7 Smart Responses to your Post-Production Company’s Rough Cut

You just received the first cut of your video project from your editor and it’s not quite the cinematic masterpiece that you and your team signed off on. Don’t Panic!

The post-production process is just that; a process. And that process begins with a rough cut with only the fundamentals of post-production structural editing applied. This is why your first cut may seem faded or have watermarked audio and stock video, or may contain some choppy edits. This is not because you have an untalented editor, it is so he or she can receive direction from you before spending more time potentially moving in the wrong direction.

Despite this, we understand that you may be overwhelmed at the sheer roughness of a rough cut and may not know the right questions to ask or directions to give moving forward. That’s where we come in. If you follow our simple pointers for navigating the terrain of the post-production process, you and your editor will be able to breathe a sigh of relief and move forward productively to create an end result that will exceed your expectations– and do it all on time.  

Don’t Panic.

Why is there a voice talking over the music? Why does the coloring on the beautiful footage we shot look off? Why is the text not what we sent you? Why are there jarring cuts between shots? Why is this not perfect?

A rough cut is far from the final cut.  

All of those imperfections are normal and, yes, your editor sees them too. The first few cuts are not to establish an overall look or sound for your video, but instead to develop the tone, the pacing, and the story.

You don’t have to point out or worry about the obvious flaws. Your objective is to make sure the editor understands the vision you have and is headed in the right direction. So take a deep breath, ignore those shoddy graphics, and watch the video.

Focus on the story.

A rough cut usually has little to no maintenance performed on it. Before your editor spends time crafting beautiful transitions and lining up clips with a specific music track, they need to know that the foundation is solid and that the structure of your video is strong before building it up. These are all factors that will be addressed on your second or third cut.

Focus your feedback on the structure of the video. Does the story make sense? Does it flow and keep your attention? Is the overall message in line with what you want to get across to the viewer? Do you think the speed and tone of the footage fit the tone of the story you want to tell? If not, now is the time to speak up.

Story first, aesthetics later.

Be open to new ideas.

Stop. Watch the video. Ask yourself if what you’re watching has value and quality. Does it make sense? Does it make you look good? If yes, run with it. The truth is, your editor is experienced and likely knows what will work well for your video. Take advantage of their knowledge, have a little faith, and give honest feedback, even if it’s not what you had pictured.

What’s the purpose?

Every video project should have a purpose, whether it be to inform, entertain, promote, or connect. Your purpose (or goals) should have been set in stone way before production began.

Now during post-production, you need to confirm that your rough cut serves that established purpose. If not, revisit your pre-production notes and regroup on what this video has to accomplish. Without correcting this now, you are guaranteed to waste time later on in the post-production process.

 

Does it represent your brand or company?

Every company has a voice, mission, brand, values, or an overall identity they aim to uphold. You know your identity best, and therefore you have to be the one to make sure it is represented in your video.

Your identity consists of what you believe in, what your viewers will expect from you (or what they’ve come to expect), what emotions you hope to evoke in your viewers, and an overall feeling that this video belongs to your brand.

If you’re a nonprofit company full of young, creative minds, your video should reflect that. If you’re a company of healthcare providers full of seasoned professionals, you must convey that. If your video does not speak to who you are, now’s the time to speak up.

Is the tone appropriate for the message you want to send?

While the purpose of your video focuses on what you aim to achieve, the tone is how viewers should feel when they hear your message.

If your video is about persevering and holding out hope in the face of adversity, it should be paired with inspiring music, include motivational visuals, and give the viewer time to take the weight of the video in.

If your video is about a bustling New York City business, it should be upbeat, fast-paced, and fun.

Your video’s tone is the most important factor to sign-off on when presented with a rough cut. If you have any critiques at all, voice them immediately.

Get a second, third, fourth… opinion.

The fate of your company’s video does not have to fall on your shoulders alone. Ask your coworkers, interns, boss, or even friends to give the video a look. When all is said and done and your post-production process is complete, you will not be the only one watching this video. So why be the only one watching your video now?

The more feedback and initial responses you receive, the better you and your editor can understand what worked, what didn’t, and how to move forward.

Conclusion

At the end of the day, you’re investing your valuable time and money for video production, and you deserve to get the most out of their investment. If you’re looking to begin a production, post-production or have any other questions or concerns, you can reach our production specialists through our website, or by email.

