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sastudiosnyc · 2 years ago

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Skincare Product Photography

Skincare Product Photography 101: Techniques and Tips for Stunning Product Shots Skincare product photography is a challenging and unique field that requires specific skills and techniques to showcase the products in the best possible way. Reflective surfaces and transparent packaging are common challenges that can make it difficult to control lighting and color in the final image. Some skincare products' glossy or oily texture can also pose a challenge, making it hard to capture the product's surface. Finally, small sizes and intricate details in design can make photographing some products challenging. However, with the right approach and attention to the point, it is possible to create visually appealing images that showcase skincare products in the best possible way. Skincare photography requires keen attention to detail and an understanding of lighting, composition, color, and retouching techniques to create visually appealing images that showcase the products in the best possible way. Additionally, the angles of the shots, background, props, and audience should be considered to enhance the final image. A professional photographer with experience and knowledge in this field can help you achieve great results for your brand and products. You can create stunning images to help sell your skincare products with the proper techniques and a little practice. Lighting and skincare photography One of the essential elements in skincare product photography and skincare photography is lighting. Proper lighting can make or break a skincare or cosmetic product photo or video. To create an attractive image, it's essential to consider the product's packaging and your model's skin tone. Use soft, diffused natural lighting to showcase the product or the model without creating harsh shadows or glare. A common technique in product photos is using softbox lighting kits or umbrellas to diffuse the light and create a more even, flattering light that is not harsh on skin tones or does not create glare. Composition Composition is a critical element in skin care photography. Good skincare photographs should be clean, simple, and easy to understand. A good composition will help to showcase the product and make it stand out. One of the most effective ways to achieve this is to use a shallow depth of field, which will blur the background and make the product stand out. Skincare photography & color Another essential element in skincare photography is color. The colors of the product should be accurate, and it's necessary to use the proper white balance to ensure that the colors are true to life. A white card should be used to set the white balance, and the color temperature should be adjusted accordingly. Retouching images Retouching is an essential step in skincare photography. Skincare products often have reflections and glare that need to be removed. Additionally, the product should be cleaned, and retouching should be done to remove any blemishes or imperfections. Retouching refers to digitally altering an image to improve its appearance. In particular, it involves editing and enhancing product images to make them look as attractive and appealing as possible. Retouching techniques can include: - Adjusting the color balance. - Removing blemishes or imperfections. - Smoothing out textures. - Enhancing product details to make the product stand out. The goal of retouching is to create a high-quality image that showcases the product in the best possible way while also maintaining a natural and realistic look. Retouching is an essential step in the skincare product photography process and can significantly impact the outcome of the image. ANGLE OF SHOTS Another important aspect of skincare photography is the use of multiple angles of the shots you use. Depending on the product, certain angles may be more flattering or effective in showcasing the product. For example, a facial serum bottle may be photographed to show the entire bottle and label. In contrast, a jar of face cream may be photographed at a slight angle to show the texture of the cream. Additionally, it's essential to consider the background of the shot. A direct experience can be effective in making the product stand out. At the same time, a textured background can add interest and depth to the image. USE PROPS TO ENHANCE THE IMAGE AND ADD CONTEXT Props can also be used to enhance the image and add context. For example, incorporating a hand or a cotton pad can help show the product's size and use. Additionally, incorporating natural elements such as flowers or leaves can add a sense of freshness and purity to the image. Consider the target audience when creating skincare product photos. Understanding who the target audience is and what they are looking for in a skincare product can help guide the shoot's creative direction and ensure that the final images effectively resonate with that audience. TECHNIQUES TO MAKE YOUR SKINCARE PRODUCTS LOOK THEIR BEST IN PHOTOS AND VIDEO Several techniques can make skincare products look their best in photographs and videos. One technique is to use proper lighting. Soft, diffused lighting is often used in skincare photography to create a more even and flattering light on the product. This can be achieved using a softbox or umbrella to diffuse the light and reduce harsh shadows or glare. Another technique is to use a shallow depth of field. This can be achieved using a low aperture setting on the camera, which will blur the background and make the product stand out. This technique can also create a sense of depth and dimension in the image. Another technique is to use a white card to set the white balance. This will ensure that the colors of the product are accurate and true to life. Additionally, the color temperature should be adjusted accordingly. Retouching is also an important technique to make skincare products look their best. This can include removing reflections and glare, cleaning the product, and removing any blemishes or imperfections. In videography, slow-motion shots can showcase the product's texture and consistency, and macro shots can show the packaging details and the product itself. Additionally, stop-motion animation can also be used to show the application of the product and how it works. In summary, camera settings and techniques such as proper lighting, shallow depth of field, white balance, retouching, and specific shots in videography can make skincare products look their best in photographs and videos. A professional skincare photographer with experience and knowledge in this field can help to use these techniques effectively to create visually appealing images and videos that showcase the products in the best possible way. EXAMPLES OF SKIN CARE PRODUCT PHOTOGRAPHY Successful skin care product photography can be found everywhere, from magazines and websites to social media and advertising campaigns. Here are a few examples of successful skincare product photography: - L'Oréal Paris - The brand's skincare product photography often features clean, simple compositions with a shallow depth of field to make the product stand out. Additionally, they use a simple background and a mix of natural light and softbox to create a flattering and natural look. - Neutrogena - The brand's skincare product photography often showcases the products in a natural setting, using natural light and simple backgrounds to make the product stand out. Additionally, they use a shallow depth of field and a mix of macro and close-up shots to show the details of the product. - Kiehl's - The brand's skincare product photography often features a natural, organic aesthetic, focusing on showcasing the product's texture. They use natural light and a mix of macro and close-up shots to show the details of the product. - La Roche-Posay - The brand's skincare product photography often showcases the product in context, with images of the product used in real-life scenarios. Additionally, they use a mix of natural light and softboxes to create a flattering and natural look. These are just a few examples of successful skincare product photography, but many more are out there. It's important to note that the success of skincare product photography is not only in the technical aspects but also in how it connects with the target audience and transmits the brand's message. Read the full article

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sastudiosnyc · 2 years ago

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Beauty Video Production: A Comprehensive Guide to Crafting Stunning Videos

