A 2010 Super Bowl commercial re-ignited Betty White's career. See how the rules of game day advertising can be applied to your online video marketing.

This afternoon, Super Bowl 46 will be held in Indianapolis between the New England Patriots and New York Giants, re-igniting a fierce rivalry between the two teams. And while many people tune in to catch the touchdowns or the half-time show, a highlight of the game every year for many is the commercials. Thousands of people tune in to see what creative and interesting ways companies will promote themselves in 30 second slots throughout the game. The best and most memorable commercials will stay in the media conscious for weeks to come, and be talked about around water coolers across the nation. A Super Bowl commercial even revived the acting career of Golden Girl Betty White, who starred in an advertisement for Snickers and has since appeared in movies, hosted SNL, and even has her own television show.

Buying a Super Bowl ad isn’t cheap; it costs 3.5 million dollars for a 30 second time slot during the big game. This means that companies have to make the most of their airtime, and so a method has been perfected to create the most effective commercials. Many of the tools used by these big corporations can be applied to your business, especially in online video marketing. Here are a few things Super Bowl commercials do that you should consider in social video marketing for your company:

Keep it Short: 30 seconds doesn’t seem like a lot of time, but a good commercial tells a complete story and gives the audience an understanding of the product in only half a minute. An online video doesn’t need to be quite this short, but somewhere between one and a half and two minutes is recommended. This gives you enough time to introduce your business to prospective customers, but is short enough to ensure that they watch the video until the end.

Be Selective With Your Information: The purpose of an online video, like a commercial, is to provide enough information about your company or product so that a viewer is interested in learning more. But avoid too many fine details, long winded speeches, or an overwhelming amount of text, as it can be off putting to a viewer.

Make it Engaging: No matter how wonderful your product is, if people forget your advertisement, you’ve wasted your time and money. And with $3.5 million on the line, the marketing experts behind Super Bowl commercials know how important it is to make it engaging. For your social video marketing, the keys to keeping it interesting include a high level of technical skill, quality video production, and showcasing your product or services in a unique way. Many viewers are drawn to humor if it’s done well, but this isn’t the answer for every business video.

Use the Internet to its Full Extent- This year, every Super Bowl commercial is linked to a Facebook page, Youtube account, or Twitter feed. Even with a viewing audience of 111 million, companies know there are still millions more that can be reached online. This dedication to getting their brand out there is exactly what your company needs to be thinking about. Having video on one website isn’t enough; think about linking it to your Facebook, Google +, website homepage, or Youtube account to get the most of your social video marketing.

So whoever wins the big game today, watch the commercials. Pay attention to how this year’s commercials adhere to tools and suggestions in this post, and see if you can use any of their creative solutions for your business needs.

Making two videos was essential to the success of Arch Painting’s marketing campaign. Commercial and residential clients are looking for very different capabilities from a painting company. A residential home may be concerned about the painters’ cleanliness and friendly attitude, where a business may need the painting to be done quickly and for the paint crew to work seamlessly within the space while business continues as usual. Combining these specific needs into one video would force the company to leave out important information that could, in turn, lead to missing out on important clients.

If your company’s client base is broad, sometimes one video for your website or social media pages isn’t enough. If you try to reach every group of customers in one clip, trying to include all the necessary information will lead to the video being too long. Online customers are not the most patient people, and probably won’t wait through a 15-minute video to learn what they need to know about your company. On the other hand, if you cut out too much information to shorten the video, you risk viewers not learning enough about how wonderful your company is. By breaking the information down into several shorter videos aimed at specific clients, the information they need is presented in a simplified way, making it more likely they will learn about all the advantages of your business.

If your business has a broad client base, talk to Skillman Video Group, and we’ll work to find the best way for you to reach each and every one of them.

1. Keep it short: The final video will be around two minutes in length, which is a good length for what I wanted to do with the video; introduce SVG as a company. While it can sometimes be frustrating to limit yourself to a short video, in the long run it will be beneficial to the success of the campaign. People are more likely to retain the information from a short video and seek out more about the company on their own, rather than get lost or bored while watching a long, in-depth video showcasing every detail of a company.

