5 Tips For Editing Your Own Interview Testimonial Video

corporate video video production

This week continues our dive into all the steps involved in creating your very own interview testimonial video. Testimonial videos, whether you're creating them for your own company or for a client, are a great way to approach video production for the first time. In addition to offering a lot of value, testimonial videos are straight-forward in their creative concept and don't need to have any fancy production or editing techniques in order to end up with a professional and high quality video.

In this post we'll be outlining five important tips to consider before you start the editing process. These tips should be helpful to you whether you have a lot of experience editing under your belt, or haven't ever opened up an application like Final Cut Pro X or Adobe Premiere Pro before. They are all in support of ensuring that your video plays back smoothly and looks and sounds great.

Once you've shot all the footage needed for the testimonial video, the editing process can begin. Editing tackles the task of crafting together a short, concise, and smooth flowing video that engages the viewer. The footage involved in many testimonial videos will consist of the interviewees delivering their answers on camera and other footage such as b-roll, graphic assets, music, and titles.

With all that in mind, let's get started.

Tip #1 - Organize

Video Timestamp: https://youtu.be/xQlalBBBGyE?t=34

Once you've opened up your editing application of choice and imported all of the camera footage, your next task is to determine which soundbites will work best for the edit. In some cases, you will have already heard the interview being conducted live on set (or you may have conducted the interview yourself). In these cases where you're already somewhat familiar with the content, it can be tempting to start editing right away, grabbing clips from the media pool and placing them into the timeline to craft your story.

However, starting the editing process without first organizing the footage could lead to a less than ideal edit. This can be especially true if you have a lot of footage to go through, perhaps several hours worth of interview footage.

Let's say you have an interview that lasted one hour. That one hour shooting session will likely need to be edited down into a two minute video that contains only the most relevant content from the shoot that supports the message you're trying to deliver. There will be a lot of possible structures and storylines that you could edit together, and many answers that will sound positive and valuable to include. This is where organization can help in planning out and executing an effective edit. It will also prove to be very helpful to have content based on a similar topic grouped together so that searching for certain content is less time consuming.

Organize in the App

There are a couple methods you can use to organize video footage. One method is to isolate and categorize sections of video clips using the organizational tools in the editing application you are using. All editing applications of a certain caliber will have these tools.

Organize in Writing

The second way to organize is to write out a summary of each answer given by the interview subject and then categorize each answer based on the broad topics that were covered in the interview.

This method of writing out (in a word document) a brief bullet point description of each answer may not seem as useful or worth the effort at first. However, seeing all the content laid out in writing can help to make the editing process much easier and more effective. Rather than having to sift through video footage and listen for certain topics and answers (even if they are already grouped by topic in the editing application), you can quickly skim through a word doc, identifying key words and key phrases that you're looking for to fill a particular section of the edit.

Each editor will have their own preferred method of organization, perhaps different from anything outlined here. No matter which way you go about it, organization is an important initial step in your editing process.

Tip #2 - Start With the Rough Edit

Video Timestamp: https://youtu.be/xQlalBBBGyE?t=107

Once the footage is organized and prepared, you can start putting together the rough edit. For our purposes, we'll define the 'rough edit' as the first video you create that includes only the interview footage and nothing else.

Most likely, you'll also have other great content to include in the edit besides just the interview footage. This content could be b-roll shots that will help to illustrate whatever is being talked about, graphic images, motion graphics, music, special effects, and more. Starting your edit by working with only the interview footage will help to ensure that the final video plays back in logical way. It can be tempting to start adding b-roll right away, experimenting with creative cuts and transitions, or even skipping to the end of the edit perhaps to create that awesome vision you had in mind for the closing titles. However, the strength and effectiveness of the testimonial video relies on its strong foundation, which is the interview itself; all other tasks should be taken care of after that foundation has been laid.