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The Only IGTV Article You’ll Ever Need

Great marketers not only grasp existing trends but look to the future to see where they can make their next mark. Instagram has been a priceless branding tool to those who embraced the platform early, and their release of Instagram TV presents an opportunity for everyone seeking early-movers advantage.

IGTV, or Instagram TV, is the most important new feature to come from the platform in over 2 years. If history is any indication of the future, then you’d be foolish not to put resources into the new feature.

Back in 2013, during the height of the messaging app fad, Instagram introduced DMs to their platform. IG DMs competed against a slew of big names – Facebook Messenger, Whatsapp, GroupMe, Kik, Snapchat Messages, etc…

Yet, despite its roots as a photo posting app, Instagram’s messaging feature made its way into our pop culture lexicon (you know you’ve struck gold when you get a shout out from a rapper).

Three years later Instagram rolled out Stories, the first straight rip-off of Snapchat stories to actually succeed on its own.

Instagram’s mother company and king of social – Facebook – had been trying since the dawn of Snapchat to eat Snapchat’s user base and we all know how that went…

Instagram, on the other hand, got it right the first time and is currently eating away at Snapchat’s market share with big bites. In fact, Instagram stories are so successful that Facebook is reposting your friends’ IG stories to your FB stories feed!

With IGTV, Instagram has now set its sights on YouTube. Will they make it 3 hits in a row? Nobody knows for sure, but history says it’s a good bet to put some of your energy and resources into the feature.

In this extensive guide you’ll find:

  1. The short history of Instagram TV
  2. Basic steps to take before you post
  3. The make-up of a good post
  4. How to capture stunning verticle video
  5. Promoting your content

 

A Brief History

As the standard with all major tech events, Instagram issued a press released:

“We’re evolving with the times; these days, people are watching less TV and more digital video. By 2021, mobile video will account for 78% of total mobile data traffic. And we’ve learned that younger audiences are spending more time with amateur content creators and less time with professionals.”

On June 20, 2018, a new icon moved into our Instagram interface. The little retro TV next to the DMs marked the beginning of Instagram’s foray into long-form video content.

Before IGTV, video content on Instagram was limited to 60 seconds in feeds, and 10 seconds per 1 Story post. To create anything longer we had to piece together a bunch of stories or add multiple videos to 1 post. Neither option suitable in a digital world where seamless is the standard.

Seamless video consumption seems to be the theme of Instagram TV. Unlike YouTubers, IGTV users don’t need to search for videos. A single click opens the app and videos start rolling immediately.

In our opinion, this is a small tweak that will have a major impact on digital video. Don’t be surprised if instant play becomes more common amongst all social video platforms (think Netflix rolling trailers when you hover over a thumbnail).

 

The Basics

Instagram’s extraordinary success can partially be attributed to its simple design and user experience. IGTV is no different. For consumers, it takes just 1 click to get into the action and as a result, the basics of the feature are, well, basic:

  • Videos are full screen and vertical
  • Video length is 15 seconds to 60 minutes (The full 60 minutes is currently only available to larger accounts or verified accounts. Everyone else has a limit of 10 minutes.)
  • Users can watch inside the Instagram app or on the IGTV app
  • Videos play automatically for users upon opening the IGTV app
  • Creators can add “swipe up” call-to-action on videos
  • Within the IGTV app, users have the option to browse between “For You,” “Following,” “Popular,” and “Continue Watching” tabs
  • Engagement: users can like or comment on videos, or send videos to friends in Direct
  • Creators have their own channels, like YouTube (and anyone can be a creator)
  • Videos can be uploaded to the IGTV app or the web
  • Videos on IGTV can also be uploaded to Facebook Watch
  • File size: up to 3.6GB
  • File type: .MP4
  • Video size: 9:16
  • Video thumbnail / cover image: .JPG
  • As of launch, no advertising options are available, but Instagram says it eventually plans to make sure popular video creators are able to make money from their efforts

To access IGTV you can either download the app from your Play Store/App Store:

Or if you already have Instagram (who doesn’t?) you can access IGTV by clicking the TV icon in the top right corner:

IGTV App

Following the theme of simplicity, creating an IGTV channel is as simple as 2 clicks. First click: the settings cog-wheel. 2nd click: Create channel.

