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5 Steps to Start Your Video Marketing Strategy


Video content gives your company a human face, builds trust and allows your prospects to see your product or service in action.

There’s no question about it. Video is huge and the ways businesses can cash in on the benefits are growing exponentially. When it comes to marketing your business, video should play a huge role.  Whether you’re showing people how to most effectively use your product, giving viewers an inside look at your company and the people who make things run, offering client testimonial videos, or using video ads for your Facebook advertising campaigns, video should be an integral part of your marketing strategy.

Video is changing how companies reach new prospects, convert traffic into leads on their websites, close sales, cover customer service issues, and delight your brand advocates.

Consider this:

  • Video has the highest click-through rate of any digital format
  • Digital video advertising spend will double by 2019 in response to a surge in mobile video.
  • By 2020, 75% of all mobile traffic will be video
  • According to HubSpot, including video on a landing page canincrease conversion by 80%
  • Videos earn the highest rate of engagement of any other forms of content

2017 is definitely the year to get your videos rolling! So consider these business video marketing strategies when planning out your first – or next – video.

1. Make your video as short as possible.

Short Video TimesGrab your audience’s attention and then deliver value fast. Assume that your viewers are busy. Short and sweet is a safe strategy, especially when most people don’t even watch videos all the way through. Sure, you can create longer videos when needed (and they may be more worth your while in remarketing campaigns), but don’t presume that video marketing equals full-length video content.

Different videos have a different optimal length but in each one of them, the rule of thumb will be :  make it as short as possible.

Consider the following examples:

  • Tutorials/Explainers (45-90 sec)
    The most common type of video tutorials are mobile and Web app tutorials. Since one of the goals of a tutorial is to show how simple it is, you need to keep your video the same. Simplicity means less time. Keep most tutorials under 2 minutes.
  • Creative commercials (15-59 sec)
    Just think about it – some of the best ever commercials are those we’re used to seeing during the Super Bowl, where the spots are the most expensive and the average commercial stands on 30 seconds.
  • Consider a clever gag, a funny story, or a heart-warming image. And remember – 59 seconds always looks better than 1:00.
  • Crowdfunding videos (Avg. 2.5 mins)
    Crowdfunding videos are usually longer than commercials and tutorials since the purpose is to create credibility around the project. Often a crowdfunding video will include a “talking head” part and another part showing the product, process, etc.
  • Testimonials/Talking heads (60-119 sec)
    When you want to show your customers talking about your product or your founders talking about the company, the video can be even four to five minutes long.

Grow your audience by making sure you’re consistently providing a fast delivery on your ideas. If you’re consistent with short clips, your audience will be more likely to tune in again and again because they know the delivery is quick and the value comes fast.

2. Post video content in multiple locations.

Where your video content is hosted matters. Creating a video and uploading it to YouTube might be your first thought. But here’s why that’s not your best option. Facebook videos directly embedded into the platform get more engagement than posting a link to a YouTube video. Based on Mixpo’s recent State of Video Ads report, Facebook will overtake YouTube as the leader in online video ads in the next 12 months.

For maximum video marketing ROI, you need to directly embed your video content in multiple locations. Embed videos within blog posts on your own site, pin videos to Pinterest, and share your new videos on your business’ LinkedIn profile, Facebook and Twitter. The more touch points you create, the better your chances are of seeing increased video return on investment.  Wherever you post your video, make sure embed codes are offered to your audience. If you allow others to embed your video content, the reach of your brand messaging is extended. Make sure your videos are watermarked with your logo for an added boost of brand awareness.
Screen Shot 2017-05-24 at 11.23.26 AM

3. Include video in your email marketing.

Sharing your videos on your website or social media channels isn’t your only option; don’t forget about expanding your video’s reach via email. Embed video content in your email newsletters consistently and watch your open rates climb. When your email subscribers come to expect awesome video content from you, they’ll look forward to your next message, and not just hit “delete.” Mention your embedded video content when you promote your email newsletters on social media and you’re likely to see your subscriber list grow, too.  How about adding a link to your latest video in your email signature?

Once you realize just how many ways you can use video content, you’ll understand why this form of visual content marketing is exploding in popularity.

4. Optimize your video for SEO.

SEO is crucial for video marketing success. Here’s what you need to keep in mind:

Video Keyword: Like anything in SEO, the video SEO process starts with keyword research. What are the phrases you think potential customers might use to search for content related to your topic? There are a variety of tools you can use, like Answer the Public, or Google’s auto-fill capabilities. After you’ve selected potential search phrases you can rank for, you’re ready to check out how strong your keywords and phrases are. In Google’s Keyword Planner, you can get search volume and traffic estimates for keywords you’re considering.

Video Filename: Make sure that you use the keyword in the video’s filename.