After completing this rough edit of only the interviewees answers, you should be able to close your eyes, play it back, and have it sound great and flow in a logical way from soundbite to soundbite. Naturally, the edit will look quite incomplete, plain, and choppy without the b-roll or other assets to cover up the edits. This is to be expected. When starting with only the rough edit, you're ensuring that everything you do from this point on will only be in support of a very solid and effective storyline.

Furthermore, having to go back and re-edit the main content of the edit (the interview) after you've already added in b-roll, music, and effects, will only lead to headaches. Once everything is working together, adjusting edits can sometimes have a ripple effect down the editing timeline and put other areas out of sync.

When all is said and done, the classic concept of laying a solid foundation in support of a stronger finished product holds true for video editing, especially when it comes to interview testimonial videos.

Tip #3 - Tighten Up the Edit

video timestamp: https://youtu.be/xQlalBBBGyE?t=157

Tightening up the edit means making sure that every cut from one shot to the next is clean and not distracting to the viewer. One way to achieve this is to make sure you don't have any pauses in a person's speech either just before or just after an edit point (and especially not just before). Imagine for a moment that a person is speaking rather quickly with cuts throughout their speech in order to remove pauses or word fumbles. If after any one of these cuts, a pause in speech is left in, it makes the cut that much more noticeable. Having the person speaking right from the first frame of a cut keeps the viewer engaged and less distracted by all the edit points.

It should be noted as well that pauses or even word fumbles can sometimes work when left in the edit. These are called 'motivated' edits. Pauses in speech can in fact support a point that is being made. In these cases, it will be clear that the pause was intentional and supports the storyline. Most of the time these pauses will come in the middle of a person's speech, but sometimes can be left in even just before or after an edit point. There are no hard and fast rules, only guidelines. Generally, it's best to keep your edit tight with minimal pauses at the edit points.

Tip #4 - Clean up the Edit

video timestamp: https://youtu.be/xQlalBBBGyE?t=226

Similar to tightening up the edit, cleaning up the edit means removing any word fumbles, 'ums', or pauses. Cleaning up is less to do about timing and having clean edit points, and more to do with removing unflattering or unnecessary content. Removing instances like these will support the interview subject in appearing the best that they can and also aids in keeping the viewer engaged. While it's not necessary to remove every single 'um' or stutter, sometimes having too many of them in your video will give the impression that the video was not crafted with care, and it may lose some of its effectiveness.

When it comes to pauses in speech, they can be noticeable errors as well, especially during a fast-paced cut. In another case, a person may say "um" more than is preferable (I confess that I am a heavy 'um'-sayer when on camera). Other examples of unwanted content include word stutters, coughing, visual or auditory distractions off-camera, the interviewer's voice, or echos that trail on from just before the edit point.

Tip #5 - Add in B-Roll

video timestamp: https://youtu.be/xQlalBBBGyE?t=289

Our final tip to improve your edit is to include b-roll. So far, all of the tips have been regarding the main content (interview answers) of the testimonial video. Here, we are focusing on video footage that is other than the main interview, also known as b-roll. Including b-roll in your edit not only plays a big part in keeping it engaging and visually appealing, but can also be very helpful in covering up edits that you don't want to show.

It depends on the editing style you're going for, but for testimonial videos you'll oftentimes prefer to not see any 'jump-cut' edits in a person's speech. That is, cutting from the same shot of a person to the exact same shot of them again, causing them to 'jump' in the edit. For an example of this jump-cut style of editing, just check out the video posted along with this blog! Jump-cut editing can work if the video has a more care-free feel and is not intended to appear as a polished piece meant to fit in with a brand or sell a product or service. Jump-cut editing has long been the preferred editing style for YouTubers as it allows for quick edits without the need to spend time covering up those edits with b-roll or recording multiple takes to get the perfect delivery with no mistakes.

Most of the time, b-roll will not include any audio and can be overlaid on top of the interview footage. This creates the effect of still hearing the interviewees answers while you are seeing something else in the video. For example, the subject may be answering the question of why they like a particular product, while the b-roll is showing the person in a separate location using that product.