2. Make it engaging: It is important you find a way to keep viewers interested and leave them wanting to know more. For my video, I decided to capitalize on something very relevant and almost universally recognized; superheroes. The central character of my video will be “Skillman Video Girl” a crime fighter with the capacity to fix any business online marketing blunders.  Superhero movies have dominated movie theaters for the last decade or so, with reboots of Spiderman, X-Men, Batman, and a ton of others. By working with this pop culture phenomenon, viewers online will recognize the motifs and can automatically associate with the video.

Also, the piece doesn’t take itself too seriously, with a few tongue-in-cheek jokes aimed at the major themes present in these movies. By playing with comedy within the superhero genre, the video is engaging and entertaining, keeping viewers tuned in an interested in learning more about Skillman Video Group.

3. Focus on what you want to say: Since you only have a few minutes, you need to know exactly what elements of your company you want to focus on. SVG offers a variety of different video marketing ideas, from how-to-videos to videomercials, and each of these categories has its benefits. Pay close attention to what you want customers to come away with. Do you want them to have a better sense of what your company does? Or do you want to showcase your beautifully crafted products? Once you figured out what your focus is, SVG can help you choose what style of Social Video Marketing best supports your goals.

For my video, I wanted something that would draw prospective customers in, and give them the tools to learn more about the company. The video provides enough information for clients to understand what Skillman Video Group does and who would benefit from their services, along with highlighting the name of the company to increase customer retention.  Video is an entertaining form of information gathering, and so rather than bog down the video with a lot of detailed specifics of what the company does, I decided it would be better to emphasize the most important things, to peak interest and lead people to our website.

4. Have some fun!: Remember, this is your chance to engage with potential customers. So no matter what type of video you decide to make, keeping it light and fun will help you enjoy the process, and improve the final video.

Check in soon to see the final video, and to hear more about the production!

The biggest of these upcoming award shows is the Oscars, which will be held on February 26th. For the second year in a row, the nominations for the prestigious awards were announced live via Youtube. This year, the use of mobile devices to watch the announcement was at it’s peak; the availability and popularity of smart phones allowed more people to follow the broadcast regardless of where they were located. As a result, the internet played a much larger role in the announcement than the televised event.  After the nominees were announced, people flocked to social media sites to share their predictions and expectations for the show. To add to the online social interaction element of the event,  Facebook and NYTimes.com are teaming up to create an interactive online ballot for the Academy Awards. The ballot will allow participants to select their choices for winners in the various categories, and the on the night of the big event, track how their votes stack up against friends and even celebrities. This is an exciting way for fans to participate in the big event, but the plans for next year are even more high tech. In fact,  the Academy of Motion Pictures Arts & Sciences has decided to move forward with a completely electronic voting system for the 2013 Academy Awards.

The Oscar’s aren’t the only way Youtube is getting involved with the film industry this year.  Starting February 2^nd, the video site is launching it’s largest film festival ever, called Your Film Festival. Anyone 18 years and older can submit a short film (no more than 15 minutes) to the social video site, and 50 semifinalists will be chosen by Scott Free Productions (Ridley and Tony Scott’s production company). Those 50 short films will be hosted on a youtube channel, where viewers will vote for their favorites. The 10 films with the highest amount of votes will be flown to the Venice Film Festival, where a winner will be chosen and awarded $500,000 to produce a movie with Scott Free Productions. This film festival is another example of how the internet can create a level playing field for businesses (or film makers) of all levels. Having worked for a film festival, I have some idea of how expensive the processing of a blu-ray or 35-mm film can be, even for a short. By allowing participants to post their work directly to the internet, allows small production companies to be considered for an award.

Even if your company doesn’t have a red carpet and golden statues, you can still take a page out of Hollywood’s book and improve your online business.

The stylistic choice for this instructional video was  shots of our talent, Lauren,  putting up the wallpaper in her

SVG Creative Director & Principal, Christina Skillman, directing the talent!

