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Video Production

How to Select the Right Music for Your Brand Videos

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How to Select the Right Music for Your Brand Videos

I grew up in a musical household--played every instrument, composed, constant music, sat in studios as an observer or participant in cities all over the country. This year I went to LA to support my mom's Grammy nomination for Best Jazz Vocal album. I know a lot about music, but I cannot tell you, on the spot, what type of music is best for your brand videos.  The only people who can do that are your customers.

Taste in music is personal. Rhythms, notes, sounds all connect and resonate with us in different ways. This is why, time after time, in every video that has ever been done, music is often the most contentious issue. The process: The marketer gets the video cut, several different music options, plays the music options to the team, the team states what they like personally, and whoever has the best job title and loudest voice, usually makes the call. While many of these marketers look at it through the lens of what they like the most, the best lens to look through is that of the audience. 

Here's a great analogy: It would be insane if the goal was to create a print ad and everyone listed their own favorite colors in the decision-making process. Color palettes are determined very early in the branding stages. Similarly, music and should be a part of the brand planning also. And just like other elements with the brand, it should be based on what story is told and which story resonates best with your audience. 

Tips:

  • Use best practices: Think about a couple of songs for long videos. An anthem song for campaigns. Avoid using music with lyrics under voiceovers. Standardize the audio levels so listeners don't go deaf even though the track might be exciting. 
  • Create a video brand plan and include music as a category. If video is important to your content strategy, create a video brand plan section within your brand guidelines/visual center where you provide audio examples of what the brand sounds like. This way, the brand guidelines follow through on a promise to unite people around the brand.
  • YOU are not the audience, and we're not so sure your interns are either! Your interaction with the brand prevents you from having a biased opinion. So seek out the opinions of your audience for music. Small focus groups with your audience base are great. (See our blog post on DIY focus groups! It's really helpful for this!)

Questions? Call us, or shoot us an email.  We're happy to help and give some insights on what's worked for us!  

 

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Your Most Important Video: The Anthem

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Your Most Important Video: The Anthem

Video is a foundational offering at Minty Fresh. For us, it's interesting to reflect on the types of videos that people ask us to work on.  Typically we work with established "start-up" brands all the way up to Fortune 20 companies, and we do a variety of work for them in video and beyond. But when it comes to creating video, the most important video that we create for our clients is something we call the "Anthem" video. 

WHAT IS AN ANTHEM VIDEO?

Many folks would call the anthem video a homepage video. But there are so many ways to use this particular video (social, email, event, pre-roll) that we choose to call it an anthem. This video communicates the story of your brand, what you stand for, and why others should believe in you in the short span of 30-90 seconds. It's your elevator pitch, your masterpiece, your everything. If the world blew up and aliens discovered our lost civilization thousands of years later, this video would be the crown jewel informing them of who we were as a people and what we stood for (or at least how awesome our brands are). The anthem video has the chance to "make you", and that's why we're talking about it today. 

WHY CREATE AN ANTHEM VIDEO:

In short, an anthem video is the best way to do two things:

  1. Engage your audience in a story that connects them emotionally to your brand.
  2. Sell your products or services or brand value proposition in a direct and unique way.

Because it's video, it can be delivered in a myriad of ways, like:

  • sharing on social media,
  • front and center on the website for quick and optimized engagement,
  • embedded in email blasts for increased engagement,
  • shared with YouTube to run as pre-roll for particular content,
  • played on big screens at conferences or small booth spaces to capture attention and let viewers learn without engaging salespeople directly.  

The list is truly limitless, which means the ROI is extraordinary. With ROI that's passed across multiple outlets and platforms, it's a no-brainer that starting with this type of video is one of the smartest choices a company can make.

We'd be delighted to share our experiences and results in creating Anthem videos for our clients and bring great ROI to you as well in the video field. Reach out to us, and let's get a conversation started.  Thanks for reading and keep it FRESH. 

 

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Video Is Money

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Video Is Money

 

Do you like your job? Do you like piles of money? Do you want more ca$h money to stuff into your pockets? If you answered yes to any of these questions, please keep reading. While we can't promise what your CEO will do for you for being the best kick-ass marketer on the face of the earth, we can promise that if you adopt a video plan into your marketing strategy, you'll see great results at the bottom line. 

STATS DON'T LIE

Let's start with stats. 

  • 70% of marketers think video works better than any other medium
  • Internet users spend 88% more time on websites with video
  • 64% of consumers are more likely to buy a product after watching a video about it.
  • 74% of all internet traffic within 2 years will be video
  • Millennials prefer video communication over any other type of content.

Simply put, video is absolutely one of the best ways to communicate with your audience. Video is one of the most powerful mediums to create messages.  It’s how we see the world beyond us. Produced and distributed appropriately, video builds continuity, excitement, and improves brands and conversion altogether. And furthermore, it's steadily becoming the preferred medium of communication for Millennials and the majority of the world. Check out our insights on Millennials in our last blog post. However, just 24% of companies today use online video for audiences. I'm sure they like piles of money too, but video as a core part of strategy could have a profound impact on business today. Trust us...it will. Brands are starting to catch up. Are you? 

OUR APPROACH

We don't just create videos. We create compelling stories. We've produced videos for nearly 90% of our clients. Our in-house video production is a cornerstone. That means we do everything from strategy to creative concepts, production, post-production, A/B testing and distribution. And we work with video influencer partners to create original influencer videos. But it's our storytelling that sets us apart. Storytelling is the fundamental way human beings communicate and share experiences. It's a springboard for emotion, brand affinity, just plain old liking something. 

Our video production starts with a deep dive to understand the audience and value proposition, then we apply a custom filter of storytelling to get you closer to your audience, compelling them to take action.  There's a big difference between a product video, and a product video with a story. Let your imagination fly.

If you're looking for a partner (to achieve superstar marketer status and) to bring your thoughts to life, connect with us.  We'd love to get a conversation started and bring FRESH thinking to your brand.

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