B-roll does not need to directly relate to what is being said (an editing technique sometimes referred to as "mickey-mousing"), as long as it relates to the overall subject of the video. Showing the interview subject walking down the street might not relate directly to their career history, but still relates to the main subject of the video. You surely would not want to show totally unrelated b-roll, as can sometimes be seen in less cared-for edits, perhaps where stock footage is being used (stock footage has a greater chance of appearing less than motivated).

However you go about adding b-roll, whether you're using it cover up edits or simply to add to the storyline and keep the video engaging, you can be sure it will improve the edit over-all. For tips on shooting great b-roll footage, you can check out our last post on this blog.

Edit Away!

That covers five important areas to consider before you start editing a testimonial video. Of course, editing involves many more subtleties and tasks, as well as many techniques and workflows that can be used to your benefit. For now, these five tips should aid in getting you started down the right path. Once learned and performed, you should be able to dive into your edit with less hassle, at a faster pace, and end up with better video in the end!

Tim Clark
Filmmaker, BiteSite

5 Tips for Shooting Better B-roll

corporate video video production

When it comes to shooting testimonial videos (or any video for that matter), there are several things you can do to make sure your video comes out sounding and looking great. In our last post, we looked at three tips for shooting better interviews. Here, we'll be looking at another aspect of the interview video: ways to shoot better b-roll. B-roll is often a key element in putting together a video, and it can sometimes make or break your edit. It's important to do b-roll right. B-roll can also be the small touch that takes your video to the next level in terms of its visual quality. This being the case, we're going go take a look at everything you should consider when it comes to using b-roll most effectively in your next video.

First of all, what is b-roll exactly?

What is B-roll?

B-Roll constitutes any footage that is secondary to and compliments the main content, or A-Roll footage, of a video. In an interview testimonial video, the interview itself is the A-Roll while the B-roll is any other shot included in the edit. For example, if you have a CEO being interviewed about his business, the b-roll could be shots of his employees working at their desks, computer screens showing the software in action, or people interacting in the office.

Sometimes every shot in a video might be considered b-roll. This can be the case in event coverage videos where all the shots share equal importance in the edit and there is no one shot that is consistent throughout. As well, you can have videos where all you have is the main content with no b-roll footage to spice up the edit. This can be suitable in the case of a quick talking-head video where someone is talking to the camera at length with no need to cut away to anything else. No matter the case, b-roll will always help to improve an edit.

The Advantages of B-Roll

So, if b-roll is secondary to the primary content of a video, does it follow that it is also of secondary importance? This is arguable; it really depends on what style of video you're going for. Generally b-roll is of secondary importance, but that doesn't mean it isn't worth the effort. In the case of an interview video, the main content is more important because without it, you would have no video. However, oftentimes a video will seem incomplete or dull without any b-roll. For example, if you have an interview that is all about the new renovations that have just been done at a particular location, it might seem quite strange to have no b-roll footage showing the final result of those renovations.

B-roll can be more or less advantageous, depending on the type of video. Overall however, it's safe to say that having b-roll in your video can only work to improve it, as long as the footage is of an acceptable quality.

Let's look at some specific ways b-roll can improve your video.

Show rather than tell

In any situation where you have someone talking about a subject in your video, it will always improve the video immensely to adequately show, in the form of cutaway b-roll shots, what it is that the person is talking about. Sometimes the decision to include b-roll in the edit is quite obvious, and the video would seem incomplete without it.

For example, at BiteSite, we filmed a recruitment video for a company looking to hire. Besides the professionalism, warmth, and enthusiasm shown by the interview subjects, it was also very effective to show what the workplace was like (using b-roll) in order to entice potential employees to apply for a position. You can view that video here.

In other cases where b-roll isn't absolutely necessary, it still does a great job in more fully conveying what a person is communicating. Consider another topic; an entrepreneur talking about their experience over the past several months in a coaching program. Getting shots to illustrate what they are speaking on can help to convey the experience that they had more fully. You might have that person interacting with others, working in the location that the program took place in, or have detail shots of the location that might be relevant to what is being said.

