Video marketing is becoming a significant element in businesses’ digital marketing efforts; many businesses are even employing the use of a production studio to help with their video marketing strategy and it’s no secret as to why. Last year, 82% of global internet traffic came from video content.
Businesses are utilising video marketing to compellingly engage with customers, build brand awareness and innovatively promote their products and services.
They are able to do this through various types of videos: behind the scenes, case studies, livestreams, organic video content, the list goes on!
To ensure that video marketing efforts are successful, businesses must publish high quality, professional, engaging video content. Utilising a production studio can help with this.
And I am going to tell you why…
Firstly, lighting!
Lighting has an immense effect on the quality of video footage. Without a good lighting setup, the video quality can become grainy or desaturated. This will lead to the video being difficult to watch and looking poorly created. Because of this, fewer people are likely to watch the video, so it will not accomplish its intended purpose.
Cameras do not pick up light in the same way that the human eye does. The human eye can see finite details which cameras cannot. This means that lighting must be set up in a way that can make the video’s definition comparable to what the human eye sees. A popular method to create good lighting is the ‘three-point’ lighting method.
The three-point lighting method involves three types of light; a key light, a fill light and a backlight.
Luckily, most production studios will have a similar lighting setup already, which means you don’t have to worry about spending extensive amounts of money buying lighting equipment, and in the current climate, spending even more money powering it all.
You can simply hire a production studio or employ a production team to do the heavy light work (pun intended) for you.
Not only does professional lighting help with the quality of the video, but it also can contribute to the video’s overall mood.
The lighting within your video can create an atmosphere that will reach through the screen to your audience to evoke a particular emotion or improve engagement. For example, you could utilise lighting to add colour and texture to otherwise bland environments and scenes.
You could also use lighting to help emphasize where you want your audience’s attention.
This kind of lighting setup will usually not be easily accessible which is why using an equipped studio is always helpful!
So, we’ve got the lighting, now how are we going to capture it?
A camera!
This is the most important piece of equipment to have in a studio, otherwise how will you capture the amazing lighting setup!
Technological advancements have meant that smartphones, laptops and tablets can all now shoot high-quality footage, but there are still certain limitations.
For example, a dynamic way to shoot video content is to use more than one camera so that you have more options when editing, such as numerous angles. This would require multiple cameras.
To do this successfully, all the camera equipment should be compatible so that there are no inconsistencies in the video quality. A production studio is likely to have several compatible cameras to serve this purpose, as well as the cameras being specifically designed for creating high quality video footage.
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Now of course, the visuals count for a lot in the video, but…
How are you going to explain what your new product is?
How are you going to show your audience the people behind the brand?
How are you going to get them to tap their feet to a catchy song that gets stuck in their head all day, reminding them of you?
Audio!
You want to consider the three C’s when it comes to your audio: clarity, consistency, and candy.
Clarity is the most important part of your video audio. You want your audience to be able to understand you so that you can get your message across.
Consistency ensures that your audio is an easy listen for your audience. Changing audio levels can be unpleasant for the listener and they may tune out.
According to Jake Pechtel, ‘candy’ involves using external microphones to ‘sweeten’ the listening experience. Most built-in microphones on phones and laptops will not capture a nice, full sound and whilst editing tools are available, using professional microphones helps to avoid unnecessary steps and speed up the process.
A lot of production studios will already have these external microphones. These types of microphones will only record specifically what they are pointed at, whereas other built-in microphones will capture all audio elements that are audible in each shot.
Remember, you want a video where the audio and visuals are as true to life as possible.
Another benefit of using a production studio is that the studio itself will probably be soundproofed. This will avoid any noise pollution in your videos and minimise interference such as street noise.
Production studios will usually be in quiet locations and will have the appropriate soundproof materials to ensure the audio will be as high quality as possible.
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Do production studios come with any other benefits?
Of course!
Whilst we have established that production studios often have camera, lighting and sound equipment, they may also have so much more!
For example, a teleprompter. These are useful when working with long pieces of text to ensure there are no freezes of forgetfulness or missed information.
Or, a green screen! Green screens offer endless possibilities (but that’s for another blog). You can transport your audience to a new location or incorporate some increasingly popular augmented reality. You can also include some branding elements; perhaps a logo cleverly inserted in the background?
Using a video production studio has limitless possibilities and it guarantees the production of a professional-looking piece of video content that will maximise your marketing efforts.
Inspired to create a video? Take advantage of our own fully equipped studio and our talented video production team. Don’t hesitate to contact us to discuss your options!