Product Videos: Why They Work

Have an amazing and unique product but no video? Here is the scoop on why product videos should be an integral part of your marketing campaign.

Studies have shown that online users who watch product videos are generally 85% more likely to purchase something than visitors who do not. (Internet Retailer, April 2010)

product videos

The proof is in the numbers. Numerous research groups have shown that video does have a large impact when it comes to the sale of #products and services, and especially when coupled with an online retail site. Customers today need to be wowed. There are so many different products on the market, and with fierce competition comes the need for companies to stand out from the pack. Oh, and you better do it quickly because our attention spans are forever shrinking. Here is why product videos can be so lucrative.

#Videos are a simple, quick and effective way to showcase your products. In a 30 second to two minute spot you can highlight its features, talk about its benefits, and find an interesting way to target your key #consumer. And if you are able to do that in a great package with a little pizzazz, you can truly impress and turn online visitors into purchasers.

Companies large and small have known about the power of video for decades, but within the past few years, and with all the studies being done, it seems that no organization wants to get left in the dark. The success of many of these video campaigns is evident.  Zappos, the online fashion site for example, reported a jump in sales of their products between 6% to 30% with the use of video. (ReelSEO, December 2009.)

Beyond the Traditional Benefits

The benefits of product videos go beyond the traditional as well. We all know that product videos can attract attention, increase awareness of a product, and even turn eyeballs into sales. Adam Hayes from Wyzowl Blog tells us, product videos are also useful in reducing customer queries.

“Product videos give customers a great amount of information at the earliest opportunity, giving you the chance to proactively answer many questions that may otherwise have ended up in your support team’s inbox.”

There are numerous other benefits as well. Andrew Follett, Founder and CEO of Video Brewery says,

“Explainer videos keep track of what product or service potential customers are interested in by displaying the number of views on each video”

This is an important asset when deciding on which products should stay, which should go, what ones would be good to promote, put on sale, sell to a specific market etc. Video stats are an amazing analytics tool, which can help you track the excitement for your products.

Over the years Keywest Video has been privileged to aid numerous companies in the production of their product videos. A recent client we have worked with, Ryan Design (click on the link to check out the video), contacted us to create an informative and promotional video for their latest innovative product “Touch Film”. The goal of this video was to not only promote the product, but also showcase its functionality and usability in the appropriate setting. The final video was not only an excellent illustration of the product’s capabilities and functionality, but also its ease-of-use and sleek design.

Contact us today if you’re interested in getting a quote for your product video!


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What Does a Corporate Video Company Do?

A professional corporate video company will take care of your entire video production, from start to finish, leaving you with a perfectly polished product.

What Does a Corporate Video Company Do?

What Does a Corporate Video Company Do?

Many consumers aren’t aware of the differences between what a corporate video company does, and what a recent film graduate can do. This doesn’t mean that recent graduates, or budding filmmakers are no good – it’s just that you don’t know what you’re getting until the project is complete. Whereas, with a professional corporate video company, you pretty much know what you’re getting right from the start.

So what exactly does a corporate video company do for you? In a word: everything. Actually, a corporate video company can do as much or as little for your production as you’d like. Professional production companies know how to take care of every aspect of production and can jump in at any time. It’s important to know what exactly a corporate video company brings to the table before you choose one.

If you want a professionally produced video, the lighting, the video, and the audio equipment must be of the highest quality. Although it’s no secret that anyone can rent professional equipment, not everyone can use it… properly. Going with a corporate video company will ensure that the production is created with high-end, up-to-date equipment, and a team that knows how to use it.

A corporate video company will provide their clients with the service and expertise that their video requires. Professional production companies are accustomed to dealing with all aspects of production, and have a knowledgeable staff on hand for your needs. A corporate video company will be able to provide professional producers, videographers, gaffers, grips, editors, etc.

Chances are, the corporate video company that you choose has made several different types of videos in the past. This means that they’ve got access to a plethora of tried and trusted resources at their fingertips. A corporate video company will be able to produce whatever kind of video you require by utilizing all of the necessary resources to guarantee the best production possible. This is includes (but is not limited to) actors, crew, locations, studios, equipment, etc.

Looking for a #CorporateVideoCompany? Contact Keywest today!

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QR Codes and Corporate Video (Updated)

QR Codes, or “Quick Response” codes have been around for a while, but what can they really do for corporate video?

Keywest QR Code

Keywest QR Code

What is a QR code?

