Cut, Edit, Sell: How a Video Department Can Revolutionise Your Business
Video has become an essential part of marketing and communication strategies for many companies. As a result, many organisations have created dedicated video departments to produce high-quality videos that are engaging, informative and effective in achieving their business objectives.
Video departments are responsible for creating a variety of video content, including marketing videos, explainer videos, training videos, product demos, corporate videos, and much more. They work closely with other departments, such as marketing, sales, and human resources, to produce videos that are aligned with the company's overall objectives and brand identity.
In recent years, the demand for video content has grown significantly, and video departments have become crucial to the success of many companies. By creating engaging videos, companies can communicate their message more effectively and increase brand awareness.
Let's take the example of a company that sells software. A well-made video can help explain the features and benefits of the software more clearly than a written document or a static image. By showcasing the product in action, the video department can demonstrate how the software works and how it can benefit potential customers.
Video departments are made up of a variety of professionals, including videographers, video editors, scriptwriters, animators, sound engineers, and project managers. Each member of the team has a specific role to play in the video production process, and they work together to produce high-quality videos that meet the company's needs.
The video production process typically starts with the scriptwriting stage, where the video department works with the client to identify the key messages they want to convey in the video. Once the script is finalised, the video department moves on to the pre-production stage, where they plan the shoot, cast actors, and scout locations. During the production stage, the video department films the footage, and in the post-production stage, they edit the footage, add sound effects, and create any necessary animations.
Source: Airbnb’s Twitter
A good example of a company with an excellent video department is Airbnb. The company's video content is engaging, visually stunning, and always tells a compelling story. One of Airbnb's most successful video campaigns was "Live There," which encouraged travellers to explore local neighbourhoods and experience the culture of the city they were visiting.
HISTORY TIME!
The use of video in corporate communication dates back to the early 20th century when companies used films to promote their products and services. However, it wasn't until the 1980s when the introduction of VHS tapes made video production more accessible and affordable for companies.
In the 1990s, with the advent of the internet, the demand for video content increased rapidly. As a result, companies started to create dedicated video departments to produce high-quality videos for their websites, marketing campaigns, and internal communication.
One of the earliest examples of a company with a video department is Apple. The company's "Think Different" campaign in 1997 was a series of television commercials that showcased the creativity and innovation of the company's products.
In the early 2000s, the rise of digital media and social networks, such as YouTube, Facebook, and Instagram, further fuelled the demand for video content. Companies started to create more engaging and shareable videos to promote their brands and products.
A good example of a company with a successful video department during this time is Dove. The company's "Campaign for Real Beauty" in 2004 was a series of videos that challenged traditional beauty standards and encouraged women to embrace their natural beauty.
In recent years, the popularity of video content has continued to grow, and the role of video departments has become even more critical to the success of many companies. With the COVID-19 pandemic, remote working, and virtual events, video has become a primary medium for communication.
Companies have also started to use video content for more creative purposes, such as experiential marketing and virtual reality. For example, Nike's "You Can't Stop Us" campaign in 2020 used a split-screen technique to show how sports can bring people together, even during difficult times.
As technology has advanced, video departments have evolved to incorporate new tools and techniques, such as virtual sets, green screen technology, and 360-degree video. Companies are also using artificial intelligence to create personalised video content for their customers.
What Are The Advantages & Benefits To Having A Video Department In My Company?
Video departments have become an essential part of many companies, and they offer numerous benefits and advantages. From marketing and branding to employee training and communication, video content can be a powerful tool for achieving business objectives.
One of the most significant advantages of video departments is their ability to create engaging and memorable content. Unlike written content, videos can capture the audience's attention and evoke emotions. By telling a story, showcasing a product, or explaining a concept, video content can be an effective way to connect with customers and employees.
For example, John Lewis, a UK retailer, creates an annual Christmas advertisement that tells an emotional and heartwarming story. These ads have become so popular that they generate a lot of media attention and anticipation each year.
