Co-creation Videos

Co-creation videos

Video is a hot commodity in marketing and consumers want to consume video as well as produce it. By including your target market, you’re interacting with the people you want to reach and validating their feedback. This co-creation  video approach is mutually beneficial; it gives you valuable information and makes the consumer feel connected to your brand via their contribution.

Co-creation Isn’t New

The idea of co-creation isn’t new. We were going to further define the collaborative effort, but why tell you when we can show you? Watch this excellent video explainer and apply all the principles to video! Perhaps it will inspire you to use your audience to help shape the direction of your next campaign.

https://www.youtube.com/watch?v=VlD2EyW5W_k

Marketing to Millennials

Co-creation Videos
Millennials have always had a voice online

Millennials are accustomed to being heard through social media and user-generated content. They want and places to use their voices and assume they’ll have that option. They also expect choice. Co-creation caters to these expectations.

As a business, you’re the leader. Work with your audience, but don’t let them take over. Guide the process and ask for their participation. The video will result in credible, authentic content. Involving your target market cultivates brand loyalty and can spread the word about your product or service organically.

There’s a difference between working with influencers and pulling the average user into the mix. An influencer is a known commodity and joining with them is a partnership. When you canvass opinions and feedback from the public, people participate and get excited about your brand in a different way. Starbucks is quite adept at this type of marketing. Remember the White Cup Contest that challenged patrons to draw designs on their coffee cups? What about the request to name the new blend that became True North?

Big Brands Get Onboard

Domino’s leveraged their consumer feedback in a novel way several years ago. The pizza giant used online feedback and focus groups to expose shortcomings in their product. This negative commentary compelled them to change their pizza and win over previously disappointed customers.

https://www.youtube.com/watch?v=AH5R56jILag

Orcon Broadband out of New Zealand enlisted the help of eager musicians to record a music track with Iggy Pop. The contest gave the winners the opportunity to record a live version of “The Passenger”. The result was aired on radio and televison.

https://www.youtube.com/watch?v=CtL51VME4Qo

Co-create a Video with Us

If you’re interested in involving customers in your marketing, give Key West Video a call today. Whether through a contest, Q&A or other format, we can discuss how to win over new business with video.

Corporate Video & Sports Metaphors

Corporate Video & Sports Metaphors

It’s National Bike to Work Day—did you take two wheels to the office this morning? Riding our bike more in the warmer weather got us thinking about how sports is closely tied to corporate video production. That’s not to say our job is like running a marathon, although some projects feel a bit that way by the time we cross the finish line. However, we do use a lot of sports metaphors and parallels in our videos.

Teamwork

Corporate Video & Sports Metaphors
Teamwork on three…

Perhaps the most obvious link between sports and business is the idea of teamwork. In any team sport, players have to work together to win. In any company with more than one employee, it takes teamwork to get the job done. We’re often asked to create videos that show how each department or team member contributes to the overall success of a business. Go team!

Planning and Strategy

Just like a basketball coach draws plays on a clipboard during a timeout, your manager has a project plan. Without planning and strategy, the NBA would be one big pick-up game and the project manager would be constantly bombarded with questions. When it comes to corporate videos, we always start with a planning session. It’s imperative that we sit down with clients and assess their needs so we can plan the kind of video that will work best to target their audience.

Corporate Video & Sports Metaphors
A project plan is like a game plan

Leadership

Corporate Video & Sports Metaphors
Every team needs a leader

Does the boss ever come into the office and give a rousing speech about how even though you’re behind the eight ball, the team will go the extra mile to finish a project under the wire? Okay, maybe that’s a few too many sports references even for this blog. But it’s still important to have a skipper who motivates their workers and leads by example. In football, that’s the quarterback. In business, that person is the boss.

Traning & Performance

We’ve all heard the adage practice makes perfect. Athletes honed their skills by training their bodies. The rest of us honed our minds in programs and schools that taught us how to be professionals in our field. Whether you’re trying to achieve a faster tennis serve or learn a new piece of editing software, you have to work at it to be successful.

 

Make Your Video a Slam Dunk

At Key West Video, we know how to produce videos that speak to your target market. With or without using sports metaphors and imagery. Give us a call today for your free quote.

