The Definitive Guide to Video Marketing
A Primer on Uploading and Distributing Videos
Now that your video is done, some of the most important work still remains
It’s easy to celebrate the completion of your new video and think that it will now magically get seen by the right people. But this is generally not the case. Knowing how to distribute your video is essential to making it work hard for you.
How do I decide how to distribute my video?
There is no one answer that fits everyone. That’s why we’re providing some quick tips on uploading and distributing your video. Following these will help ensure that your video gets the maximum return on your investment.
Where can I distribute my video?
Here are some ways:
Your website. Sometimes it can go in multiple places, so don’t let just one location suffice if it is suitable for more. (Example, a company introduction might go on your home page, product page, or recruiting page).
Your Vimeo or YouTube channel. You should have these for increased distribution.
Facebook. Decide if you want to upload to Facebook and get more views, or embed to Facebook from another platform and keep the traffic going to the same place.
Instagram (must be 60 seconds or shorter).
Emails (to clients, employees, board members, donors—or whomever you’re trying to reach).
Should I host our video on Vimeo or YouTube?
Vimeo and YouTube cater to different audiences. If you’re primary goal is reach, YouTube might be for you. But if you want higher engagement and a better user experience, Vimeo is the right choice. We use both for varying reasons and projects, but prefer Vimeo because of its higher quality player company values.
How to download videos from Vimeo
1. Visit the URL where the video is located.
2. Click the “Download” button and download in “Original” quality.
(Ask Vimeo account owner to change settings if no button exists)
Tips for uploading videos
Be strategic about which platforms the video is uploaded/embedded to.
Uploading vs. embedding can be a complex decision that should be discussed by a team before distributing any video content.
Uploading is the practice of hosting video data on a service site (Vimeo and YouTube are most common). The video will be distributed from where it was uploaded—passing any data and value to the upload platform.
Uploading a video to two or more locations will split the traffic and decrease the perceived value and significance of the project.
Embedding is the practice of “adding an object from another website.” While the video is still uploaded to a hosting site (for example: Vimeo) the video object appears on the website on which it has been embedded. Data and value are still passed to the upload platform, but the visual occurrence passes to the embed location.
Embedding a video to two or more locations will maintain the data and value for all the occurrences since the video is still hosted in only one location.
Deciding which video is posted or embedded on which platform(s) depends entirely on the project content, subject, and goals. These decisions should be clearly thought out and communicated.
For a basic example:
Uploading a video to Facebook will get more interaction and views, but is a much less robust marketing tool as the system is designed to help Facebook before your business.
Embedding a video on Facebook will get less interaction and views, but it will pass rank and traffic to a more robust hosting site.
Uploading a video to Vimeo will be much less likely to get interaction and views, but the hosting platform is built to help your business and the viewer community—making this an ideal platform for sharing content with people who want to see it.
Embedding a video from Vimeo produces a high-quality player and product to display the video, however, videos embedded from Vimeo are not passing search ranking on to the video content.
Uploading a video to YouTube can be an effective way to get your video found by strangers, but the platform is built for Google to sell; small videos can easily get lost in the barrage of other content.
Embedding a video from YouTube provides a lower-quality player and product, but the views and interaction will more improve your search ranking for the topic.
There are many scenarios and strategies to discuss. With so much time invested in each project, it’s important to place similar time and importance on the distribution of the video, to get the most from your investment.
Always upload videos in the highest quality available.
The general standard for uploading is 1080p, however, 2k-4k+ quality videos are becoming much more common with recent advancements in technology. When you upload a lower quality version, it will not look or sound its best. This is exacerbated when shown in larger venues and reflects badly on the team.
A good title will follow the goals of the project. It may be more descriptive or more emotive depending on the project. Generally, the more targeted the audience, the more targeted the title.
1. The authentic video company that posts their demo reel to Vimeo and host on their already popular website.
They title the video: “Real” Because it says so much about the company in so little time.
2. The teacher who wants people who search for “Adobe Premiere tutorials” on Google to watch his video on YouTube.
They title the video: “How To Get Started with Adobe Premiere Pro CC - 10 Things Beginners Want to Know How To Do” Because it is a functional title that specifically targets beginning users of Premiere Pro CC.
3. The owner of Denver Doughnuts who posts a video to social media wanting their customers to learn about new offerings.
They title the video “Denver Doughnuts – Our 2018 Menu Explained” because it balances functionality and feel.
Keep descriptions interesting and concise. Link out to contributors or relevant websites.
There are 65 million refugees on earth right now. The most in recorded history. There are 31 refugees from 5 different countries who train in the Ngong Hills of Kenya as the Athlete Refugee Team (A.R.T). This August 2017, five of the athletes will be at the world athletics championships in London. Go see them run and proudly represent and provide a symbol of hope for the 65 million refugees worldwide.
Thanks Ladi Demko, Olivier Bernhard and Feliciano Robayna for the opportunity to shoot this amazing story and for the support your company has given to these athletes.
Add as much information as possible to the informational fields.
Closed captions (CC)
Genre (ex: documentary, lifestyle, etc.)
Adding information can improve platform understanding of how to sort and show videos based on user search and interest. As many details as possible should be added to each piece of content. This will help your content get found and viewed by the target audience since hosting platforms use this data to decide which videos to show certain users.
Always include closed captions and/or subtitles.
People frequently watch videos without sound, so we strongly encourage use of subtitles and/or CC. We typically add these at negligible if any cost to videos we produce, but it’s always important to double check so you can reach the maximum number of users.
Consider removing the download button for more control over content distribution.
A common problem is content being downloaded in a low-quality format and then being uploaded to platforms. Consider removing download capabilities in the video settings to minimize the probability of lower than “original” quality content being published.
Create thumbnails that sell.
Thumbnails should be designed and supplied with each video project, as they are vital to a healthy click rate. Check your thumbnail design to be sure it works well in the smallest application—like on a mobile phone.
If the original thumbnail is not easily available/accessible, use Daniel Ehniss’ tool to download one.
Paste the URL of the video into the search bar and download the thumbnail in the highest quality available (likely the default).
Upload the thumbnail to the video platform and ensure that the change has correctly taken place upon upload.
You don’t have to be the expert, but you should call on one if you need it.
How a video is distributed is paramount to the success of your project. Strategies should be discussed at the start of the project and improved throughout its creation and launch.