 

Best Practices for Posting on IGTV:

Instagram boasts 500M daily active users! You now have a tool to keep those 1 billion eyeballs glued to your content for minutes at a time.

2-5 Minute Videos

While videos only have to be 15 seconds long, we suggest utilizing the feature for all it’s worth and posting content that’s 2-5 minutes long. Shorter videos are a better fit for your old-school feed, and longer videos tend to strain attention spans (remember you’re still in the social media realm).

Subtitles?

85% of Facebook videos are viewed without sound. In our experience, that number is accurate across social media (Youtube excluded). If your content relies on dialogue to get the story across then you’d be wise to add subtitles.

The verticle-video interface means you can’t just upload an SRT file, instead, you’ll have to hard-code subtitles into your video.

Unfortunately, there’s no closed captioning feature within IGTV so if you do include subtitles then they’re in there for good. It’s your creative choice but we think video viewership trends dictate the necessity of subtitles.

 

Best Practices for Filming Verticle Video:

Influencers and brands who want to maintain a distinguished look should steer clear of filming for IGTV with their smartphones. Therefore, verticle video poses a bit of an issue for those of us who film the bulk of our content with professional video equipment.

Video Camera

Video cameras are designed to film in horizontal widescreen, but with a little ingenuity, we can hack the system!

Our Executive Producer Anthony suggests turning your video camera 90 degrees to capture stunning verticle video. Your camera’s software will upload the footage in horizontal wide-screen, so in post-production, your editor will have to rotate the video to leave it permanently verticle.

If you don’t have the resources for an additional camera to film vertically, you can edit your footage in post-production to fit vertically. Albeit by cutting off the sides and focusing solely on your subject.

Smartphone

No matter how good your smartphone’s camera is, you will never come close to the image quality of a dedicated video camera. If that’s ok with you, then may we suggest investing in a smartphone with a top-of-the-line camera. Yes, it’s a hefty investment but it’s a smartphone – it serves other purposes…

A great camera is a must, it’s the foundation of high-quality smartphone footage. Now if you’re looking to come even closer (yet not too close) to video camera quality you can check out attachable lenses. Attachable lenses will run you $20-$100 but if used properly are well worth the investment.

 

Promoting Your IGTV Channel:

When you first open the IGTV app you’re presented with the ‘For You’ tab. It’s a mix of channels from the 2 tabs to the right – ‘Following’ and ‘Popular.’

The ‘Following’ tab contains videos from people you’re following, how intuitive!

The ‘Popular’ tab contains videos that are trending on the platform.

Since ‘For You’ is the default tab it’s a good idea to get your content in there.

We’ve used IGTV for a week and gathered that featured content on IGTV gets there the same way it does in regular ol’ Instagram.

Verified accounts you follow and accounts you engage with regularly are the first to popular ‘For You,’ followed by videos that are trending.

Trending content on our feed were videos with 50k-100k views. We can assume that just like the regular Instagram algorithm, IGTV puts an emphasis not just on total view count, but more so on how quickly those views are amassed.

Your existing followers are the most likely users to see your content when it first goes live, so to maximize engagement in the first 24-hours after you post it’s important your followers know you’ve posted to IGTV. Try utilizing Instagram’s other, more established features to promote your IGTV video.

Tease your audience in a 10-second story, or intrigue them with an image on your feed.

 

Take Advantage NOW!

Instagram TV fills the gap between YouTube, where users expect long videos but need to search for them, and Snapchat/Instagram Stories, where users are instantly fed content but only in bite-sized pieces. It’s a novel form of video content delivery, and it’s housed in an app that 500 million people check daily.

IGTV, at the time this was published, was less than a month old. But in that month we saw more and more videos being posted every day. It’s not too late to seize an early-movers advantage, but move quickly! Instagram is a powerful platform for anyone trying to build up their brand.

If you have questions on how your brand can re-purpose existing video content, or create brand new video content of IGTV, don’t hesitate to reach out!

The post The Only IGTV Article You’ll Ever Need appeared first on True Film Production.

From Scorecard to Success: How Setting Specific Expectations Will Lead You to Your Perfect Production Partner

When you begin your search for a production company there are a few things to consider: Budget, timeline, quality, communication…

But how do you know which company is actually right for you? Maybe this is your first experience selecting a production company and aren’t sure what to expect or where to begin.