Case Study: Tree Canada

Case Study Tree Canada

Today is Love a Tree Day! Of all the obscure days in May, this may be our favourite. Plus, it’s a great excuse to do a case study on a client we’ve worked with on a couple of occasions. In 2016, Key West Video created an animated piece to tell the public all about Tree Canada.

Animation Grows Understanding

Animation is often used for explainer videos. They’re a great way to visually engage the audience while explaining what a company is all about. It’s easier to convey abstract concepts with animation and no shooting is necessary. And aside from the voice-over, all sorts of things can be implied or stated with imagery and text.

Colour Conveys Mood

Case Study: Tree Canada
A space without trees is drab and colourless

The video starts in black-and-white. As the voice-over talks about how trees clean the air we breathe, the video changes to colour. The featured car also stops spewing black exhaust in exchange for a smaller volume of lighter-coloured exhaust. The darkness represents a compromised environment while the colourful world represents a healthy environment.

Background

As the car continues to travel along the road, the background of the video changes. As the video becomes colour, the scenery goes from urban to natural. Foliage and wildlife appear as the voice-over talks about the positive impact of trees. Using animation makes it easy to change the background to align with the script and we see rain, a for sale sign and a school.

Characters

Case Study: Tree Canada
This character represents school programs

There are three characters in the car at the beginning of the video. As the piece progresses, we learn that each person helps represent a Tree Canada program. When Tree Canada is introduced, the music changes and we soon hear about the first highlighted program: Greening Canada’s School Grounds. The first character, a young student, exits the car at the school. We continue to hear more about sponsored programs as the car pulls up to a hospital and the next character, a nurse, gets out. This time, the graphics Community Greening Initiative appear on-screen. The driver continues on while a third graphic appears: Operation ReLeaf. By the time the driver exits the car, the viewer has a clear idea of what Tree Canada is all about.

Graphics

Case Study: Tree Canada
Graphics and text support the voice-over

The video takes a short interlude to speak about further programs and initiatives without the use of characters. We see more graphics, highlighting Tree Canada’s community involvement. The ever-changing visuals keep the viewer interested while supporting the important information provided by the voice-over.

End Page

The last page of a video is commonly referred to as an end page. This is where you most often find a Call to Action INTERNAL LINK and are provided with ways to act or get more information. We have one more look at our characters in a mixed urban-suburban environment before we ask the viewer to get involved and providing Tree Canada’s website.

Recap

In less than ninety seconds, we were able to explain Tree Canada, showcase their vision and talk about some of the non-profit’s initiatives. The viewer is informed and also knows where to get further details. If you think an animated explainer could be good for your business, call Key West Video today for a free quote.

Repurposing One Video for Multiple Platforms

one video multiple platforms

In our overcrowded, resource-hungry world it’s important to be respectful of the three R’s: Reduce, Reuse and Recycle. With that in mind, this blog will take a fictional business and show you how one video can be used to create tailored content for four major social media platforms. Maybe we won’t save the world, but we will save time and money.

The Business

Our hypothetical business for this video marketing exercise will be Pressed & Steamed (P&S), a neighbourhood dry-cleaning and coffee hub. In this scenario, we’re going to make them a promotional video to introduce the new shop to potential patrons. Their target market is area residents who need dry-cleaning services or drink coffee; ideally, they do both.

The Video

Repurposing One Video for Multiple Platforms
Animated videos are great for promotion

After meeting with the client and assessing their needs, we’ve decided a ninety-second animated video is the best approach. In this video, we’ll talk about the services offered, give details such as location and hours and establish a personality for the business. After adding some happy music and a friendly voice-over, we have a finished product that’s ready to promote P&S. The full video will have a home on the shop’s website, while we have other plans for how to use the material on social media.

Facebook

Facebook users really like videos! In fact, videos are twice as popular as other post formats on average. The types of videos that do well on Facebook include live videos, how-tos and blog posts. Hubspot research tells us one-minute videos get watched, liked and shared. In an effort to reach P&S’s audience, we cut our ninety-second video down to sixty seconds. Then, we post the video directly to their Facebook page since users are more likely to watch a video than click on a link that takes them to a video.