The number of variables for each project is an overwhelming and complex task to discuss. If you do not have someone experienced in this, contact Christian@CMBell.com for help distributing and uploading your video content to get the maximum return on your investment.
You can grow your business
There’s no better way to bring your mission and values off your walls and into your halls than by showing your leaders and employees walking the talk.
And there’s no better communication tool than video to build a values-driven culture. Video can capture symbolic moments in which people bring values to life in authentic ways—and spread the role-modeling throughout the organization.
While colors are trending towards bright, vivid hues, the hard-working neutrals—white, gray, black, and brown—have a staying power because of their flexibility. They might not be your favorite color, they don't tend to steal the show, they aren't usually even noticeable, but they are the bedrock of strong design.
Custom Video Packages to Grow Your Business
Video is more likely to be viewed and remembered than all other media. It’s powerful, easy to share, mobile-friendly, and suitable for many different types of uses, from in-person events to social media.
We offer several video packages designed to grow your business and build your brand.
Build your brand internally and externally with the most effective tool available: video. This package can take many shapes—from showcasing your produce or service to a CEO message that unpacks the most powerful ideas behind your brand.
Mission, vision and values
Video is exploding as a tool for inspiring employees and customers with your company’s mission, vision or values. And for good reason: As Simon Sinek says, people don't buy what you do, they buy why you do it. Starting with the "why" is the best way to inspire both sales and employee engagement. This video package can feature your own employees, customers or donors talking about what your mission, vision and values mean to them—and brings your aspirations off the shelves and into the lives of real people.
Studies show that today’s consumer trusts his or her peers more than they do experts. So parlay this into making your business more successful by showcasing how you’re helping your customers. In this package, we capture a series of customers on-camera sharing their own experiences about why they love your company.
Ads aren’t the only way to engage your customers. Stories that show—rather than tell—what you’re about, why your work matters, and how you’re helping others create a powerful connection with your viewers. This package is ideal for showcasing stories that reveal compelling truths about your business.
Promote a service or product
Opening a new business? Launching a new service? In this video package, we showcase your product or service in ways that compel viewers to buy from you.
Need to explain a new service? Help customers get answers to common questions? Create content that establishes you as an online expert? Our explainer video package features whiteboards and similarly styled videos to make complex subjects simple and easy to follow.
CMBell offers individual custom videos in a wide variety of price points and styles—as well as the packages listed here.
You can grow your business
And today, on this holiday, we pause to reflect on the wise and courageous words found in our Declaration of Independence.
IN CONGRESS, July 4, 1776.
The unanimous Declaration of the thirteen united States of America,
When in the Course of human events, it becomes necessary for one people to dissolve the political bands which have connected them with another, and to assume among the powers of the earth, the separate and equal station to which the Laws of Nature and of Nature's God entitle them, a decent respect to the opinions of mankind requires that they should declare the causes which impel them to the separation.
We hold these truths to be self-evident, that all men are created equal, that they are endowed by their Creator with certain unalienable Rights, that among these are Life, Liberty and the pursuit of Happiness.—That to secure these rights, Governments are instituted among Men, deriving their just powers from the consent of the governed, —That whenever any Form of Government becomes destructive of these ends, it is the Right of the People to alter or to abolish it, and to institute new Government, laying its foundation on such principles and organizing its powers in such form, as to them shall seem most likely to effect their Safety and Happiness. Prudence, indeed, will dictate that Governments long established should not be changed for light and transient causes; and accordingly all experience hath shown, that mankind are more disposed to suffer, while evils are sufferable, than to right themselves by abolishing the forms to which they are accustomed. But when a long train of abuses and usurpations, pursuing invariably the same Object evinces a design to reduce them under absolute Despotism, it is their right, it is their duty, to throw off such Government, and to provide new Guards for their future security.—Such has been the patient sufferance of these Colonies; and such is now the necessity which constrains them to alter their former Systems of Government. The history of the present King of Great Britain is a history of repeated injuries and usurpations, all having in direct object the establishment of an absolute Tyranny over these States. To prove this, let Facts be submitted to a candid world.
He has refused his Assent to Laws, the most wholesome and necessary for the public good.He has forbidden his Governors to pass Laws of immediate and pressing importance, unless suspended in their operation till his Assent should be obtained; and when so suspended, he has utterly neglected to attend to them. He has refused to pass other Laws for the accommodation of large districts of people, unless those people would relinquish the right of Representation in the Legislature, a right inestimable to them and formidable to tyrants only. He has called together legislative bodies at places unusual, uncomfortable, and distant from the depository of their public Records, for the sole purpose of fatiguing them into compliance with his measures. He has dissolved Representative Houses repeatedly, for opposing with manly firmness his invasions on the rights of the people. He has refused for a long time, after such dissolutions, to cause others to be elected; whereby the Legislative powers, incapable of Annihilation, have returned to the People at large for their exercise; the State remaining in the mean time exposed to all the dangers of invasion from without, and convulsions within.He has endeavored to prevent the population of these States; for that purpose obstructing the Laws for Naturalization of Foreigners; refusing to pass others to encourage their migrations hither, and raising the conditions of new Appropriations of Lands.He has obstructed the Administration of Justice, by refusing his Assent to Laws for establishing Judiciary powers. He has made Judges dependent on his Will alone, for the tenure of their offices, and the amount and payment of their salaries.He has erected a multitude of New Offices, and sent hither swarms of Officers to harass our people, and eat out their substance. He has kept among us, in times of peace, Standing Armies without the Consent of our legislatures.He has affected to render the Military independent of and superior to the Civil power.He has combined with others to subject us to a jurisdiction foreign to our constitution, and unacknowledged by our laws; giving his Assent to their Acts of pretended Legislation: For Quartering large bodies of armed troops among us: For protecting them, by a mock Trial, from punishment for any Murders which they should commit on the Inhabitants of these States: For cutting off our Trade with all parts of the world:For imposing Taxes on us without our Consent: For depriving us in many cases, of the benefits of Trial by Jury: For transporting us beyond Seas to be tried for pretended offences
For abolishing the free System of English Laws in a neighboring Province, establishing therein an Arbitrary government, and enlarging its Boundaries so as to render it at once an example and fit instrument for introducing the same absolute rule into these Colonies: For taking away our Charters, abolishing our most valuable Laws, and altering fundamentally the Forms of our Governments: For suspending our own Legislatures, and declaring themselves invested with power to legislate for us in all cases what soever. He has abdicated Government here, by declaring us out of his Protection and waging War against us. He has plundered our seas, ravaged our Coasts, burnt our towns, and destroyed the lives of our people. He is at this time transporting large Armies of foreign Mercenaries to complete the works of death, desolation and tyranny, already begun with circumstances of Cruelty & perfidy scarcely paralleled in the most barbarous ages, and totally unworthy the Head of a civilized nation. He has constrained our fellow Citizens taken Captive on the high Seas to bear Arms against their Country, to become the executioners of their friends and Brethren, or to fall themselves by their Hands. He has excited domestic insurrections amongst us, and has endeavored to bring on the inhabitants of our frontiers, the merciless Indian Savages, whose known rule of war fare, is an undistinguished destruction of all ages, sexes and conditions.