The first step in hiring any sort of production partner should always be establishing a clear vision of what you want and what will be necessary to achieve it in a measurable way. A simple yet effective way to do this is developing a scorecard. This scorecard should consist of four questions with ideal answers detailing exactly what you expect from a production company. When you ask these questions, determine if their answers match what you are looking for, making it easy to figure out who is the right fit for you.

This method of expectation-driven interviewing allows you to see beyond flashy sales pitches and find a company that understands and can give you exactly what you want. For example, when choosing a new cell service provider, you determine exactly how many lines you need, how much data you need, and which device you want based on the features you need. This list of expectations helps you avoid selecting a package that might be a great deal but won’t provide you with the specific services you require. In the same way, a production scorecard helps you weed out the extras that may sound impressive but won’t add value to your production and allows you to focus on finding your specific wants and needs in a production company.

What is your process?

This question isn’t necessarily to help you find a process that works best for you, but rather to make sure a company has a production process in place that they are familiar with, confident in, and can communicate articulately. This step will help you rule out disorganized, inexperienced companies who will not be able to update you on the status of your project regularly. Ask them to walk you through their process on paper, ask them for an estimated timeline, ask them to set a clear expectation of what they will be able to do for you. If a company cannot make this clear for you right away, you’re likely in for a lot of going back and forth, wasting your time and money. The right production partner will make sure to set the right expectations for you, can tell you exactly what you can expect from them, and can tell you what you need to do to make sure your collaborative experience is flawless.

What are you really good at?

If a video production company replies that they are really good at video production, hang up. Asking a company what they’re good at gives them the opportunity to set themselves apart and show you what they’ve got that other companies don’t. If they are unable to identify and articulate areas of production where they shine they most likely aren’t worth your time. If they are able to dig deeper and list strengths that you’ve identified as must-haves on your scorecard, follow up by asking for specific examples of their expertise at work. Building your scorecard for this question is a bit different because you can be a bit more specific with your expectations. You want experts in a specific niche that matches your scorecard. More importantly, you want people that will understand how you work and what you do so they can sell your experience or product accurately on film. Set your specific expectations before speaking to a company so you know exactly what you’re looking for and won’t be tempted by a flashy showreel that has nothing to do with your project.

What are you not good at?

Asking what a company is bad at reveals something more important than any skill or strength: Are they honest? If a company either can’t come up with a weakness or humble-brags about how they “work too hard” they are lying to you. Every person, company, and brand has its flaws, and that’s cool as long as they don’t lie about them. As far as navigating responses to this question on your scorecard, come up with things that you absolutely need from your production partner and if a company is able to genuinely list some pitfalls without ruling out a must-have service they could be the company for you.

When (not if) I contact your references, what would they rate you on a scale of 1-10?

Actions speak louder than words so naturally a company’s work will tell you more about them than an interview alone will. Make it a requirement that companies provide you with at least 3 references who can speak to their process, professionalism, and quality of work. When asking this question, be sure to ask what their references will say when you call them, not if. Letting them know that you will reach out to references and will ask for a rating of their work might inspire them to be a bit more critical of themselves and, again, more honest. Obviously, on your scorecard, you’d prefer companies to consider their work high on that scale, but be sure to get a rating from their references to get an accurate idea of how well their work is received by clients.

Using this method of scoring production companies can give you control over an otherwise overwhelming process. There’s no denying the amount of work that goes into selecting the right production partner for you, but the results will always be well worth your time and efforts. Spending that extra time choosing the right company once will always beat working with someone who will make you look bad, waste your time, and not be able to give you what you want. Make your scorecard, spend time time, and get the job done right the first time.

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True Film Tuesday

TFT Care

If you follow our Instagram page @TrueFilmPro, you may have seen the Instagram story series we launched on Tuesday called #TrueFilmTuesday. If you do not follow our page, stop what you are doing and go tap that blue follow button. Fulfilling this simple request will unlock a world of quotes to live by, people that inspire us, some of our work and so much more. Lucky for you, we have anticipated some late comers and created a #TrueFilmTuesday highlight of the launch on our page. In this series, we will be focusing on one of our core values each week, going around the office to say what that means to us personally and sharing how we harness that value into our everyday work. 