Beauty Video Production: A Comprehensive Guide to Crafting Stunning Videos Are you looking to take your beauty brand to the next level with stunning video content? Look no further, as we are here to provide you with a comprehensive guide to great beauty video production and exploding your beauty video content. Expert tips and tricks, that will have you well on your way to creating visually stunning and impactful beauty and skincare videos that drive engagement and boost brand awareness and loyalty. But first, what qualifies us to write this guide you may ask. We are a beauty and cosmetics video production company based in New York City, focused on the beauty industry. Specializing in beauty video production, beauty product videos, How to videos, photography, branded content and all things beauty, cosmetics and Skincare marketing. Our creative team has helped many beauty and cosmetics brands develop and film some of the most memorable beauty commercials around. Should you need TV commercials, YouTube videos, beauty videos, we can help. With that out of the way, lets get into the guide. Why Beauty Video Production Matters Unless you've been living under a rock, you obviously have seen the explosion of beauty video content and the rise of the beauty influencer. In this modern era of technology and social media, having high-quality video content is a critical component of marketing your beauty brand. Video content is one of the most powerful tools to reach your target audience and promote your brand online. You can showcase your products, demonstrate your expertise, and build a strong connection with your audience by creating high-quality beauty videos that deepen brand loyalty. As a result, beauty video production has become an essential aspect of marketing for businesses in the beauty industry. This article will explore why beauty video production matters and what it can do for your business. HOW BEAUTY VIDEOS CAN WORK FOR YOU Video is a powerful medium for storytelling and can connect with viewers on an emotional level. Video allows you to show your products or services creatively and dynamically, and making them more appealing to your audience. Video can also help you convey important information about your brand and its offerings in an engaging and memorable way. As well as, humanize your brand, showcase key product benefits, and critical ingredients that make your beauty brand unique The Importance of Quality Video production Quality is critical when it comes to beauty video production. Poor-quality video can quickly turn off potential customers and damage your brand's reputation. Anybody can capture videos via their smart phone but it's essential that your videos have good lighting, clear sound to attract attention. On the other hand, high-quality video can establish trust and credibility with your target audience, demonstrating that your brand is professional and committed to delivering the best possible products and services. Showcasing Your Products and Services Beauty video production allows you to showcase your products and services in a visually attractive way. From makeup tutorials, how to videos, to skincare demonstrations, video can help you demonstrate the benefits of your offerings, giving your audience a clear understanding of what you have to offer. This, in turn, can help drive sales and boost your bottom line and increase brand loyalty or even bring in a whole new audience for you. Building Emotional Connections Video can help you build emotional connections with your audience. By showcasing the story behind your brand. How did you get started? What's your mission? What makes you unique?These and many other questions, can be answered with a good, well thought out video. This helps you create a more profound sense of connection with audience. This content can also increase engagement with your brand online and on social media. Video can boost Search Engine Rankings Incorporating video into your marketing strategy can help boost your search engine rankings. This is because video content is highly shareable and can generate a lot of backlinks, which are key factors in determining your search engine ranking. Increase your visibility and reach a wider audience by creating high-quality video content optimized for search. Enhancing Your Social Media Presence Social media is crucial to any modern marketing strategy, and video can help you enhance your presence on these platforms. Whether you're using YouTube, Facebook, or Instagram, video content can help you reach a wider audience and drive engagement. Social media videos can also help you build a stronger relationship with your target audience, increasing the likelihood that they will share your content with their followers. Maximizing Your Reach Video content can help maximize your reach to a wider audience. This is because video can be easily shared across multiple platforms, allowing you to get a broader audience and generate more exposure for your brand. Additionally, video content is often more memorable than text-based content, making viewers more likely to remember your brand and what you offer. Critical Elements of a Successful Beauty Video The beauty industry has truly embraced video in a very big way. Evidenced by the thousands of videos available on Youtube and many social media platforms. A simple search can take you down many a rabbit hole on youtube, watching the hundreds of videos now available from brands and influencers. However, being able to create a beauty brand video that's memorable, requires planning and a very clear vision. Here are several key elements to creating a successful beauty video. These include: - Concept and Storyline: Start developing your video's clear vision and storyline. Think about what message you want to convey and how you can bring that message to life through visual storytelling. This is probably the most important step before you even get started, get models and even start filming. Decide on the story you want to tell and who your audience is. - Production and Lighting: Proper lighting is crucial for creating visually stunning beauty brand videos. Ensure that your lighting is consistent throughout the video. Consider using different light sources to add depth and dimension to your shots. - Audio: Good audio is just as important as good lighting. Invest in quality microphone equipment to ensure your audio is clear and professional. - Camera Movement: Smooth camera movements can add production value to your video production and help to keep your audience engaged. Consider using a tripod or stabilizer to ensure steady shots. - Editing: A well-edited video is a critical component of beauty video production. Invest in professional editing software, or work with an experienced editor to bring your vision to life. Steps to Take Before Production Begins Before you start filming, you should take several essential steps to ensure the success of your beauty video production. These include: - Research Your Target Audience: Understanding your audience is critical to creating a successful beauty video. Consider what your audience is interested in, what they are looking for in a beauty brand video, and what content they are likely to engage with. - Define Your Objectives: Clearly define your goals for your video, and think about how you can measure the success of your production. - Plan Your Budget: Creating a high-quality beauty video can be expensive, so it's essential to plan your budget carefully. Consider the costs of equipment, crew, talent, and post-production services. - Secure a Location: Choose a location that aligns with your concept and storyline and is suitable for filming. - Assemble Your Team: Work with a talented and experienced crew to bring your vision to life. This may include a director, cinematographer, lighting technician, sound engineer, and editor. The Production Process The production process for a beauty video can vary depending on your concept and budget. Still, there are several key steps you should follow: - Pre-Production: You'll plan and prepare to film your beautiful video during this stage. This may include securing a location, casting talent, and rehearsing your shots. - Filming: This is the stage where you'll capture your footage, working with your team to create the desired look and feel for your video. - Post-Production: During this stage, you'll edit and refine your footage, adding special effects, music, and sound design as needed. Tips for Maximizing the Impact of Your Beauty Video To make the most of your beauty video production, there are several tips and tricks you can use to maximize its impact: - Utilize Professional-Quality Equipment: Investing in high-quality equipment will ensure that your video looks and sounds professional. This includes cameras, lighting equipment, microphones, and editing software. - Incorporate Product Demonstrations: Showcasing your products in action is a great way to demonstrate their benefits and build brand awareness. Consider incorporating product demonstrations into your video. - Highlight Your Unique Selling Points: Set your brand apart by highlighting the unique selling points that set you apart from the competition. This may include your expertise, innovative products, or personalized customer service. - Use Engaging Visuals: Make your video visually engaging by incorporating a mix of shots, including close-ups, wide shots, and movement. - Optimize for Search Engines: Make sure your video is optimized for search engines by incorporating keywords into your video title, description, and tags. Conclusion By following these tips, you'll be well on your way to creating visually stunning and impactful videos that drive engagement and boost brand awareness. Start planning your beauty video production today, and take your brand to the next level! FREQUENTLY ASKED QUESTIONS - Why is video content important for beauty businesses? Video content is important for beauty businesses because it allows them to showcase their products and services in a visually stunning way, build emotional connections with their target audience, and reach a - What equipment do I need to produce a beauty video? To produce a high-quality beauty video, you'll need a professional-quality camera, lighting equipment, microphones, and editing software. - How can I demonstrate my beauty products in my video? - You can demonstrate your beauty products by incorporating product demonstrations into your video. This may include a step-by-step tutorial or a before-and-after transformation. 3. What sets my beauty brand apart from the competition? - Your unique selling points may include your expertise, innovative products, natural ingredients, or personalized customer service. Highlight these in your beauty video to set your brand apart. - 4. How can I make my beauty video visually engaging? - You can make your beauty video visually engaging by incorporating a mix of close-ups, wide shots, and movement. - 5. How do I optimize my beauty video for search engines? - You can optimize your beauty video for search engines by incorporating keywords into your video title, description, and tags. This will help your video rank higher in search results. 6. What are the critical elements of a successful beauty video? The critical elements of a successful beauty video include professional-quality equipment, product demonstrations, highlighting your unique selling points, engaging visuals, and search engine optimization. - How can video content help to boost search engine rankings? Video content can help to boost search engine rankings by generating backlinks, which are key factors in determining search engine ranking. High-quality, optimized video content that is easily shareable can increase visibility and reach a wider audience, ultimately improving search engine rankings. - Can video content help to build emotional connections with the target audience? Yes, video content can build emotional connections with the target audience by showcasing the story behind the brand and allowing viewers to connect with the brand on a deeper level. By creating engaging and unique video content, businesses can increase engagement and loyalty, building a stronger relationship with their audience. - What platforms are best for sharing video content? Several platforms are ideal for sharing video content, including YouTube, Facebook, and Instagram. The best forum for your brand will depend on your target audience and the content you create. It is essential to consider each platform's unique features and audience when deciding where to share your video content. Read the full article

