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Filming the sunrise over Spokane

by Tanya Klumb

Are you ready to pivot into video marketing? If you haven’t already looked into this, 2017 may be the year to start. Videos in your marketing drives higher engagement of your companies brand. What marketing videos are you going to start making this year? Are you ready?

These 4 questions are a must answer for any business owner or marketing specialist.

1 Do you have a production team that can film and edit the video, or will you be doing it yourself?

Starting out you can use products like Lumen5 which create slideshow-style videos with photos accompanied by text and a soundtrack. We’ve tested this one out for some of our social videos and while they do lack control over what you create they can be a start into video for your company.

By working with a production team you can create unique content that is dedicated to your company. And no one else will be using it. Plus they have all the equipment and experience to bring out the best in your marketing videos.

2 Do you have enough budget to hire a video producer? Or to purchase equipment and software to create and edit the video yourself?

Video producers are always updating and learning. Not only their equipment but they follow trends and styles which are happening in the world of marketing and more creatively, film.

Yes, you can create exceptional video content with a smartphone and limited skills — you just need to make sure you’re creating one for the right purposes and media.

A DSLR camera can run around $2,000. An LED light kit costs an additional $600. And to really take your video out of the amateur level would be to invest in audio, which can cost $600 for a wireless lav mic.

And this is just to record your video … the video editing comes next.

Education and experience from video editors help speed up the process. Video professionals work with professional software that they have spent years using. Most use Adobe Premier Pro ($20 a month) or Final Cut Pro ($199).

Typically production of a video can cost anywhere between $3,000 and $40,000 at CutBoard Studio. Depending on how many days are needed to script, film, and edit. The longer the production the more your video may cost. Oh, and don’t forget sometimes your video may need actors! They are professionals too.

3 How much time do you have to dedicate to filming, editing, and promoting your video?

We like to tell our clients that most videos take up to a month to produce from the initial planning and scripting stages all the way through shooting and editing. When we deliver the final product it is always great to hear that it gives you the “feels”.

So in order for you to take on the production of your own video, realize that it may take you longer than the professionals. Most of our clients take over the promotion of their video and leave the filming and editing to us. Then we are all doing what we do best!

4 If you are unfamiliar with producing videos, do you have the time to take courses, or teach yourself how to use filming equipment and editing software?

There’s a reason we went to school … and we did have the opportunity to lay a great foundation. Go Eagles! But, for the past 15 years, we’ve been building on that foundation, studying and a lot of hands-on-work. We promise this isn’t something you can learn overnight.

Practice makes perfect? Well, in film perfect is in the eye of the beholder. It is a special art that when done correctly sets our client’s videos above and beyond their competition.

There are some great Lynda.com courses (free through the Spokane County Library) that specialize in film and video production. We recommend the series about How to Become a Video Editor (35 hours). And the Practicing Photographer which is a weekly updated course, currently at 24 hours.

As you can see there is quite a lot that goes into crafting a video. Not only does it take the right equipment, but having a good foundation helps. If you’re ready to start creating video content as part of your marketing strategy, CutBoard Studio makes a pretty good partner.

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