The LumaVox blog category contains articles about video production,
video marketing, video live streaming production, small business marketing, as well as a portfolio of some of our work.

6 12, 2018

Using Drone Video in Small Business Marketing

By |2018-12-06T18:28:18+00:00December 6th, 2018|Blog, Small Business Marketing, Video Marketing, Video Production|0 Comments

Using Drone Video in Small Business Marketing

DJI Inspire Drone

Drone Video Adds Another Level to Small Business Marketing

The use of video as part of a small business marketing strategy continues to grow by leaps and bounds. An astounding 54% of customers want to see more video content from businesses. Savvy small business marketers are working hard to meet that growing demand. More and more they’re finding that using drone video in small business marketing improves that new content.

With the increased video content available to consumers comes the challenge of how to make that video content engaging. A video isn’t worth much if a viewer doesn’t want to watch it. As a small business marketer your job is to tell the story of your business or your client’s business and spread their message. It doesn’t help tell that story or spread that message if the viewers click away early in the viewing. At least it doesn’t help much.

The latest trend to help with that viewer engagement is drone videography. Aerial footage is a powerful tool that businesses can use to help increase viewer engagement. Drone videography can add an elegance and bring a fresh perspective to video content.

Drone Technology

The days of needing to book time in a helicopter in order to get good aerial footage are long gone. Helicopters are fun. They’re also very expensive to operate.

Today’s drone technology offers videographers high quality and sophisticated platforms to capture aerial footage and create videos that are engaging. The technology is amazing, and the footage drones capture can be stunning.

Drones come in all shapes and sizes.

Phantom 3SE Drone

Drones used in commercial videography for small business marketing usually:

  • Have four or more rotors that provide lift
  • Weigh less than 55 pounds.
  • Are flown by one Pilot in Command who also operates the video camera
  • Have a camera that can record High Definition video for use in online marketing
  • Transmits an aerial view in real time to the Pilot in Command while flying

Types of Businesses That Stand out From the Crowd by Using Drones

Any business can use drone aerial footage to help reach potential customers. The possibilities are almost endless and range from aerial footage of properties to highly choreographed sequences woven into a film narrative.

Some businesses particularly benefit from the unmanned aerial technology, including:

  • Real estate agents
  • Hotels and resorts
  • Sporting venues such as golf courses
  • Weddings and family events
  • Residential and industrial contractors

In fact, real estate is the second largest industry in the United States that uses drone technology to reach potential clients. I’m sure you can understand why. Beautifully filmed aerial shots of a property adds that extra movement and punch that helps keep viewers engaged.

One thing to avoid is to seem like you’re doing drone marketing. You should have the aerial footage add to your video and to your messaging but not be about the aerial footage. You’ve probably seen drone videos that go on and on for minutes on end. The video usually gets boring pretty quickly. Instead, use the video footage to just add a little extra movement and perspective here and there. Focus on the story you’re telling in your video, and not on the techniques you used to tell your story. That way your audience will be more likely to engage longer with your content.

Certification Required for Commercial Drone Flying

Operating a drone for any type of commercial use in the United States requires certification by the FAA, the Federal Aviation Administration. The FAA is the same agency that regulates the commercial airline industry. Any use in which you trade money, goods, or services in exchange for drone operation, is commercial use. That includes if you’re filming aerial footage yourself and using it in your marketing. For example, if you’re a real estate agent using a drone to help with property listings you will need FAA certification.

So for example if you operate a golf course and you trade some rounds of golf with someone who films drone footage, you are engaging in a commercial drone operation. In that case, the person needs to have FAA certification to operate the drone.

In addition to FAA certification for commercial drone operation within US airspace, insurance underwriters also require the FAA certification. Drone technology is very safe, however things can go wrong. Drones can weigh up to 55 pounds according to FAA regulations. Should something go wrong, an object of that size can cause serious property damage, personal injury, or even death. Obviously in such cases, the liability issues can be significant.

An FAA Part 107, Remote Pilot Small Unmanned Aircraft System, is the certification required for commercial drone operation in the United States.