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sastudiosnyc · 3 years ago

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How to Prepare for Your Company's First Live Stream Event

Due to the pandemic, live stream platforms have become ubiquitous in an incredible way. Fashion brands have started to live stream their runway shows, chefs have started to live stream their home cooking tips, and we've even watched significant events in the White House. So How Does Live Streaming Work? A great way to connect to your audience and broadcast your message or events online is through a live stream. This is a great alternative to a physical event, allowing people to buy an online seat to an experience no matter where they are. With this type of video content, you're encouraging your market to learn more about your company as you finally put a face to your brand's name. Here is Our Guide to Live Streaming - Plan Your Live Stream Event Before you start live streaming, think of it like any marketing campaign — you need to strategize and plan this thoroughly. Ideally, you and your team, along with your video production company, should brainstorm and talk about your live stream goals, concepts, and other important details. Talking about the important W's is crucial. You have to figure out who you're trying to reach, what you want to share with your audience, and where you want to hold your live stream, meaning which platform you'd like to use. - Choosing the Right Platform Depending on your brand's personality and your target market, your online video platform will differ. If you're targeting a much younger audience, you might want to consider using TikTok or Instagram. And if you're dealing with a much older crowd, Facebook live may be a great option. YouTube also offers fantastic live streaming options, allowing you to present high-quality streams, fit for online concerts, panel discussions, and alike. - Have the Right Equipment Depending on the type of live stream you're going for and your concept, you'll be needing certain equipment to produce a quality stream. To get this, it's best to work with a reliable video production company because they'll have all the tools and knowledge to execute a high-quality live stream for your brand. - Preparation Before the Live Stream is Crucial The actions you take before your live stream can make or break your online event. With that being said, make sure that you're promoting your live stream in relevant channels to attract the right audience, and more importantly, do a dry run. When you promote your live stream, you interact with your audience and find out what they want to see. And when you do a dry run, you get to make necessary changes to improve your stream. Three, Two, One—Action: Set It Up and Stream Now that all preparations are in place and your online audience is ready, all you have to do now is to ensure everything is set up and start streaming. However, things can only go smoothly with proper planning. When you collaborate with a credible video production company, make sure you and your team invest your time in creating a successful live stream for your target market. So How Can We Help You? Creating video content and setting up live streams can be complicated, especially when you don't have video production experience and the right tools. That's why it's best to call the professionals to help you handle this tedious task. Our team of video professionals produces world-class films and creative video content for TV, web, and social media. We’ll be happy to hold your hand every step of the way. Learn more about how we can help you today! Read the full article

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sastudiosnyc · 4 years ago

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5 Ways to Humanize Your Brand & Build Trust with Your Brand Videos

Nobody’s perfect, but in our social media-driven world, it sure can look that way. However, consumers – especially younger ones – are looking for something different. They want to know a brand’s real values and see them follow through on promises. A report by Stackla found that 90% of consumers feel that authenticity is important when deciding which brands they like and support. But while brands are trying to be authentic, sometimes they might be trying too hard. For example, 92% of marketers said they believed most or all of their content resonated as authentic with consumers, but 51% of those consumers said that less than half of brands actually create any authentic content. Today, authenticity and transparency are the keys to success, and video provides the perfect way to showcase the real people behind the products. The good news is these offerings don’t have to be perfectly polished. Showing your human side – warts and all – is seen as more transparent, trustworthy, and relatable. Here are 5 ways you can humanize your brand videos and show customers who you really are: 1. Use your own humans Consumers can tell when people are acting. And maybe that’s why user-generated content is seen as more trustworthy than branded content and influencer content. The good news is that this means you don’t have to have perfectly scripted and aesthetically breathtaking content all the time or pay influencers to do your bidding. In fact, getting real, honest consumers or staff on the screen is going to make you more relatable. That doesn’t mean you let everyone wing it or you publish videos that needed a second take. It just means you can save some money on the actors, set designers, and pricey locations. In the end, we just want to know that people like us engage with the brand or work behind the scenes. 2. Be authentic Being authentic means staying consistent to your core brand messaging. But, ideally, it also means being transparent about your values. Authenticity is more relevant than ever, especially with younger consumers. People want to know what a brand stands for and where its priorities lie before they hand over their time or money. So, while you don’t have to take a stand on everything, you can use videos to improve communication about the things you do stand for. 3. Pull back the curtains If you want to give potential consumers a deeper sense of what your brand is really like, then behind-the-scenes (BTS) content can be invaluable. The best part is that it’s such a unique form of engagement that it doesn’t need to be planned down to the last detail. The more personal and off-the-cuff your content is, the more it gives people a sense that they’re seeing something unique. Even better, without having to plan down to the last detail, you can create more videos in less time, which can be great if you want to post to social media consistently. Whether it’s scenes from the factory floor or your staff on a social outing, BTS content gives consumers a look at the heart of your company and helps them understand your brand’s story on a deeper level. 4. Diversify your video strategy There are plenty of narrative threads you can pull on when it comes to making video. In addition to brand and BTS videos, there are explainer videos, product videos, testimonials, livestreams, and interviews. All of these let you add a human element to your brand by letting consumers, sales experts, and employees speak for themselves. You should try out as many as you can to see what content leads to the greatest number of conversions. After all, 64% of consumers are more likely to purchase a product online after seeing a video about it. 5. Tell us your “why” You started your business for a reason, right? Clearly you have a passion for something, so why not share that with people to get them on board with your brand? Here’s where you can show people the face behind the curtain. And even founders and C-suite executives who aren’t necessarily camera-ready can let their passion shine though if you get them talking about what drives them to succeed. That’s the kind of feeling that will come through the screen and inspire people to interact with your brand. *** People are watching more video than ever. And while brands have caught on to this, there’s clearly more room to grow. Wyzowl found that 85% of consumers were open to seeing more video from brands in 2021, with 84% saying that they’ve been convinced to buy a product or service in the past by watching a brand’s video. Meanwhile, Biteable found that just 53% of marketers believe that video helps them raise awareness, with 52% saying that video helps them build trust with potential customers. It’s clear that customers want even more video than they’re getting! Perhaps humanizing videos can help. After all, 41% of marketers said they don’t make videos because they think it’s too complicated. But it’s clear that what consumers are looking for is authentic engagement, not expensive video production. This should take some pressure off brands that feel compelled to create picture-perfect video 100% of the time. Whether you’re educating, motivating, inspiring, or simply entertaining your audience, the key is to be relatable while you do it. Read the full article