Today, we would like to share with you why we began this series. If you’ve had the chance to poke around the True Film website, you may have come across our Core Values page. We think it’s one of the most important pages on our site because it shows the guiding principles of our work. Recently, we took a step back and decided that this page just isn’t enough. We do not want these core values to be one of many empty promises floating around the virtual world. We want to show you our core values are alive inside all of us.

We started this quest by asking ourselves some questions. Why are we doing what we are doing? What exactly are we offering people? What makes our company different? Why do we get out of bed and come to work each morning?

The answer to all of that is simple: We come to work to inspire. We come to work to rejuvenate brands and connect them with their target audience. This common goal unites us on a company and individual level. Finally, we concluded that sharing this internal synergy is vital to furthering the authenticity of our work. We have an insatiable thirst for human connection and decided to do this in a fun and transparent way.

At True Film Production we pride ourselves on our relationship based work ethic. Join us every Tuesday to see more of who we are, what we do and why we do it. If you like what you see and feel that our core values align with yours, we would love to work with you.

 

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Inner Beauty, Inspiration & The Triple Crown – TFP June 2018 Video Newsletter

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7 Must-Haves in an Impactful Startup Story

You have a great idea. You have a plan, people who believe in your vision, and the willingness to work through trying times to make your startup a success. Now, one thing stands between you and all of your goals: capital.

The best way to maintain momentum for your startup is to attain venture capital (VC). Scalability can help attract VC, but a startup that shows potential investors the value of their product will always have an easier time connecting with them. People invest in other people and their stories, so stop trying to sell a product and start selling your story. Use these seven pointers to plan your storytelling strategy for success.

Tell Your Own Story

No one knows the roots of your startup better than you do. So why pay someone else to do what you’d do best anyway? Skip the actors and voice-overs and get in front of that camera. People respond to personable, genuine human communication and will appreciate the face of your product being your own.

This also gives you the opportunity to evoke an emotional response from your audience. Your startup is likely something you feel passionately about and investors want to see that. Take time to verbalize this passion and work with your production partner to find the best way to capture it on film.

storytelling

Keep it Simple

Audiences have increasingly short attention spans, especially when they’re being sold to. In the case of a startup looking to gain investments, your best bet is creating a human connection to your audience fast. Don’t generalize, over exaggerate or over complicate your message. Be concise and clear with your story and tell it in a way that people can identify with. Catching the eye and interest of a potential investor quickly is crucial in the beginning stages of a company. Unlike larger companies, startups lack the recognizability needed to bring first-time viewers back to your website or social media. Gain their attention with your strategy and keep it with your story.

Engage Your Audience

Once you grab a viewer’s attention give your audience the chance to participate. Some of the strongest video marketing campaigns end each piece of content with an opportunity for feedback and participation. Provide a call to action for viewers, whether it be a social media hashtag to repost or landing page on your website with a prompt for viewers to share their own story. After they participate, interact with them. Respond thanking them for their input and showing them that you’re a real person engaging with them, not an automated message like they’d get at a larger company. People invest in people; the ability to attract great people is a major selling point to investors.

video production

Show, Don’t Tell

You could sit down in front of a camera and tell your story masterfully, but a face on a screen will never have as much impact as visual storytelling. Did you come up with the idea for your product while standing in line at Starbucks? Did you create your first prototype in your kitchen at home? Did you crash your car on the way to a pitch meeting with an investor? Every startup story has quirky, situational moments like these but your audience won’t respond to hearing them alone, you need to show them. Bring them into the moment and let them experience your story for themselves. Film in a Starbucks, show off that picture of you beaming in the kitchen, find a picture of your totaled car. Everyone is looking for something they can relate to. By bringing them into the little moments of your story, you encourage and allow them to make their own connections to it, connections that may inspire them to invest.

Don’t Sugarcoat It

Startups are riddled with issues. You’re building something from nothing, which could simply not be done without resilience, struggle, and some failure along the way. Don’t hide or downplay this struggle, show it off. You’ve jumped countless hurdles and now have something incredible to show for it, something that they can benefit from investing in. The reality is you’re not only competing with large companies like Apple and Google, but other startups as well. You need to showcase your undying passion and perseverance to prove that your company is the best place for an investor’s future.

Invest in Yourself

You may already have the resources to tell your story, but nothing will show a potential investor your dedication and confidence in your product more than an investment in yourself. You know the most enticing version of your startup’s story but you cannot tell it on your own. To reach the next level, you need to find the right people to help you tell your story so you can gain traction and growth.

