How long will your corporate video be relevant for?

The question on the lips of a lot of marketing managers and directors is, if they invest in a video, how long will it 'last' before becoming irrelevant? This post will explain how long it should be before you re-invest in a video, if at all. 

The other day I was in a meeting with some potential clients. They were looking to increase their digital media presence both for themselves, and for their own clients. But they weren't sure how long a video would 'last' once purchased. 

Point-in-time vs longevity

Any consulting firm and business can change with increasing demand, competition, changing priorities and more. 

Therefore, it can be remiss to invest in a video, if you think that you will be presenting something completely different in 6-12 months time. 

But here's what you should be actually thinking about:

"Can I afford to whip up a video right now for tomorrow's launch, or should I be thinking 3-6 months ahead, and make a video for that?"

My advice is the latter. 

Being proactive is always the smartest play with online video content and here's why:

You're organised.

There's nothing worse than trying to create content 'in arrears', and video can be even more difficult.

The reality is that it takes time to create video content, so if you're behind the 8-ball, you may never get back in front of it. 

So when you're thinking about quality video content in advance, you are going to be way ahead of your competition already. 

This is especially pertinent for software products or any viable product that hasn't even been built yet. 

Put 'explainer video' in your pre-launch sprint, because having a proof-of-concept video ready to go upon release will be super potent for lead generation and sales. 

Clients are often concerned that if they make a video, then it's finished. And if anything in their product or process changes, the video won't be able to affect that.

9 out of 10 times, a simple change request can be filed, and we can punch-in the changes without a problem. This can lengthen the life cycle of the video, potentially infinitely. 

But there are video types that have a longer shelf-life, from inception and can be a reliable website/social media salesman.

Live action is a great video type that can last for a long time

Purely because the nature of live action video, it creates a sense of trust in the viewer. Once people see a real human being, certain fears (often subconscious) are quashed. 

Getting your CEO on camera and talking about how great your workplace is, is a video that will last for a long time.

The only reason this will become irrelevant is if your workplace becomes a terrible place to work!

Video case studies are timeless for longevity. They show the world that you're the real deal, deliver high quality work to satisfied clients. Success has no statute of limitations. 

But here is the bottom line, it doesn't mean that you just make a video and stop.

While live action can last for a long time, you should fill your digital media arsenal with a catalogue of premium videos that will pay off into the future. 

These can be recruitment videos, video testimonials, summary videos of annual general meetings, interviews with employees, video for your lobby/next convention. 

These kinds of videos can be the difference between winning work and not. Between recruiting a rockstar employee, and getting a second banana on board. 

Bringing it all together...

We prefer to make videos with as much advance time and expertise poured in as possible. It helps us not pull our hair out, but it will also be the best possible product for your business. 

Having said that, you can make videos that exist 'in the now' but will actually pay off long into the future. Whether it's animation or live action, we make videos that can last for a long time and are able to be chopped and changed, where necessary. 

Until next time,

Pete

PS - if you have ever worried that video has a short life cycle, we can explain how it will actually last long into the future. Get in touch below to find out how:

Why you should use screen recordings in your next video

Screen recording your IT product can be the difference between a sign-up or a bounce from your website. Here's why we encourage screen recordings for our IT and consulting firm clients' videos.

Our clients often ask us about integrating screen recordings with a cringe on their face. They're not sure if it's possible, and if it is, they're certain it's difficult to do. It's not! And it's actually a great idea to have screen recordings embedded in your video content. Here are our reasons: 

Show your product off

It's the obvious path but often the one that our previous clients are hesitant to engage in. We have found that this is usually because the product has not been finished.

But when we say 'that doesn't matter', that familiar cringe mixed with a quizzical look then spreads across the dial. But it really doesn't matter, at all. 

If all you have is screenshots of your product, we can bring them to life with animations of cursors, a tablet user, whatever you need.

A video we completed in 2015 only had a wireframe of the e-learning product finished, the hyperlinks didn't even work! But we were able to get into the test environment and our savvy animators followed instructions, recorded their screens and captured the essence of the environment expertly. 

