About eight years ago I noticed that more and more prospective clients were asking for video examples of our work. They wanted to see us in “action” before they would sign the contract. They liked our references and reviews and felt comfortable with our services, but just needed a little visual push to sign the contract. We had a videographer on staff at the time so it was pretty easy to have him make us a highlight reel after each wedding and use them as promos at the office. Then around 2011 the video market started to dry up and was replaced with photo booths.
The internet was changing fast and social media literally replaced print advertising over night. It became increasingly imperative to post captivating content almost daily. Video edits from weddings can take a few weeks to process, which is a few weeks too late for social media. By 2012 we no longer had a videographer on staff and asking the few videographers we worked with at weddings for highlights took too much time and cost too much money. Today less than 30% of the weddings we do have a videographer. The demand for hip, trendy and captivating online video content, however, is steadily increasing.
It was time to be very proactive. I had bought an I Pad HD in 2012 and used it at home and around the office. I didn’t see the full potential for using at my events for almost a year. One of my nieces turned me on to I Movie. Suddenly, all the lights in my head went off. I realized I could take my I Pad to events, record the formalities, some dancing and then edit the raw footage at my office. I created a YouTube channel for my company and now have way over a hundred video highlight films to share with clients. For many of you this is old news, but the next time you are at a big banquet venue look around. I bet you’ll be surprised that almost no one is recording their performance.
Creating and maintaining a healthy video presence on the good old inter web benefits your business in several key ways. First and foremost videos are a great way to analyze your performance and make those crucial 1% improvements vital to the success of your business. Second, the regular upload of video content linked to your social media and website helps with your SEO. Third and most importantly highlight videos act as a virtual business card. When I receive an inquiry for an event at a certain venue I usually add a link to one of our highlight videos with my reply.
This is a great way to demonstrate to prospective clients that you’ve played at their venue and you crushed it. Video highlights also help weed out clients that aren’t a good fit for your company. If a prospective client doesn’t like your style, don’t book them. Too many companies make the mistake of trying to be everything for everyone instead of doing what they do best. Clients that see your videos and love them will be an easy sell.
The idea of having to edit raw footage from a six hour wedding probably doesn’t seem exciting to most of you. Besides I Movie I use several programs and Apps to make the editing process less painful and fun. Intro Mate and Intro Designer allow you to create really cool openings and endings to your videos in a couple of minutes. Video Star gives you the flexibility to spice up your footage with special effects and imagery. The App Extras4IMovie helps you add layers and transitions to your videos. There are many great video editing programs available for MAC and PC. Choose the programs that work best for needs of your company.
I have a few words of advice concerning video highlights. Never insert copyrighted audio from any source. This will instantly get some or all of your video blocked on YouTube. Before filming at any event inform your clients. The same with posting content from private events. A quick conversation in the office before the event will save you a lot of aggravation later. Remember that at every event, your main focus is on providing your clients with an amazing experience. Capturing video footage is secondary. Don’t get in the way of other professionals (please, don’t be that guy). Because the majority of weddings I have these days do not have a videographer, the highlight reel I create is usually the only video memories my clients have of their big day. Sending them a copy on a flash drive is a great way to thank them for their business. Happy filming!
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