MLT Group has provided professional video production services since 1986. Since then our services have grown to include social media marketing, graphic design, web design, SEO, and more. Our video services team has decades of experience creating visual and audio rich productions that are excellent ways to engage your audience, improve your professional image, and provide a wealth of information concisely and memorably. Videos have long ranked as the most effective communication and marketing tool compared to other content, having outpaced text content and images. With the high-resolution screens and fast internet of today’s highly technological world, videos have come into their own. With our capabilities for video production in Rochester, MN, the Upper Midwest region, and even nationally, brands can increase site traffic, grow their audience, and create long-lasting impressions with viewers.
In early 2020, reports showed individuals spend an average of 3.7 hours a day on digital devices. Since the coronavirus pandemic enhanced dependence on digital access for hundreds of millions, that number has likely increased significantly. Much of the content we interact with online is video. From YouTube videos to streaming services, it’s rare to go through your day without watching at least one video.
As a provider of comprehensive video production services, including corporate and industrial videos, animation, videos for the web and social media, and even 4k resolution aerial video, we know there are several growing trends in the video world for businesses and organizations to keep in mind.
- Video display sizes are shrinking with larger percentages of users watching them on smartphones, tablets, and other smaller devices. Video producers should keep in mind how details and spatial placement of on-screen images will be processed visually on smaller screens.
- 49% of users watch over five videos daily.
- Most users report they find video advertisements more relevant than other formats.
- YouTube was ranked higher than Facebook in 2020 for consumer traction and effectiveness in changing consumer behavior.
- Online videos are predicted to take up 82% of consumer traffic by 2022. This is 15 times higher than it was in 2017.
- 73% of adults in the US utilize YouTube, including almost all 15 to 25-year-olds.
- 90% of DIY makers use how-to videos on YouTube.
- 60% of businesses use videos for marketing purposes.
- 50% of marketers using video have been doing so for at least a year.
- 14% of marketers make videos daily.
- 36% of marketers make videos weekly.
- 94% of brands using video will continue to rely on it for effective marketing purposes.
- 74% of businesses using marketing videos say it has a higher return on investment (ROI) than photographs, pictures, or other static imagery.
- 68% of businesses say videos have a better ROI than Google Ads.
- The consumption of videos on mobile devices increases annually by 100%.
These statistics show by the numbers that videos are the content of the future, and our consumption of video media will only increase as a nation. If you aren’t convinced that there is power to modern video content and video marketing strategies, think about the way you interact with the videos you see around you. Even if you don’t seek out YouTube or Facebook videos, use streaming services, or watch TV, you’ll likely be exposed to a video somewhere in the world.
Video content is everywhere, from screens on gas station pumps to digital billboards. Most employers require their staff to watch videos for training, announcements, and other work-related relays of information. News providers use video footage whenever they have it to show what’s happening in the world. Video content has increased so significantly over the years because it is the number one most engaging material, and those who use it know how well it works.
If you’re considering incorporating video content into your brand’s image, marketing strategy, or website, there are three levels of media formats to consider. These levels are the ABCs of video content, and each is effective in various ways.
A-level videos are generally the most polished, produced types of video content and the most expensive and often time-consuming productions. However, these videos can be worth their cost and effort if you need to create a professional, credible, and trustworthy impression. National commercials, corporate profiles, TV products, product explanations, and brand overviews are just some examples of A-level videos that can establish a clear description of the video topic in a professional way. Brands typically partner with a video or marketing company to create a scripted, staged video, often filmed with high resolution cameras and sound systems.
Most brands produce a few A-level videos to establish the quality of their brand, products, or services. Two great examples of A-level company videos are the My Career. My Culture. and My Kohler. commercial for Kohler and their Altogether Kohler highlight reel.
Companies and organizations with smaller budgets may produce mostly B-level material. These videos are generally planned out, scripted, shot, and edited professionally, but without big-budget production values. Even if they aren’t perfect, these videos are highly effective for growing your audience and imparting trustworthiness and authenticity to users. Such videos can create a great connection between your users and your brand without breaking your budget. Common B-level videos include regional commercials, internal corporate videos, how-to videos, educational content, social media videos, video series, testimonials, product demonstrations, and staff profiles.
The lower costs of B-level videos can allow brands to publish new content regularly. With regular video content users will see consistency and reliability in your brand’s practices. To produce a video of this quality requires a script, a production design, on-screen talent, organization and scheduling, professional video equipment and videographers, a director to work with your talent, design for graphics and animation, voice over talent and studio sound recording, and finally professional video editing and mastering.
Finally, we have C-level video content. While C-level videos are the least produced, rawest, and most unpolished content, they can also be one of the best ways to connect with your audience and humanize your brand and team. C-level videos can be done as quickly as pulling out a cell phone or webcam and recording. Some C-level videos include sharing sessions, on-location industry highlights, social media story videos, live polls, product chats, and more. These videos personalize your employees, they can show how passionate your brand is, you can use them to communicate directly with your audience, and because they are the cheapest to produce, you can release C-level content frequently. Social media platforms like Facebook, Instagram, and SnapChat have live feeds and story options that are ideal for releasing C-level videos.
Another benefit of using C-level videos is that they require little editing, they often don’t need more than one person to shoot, and they are low cost. Even if you invest in a portable light and microphone to improve lighting and audio quality, you can usually get these tools for less than $50.
No matter what kind of video content you produce or hire a professional to make for you, it’s always a great practice to generate captions to the audio or provide transcriptions of the video into a text format. Not only does this help your brand become more ADA compliant, it will expand your audience, make your site a more inclusive user space, and demonstrate your ethical practices.