Use these tools along with a strong sense of your story to create an impactful, honest video campaign for your startup. Pair your passion with the skills of a like-minded production company and watch the connections form before your eyes.

 

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3 Reasons You Should Have Been Live Streaming – yesterday

Livestream videos have rapidly become one of the most effective ways to communicate with an audience easily, quickly, and inexpensively. One of the fastest growing methods of communication, livestream is projected to more than double in growth by 2021 to become a more than $70 billion industry. And while many companies and individuals are under the impression that livestreaming is a niche service for gaming and beauty tutorials, livestream can benefit anyone in a variety of ways.

Whether you’re promoting a pharmaceutical company, a non-profit organization, or any other variety of things, livestream is accessible and relevant to you and your audience. With streaming services available on YouTube, Facebook, Instagram, Snapchat, Twitter, and several other social media and publishing platforms, you can use this function no matter what platform you prefer.

Live Streaming

The most widely used social media platform, with over 2 billion users to date, is Facebook. With their enormous number of users, it is no shock that Facebook has nearly perfected its livestream platform. Facebook makes it easy to begin a livestream video. With a click of a button, followers go behind the scenes of your company and hear information directly from the source.

Facebook has also created several livestream features that make it stand out among other platforms. For companies managing several Facebook accounts, there is no need to plan more than one livestream. With the addition of a Simulcast function, one livestream can be broadcasted across multiple pages by the page admin. Facebook also offers livestream for up to 4 hours per stream, surpassing its competitors and making itself the strongest platform for streaming meetings, conferences, concerts, lectures, and similar long-form events.

Advertising is Facebook’s bread and butter, so it comes as no surprise that they offer scheduled livestream promotions and reminders.

Facebook has exceeded expectations with its livestream service, providing in-app analytics for videos to monitor viewership and interaction after you’ve finished streaming. One of the final touches in making your Facebook livestream as useful as possible, is the ability to save your live video as a permanent post that can be used for marketing purposes months beyond the live broadcast.

With all of these features and even more on other platforms– such as Instagram’s ability to repost live videos to your story– livestream has clearly been developed to be user and viewer friendly. But how exactly can using livestream benefit you? And how can your production partner play a part in your livestream marketing efforts?

Live event

Cut Out Time While Keeping Quality

The quality of your published video, including the quality of your live video, speaks loudly of the dedication to your brand’s content. This is where your production partner comes in. Luckily, many platforms enable you to stream directly from high quality camera and audio equipment, elevating your video and helping to grasp a viewer’s attention. Furthermore, a livestream video will save you the time and cost of a post-production editing process with immediate publication to your followers. However, this investment in quality can enable your livestream to carry over to your future marketing efforts. By collaborating with a capable production company and investing in the quality of your content, your live video can be saved, edited, and repurposed for multiple marketing purposes.

Reach Your Target Audience

Despite the aforementioned trends of livestream being used by gamers and beauty bloggers, livestream content is being created and viewed by people of all ages and demographics. In fact, more than half of users between the ages 18-34 reportedly view livestream content daily, as well as 12% of users aged 55 and up. Additionally, live video has surpassed both long and short-form video in viewership, and viewers watching live video online rather than television are reportedly more up-to-date, well informed, and excited about receiving information. With all of these statistics leaning toward livestream, plus the accessibility and mobility of livestream, you can easily reach your target audience with a planned livestream. With the help of your production partner, establish a pointed production plan for your target audience and deliver content that your viewers will respond to.

Show Your Viewers The Real You

Livestream video provides a unique opportunity to show off your company’s unedited, unfiltered personality. This immediate communication allows followers hear from you directly and sincerely, and you should take full advantage of it. Before beginning a livestream consider exactly what you’d like to communicate, what you’d like your tone to be, who your audience is, and what they want to see. By collaborating with a production company that understands and supports your vision of success, you can harness the tools these platforms provide and make them your own.

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Millennials Apply For The Job, But Stay For The People

“Money can’t buy happiness.” A cliché we’ve all heard before, and one that’s proven true. Money won’t fix all of your personal problems, and it isn’t a silver bullet to eternal happiness. Professionally, however, different story. Right? Conventional wisdom has always been: better pay and better perks are the recipe to happy employees. But like most things conventional, millennials need not apply.