Hold Attention

B-Roll is also very effective in holding a viewer's attention. Constantly cutting away to different shots keeps the video interesting and engaging. Rather than staring at the same shot for a lengthy period of time and perhaps getting tired or bored, the viewer is constantly being shown new and interesting images. To illustrate this point further, you can also imagine a video to be more engaging even when there is only one other shot added to the main a-roll shot. For example having one interview filmed at two different angles (showing two slightly different backgrounds), can help to reduce the potential of viewers becoming bored and clicking away. At least there is one element (the second camera) that can be used to switch up the shot.

Cover Up Edits

B-Roll can also be used to cover up cuts in the editing timeline. This is sometimes just as big a reason to capture b-roll as the reasons listed so far. If you're having an interview subject talking to the camera, and you cut out a long pause or fumble in their speech, you're going to have a "jump" in the video where the person suddenly jumps ahead in time. Sometimes this jump-cut style of editing can actually suit the style of the video. However, when the video isn't meant to have jump-cuts, then you really don't want any at all; they stand out like a sore thumb. If you're planning to cut up the interview in post (rather than having a long-form conversation with no edits), you'll want to shoot b-roll simply as a way to cover up these a-roll edits.

Tips on Shooting B-Roll

Hopefully you now have a solid understanding of what constitutes b-roll and why it can be so beneficial to a video. While having b-roll is great, you also want to have the best possible b-roll you can get. There are some things you can do to make sure the b-roll shots you have are quality and will work well in your edit.

Shoot as much as you can

For unscripted videos, it's not certain how many shots you'll need for the edit or even what type of shots will work best to compliment the A-roll. This being the case, it's good to go by the phrase, "better safe than sorry" when it comes to how much b-roll you shoot. Hopefully you'll have an idea of what the most important b-roll shots are (key people, details, or moments that will be important to the storyline of the video), but after you've captured those shots, shoot more!

Having a lot of variety in the edit room will allow you to be flexible and creative, resulting in a video that is best suited to your vision. As well, variety oftentimes leads to creative and engaging edits that otherwise would not have been possible; you'll find yourself telling small little side stories in your b-roll shots. A quick montage of people laughing as an interview subject talks about the positivity of a certain group of people can be the perfect creative beat for the edit. You'll oftentimes be relieved to have gotten a certain shot rather than not. As well, you never know if a client or colleague might come back asking if you happened to get a shot of this or that... it's always nice to have that shot in your back pocket!

Shoot a Variety of Content

While it's good to have ample b-roll to play with when editing together the video, it's also good to ensure you have variety in what the b-roll is showing. Variety helps to better convey the message of the video and gives a fuller picture of whatever it is that is being shown. For example if you're showing what a company's workplace is like, having only still-life shots wouldn't tell the whole story; you would also want to show the people that work there as well. Additionally, capture the moments when those people are working, interacting, taking breaks, laughing, focusing, etc. Variety can also mean getting both interior and exterior shots. Perhaps having some scenic shots on a bright sunny day would really support the feeling you're after, or showing the hustle and bustle of a downtown location might help to get the viewer in touch with experience of the video's subject.

You can even consider b-roll of the a-roll itself! Having an extra camera to capture a closeup of the interviewees hands or eyes as they speak can compliment the main footage of the interview. You can also set up extra cameras to capture motion shots to inject some more energy into the interview; having a slider moving back and forth can add a more professional feel, or having a handheld camera on the subject to compliment a static tripod shot.

Shoot a Variety of Shots

While variety in subject matter is key, variety in the type of shot will help your b-roll even further. Type of shot refers to the framing of the shot (wide, medium, closeup etc) and any kind of camera motion that might be added as well. Wide shots showing the big picture of a location can help to establish a scene or show the scope of the location. Close-up detail shots can help to focus on key elements in a location that might tell the bigger picture. For example focusing in on an award hanging on the wall can portray the pride the interview subject might feel towards his work. When it comes to people, variety in shot-type helps as well. Closeups of facial expressions, or wider shots of people interacting or performing actions, will all help to fill out the edit nicely.