QR Codes are two-dimensional black and white images (similar to a barcode) that can be placed absolutely anywhere, such as on a poster in your library, printed on a product’s tag, or in an advertisement in the newspaper – the possibilities for placement are endless. A QR code can perform an array of actions from saving contact data, sending a text message or email, opening up a webpage, or even sending someone directly to a video online.

How does a QR code work?

QR codes are similar to barcodes in their functioning: once you scan the code, information is extracted and sent to a device. One typically scans a QR code with the camera on their smartphone via an application and this will perform the desired function, be it a link to a video, song, coupon, etc. It’s probably worth mentioning that as of today Android based phones come with a QR reader built in but most iPhone and Blackberry users will need to download a free QR code reader app.

How long have QR codes been around?

QR codes have been in use for over 15 years in Japan, and have been widely utilized throughout Europe for several years as well. QR is actually a registered trademark of Denso Wave, a subsidiary of Toyota.  However, Denso Wave has elected not to exercise their patent rights of QR codes, thereby encouraging their widespread use. It was only within the past few years that QR codes became an integral part of North American companies’ overall strategies.

How can QR codes be used for marketing?

Of course, a QR code can direct a user’s attention to anything viewable via smartphone, but we believe in directing to your audience to a well-made corporate video (we’re a bit biased). By placing the QR code anywhere, you can provide your audience with access to it via many mediums and outlets, both traditional and non-traditional. Print ads, trade shows, business cards, posters, direct mail, coupons or even company vehicles are all ideal places QR codes can be used for marketing initiatives.

How can I use a QR code?

QR codes are simple and cheap to create, track, and adapt…especially with help from online generators and tracking software. They have become more than just a way to send potential customers to your companies content, as new advances in the design of QR codes has allowed individuals to customize color, shape, angle and some even have company logos in their center. These possibilities allow QR codes and corporate video to bring about brand awareness simply from their visual appeal. Check out more innovative uses for QR Codes.

Innovative QR Codes: Instagram & Angry Birds

Innovative QR Codes: Instagram & Angry Birds

QR Codes and Corporate Video

Companies know that videos capture attention at a much greater rate than text or even still images can. That is why they hire professional producers to create influential videos that will showcase their company in a positive light. But what good are those videos if they do not reach a large enough audience, or do not reach their target audience?

QR codes and corporate video provide the possibility of capturing that specific market which individual companies are seeking, in a quick and affordable manner. With the ability to put QR codes on basically any product you wish, you can help clients target audiences in certain locations like

• Advertisements on niche websites
• Business cards
• At your place of business
• Specific brick and mortar locations
• On a product or service itself

QR codes in well thought-out locations can send that targeted audience to their corporate video, and gain attention they would have not otherwise received.

As a production company yourself, utilizing QR codes for the promotion of your own service is also a benefit. It allows you to promote the work you have done to help other companies stand out, by showcasing links to recent work or to a landing page of past projects.

There are many other uses for QR codes that companies can build on after or in conjunction with a corporate video, including:

• Fast access to information
• Social networking abilities
• Direct downloads
• Data transmission
• Tracking and analyzing the effect of a campaign

When linking your QR code to video, it’s important to make sure that it’s properly formatted for smartphone use. Ensure that the video has an appropriate file size and is easily viewable on a smartphone. The length of the video is also important, as many people tend to watch much shorter videos on their phones, as opposed to their computers.

Other Benefits of QR Codes and Video

QR codes don’t need to be used solely to link to video, they can also be incorporated into videos. This can be incredibly useful for tracking your viewership and audience patterns, as in the case of Dynomighty:

What is so amazing about being able to track every scan of the QR code in real time is that I can see exactly at what minute our ads ran, and get a quick read of the ad’s effectiveness on a particular time slot, channel, or audience. The YouTube video ad, by comparison, is much more random and spread out over time as viewers discover the ad organically throughout the day.

The performance of the QR code was something that I wasn’t sure was going to get a lot of actual scans, but it was definitely going to be cool factor which would be a nice reflection on our company and our innovate products. What I didn’t expect was that it was going increase our mobile user traffic to 26%

Read more at: How to use QR Codes in Video Marketing and E-Commerce Video Marketing

It definitely helps to do your research before you go slapping a QR code on every product and place where your company is advertised. Remember, every marketing strategy works best when it is customized for a target audience!

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World’s Toughest Job

A job listing for the World’s Toughest Job was posted online and in Boston newspapers for a “Director of Operations” position. The listing got 2.7 million impressions from paid advertising placements, but only 24 people inquired. These 24 were interviewed via webcam and their real-time reactions were captured on video.

