The Business of Video

On-Demand Discovery

It's not that long ago that settling down in front of the television to watch your favourite program was as natural as eating breakfast. When I was a kid, every Saturday night my mom and I would sit on the couch, TV tables set up, Swanson frozen dinners fresh out of the oven, to watch The Love Boat. It was one hour of family time, a ritual that lasted for almost a decade. Fifteen years later, I repeated the ritual with my best friend on Thursday nights to watch friends, Frasier, and ER. Instead of dinner, we shared chips and...

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Paid advertising: 5 Questions to ask before you buy

Have you been approached for a paid advertising opportunity? This is a growing sector in direct marketing and this is how it works:A company or a representative calls you, leaving a message (because, really, do any of us answer our phones anymore?) telling you they'd love to spread the word about your fab business.Sometimes, they mention your company name, sometimes it's clear they are reading from a generic script, and other times it's an eerily human-sounding AI call. It doesn't matter who makes the call, the goal is the same: to take your money in exchange for exposure. Many of these...

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Timelapse Storytelling

What it is about time lapse that keeps up captivated?   There is one video that plays in my mind when I think of time lapse. It was shot in 2013, from a construction site in Calgary, Alberta. The new National Music Centre was under construction, and a camera was mounted at the site. This is not uncommon on construction sites. Cameras are in use to capture the evolution of the development and also as a form of security. No one could have anticipated what this camera at the NMC would film. After several days of rain, the city of Calgary experienced the worst...

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Maintaining the story on silent mode

Your video needs to tell the same story no matter how it's viewed Here's an important lesson: your video should tell the same story whether it's played with or without sound. It's the b-roll footage - the video shots that fill in the blanks or add visual interest to a talking head interview - that plays a critical role here. Our brains are not built to process visual and audio at the same time. Evidence of that can be found in our daily lives: bits of conversations missed when our attention was on our phone or the attention-grabbing silence of a...

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Building my Audience on YouTube

A little more than a year ago, I made the conscious decision to start creating How-To videos on YouTube. I never could have anticipated what would happen to the Digital Shoebox channel.   My goal was to be helpful to my clients, offering them guidance for editing and filming videos, sharing my video marketing expertise and showing them how to maximize their YouTube channels. Some of the videos were scripted and I filmed them with my proper gear and lighting. For others, especially the videos that were demonstrating a skill, I simply used screen recording software. Sometimes I would add my face...

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Getting the close up from a distance

The way I do business has not changed at all, it's the volume of business that has been turned on its ear. I went from a fully booked March, April and May to 2 shoots. One was an industrial shoot, so I was in a vast warehouse where it was easy to keep my distance. The other was a medical shoot where I was required to wash my hands the minute I entered the building, mask up, set up and stand back. I did not enjoy the mask at all and I gained a new perspective on our health care workers...

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On the road with a woman who hears voices. From the dead.

Earlier this spring, I spent three days on the road with Jennie Ogilvie. Jennie is a spiritual medium, which is a benign way to say she talks to dead people. I've always been on the fence about this, straddled between wanting to believe and rolling my eyes. I also believe in following your gut (though I don't always listen -  ask me about my first marriage), which is how Jennie and I ended up filming a pilot. FOR A TV SERIES!!! Jennie and I were loosely connected via our respective networks. When she popped into my WomenTalk circle, I felt compelled to reach out, so...

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Starting with strategy: Why you need a plan for video marketing

Effective video starts with a plan It may be tempting to just create some video, throw it up on YouTube and wait for the people to come, but the reality is there are thousands of videos competing for views. Every business owner has heard the phrase "Say yes, then figure out the how".  While you can have success with that approach for basic business transactions, when it comes to video, you need to have a clear plan. You can't just wing it when it comes to video content. Planning extends beyond the scripts, the shoot location and what you're going to wear. You...

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It’s never just a potato chip – A marketing story

I'm a sucker for anything new, especially in the CPG (consumer packaged goods) category. My 12-year-old son opened this container of Wavy Pringles and took some out. He handed one to me and I just stared at it for a minute, until I started smiling. You see a potato chip with ridges. I see a whole story. A young man is new to the Pringles production line, just starting his first full-time job. His job is repetitive and his mind wanders over the course of the day - planning the weekend, thinking about the love of his life, dreaming about the new car...

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5 PRODUCTION TIPS TO ENSURE YOUR VIDEO ALIGNS WITH YOUR BRAND

Whether or not you have entered into the world of creating video for your business, there are some steps you can take that will ensure every video you produce going forward aligns with your brand styling. You need to squash down that desire to just get some video done and throw it out into the world. Video needs to be done with purpose, intent and professionalism, even if you have a restrictive budget. Whatever road you take with video, pro or do-it-yourself, its role is to elevate your brand. Logo Your logo is like a famous brand of hot sauce and yes,...

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