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sastudiosnyc · 5 years ago

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VIDEO CONTENT MARKETING | 4 Types of Video to Market Your Business

Today's blog post is all about how to use video content marketing to drive traffic to your business. Basically, how to promote your business and make more money using video. Now, video is the most engaging form of content, because it engages most of our senses. We can watch it, hear it, and even read text and graphics on video. Therefore it engages the user for a longer amount of time on your website. 81% of businesses are using video to market their business. Most consumers say that video is their favorite form of content on a website or on social media. And Google and other search engines rank websites with video higher because they deem them as high quality content. Video is taking over the internet right now, and I want you guys to take advantage of using video in your business or in your brand or whatever you have going on. So I'm going to go through four different types of videos that you can create for your business to start driving traffic. More and more video content is being watched now than ever before. 85% of all internet users in the United States watched online video content monthly on any of their devices (Statista, 2018). 25-34 year olds watched the most online videos, with adult males spending 40% more time watching videos on the internet than females. The time spent by users in the United States watching video content weekly on a smartphone is also seen to be growing over time. Interestingly, Saudi Arabia and Turkey ranked in first place, with 95% of all their internet users watching online video content on any device during any given month. The preference for video content is not just limited to entertainment purposes. Video extends to brands. Studies show that 54% of consumers want to see more video content from a brand or business they support STORYTELLING VIDEOS Storytelling videos can be absolutely fantastic for a new business that has just launched and nobody knows who you are. If you are launching your business or have an existing one. A great way to promote your business is telling your story. Why you wanted to launch this business, what this means to you, what the purpose of your business is and how you want to help people. This is not pitching your business, but actually giving people insight into who you are and start building trust between you and your potential customers or clients. That is one way that you can infuse your story and morals in to your messaging and the way you run your business. Family may be important to you and you may attract people who have that same sense of family and doing business. And because you shared something with them, your audience may feel connected to you on an emotional level. I always tell my clients, that people buy purpose. They buy more into purpose than they do products. You can have mediocre coffee, but if they like your branding, and your story. They will connect with you on a deeper level. Another way to keep storytelling going is by introducing vlogs. Let's take the coffee shop for example, if the owner wants to start vlogging, and create a blog around what is it like to run a coffee shop. So he or she's taking the audience through the process of buying coffee beans, the grinding of the beans in the back and what it's like hiring people and how to pick up the decor. Infusing the storytelling element in all your videos, keeps people interested and makes them feel like they're a part of your process and helps drive traffic to your business. INFORMATIONAL VIDEOS The second type of video that you can use to promote your business is informational videos. These are videos that are intended to educate. Informational videos are excellent for service based businesses. You're trying to educate and share your knowledge with your target audience in this type of video. Which in return, drives traffic back to your business. Don't be scared that you're giving away too much information, because there is really no such a thing. There's so much information floating around that more than likely people can find it somewhere else. Informational videos also position you as a subject matter expert and help you build trust with your audience. DEMONSTRATION VIDEOS Demonstration videos are different from information videos, in that they show your audience how to do something as opposed to informational videos that simply them tell them how to do it. Demonstration videos are very powerful for certain niches, like cooking, art, anything that's extremely visual that you can walk your viewer through the process. Lots of cooking channels have demonstration videos. TESTIMONIAL VIDEOS You've probably read something out there that says, testimonial videos are not that important. I'll have to respectfully disagree. Testimonial videos are very useful because they are the proof that whatever you're doing in your business works. And your audience wants to know what the end results look like. We are living in a results driven world. If you have a course or some sort of service based business, or even a product. Having reviews and testimonial videos on your website or on your social media are a powerful way to pique people's interest because you're starting with the results. And now they can work backwards and reverse engineer and figure out what part of your business they actually want to invest in. VIDEO CONTENT MARKETING STRATEGY Its important not to feel overwhelmed, or that you are giving away too much information. You have to put out content in order to have people want to invest in your business. And video is an amazing way to do that. It's not the only way you can do that, but it is a great way to drive traffic to your business. Any of these four video content marketing strategies will work for you if you implement them consistently. Additionally, feel free to combine a little bit of the engaging and storytelling elements, with informational and educational content. Users are seeing videos increasingly on every platform. Whether it’s on blogs, Instagram ads or simply YouTube, they are expecting more video content. Videos are a consumers’ favorite type of content to see from a brand on social media (Animoto, 2018). Based on the 2018 State of Social Video Marketer Trends report, 73% of consumers claim that they have been influenced by a brand’s social media presence when making a purchasing decision. This statistic alone shows how videos are getting popular with the passage of time. With video becoming a great influence on consumer decisions, it comes as no surprise that Instagram is on track to become the fastest-growing platform which uses video content to drive purchases. If this content has been helpful and you would like to share your thoughts. Please feel free to leave a comment or to learn more on how we can help your business create more engaging video content here. Read the full article