In every stage of these Oppressions We have Petitioned for Redress in the most humble terms: Our repeated Petitions have been answered only by repeated injury. A Prince whose character is thus marked by every act which may define a Tyrant, is unfit to be the ruler of a free people.
Nor have We been wanting in attentions to our British brethren. We have warned them from time to time of attempts by their legislature to extend an unwarrantable jurisdiction over us. We have reminded them of the circumstances of our emigration and settlement here. We have appealed to their native justice and magnanimity, and we have conjured them by the ties of our common kindred to disavow these usurpations, which, would inevitably interrupt our connections and correspondence. They too have been deaf to the voice of justice and of consanguinity. We must, therefore, acquiesce in the necessity, which denounces our Separation, and hold them, as we hold the rest of mankind, Enemies in War, in Peace Friends.
We, therefore, the Representatives of the united States of America, in General Congress, Assembled, appealing to the Supreme Judge of the world for the rectitude of our intentions, do, in the Name, and by Authority of the good People of these Colonies, solemnly publish and declare, That these United Colonies are, and of Right ought to be Free and Independent States; that they are Absolved from all Allegiance to the British Crown, and that all political connection between them and the State of Great Britain, is and ought to be totally dissolved; and that as Free and Independent States, they have full Power to levy War, conclude Peace, contract Alliances, establish Commerce, and to do all other Acts and Things which Independent States may of right do. And for the support of this Declaration, with a firm reliance on the protection of divine Providence, we mutually pledge to each other our Lives, our Fortunes and our sacred Honor.
In today’s market, video marketing is an essential—and nothing works like a riveting patient story.
But not all patient video stories are created equally. Some feel flat, boring, too promotional or too predictable, while others depict a relatable experience and compel the viewer to feel connected to the organization.
Here are 8 ways to make sure your patient testimonial videos are getting watched and remembered.
1. Find a story that fits your strategy.
A story that doesn’t advance your brand is money wasted, so start by linking your story to a brand message. For example, if you want to position your organization as clinically superior, find a story of a difficult patient case that was solved successfully. Then, let the story reveal and let the viewer form his/her own conclusions.
2. Be authentic.
Viewers crave real stories—and are quick to spot things that have become too polished or corporate. Stay away from re-enactments and stock footage, tell the story as it actually happened, avoid overly promotional talk and most importantly, be sure to include the struggle.
3. Take time to truly understand the whole story before the interview.
Talk with the interviewee before the recording session so you can understand his or her story and think about how to draw it out during the on-camera interview. Ask for and review any articles, other videos, web content or press coverage that give you insights into the story. Then create your list of questions based on what you’ve learned.
4. Prep the interviewee.
Before the interview, let the subject know what to expect, like:
What the video is for.
Where it will be used.
Why you are interviewing them.
It’s normal to have multiple takes.
The interview will happen like a conversation, where we ask questions and you answer.
They shouldn’t plan to read or memorize anything beforehand.
What kinds of questions we’ll be asking.
Answer the question with a full sentence, and link to the question. So if we ask “What’s your favorite color?” You’ll reply “My favorite color is blue.”
On the day of the interview, give the subject time to get comfortable in front of the camera before diving in. Engage in some conversation that isn’t part of the interview to help release the tension. Set a tone of warmth and curiosity before you even begin the interview.
5. Build trust.
Telling someone’s story begins with trust—and that begins with attentive listening by an interviewer that is truly interested in the subject. Be awake to small insights or elements of the story that could be fleshed out with more questions, and don’t be afraid to dig deeper. The best elements of a story are rarely the first answers.
6. Hook your audience at the very beginning.
Begin your story with something that draws the viewer in within the first 30 seconds, so the viewer is compelled to stay with you—like this video.
7. Build a character.
Great stories aren’t driven by a chronological listing of events, but by developing a character. Humans have an insatiable appetite to look into the lives of other humans, so look for visual and verbal details that may not even be part of the story but reveal something about the person. Go beyond the story details themselves and ask what’s important to your interviewee, what his/her dreams and motivations are, and how this experience impacted him/her.
8. Capture b-roll and location shots that flesh out the story.
Shoot b-roll that supports the story line, and select the interview location with care. Whether it’s a professor in her classroom or a senior in the home they’ve always lived in, locations can help tell the story. Even if the viewers don’t realize the full impact of the location, your subject will and this could produce a better interview.
Wherever you shoot, make sure it’s quiet, has good lighting options, and is available before and after the shoot for set up and take down, as well as for the actual interview.
Today we celebrate dads engaged in the selfless, loving and faithful work of fatherhood. Your value to your families, communities and country is priceless.
Creative work by CMBell and their clients have garnered two Aster Awards: One gold award for an internal communications e-newsletter and one bronze award for an internal advertising campaign (e-letters, videos) for a regional health system...
Trust is the currency of leadership. It’s what inspires others to follow, support, and engage in a leader’s vision.
But there is troubling news on this front: this precious asset is in steady decline, with only 37% of the general population saying that CEOs are credible, according to the Edelman Trust Barometer, a global study with 33,000 respondents
This general mindset of distrust filters into the workforce of every organization—even into those with high trust factors. That’s why understanding how to use communication to build trust is such a timely skill to cultivate—and one that almost every leader can improve upon.
9 communication Strategies That Can Help a CEO Build Trust
1. Address your audience's biggest concerns.
Does your communication strategy include listening? Create ways to ask your employees what kinds of things they want to know more about—what questions they’d like answers to, what changes are causing them concern, what ideas they have for improvement, and what their biggest obstacles to success are. Then craft messages around these topics. When audiences see you’re engaged with them, they’ll be more engaged with you, which builds a trust relationship.
