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Globetrotters Video

Video Production Toronto – Globetrotters Video

Eight performers from the off-Broadway “Stomp” fixture recently joined forces with Globetrotter stars Bull Bullard, Cheese Chisholm, Firefly Fisher, and Handles Franklin to create a truly amazing viral video. If you’ve been following our recent blogs about the triple-H video marketing strategy, this video is a masterful example of what is called Hero content.

Hero videos are large-scale events or programs that drive mass awareness; often times around product or event launches. Hero content builds brand awareness at a much broader scale to reach the mainstream. According to YouTube, Hero content is something that should be produced on average 1-2 times a year for a brand and will entertain and inspire the viewers with emotional storytelling. This usually generates a large boost in both traffic and brand awareness. Hero content is usually big-budget and often brings in big-name talent, or stunts . . . something that can’t happen often.

In this 2-minute, high-energy video published on October 27 2015, Stomp performers and the Globetrotters come together to display their remarkable skills in a truly spectacular way. In the video, the performers dribble basketballs in rhythm, pass and fold into each other. The Globetrotters do complicated dunks and plenty of finger spins, while the Stomp dancers make a soundtrack with basketballs. This entire video was captured in one single take. This is true showmanship but also an excellent example of the inspirational power of Hero content!

Check Out The Views

We’ve stated many times that research and analytics is paramount when launching and maintaining a video production marketing campaign. Video production can be expensive and Toronto based companies must know which video genres catch the most attention and how well campaigns are doing as they go along. If you are planning a paid online video campaign to boost visibility and brand awareness you’ll need to set key performance indicators (KPIs) for that campaign. This kind of research and analytics is considered best practice among the top online marketers in north America.

Although views aren’t always the best kind of metric to measure performance, with over 300 hours of video uploaded to YouTube every minute, it’s handy to have a benchmark to ascertain how well your video content is doing against others in the same vertical. Average # of Views per Video by YouTube Category (according to research by Tubular)

• How-to and Style:  8,332 views/ video average
• People and Blogs:  2,354 views/ video average
• Entertainment:  9,816 views/ video average
• Gaming:  3,050 views/ video average
• Education:  4,872 views/ video average
• Automotive and Vehicles:  5,673 views/ video average
• Travel and Events:  3,070 views/ video average
• Pets and Animals:  6,542 views/ video average
• Science and Tech:  6,638 views/ video average

A video’s view count can be a great indicator of how engaging your video content is, how well you have optimized your metadata, and how well it’s performing. However it is also very important that you also examine your watch-time metric, your subscriber growth, and other performance indicators.To make the most out of your video marketing campaigns make sure you are doing the following to attract as many viewers as possible:

• Build your subscriber base. A loyal fan base will watch almost anything you upload. DisneyCollectorBR has over 3.5 million subscribers which is why they get a huge amount of views.
• Adjust and revise your titles and description. This is one we’ve mentioned in the past. Test what works, and then test it again. Test your custom thumbnail images as well to see what works best.
• Make sure you upload your videos to the right category. This can be changed after you have uploaded the video.
• Pay for an ad campaign.
• Connect with other brands to expand your audience reach.

Researching statistics like the ones listed above can greatly help you in choosing the right genre of video to produce and can help make your video marketing campaign a successful one. We all know how competitive the Toronto market is and that everyone seems to be launching hefty video marketing campaigns these days. However with the right research and planning, your campaign can be a tremendous success making your company standout in this highly competitive city of Toronto.

Top 5 Reasons to Incorporate Video into Your Marketing Plan

It’s 2017 and as usual in early February, Toronto companies of all sizes are hitting the ground running launching new marketing campaigns for the opening quarter of the year. Thanks to the winds of change and modern technology, marketing tools and trends today are very different than they were in the past. With so many media platforms available in 2017, the attention span and patience of your audience is limited. Your target customers need to be able to engage your content quickly and understand your message in double time if you are to have any hope in converting them. And no other form of content is as effective in pulling this off as quality video content. Video as an integrated part of your marketing campaign ensures that your target customers will absorb your message in a way that will leave them wanting more.

Statistic – According to Forbes Insight, 50% of executives who viewed an online marketing video went on to make a purchase for their business.

If this statistic alone isn’t enough to convince you of the importance of video in your marketing campaign, here are 5 more reasons to make video marketing part of your company’s 2015 New Year’s resolution:

1. Captivating – Nothing holds attention better than a quality video. From animation and motion graphics to real-time demonstrations and interviews… the creative possibilities of video are endless.

2. Accessibility – Video enables you to communicate with your audience in a way that is engaging as well as easy. Whether on social media, YouTube, or on your own website, customers like the idea of a video that tells them exactly what they need to know and which also combines compelling images, narration, and music for a fuller experience.

3. Time Saving – Video has the power to communicate complex ideas in a quick and powerful way. As mentioned earlier, the attention span and patience of your audience is limited (in the social media world in particular). Very few people are willing to give the time of day to read some dry, long-winded case study about how a client saved 15% (or more) by switching car insurance providers. But deliver the same message in a 30 second to one minute online ad that is both amusing and informative and you’ll notice a huge difference in engagement.

4. Cost Effective – Seeking a strong return on investment? Video is the investment for you! When produced properly, video is the next best thing to personal selling and depending on the abilities of an individual sales person, video is often better. Online video has the power to sell people on your products and services on a global scale, 24 hours a day, seven days a week. You would need a sales force of epic proportions on the level of sci-fi to be able to match this impact.

5. The Power of Storytelling – Customers buy from people and companies they know and trust. Getting to know you better and understanding who you are and why your company does what it does, helps to build trust. When produced properly, video tells your full story in an honest and highly complimentary manner that not only converts more customers but can also allow for your brand to even become iconic in time.

It’s 2017 and with broadband capabilities continuing to increase throughout much of the world, the scene has been set for more exponential growth of video consumption to an ever increasing number of platforms and devices. Video is no longer just some luxury marketing tool in it’s infancy utilized by early adopters. Video marketing is essential NOW. And those who aren’t already on board or who aren’t planning to get on board, will soon come to the realization that their marketing tactics will have been left in the dust of the early 2010’s allowing for your target customers to laugh and say the old cliche … “That’s so 5 years ago”!

Success In The Big City

In our 11 years of producing video production content in Toronto, we’ve come to understand one important fact: Toronto is a great city in which to do business. You’d be hard pressed to find a business professional in Toronto that disagrees. Between the treasure trove of corporations, industries, co-operative networks, and of course the large population, the opportunities for success and innovation in Toronto are truly endless. And let’s not forget all the business enabling venues: great restaurants, boutiques and cafes on every corner; exciting sports, activities, and a nightlife that attracts Hollywood stars. Toronto has all the furnishings to accommodate today’s business professional in almost every way.

That said, this abundance of industries, companies, and business professionals also makes for stiff competition regardless of your industry. Beyond maintaining high quality standards and methods, you must also be effective in communicating your company’s excellence to your target market and be successful in converting them into customers. This is where marketing plays an integral role. And as regards to marketing, according to latest statistics, no other marketing tool is as effective as video production for the conversion of new customers. Don’t believe me? Check out these 3 statistics provided by Brightcove:

• Using video on landing pages can increase conversion by 80%.

• Visitors who view product videos are 85% more likely to buy than visitors who do not.

• Video in email marketing has been shown to increase click-through rates by over 96%. In response, the number of marketers planning to use video in email campaigns has increased five times since the beginning of 2009.

Corporate video production has become one of the top marketing tools in the world today. With world wide brands increasing their video production budgets to unprecedented levels, online audiences and social media users are being converted through highly entertaining videos with celebrity interviews, professional acting and direction, incredible animation, effects, and even top notch hollywood style action stunts – as seen in the Volvo Trucks “Epic Split” video with Jean-Claude Van Damme:

But that said, one does not need a multi million dollar budget to create powerful video content. It is true that a high level of video production quality is needed to capture and hold your audience’s attention but you certainly don’t need Hollywood production companies to create compelling video content.

All you really need is a trusted professional corporate video production company with many years of a experience, supported by an extensive and diverse portfolio and testimonials. The company you choose must also have an excellent creative team with vast knowledge of video production procedures and content marketing trends. When you find the video production partner that fits your individual needs and can provide  all of the above, then you are ready to move forward.

In short, Toronto is a major part of the golden horseshoe of Ontario. It is a vibrant entity with countless moving parts helping to create a strong Canadian economy and quality of life. At this moment, companies are being built, deals are being made, and countless successes are being attained. With the right vision, the right company, and these effective marketing tools, you’ll be on the fast track to finding your own success in the big city!

Professional vs User Generated Content

Video Production Toronto – Professional Video Content vs User Generated Content

User engagement with video content is higher than ever and the statistics prove it. According to eMarketer, potential buyers are 40% more likely to proactively contact a company after watching their video. In fact, 51.9% of marketing professionals worldwide cite video as the type of content with the best ROI (eMarketer). Between interactive websites, YouTube, and social media platforms, Toronto corporations that have been utilizing video content are seeing tremendous benefits in conversion rates .

