Cross Platform Videos on Social Media

So you have a video. Where do you use it? Well, the answer to that question is not as simple as it used to be. With multiple platforms and media streams, taking a cross-platform approach to video distribution is the only way to make the most of your content.

One first big question is: how your consumers will be accessing a particular platform? Facebook claims over 65% of its videos are watched on mobile phones versus 50% mobile access on Youtube. Mobile viewers are scrolling through video after video, so what will you do to get them to watch yours? How can you hold their attention if you have no clue what environment they are accessing your video in? Suddenly, throwing videos on different social media platforms doesn’t seem so simple.

 

It is also very important to note several platform differences with factors such as video length, subject, and style. For example, consumers would expect a Youtube video to be longer and have more complex content than a Facebook or Instagram video. However, Facebook videos can keep longer attention spans if the video has been shared by a friend of the viewer.

 

There is also a demographics difference between social media platforms. The following three charts, from top to bottom are the age demographics of Facebook, Instagram, and Twitter. The percentages are from number of people surveyed and which platforms they used.

While Facebook is the clear winner in overall use, the ages are not as variant as they for Instagram and Twitter. For Instagram and Twitter, a huge decrease in user percentage happens after the age of 30. To further help marketers understand where to place a video, many other demographic statistics are available such as geographic location and income. Many platforms also allow content to be restricted to certain ages and locations, creating a larger chance for engagement.

 

So the question becomes, why even put video content out at all? Well, study after study has shown video content across social media platforms can lead to twice the engagement of a photograph. Plus, video and film production companies in London are more accessible than ever. With the help of social media, corporate video production has never been more important to reach consumers, and ultimately, sell goods and services.

Video: The Simple Solution to Cut Complexity

With the pace of today’s data-driven society, complexity has wound its way into all aspects of the business structure. Keeping business solutions simple has become one of the most important aspects of brand communication and marketing within companies today.

 

 

Using corporate video production is a great way to utilise simplicity to sell products, generate brand awareness, or create an emotional context for a brand. A video can clearly condense a variety of messages in less than a minute.

 

Videos also streamline brand to consumer communication. Videos are processed by the brain 60,000 times faster than text and can trigger emotions in a way text cannot. Consumer’s lives are becoming increasingly complicated, so being able to process a brand message easily and quickly is a must. 

A video is also a simple way to associate authenticity and credibility to companies. Text delivered via the Internet can sometimes be seen as inauthentic, especially when there is a lot of false internet content out there. A video shows the viewers the truth, leaving no room for error or doubt of the video’s message.

However, generating video content often seems to be a daunting, perhaps even complicated, process. The good news it, corporate video production companies in London are now more accessible than ever. The top London production agencies remain flexible to their client’s needs and messages in order to give them the simplicity they need.

 

Creating simplicity at all levels of an organisation is going to be an extremely important aspect of business communication in the near future. Video content is one of the ways to cut through all of the complexity and make sure a clear message is being sent to consumers.

Creative Clusters and How You Can Capitalise

Understanding and creating industry clusters is a recent and rising trend in business analytics. Within the last few years, the rise of the creative industry identifying creative clusters has become an important element to business, with the industry GVA growing by 8.9 percent per year, almost twice as fast as the overall economy. With the rise of the creative industry, identifying creative clusters has become an important step to understanding when and where to capitalise in the creative industry.

 

A creative cluster is, at its core, a geographically similar area with similar creative sub-sectors making significant economic contributions. In total, 47 creative clusters have been identified in the UK by Nesta for the creative consulting and development firm, Creative England. Their findings have a very significant impact on understanding the development of the creative industry.

 

When taking a look at the map, it is clear most creative industries are centred around London in the Southeastern area of the UK. The rapid growth of these areas is highly contributed to design, digital, and advertising industries. The growth of media effectiveness for marketing purposes has led to a rise in corporate video production and influencer marketing within these areas, however, growth has been experienced in all sub-sectors studied by Nesta.

 

It is very important to take into account that while some clusters are plainly obvious, London for example, some clusters on and off the list are not. Creative cluster models do not focus on how ‘hip’ or creative a city culture may be, but rather, on the contributions of the creative economic sector of the area. So, while cities such as Brighton, Liverpool, and Glasgow may seem less ‘hip’ their economic contributions within their concentrated creative industries make them areas of high growth.