Adding motion to your shots can be a big help in keeping the video engaging. Depending on the feel and flow, sometimes adding a pan or tilt to the camera will work well in the edit. There are also gimbals that can be used with minimal setup time that can keep the camera moving smoothly as you walk around a location. The angle at which the camera is positioned should always be considered as well. You'll oftentimes want to be "eye-level" with whatever you are shooting, whether that's a person or an inanimate object. Angling your camera to either look down or up at whatever you're shooting should always be motivated. For example, the "hero" shot has the camera looking up at a person in order to portray them in a positive and powerful way. Drone shots looking down at a location are also very effective in establishing a location or simply injecting a professional look into a video.

Hold the Shot For At Least 5 Seconds

When shooting b-roll, it can be tempting to capture what is happening around you at a rapid pace in order to not miss anything. This can lead to very quick shots that don't stay on a subject or object long enough to be of any use to the editor in post-production. If a b-roll shot only lasts a couple of seconds long, and the editor wants it to last 5 seconds, it won't work in edit. Sometimes it's not so obvious during the shoot, and can require some extra patience, but holding every shot for at least five seconds is a safe way to ensure that it will be of use in the editing room. If you're editing your own footage, you'll definitely see the benefit of this discipline. Generally, it's always good to have keep the edit in mind when shooting.

Practice, Practice, Practice

It's also beneficial to shoot a lot of b-roll just for the practice of it. Practice in getting a variety of content and shot types. The more b-roll you shoot, the more creative and effective shots you'll find yourself capturing. Oftentimes there will come a time in your shoot where you feel you've got enough b-roll to stitch together a video. It's here that you have the opportunity to get a bit more daring and creative in your shots. You'll likely see things you hadn't before, and come across spontaneous moments that would have slipped by if the camera weren't recording. Practice shooting more to improve your shooting skills and to broaden your creative horizons.

Your Next Shoot

We hope this informations helps you out on your next shoot! Generally, capturing b-roll should be a fun and stress-free occasion, as it allows you to get creative and there's often ample opportunity to get the shots you need. Just keep in mind the things mentioned above, which is to shoot enough, and shoot well!

Tim Clark
Filmmaker, BiteSite

3 Tips for Shooting Better Interviews

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Over the past few months, we've been writing articles that have to do with working with video productions companies. We talked about the time it takes, the cost, and the value you can get from it. However, we know that not everybody has the money to work with an external company. We also know that some marketers are just more interested or keen to produce something themselves. There is a certain sense of satisfaction when you learn something new and create something hands-on yourself. After all, it's a big reason for why we do what we do at BiteSite.

With this in mind, we thought we'd put together some articles on some do-it-yourself advice and techniques. In this article, we're going to talk about shooting better interviews.

Testimonial videos are a great place to start

If you're just getting into video production, testimonial videos are a great way to start. They are sometimes also referred to as unscripted videos, documentary-style videos, or talking head and B-roll videos. These are videos that feature people talking about a product, a service, or a company edited together with some music and shots of what they are talking about.

A good reason to start with testimonial videos is they are a much lower risk production - they require a lot less input and can get you just as much output. On the input side, planning a testimonial video can reduce the amount of work you put in up front. You don't have to secure shooting locations, you don't have to cast actors, you don't have to get set dressing and wardrobe, and you don't have to hire a hair and make-up artist. Not to mention your time that you spend in concepting and scripting (or question writing) is usually a lot less when compared to scripted works. So there is a lot less to think about. On the output side, the video can be just as powerful if not more powerful than scripted works. Hearing genuine testimonies from real people can have a big impact on your audience. Your audience a lot of times won't care that the location you shot in was plain looking, or that your interview subject wasn't lit that well - they will focus on the message and what your interview subjects are saying.

