Gear of the Year and the Importance of Video

In these tech-savvy times we live in, video is a resource that marketers can’t afford to miss out on. If there’s any doubt over its power, YouTube recently announced that 1 billion hours of social video are watched a day.

In these tech-savvy times we live in, video is a resource that marketers can’t afford to miss out on. If there’s any doubt over its power, YouTube recently announced that 1 billion hours of social video are watched a day.

Already half way through the year, we take a look at some of the best video equipment on the market, to achieve great results:

Best Video Gear of 2018 (so far)

Benjamin Potter, Creative Director of CLICKON Media, said: “Highly engaging video content is one of the top requests we receive from clients. Since it can be hosted on all platforms from YouTube to Twitter, websites to newsletters, it’s important to use the right tools to create a professional look and feel.”

So, which camera to choose?

While each video camera does its own job, there are key elements to look out for. These include speed, efficiency and a camera that’s discreet to use. Ticking all these boxes and more, the Arri Amira is one of the best on the market.

Potter adds: “It’s essentially the Alexa built into a documentary body. It’s a Hollywood cinema camera that’s built into a neat package for one person to use on their shoulder – great for action shots. The downside is that the batteries don’t last forever and add to its weight. We’re also fond of the Sony FS7 and Sony A7sii.”

The Sony FS7 has the benefit of being super lightweight, going for hours without recharging. This is a particularly useful camera for action and adventure since it can withstand sub-zero temperatures, sand, water, drops, bangs, and much more.

“It’s the Bear Grylls of cameras, and our go-to device when we unsure of the terrain we’ll be facing” Potter adds.

Lastly, the Sony A7sii is a great piece of equipment. Its tiny mirrorless camera can film in the dark, and is useful in covert operations.

The Importance of Video

Video has the ability to reach audiences effectively. It uses visual and audio to tap in to emotions in ways that other mediums aren’t able to. But it’s not enough to just have good equipment, marketers need to be able to tell a compelling story that touches people too.

Potter adds: “If we can move people emotionally, then we’ve made an impact and possibly a connection, and that’s extremely powerful.”

The popularity of video content has, predictably, led to an oversaturated market.

Streaming is all around us, from the web to social, apps to advertising screens, our mobile devices and so forth. In fact, latest statistics suggest that the average person is subjected to 47 adverts a day,  

This in turn means that consumers are smarter in terms of what they’re seeing, which is why authenticity is crucial.

Here’s CLICKON’S guide to achieving great content:

  • Focus less on view counts and more on the influence of that content. Does it create brand loyalty, does it lead to action such as sales? These are the actions we should really be measuring.
  • To get quality views, it takes a lot more than putting a video up on Instagram, it takes context and substance, creativity and honesty. Be authentic!
  • Think less about length of content and more about quality. Does one minute give you enough to tell a story, convey a message and have a strong take out?
  • We are conditioned to believe that attention spans are getting shorter, but that doesn’t mean quality should be compromised. A five-minute story for instance allows us to build a narrative, creating set ups and payoffs, moments of compelling contrast, and ultimately giving the audience something they can take away.
  • Film in square format, since this is more likely to be used for a teaser scrolling through a newsfeed.

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