Video Production is Booming
Canadians love online videos. Studies
suggest that the average Canadian now views many hundreds a month. So it is not
surprising that online video production has quickly become an important industry.
Companies like Caruso
have moved into this field and became experts at providing the kind
of short videos that consumers and web-users now require as part of their
There are many types of
commercially-oriented online videos. They include:
- Testimonial videos – a time-proven
device whereby products or people are endorsed by typical consumers, clients or
- Product and service explanations that develop
an understanding and proficiency with a product, which leads to a consumer bond
with the product or technology being demonstrated.
- Introduction video – a simple video
introducing an individual or company, establishing a relationship between that
entity and the viewer.
- Workplace tours.
- Staff training and safety videos for
internal company use.
- Corporate event filming covers a new
product or launch and builds excitement for a brand.
- Live and on-demand videos.
- Promotional videos establish the
reputation of company and brand.
- Financial results videos, including
of Going Online
As mentioned, viewing videos online is
becoming the most common way of gathering information for consumers. We live in
a visual age and studies show that consumers will invariably choose learning
from visual sources over reading text. Also, attention spans are shortening, so
quick online videos satisfy the need for quick info-hit.
website traffic. Search engines like them, and they will move a website higher
up a Google Search Engine Optimization (SEO) ranking. Once at the website, a
customer will linger longer if there are videos. That customer will also return
more often, and be more likely to peruse the non-video portions of the site.
There is a higher sales conversion rate.
Videos can build a relationship with the
customer. They evoke an emotional response in a way that text cannot, and
customers will feel they know the product or company. If online visitors like
the video they will share them with friends – in effect, taking over the
marketing for the product.
an Online Video Production Company Does…
A company like Caruso Films takes the
process of creating an effective online video from conception to completion. A
video follows much the same creative process as a film or music video, and
requires a concept, extensive front-end consultation, scripting, filming and
editing. To be successful, the goals and visions of the corporate customer must
be completely understood by the video-maker, as well as branding and marketing
plans. Flexibility on the part of the producer is key. As listed above, the
goals of online videos can range from simple product endorsement to ones that
are educational and informational in nature. Others can be more elaborate in
production quality. It's a matter of where the video is being placed – and also
Experience counts in the
online video production business
Track record is everything. You have to be confident that the production
company can deliver on time, on budget, and to the specifications with which
you have jointly worked out. There is perhaps no greater endorsement of a
company than its longevity in this fast changing and rapidly expanding