Corporate

This is purely content from corporate or business projects.

How to include video in your blog

Where do I post my video?

Caitlin and I often find ourselves on the receiving end of this question. While our safe answer often includes the phrase “It depends,” we feel one of the best ways to include video is right in your company blog!

In fact, I recently came across a great example from Backblaze, a cloud storage backup provider for businesses and individuals:

Why is this a good example of corporate video?

1. Short and concise

At less than 2 minutes, Backblaze poses a clear question right at the beginning of the video. For the remaining 90 seconds, the video clearly answers that question in an easy-to-understand manner.

2. Faces! Action! People!

Immediately, the video shows Backblaze employees in their natural habitat work environment. Following is Backblaze Chief Technology Officer, Brian Wilson, who narrates the question and lays out the Backblaze solution. As a whole, the video makes the people and technology stand out as cornerstones to the company; i.e. the reason for Backblaze and their success is the people and technology.

3. Visuals tell the story

A previous supervisor once told me that he would proof his video work by watching it with the sound muted. Why would you do something like this? Isn’t the interview and information important to the video? Think back 100 years. Did you have sound in movies? Nope. Could people understand the story? Yup. People understood those silent movies because they told the story through the picture. The above video from Backblaze tells the same story in pictures as it does with the audio.

4. Audio matches the pictures

Well, duh, right? Any audio should match what the pictures show, right?

Watch the video again. Close your eyes. Do the words paint a picture? Do you still understand how Backblaze works?

Backblaze b-roll gif

This is one of my favorite strategies when I’m proofing narrated stories or interviews because a well-shot (ah, squirrel!) video can distract you from a poorly written script. Close your eyes and you can more clearly see how your audio, and therefore your video, flows and tells a story.

5. not the whole enchilada

Are you an engineer? Specifically, are you an engineer who actually understands scalable cloud storage architecture? Then this video probably raises more questions than it answers. But…you’re also in luck! Backblaze wrote an article to accompany the video, which goes more in-depth than the video does. Video is probably not the best place to put information like this:

With Backblaze Vaults, we wanted to be able to do maintenance on one pod in a vault and still have it be fully available, both for reading and writing. And we weren’t willing to have fewer than 2 parity shards for every file uploaded, for safety. Using 17 data plus 3 parity drives raises the storage overhead just a little bit, to 17.6%, but still gives us two parity drives even in the infrequent times when one of the pods is in maintenance. In the normal case when all 20 pods in the Vault are running, we have 3 parity drives, which adds even more reliability.

But that type of information is perfect in a written article. Think about what works in your video, and what might work better elsewhere.

Video is one part of a much larger whole.

The Backblaze video is a perfect example of how video is only one part of your entire marketing strategy. I found out about the blog article from the Backblaze customer newsletter. Clicking on that took me to the blog, where I saw the video at the beginning of the article. Did I continue to read the article after watching the video? Nope. Does it make me glad to be a Backblaze customer? Certainly!

Count the marketing touches: email, blog, video. There’s different information, a different purpose, a different outcome to each of these touches. Neither one is meant to convert a prospect or customer on their own, but together they paint a clearer picture of who Backblaze is and how they can help you or your business.

5 questions to ask before creating a video

johnworkingthecamera

John recording a video for Social Brand Forum

 

One question I always get asked about video:  “How long should my video should be?”  In the past 10 years of creating videos, I have shot and edited videos ranging from live 1-hour events, to 30 second commercials.  The most popular videos are under three minutes.   Saying everything you want to say under three minutes can take be hard.  But these five tips will help you Cut. It. Down.

5 questions to ask before creating a video.

  1. Why do you want to do a video? Ask if video is the platform or tool for what they want to accomplish.  Often times I have coworkers requesting a video, but once I start asking clarifying questions, I realized I was asking them to define why they want video.  “Tell me why you need it, not what you need“.
  2. Who will be watching this video? Again, another question for definition and to provide specifics of the overall voice and tone of the video. The overall tone for a video will differ greatly based on the demographic, for instance: creating a video for a millennial is very different than creating one for Baby Boomers. The pace of the video is different, the music you choose will be different, and animation will depend on your audience. You’d be surprised at how hard this question can be for people to answer.
  3. What are 1-2 things you want the audience to know after watching the video? This question gives you the bullet points of what makes this video a success in their minds.  If you cover these two things in the video – they will be happy.  I learned if I don’t ask this question, I had more revisions in post-production, because the goal of the video wasn’t accomplished.  The more answers you get before shooting the less editing you have. 
  4. How and Where is this video being shown?  Will this video be shown at an event? or sent via email? or shared on social media?  You need to know if the video is a ‘stand alone’ video.  Or will there be some context provided before its shown? Knowing the context of how the video will be shown will help you better frame the video – how much information you need to provide….and what you can leave out.
  5. If you haven’t figured it out yet, the last question is When.  This question is pretty self-explanatory.  What’s the timeframe and deadline.  This gives me a timeframe to work with and lets me know how much time I have to shoot and edit.  I work backwards from the date given, and send the video two weeks before this date just in case there are any changes. I will let the client know this too, so they can expect a date to get the video.  That why they aren’t sending you emails asking where it is.

If you ask these five questions, you won’t have many changes to the video. And that’s a good feeling. It’s very rewarding to get it done right the first time.