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Conquer Your Fear: 4 Reasons to Be Excited about Video

As marketers, we constantly hear that we should be producing more video. It makes sense: the architecture, engineering, and construction industry is a highly visual field. If you’re still not convinced, consider these stats:

  1. Cisco predicts that video traffic will be 82% of all consumer Internet traffic by 2021.
  2. Videos now appear in 70% of the top 100 search result listings.
  3. Searches for how-to videos have increased by over 70% year over year.
  4. 80% of your online visitors will watch a video, while only 20% will actually read content.
  5. When both text and video are available on the same topic on the same page, 59% of senior executives surveyed preferred to watch the video.

If you’ve never done video before, the whole thing can seem scary. Architectural photographer and videographer Emily Hagopian hears this a lot from her clients. In fact, she was a little intimidated by video herself. But she was determined to find a way to bring less expensive video to her clients, and today she’s sharing how she overcame the most common fears—both hers and her clients’.

Fear Factor 1: Video is too expensive

Capturing video footage is in fact fairly cheap. Emily recommends the following set-up, which can be put together on just about any marketing budget:

  1. A digital camera or iPhone. “The iPhone takes beautiful video!” she says.
  2. Purchase a gimbal for your camera or phone. This alone will elevate your video.
  3. Get a microphone that plugs into your phone or camera.
  4. Use video post-production software. This could be as simple as iMovie. “My second grader uses iMovie!” says Emily.
  5. Alternatively, hire someone like Emily to capture the footage, then have your internal marketing team do the post-production.

Fear Factor 2: It’s too technically challenging

“The iPhone, the gimbal, and the iMovie combination really simplifies things,” says Emily. “The reality is that things are so simple these days, it’s not beyond your reach at all. The same thing goes with the pro tools: the drone, the digital DSLR, and the big camera gimbal have all become user friendly on a professional level. They’ve been simplified from cinematic capture to be accessible to amateurs.”

Emily’s one caveat is that audio is something that video beginners often overlook, and bad audio can really downgrade a video. “If you’re going to do it, make sure you do it well,” she says. Use a microphone, or record a voiceover separately.

Fear Factor 3: It’s too time-consuming

If this is your fear, Emily suggests that rather than taking on a huge video project all at once, you approach it like the proverbial “eating an elephant”—piece by piece.

“There are simple ways of pulling together small clips that you take here and there,” she says. “The capture doesn’t have to be time-consuming.”

For example, Emily says, maybe you want to convey some highlights about what your firm’s been up to for the past six months. “If you have your equipment with you at all times, capturing moments becomes second nature,” says Emily. Six months later you’ve got a series of short clips you can edit together, with a relatively small-time investment.

Fear Factor 4: i don't know what my story is!

There’s one simple rule when it comes to figuring out what story to tell: think about what your viewer would be interested in.

“There’s no point in making a video about something that no one beyond the room will be excited about,” says Emily, “There needs to be a purpose beyond self-elevation.”

Some good questions to ask yourself are:

  • Who's my audience?
  • What do they care about?
  • Do we have an existing story we could enhance with video?
  • What are our competitors doing?


Some topics will always be interesting, says Emily. For example, your company culture.

“You can use video as a tool for bringing people together and celebrating your culture,” she says. These kinds of videos are a good testing zone.

“There are such a variety of tools these days that no one needs to be afraid of video,” Emily concludes. “There’s still-image animation, wide angle lens video for your iPhone, drones, the talking head interview, the work culture video... The tools that we have make it so that telling these stories is possible, and although it does require learning new skills, it’s only impossible if you tell yourself it’s impossible.”

See Emily’s work at https://www.emilyhagopian.com/, or contact her at eh@emilyhagopian.com

Here's an example of what TEECOM did with video!

Traci Vogel is Content Manager at the technology engineering firm TEECOM, where she is responsible for execution and hands-on management of thought leadership media and social content. She is a member of the SMPS SFBAC Communications Committee. Writing is her super power. 

 

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