Certification

Be sure the videographer you hire has this FAA certification. Or obtain one yourself if you’re going to be filming your own aerial footage for commercial use.

Keep Your Video Marketing Fresh

You probably know the statistic. Viewers click away from more than 80% of videos in less than 20 seconds. No matter how long the video is.

Technology keeps moving at a rapid pace. Customers and clients, or potential customers and clients, expect businesses to keep up with the changes in technology. That includes changes in content they consume.

To keep them engaged you need to keep your videos fresh. Aerial footage using drones can help you do that.
Used in the right way, drone videography adds that extra sparkle that viewers love.

Featured photo courtesy of Mitch Nielson.

20 07, 2018

How Long Does It Take to Produce a Minute of Video

By |2018-11-29T16:15:57+00:00July 20th, 2018|Blog, Video Production|0 Comments

How Long Does It Take to Produce a Minute of Video

How Long Does It Take to Produce a Minute of Video LumaVox

How long does it take to produce a minute of video? Of course the smart aleck answer is that it takes anywhere from one minute to years and years.

Obviously, there are many variables that go into a one minute video. So you’d need to know all the variables to know how long it would take to produce one minute.

In this case, let’s look at the variables that go into a standard one minute “call to action” video for a restaurant. A “call to action” video has an ending that asks the viewer to take a concrete action, such as call the restaurant or stop in.

An Example of a One Minute Video for a Restaurant

Here’s a video we produced for Encore Fine Food and Spirits, located in Jim Thorpe, PA. It’s a good example of a “call to action” video for a restaurant. We ask at the end to take a concrete action. It runs a bit longer than one minute, but it will serve the purpose of laying out the steps and time involved for producing a minute of video.

Pre-Produce and Film the Video

The time estimate here is for a one person location shoot. The equipment is a 3 point interview lighting setup, as well as a lav mic on the subject, and a HD camera on a tripod for the interview, with a mix of camera on tripod and hand held for the b-roll.

  • Research the client and their business to understand their product and service – 1 hour
  • Phone call with the client – 30 minutes
  • Write the script – 1 hour
  • Drive to the location – varies
  • Sit down with the client to go over paperwork, releases, and the process of filming – 30 minutes
  • Setup for interview – 15 minutes
  • Film the interview – 30 minutes
  • Film b-roll – varies, but plan on 1.5 hours
  • Pack up – 15 minutes
  • Drive back – varies

So the total time for pre-production and filming the one minute video, not counting travel time, is: 5 hours and 30 minutes.

Edit the Video

The estimated time for editing this project assumes one dialog track, together with one music track, 3 to 5 second b-roll clips, as well as straight forward lower thirds graphics and logo graphics.

  • Download the files and setup project on Premiere Pro– 15 minutes
  • Edit the interview track – 1 hours
  • Choose and add music track – 30 minutes
  • Add b-roll clips – 1 hour
  • Add graphics and lower thirds – 1 hour
  • Color correct, adjust framing, add motion to clips, add transitions – 1 hour
  • Export and upload the file – 30 minutes

So the total time for editing the one minute video is: 5 hours.

Editing Rounds

Of course you have to budget time for editing changes. Examples of typical changes include misspelled names and switching out b-roll clips.

  • Fix typos, change out b-roll clips – 1 hour
  • Export and upload the file – 30 minutes

The total time for editing round changes is: 1 hours and 30 minutes.

It Takes a While to Produce a Minute of Video

So in total it takes about 12 hours to produce a restaurant “call to action” video similar to the one posted above. And that 12 hours doesn’t include the travel time to and from the location. Therefore counting travel time, it’s about two work days to produce one minute of video as shown above.

Have we produced a minute of video faster? Indeed. Can it take longer? Certainly!

Again, there are many variables on estimating time for a film production. In the case of restaurant “call to action” videos, we find that budgeting two days for a minute of finished video usually works out well.

Featured photo courtesy of RawFilm.