Boston advertising agency, Mullen, posted online for a “Director of Operations” job at a company called Rehtom Inc. The requirements sounded nothing short of brutal:

• Standing up almost all the time
• Constantly exerting yourself
• Working from 135 to unlimited hours per week
• Degrees in medicine, finance, and culinary arts necessary
• No vacations
• The work load goes up on Thanksgiving, Christmas, New Year’s and other holidays
• No time to sleep
• Salary = $0

After going through the ridiculous list of the job’s responsibilities and prompting the respondents to say things like “nobody’s doing that for free!,” the interviewer reveals that there are billions that have already filled the position: moms.

Of course, interviewees became incredibly emotional and the tearing up began, thereby prompting heartfelt speeches to their mothers, telling them just how much they appreciate all of their hard work and dedication.

The #WorldsToughestJob turned out to be a video advertisement for the international greeting card manufacturer American Greeting, which is eventually revealed to be an elaborate prank staged in homage to motherhood.

World's Toughest Job? Motherhood

World’s Toughest Job? Motherhood

Popular website reveals some of the online commentary in reaction to the “World’s Toughest Job” advertisement.

On April 15th, Salon[4] published a post titled “Motherhood isn’t the ‘world’s toughest job’,” in which the author, a mother herself, explains not only are there many more jobs more grueling than motherhood, being a mother is hard work, but not a job. The next day, TIME[9] published an article titled “Here’s What’s Wrong With That Viral “World’s Toughest Job” Ad,” which accused the ad of “fetishizing” the work of mothers at their expense and the expense of stay-at-home fathers. That same day, Policy Mic[10] published an article titled “Why That Viral ’World’s Toughest Job’ Video Actually Undermines Women,” which argues that the ad makes it seem like “motherhood is the be-all, end-all for women.”


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Pixar Theory: It Continues

The Pixar Theory, although it has been around for some time, continues to generate interest amongst media theorists.

the pixar theory

I stumbled across a youtube video today which explains in detail what is known as The Pixar Theory. This theory was actually formulated by a gentleman named Jon Negroni. He deems that there is a universe created by #Pixar in which their characters within the movies all live.

Apparently I am a little behind on this discovery as the origin of this “conspiracy” if you will, dates back to as far ago as 2003. Jon Negroni however wrote his thesis called The Pixar Theory only in 2013. In it he outlines various Pixar films and how they all exist within a single fictional universe with a shared timeline of events. Films he examines include A Bug’s Life, Toy Story 2, Monsters, Inc., Finding Nemo, The Incredibles, Cars, Ratatouille, WALL-E, Up, Toy Story 3, Cars 2, Brave, and Monsters University.

One of the things that makes this theory so interesting, and so believable, is due to the fact that Pixar leaves ‘easter eggs’, or traces of clues which relate back to their other films within all of their films. There are so many in fact that Total Films compiled a list of the 50 best easter eggs in Pixar’s films.

In the video I mentioned earlier, #SuperCarlinBrothers outlines some of the major themes from Jon Negroni’s thesis, as well as some additional information. He also explains how one of Pixar’s latest film Brave, may provide some explanation into how animals and humans came to co-exist in the Pixar universe.

However, Jay Ward, an employee at Pixar, apparently denies these connections stating,

“It’s almost like the 9/11 conspiracy theories… it’s like, really? No, the movies were sort of made in a different order by different directors in different times, in different places. It’s cool that it all worked out that way, but it probably was not intentional.”

Whether or not the theories are true, it is a pretty interesting topic and one that continues to generate interest online. Tell us your thoughts! What is your favorite Pixar movie, or Pixar easter egg?

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Attention Span of Video Audiences

While we tell our clients that the attention span of viewers is scarce, they don’t always seem to understand the depth of the issue. Take a look at some of the statistics we have found to learn just how… oh wait I need to check an email.

attention span #Statistics show that video audiences, today more than ever, are watching and paying attention to content which is as direct to the point as possible. One of the most obvious reasons for this being that we are surrounded by technology with the intention to make our lives simpler, that in fact make us less connected, less concentrated, and create audiences with a much shorter attention span.

One way to gauge this is to look at studies which showcase how the average persons attention span has changed over the years. One such study from Statistics Brain contends that in 2008 the average attention span was 12 seconds long. Five years later in 2013, that number has dropped to 8 seconds, which is one second less than the average attention span of a goldfish.