“room”, and a narration recorded separately to be added in later. The video covered the most common issues a homeowner might have when installing wallpaper, such as insuring the first sheet is straight, successfully navigating around a corner, and working around outlets, light switches, and doorways.  A scripted narration is a great option for a how-to video; it ensures that the instructions are succinct and easy to follow, and takes the pressure off the on-camera talent to get the information out and allows him or her to focus on doing the job right.

Once again, a video like this can be a great way to introduce potential customers to your company. The use of a real customer like Lauren with the straightforward instructional narration gives the client a look at the beautiful wallpapers Brewster Home Fashions has, and the simple, stress-free application of the product.

This two-day shoot was a success, and the “room” looked fabulous after it got a makeover with a fantastic Brewster Home Fashions wallpaper. We were able to shoot some more footage for our “behind the scenes” video, which will give people a glimpse at the process from start to finish. Check in soon to see the final product!

Former SVG Intern and current SVG Set Designer & Assitant Editor, Chris Plummer working on the set!

A how-to video like the one for Brewster Home Fashions will be a great viral marketing tool for the company.  Many people turn to the internet for tips on everything from making the perfect souffle to installing a car radio. Putting a video demonstrating  proper wallpaper installation on Brewster Home Fashions site will draw frustrated homeowners to their website, and when they see the professional demeanor of  the company, as well as the beautiful wallpaper they create,  the viewers will be more likely to use the company for their business in the future.

SVG worked closely with Brewster Home Fashions and Hollywood  set designer (and former Skillman Video intern) Chris Plummer to conceptualize the perfect set for their shoot. We put together a mock room made up of 6 drywall flats, including a door, light switch, and outlet to replicate all the challenges a homeowner comes across while their putting up their wallpaper. We painted the “walls”, and put together some furniture pieces so the video feels like a real room.

Skillman Video Group also shot some footage for a behind the scenes video of the set construction. Check in soon to see the process, and what the final set looks like when Brewster Home Fashions has installed the wallpaper!

Big things:

When I took the internship I wanted to make a marketing video for SVG that was more ambitious and cinematic than their previous videos. I brought my skills as a set designer, contacts with actors, and access to cinematographers and wardrobe stylists together for the Old Timey Marketing project. I’m quite proud of what I did, and it is helping us find new clients. I think it shows that SVG can make movie-like videomercials for clients that want to stand out.

I had the privilege of attending a Muslim Ramadan service in Chelsea when SVG shot a fundraising video for a community center. I’m not a religious person, but it was still a powerful, moving experience. And we shot some amazing footage. I doubt I’ll ever have another opportunity to go. You can read all about it here.

Social Media does work for SEO. Our page rank has risen, which is good. Getting people to follow you and comment is tricky, no matter how good the content is. I looped in a few new subscribers and I think it’s paying off. Read all my posts here.

Small things:

Managing a multi-platform social media campaign is not that difficult. A few hours a week. More businesses should do it.

I discovered many interesting social media and viral video campaigns and got to blog my analysis of why they work. Some interesting and inspiring ideas.

Anchor links, micro sites, pingbacks, landing pages, etc.

I got a much needed brush-up on Final Cut Pro and Soundtrack.

I hadn’t used a Lowell lighting kit since college, so I got a valuable refresher course on lighting from Andrew, our usual Videographer.

Now that I’ve attended client meetings I can add actual “agency experience” to my resumé.

Until you ask, the answer is always “No.” Most people are really happy to help you out with locations, props, wardrobe, camera, etc.

I’m excited that I’ve got these new skills that will propel me into new career choices. Thanks SVG!

Here at Skillman Video Group, we know that word of mouth is one of the primary means through which people receive information about new products. Generally, consumers trust the opinions of their friends, family, and co-workers. If your friend strongly recommends a certain restaurant, you’re probably more likely to dine there in the future. Similarly, if your friend recommends that you watch a particular online video, you’ll likely check it out.

With the increased emphasis on sharing content, creating an excellent video that will keep viewers entertained is now more important than ever. It can be a daunting task to produce a video that people will want to share with their friends, but fortunately for you, Skillman Video Group is up to the task! Whether you’d like your video to be humorous and informative, or formal in nature, our team of experts will ensure that you are completely satisfied with the finished product.