 

How can creative clusters drive business performance and product awareness?

Marketing is one of the sub-sectors at the core of the growth of the creative industry. Harnessing the power of creative marketing is becoming an essential part of the modern firm. From corporate video production to a quintessential social media presence, harnessing creativity directly relates itself to sales.

 

The graph below depicts local networking with the creative industry in every given city. The orange indicates the top 10% of companies gross networking with the gradient falling to blue.

Focusing on new business opportunities in identified creative clusters can streamline creative supply chains, increasing overall efficiency, by focusing on local production. It can also lead to creating shared value within the surrounding community, as creative services often contribute to marketing strategies for urban regeneration and rebranding.

 

Understanding creative clusters can also lead to the opportunity for collaboration and networking across clusters and sub-sectors even further developing the quality creative content across the UK.

 

 

By: Grace O’Neil

Marketing Associate- Knice Creative

 

 

Things You Don’t Know About Creative Work

There are some amazing connections between fostering creativity and professional success. By engaging in corporate video production, businesses can connect to new consumers, increase revenue, and build long term growth through the use of a personalised creative voice. Here are some interesting things you may not know about using creative work in business operations.

 

10% of London companies feel their practices are actually the opposite of what creative companies do.

Creative companies need to know when to capitalise on media production in order to attract audiences. However, a surprisingly large amount of companies do not feel as though they are being creative. It is important that more and more companies understand that even with the use corporate production services, they are still using creative solutions to problems in marketing, supply chain and management every day.

 

Creative companies enjoy greater market share and competitive leadership than their counterparts.

Creative companies within this higher market share perform up to fifty percent better than similar companies that don’t use creativity.

 

Creativity may need parameters.

Here at Knice Creative we work within the parameters of any given client. As with any project, the client needs a corporate video for a specific purpose, so our creativity has limits. While this challenges the “think outside the box” standard of creativity, a recent survey for the study “Hacking Creativity” showed that more than half of respondents said they were more creative when forced to work with constraints.

 

 

There is no doubt creative content brings attention to a firm.

High quality creative content is essential for marketing via modern social platforms. Facebook published a study in which they stated that video posts have 135% greater organic reach and photo posts. The high quality content of professional video production can’t be parallelled when discussing its effects on social media marketing.

 

59% of executives would rather watch a video than read text.

This statistic shows the rise of video for internal as well as external communication. Creativity captures the attention far better than simple text on a page. It is important that companies keep their employees and consumers engaged and creative work, especially corporate video production is one of the most effective ways to do so.

 

Creative employment in the UK continues to grow faster than the workforce as a whole.

The creative industry continues to growth throughout the UK, growing around 3.2% every year. London itself is one of the highest concentration and growth areas for the creative industry. As the creative industry grows, integrating creativity into business solutions cannot be ignored. The good news is, however, is that while the demand for creative services increases it is also becoming more readily available.

 

 

 

 

 

 

Video Content For Internal Communication

As brands get larger, so do the teams they work with. More employees are brought on to meet the demands of consumers and to keep the corporation running smoothly. However, something else strange starts to happen as a company grows. Communication tends to breakdown and the values and mission of a business aren’t expressed in the manner they should be. This happens for a variety of reasons, be it a shaky plan for growth or the inability to keep up with the rate of employee training, but one way to combat this communication breakdown is through the use of internal videos.

Emails can only paint so much of a picture. Messages get lost and honestly, employees don’t pay much attention as text that explains corporate policies, procedures and brand ethos appear quite stale. Video content however can engage, inform and also grab hold of more people. It’s as the old proverb says, a picture is worth a thousand words and in this case, a video is valued at an ever higher price.

At Knice Creative, we’ve helped brands like Tesco and Coca Cola create exciting and informative content that’s used internally. With our expertise in video production and content creation, we’ve helped to grow and transform departments within these organisations.

With Tesco, we’ve done everything such as recording live events, create animations for new customer promotions, informational interviews on new procedures and policies and more. All of this is done to keep the content fresh and lively – making customers see Tesco in a consumer friendly light and providing employees with the tools they need to succeed within the corporation.

While conceptualising the personal statement video for Tesco, Knice went through various stages of production; distilling the messaging into a script, advising on imagery and artistic direction of the video, storyboarding and sourcing talent and closely working alongside Tesco executives to include their notes in the final edit. The end result: Tesco received a great video that was very well received by their customers. A great corporate video that took Tesco’s internal message and shared it with consumers in an easy way!