Video Title:  The title of your video should be at least 5-words long, enabling you to include your full keyword without keyword stuffing. Additionally, you get aslight video SEO boost by putting your keyword at the beginning of the title.

Description: Search engines rely on your text description to determine your video’s content, so be sure to:

  • Include a link to the appropriate page on your website
  • Include your keyword/phrase in the first 25 words
  • Make the description at least 250-words
  • Include your keyword more than once

The more you optimize your videos for search engine discovery, the better your content will perform. Make all that effort really count.

5. Make your load times as short as possible.

Load time is absolutely critical for increased video ROI.

Video Loading TimeMake sure your video is compressed for speed and in a format that will load quickly regardless of a viewer’s device. With ready-to-use livestreaming platforms you needn’t worry about compression rates, but any embedded video content should always be optimized for speed/load times.

Finally, don’t forget to repurpose your video content into multiple formats.  Create a slideshare presentation, build a blog post around your latest video or offer polls on social media based upon your videos. Create a series of video snippets and images with text based on the content. The more ways you repurpose video, the better your return on investment. Make repurposing part of your content marketing strategy – it saves you time and effort, and gets the most mileage out of that extremely valuable video.

Think you don’t have the budget to make an effective video? Think again!

You can make an effective video on your cell phone if it’s done well. But if you’re looking for a more polished & professional look, video marketing companies like ours can create budget-friendly videos specifically tailored to social media, e-newsletters, or other short-form formats. Or, if you have a bigger budget at your disposal for your video project – perhaps to make it longer and more all-encompassing, such as a front page video explaining your company on your website.

Check out some of our videos, then give us a call to talk about your next video project!


Fill out the contact form below to get started:


Kennedy Web Video Explainer from F. Scott Kennedy on Vimeo.

Video Production Success – Facebook Vs YouTube



Picking between the two giants

After a decade of being the unquestioned leader in the online video market, YouTube, the Google-owned service, has found a formidable rival in Facebook.  With the rise of video production as an effective content marketing tool, today’s marketers ask: which channel can be best used to present their brands to their audiences – Facebook video or YouTube?

Search vs. Social

YouTube and Facebook are two media platform giants that have different advantages. Search for the former, being under the umbrella of Google; and social for the latter. When trying to discover content, we run to Google and simply search for anything through the use of keywords. Being under the umbrella of Google, YouTube holds the edge when it comes to search as Google can simply favour its channels. That said, when users know what to look for, they can simply try to play with keywords and results including YouTube videos can come up that easy. However, the case seems to be changing recently because of social media. While YouTube remains to be the biggest traffic destination when it comes to videos, Facebook is working to take a larger slice of the pie. In just a short period of time, Facebook videos are seen to be gaining more control in the online video scene. It is not very surprising to know that Facebook will soon take action in turning its attention to videos. As video marketing continues to become popular in the online marketing industry, Facebook’s merger of videos alongside its social media edge is a huge benefit to online marketers and businesses. In today’s case, Facebook feeds the top and recent videos to its users, which makes it possible for people not to turn to search engines just to see the latest and the trending. Through this system, social media gains the momentum when it comes to presenting what’s hot, viral and most viewed. Moreover, let us not forget that YouTube videos are also being viewed through Facebook.

Weighing between the most recent and the permanent content

As marketers, you must carefully study your goals for your digital marketing efforts. Understanding the trade-off between permanence and recency is vital in deciding which channel to place your video as it will measure your video’s ability to hold attention over time. For instance, Facebook Video can help your content gain attention through social media actions such as likes, comments and shares, but it can disappear quickly since recency and social interaction are the only ways to keep your video actively visible on the news feeds. YouTube, on the other hand, can easily be searched even when the video has been posted years back or hasn’t even gained much social actions. The important thing to note on YouTube’s edge in this case is that, your video remains searchable over time and can even gain attention even it is an old content. So in terms of staying power, YouTube takes the lead over Facebook. While if you think you can leave your video’s success on social actions, turn to Facebook. Now, have you decided where to put your brand’s corporate video?

Good news for marketers

Although we try to carefully figure out which is best and more beneficial to our brand, there’s a slightly positive thing that might ease the dilemma of choosing between Facebook video or YouTube. That is, competition between the two video channel giants is actually beneficial to brands that are keen on video production. Simply put, video content creators can in fact take advantage of the emerging online video developments in each channel. With proper planning and strategy, you can be sure that your video production efforts will be optimised. Facebook videos are known to be made to grab the users’ attention, so one thing to do is to create teasers for the Facebook page, and connect them to the full length version via the YouTube channel. This, however, is one of Facebook’s biggest downside against YouTube. While Facebook works to convince marketers to post full videos on the social media channel, users can see gaining more potential on YouTube where the content can be monetised. Will Facebook offer a better arrangement to its video content creators than that of YouTube? We can only wait. But until then, try to work around how your brand can get the most out of the competition. However, if you are more concerned about brand recognition than your video’s record of overall views in each channel, then you could post the same videos on both channels. BuzzFeed does this! Why? Simply because it’s fundamentally more significant to spread your video, gain recognition and increase recommendations in two different channels rather than increase the number of views by staying in just one channel. In the case of BuzzFeed, results have been different, wherein marketing videos on Facebook sometimes result to more views while the same video gathers relatively lower views on YouTube; and sometimes, the other way around when the video is found on YouTube search.

Online video production landscape

By understanding your brand and the online video landscape, you will be able to determine which approach is better. Plan and create a strategy to ensure where your video content will fit in and benefit your brand best. As you plan about your next move, try to leverage on these two biggest video platforms to make your social media marketing efforts a success.

To know more about video production for Youtube & Social Media click here: Kennedy International Studios Video Productions

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Kennedy Web Video Explainer from F. Scott Kennedy on Vimeo.

Making Sense of the New Cinema Cameras

Making Sense of the New Cinema Cameras

Last week’s new Cinema camera announcements were monumental in many aspects but not exactly what many were hoping for as far as the new Canon C300, or was it? I on the other hand think that it is a great camera and I will probably be purchasing one next year (need to be able to download real untouched footage first), is it better than the new Red Scarlet X? No, but not the same kind of camera. Here are my thoughts on the two and why I am choosing the Canon as a purchase camera.
As I said earlier, they are completely two different cameras. I am a firm believer that there is no perfect camera, you need to pick the best camera for the project you are working on. Some projects require 4 or 5k shooting but many do not; some require fast editing & turn around, some do not; some require autofocus and fast ENG shooting, some do not. You get the idea. Philip Bloom has a great video out about “ Choosing the right camera for the right job ” , you should go check it out, part 1 & part 2.
For the sake of argument lets examine the features of both and get past the “specs”, let’s talk real world use by a production company. On Thursday November the 3rd Canon released the C300 and then shortly after that Red released the Scarlet X. I used 2 different live blogs to view the details as they unfolded, and Here is what I learned as they revealed the short and specs.


Canon C300

Canons release of the C300 had a huge release party with some of the top names in film, Martin Scorsese, Richard Crudo, Polly Morgan, Vincent Laforet, and Sam Nicholson all were beta testers on this cinema camera and produced short films that were shown at the beginning of the release. When they first starting showing these films on the 50 foot screen all the live bloggers could say was wow, great image, so sharp, etc… Then they released the dreaded, misleading specs! Only 1080 and a $20,000.00 retail price tag? All of a sudden everyone was upset that it was not 4k, and so expensive, never mind the great image they just showed, it is now crap as the Red fan boys said, ha, ha. (You can get all the specs for the C300 at



Red Scarlet X

Later in the day Red announces the specs and price for the new Scarlet X and the Red fans went wild! Basically the Red Scarlet X is a downgraded Epic (used on almost every film out there right now) that shoots 4k RAW, no 300 frames per second as with the $58,000 Red Epic but it only cost $9750.00 for the body only. This is great, finally we are able to shoot 4k for less than $58,000.00. As soon as this came out the web was full of headlines “Red blows away Canon!”, “What was Canon thinking?”, “The Event that stole Canon’s Thunder”, etc… Do I agree with this? Well, that’s the gray area. These cameras should not be competing anyway. One is 4k and the other is 1080, but which one is really the most affordable and easiest to use? Which one is easy to edit? mmmm…..

When to use 4k

Now let’s compare these two cameras in the real world, this is where the Red people are going to hate me.

Most production companies do not need 4k yet, there I said it. Let the reprimand begin! But, hear me out, how many of you have a 4k monitor for editing? How many of you have been to a 4k theater in your town? How many of you have a 4k projector? How many of you have a 4k TV? Not a lot right? Most medium to small towns do not even have a TV station that broadcast in HD, they may send an HD signal but the local news and local ads are still SD, if you have cable you still have to pay extra for the HD channels, it is not fully main stream. What I am trying to say is that yes in 10 or 15 years the main stream population will be able to purchase 4k TV’s for their home, but not right NOW. So, we are back to the right camera for the right job. If I was making a feature length movie or a national TV commercial for BMW that I wanted to be future proof as far as the best quality and the longest life then I would shoot it on a RED. But most of us do not make our living doing that, the big jobs are great but most are smaller, bread and butter jobs. They need to be great quality and out the door fast to keep our clients happy and the money flowing.

C300 & Scarlet X – Breaking down the true price:

The list price for the C300 is $20,000.00 and the list price for the Scarlet X is $9,750.00, a huge price difference right? WRONG. The Canon C300 is retail price so its street price will be around $16,000.00, I still think that Canon should have had a street price of around $13,000.00 but that’s neither here nor there. The Red Scarlet X is $9,750 for the body, but you need much more to run a red camera than a Canon. If I purchased the C300 today then I can slap on one of my lenses, insert a CF card, place it in one of my already purchased rigs and start shooting. If I purchase the Red Scarlet I am going to have to get the kit for $14,015 just to start shooting some footage. With the kit I should be able to shoot about 30 to 60 minutes of footage in Raw before I have to download the card. That’s not enough, so I need more storage, Red uses SSD so I have to purchase them from Red for $995 per 64gb. If you want to edit Red Raw in real time you will need a “Red Rocket” graphics card which is $5,000 (see more info below). I already have a separate recording devise for sound that I use with HDSLRs so that will not be an expense for me but just so that you know, the Red does not record XLR sound yet so you will have to sync the sound. If you do not have this then that is yet another expense. Now, all my rails for my rigs are 15mm systems and the Red are 19mm, got to get a few thousand in rig parts. So, that $9,750 has grown to around $23,000 or so depending on how much storage you need. Still a great price for a 4k camera but not really a $10,000 dollar camera.

Reliability and Response:

I have used Canon cameras and lenses for 20 years and have been a member of CPS (Canon Professional Services) most of that time. They are amazing at helping out the pro shooters with fast response and equipment replacements. The one thing that worries me about Red is that they are a very small company, what if something goes wrong? The Red CEO’s quote is “Everything in life changes… including our camera specs and delivery dates…” “We reserve the right to refuse service to anyone with a bad attitude.” Yes, that’s funny… but not comforting to someone who would be relying on their equipment to make money. Here is a great example of two Red problems. Philip Bloom showed up for a commercial shoot and the camera would not fire up, he had to shoot it on a HDSLR 5D MII, the only back up he had with him. Philip also shot some things for a friends movie called “Host” and this is what happened, my worst night mare as a DP, video: DP’s Worst Nightmare Link

Sensors Compared:

From what I have seen so far you could use the HD footage from the C300 along with the Red and most people would not even know the difference. Most people read specs and think that it is the golden ruler as how to measure the cameras, we have learned form still photography that it is not all about mega pixels but about smooth, clean, sharp images and the harmony of all the cameras components that make great images. I think that is what the film industry needs to learn. To keep from getting too technical I will give you some links below. Basically just because Red says there image is 4k does not mean that it is a 4k in the truest sense. This article by John Galt will help you understand more: The Future of Pixels. And there is one more problem to deal with if you want to shoot regular 2k/HD footage on the Red, crop factor is crazy! See Philip Blooms demonstration here: Philips Crop Demonstration also here:

Edit Time:

Most editing suites will take the new Canon C300 files directly into the time line and you can begin editing on your current machine with no problems. Red files on the other hand are raw. This is great for keeping a great dynamic range and giving you much more options in post, but they are hard on older computers, anything less than say a $6,000 comp with a $5,000 Red Rocket card is going to struggle. This means much more edit time and cost to your clients.

Main Advantages of Each:


Canon C300 Advantage

Not a lot of extras needed
Amazing low light performance
Great Dynamic Range
Easy Editing


Red Scarlet X Advantage

Shoots Amazing 4k Raw
Sensor can be updated
Amazing Dynamic Range
It’s a Red, makes you look cool

We all know the Red is a great camera, but what about the C300? Vincent Laforet said this in his Blog today, ” I can also say without hesitation that the Canon C300 has one of the top 6 sensors (and supporting processing hardware/chips) in the world. Many people/bloggers out there are erroneously saying the 5DM KII can do as well- but they haven’t a clue, to put it very bluntly. I’ve tested both – extensively and side by side. The C300 wins hands down- and that’s in relation to almost all cameras out there today (short of the very high end,) not just the Canon 5DMKII. I look forward to putting some tests out there this week. I’d pick the C300 over any other camera (including the Sony F3 and the FS100) any day” . Vincent also owns the Red Epic and is a huge fan of that camera but even he states the great performance of the C300.

Final Thoughts:

The Red is an amazing camera, we all know this. Will they make their promise come true and meet the shipping requirements? We will have to see. Can Red keep up with demand and quality? We will have to see. Will I use the new Scarlet X, I am sure I will. When a project with this budget and quality calls for a Red camera then I will happily use it. Will I purchase one? Not any time soon, we will rent it when needed but probably not purchase. Unless something changes, like my movie that I have been writing gets started or we have a big enough project that it would be more cost effective to purchase a Red than rent, something like that. It may seem like I am bashing the Red but I am not, It is an amazing camera at a great price for the kind of camera that it is. I am just showing the cost differences and production differences. