MARKETING PHOTOGRAPHY & VIDEOGRAPHY EVERYTHING YOU NEED TO KNOW MARKETING PHOTOGRAPHY & VIDEOGRAPHY | 1 Table of Contents VISUALIZING YOUR BRAND’S STORY . 4 THE ADVANTAGES OF VIDEO AND PHOTO MARKETING . 6 COMMON MISCONCEPTIONS . 9 WHAT TYPE OF VIDEO SHOULD YOU SHOOT? . 14 THE DIFFERENT TYPES OF PHOTOS . 19 TIPS & TRICKS FOR VIDEOGRAPHY & PHOTOGRAPHY . 21 VIDEO & PHOTO TERMINOLOGY FOR DUMMIES . 24 PLANNING YOUR MASTERPIECE: THE MEDIA PROCESS . 28 JSL MARKETING & WEB DESIGN: EXPERT MARKETING VIDEOGRAPHY & PHOTOGRAPHY . 31 MARKETING PHOTOGRAPHY & VIDEOGRAPHY | 3 Visualizing Your Brand’s Story Stories are an integral part of the human experience and that’s true in marketing as well! The narrative around your brand, product, or company is always more important to your customers than the stats or data about your business. And that’s one of the best reasons to incorporate video and photo marketing into your brand’s strategy! Visuals let you capture your end user’s attention and tell a captivating story, one that they’ll remember much more clearly than any other medium. Try to visualize these images. Six Marines raising an American flag on a rocky hilltop on Iwo Jima. Michael Jordan, tongue-dangling, taking off from the free throw line in the 1987 slam dunk contest. A US sailor kissing a young woman in Times Square at the end of WWII. These visuals are so well-known that most of you can probably see these images without even viewing the shot in question! That’s what video and marketing can do for your business – cement you in your customers’ minds. Great views will linger in your clients’ memories, much like the images we listed above, and leave your brand at the top of their minds. If that’s not enough for you to consider incorporating visuals into your marketing strategy, consider the following stats... MARKETING PHOTOGRAPHY & VIDEOGRAPHY | 4 Most consumers claim YouTube mobile video to remember key content rises by 100% yearly, messages of video ads. according to HubSpot. A third of all time spent online is spent watching video content. Video content on • 90% of ecommerce buyers Facebook reaches say that product quality 135% more people is the main factor in their than photo content. purchasing decision. Photo content, in turn, reaches more people than posts without visual content. And it’s only going to continue! By some estimates, 82% of internet traffic will be video by 2022. Not using visual content as a business is a huge opportunity cost! MARKETING PHOTOGRAPHY & VIDEOGRAPHY | 5 The Advantages of Video and Photo Marketing Clearly, video on the internet isn’t going anywhere. To add to that, here are some of the biggest advantages of video and photo in a marketing context. VIDEO MARKETING AND PHOTO VIDEO MARKETING LEADS TO MARKETING ARE EXTREMELY BETTER RECALL IN CUSTOMER ENGAGING MINDS Like we said earlier, people love visuals and love Think of how many ads the average American sees stories. Written content is still an effective way of in a day. Some estimates believe that most of us see reaching your customers, but video and images between 2,000 and 4,000 ads in an average day. are still the best option for grabbing the end user’s Cutting through all that ad noise and making a lasting attention. For instance, Facebook videos report 2x impression on your end user is difficult, which might the number of clicks as static images, which report discourage you from using digital marketing in the more clicks than posts without any visuals! And first place. What’s the point if your ad is just one of it’s not just for social media. By some estimates, thousands, right? including video in your marketing emails can double Well, the good news is that video marketing has clicks to your website. Some estimates show that been proven time and time again to increase the video can even triple your click-through-rates. If you percentage of people who remember your ad and want to compete for your customer’s attention in a how much of the ad’s message they recall. By some competitive world, you’ll need amazing visuals. estimates, people remember 80% of what they view. Nielsen and Facebook even determined that MARKETING PHOTOGRAPHY & VIDEOGRAPHY | 6 the number of customers who recall your brand and are over 100% more likely to purchase that product your ad’s message increases with every second than those who don’t. Another study found that of video watched! (That doesn’t mean that longer adding video content to your website could raise the is necessarily better. Don’t worry, we’ll discuss the number of conversions received by 80%! specifics of duration later!) VIDEO MARKETING AND PHOTO VIDEO MARKETING IS A GREAT MARKETING EXPAND YOUR OPPORTUNITY TO ESTABLISH ORGANIC REACH: YOUR BRAND’S PERSONALITY No one