As the workforce continues to mature, more and more this method of reaching out through video to engage makes sense. People are familiar with video as a medium to learn (we’ve grown accustomed to using platforms like Youtube, Vimeo, etc) and find the format easy to digest. In fact, if you were to survey consumers and employees alike, most people faced with learning something new would opt for a video as opposed to staring down a thick handbook or cluttered email.

Another great thing about internal communication videos? There’s analytics. You know those metrics you use to determine where you should invest your money to engage with a new audience or choose a new product to create? You can get metrics from your employees via the videos you create. You’ll know who’s watching, what’s resonating most and who’s going beyond the video (digging into a policy or whatever subject you’re sharing). These analytics give you a better overview of how departments are connecting with one another and how there may be room for improvement. All this with the help of video!

Honda, Vodafone UK, Johnson & Johnson and more all utilise video and video production services to keep their employees up to speed on what’s new and what they need to know. Just think, how streamlined would your company could be if you had quick video files you could send off to employees to watch?

Are you thinking about how you can create internal comms videos to help with your growing business? Email us at info@knicecreative.com to get started!

Why Your Beauty Brand Should Invest In Video Content

Any influencer worth their salt knows the value in engaging their viewers. To stay on top as the go-to guru or expert in hair, makeup, grooming, etc, they know that it’s imperative to interact and to keep things fresh. One way influencers do this is with creative video content.

Beauty vloggers like Zoella or Patricia Bright, are not only influencers but creators. They put together short videos that provide a heartfelt testimonial as to why they “love” a certain brand or product, introducing consumers to new pieces and thus improving their street cred as the expert source for all things innovative in beauty. This is where big beauty brands can learn. They need to stay relevant and make more of an effort to connect with consumers through the use of video content as opposed to just selling product. Investing in a video production company is key.

On a project with L’Oreal, we created a video featuring Ashley Roberts to chat through fun ways to make your blonde hair standout at one of their London offices. Sharing insider tips from a Garnier hairstylist and a celeb, L’Oreal was able to position their brand in a personal rather than pushy way.

 

Their content was creative, helpful and posed tips and tricks for consumers to take away – not just product to put in their home.

Rimmel London has also taken to this type of video content, producing tutorials with exclusive makeup artists as well as reaching out and using the help of YouTube influencers on their channel for fresh videos.

But tutorials aren’t the only way to reach out to new customers – corporate videos that actually have an empowering or social message can transform how your brand is received. Dove often goes outside the box to create content and original video campaigns that touch consumers beyond a shallow level. They’ve done videos speaking to real women and what beauty means to them. In one video (Dove Choose Beauty) they dressed two doors with the word average and beautiful to see how a woman would classify themselves.  

This is a great example of creating video content for a brand that also includes a social element. The video in itself was a social experiment that could lead to hashtags and shares amongst many women all over the world, thus engaging a new platform of customers and sparking positive conversation about the brand.

With beauty being such a visual thing, it’s important for brands to remember that creating video content is essential to growing their customer base. If we want our customers to know our brand and to share what they know with others, it’s time to start finding new ways to involve consumers when it comes to video.

If you’re interested in creating new and innovative video content for your beauty brand but have no idea where to start, email us at info@knicecreative.com. We’re able to handle any of your video production needs as one of the top creative agencies in London!

 

Corporate Videos: How To Make Your Factory Exciting

Lately, we’ve been doing a lot of filming at corporate factories. During the course of shooting at the Coca Cola factory last week, we thought it’d be great to share a few key learnings about what shots are ideal and the best techniques for styling your corporate video for mass consumption.

The Supplies

We came to each film set with the following:

  • DJi Ronin Rig
  • DJI drone Inspire 1
  • Alexa Mini Camera
  • Tripod
  • LED Light Panels

This is a breakdown of the essential supplies needed from our point of view to achieve an expertly produced video with beautifully composed shots.

The Wow Factor

You know how in those music videos, a camera sweeps over a city or building making it look majestic amongst a backdrop that might typically look drab? Those can be achieved with a drone. It can be an expensive but a worthwhile investment, producing the money shot for any corporate video if you don’t have a crane at your leisure.