Keyboards on the wall?! It must be the future! SVG saw the future of marketing on Wednesday at FutureM.

What is FutureM?

A looking glass into the future of marketing.

Who’s at Future M?

Skilllman Video Group.

Shopximity invited SVG to tape their presentation at Future M, a marketing conference held in Boston focusing on the impact of technology on marketing. They asked us to shoot, edit, and upload a video of their presentation in 24 hours. They wanted to get the video up while the conference was still going on. It’s like a well-produced video tweet from Shopximity. For us it felt like a 24 hour race made possible by technology and our experience in fast production.

The SVG produced video should be up today. The idea of video at the speed of twitter is especially interesting to us. Instant video production might be perfect for clients who want to post while traveling or at events or any situation where time is crucial. With the world becoming more instantaneous, more 24/7, getting the word out about your company or event with near-instant professional video from anywhere will be expected. And it has to look better than the usual talk-into-the-webcam stuff you see on YouTube.

We’re going to stay ahead of this trend and keep providing fast, high-quality content.

This conference was the perfect event for us to tape. SVG believes strongly in pushing the boundaries of marketing. That’s why we embrace an integrated approach to video, social media, SEO, web design, and so on. Shopximity presented ideas about mobile technology as the new frontier of marketing. They have plans for integrating video content and interactive shopping on mobile devices. We’ll have to keep an eye on where this interactive mobile video marketing goes too.

Stay tuned to SVG’s blog for more insights into the future of video marketing.

UPDATE: Watch the video on our channel.

Non-Linear Editing in its purest form.

“You make three films. There’s the film you write, the film you shoot, and the film you edit.”

-Ancient Filmmaking Proverb

Shooting a video or film is unglamorous. It is an inherently structered, regimented, slow, and tedious process. On set you aren’t creating, just following the instructions laid out in the script: a shot from this angle, a line from that actor. The real creative inspiration comes from the writers, while questions of structure, pace, and taste go to the editors.

Imagine: the writer finds the diamond, the director digs it up, and the editor cuts to find the natural beauty. It’s much the same for social video marketing as it is for film.

We shot our own video commercial a few weeks back. You can read about the shoot here. On set we worked to cover the angles and actions laid out in the script. Apart from lighting, however, there was very little creative energy. Putting the pieces of the puzzle we shot together in the editing room, however, proved to be great creative fun.

The first thing I noticed, after the painful transcoding and backing up process, is how many things we shot that didn’t work. Sometimes it’s continuity, sound, framing, performance, etc. Most of the time it’s pacing, especially in a marketing video. You only have a couple minutes to hook your viewer and tell a story; beyond that you bore them, especially in the age of countless kitten video distractions. I started with a three minute cut and struggled to trim it to a taught two minutes two seconds at a time. the cuts always seemed to be my favorite shots. They just didn’t fit when I reduced the piece to it’s essential parts.

Perhaps I’ll come up with a 3 minute “Directors Cut Special Edition.” Then again, the edited film is better than the ones I wrote and shot. The boundary of running time helped.

This is why SVG shoots so much footage for our clients. We want to bring many pieces to the editing room so we can use only the best and most essential ones in our final cut. We spent two days shooting at the Al Huda Society and boiled the footage down to two minutes. Don’t be surprised when something we shoot for your company doesn’t make the cut.

With Non-Linear Editing technology powerful enough to do almost anything, the artistic choices an editor has are nearly limitless. (If you want to see that power used poorly check out this behind the scenes video of the first Star Wars prequel.) Then there is sound editing, mixing, and visual effects. You can do anything you want nowadays, but it’s often best to stay within boundaries.

That’s why production companies like SVG exist: To collaborate with clients on branding and content, go through the process of shooting, and craft everything into a cohesive, snappy social video.  That’s in addition to technical editing expertise with encoding for the web, uploading with a CMS, printing DVD’s, and so on. We have the experience and expertise to quickly turnaround a final cut.

I’ve hardly scratched the surface here, but I thought I’d share some of our experience editing at SVG.

UPDATE: Watch our new Videomercial on Youtube.