Many companies in Toronto who haven’t yet joined the new digital world of video content marketing are now hitting the ground running trying to catch up. Unfortunately, due to ignorance or lack of proper budget, some non-video professionals believe they can produce their company’s video content themselves by using a home camcorder or even through their smart phone or tablet–scary stuff.

The idea of a do-it-yourself or user-generated video production can seem very alluring for the micro-managing entrepreneur as well as for the middle management exec whose looking to stand out in the office. Why go through the trouble and spend the money to hire a professional Toronto video production company to produce your content when you can just produce it all yourself, right? More often than not, what they’re left with in the end is substandard video content that no one will ever watch due to the following:

• Shaky footage

• Shots with poor lighting (sometimes to the extent that you can’t even see the person’s eyes in the video)

• Amateur choice of room backdrops

• Person in the shot with a “greenish tint ” on their skin, making him/her look sickly, because of the fluorescent lighting in the office (no knowledge of colour balance, lighting, and camera white balancing)

• Lousy framing – diminishing the person in the shot

• Inaudible lines spoken from the person onscreen due to low consumer grade camera microphones, loud rumbling room tone from central air, and background noise from the office

• Amateur editing abilities and cheap editing software resulting in cheesy transition effects, on-screen text and titles, reminiscent of some of the early 80’s music videos

• Videos are way too long . . . no knowledge of modern trends for video duration

• Lack of script writing ability, concept development, and directing abilities . . . so often we see people (likely employees of the company) trying their hand at comedy and acting and delivering poorly written lines . . . sad to say we’ve all probably seen examples of this at one time or another. You know when you’ve seen one when it causes you to roll your eyes and sigh in aggravation

Bottom line the results of do-it-yourself corporate videos can be painfully subpar, totally irritating videos that smack of amateur handy work and that totally fail to deliver the message about the company’s products, services, and profile in the market. And if you think that production value doesn’t matter (that any video content is better than nothing) . . . here are some statistics that will prove this theory wrong.

• According to Comscore, professionally produced video optimized for eCommerce outperforms do-it-yourself or user-generated video by 30%.

• And Visible Measures reports that 20% of your viewers will click away from a video in less than 10 seconds. By the 30-second mark, you’ll lose 1/3 of your viewers. By the 1-minute mark you’ll lose 45% of your viewers.

With statistics like this, companies should not risk the integrity of their brand by producing videos through do-it-yourself means. From concept to completion, a video must be properly produced to capture attention in under 10 seconds and this is best attained by hiring a professional video production company with a proven track record for producing engaging video content.

In our 11 years of producing corporate video content in Toronto, we’ve witnessed the near death experiences of many a corporate marketing campaign and have been called in to save the day a countless number of times. Too often, the “in-house” produced footage was not salvageable and we had to re-produce everything from scratch.

Remember, saving money for your business is all well and good wherever possible but as we all know- time is money and to waste your time trying to produce a subpar video to the detriment of your brand is a waste of your marketing dollar.

Always go with the pros!

Professional vs DIY Web Design

Professional Web Design vs DIY Web Design

Need to develop a website? Thinking of using one of the many “Do-It-Yourself” web design sites? These sites claim to be the easy and affordable option, right? I’m sure you’ve all seen the ads on TV and Facebook telling us how easy and affordable it is to click together a website for your business using their platform. But is it really that affordable and easy? I often hear horror stories from new clients who have decided to seek out a professional when the ‘Do It Yourself’ web design route failed. In the interest of saving you time and money in the long term, I’ll explain why we should all steer clear of these DIY web design sites.

DIY websites just don’t work in the real world. Sure, web design themes and templates look great when you’re thinking about purchasing one—but when you actually go to customize and add your own content and information to the them, they just don’t usually work out. It can be very frustrating, you just can’t force someone else’s design to work for your content/web needs. Templates get the entire process backwards and result in very awkward websites.

DIY websites are not as simple as filling in the blanks. How many times have you seen a business website that is empty on some pages, un-balanced on others, and just appears to be an all around unfinished project? Chances are, these sites come from website creation services that sound good at the time, but very rarely end up with professional results. What they do end up with is your money, month after month, and your best intentions “to go in and make the needed improvements sometime soon.” Business professionals don’t have time to worry about this—that’s why they hire web design professionals instead.