Ultimately, like any video, the key message should be how the product benefits the user. We never stray from that key tenet. But having a semblance of what the product does, or even just how it looks is a very powerful way into the minds of your potential customers. 

It is actually easy

Like I said, it's not hard. Our animators are adept at using screen recording software programs, like Screenflow by Telestream.

It's a great piece of software that allows seamless editing, graphics, call-outs and more to be recorded and edited in only minutes. (And nope, they're not paying me to say that, they're just that good). 

Here's a couple example of videos that we produced that used screenflow recordings and integrated them into a use-case narrative for the viewer. 

As you can see, the GovSpend video is pure screen recording. This is a good method of showing the product to internal stakeholders, or users who are already onboarded. 

There's no need for flashy framing, animation or overlays for people who are already know the product. What matters more is a clear walkthrough of the utility of the software itself.

The Capability Central recordings were allowed to be more 'flashy' because the clients were not yet familiar with the software. 

Fun fact: this is an example of a video we made, where the product was not yet finished. We are quite proud that we were able to make it come to life!

I often talk about 'opening the door' to potential customers. Let them in and have a look around, be it through live action video or animation. Recording your product (working or not), is a great way to open that door.  

Until next time,

Pete

PS - have you tried to record your IT product before? It can be tedious and time consuming without the right know-how. 

We love tedium and we know how to do it, so get in touch.

 

 

Top Three Reasons To Choose Animation For Your Next Video Project

I have always been fascinated with animation. Ever since I was young, watching old Disney films where it was done manually, up to "The Simpsons" and more recently - the magnificent animated creativity and storytelling of "Rick and Morty". 

We produce animated videos not just because we like the way they look, but because they're actually a super versatile digital asset. This post will explain why you should choose animation for your next video.

We have pinned it down to three overarching reasons:

They can be made quickly

Thank goodness we don't live in the days of manual animation like Snow White and the Seven Dwarves, because that looked like an absolute nightmare. Months of work to make scenes, years to make a feature film.

The wonders of technology have made production of animation a seamless and dynamic process. On average, our animated videos take 3-6 weeks to produce. That's dedicated storyboarding, animation and post-production.

One thing we do that is similar to what was done in the early days of animation, is hand-drawn storyboards. These give the client an initial 'feel' of what the video will look like. A lot of clients like to know that real artists are busily working away on the right style and graphics that align to their brand and/or product.  

And while we have moved away from template animation style (which is quicker, but ultimately too generic), we can still churn out high quality videos quickly, with multiple people working simultaneously on the project to get it out the door. 
 

It's often the most accessible

When I use the word 'accessible', I mean it in terms of it being able to be experienced by persons with disabilities/impairments. 

We have had the opportunity to work with clients such as the Australian Network on Disability who taught us a lot about accessibility in content, web images and indeed animation.

We have taken that forward into producing our videos, to ensure that colour balance, speed of voiceover speech and text size are all able to be viewed by people with audio and visual impairments. 

An audio-visual-accessible video we produced for the Australian Network on Disability

 

The beauty of the animated video is that you have complete control over all of the variables that can cause issues for accessibility, and we have found it's best and easier to err on the side of making them accessible from the video's inception. 

It's versatile across different channels

You've probably heard that video is an extremely shareable asset, which is true. But 'video' is an all-too-nebulous term. 

Animation is really something that is the most versatile to be shared, but why?

Ultimately it's about editing. With animation, you can construct various lengths of videos more easily, to be shared on different channels.

Have the full length 90 second on your landing page - make a 15 or 30 second clip especially for Twitter or Instagram ads. Go pro and make a 'full version' up to 2 minutes for YouTube. 

This is something that needs to be constructed from the inception of the video, not done after-the-fact. Otherwise, you run into issues of flow and clarity just like any other video project.

Bringing it all together...

So as you can see - there are a few reasons I like animation. Not because of nostalgia and entertainment, but also as a really useful business tool. An animated video can be made quickly, easily, and is appealing to lots of types of viewers, no matter what your niche is. 

Until next time,

Pete

PS - if you like remember and prefer the 'old school' Simpsons, you might like to share this post. 

Interested working together? Get in touch below and see how we can help you.