2. Deliver messages via peers—rather than leaders.
While employees need to hear from leaders, the trust study states that peers are now seen as credible as experts. This is a good time to initiate ways to have appropriate messages delivered by employees.
Consider the subject matter experts in your organization who can speak intimately about the day-to-day operations and topics your audience is most familiar with. Bringing the voices of in-house experts into the conversation can signal a unified workforce, so trusting the message doesn’t hinge on perceptions of any one messenger.
3. Communicate empathy, reassurance, and calm in the face of fear and uncertainty.
Emotions are contagious, and this is why leaders especially need to project calm, warmth, and hope in their communications. Employees pick up on fear in their leaders, and it can spread quickly through an organization.
Today's employee is dizzied by the speed of change, complexity of life and pervasiveness of communication—and as a result is often anxious. But rather than reacting to anxiousness, address the root causes in your communication. For example, a person’s worries about technology, immigration, centralization and globalization could all be tied back to a fundamental fear of job loss. Knowing the sources of these fears can help you craft messages that address the underlying issues.
Not all messages are innately reassuring, of course. But striking a calm, hopeful tone can help defuse unpleasant messages.
FEARS FURTHER ERODE BELIEF IN THE SYSTEM
Percent of respondents with each fear who also believe that the system is failing them —2017 Edelman Trust Barometer
4. Use truth to build trust.
It’s easy to avoid discussing harsh realities because of their unpleasantness, yet the short-term benefit of avoidance is outweighed by the long-term effect. Misinformation, incomplete information or withholding information eventually erodes trust—the most powerful human and organizational currency. As a leader, you influence truth-telling by modeling this behavior and rewarding it in your organization.
When delivering tough messages, couple them with a plan of action and the why behind the decision. Paint a picture of what’s possible if the plan is implemented, to give people a focal point.
5. Monitor the optics: Do behaviors match words?
Is there a gap between what your organization says and what it does? Consider designating a coach outside of the C-suite or the company who can see things with a fresh perspective, and have them review significant actions against your mission, vision, and values to ensure parity.
Zappos understands the significance of building a culture that is cohesive with a company’s words and values. As their CEO, Tony Hsieh, says: “Our belief is that a company’s culture and a company’s brand are just two sides of the same coin. The brand is just a lagging indicator of the culture.”
6. Deploy and train your middle managers as communicators.
Middle managers are the culture torchbearers, the influencers, and the tone-setters because they have more contact with both employees and leaders. It’s no wonder that communication from direct managers is the most effective channel for reaching employees, according to a CEB survey of more than 1,000 employees.
Provide your managers with communication training and tools and unleash them to do the important work of leadership armed with better skills and information. One CMBell client did this well when they focused a year-long communication initiative on leaders and conducted a survey at the end to determine its effectiveness. They found that their most important ideas had taken hold with their leadership team—with 9 out of 10 of them saying they better understood the why behind their work, knew more about their key strategies, and had a better understanding of the value of working together. From there, the managers could confidently reach the front-line staff with key messages they were already well-versed in.
7. Speak from your heart.
The Edelman study says that spontaneity and outspokenness make speakers more believable. Using your own voice and speaking about things that you care about conveys authenticity and builds trust.
Appropriate self-revelation creates connections, too. When delivering bad news, expressing your own sadness about it conveys empathy, which builds trust.
In this video example, the CEO broke from her standard business updates and delivered a message of inspiration that was based on her own personal experience and passion, generating enthusiastic responses from her internal audience. These kinds of messages can be important tools for building culture.
8. Use video when you can’t be there in person.
Video is perceived as more authentic than other media, according to a Viostream study. Viewers perceive fewer filters in video than in text, where words can be interpreted and misconstrued. Video also delivers additional and important communication through body language and tone of voice that can’t be conveyed as accurately in text alone.
Video can also be a very useful tool for delivering messages where precise language is essential. We recently worked with a client involved in a merger in a heavily regulated field where words had to be chosen carefully. A video message from the CEO allowed the message to be delivered directly to the audience using the precise language required by law.
And finally, video has the added advantage of being more personal and is the next best thing to being there—which is often impossible in large companies with a geographically distributed workforce. In video, leaders can convey both information and emotion, which can build trust.
9. Avoid corporate-speak.
Are you globally extending goal-oriented potentialities? Scaling intuitive partnerships? Building collaborative and idea-sharing modalities?
Even for employees who may understand it, jargon can make your message boring, less believable and can make you less accessible as a leader. Instead use short, simple words that can be widely understood.
How and where your message is displayed is just as important as the message.
Click below to see our infographic showing the best digital channels for employee communication.
Thank you to all those who have served.
What's up with design trends anyway?
Let’s start with novelty. It turns out, we're wired to seek out new experiences. A chemical reaction takes place in the brain when it encounters something new. The brain releases dopamine, which prompts us to seek more new experiences. Thus, novelty is not only pleasurable, but actually pushes us to learn and grow.
On the flip side, we also tend to follow trends for less sincere reasons. For some, the need to keep up with the "Joneses" (or at least appear to be keeping with the times) is paramount. And like it or not, we’re also motivated by the need to fit in and conform to the group.
So what does this mean for design trends? Are they making our brains grow, or just appeasing our pride? Probably both. Advances in technology, the predominance of mobile and a voracious appetite for content have pushed design to change and grow. And there are a couple of possible reactions. Ride the waves of trend, keep it traditional and solid, or innovate. At the end of the day, a designer who understands the needs of her client will get it right.
1. Material Design
Although not a trend itself, Material Design cannot be ignored in a discussion of design trends. Pioneered by Google as a visual language, Material Design uses graphics and motion to cue viewer responses.
The basic idea is that visuals and motion should have predictable behavior that is based on reality. Material Design employs deliberate color choices, edge-to-edge imagery, large-scale typography and intentional white space. It also plays heavily with grid, and employs "cards" to serve as entry points to larger groups of information. And where Google leads, everyone follows.
2. Semi Flat
Skeuomorphism: a digital object that demonstrates the attributes of it's real world counterpart. Drop shadows! Gradients! Textures! Everyone loved it.
Then everyone hated it. And designers reacted by introducing flat design. Flat design took the world by storm. No more shading or gradients or textures. It felt more...authentic.