Twitter

Repurposing One Video for Multiple Platforms
GIFs work well on Twitter

Now it’s time to put some eye-catching content on Twitter to attract new business. People go to Twitter for news, GIFs and blog posts. Visuals draw attention on Twitter, so we could post a video—the platform will run a piece that’s up to almost two-and-a-half minutes. Also, any video that’s 6.5 seconds or shorter will automatically loop. Since people and businesses often post to Twitter several times a day, we’re going to give P&S three options. First, we’ll create a GIF of coffee being poured from our full-length video. Then, we’ll provide a still image of clothes hanging on a rack. Finally, P&S will have a forty-five-second version of the final video to post since Twitter users like their info short and sweet. With each post, P&S can include a few words about their services, highlight a special or announce their grand opening.

Instagram

We all love Instagram for the photos, right? So here’s a chance for P&S to show their followers what’s new. Since behind-the-scenes videos are very popular online, we’re going to satisfy curiosity AND post a great pic. For their account, P&S can use a shot of our animator working on their video. Now they have an insider’s perspective on a project that they can promote while also promoting their business—so many levels! They can tease the video with this shot and include a link to the full piece.

LinkedIn

Repurposing One Video for Multiple Platforms
Use LinkedIn to connect with like businesses

LinkedIn is the business end of social media. Obviously, this is the place to talk about job openings and also an opportunity to concentrate on company culture. It’s a good idea to speak to the professionals in your target audience on this platform and build some credibility in your field. We’re going to go ahead and post a link to the full video on P&S’s website with a tease that introduces a new business in the area that sells high-end coffee and offers environmentally-friendly dry-cleaning.

One Video, Many Uses

So there you have it. That’s how a single video can be repurposed to suit specific social media platforms. At Key West Video, we work with clients to create whatever they need to reach their audience. We also keep all our materials archived in case a client wants to rework footage or animation in the future. Call us today for a free quote.

How to Use Text in Video

text in video

Mother’s Day is Sunday, so don’t forget to call your mom. Now that we have that reminder out of the way, let’s talk about text in video. Used judiciously, text can add emphasis and bring clarity to a corporate video. Here are some tips and information to keep your video texting game on point.

Types of Text

How to Use Text in Video
Lower-third used in Tattoo Project corporate video

Let’s start by talking about the kind of text used in video. The most common use you’ll see in corporate video is the lower-third. This is an identifier typically placed in the lower third of the screen the first time someone is shown. In longer pieces, the lower-third may be used more than once. Standard information on this type of text includes name, title and company.

How to Use Text in Video
Text used in GL Events video in place of voice-over

Informational text can be used anywhere in a video to emphasize a point or illustrate parts. Since so many videos today are viewed without sound, text can either enhance a voice-over or replace it completely. The goal is to draw a viewer’s attention without being distracting.

How to Use Text in Video
An example of text used for url in corporate video end page

Credits are another way to use text. We’re all familiar with credit rolls at the end of movies and tv shows. Corporate video isn’t usually a place you find credits, but it does happen. More often, a company’s website address and logo appear on the end page to close a video. The accompanying url may be text-generated if it’s not already part of the logo.

How to Text

When using text in a video, keep it short. Don’t tax your audience with too much reading. Text will also lose its emphasis if it’s constantly on-screen. Choose the moments you want to highlight with text and let elements like video and narration do the rest.

Spacing is important in a video. Put text where it makes sense and not covering interesting or essential video.  Text can stand alone with a neutral background if it’s the focus of the production, or it can sit in a place that doesn’t interfere with the accompanying footage.

Make text easy to read by choosing the right font in the right colour. This is a time when size matters. Make the text big enough to read, but not so big that it feels like shouting. And consider how other typography elements like outline and kerning affect ease of reading.

Branding and Text

Text is a great opportunity to give your video a slick and seamless feel. Consider the branding of the company and use their colours, style and font for your text. Most businesses have a style guide that can be used to make sure the video looks perfectly in place alongside other marketing materials.

We Like to Text

Text is part of almost all of our videos and is especially prevalent in animated productions. To discuss how text can enhance your corporate video, call us today for a free quote.