wants to spend more money on their You can, of course, establish a killer brand marketing then they must spend. Paid advertising personality and marketing tone of voice in written is a great way to reach your customers, but it content, graphics, logos, and brand slogans, but does require an ad budget, which can be a barrier video is a dynamic medium! You’re able to articulate for smaller businesses. That’s one of the biggest and demonstrate so much more via video and you benefits of organic marketing – your customers can can often joke around and have a lot more fun use their social media platforms and email to market too! Pair that with the fact that your customers are for you. By producing quality content that your more likely to remember your videos than your customers want to share on Facebook or forward written content and video becomes the best way to to friends, you’re reaching more and more new showcase the fun, interesting, and though-provoking potential customers in the process. Usually, paying to aspects of your company. show an ad on YouTube, Facebook, or Google will be more expensive than the cost of producing a video that your customers will share for you. VIDEO MARKETING LEADS TO HIGHER CONVERSIONS Oftentimes, your customers will not call or make a MARKETING MEDIA IS A GREAT OPPORTUNITY TO SHOW YOUR purchase the second they finish watching your video. CUSTOMERS SOCIAL PROOF However, video marketing is a great resource for your potential customers when they’re considering This is one of the bedrock principles of marketing. your brand. It can be costly to reach potential We all expect advertisers to sing their own praises customers; by developing video for them to view, when we see their marketing materials. After all, be it through email, YouTube, your social media, or when was the last time you saw an ad that admitted your website, you’re letting the customers do the the business’s customer service was “so-so at research before they purchase! For reference, one best?” It doesn’t happen. The fact that advertising study estimates that those who view product videos is so positive and promotional means that a lot of MARKETING PHOTOGRAPHY & VIDEOGRAPHY | 7 consumers have become a little cynical about the Now that they’re following your business through marketing messages they see everyday. these platforms, you can use social shorts or announcement videos in your email and social Enter social proof. Show your customers that your campaigns to reach this past customer. marketing isn’t just hot air- you’re the real deal and your consumers know that. Now, great marketers can still show their clients that they’re legitimate without VIDEOS AND IMAGES video marketing. Online reviews, written testimonials, SUPERCHARGE YOUR WEBSITE’S and product evaluations are all great ways to SEO demonstrate that your brand is legitimate in the If you’ve researched digital marketing, you’ve most minds of your customers! However, video marketing likely heard of SEO or search engine optimization. is a great opportunity to showcase your reputation. Typically, we think of written content when it comes Product demonstrations, customer testimonials, and to SEO. However, did you know that SEO is more Q-and-A sessions are all great ways to visually show than keywords and content? Video and images can that your advertising isn’t overstating it – your brand also be used to give your website’s rankings a boost is effective and knowledgeable, and your customers on Google and Bing. The aggregators love visuals know it! Photos can be used in much the same way and users do too! Companies using video receive as well, with product shots, before-and-after photos, more than 33% more search traffic than those that and reveal shots. don’t. Plus, site users tend to stay on engaging and VISUALS LEND THEMSELVES TO beautifully constructed websites longer, which is also OTHER TACTICS a Google ranking factor. A few strategically shot and The end goal of marketing is to create a pipeline placed videos and images, properly tagged, can do that brings your customers from awareness to more than just make your site pretty. They can help consideration to purchase of your goods or your website – and contact information – jump to the services. One of the greatest benefits of video and top of the search engines results pages (SERPs)! This photography marketing is how well video content fits means your website is more visible to Google users into the different tactics you might use to drive your than your competitors, and leads to more and more customers to purchase! people finding you online. A user might find the video catalogue section of your website through Google, watch a customer testimonial and then call your business to purchase.