Skip ahead. Flat Design became Flat 2.0, then Semi Flat. Don't get me wrong, it is still flat design, the goal is not to create illustrations that appear to be photographs. But for the sake of dimension and movement, a bit of light has been added back in, as well as subtle shadows. Even gradients are sneaking back in, along with subtle complexity (think pattern and print).
And yes, Google Material Design has the full set of "rules".
3. Bold Colors
Color trends are being affected primarily by two factors. The first is the move to mobile. We're interacting with technology in every environment now, and designs on those screens need to pop. This is leading to a rise in brighter, bolder colors. You probably wore it in the '80s and '90s. So look out for vibrant duotones and color transitions everywhere.
Secondly, we're all facing technology burnout. The more we surround and immerse ourselves in technology, the more we want to pull away. Pantone nailed it when they named the 2017 color of the year: Greenery.
4. Geometric Shapes, Patterns, and Lines
Oh the '80s. Squiggly lines, geometric patterns, and shape confetti. A resurgence of this trend started in 2016 and looks to continue.
5. Dramatic Typography
At this point, it should be no surprise that bold typography is also on the rise. In a realm that is increasingly saturated with graphic input, any small advantage is sought. Daring type treatments can be achieved through size, color, texture and arrangement. With small screens and even smaller attention spans, viewers have come to depend on bold fonts in high-contrast bold colors.
And while the strictly hand-lettered trend has probably peaked, we'll still be seeing traces of organic influence on type.
6. Custom illustration
Brands are no longer just looking to have their own fonts and colors, but their own illustrative style. And the less corporate, the better. We're seeing organic and hand-drawn custom illustration everywhere as companies try to make themselves appear fun and make their products more accessible.
7. Original Narrative Photos
As consumers encounter the constant barrage of new content, our desire for truth increases. And photos that appear candid, unfiltered, spontaneous and gritty feel more original and genuine. Anything viewed as stock has come to represent what is wrong with the corporate world.
The perception is that anyone with an iPhone can take a great shot. Viewers are looking for cues like simplicity, movement, flash to convey reality, raw emotion and the ordinary. So while professional photography will not be going away, we will seeing a more subtle use of post-production tools.
8. Integrated Motion
We'll be seeing motion everywhere: paralax scrolling, animation, looped video headers, cinemagraphs and a predominance of GIFs.
Whether subtle or complex, they not only capture interest, but quickly convey emotion. And they help tell stories.
Ever hear someone say they are "just a mom?" We're pretty sure there's no such thing as "just a mom," and today is our chance to celebrate those who have chosen to devote their life, love and resources to the noble, important work of motherhood.
It's hard to find a line of work—or love—that has more impact on the planet than creating, nourishing, educating and inspiring another human being to reach their full potential. And while others are involved in this noble work, mothers are often the engine behind all of it.
Mother's are paid in love, so don't miss the chance today to thank a mom—yours or someone who was like a mom to you. Let them know how much the countless, selfless acts of love on your behalf mattered.
Digital Communication Channels
Video outperforms all other media in getting viewed and remembered.
People remember 20% of what they hear, 30% of what they see, but 70% of what they see and hear. So it's no surprise that video is the most powerful communication tool there is. Video can combine arresting visuals with sound and motion, making it more engaging to the human brain than any other form of communication.
Video is versatile for internal communication too, because it comes in all price points and many formats—from whiteboard explainers and motion graphics to interview-driven or cinematic stories. It ranks fourth among most-used digital channels, with 81% of companies surveyed reportedly using it for internal communication, according to Gatehouse.
This is why video is becoming a central part of internal communication plans.
A microsite is a simple website that is highly focused and makes it easy for the viewer to find exactly what they came for. This is in contrast to a general company website that is designed to deliver many different messages and risks losing the viewer before they find what you want them to read.
We highly recommend microsites for targeted large-scale internal communication initiatives for several reasons: They are quick to produce, effective, highly focused, and provide great analytics.
For example, a microsite would work well to explain a merger or acquisition by featuring the primary content on the landing page—and having links that unpack the message in more detail.
Blogs are a versatile internal communication channel and come from leaders as well as employees and departments. The challenges are to keep it real, to keep it in the voice of the leader (if ghostwritten), and to keep the content coming. Most blogs fizzle when writers begin to see the work involved.
Still, they offer an inexpensive and personal way to communicate with employees—and can target special interests ranging from IT changes to personnel issues. They're also a good way to create more personal connections with a leader.
Bill Marriott's blog Marriott on the Move is a good example of a blog that carries a definite personal imprint of its author. DocInTheD is a physician and the CEO of Henry Ford Hospital in Detroit. You likely have blogs you follow that can inspire you with possibilities as well.
Facebook, YouTube, Instagram, and Twitter are among the highest-traffic social media channels and can be targeted by interest groups, departments, or topics. These interactive channels can be suited to sharing ideas and issues and for monitoring feedback from employees.
The downside, of course, is that social media cannot be controlled, which means it remains one of the most challenging channels for communicators to monitor and influence.
Enterprise communication apps that are dedicated to employee communication are on the rise, and for good reason. They provide a customizable channel for delivering text, audio, and video content to employees throughout the company—allowing employees to communicate beyond email and phone calls.
Apps vary by vendor but can allow preference settings and be used to deliver:
Access to mission-critical sites for employees
While willingness to download an app for internal communication is growing, the issue of using one's personal device for work remains a challenge.
According to Gatehouse's annual State of the Sector report, email is still the most frequently used channel for internal communication (96% use it).
It can be challenging, however, to reach those whose inboxes are full or who don't have desk jobs. Here are some tips on getting your internal communication emails read.
1. Start with the main point in a single sentence.
We’re sometimes tempted to start at the beginning to tell the whole story, thinking that a reader needs to understand what led to the point. In some cases, this requires too much work for the reader to get to the point, so they abandon ship. Start with a summary statement that gives them enough information if they go no further—or a reason to proceed.
2. Invest in writing a good subject line.
This not only helps someone decide if he or she should read it, but helps them find it later. Retrieval of emails later can be time-consuming and downright frustrating if the subject line isn’t clear. Examples:
New vacation policy starts Friday
Here's the annual president's address to employees
Announcing the addition of new partner
3. Make it easy to browse.
Use subheads to help the reader find the section pertinent to him or her.