A company cannot grow without a team of employees who take ownership of the company’s future. Interviewing and hiring individuals who understand your brand, are motivated, and will not only respect but uphold the standards you have set for them is only the beginning. As an employer, keeping employees engaged and motivated once they’re onboard is as important, if not more important, than keeping your investors happy. Traditionally this meant promoting and giving raises to your best people. However, it has become apparent to employers across the country that millennial employees are simply not satisfied with a steady, well paying job. Millennials expect more than a paycheck.

A study conducted earlier this year by The Motley Fool revealed that the #1 reason younger employees were resigning from jobs was unhappiness with company culture and work atmosphere. This does not go to say that millennials don’t also desire high salaries, opportunities for raises, benefits packages, and job security. Rather, this means that the rising generation of professionals has added a bullet point to their list of professional wishlist.

This trend is apparent in businesses of all sizes. In a review of the popular YETI Coolers based in Austin, TX, a currently employee raved about the company’s culture above all else, saying “The employees take so much pride in the brand and company. Extremely passionate and talented people looking to make people’s lives more enjoyable! Collaborative, fun loving, and family oriented.” In this review, the employee rated Work/Life Balance, Culture & Values, Career Opportunities, and Senior Management all a dazzling 5 out of 5. This individual has chosen to take to the internet to rave about a job that presents them with values and opportunity over money. YETI’s strong sense of millennial culture and partnership and support with its employees has proven to outweigh its employees’ paychecks.

However, not all who try succeed. Among Glassdoor’s Best Places to Work for 2018 are Facebook, Google, and Microsoft. Each are cited as offering employees generous salaries and benefits packages, including paid maternal and paternal leave, health insurance, and an abundance of paid time off. However, the three lack opportunities for professional growth, like Facebook’s offer of lateral shifts but lack of true promotional opportunities. Perhaps this is the reason that these three companies are cited as having retention rates of 2.02 years, 1.9 years, and 1.81 years respectively, according to Business Insider.

It’s easy to say “This is just how it is” and proceed as you are, simply hiring replacements when a millennial jumps ship. But turnover is a major drain of time, energy and money. Retaining quality employees makes your job easier, your company culture stronger, and your likelihood of success greater. Instead of anticipating resignations, strategies for retention by establishing a list of values and a plan to put them into practice: rewarding strong employee performance with recognition in addition to money, and requesting feedback often.

Core values that matter

Having a set of meaningful company values will set you apart as an employer. These can be as simple as “Care,” and as complex as “Human Connection,” but the idea is to show employees that you value them, their work, and their time. Choosing values that align with your brand is your first step toward creating connections with your employees. Putting your values into action is the next. Purposeful internal communication and an office environment that reflect your values will foster genuine investment amongst your employees.

Rewards that reward

Rewarding your employees can be as simple as congratulating them on a job well done in a way that their co-workers can see. Pride will push young, driven millennials to work harder and achieve this praise again while simultaneously encouraging the rest of your employees to work harder and receive the same reward.

A more discreet way to reward employees is to show that you are aware of their interests. This can be as simple as planning a brief, daily meeting or taking time to catch up with them during lunch. Humanizing yourself in this way will give millennials the feeling of connection to their workplace, create a friendly and welcoming brand identity, and likely convince them to stay with your company long term.

Opinions that are heard

Requesting feedbacking from your employees will not only provide you with an outline of what needs to be improved, but will also let them know that their voices matter. Ask your employees why they chose to work for your company. Was it for the title, the pay, the company culture, or was it just an open position? Do they believe you have their best interest in mind or do they feel they deserve more from you? Do they believe they are receiving adequate benefits and compensation for their work? If not, what would they like to see change (aside from the expected request for a pay raise)? Do they feel like you genuinely value them as an employee and individual or do they feel like another cog in the machine?

Double down

The happiness that your millennial employees are seeking is not found in material things, but rather in the human connection they find with you, the employer. Finding the right balance of personal and professional can prove to be a challenge, but once you find it, your employees will notice. The next step is showing the world your employee-minded approach to business. Let this sense of connection and care be the forefront of your brand, because the key to keeping millennial employees engaged and happy isn’t perks, it’s people.

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Putting Care Back in Healthcare

When selecting a new healthcare provider, there are many factors that you consider. Do they accept your insurance? How far is their office from your home? Are they board-certified? Are they even accepting new patients?