DIY websites are not necessarily cheaper. Yes, pro quality web design does have an upfront cost. True, there is a fee to host your websites on a business-grade server (you should expect no less). But when you average out the total cost over 3 or so years—a reasonable life span for a website—you’ll most likely find that professional custom web design is every bit as affordable as paying month to month for a mediocre DIY all-in-one website/hosting service.

DIY websites don’t make the grade when it comes to SEO. SEO requires individual attention and professional experience to get it right. And the code has to be super speedy and impeccably clean for best results. These DIY sites may promise the moon for your SEO but the fact is they just can’t provide the kind of individual attention and customized solutions that you require to build a proper online presence for your company. At the very least, the basics of SEO are mandatory for any business that wants to be found on the web. Without it, you might as well not even exist. This is the unfortunate outcome for many business owners that choose the DYI option.

DIY websites aren’t created with an ROI mindset. Many choose to think of websites as an expense. But the bottom line is that your business website should be making you money and supporting your efforts to earn a profit offline. When working with professionals and clear goals, achieving an attractive return on your investment becomes a primary objective.

As technology improves in the future, so may the options for DYI web design platforms, but for the time being these sites are nowhere close to replacing the personal touch and attention of an experienced professional web development company. For more information, contact Groovy Concepts, corporate media specialists.

VR & 360 Video (Part One)

VR & 360 Video (Part One)

All it took was one epic James Cameron movie to cause a huge hype for 3D video viewing in Toronto. More than 15 years in the making, delayed in part by the need to develop the needed technology to make the film, Avatar was a visual masterpiece, and fundamentally changed expectations of the viewing experience in theatres throughout Toronto and the world.

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It was also the first film to gross more than $2 billion, making it clear that 3D films were financially compelling as well. With its tremendous success, Avatar helped ignite public interest in 3D film and video production in Toronto. Consumer technology struggled to keep pace with early 3D TVs costing a fortune for home theatre enthusiasts. Yet 3D TV just never took off in Toronto for household viewing, and for good reason. First, you’d have to spend a lot extra on a TV that supported the technology, then you’d have to invest in enough glasses for everyone present to wear, and finally, you’d have to find content worth watching in 3D – all of which combined to be too big of a hurdle for most Toronto consumers. Recently, Samsung, the biggest TV manufacturer in the world, stopped producing 3D TVs. Other manufacturers have severely limited the number of models that will support 3D technology. The handful of TVs that do are really expensive, making it impossible for the average consumer to purchase a 3D TV, and leading many analysts to announce that 3D TV is either dying, or is already dead.

The new growing trends in Toronto in terms of video production are VR (virtual Reality) and 360 Video. Although these two new mediums seem to be a newer version of the old 3D format, there are many important differences between virtual reality video production, 360 video production, and 3D video production:

Virtual reality video production, when done correctly, is truly immersive and allows for rich interactivity within the video, plunging you into the midst of the action as a self-directed participant.

360 video is only interactive in the sense that you can change your viewpoint, and is not as high tech or as immersive as virtual reality.

3D video is not interactive, and isn’t dramatically different from regular video for viewers other than that it appears to be 3D instead of 2D.

Those important distinctions have significant ramifications for how videos are produced and stories are told through these different mediums. Virtual reality is uniquely suited to video games where the viewer is not passive, but fully engaged and participating in the storyline. 360 video production is ideal for allowing someone to explore a space and uncover elements of the plot for themselves, without becoming a character in the story. 3D video is best for your classic Hollywood storytelling format, just with some extra bells and whistles.

Click here to read part 2 of this article where we’ll take a look at some of the similarities between VR, 360 Video, and 3D… and not all of these similarities are good for the growth of these mediums!

VR & 360 Video (Part Two)

VR & 360 Video (Part Two)

In part one, we aimed to explain and highlight the distinctions between Virtual Reality video (VR), 360 video, and of course… the ever failing 3D video. In this week’s article we’ll be touching on the important similarities between these platforms. These particular similarities could be the deciding factors as to whether VR video and 360 video will take off in the consumer market and change the way the world views video or whether these new technologies will crash on take off… just like with their 3D video counterpart.

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Similarities between VR, 360, and 3D video:

First of all, in Toronto, the cost is significantly higher to produce and consume virtual reality video, 360 video, and 3D video compared to regular video productions. Whether it’s the camera rig required to film it, the software needed to stitch the footage together, or the headsets you have to wear, it all adds up to more money for everyone involved in producing and watching these types of video.

There is a lack of quality content for these mediums. Although some Toronto brands have made big strides in recent months with 360 video production, there is a substantial lack of quality content available for each of these formats. Until there is a large, unique, and compelling library available, consumers probably won’t make the switch from standard video; as was the case with 3D TV.