While at the Coca Cola factory in Sidcup, we used the DJI Drone Inspire 1 to set the scene for our story. Following the details we outlined in our storyboard, we went to the front of the factory to soar high above to give Coca Cola a larger than life feel. Although some video productions teams find it easy to do the standard establishing shot of a building straight on with a tripod, we decided to put on some added flair and shoot the building from above.

This image is critical and sets up Coca Cola to captivate its audience from the very beginning of the video.

The Details

For an effective corporate video, you must showcase the details in an interesting way. Factories can often have a clinical or standardized look. One way we combatted this was through the use of our DJI ronin rig.

Sitting upon the body of the camera operator, this allowed our team to seamlessly move throughout the space to capture the Coca Cola production process at every step. The rig enhanced our shots, providing us with access to the smallest of spaces and giving us more creative license to shoot the footage in various styles (i.e walking alongside an assembly line, pressing up against a window or hovering above a giant compressor).

Pictured above, we used a Ronin to get a closer look at how the bottles were labeled and packaged.

The Lighting

What transforms a video into a cheerful and engaging piece of content (aside from post-production work) is lighting. The right light can change the mood and feel of a space and this is critical to know when determining where you want to shoot in a corporate setting such as a factory.
We used our knowledge of the space to our advantage. We knew we’d have standard lighting but any lights we may have wanted to use to make the space look more “commercial” would require us to have access to a power point. To avoid this but give the video we were shooting a fresher feel, we used a panel light with some diffusion. With this, we could illuminate and make the factory look vibrant and cool.

We’re currently working on the final product in post (stay tuned for that) but with these three key styling/imagery points in mind, any corporate brand can make their factory look interesting, beautiful and engaging for a large audience.

If you’re thinking about producing a corporate branded video but are unsure of how to make your space come to life, drop us a line at info@knicecreative.com!

Create a Shareable Video on Social Media

Social media is an effective tool that allows you to communicate with a wide variety of people in an instant. Opening up a dialogue for personal conversations, you can target a group with an idea and leave a lasting impact without having to spend much money. It’s a great medium to take advantage of and when it comes to creating shareable video content.

But what happens when you have a really huge idea for a video? How do you translate it into an effective creative video that reaches many in a meaningful way?

We’ve pinned down five key items to consider when undertaking producing a meaningful video for social media. Following these guidelines, you’ll be guaranteed to create something like American Greetings’ “World’s Toughest Job” video or even something like our “Perfect Match” video to ensure you put together an entertaining video that informs, increases brand awareness and drives a social conversation.

Call To Action

When you’re putting together the script or concept, it’s important to remember to include a call to action. The point of social media is to engage and spark a conversation with your audience. If you fail to provide them with an action or responsibility, their willingness to share decreases. Most successful videos on social media have a meaningful message but they also require their watchers to do something (be it donate, leave a comment, or even share the video). Make sure you provide your audience with an action that makes sense but gets them involved and makes them feel like an important component to your brand.

Going Viral

Now this is an anti tip. Everyone wants to create a viral video campaign but you should NOT develop a video with the intention of going viral. In fact, you shouldn’t even try to incorporate elements you think will make your video viral as that often muddies your overall message. The truth, there is no exact formula to follow when making a video go viral on social media. Most videos that do achieve that “acclaim” are often cherry picked from a wide pot of other videos that have the same type of content. It’s best to focus on originality, creativity and staying true to your brand.

Length / Video Duration

Time matters. According to a 2015 Microsoft study cited in Adweek, the average human has an attention span of eight seconds with signs of our ability to focus only steadily decreasing. With this in mind, it’s important to contain your video to under four minutes (or less if possible). Like a good movie or book, you only have but so many seconds to make a lasting first impression and keep someone entertained. Good branded video content for social media follows this rule – it tells a succinct, meaningful story in only so many minutes. Keeping this at the forefront ensures you cut away extras that don’t necessarily make sense and helps better your chances for a successful social media video.

Sound / Music

Related to the previous tip, the sound levels and music choice matter in your video. Obviously, you want a video with music that matches or compliments the mood but you also want it to engage as audio plays a part in captivating your short attention span audience. Music can spice up the flavour of your video or help a story that may not seem that compelling get a renewed life. Adding the right music can evoke a mood or cut out exposition because the audio just instantly moves your audience to the emotion you want them to feel without too much visual effort.