Yes, there are testimonial videos that are super high quality and have huge amounts of production put into them, but when you're starting out, you can get away with minimal setup.

For these reasons and more, a lot of times when we deal with first time clients, we start with a testimonial video.

So, we recommend that if you're starting out, you start with a testimonial video as well.

The role of the interview

When it comes to testimonial videos, the heart of the production is the interview. It's the driving force of the edit and the final video and the better your interview, the better the video will be. We plan to do a whole piece on interviews in the future, but let's briefly talk about why it's important to get a good interview.

Yes, testimonial videos feature a lot more than just an interview. They'll have music, maybe some motion graphics, and lots of B-roll shots. However, these are usually elements that are there to supplement the main event - the interview. A lot of times we use motion graphics or B-roll shots to cover up edits or reduce monotony, but in the final edit the audience doesn't notice that. The audience sees a nicely constructed video in the end and the main thing they'll probably notice is the interview - and that's a good thing.

Most testimonial videos should really be centered around the interviews as they are the best way to drive your message and connect with your audience. In fact, when we edit a testimonial video, we always start with the interviews. The best interviews can stand on their own and don't require things like B-roll.

However, the way around is not true. If your interview is bad for whatever reason and you're producing a testimonial video, things like motion graphics and B-roll won't be able to save it.

So that's why it's crucial to get a good interview.

More than just technical

It's important to note that there is a lot that goes into getting a good interview. There are things to do in pre-production such as research, concepting, messaging, question writing, pre-interviews and more. We will cover those in future posts. In this post, we're concentrating specifically on the technical aspects of shooting an interview - in other words, making your interviews look and sound better.

So here are 3 tips for shooting better interviews.

Tip 1: Frame Better

When it comes to shooting interviews, one of the easiest and cheapest things you can do is simply place your camera in a better position. Here are some things you can do to get a better frame.

Get closer

When people start getting into shooting video, it's a natural tendency to be afraid of close-ups and stay far way from the interview subject. However, getting a tighter frame on the interview subject makes the interview more intimate and helps the audience connect with the person speaking. Now you don't want to make the subject feel uncomfortable, but try to get as close as you can to get the framing right.

So pick up your tripod and move it closer to the subject.

If you happen to have a zoom lens, you can also zoom in as far as you can. However, if you do this, be sure you are using optical zoom rather than digital zoom.

If you're unsure about how close, a "medium close-up" is a good place to start which includes the subjects head and shoulders.

Rule of thirds

After you've gotten your frame tight enough around your subject, the second thing you can consider is the rule of thirds. If you don't know what that is, there are a ton of tutorials you can find on the internet about this, but in short, you divide your frame into 3 sections horizontally and vertically and then place your point of interest on the division lines. For an interview, your point of interest will be your subject's head or eyes.

Have the interview subject look at you

Lastly, to get a good classic frame, you as the interviewer should sit beside the camera and have the interview subject look at you rather than at the camera. Beginners have the tendency to stand directly behind the camera so they can watch the screen and fiddle with settings. However, a more interesting frame is to have the subject look slightly off camera and the easiest way to get them to do that is to have the interviewer sit beside the camera.

Now, if you're a one-person team, you'll still want to sit in a position where you can occasionally glance at the camera to make sure everything is recording ok, but spend the majority of your time just talking and engaging with the subject.

Rules are made to be broken

It should be noted that these rules are broken all the time - but they are done so with motivation. So if you're just starting out, it's better to learn these rules and get used to them until you have more experience and a motivation to break them.

Tip 2: Sound Better

You will hear this time and time again: audiences will forgive bad video but not bad audio. It's true, without fully realizing it, and surefire sign of a amateur video is bad audio. So to separate yourself from the masses and to really up your game, you should improve your audio.

The key to getting good audio is to get your microphone as close to the interview subject as possible. Now, moving your camera closer will already improve results, but it most likely won't be enough.