Another advantage of video departments is their ability to create consistent and high-quality content. By using a professional video team, companies can ensure that their videos are visually stunning, have high production value, and are aligned with the company's brand identity.
In addition, video content can be used across multiple channels, such as social media, websites, and email campaigns, increasing its reach and impact. A great example of this is Nike's "Dream Crazy" campaign, which featured an ad that went viral on social media and generated millions of views on YouTube.
Video departments can also save time and money. By using video for training, companies can reduce the time and costs associated with in-person training. Videos can also be used to create virtual events, which can save travel and accommodation costs, and reach a wider audience.
Furthermore, video departments can increase customer engagement and lead to higher sales. Videos can be used to showcase products, provide customer testimonials, and explain how to use products. For example, ASOS, an online fashion retailer, uses videos to show models wearing their products and to explain how to style an outfit.
Finally, video content can improve internal communication within a company. Companies can use video to communicate important messages, share company news, and showcase employee achievements. Video can also be used for employee onboarding and training, improving retention and reducing turnover rates.
What Are Some Things To Take Note Of Before Implementing A Video Department In My Company?
If you're a business owner considering implementing a video department in your company, there are a few things you should take note of to ensure a successful implementation.
Firstly, it's important to have a clear understanding of your business goals and how video can help you achieve them. Are you looking to increase brand awareness, generate more leads, or improve internal communication? Once you have identified your goals, you can develop a video strategy that aligns with your business objectives.
For example, if your goal is to generate more leads, you may want to create a series of videos that showcases your products or services and highlights their unique features and benefits.
Secondly, it's essential to have a budget in place for your video department. While video production can be costly, there are ways to keep costs down by using in-house resources, outsourcing to freelancers, or creating simple videos that don't require a lot of production.
It's important to remember that the quality of your video content can affect your brand's reputation, so it's essential to invest in high-quality equipment and professional videographers. However, you don't need to break the bank to create excellent video content.
Thirdly, you should consider the distribution channels for your video content. Will you be sharing your videos on social media, your website, or through email campaigns? Understanding your distribution channels will help you tailor your video content to your target audience.
For example, if your videos are geared towards social media, you may want to create shorter, more visually engaging videos that can grab the audience's attention quickly.
Fourthly, it's important to create a team of experts who can manage your video department. This team may include videographers, editors, writers, and social media managers, depending on the size and complexity of your video department.
Additionally, you may want to consider outsourcing your video production to a third-party agency or freelancer who can provide expertise and reduce the workload of your in-house team.
Finally, it's important to measure the success of your video content regularly. This can be done through analytics and tracking the number of views, engagement, and conversion rates of your videos.
By measuring the success of your video content, you can determine what's working and what's not, and make changes to your video strategy accordingly. This will help you to continually improve your video content and achieve your business objectives.
GIMME THE STEPS ALREADY!
Alright, alright, we hear you. No need to get all huffy and loud with us.
If you're a business owner looking to implement a video department in your company, there are several steps you can take to ensure a successful implementation.
Define your goals and objectives
First, in implementing a video department, clearly define your goals and objectives. Do you want to increase brand awareness, generate more leads, or improve internal communication? Having a clear understanding of your goals will help you to create a video strategy that aligns with your business objectives.
Build a team
Once you've defined your goals, it's time to build a team of experts to help you execute your video strategy. This team may include videographers, editors, writers, and social media managers, depending on the size and complexity of your video department. It's important to find individuals who are passionate about video and have the skills and expertise to deliver high-quality video content.
Determine your budget
Implementing a video department can be costly, so it's important to determine your budget before moving forward. This will help you to determine what resources you can afford and will inform the scope and scale of your video department. There are several ways to keep costs down, such as using in-house resources, outsourcing to freelancers, or creating simple videos that don't require a lot of production.
Develop a video content plan
Once you have a team and budget in place, it's time to develop a video content plan. This plan should outline the types of videos you want to create, the topics you want to cover, and the distribution channels you will use to reach your target audience. Your video content plan should be aligned with your business objectives and should be regularly reviewed and updated.
