VIDEO production

What is

Video is the most popular form of content on the internet. Think of how easy it is for you to spend time (probably more time than you should) on YouTube.

There’s always something that catches your eye and your next click. And the next.

When it comes to marketing your business, there are several ways you can use video. First, and simplest, are videos about your business: “This is who we are and this is what we can do for you.” Those are the kind of videos you might create primarily for a page on your own website.

The second way to use video is content marketing. Those are videos that aren’t explicitly about your business or services, but that provide a service to the viewer. They included how-to videos that show a viewer how to do something for themselves, whether they use your business or not. Think of a cosmetics company that provides a video demo on how to do a special treatment around the eyes. You don’t need to buy their cosmetics to do it, but you might think of them first when you’re ready to buy.


Content marketing videos are what you use to build affinity for your brand, so potential customers remember your business when they’re in the market for what you sell. These are videos you push out on social media, on YouTube, Instagram, Pinterest … all the platforms where people might not be looking for a particular business, yet. And the best thing about putting your videos on those platforms is, people are more likely to share them. So as you enhance your brand, you’re growing your audience.

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Why video is important?

Here’s why video can be hugely important for your business: People love to watch video online. Most of them — probably you, too — would rather watch a video on a topic than read about it.

So while video might not be the best way to tell your audience a lot about your business, it’s perfect for showing what your business does. Because it engages more of the senses than simply reading, video content is more memorable. That means you can give the audience two minutes of content that’s going to stick with them, in a way that brings value to your brand.

More importantly, once you have videos out there, paid media will allow you to find the people who watch them and message those viewers across the internet. They’ve already demonstrated an interest in what you have to say. That’s the start of brand affinity. Now all you need to do is drive them to your site and convert them from viewer to customer.

But while video is the most popular form of online content, it’s not the most efficient. Not even close. Even if you can get somebody to watch to the end of a two-minute video (and most people won’t, even if they like it; people are funny that way online), at the end of those two minutes, they won’t know nearly as much as they would if they had spent that time reading about the same topic. It’s like spending a half hour watching the news versus spending a half hour reading a newspaper. Which makes you better informed? Now … which is most popular today?


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Your video strategy begins with identifying what kind of videos you should produce. That starts with our inventory of your non-video content.

We’ll analyze that, run the data, talk to you about your business and your brand and what you have to offer, and then determine the value points that will drive sales.

Those value points become the building blocks of your first script; for a commercial, a how-to video or a simple “about us.” If the video is an actual sales piece, your viewer will understand what your product or service will do for them and why they should buy it from you.

Once we’ve arrived at the content, the EIC video production team will handle the shooting and editing, music and special effects. They’ll provide you with a professional product that’s ready to push out on the platforms in your strategy, including social media like Instagram and Pinterest; video-specific sites including YouTube, of course; and your own website.

That professional quality is vital. Sure, anybody can shoot a video these days using their phone. And if you want to put something on your Facebook page to share with friends, that’s fine. But potential customers expect more from a business, even if the video is something simple. 

Remember: Your brand isn’t what your company is and what it does. It’s what people think your company is and does, and how they feel about it. The quality of your video has the potential to help — or hurt — your brand. And because video is a such a memorable way to communicate, you can’t afford to let poor production hurt your sales