This is one area that we highly recommend investing a bit of money into. The best way to solve this problem is to buy a separate microphone to record your audio. We recommend a lavalier or lapel microphone like the Audio Technica ATR3350is which goes for about $50 CAD or the new Deity V.Lav microphone which goes for about $70 CAD. Both these microphones work great with most cameras and most smartphones and will improve your audio dramatically.

If you don't want to invest that money but have another smartphone lying around, check out Wistia's article on shooting video with a smartphone. They have a great tip on placing a second smartphone close to the subject and recording the audio with a app like Voice Memos. You'll have to do some work in post-production to sync up the audio, but the results will be worth the work.

If you want to hear the difference a lavalier microphone can make, check out the video above.

Tip 3: Light Better

The last tip for making your interviews look and sound better is to light your interview subject. A lot of times videographers will place an interview subject wherever is most convenient or just based on the background. However, if you spend 5-10 minutes looking around, you'll probably find a space that will have better lighting.

A good rule of thumb is that you want to find a place that has a LOT of light. Big offices are usually good because they have a lot of overhead lighting, but if that's not the case, try to find a big window or even consider doing your interview outside. A big bonus is if the light is coming from one direction light through a window. That way you can position your subject in a way that will create a light on their face.

If you are dealing with overhead, harsh lighting, watch out for unflattering shadows under your subject's eyes and nose. Moving the subject slightly forward or backward can usually solve this.

Finally, if you have some money to spend, you can actually do a lot with a small LED light like the Neewer 160 LED Panel which goes for about $35 CAD. If you need a light stand, you can also pick one of those up for $25 CAD here.

Check out the images below for some lighting ideas:

Happy shooting

As we mentioned, interviews are a key part to a testimonial video and getting better interviews will definitely give you a better end product. While there are many things to consider when getting good interviews, the 3 tips above are a good place to start.

Casey Li
CEO & Founder, BiteSite

Corporate Video Case Study - Iridian Spectral Technologies

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Lately on our blog, we've been talking a lot about the value of video. Check out any of our recent posts to see more on this topic. In this post, we'll be continuing that theme and taking a closer look at one of our past projects. We'll see how a promo video we produced for a past client was able to help with their marketing efforts by creating awareness for their company. The video in question was done for Iridian Spectral Technologies. You can view it here. Iridian Spectral Technologies creates a variety of custom thin film optical filters for its worldwide client-base right here in Ottawa, Canada.

This video was one of our larger productions, and we're happy to say that this project was big success as well. Everything from pre-production all the way up to the marketing of the video after it was completed went smoothly and was executed well. While there are many angles we could take in looking back on everything that went into making this video a success, we'll focus on just a few areas that we hope will be of benefit to our audience.

We sat down with Jason Palidwar, Iridian's account manager who was involved in the video's production and marketing efforts, to hear his thoughts on the value of their video. To hear what Jason has to say, you can check out the video in this post, or read on for a summary of his answers.

Why Iridian Wanted A Video

Iridian already had a lot of marketing materials to promote their business. Whether it was promotion through their website, print materials like brochures, or attending trade shows, Iridian certainly had ways to attract and interact with potential customers. So, why did they want a video to add to their marketing strategy? Jason tells us that they believed video would be an effective way to create more awareness of their company. Not only this, but they were also looking for a "more unique and complete way" to communicate who they are what what they do. Given that Iridian is a service based company with a whole lot to offer, they saw video as an effective way to communicate their service. Jason not only saw video as an effective way to showcase what Iridian offers, but also the people who make up the company and their facilities.

The Effort Pays Off

At BiteSite, we love clients who are willing to work with us to craft a video that they will be delighted with and excited to promote. While we understand that we can't always get absolutely everything we might want from a client throughout the production of a video, it is often the case that the more effort the client can put in, the better the video will be.

When it comes to involvement, we've outlined all the steps a client can be expected to take in their video's production in one of our past posts. You can find that post here.