Rob Weatherhead for an article on the Guardian website, summarizes a Pew Internet study which stated that,

The current generation of internet consumers live in a world of “instant gratification and quick fixes” which leads to a “loss of patience and a lack of deep thinking”

When it comes to video audiences, although video is a great way to capture attention, if the content isn’t compelling that attention won’t be captured for long. We like to direct our clients to stats like this chart below, which showcase the length of videos which get watched the most online. The shorter the content the more likely you will get more eyeballs on it.

attention span This is not always the case however. There are certainly instances when you are able to create videos longer in length and still keep individuals engaged. These scenarios however are most often when you already have an engaged audience with a desire for the content you are providing. For example, if it is an internal video and necessary for the viewer to watch, or if it is for some sort of training purpose. In these cases, although being concise can be a benefit, it is not a necessity.

When producing a promotional video such as an event highlight, product demo, company profile, service offering, PSA, or other video of the like, keep in mind the information we have provided here. As it may greatly assist you in finding a greater audience who will actually watch and actively engage with your video content.

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Netflix Goes to Junior Prom

Netflix was asked to a teenager’s junior prom via Twitter… and they said yes! The media company agreed to go as Muthana Sweis’ junior prom date after Sweis’ request received 1000 retweets.

In January, Sweis tweeted to Netflix inviting them to accompany him to his junior prom in the event that his tweet received 1000 retweets.

Muthana Sweis Invites Netflix to Prom

Muthana Sweis Invites Netflix to Prom

And once he hit 1000, Netflix accepted his request to third wheel, leaving us all wondering how exactly a media company goes on a date. Of course Netflix pulled out all the stops and arranged some cool elements from iconic movies and television shows to make Muthana’s experience a very memorable one.

Netflix Accepts Sweis' Invitation to Prom

Netflix Accepts Sweis’ Invitation to Prom

Sweis picked James Bond’s “Skyfall” tux (kid’s got class) and the 1950′s Buick from “Grease,” with a Danny Zuko look-alike behind the wheel. The teen was given the the choice to ride in one of Don Draper’s gorgeous cars or Walt and Jesse’s meth mobile from “Breaking Bad,” but maybe the latter was a little too edgy.

Netflix Offered Some Cool Vehicles

Netflix Offered Some Cool Vehicles

Netflix sent a camera crew to Sweis’ hometown and followed him all the way to prom where nearly every student hopped into an Instagram photo with him — further proof that Netflix isn’t just a great date for when you’re home alone binge-watching in bed.

Beyond being a fun way for the brand to build buzz by leveraging its connection with fans, the episode reflects how deeply media have become woven into the fabric of our lives. Film content informed key aspects of the evening, there’s a nod to Samsung’s Oscar selfie, and the whole thing played out on social channels. It’s especially telling that Sweis approached Netflix in the first place, tapping into our shared media experience to write his script for the prom. Adweek

Tell us what you think about #Netflix going to prom!

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Subtitling and Voice Dubbing

In this multicultural world we live in, languages have traversed borders. It is now more important than ever to ensure that your content is able to reach a wide audience. That is why subtitling and voice dubbing have become such an integral business.

subtitling and voice dubbing

Having a video available in multiple language is a huge asset which can open your production up to a wealth of new audiences. There are however, multiple ways to approach getting your video done in other languages. You can add subtitles, or you can add a voice-over track, which can be time synched or not. Here is some information that may assist you when thinking about adding #Subtitling and #VoiceDubbing to your video.


One thing that a lot of our clients forget when they ask us to quote for subtitling or voice dubbing is that we need a word for word transcription for the video. If the video had a script and the voice-over or on-screen talent stuck to it, then that would be your transcription. But in many cases, especially with #CorporateProductions, we simply have a list of interview questions to go off of and the individual speaks candidly. In that scenario, we tell our clients that we can either quote them for us to watch the video while transcribing it, or they are able to do so themselves and provide to us in order to save costs.


The next step would be to get the transcription translated. Depending on what language you need it translated into, as well as the amount of words, the costs can vary widely. Certain languages are more difficult to find experts on, and require more lengthy review processes to ensure that the syntax of the sentences are coming across properly. Another important factor stems from the industry language and terminology which are used. It is important to ensure that you express this to the #TranslationTeam, so that they can find a translator who understands the context of the terminology.


Subtitling is a fairly straight forward process. Working with a good translation team is key to the success of this stage of the project. A good translation partner will provide you with a chart which lays out the text, so the editor is able to match sentence to sentence. In this case, you do not need an editor who understands the language which the content is translated into, but they only need to be able to plug in the subtitles where the original language is within the timing of the video. Subtitling is a simple and cost effective way to provide your video content in another language.