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sastudiosnyc · 5 years ago

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HOW TO WRITE A KILLER SCRIPT FOR YOUR EXPLAINER VIDEO

Explainer videos are fantastic communication tools for brands—if they tell the right story. A good explainer video can’t succeed without a good explainer video script. In this blog post, I'm going to give you my best tips on how to write a killer script for your explainer video. Before you start any video production project, you must be clear on the purpose for your video. There's no point in making a video, just for the sake of making one, unless you just want to have fun. But if it's for your business then you really want to have a clear execution plan for your ideas and what you're trying to communicate. Why do I want to tell this story? - Know your goal to help anchor your messaging and write an effective script. What’s my angle? - In an explainer video, you’re either filling in an information gap or expanding your viewer’s knowledge. How are you making their life easier? Why will people care? - Who are you speaking to, and what do they want? What are their pain points, and how are you solving them? This knowledge is necessary to help you tailor your message for them. PRO TIP: BE AS SPECIFIC AS POSSIBLE Is your character eating “at a restaurant” or a “five star restaurant?” While it may not seem important, specificity is key in a successful explainer video script. Not only will it enhance your explainer video. It’ll also give you a preliminary budget. When you break down your script, carefully go through each scene and determine what cast members, props, etc you need to make your explainer video come to life. Even if you have world-class visuals, a weak script will sabotage your explainer, making it boring at best and confusing at worst. (There’s a reason a beautiful cover can’t save a bad book.) Sadly, many brands underestimate just how crucial an explainer video script is. A strong story determines the success of your explainer video because it drives both the audio and visual components. I find that many brands struggle with writing an effective script. A good explainer video script takes work. Explaining a complex or detailed concept is hard enough. When you have to distill that concept, tell an engaging story, show off your brand personality, and deliver a strong takeaway—all in an incredibly limited word count. A good explainer script is usually broken down into four parts. These four parts are the problem, solution, how it works and finally a call to action. THE PROBLEM You want to set up the problem as quickly as possible in your explainer video script, in no more than fifteen seconds. Create a clear outline of the problem your audience is facing. - Then create a character that embodies your ideal prospect. Take into consideration, all the demographic data, ethnicity, and language of this prospect. Are they male, or female? How old are they, what's their ethnicity? Do they have an accent? This character should mirror your ideal prospect. Clearly described the problem that they have. The idea here is to get your audience to connect with the problem or issue. You want your audience to see themselves in the particular problem situation. Your antagonist is the problem your product solves. For Airbnb, it’s not being able to find cheap hotels. You want to do all this within 30 words or less of the script. EVERY PROBLEM HAS A SOLUTION All hope seems lost. But there’s hope. This is the classic way to pose your company product or service as the hero that makes your audiences life easier. Make the problem clear and relatable, then use the story arc to make a natural transition to the solution. When you provide the solution, be sure to state clearly what your product does, but not the how. To emphasis this pivot, the best explainer videos change the music and camera to reflect the optimistic tone of the explainer video script. Providing the solution is not the same as explaining the product. It may seem like you should explain all the ins and outs at this moment, but don’t. Just get across the what. It gives the viewer something concrete to latch onto. It also instills curiosity as to how you’re going to make good on what you just laid out. DISTILL YOUR EXPLAINER VIDEO STORY Explain Like I’m Five. The concept is simple: Break down an idea with the languagE you would use if your were explaining it to a 5-year-old. Even if your viewer is highly educated, the goal of an explainer is to deliver information succinctly. Keep the story as simple as possible, but don’t condescend. We like to think of an explainer video script as a children’s book for adults: interesting, engaging, and easy to digest. A few tips that can help here: Try to write your story outline in five sentences - Write as though you’re speaking to a friend or family member. We tend to speak far more colloquially than we write, which is helpful when writing for voice over. When in doubt, keep it simple. Bring Your Viewer Into the Story - So your product delivers information packets through subterranean sea cables? That’s nice. All someone wants to know is that they get quicker Internet. Look for opportunities to make the narrative personally relevant and relatable; it will be easier to capture and keep their attention. As your write, remember to: Speak directly to your audience - Look for opportunities to put your viewer in the driver’s seat. Write in second person voice. Use their language. If they are accountants, your language should reflect that. But avoid unfamiliar terms or cumbersome words that might confuse people. Add Emotion - You may want to make them laugh or tug on your viewers’ heartstrings; either way, the more you elicit an emotional response, the more engaged they will be. Hook them from the start. Effectively communicating your brand voice is also an important point here. People want to form an emotional bond with a human, so showcase your personality and position yourself as a helpful and approachable friend. Keep the length short - Brevity is key when writing an explainer video script. The longer it is, the less impact it will have. Watch your word count. 135 words per minute is a comfortable pace. Read your script aloud, or have someone else read it out loud, and check the pacing of overall message. Adjust for Voice Over - People who write outstanding blog posts often forget that video is an entirely different medium. Writing for video sounds easy enough; that’s the trouble. While some explainers do not use voiceover, yours probably will; your writing needs to account for that. The language you use should roll off the tongue - Avoid complicated words. Voice over artists are pros, but that doesn’t mean we haven’t seen a cut sabotaged by an awkward pronunciation or clunky word that interrupts the story flow. Be sure to review your copy for grammar and ease of readability. Show, Don’t Tell - Do not explain what you can show. This should be the golden rule for all kinds of writing. Whether you’re a first grader or a master author. According to Psychology Today, our brains process videos 60,000 times faster than text—take advantage of this! YOUR CALL TO ACTION Keep it short, but effective - Your “Call to Action” should be short, but effective. Just like this sentence. Restate the problem and your solution again in one concise sentence. Clearly state your product’s name at least twice. Point us in the next direction with a website link. EDIT MERCILESSLY Kill your favorites, as they say. Nobody gets a script right on the first draft, so get ready to write and rewrite. Keep sentences short. Make sure the tone is appropriate. Craft a cohesive narrative from start to finish, and cut anything that distracts. Showcase your expertise. There’s a reason someone clicked on your explainer video. They want to learn something. Demonstrate your knowledge at every touchpoint to position your brand as a trusted source. Deliver that value, and your viewers will thank you. And there you have. Please feel free to leave a comment or suggestion on anything you feel we missed in this post. Read the full article

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sastudiosnyc · 5 years ago

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3 SECRETS OF SUCCESSFUL PRODUCT VIDEOS

Today we're going to learn how to make your product videos more effective. If your product videos are not working as well as you hoped. It could be because you're missing something advertisers call, a "key appeal " or Key motivator. It is true that supplying helpful information to customers will reduce buying risks and add practical value, but what’s more powerful is your brand’s ability provoke emotions in people. In this post, we’ll take a customer-centric approach by looking at what emotional motivators drive human actions, and how to use this understanding to build the long-term value of your brand. EMOTIONAL APPEAL IN PRODUCT VIDEOS There are three different parts of the brain, if you will, that you have to target and speak to, if you want customers to convert. The first thing your video needs is an emotional appeal. Why do you need an emotional appeal? Well, it turns out we humans are very emotional beings. Even though we like to think that we are very rational and logical. The reality is that, we typically act with our gut and emotions. And then later use logic to rationalize those emotional decisions. EMOTIONS AND DESIRES DRIVE ACTION In short, emotions are physical and can be discovered either through conscious emotional experiences or subconscious associations of one’s desires, beliefs, actions, etc. In comparison, feelings are mental reactions to and subjective representations of our emotions. GAIN - Advertisers have found that there are a handful of emotions or desires that drive action. The first one is GAIN. If you think of any commercials that seem to be promising that they can make you happier, or healthier, or wealthier, they're talking about gain. It's a very strong motivator that can work for a variety of different products. LOVE - Another key emotion is love. This is the opposite of gain. Gain is the greedy emotion, with greedy desires. Love is the opposite. Think of any jewelry commercial - they all kind-of-play-off this idea of, get her the diamond that she deserves. So it's basically trying to get husbands or spouses to act out of love. PRIDE - Pride is another strong motivator. People want to look good in front of their friends and keep up with the Joneses, as they say. DUTY - Another key motivator is a sense of duty. The US military tends to use this pretty heavily. With the idea that your country needs you. SELF PRESERVATION - This is another key motivator that largely plays off fear. Is your home, ready for an earthquake? Or are you prepared for a flood?... this kind of thing can drive a lot of action but it's basically rooted in fear. SELF INDULGENCE - And finally there's self indulgence, which is what a lot of food based marketing uses. It's all about...You deserve this delicious food or thing. Now that you know your audiences basic motivations. Be sure to approach the development of your product videos from this perspective. By first making sure your video has an emotional appeal. You want to hit the viewer in the heart initially. That's what's going to grip them and make them take that first step towards considering your product. Then follow up the emotional appeal with a logical appeal. Humans act on emotion, but then we rationalize that with logic. We rationalize those emotional decisions to make them look like smart decisions based on facts. The rationalization stage is where you can talk about your wonderful product benefits, refund policy or your amazing warranty. Customer testimonials and stories would come in here as well, coupled with some detailed benefits to help to them rationalize things better. It's time to use a physical appeal. Show your product being used. This is very very important. Back in the 1990's, researchers made a pretty big discovery while studying monkeys. They found that, when one monkey watched another monkey perform certain actions. The brain of the other monkey watching reacted as though the monkey watching were actually performing the actions. For example, if one monkey watched the other monkey eating a banana, then that monkey's brain lit up the same way it does when that monkey would actually eat a banana. Scientists attribute this phenomenon, to what they call MIRROR NEURONS. And there's a lot of evidence that humans have these as well. Mirror neurons may be at play when you see someone yawn, and suddenly you have to yawn. You know this whole yawning contagiousness thing. Maybe you're actually wanting to yawn right now because I'm saying yawn over and over again. Many people point to mirror neurons, when they talk about the negative effects of violent video games and movies. If you've ever winced when you watch someone get hurt either on a video or in real life, that's likely because of mirror neurons. So what does all this nonsense about mirror neurons mean for your product video. If you show your product in use. It will activate your audience's mirror neurons and basically you will create a false memory, in your audiences memory. You want this to happen because, this puts them one step closer to actually using your product in real life. In summary, to make your product videos more effective. You should aim to first make an emotional connection with your audience, before providing your products benefits. And finally, show your product being used. I hope this has been helpful. Please leave your thoughts and comments in the comment section below. Read the full article