For many Americans, these questions are important, but not deciding factors. According to Becker’s Hospital Review, the amount of time a physician spends with each patient is extremely or very important to 80 percent of Americans when choosing a provider. This expectation of healthcare professionals to be attentive and friendly above all else is testament to the consumer demand for community based experiences.

The same study by Becker’s Hospital Review revealed that a negligible 8 percent of Americans mention a “knowledgeable” physician as an important factor in what makes a high-quality physician. This means that no award, certification or professional testimonial will overrule bad bedside manner in the mind of the modern patient.

Healthcare

This does not mean consumers disregard quality care. Rather, they crave quality through personal, meaningful connections with their care providers. Modern practices and shining reviews may bring customers to your office, but human connection and empathy are what will keep them coming back and referring others to you as well.

Patients want a doctor who cares and is willing to take time to listen to everything they have to say. They want the best technology and modern approaches, but more so they want a doctor who they can trust will be thorough using those tools. They want a front desk staff that knows their name. They want to find a genuine human connection.

How can you show potential patients and clients that you are the provider with the latest technology, most effective practices and most personable staff? With impactful and medically appropriate videos displaying both your professional chops and personal touches to show viewers that you know what they care about and that you’re willing and able to give it to them.

The tools in the production world today make this easier than ever. With 3D medical animation, and innovative storytelling techniques, members of the medical community can now educate their target audiences with impressive and meaningful content. Whether your intent is to sell a product, attract new clients or establish yourself as an established member of your medical community, you are always selling an experience.

The experience that you choose to sell can vary based on your goal. If you are looking to show your compassionate, caring nature, consider a video to introduce your team to clients. Go the extra mile by providing footage of them interacting with patients in the office. After this, consider requesting video testimonials from said patients regarding your attention and care in the office.

Testimonials are a tool that can be used to sell products as well. Rather than having a medical professional or robotic voice over rattle off information on your product, ask a satisfied client to speak on his or her experience. This not only shows that your methods are successful, but reinforces the sense of community that consumers are looking for. The most personal your promotional content is, the more consumers will relate to it and seek more information and services.

Providing this type of genuine care and receiving the recognition you deserve begins with you and your staff and continues with the client, but always comes back to you.

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Trust Your Production Partner, Save Time and Money

A key part of the production process is client feedback.

If a production company doesn’t consider, value or apply your creative preferences then they’re not doing their job properly. However, there’s a reason you hired a production company! These are the people who know what it takes to create a product that will benefit your company and make you look great. Every decision made by the post-production team serves a purpose and took valuable time to execute.

One of the most common and time-consuming complaints production companies receive is that a client does not like the music selected for a video. Video beginners are unlikely to know that an editor listened to dozens of music samples to find one that matched the tone and feeling of your video. The editor may have even spent part of your budget purchasing the rights to the music. After carefully selecting the song(s), your footage was specifically edited to follow the pace of the music – a process that can take hours to an entire day.

Production Partner

While changing the music seems like a quick edit, for professional video producers this results in a complete re-edit of your piece. No matter how similar the new song may be, the footage was cut specifically to match the original song and a change could put everyone behind schedule.

As a client, there are several ways to avoid moving backwards in this way.

First, and most importantly, communicate early, often, and in detail. Should the piece be upbeat? Do you have a certain aesthetic you’d like to fit? Will you want graphics or animation? Who is your target audience? The more information you provide at the start of a production, the less edits you’ll need later on.

Next, provide your producer with as many references you can. Send the link to that commercial you really like. Send images of locations and graphics similar to what you’re picturing for your video. Provide as many examples of things that you like to avoid a rough cut you don’t approve. Your production partner should ask you for these samples, but if they don’t then you should take the initiative.

On a similar note, let your producer know if there is anything you absolutely do not want in your video. If you absolutely hate a certain editing technique or genre of music, let your producer know early so they can inform your editor before they devote hours to something you knew you wouldn’t like from the start.

Finally, trust your editor. They’ve done this before, odds are they’re making decisions based on what has been successful for them in the past. While editing may seem simple to you if you’ve never done it before, it is a complex process that takes years to learn and master. Have a little faith that the person you hired to create your video is making the right choice, even if it may not be the one you expected or would have made yourself. It will pay off in the end.

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