Voice Dubbing

Getting your translated script voiced over is the most basic way to add an additional language audio to your video. This is a good option if there are no on-camera speakers, and there is only b-roll footage used. In this case, you could simply hire a professional voice actor to record the translated script, and the editor lays the track down over the footage.

When there are on-camera speakers though, you need to dub the voice-over to match with the on-camera talent. There are still two ways to do this. The more cost effective way is called time synching. Where the editor takes the recorded voice-over track, and synch’s the audio with the on-camera action as best as possible, in order to match with the timing of the original video clip. A second option is called lip synching, which is where the voice-over actor comes into studio and records the voice-over while watching the original video clip, in order to match the lips of the on-screen talent.

Subtitling and voice dubbing are both great solutions which are able to get your video content out to a larger audience. Here are some others thoughts on which is a better choice. Depending on time and budget constraints you will need to decide which is the best option for you.

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Location Consultation: Why Its Important

Whether you are producing a training video, company profile, event highlight, or a product promo, the location that you choose is a large part of the production. Having a location consultation ahead of time will allow for ample informative planning in order to save on time, money, and make your video the best it can be.

location consultation

Choosing a location can sometimes be a daunting task, and other times you have minimal choice and have to decide upon whatever is most convenient, or most affordable. In either case, partnering with a #ProductionCompany that will take the time to come for a location consultation is key.

In the 25 years Keywest Video has been in business, we have done a location consultation with many of our clients. In certain scenarios we were not able to, due to time constraints or not being able to get into the space ahead of the shoot date. When these situations arise we deal with it like we deal with all elements of production, with flexibility and a keen background knowledge to guide us in each individual shoot.

The reason why we do suggest going on a #LocationConsultation whenever we can, is because we know it works. We understand it is helpful. And we believe that you can never be too prepared. No matter how many projects we have worked on, there seems to always be something unexpected when it comes to our line of work. That is why we prepare for the worst, and always #ExpectTheUnexpected.

Certain issues that we have been able to avoid by going on a location consultation include;

  • lighting – for example, daylight mixed with florescent light
  • sound – too noisy of a space to record audio
  • distance – from one location to another
  • space – too small of a space to perform what is necessary
  • obstacles – for example, a desk in the room which cannot be moved
  • background – to ensure the background is visually engaging

Those are just of a few issues which can be observed, discussed, and then sorted out through a location consultation.

Here are some tips for when scouting for locations. Once your location has been pinned down, ensure to speak with the production team you are working with, and let them know that you think a location consultation is important.

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Video Editor’s Role

Video editors play a huge role in the production process. Editing is “where the magic happens” and editors are the magicians. It’s important to have a well-rounded and talented editor working on your productions in order to guarantee the best results.

Video Editor in an Edit Suite

Video Editor in an Edit Suite

First of all, it’s pretty clear that your editor needs to be able to edit. An editor should be well versed in a variety of mainstream editing software, among other things. However, their technical knowledge doesn’t just end there. An excellent editor must be able to perform all the tasks associated with producing the final video for their client, such as audio post-production, colour correction, etc. Many editors are also required to have some degree of motion graphics knowledge, using software such as After Effects, etc. as they will have to incorporate these elements into their videos (to an extent, of course). A good editor will be quite knowledgeable about many aspects of computing technology, seeing as they will have to deal with a variety of codecs and formats – it is important that your editor knows exactly what formats and codecs are required to meet your clients’ needs. Editors also need to be excellent at troubleshooting since there are many instances in which videos simply do not play – a good editor knows the steps required to get to the root of the issue and help themselves and/or the client view the video.

An #editor is just a storyteller. Although producers and videographers may be the ones that actually gather the footage, the editor is one that puts it all together. The editor will determine exactly how the footage will come across. Editors may receive some assistance in this aspect – scripts from the client, notes from the producer, etc. – however, it’s the editor’s responsibility to choose the best take. Along with choosing the best footage, the editor will also determine the length of the video. We find that many clients request a much longer video than necessary. An editor will help you create a shorter video that is more interesting to watch, yet still conveys all of the necessary information. In this instance, your editor will explain to you why they have omitted certain footage and how your story can be told in a clear and concise manner. It is the editor’s job to determine what footage is best and how exactly it should be placed within the video in order to guarantee an amazing story.

Need an editor? Contact Keywest today!

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