17 07, 2018

A Guide to Video Marketing for Real Estate

By |2018-07-19T08:44:47+00:00July 17th, 2018|Blog, Video Marketing|0 Comments

A Guide to Video Marketing for Real Estate

A Guide to Video Marketing for Real Estate - LumaVox

In one average month, producers upload more video content to various platforms than legacy TV networks have created in over three decades! That’s staggering. So of course it’s necessary that real estate agents and real estate marketers address the audience that is demanding this video content.

But where do you start? Here is a guide to video marketing for real estate agents and real estate marketers.

The Property Tour Video

The most important video to start producing is the property tour video.

This is the video that highlights the property listing. It helps create the image in the mind of the viewer of what it would be like to live in the property.

Shows such as those on HGTV will often have a home buyer say something such as, “I can imagine us having coffee out here on the deck”. The property tour video helps create that “coffee on the deck” feeling in the buyer.

The Community Highlights Video

As with the property tour video, the community highlights video helps create an image in the buyer’s mind of what it would be like to live in that particular neighborhood and community.

These are the videos that showcase shopping, recreation, schools, and cultural amenities in the community.

The videos can stand on their own, or you can incorporate community highlights into the property tour video itself, such as we did for the property in this video.

Industry Expert Videos

Are you an expert in the real estate industry? Then let everyone know in YouTube expert videos. Just as you may need a guide to video marketing for real estate, your customer leads need a guide to navigating the real estate buying and selling process. Be that guide!

People will be searching for answers to specific real estate problems, so keep each video to one topic. That will help with getting traffic for searches on that particular topic.

Keep them short. That will help with keeping the viewer engaged until the end of the video. In this way, you’ll be building trust with the viewer. They’ll know that you’re not wasting their time. Therefore, they’ll be more likely to watch another of your expert videos.

Pre-Produce the Video

The first suggestions for a guide to video marketing for real estate were about the types of videos to produce. Now we’ll look at the process of creating and distributing the video itself.

Pre-producing your video takes your vision for the video and plans out how you’re going to execute that vision. The available time and money you have limit your options. In the pre-production stage, you can figure out what’s possible regarding equipment, location, time allotment for shooting as well as editing, and on camera talent as well as voice over talent.

You can read more about video production here.

How to Write a Video Script

The script is the blueprint for how you’ll film your video. With a script, you’ll know what shots you need to get. It will then be much easier to film the video.

You don’t necessarily need to write out every word that will be in the voice over or that your on camera person will say. The script though does need the general bullet points you want to hit in the video, and an idea of what to show in your shots to illustrate each of those bullet points

Here are some key points to keep in mind as you write your video script:

  • Make your video be about one thing
  • Know your audience
  • Write as if you’re having a conversation
  • Write for the stage of the buyer’s journey
  • End with a call to action

You can read more about how to write a video marketing script here.

How to Edit Your Video Content

Editing is the final stage of your video production before you publish your video.

Some key steps in editing your video are:

  • Import and organize the media
  • Edit the dialog tracks
  • Add music tracks
  • Add b-roll clips
  • Edit motion and color correct
  • Add lower thirds and cards
  • Add transitions
  • Export the video

You can read more about how to edit video here.

Film Your Video

A key decision in planning to film your video is what equipment you’ll need and use. The equipment choices range from high end profession equipment to smartphones.

If you’re going to use a smartphone, consider adding some accessories to take the video quality to the next level:

You can read more about equipment to film video on a budget here.

Host Your Video

Next, upload your video to a video hosting platform.

Of course the most popular is YouTube. It’s also free.
Consider using Vimeo if you want more professional hosting options. Vimeo paid plans start at $7/mo billed annually.They also have a free basic plan with fewer options if you want to try out the service.

Promote Your Video

After publishing your video you should promote it to help gain audience.

Promotion platforms include:

You can promote your video on these platforms with both organic postings and, aside from most blogs, with paid advertising.

Of course include the video in the listing itself.

Final Thoughts for A Guide to Video Marketing for Real Estate

More and more buyers are watching videos to help them make decisions in their buyer’s journey. It’s true across all market segments, including real estate. So start today and plan to incorporate video in your real estate marketing efforts!