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video production Archives - The X Gene

A golden Mercedes Benz

Why Go Pro Video: The Reason it Costs What it Costs

By | Marketing, Technology, Video | No Comments

Here’s the thing about video – anyone can do it…but only professionals can do it well.

I’d be a moron to dismiss or ignore that as digital swept through and technology got cheaper, making videos became more accessible. A smart phone today will shoot some pretty nice footage (I like how the iPhones oversaturate). This all means businesses promoting themselves can have the same sort of fun with video that we have every day.

My job as a producer at a Melbourne video agency is to make content that promotes businesses, not-for-profits, individuals – anyone with a message. The challenge is finding a place for ourselves now that anyone can afford the basic tech.

Some companies have decided to go for bulk. Buy or build a studio (because that’s something harder to get) and pump out a huge volume of video content at a cut-throat rate. It works for these companies, but they’ll freely admit they are missing one thing: quality.

The X Gene has gone a different route. We’ve moved away from cheap. We come in when our client wants a premium product. A potentially lucrative contract with a big international firm? A line of clientele that take part in the finer things in life? A large audience, a large investment, high stakes? These are the types of things a little clip in a poorly green screened studio won’t help.

If you want big returns, you need high quality. That’s The X Gene. High-end cameras, complex lighting and audio setups, multiple edit suites and specialised post-production software – yes, we have all of that, but we also have something far superior: the years of experience and proven talent to utilise all this creatively. We create the best videos we can, and then push ourselves to do better.

That’s what you’re paying for when you get a video made with us. That’s why it costs more than the quick and dirty alternatives, or the overseas options from sites like freelancer.com. I’ve heard business owners in seminars talk about getting a video done overseas and not being happy with the result. They end up making three or four mediocre videos that probably cost them more than they budgeted for anyway. I’ve also been proud to see other owners and our clients show off a premium video and say it was a bit more expensive, but the results speak for themselves.

The old cliche is true; you get what you pay for. With all this talk in the news of Australia needing to accept it can’t compete on price when working against nations four to ten times cheaper, I hear a constant refrain, “IP and value added skills and expertise are the way forward.” That’s us. Quality in a service industry, making excellent content to make you cut through and stand out. That’s why you go pro video – to be better than your competitors. We strive to be better than our competitors, so who better to team up with to take over the world?

Data on how audiences react to video content

DIY + Professionally Produced = More Sales, More Happiness

By | Advertising, Research, Technology, Video | No Comments

Sales and happiness aren’t necessarily one in the same, and conversion is the preferred industry term, but isn’t happiness better than sales or converting? Yeah, agreed.

At The X Gene, we produce videos to make people happy, but ultimately to get our clients sales, conversions or just getting a thumbs up. We’re completely aware that with technology advancing and prices for that tech falling, folks can make videos at home or in the office. Obviously, we’re really good at it and would prefer to do it for you, but ignoring the growing trend of DIY would be insane. Our producers actually come out and consult with companies around Melbourne, giving them hints or showing them even more cool stuff out there.

It turns out, when you combine us with you, the results are even more impressive than just DIY or pro video production on their own. That’s marriage, baby, and it’s happy.

This study by comScore and EXPO found that offering viewers and potential customers both a user-generated video along with a professionally produced how-to video, the sales, conversions and happiness increased way more than just one or the other, alone.

So, chat with us to combine your DNA with ours, and we’ll make a beautiful conversion sales happiness baby.

LINK: comScore Study Finds Professionally-Produced Video Content And User-Generated Product Videos Exhibit Strong Synergy in Driving Sales Effectiveness

Effectiveness of video and ads online

Length, Placement & Rolling Over: How Do You Perfect A Video?

By | Advertising, Research, Video | No Comments

We know video is the best one of all the ones. Radio is audio. Design is static images. Copy is reading word. Video combines all of those, and moves! C’mon!

Still, proof is better than jabbering unfounded, so we’re gonna show you some examples not only of the effectiveness of video, but how to achieve the optimum effectiveness. (Hint: it’s half science, half art, just like The X Gene)

The Interactive Advertising Bureau is like our mothership. Their research council undertook a study to see just how long a video should be, and where the best place to pop it is. Here’s a quick overview, but click the link below to see the gritty details:

  • 15 seconds appears to be an optimal length for digital video creative in the pre-roll position. 5-second spots had trouble conveying a message; while 30-second spots risked turning off a viewer waiting to watch something else.
  • 30-second spots do well at conveying a complex or emotionally resonant message, but work best in user-initiated placements (where the user must take an action, like clicking on an ad or rolling over an in-text link, to begin playing the ad) where viewers display more patience for long messages.
  • Pre-roll, in-text, and in-banner video ad placements can all contribute to achieving the goals of a campaign; however, different placements may perform optimally with different creative lengths.

LINK: IAB Digital Video Ad Effectiveness Case Study