Use bullets instead of paragraphs.
Underline, highlight, or change font colors on the key point (deadline, cost increase, action needed).
Make action items and next steps stand out visually (in the subject line, when appropriate).
If more detailed backstory is imperative, indicate where the reader can find it. Title it clearly and put it at the end, so only those who want it can find it.
4. Give your reader just-in-time information.
Many readers prefer to focus on just the next step, rather than the next 10 steps. Most don’t have time to save it and review it over a period of months as it becomes relevant.
See four more tips here.
Podcasts are being used for internal communication because they fit nicely between text and video—giving employees content to listen to while engaged in other activities that don't require visual focus. Whether doing chores, or exercising, people increasingly crave content to enrich life's more mundane activities.
Can be authentic and believable
Can feature voices of employees
Can personalize leaders
Podcasts are a versatile tool, but companies that use them will need to have an effective delivery channel (think apps and e-letters).
E-letters are more sophisticated versions of emails that aren't used for daily interactions, but for important messages. And according to Gatehouse's internal communication State of the Sector report, 84% of companies surveyed report using it, making it third among most-used digital channels by employees.
Because e-letters are developed using third-party services, they offer vastly better design options, great analytics, and mailing list management. Their ability to preserve the look of an email is higher than regular emails, making them much more engaging once they are opened. But like all email, they must compete with an increasingly full inbox.
Here are the first three of 14 tips we offer for creating e-letter emails that employees will engage with:
Use a third-party tool. It would be nearly impossible to create the essential features that these tools now offer, from sophisticated designs to insightful analytics, automated features that help you manage and grow your lists, and mobile optimization. We use Campaign Monitor, but there are others to choose from, as well.
Use great design. A reader makes a split-second decision about whether to engage with your email based on how it looks. Good design will absolutely increase your readership.
Curate content with care. Make sure that your distribution lists and topics are right for each other.
Want to learn more? You can find the rest of the tips here.
An intranet is a website that is only accessible to authorized viewers—usually your employees. Ninety-three percent of companies report using their intranet as a channel of communication, making it second only to emails, according to Gatehouse.
An intranet can be a solid framework for employee communication—allowing your teams to share content like news, blogs, forms, messages, team workspaces, directories, and training material.
Although an intranet has the ability to reach your entire workforce, because the quality varies widely its effectiveness is highly impacted by the user interface, design, and content.
Yes, your walls can talk! They are free communication channels that can reach employees and customers many times a day. Think of them as ideal places to communicate some of your most timeless messages—your mission, your history, your values.
Walls are versatile and suitable for digital as well as traditional messages. If your main traffic areas aren't delivering your signature messages to your team, it's time to make use of these targeted channels.
Displays and Banners
Portable displays are good for targeting specific messages that need to be shared in different locations. Celebrating a prestigious award? Reinforcing your new mission statement? Announcing a new service for employees? A display can make the rounds to departments and employee events to spread the word.
Screens dominate our workplace—and provide an affordable way to deliver messages, so it only makes sense to use them as an internal communication channel.
Whether it's repurposing videos or infographics on a wall monitor or showcasing your mission or values as screensavers, never underestimate the simple, hard-working nature of using your company's screens to deliver signature messages.
We don't need a study to tell us that in-person communication is the most effective channel.
But did you know that communication from direct managers is the most effective channel for reaching employees, according to a CEB survey of more than 1,000 employees?
Since so much of communication is conveyed in nonverbal cues, in-person message delivery provides more information to take in like eyes, body language and voice tone. And, we know that emotions are contagious—and much easier to deliver in person than in print.
Companies that are serious about internal communication should focus on training and resourcing their managers and leaders in communication.
Live Forums and Meetings
Forums and meetings are effective ways to deliver your ideas because of their ability to combine in-person communication with other effective channels. They offer the increased efficiency of one to many, maximizing the time of busy leaders.
But like other channels, this one is only as good as the content. So here are some tips on making live meetings work better:
Coordinate messages: If you have multiple speakers, have someone review all of them with an eye toward the entire event—and edit out redundancy.
Focus: Leaders have a tendency to want to share a great deal of content, so create time limits and help them focus on unpacking their one big idea. Too much content can prevent hearers from remembering the most important ideas.
Variety: To work, events like this need to be created with a nod to theater and experience, engaging the senses with variety, taking breaks, involving the audience, and creating time for reflection and personal application.
Include video: This provides a welcome break to talking heads.
Newsletters, magazines, and other print channels aren't dead, but complement your digital channels.
Help reach non-desk employees
Are easily shared
Are good for the pick-up-since-it's-handy impulse
Can be repurposed digitally
Since they can be more costly than other channels and are harder to measure than many digital options, use them in situations where other channels aren't effective.
There are times when a simple letter from a manager is actually effective—like when the message itself is compelling and doesn't require a lot of visual support. Think things like a positive change in benefits or other things that have a high personal impact on employees. It can be easy to forget this lowly channel, but its affordability and suitability for certain kinds of communications should keep it on your list as an option for occasional use.
To make this effective, however, personalize the letter as much as you can. If it's truly from the president, it won't need much added visual treatment.
Upon occasion, it will make sense to send something to your employees' homes. Whether it's a reminder postcard, a newsletter, an invitation, or a simple letter, employees have more time to read at home than they do at work. And, if it's a high-impact message, it won't hurt to have it available for other members of the family who might be interested.
Creative work by CMBell and our clients has garnered five awards from the 34th Annual Healthcare Advertising Awards competition.
Three gold awards were given for an internal communication microsite, an OB direct mail, and a video on reducing the cost of homelessness.
One bronze award was given for an e-letter.
One silver award was given for a video on innovation in health care.
The award-winning work was produced by clients in Los Angeles, Denver and Roseville.
In this year’s competition, nearly 4,000 entries were judged by a national panel who reviewed creativity, quality, message effectiveness, consumer appeal, graphic design, and overall impact.
Hats off to our creative team and to our clients for earning this recognition!
GOLD: AHSCR—Internal communication website communicating the reasons behind the new strategic direction and outlining a vision for the company's future.
GOLD: Littleton Adventist Hospital—Direct mail piece as part of a larger campaign that significantly increased market share.
GOLD: White Memorial Medical Center—A video about their work to reduce the cost of homelessness in Los Angeles.
SILVER: Adventist Health—A CEO update on innovation within the company.
