a script. He/she must create a shoot list to tell that story. And then there is the art of assembly that isn't everyone's top skill. Yet, this is exactly what you want - the best people producing your video(s). This helps to explain why video production starts at $5,000 when you need a diverse a team to apply the talent of the best to each task.

So, what is the best approach to getting that highly talented team to produce your video, within your budget?

The best way is to find a marketplace that offers video production teams. One such marketplace is SteadyTake that has built a national team of local videographers to capture the footage that is edited in-house by its diverse and talented editing team. They also have Creative Directors that lead the projects to ensure that the right story is told in the most creative, compelling and professional way.

SteadyTake has done the vetting of its team members, for you. SteadyTake is run by pros in the business for 12+ years and knows how to select and contract with the best. A close look at each of his/her skills is conducted along with a review of his/her equipment because pro gear is required, as well as 5-8 years of experience. Editors are differently-skilled and are assigned video editing based on them. This means an about video editor will not be assigned social media video production and vice versa.

The same methodology is applied to the local, vetted videographer who is assigned to capture footage based upon their experience and equipment. For example, covering a conference keynote speaker requires special gear and talent to get steady footage with perfect sound in a low light environment. SteadyTake always selects the best videographer to capture the footage and sound that has experience and the proper gear to get the job done. The risk of failure is too high otherwise.

So, the next time you need a video, visit STEADYTAKE and get a no-obligation quote and let them assign the best talent to produce your video(s).


What does it cost to produce a video?

If you have spent any time attempting to get a quote for a video you want produced, I'm sure you've discovered that prices are all over the place from $99 to $50,000. With that kind of price range it's helpful to know why? This article is written to provide some transparency in how video production is priced.

Pricing for video can be compared to automobiles like Lexus and Toyota. Lexus is built by Toyota but features are added to a Toyota beyond the "requirements" to produce the luxury brand Lexus.

To open this conversation its important to understand that technology has reduced the effort and thereby cost of production through digital recording vs. linear tape, user-friendly digital suites for editing and bandwidth that supports cloud distribution. Lighter, cheaper and innovated advancement in equipment allows any talented producer to create content for a fraction of the cost previously. So, why are the prices still so high?

For reasons not really understood, the industry has taken a long time to shift its dependence on high price tags even though the demand for high-priced video has dropped like a stone. But one factor is the cost of overhead. A studio full of equipment requiring insurance and repairs with employees is a nut that has to be covered by a handful of jobs per month. This is because the industry is a gig-based economy with jobs coming along sporatically. As a result, a local studio or videographer must charge a high price to stay in business.

Lower prices have also emerged due to competition for gigs posted to online marketplaces like Upwork, Freelancer, etc.

So, based on the above, what does it really cost to produce a video? The breakdown is as follows. A plan and treatment are required before starting any filming. So, if you need a script written or a storyboard built, either you will need to do it (to save money) or pay a professional to help you. So, several hours of a creative director will be required to get you started. Then once the plan is set, the creative assets are created from voice recording to capture of footage, per the plan. Finally, editing. This sounds simplistic but it really is not. All in all, it's about time spent during each process, how many people performing it, and the cost of that resource.

Bottom line, the cost of time is based upon the skill required with the videographer in the field being the most costly at about $100 an hour with his/her equipment (per camera). An Editor is 1/2 that as well as a creative director. Then there are more tasks, who is directing? Who is responsible for lighting and sound? If your videographer is also a DP (Director of Photography) he/she can direct your production and manage sound and lighting with an assistant called a PA (production assistant).

So, how long does it take to do each task? It depends entirely upon what the end result will be. A simple 1-minute, 1 camera, 1 location video would generally cost $600-$750 finished. A 2-minute, 3 camera, 4 location video would cost $4,000 - $6,000. So, when you are trying to figure out how much your video is going to cost, a simple rule of thumb is keep it simple or plan for a higher budget so you never sacrifice quality which is the most important feature of all. So, pricing above this is profit or goes to the creative team that is designing your video strategy and your videos. The $99 video is a DIY (do-it-yourself) video using an online ad-creator.

Visit STEADYTAKE to learn about our pricing structure.


De-centralized video production services

SteadyTake was formed to de-centralize video production services. Video production has been only local until now. Typically, a local production house or even a local videographer with editing skills will perform all of the tasks involved in producing video content. This includes pre-planning where decisions are made about creative direction and treatment. The production process involves the creation of the assets including footage, sound, voice and music. Finally, post production is accomplished by an editor, directed by the lead on the project and according to the plan laid out in pre-production.

The new video production model of de-centralization reduces the cost and production time for video.

SteadyTake performs all of the tasks above in a de-centralized model which means that a large team of videographers locally can create footage and sound assets during production while others without a specific locale can provide all remaining services/tasks, no matter where they are.

Why is this new model more beneficial than the local model? For one, remote team members are assigned tasks based upon their skill level instead of one local producer that may not be as talented at all of the tasks required, as a dedicated resource. Also, companies demand video content in far flung cities, not just local anymore. Companies need customer testimonials nationwide or video produced at tradeshows out of town. Also, many companies have multiple locations, events and product roll-outs, and want to hire local instead of flying a dedicated team at enormous additional cost.

SteadyTake also streamlines the process leveraging technology from uploading of footage to assigning editors using software. Many are embracing the faster turnaround time and affordable pricing that SteadyTake offers as a result of this de-centralized video production model. Why not try it out yourself?