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sastudiosnyc · 5 years ago

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VIDEO MARKETING STRATEGIES FOR YOUR BUSINESS IN 2020

Here's hoping everyone is staying safe in this pandemic. And since most of us are quarantined, and are looking for strategies to grow our businesses. I thought this might be a good time to share some insights on video marketing in 2020. Adding video marketing to your 2020 strategy can greatly benefit your business. Let's start with some video marketing stats. Did you know that in the next few years, 82% of commercial internet traffic will come from video. In that time, it's expected that over a million videos will cross the internet, every second. That's an extraordinary amount of video. But what does this mean for your business? Video isn't going anywhere, so if you don't hop on the video train soon, you're going to be left at the station. With everyone hopping on the video marketing train, it's going to get pretty crowded. As a business owner, you're going to have to get more creative and your approach to video will have to be really unique, in order to stand out. However, that's easier said than done. To help out, I have some tips for growing your video marketing strategy in 2020 and beyond. If you want your 2020 videos to stand out, you're going to have to understand your audiences viewing habits. Naturally, the pandemic has changed a lot of things, however the basics of video marketing will still serve you well. TIP #1: CUSTOMIZE YOUR VIDEOS FOR EACH PLATFORM Where you post will always depend on who and where your audience is. And even though YouTube is the only game in town, do not ignore the other social platforms. Facebook and Instagram posts with video, tend to get more engagement, depending on your type of business and your goals. You may also see success from posting videos on LinkedIn. Aside from where you post, your engagement rate is something you will need to keep an eye on, as this will generally be affected by your video length. A 10-minute video will probably perform well on YouTube, but someone scrolling through Facebook isn't going to stop and watch such a long, if they even stopped at all. TIP # 2 - KNOW WHAT DEVICES YOUR VIDEOS ARE BEING WATCHED ON I don't think this will come as much of a surprise. But you should create web videos with a mobile first mindset. People watch videos on social media. And where do they access social media? On their phones...Look at your video analytics to see where people are watching your content. You might still get a decent amount of views from desktop computers, so don't ignore this audience, if it's still present. The other big thing with mobile video, is that a lot of people watch videos without sound. 92% of people surveyed in the US, watch videos without sound on mobile. Therefore the solution to this problem is captions. If you caption your videos you're giving people a way to watch your content without turning up the volume. This simple suggestion can impact video engagement greatly. TIP # 3 - UNDERSTAND HOW PEOPLE ARE SEARCHING FOR YOUR VIDEOS Search engines have always been big in presenting information we are searching for. But if you search the same term in 2020, you'll notice that the search results now include videos related to your search term. It makes much more sense to make a video showing people how to update their website, for example. Rather than a full explanation of text. Digging into search results can help you understand what people want to see in your 2020 video marketing content. As I mentioned earlier, YouTube has become a staple for the consumers, decision making process. Google knows this and now has a "KEY MOMENTS" feature for YouTube videos and websites. You might have seen these results when you search for a how to query on Google. A video pops up in the search results on mobile, featuring different segments related to your search. To get your YouTube videos to pop up for a search term, make sure to break down your video into timestamps in the YouTube description. In addition, make sure your website supports rich markup structured data. TIP # 4 - USE DATA TO PERSONALIZE YOUR VIDEOS Personalization will win in 2020, especially in the world of video. You might have seen personalized videos on social media, or in your email that feature your name throughout the video. It's a super cool way to connect with your audience, using information that a user may have provided interacting with your business. look at the data you have. Do you have a weekly email newsletter for your customers? These can all be opportunities to personalize your video content. There you have it. Four powerful ways to boost your 2020 video marketing strategy even in these crazy times. Let me know your thoughts in the comments. Read the full article

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sastudiosnyc · 5 years ago

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5 Proven Tricks to Make You More Comfortable on camera