BRONZE: AHSCR—One of a series of e-letters sent from the CEO to leaders as part of an internal communication campaign that raised understanding of the vision, values and mission of the organization.
What can I as the on-site project manager do to contribute to a good interview?
Get the talking points or video goals to the interviewer (crew) well before the shoot. This gives the interviewer time to think about how to best draw out the story.
Give the interviewee time to think about his/her content and the purpose of the interview. Make sure they know going in what to expect and how to prepare.
Allow adequate time. Depending on the piece, 30–60 minutes may work. (The crew can tell you what’s needed for your particular project.) We usually book an interview with extra time in case the person is late or has to leave early, since rushing an interview almost always results in a quality compromise.
What kind of spot should I reserve for the shoot?
Reserve a space for the interview that gives options on the set-up. Look for things like:
Natural light (and windows with shades that can be used to control the light)
Interesting textures as background—brick walls, nice windows, or architectural details
Interesting furnishing elements, art, or plants
Does it contribute context?
Sound control. Good audio is essential to a good video—so make sure the room has a door and isn’t near a noisy location, like an elevator or a highly traveled hallway.
Enough space. It’s best not to film a person sitting right up against a wall, as having depth is important. Aim for a space that has at least 15’ in depth. That gives the crew room to make the set-up more interesting and keep it from looking like the dreaded driver’s license photo.
What is b-roll?
B-roll is supplemental footage that may or may not have sound. It’s often used to intercut with the interview, to bring a story to life, and to cover edits.
What makes good b-roll?
Time. It’s easy for a crew to feel rushed when they’re intruding on a work space. But allowing a bit of time to set up the shot and shoot it is essential to getting good footage.
Focal point. Having one prominent element of interest in the shot guides the viewer’s eye.
Good lighting. Natural light is great, but isn’t always available. Having the time to light the shot is important if natural light isn’t available.
Close-ups. Sometimes showing just a piece of the story (hands, an object on a desk that reveals something of the person being interviewed) is powerful. You don’t need to tell the whole story in every image—just evoke a piece of it.
What about teleprompters?
Whenever possible, it’s best to avoid them if you’re going for a natural, comfortable style. In some cases, where language must be precise (such as when there are legal considerations), a teleprompter can be helpful, but there is usually a tradeoff in the overall tone. If you’re looking for an authentic, personal interview, teleprompters generally disappoint. Our crew is very comfortable drawing out a story from people who aren't accustomed to being on camera, so we generally prefer this option.
Who does the interview?
Our crew generally conducts the interview, but you’re welcome to if you have experience doing this and would prefer to.
How much footage will it take to do a video?
This varies widely by project. It’s not uncommon for us to shoot a 20–40 minute interview that gets cut down to two minutes. That doesn’t include another 20–60 minutes of b-roll.
How much time should we allow for an interview?
It depends on the project. Person-on-the-street interviews can happen almost instantly once they are set up.
An update from an executive can take 30–60 minutes. An interview for a story can take 30–60 minutes, depending on the video’s desired length. Allow an additional 30 minutes for set-up (depending on conditions) prior to the interviewee arriving—and another 15 minutes for take-down.
Will we need a script?
Scripts make for efficient delivery of content, and are generally used when you need an audio-only portion of the video. CMBell employs script writers who are experienced in writing for this specific application—as it is different than other kinds of writing.
Generally speaking, people who aren’t trained actors have difficulty delivering a script in a believable way. Unless it is a situation with legal concerns, where the language must be precise, we prefer to conduct an interview using talking points.
Tips for writing talking points
Create a bulleted list of ideas you want to cover. Things like “Top priority: Increase quality scores by 20%” work as great prompts for both interviewee and interviewer.
Include hard-to-remember data (if any) so that we can prompt the interviewee if that information isn’t top-of-mind.
List talking points in order of priority. Talking points are used by the editors (who are often a different team than the videographers and interviewers) to ensure that the client’s points are all made. If the video has a time limit, sometimes this means deleting content. Prioritized lists help the editors know which things must be in, and which are optional.
Provide any background stories or videos that have been developed on the topic.
Provide a script or send the talking points in prose form using full sentences and paragraphs. This makes it harder for both the interviewer and the interviewee, who need to maintain eye contact.
Provide the talking points the day of the shoot. Both the interviewer and interviewee benefit from time to think about the content.
Change the talking points substantially after submitted.
What should we tell the people being interviewed?
The purpose of the project.
How long the interview will be.
What kinds of things will be explored in the interview (talking points).
They can prepare by reviewing the questions and purpose in advance. It can be helpful to write something out to help them think about their message before the shoot, but they should not plan to memorize or read what they write.
Wear what they’d normally wear in their work or life (depending on the story). If they’re in uniform at work generally, they should appear that way in the video (as a bonus, uniforms provide instant credibility).
Camera lights tend to wash out faces. Participants who normally wear make-up may wish to bring along any make-up to touch up before the shoot. Generally, we do not have make-up artists at the shoot.
Avoid excess in apparel and accessories. Stay away from large wild patterns and wrinkled or worn clothing (for professionals) if a professional look is desired.
There will be a professional team there to guide them through the interview. Our job is to make them feel at ease, explain the process, and draw the story out from them. We’re patient and try to give them as much time as needed to deliver their message.
We will do multiple takes to ensure we get the best one—so there’s no pressure to be “perfect.”
Be yourself. Authenticity is more important than getting everything precisely right.
Who handles releases and HIPAA-compliance issues?
The client is always responsible for obtaining and archiving release forms. Additionally, the client is responsible for ensuring HIPAA compliance if the shoot is health care related. This means paying attention to content that is being shot and reviewing the edit to ensure that no HIPAA violations have occurred.
If shooting in a health care setting, patient care is always first. We are accustomed to working around the complexities of health care and are respectful of your first obligations.
Keep the set quiet. It’s especially important to have 2–3 seconds of silence before and after each interview question is completed, to allow the editors content to work with.
Save questions and comments for the end. Sometimes it is best to run through the entire interview and keep the momentum of the story going—as it preserves the energy.
Plan on multiple takes. We generally take safety shots (extra takes) that allow us to have additional options for our editors.
What is my role in producing this video?
Determining the message and goals of the project.
Providing talking points, if the video calls for them.
Doing a pre-interview with our crew to discuss the elements of the story.