Hashtags

What is a hashtag and why do I need it for my social media video? Hashtags are a type of label or metadata tag on social networks making it easier for people to find messages with specific topics or themes they want to learn more about. When putting together a branded video for social media, hashtags help increase the video’s shareability as well as allows you to connect the brand to an already popular topic or message online. With an effective hashtag, you can elevate your video and get more eyeballs on it. Just remember, there is such a thing as too many hashtags so make sure you use a few (less than two) quality ones or come up with your own killer original tag.

Navigating the rules of social media when it comes to sharing video can be hard but with these tips, it should make producing and sharing a branded video a bit easier.

Let us know in the comments what social media video campaigns you’ve found to be standouts in regards to concept and shareability!

 

Why you should start producing VR videos?

First of all – what are VR videos?

VR or virtual reality videos are a new way to experience places without actually being there. It’s just like a 3D game in some ways, but you get to physically move around and experience another dimensional world through a headset connected to a computer.

Cool right!

In this day and age, technology is expanding so quickly. Who could’ve imagined that we would be wandering through the galaxy from our office?

If you are interested in finding out more about how VR videos work, do check it out here!

 

But why should you start producing VR videos?

 

Consider this – have you ever wished that you could see a place without actually physically being there?

No matter who you are, whom you work for or what you do- virtual reality videos can help you or the company you work for to expand on many levels.

Whether it’s to enable:

  •   Experimental, social and scenario-based learning
  •   Workplace training
  •   Brand awareness
  •   Entertainment such as video games

 

Virtual reality has many uses and advantages when it is too expensive, dangerous or impractical to do something in reality.  

And let’s not forget the fact that virtual reality videos are exceptionally realistic which can lead us to fresh and exhilarating discoveries in areas that have control over our day-to-day lives. But more importantly, these VR videos are offered by video production companies such as the London-based creative agency –  Knice Creative.

 

But let me give you some examples to show you how companies use virtual reality for their own purposes:

  • Hotels would use VR videos to show travellers the quality of their rooms which helps them make a decision on what room would suit them the most.
  • Real estate agents would use VR videos to show homebuyers houses/apartments without needing to take them to the location.
  • Architecture companies would use VR videos to test and evaluate new designs and building plans.
  • Retail stores would use VR videos to help them visualise plans to create new stores and help get customer reviews so they can improve their customer service.

 

Hopefully, this has given you an idea about why you should consider producing virtual reality videos for yourself or for the organisation you work for.

 

If you have a project in mind that you would like to discuss with us, please fill in the get a quote form and we will get back to you as soon as possible.

What is a talking head?

Talking heads? What are talking heads? Have I ever seen them?

Those are some of the questions that many people ask who have not heard of the term – talking heads. But really, anyone who owns a TV, a smartphone or a tablet has, at least once, seen a talking head.

Let me explain.

In its simplest terms, a talking head is a person who addresses the camera. This person is usually a TV presenter or a reporter but also could be anyone that is being interviewed.

Sounds familiar right!

But now you’re thinking why do these corporations use talking heads? Why is it so important?

Well, guess what! You may not realise this but talking heads are one of the most requested types of corporate videos. Especially in a place such as London, corporations are desperate to get people’s attention in this diverse city.

Talking heads create a brilliant atmosphere that makes audiences feel involved as well as making them feel as though the talking head is speaking directly to them. Another thing that should be mentioned is the fact that talking heads create a trustworthy relationship with the presenter and the audience.

Many will be thinking right now – I bet it’s easy to create a talking heads video, all I have to do is set up a camera in front of me, press record and boom! A talking heads video!

And yes, that would be a talking heads video BUT will it be professional and eye-catching? Will it get you the views that you want on your website and social media channels?

Sorry to break it to you but you will not receive as many views as you imagined. And that’s simply because of the quality of your homemade video. The same old, boring videos will only get your viewers to play the video and close it after only a few seconds.

Now that might be a real issue?

Not to worry! There are people in place to do these jobs for you and with the high number of top corporate video production companies in London, you have a large choice of agencies to choose from.

But I must say, our experienced team at Knice, one of the top corporate video production companies in London, know the best ways of how to create interesting and refreshing talking head videos that will grab your viewers attention!

Talking heads pic 2    talking heads image 3