So, let me guess if this has happened to you. You've finally got everything prepared to create your first video. Stood in front of the camera and you completely blanked. Suddenly you don't know what you are supposed to do or how you're supposed to behave. Everything feels really awkward and you can't seem to get the words out. If this has happened to you, don't feel bad. This has happened to literally every single person who's ever created a video. And if I'm being totally honest, I still hate the way I look and sound on camera. But it's time to finally get over that fear, because if you're going to create videos, you need to get used to being in front of the camera. Here's five tips that you can use to become more confident on camera, because if you're uncomfortable on camera, your audience will feel uncomfortable too. But if you feel confident and project confidence, your audience will have confidence in you. Before we get started, let me know in the comments below, what is your biggest fear about being on camera. A lot of times we overthink it. We're concerned about what other people are going to think, how we look, or even how we sound. The truth is that, anyone who has ever made a video, has had the same concerns. Even people who have been creating videos and public speaking for years, still get nervous. But if you can put aside all that judgment and focus on the valuable information you would like to share with the world, you new perspective will help you get the job done. So here are my five tips of how you can start practicing to feel more confident in front of the camera. TIP # 1 - DON'T MEMORIZE YOUR SCRIPT Now I know that sounds a little counterintuitive, because if you had everything memorized, wouldn't you feel more confident. But the truth is that, when we memorize our scripts, we often end up spending so much time trying to remember what we're saying that we end up talking in a monotonous voice because we're just repeating words. Instead, I would suggest you create a document that has your main bullet points of what you want to get across. Have your intro sentence, and three to five main ideas and a closing. This will help you keep the flow when you're talking and don't get lost and or start rambling on some tangent. But it will also not limit you to exactly the words you have on the page, and will make things feel a little bit more natural when you're talking. Even if you say something that makes absolutely no sense, which happens to me literally all the time, then you can just edit it out or start over. Don't worry about things being perfect, the more you practice, the more you get used to it, the more you will feel comfortable speaking off the cuff, the more natural, it will be. TIP # 2 - USE PROPS TO MAKE YOURSELF MORE COMFORTABLE Something that works for me and you can also try, is putting a picture of somebody that you know and like on the other side of the camera so that it feels a little bit more natural. Instead of just talking to a camera lens. I find that this works really well because actually having a person in the room when you're filming can feel a little bit awkward and weird, but if you have the face of someone to look at, it'll feel much more natural and kind of like you're just giving them information or having a conversation. This will help you get used to having a more conversational tone, and not just having it be you reading from a script. TIP # 3 - CHANNEL SOMEONE YOU ADMIRE I know that when you're just starting out, a lot of people recommend that you just be yourself on camera, but honestly I think that's a really hard thing to do when you've just beginning. Instead, one of the tips that they give you in acting school or whenever you're taking a public speaking course is to find a persona or a person that you feel embodies confidence and kind of mimic their behavior when you're on camera so you kind of channel that person. Choose somebody who you think really speaks well, or gives over information clearly and really channel, all the hand movements that they do, the tone of voice that they use, and even the structure their sentences. Before long, it becomes natural and you'll start feeling a lot more confident in your abilities. TIP # 4 - PRACTICE, PRACTICE, PRACTICE Now, my favorite place to do this is Instagram stories. I think it's such a fantastic way for you to get used to being on camera, but with really minimal risk. And if it really sucked after 24 hours it's gone anyway. Plus there's so little expectations from people when it comes to Instagram stories. You could be walking and talking, with your hair not done. You don't have to memorize a script. This is a really good way for you to start feeling comfortable putting your face out there, talking to your audience and listening to what they have to say back. Now, the more you practice, the more comfortable you'll feel when you finally set your camera up and do things. Feel free to also try practicing in front of the mirror. It's not about having it be perfect. It's just about continuously repeating the process until it starts to feel natural. TIP # 5 - GET OVER IT This is the most important one. Just get over it. The truth is that you are a lot more critical on yourself than other people are. Think how much guts and confidence, it takes to create a video and put yourself out there. Give yourself a lot of respect for being somebody who's doing that. And if people have comments to say that your video isn't perfect, or you messed up a line, or maybe your lighting wasn't great. Who cares! One of the best quotes I've heard is...don't take criticism from somebody you wouldn't ask for advice from, and this goes with creating videos as well. Now, if you feel really nervous at the beginning then start off just by sharing your videos to a select group of people who you know will give you positive feedback. And then when you're ready, share it with the world. But stop trying to be perfect because perfection is just procrastination. It doesn't matter how good your first video is when you start, because you're always going to get better. So, if you finally have the script, and you're ready to start filming a video, don't let your fear of being on camera stand in your way. I know that you're going to be awesome and I can't wait to see the videos that you create. But if you're still not ready to be on camera. Don't panic. There are plenty of types of videos you can create that don't require you putting your face on camera. If you're ready to finally start creating your videos and you want to know how to script, the perfect social media video, then check out our other blog posts and articles on our blog here. Read the full article

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sastudiosnyc · 5 years ago

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9 TIPS ON MAKING VIDEOS PEOPLE ACTUALLY WANT TO WATCH

Here's 5 tips on making videos people will actually want to watch. Let's get started. TIP # 1 - QUALITY OVER QUANTITY Let me ask you a question. What Is your video marketing strategy? Do you have a fixed number of videos that you have to get out every month? That might be the problem. If your marketing strategy, implies that you concentrate on the number of videos you upload and not the quality of the content, you're in trouble. You're just paving the way for viewers to click the unfollow button. You don't want that. I don't want that, your viewers don't want that. You need to focus on creating quality content. It doesn't matter if you upload just one or two videos every month, your content is what's going to draw your viewers and not your ability to spam. Give your viewers content that they enjoy, and the gap between each video upload becomes self explanatory. TIP #2 - MAKE VIDEOS PEOPLE SEARCH FOR Your company has expertise in a particular niche, and God knows people are looking for the insight you have. So why not use your subject expertise to make it rain views. All you need to know is what the audience wants to hear. How do you do that? Well, there are tons of tools you can use such as hrefs.com. Search topics and investigate terms and keywords. Hrefs lets you check out the most popular keywords in your niche. Use this information to find topics for your videos. It even shows you the most popular questions that your target audience searches for. There's also a neat feature, you can tweak the Keyword Difficulty settings, and figure out which topics would be easier for your video to rank on in search engines. You could even filter the queries by traffic. Try out the seven day trial for $7. And trust me, one week is enough. You can plan out three months worth of video content based on this information. Your primary focus should be on giving your viewers, an answer. If they see that your company videos give them answers to questions they need answered they're going to remember you. Most importantly, don't forget to use the right keywords in your video titles and descriptions. Also make sure you upload a transcript, along with the video. TIP #3 - WRITERS BLOCK NO MORE Writers block is something all content creators go through at some point or another. It can be hard to constantly come up with new ideas and concepts for your next video. A great way to come up with some new useable ideas is to use the material you already have on your blog. Make a video on the subject of your most popular posts, or interesting infographic. You can literally do anything. This method of refocusing or repurposing your content, not only saves a lot of time in the creative process. It also repackages your content, so it can be enjoyed by your viewers. TIP #4 - HIRE FREELANCERS Do you have the need for a mind blowing project, but not the funds for the job? Give it to a freelancer. There's a lot of great freelancers available on sites like upwork and 99 designs just waiting for your next project. Give them your project, and they're gonna ask for a smaller paycheck than if you had given it to design agency. TIP #5 - YOUR LANDING PAGE Alright, so your website looks great and everything, but you still got a pretty high bounce rate, guess what, I'm your Messiah. Studies have shown that if you put up a video on your landing page your viewers are much more likely to stay on your pages. So, why not upload a video about your company or your products onto your websites homepage or inner pages. And remember, use it above the fold, so that it's the first thing, a visitor sees when they visit your page. TIP #6 - GO LIVE Studies have shown that 82% of Facebook users would rather watch a brand's live video than read a post. Why?.. simple, a live video makes the viewers feel like part of what's going on. The comments, and the like buttons give them the ability to interact in a social event that's happening on a global scale. Plus, your brand can interact with the audience in real time, making them feel like part of your community. In simpler words, they feel warm and cuddly inside, when your brand interacts with them in a live video. It's minimal costs, minimal effort with maximum engagement. TIP #7 - YOU'VE GOT MAIL This one's for the inboxes. You can pour your heart and soul into an email, but if the recipient is having a bad day, they're gonna delete your email without opening it. So, how do you get past this... simple! Mentioning the word video in your subject line can have open rates as high as 19%. If you're launching a product, attach a customized explainer video. Talk to them about your product or company in your video, and see your click through rate fly through the roof. TIP #8 Tip - Promote promote promote Okay. I'm not asking you to spend on expensive Facebook or Instagram ads. There are cheaper and easier ways to spread the video around to the right people. All you gotta do is hunt for Facebook groups that relate to your product or brand. Go to Instagram hashtags that are popular and checkout the followers of these pages and hashtags. Send them your videos, and they're more likely to watch your videos since their already interested in your niche. Reach out to your first contacts on LinkedIn, send them a message about your video. You can use an automation tool like LinkedIn helper to automate the sharing of your videos to LinkedIn contacts. People who enjoy this kind of content, will share it actively with their followers, in turn, they'll start following you and watching your content, as it comes out. And if your videos are consistent, they're going to be a part of your loyal fanbase. TIP #9 - REUSE, RECYCLE It's time to recycle old videos. Let me explain. Not all of your audience would have seen your videos when you first upload it. There's probably a lot of people out there who are genuinely interested in what you have to say, but missed your video the first time you uploaded it. That's why it isn't enough to promote your video just once, you need to share it again after a couple of days. However, there is a fine line between re sharing and spamming. You need to share your videos in a non obtrusive way on Instagram. You can share your video as a snippet of stories, every other day. You can reshare your video on Facebook and LinkedIn, a couple of times every month, and for Twitter to share anytime. It's a buzz of activity, go crazy. Well, there you have it. Those are my tips on video marketing for companies of all sizes. That's it for today. If you enjoyed this article, leave a comment and don't forget to like, share and subscribe. And don't forget to visit our website and check out our NYC video production services. 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sastudiosnyc · 5 years ago