Create high-quality video content
High-quality video content is essential to building your brand's reputation and engaging with your target audience. It's important to invest in high-quality equipment and professional videographers to ensure that your video content is of a high standard. However, you don't need to break the bank to create excellent video content. With the right team and resources, you can create compelling video content that resonates with your target audience.
Distribute your video content
Once you've created your video content, it's time to distribute it to your target audience. This may include sharing your videos on social media, your website, or through email campaigns. Understanding your distribution channels will help you to tailor your video content to your target audience and ensure that your videos are reaching the right people.
Measure the success of your video content
As mentioned before, but it's so important that we’ll mention it again to regularly measure the success of your video content to determine what's working and what's not. This can be done through analytics and tracking the number of views, engagement, and conversion rates of your videos. By measuring the success of your video content, you can make informed decisions and continually improve your video strategy.
Are There Any Tools For This?
If you're a business owner looking to implement a video department in your company, there are several tools and technologies you should consider to help you create high-quality video content. Here are some of the most essential tools to look into:
Cameras
High-quality cameras are essential for capturing professional-looking video content. There are many options available, ranging from DSLR and mirrorless cameras to camcorders and smartphones. The type of camera you choose will depend on your budget, the type of videos you want to create, and the level of expertise of your videographers.
Editing software
Editing software is used to trim, splice, and adjust video footage. There are many options available, ranging from simple, free software like iMovie to more complex professional tools like Adobe Premiere Pro or Final Cut Pro. The type of software you choose will depend on your budget, the complexity of your video content, and the skill level of your editors.
Lighting equipment
Good lighting is essential for creating professional-looking video content. Lighting equipment includes lights, reflectors, and diffusers that can help you to control the light in your shots. There are many options available, ranging from affordable ring lights to more complex studio lighting setups.
Audio equipment
Good audio is just as important as good video quality. Audio equipment includes microphones, mixers, and recording software. There are many options available, ranging from affordable lapel microphones to high-end shotgun microphones and mixing boards.
Animation software
Animation software is used to create animated videos, motion graphics, and visual effects. There are many options available, ranging from simple, free software like Blender to more complex professional tools like Adobe After Effects or Maya.
Distribution tools
Once you've created your video content, you'll need to distribute it to your target audience. Distribution tools include social media platforms like Facebook, YouTube, and Instagram, as well as email marketing tools like Mailchimp or Constant Contact. There are also video hosting platforms like Vimeo or Wistia that can help you to host and distribute your videos.
Analytics tools
Analytics tools are essential for measuring the success of your video content. They can help you to track engagement, views, and conversion rates, and can provide valuable insights into your target audience. There are many options available, ranging from free tools like Google Analytics to more advanced paid tools like Vidyard or Wistia.
Closing Words
In today's fast-paced business world, video content has become an essential tool for companies to connect with their audiences, build brand awareness, and drive sales. Implementing a video department in your company can be a significant investment, but it can also be a game-changer for your business. By creating high-quality video content, you can stand out from your competitors, build a loyal following, and grow your business.
However, there are several factors to consider before implementing a video department in your company. You should ensure that you have a clear vision and goal for your video content, define your target audience, and select the right tools and technologies for your business. Additionally, you should consider the expertise and skills of your team, and invest in training and development to ensure that your video department can deliver high-quality results.
When it comes to video content, quality is king. Your videos should be well-produced, engaging, and informative. By creating high-quality videos, you can build trust with your audience and establish your brand as a thought leader in your industry. You can also use video content to tell your brand's story, showcase your products or services, and highlight your company's unique value proposition.
Video content is a versatile medium that can be used across a wide range of marketing channels, including social media, email marketing, and your company's website. By distributing your videos on these channels, you can reach a broader audience and drive traffic and sales for your business. You can also use video content to build a loyal following and engage with your customers through comments and social media interactions.