Between the quality of the videos, the viewing mechanism, VR video, 360 video, and 3D video have all been known to cause motion sickness. Until you can be assured of a nausea-free experience, it might be hard to consider adopting any of these technologies as your regular viewing style.

With each of these formats, special accessories or a certain amount of space to move around in are required for optimal experiences. So, if you’re walking down the streets of Toronto, you can’t just participate in a virtual reality experience, and if you forgot your glasses, you won’t be seeing that video in 3D. It’s true that 360 video does a slightly better job with accessibility, especially when viewed on a desktop computer. However, if you’re viewing on a phone, you have to change the orientation of the phone by physically rotating it around you, while the headset experience is lacking in terms of quality. The accessibility of these technologies to potential viewers is a problem that needs to be solved before any of them can become mainstream.

Finally, due to design, the virtual reality and 360 video viewing experience is completely individual. You can’t sit down and watch a virtual reality video with someone; you need your headset and then you experience it completely by yourself. The same is true for 360 video. Even if someone is watching the same video, you might not choose to explore it from the same angles, so you won’t walk away with the same experience as anyone else. This takes away the social aspect of watching a video or a movie, and puts these technologies squarely in the realm of things you might do by yourself when you’re bored rather than a fun activity to experience with friends. By shifting where the viewing experience fits into our lives, the technology moves even more into niche territory.

Given that there are major obstacles to widespread adoption for virtual reality and 360 video production in Toronto and the rest of the world, what are the chances that these technologies will succeed commercially? At least for limited use-cases, there is definitely some hope. Virtual reality is a natural fit for video games, many of which look increasingly cinematic in terms of quality, and it could definitely become the new 3D cinema experience for movie-goers. That might help revive cinema in Toronto, and would allow people who aren’t willing to invest in their own headsets to still experience virtual reality in a controlled environment. 360 video has fewer challenges because it hands control over the perspective to the viewer, but isn’t truly interactive. Given that the barriers to entry are substantially lower than for virtual reality, it’s more likely to become more accessible in the future than virtual reality.
Being corporate video producers here in Toronto, we’re excited to see how these technologies evolve in the next few years!

In Short … Keep it Short!

In Short … Keep it Short!

One of the most frequently asked questions we get from our  clients is: How long should my corporate video be?

There is no magic answer. Ten minutes in real life usually  flashes by like a nano-second, but ten minutes on video can seem like an  eternity, no matter the subject. In our experience a standard length for your average video production should be 2 to 3 minutes. That’s all. Better to have easily digested chunks of information stacked on a web page in multiple 1 to 2 minute video segments, than to have one 10-minute video that is not watched to the end. Few decision makers will have the time to watch an 8 to 10 minute video about your company.

Keys to a successful 3-minute corporate video:

  1. You want your videos to be brief and to the point. Your  target audience requires information. Quickly.
  2. Keep your audience’s attention with a stylish, attractive video utilizing high-quality film-making skills. A successful video production does not need  to be a big budget event. Music, great sound and lighting, crisp and clean  images, fast-paced editing in a whiz-bang fashion that suits the image of your organization or business . . . these are the things that will help keep your viewers interested.
  3. Stay relevant, with a clear message. Stay laser focused. Your video should point out how your products or services will solve their problems and satisfy their needs.

Bottom line: leave your audience wanting more.

Superbowl Commercial Fun Facts

Superbowl Commercial Fun Facts

So this is it, the start of the new year. The holidays are wrapped up for another year and we look ahead to our goals for 2017.

Signs of spring are still far off, but the countdown to Super Bowl VI begins and with audience numbers predicted to smash last year’s 115.5 million, we rounded up some facts about one of the most important aspects of the game: the ads.

In 1967, NBC charged $37,500 for a 30-second spot. This year the usual big brands; beer, cars, Coke/Pepsi, and of course the e-trade talking baby, will shell out a record $5 million for each 30-second spot.

Certainly a Super Bowl ad has it’s cachet value, but today’s advertisers are hoping that their commercial goes viral. Conversations, chatter and social sharing can turn an ad into an online phenomenon. Back when the legendary Apple “1984” spot launched  at the big game, ads ran once. Today, brands want their ads to live forever and  are looking online to connect with their audience. Thanks to the power of social video – online video content – their ads can stand the test of time.

Who can forget 2006’s catch-phrase-making Budweiser “Wassup” spot, or Doritos’ 2011 Pug Attack, and of course, the top shared Super Bowl ad of all time, Volkswagen’s “The Force”?