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3 important video analytics for creating better videos

Today I'm going to be showing you the three most important video analytics that you should be looking at in order to create better videos and increase audience retention on social media. There are a few video analytics that are incredibly important when it comes to understanding if your audience is paying attention. I'm going to show you how to use these analytics to figure out what's working, and what's not working. What you need to change in order to get your audience to actually watch your videos and engage. We're going to be focusing on the three main analytics that I think are really the most important. And I am not talking about vanity metrics which are more about how many views you got or how many impressions. A couple of months ago we posted a video on LinkedIn and Facebook that went pretty viral. Now, what that means is, it got a couple hundred thousand views in the first few hours. I want to use this as an example of a video, not because it got so many views, but because it got such high engagement, which means that it really struck a nerve and got people to comment, talk, share, like etc. Those things are valuable in terms of understanding what our audience wants to see and how to then take that and make more videos like that. We then went through all of our previous video analytics and tried to understand where our audience was paying attention the most and where they were dropping off. What triggered their responses and got them to engage. We then we built an entire video based on those analytics. Always pay attention to what's working and what's not working, and make changes as needed. The resulting videos will be a lot more effective than if you just guessed and put stuff out there. Let's look at the analytics that we looked at in order to determine what we could be doing better to have people watch and engage with our videos. Audience Retention The first analytic you need to be looking at, is audience retention. This is the most important analytic to start with, because it's going to tell you a lot about your audience and what they want to see and what they don't want to see. Facebook does a great job breaking down all the different types of analytics that you might be interested in. Like how many minutes in total your video is viewed...which is just nice to know. One minute views - how many people actually stuck around and watched it for a minute. You'll also notice three second views, which are always going to have the highest number, just because that's considered a view on Facebook. So, if anyone watched your video for just three seconds, it counts as a view. Facebook also tells you the average video watch time. That's how long, on average, somebody watched your video. But what I want you to focus on is audience retention. Audience retention is going to tell you, how long is your audience watching for and at what point are they abandoning the video. Now, this is going to show you where in your video are the most engaging parts or the least engaging parts. And you're going to analyze them to figure out what you can do better for next time. If you can hook people at the beginning of the video, they're much more likely to stick around for the rest of the video. Use some psychological hacks to increase audience retention. A good rule of thumb that I like to suggest to people is to have a pattern interrupt every five to eight seconds. This can be text, an icon etc, or it could just be cutting to a different shot and zooming in a little bit. If you're doing the talking head type of video, then instead of just having the one static shot, cut the scene and zoom into your face a little bit. Something that triggers people's attention to reactivate every five to eight seconds, because the attention span of most humans is about eight seconds. If you do not capture your audience's attention in the first five seconds, then you've lost most of the people who are watching your video. Do not waste your time, starting off with your logo, don't introduce yourself. Don't put a lot of beautiful shots or a drone shot or establish the setting, just dive literally right into the video so that people know exactly what this video is going to be about. That way you come out of the gate running and people know okay... I want to watch this video they know exactly what it's about and there's no build up. If you can capture their attention in the first 3 to 5 seconds, you're much better off in the long run, and people will be more likely to stick around. Also what I noticed was that when we started adding title bars to our videos, there was a serious decrease in the number of people that dropped off at the beginning of the video. That's because right away, they were able to see what we were talking about before we even opened our mouths, because the title really gave it away. It meant that people were a little bit more intrigued than if they had to wait three seconds to hear what I was going to be talking about. Engagement The second most important analytic that you should pay attention to for your videos, is engagement. The engagement of a video is just as important as the audience retention. If you can get your audience to engage with your video, then you've already taken a significant step towards developing a relationship with them. The way that you calculate engagement rate, is by adding up all of the likes, comments, and shares that you've got, and dividing it by how many people your video reached. Most people on Facebook are silent engagers, so you'll see people actually click to watch your video, but they didn't actively engage and they didn't comment, like or share. Now something that I've noticed about engagement and a basic rule of thumb is that if you don't ask people to engage, they won't. Getting people to pay attention is one thing, getting people to actually click Share, Like, comment is a totally different one. If you're going to ask people to engage with you, you will need to engage with them first. And you also need to actually tell them what you want them to do. Now, you can ask 100 people to like the video and they might not. But if you are building relationships and going to their videos and commenting and not even asking them to come to your video, but focusing on giving value to somebody else, you'll find that people are a lot more willing to engage. Video Average Per Search Watch What does this actually mean? This means how much of the entire video is actually being watched by your audience. Now it's important to realize that the longer your video is, the smaller the percentage of the Video Average Per Search watch is going to be. This is an important analytic to have, because it's kind of going to give you an indication at the beginning of where your information should be going. A lot of times we think that the climax is supposed to happen at the end of the video, and we build up to the punch line. But if nobody's sticking around for the punch line, the video has kind of lost momentum. So it's really important to look at your analytics in terms of how much of your video is actually being watched. Here's the punch line, I can pretty much assure that my audience will get the same value from the first 20 seconds as they will from watching the whole thing. And that's important because at the end of the day if your audience doesn't remember you or if you haven't triggered any sort of emotional response in them, you've lost them. It's about you, maximizing the amount of time that they are watching and making sure that you're getting the most out of that. For example, if people are only watching 3% of your video or 5% of your video, consider shortening it significantly so you can start increasing that percentage. Those are the three main analytics that we use to really study our data and understand how to make better videos. Like I said, in our video that kind of went viral on LinkedIn, we used all of the tactics that we've talked about in order to make it the most engaging. Once we figured out that it was really about hooking people in, and then continuously getting them to stay by reactivating their attention every five to eight seconds with pattern interrupts, and also making sure that the video was the optimal length, we were able to see the video go much further than we imagined. It's important to realize that, it's not about the vanity metrics, it's not about going viral, it's looking at what you can learn from the videos that do go viral. Let me know in the comments below what you took away from this article, and I'll see you next week. Read the full article

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