When it came to this particular project, we found that Iridian was especially willing to put in the time. So, we were curious as to what made Iridian such a willing participant in their video's production.

Jason let us in on their mindset going into the production. Simply put, Jason figured that if they were going to invest a significant amount of money into the video, they should put as much of their own effort into it as well. Not only that, but involving themselves in terms of offering access to their internal facilities and allowing us to interview a variety of their people allowed them to really showcase the spirit of Iridian and what makes them unique. Jason notes that if they're trying to sell their company by way of their people and the interactions they have with clients, then it's a good idea to show the world who those people are.

How To Market A Video

We noted that after completing the video and delivering the final cut to Iridian, it quickly garnered a lot of attention online. At the time of this post, the video sits at about 101,000 views on YouTube. We asked Jason what marketing efforts they put into the video that led to so many people seeing it. Jason mentions that they posted the video on their website and linked to it through social media. As well, they had online marketing partners promote the video further; they set up YouTube ads as well as pop-up ads on other websites. The pop-up ads in particular were targeted specifically towards people of a certain location who had also visited their website (a marketing strategy that Jason notes is known as "geofencing").

Was It A Success?

Lastly, we asked Jason if they got what they wanted out of the video and if it was a success in their eyes. Jason told us that they in fact got "fare more than we initially bargained for" from the video. Jason got a lot of feedback from people in the industry that they had seen the video and thought it looked great. Overall, Jason got the sense that they were generating a lot of awareness for Iridian, which was their goal to begin with.


So there's a quick look at one of our past projects and how it was a benefit to the client. Besides getting a polished video showcasing their company to place on their website, they were also able to generate awareness by promoting the video extensively online. This project was a strong testament to the results you can get the client treats their vendor relationship as a true partnership, and puts in the marketing efforts after the final video is delivered in order to have it deliver.

If you have any questions or thoughts, feel free to comment below. Stay tuned for more!

Tim Clark
Filmmaker, BiteSite

A Surprising Benefit of Making a Corporate Video

corporate video marketing video production

BiteSite has been in business for over 6 years now and we've had the amazing privilege of making a lot of corporate videos for a variety of clients.

When we started, we had a less formal process but we definitely found it important to get at the heart of what our clients were trying to say. Whenever we had a kick-off concept meeting, our goal was always to leave that meeting with the confidence that we could sell our clients' products or services.

It was that passion for our clients' culture and message that led to a surprising benefit that a couple of our clients have now commented on.

Concept Meeting

One key part to our process is having a collaborative concepting meeting where we ask our clients questions like "What is your key message you're trying to convey?", "What is the culture or mood that you'd like to evoke?", and "Who is your key audience?" In doing this, we get a good picture of everything that our clients are about. We really try to buy into everything to the point where we feel like a small part of our clients' companies.

Although I have not worked directly for marketing firms, I would imagine this is a common messaging exercise.

Distilling it down

Where things get interesting in terms of video production is that we introduce the constraints of video. Most video aims to be short and easy to consume. We're talking in the neighbourhood of 30 seconds to a couple of minutes max. So with these constraints in mind, our next step is to ask our clients tough questions about what is truly essential. We ask them "Are there certain aspects of your messaging, your culture, your services that we can cut out?" For some clients, this comes really easily, while others have to make tough decisions. When it comes down to it, when you have such a short time to communicate a message, you want it to be simple and short.

Don't make the mistake of trying to cram everything you can into one video.

The Surprising Benefit

So after going through the exercise, you end up with a nice, simple, well-thought out and concise message. You end up with a quick way to communicate exactly what it is you're trying to get across. Once you have this, you can now apply elsewhere: to other marketing materials, to your presentations, and to your daily conversations.

So even though your ultimate goal is to end up with a video that you can share around the world, making a corporate video has the added benefit of putting your through an exercise that forces you to think and communicate in simpler, easier to understand, well-thought out terms.

Thanks for reading.

Casey Li
CEO & Founder, BiteSite