Finding and securing shoot location(s).
Arranging for interviewees.
Acting as site navigator—escorting and introducing the crew and setting expectations for participants.
Getting and storing release forms from anyone in the shoot.
Ensuring HIPAA compliance.
Providing additional assets—photos, existing b-roll if you have some—that flesh out the story visually.
Reviewing the video for accuracy and seeing that anyone who needs to be involved in the review is.
Being the single point of contact for CMBell and supplying all changes to us directly, rather than delivering them through multiple sources.
Are there things I can do to keep costs down?
Yes. The biggest thing is to review it carefully at each step of the way, since a video is produced in a sequence which each layer building on the previous one. Changes to the audio that come late in the process, for example, can mean substantial edits. Think of it as deciding to move a wall in a new home in the painting phase. It's much more expensive to do so then than it would be to do so when the house plan is being reviewed.
A local shelter came to us looking for ways to support their largest fundraising campaign in history—a new facility for women and children looking to transition from homelessness to lives of self-sufficiency. Their story is powerful, but they needed a way to tell it more broadly, and that’s how this video was born.
Video is an ideal tool for fundraisers because it:
Inspires action. It uses the power of images, sound, and music to evoke the emotion that prompts a potential donor to care about what you’re doing—and ultimately, to give. Most often, people first make decisions with their heart, and then their mind, and no amount of persuasive text can touch the heart like a well-done video.
Conveys need. Video brings real struggles to life and establish the need that drives your project.
Brings a vision to life. It can cast the vision for a real solution better than any other medium, bringing to life a picture of what your cause will help to achieve.
Is personal. There’s nothing as compelling as the story of someone who has been changed or helped by your work.
Works in many applications. It can take your story to any place that can play video—the home of a prospective donor, your own website, or a local meeting or event.
Is more likely to reach your audience. Video is increasingly the medium of choice, so it’s more likely to get viewed and remembered.
But video production can be overwhelming if you haven’t done a lot of it. Here’s what you can do to get the video that will work for you.
Outline the problem your project will solve. Include statistics and stories.
Make it about what your donors care about. Make it clear to donors what investing in your cause will do for them.
Have a well-articulated vision. What will be different when your project is funded? What will the destination of this journey look like? How will it change lives for the better?
Know your audience. Know what they care about, what motivates them, and what could turn them off.
Have a call to action. Make it easy for people to take the next step, be it asking for more information or giving.
Know where video fits in your strategy. How will it link to other communication tools—both in terms of story and look?
Pick the right people. If it’s interview-driven, the people chosen will make all the difference. Does their story include struggle and hope? Can they share it on-camera? They don’t need to be performers—it’s better if they are not—but they do need to have a story that a good video crew can draw out.
Provide good logistic support. Getting your crew access to places that help tell your story will improve it visually, and creating a schedule that has everything ready for your crew when they show up will save you money in the long run and help you get better footage.
Know and communicate your budget. There are many video companies to choose from, but making your budget clear up-front can help you narrow the playing field and eliminate bad surprises.
Inform yourself about your video vendor. Look at their work to see if it fits your organization. Talk to a client of theirs to see what working with the firm was like. If it’s a larger firm, make sure the people working on your project are the ones who did the projects you especially liked.
Have a plan for distribution. This is the most overlooked part of video strategy we encounter. Your video is an investment that should work for you in many applications. Use it on all your website and social media channels, deliver it via email to your donor list, post it on your blog, show it at events, show it at personal "asks", and link it to appropriate sites.
Don’t worry about it going viral. It’s extremely difficult to get videos to go viral—and going viral doesn’t mean more people will give to your cause. Getting your video in front of 50 qualified donors is more important than having it reach 50,000 people who aren’t ever going to support your cause.
Measure and learn. This probably won’t be your last video. So watch your analytics, but more importantly, watch for results. One of the videos we produced for a client was shown at an event and a donor in the audience wrote a check for $25,000. In the end, likes and shares are interesting, but gives are the best metric.
Great videos change people’s minds and motivate them to take action. Why shouldn’t you be using this tool to solicit support for your cause?
What does the word "video" evoke for you? Do you see a talking head? A staged, corporate piece? A Hollywood production?
Today, video production styles vary widely—opening the door to countless ways of expressing your message in this powerful medium. If you're developing content designed to get viewed and remembered, take a moment to see what's possible beyond the traditional videos you might be used to.
In this blog post, we're focusing specifically on some trends in motion graphics—a fun and versatile type of video production that can range from very affordable to cinematic.
Flat design is a minimalistic design approach that emphasizes usability. It features clean, open space, crisp edges, bright colors and two-dimensional illustrations. Simple images convey messages more quickly than detailed illustrations. Images like icons can indicate universal actions or purposes so that everyone can easily understand them.
On the creation side, there is an increase in 4K related video production, video editing and motion design products. Hardware producers (projectors, displays, televisions) are pushing hard to get 4K into the mass market.
Hand drawn hybrids
Blending hand drawn elements with CGI components is a great way to give the audience a sense of wonder. This concept is powerful when trying to explain how a complex design came to life. It makes it easier to understand and appear more tangible. It’s a powerful marketing technique that makes it easy for the target audience to fall in love with a desired look.
This year there are more animations turning up in which organic shapes transform in a liquid way.
Shapes are smeared and splash back together, often at the moment of a peak in the action, moving in slight slow motion, with twists and bends. It resembles the psychedelic shapes known from the 60’s.
Abstract drops and smears, swirling typography, and even characters whose limbs are being stretched and swirled. It may be a counter movement against the downward trend of geometrical squares, triangles, and circle-transitions.
What was once an uncommon occurrence, is now becoming more and more prevalent. Many motion graphics today successfully combine mixed disciplines to create a more graphic, stylized, and illustrated look.
Seamless transitions are nothing new nor revolutionary when it comes to motion graphics but they have gained in popularity only recently. They create a feeling of fluidity and allow one scene to flow into the next without any interruptions or cuts between them.
Although GIFs aren’t a new thing, they have recently gained traction after Facebook and Twitter allowed embedding and sharing. They are a great way to convey a message in a precise manner and are often used to add a touch of humor.
Which of these trends speaks to you?
Keep your visual brand fresh and interesting by paying attention to design trends. Many of these can work within your visual brand standards while still infusing a modern, up-to-date attitude into your brand.
Which ones are your favorites?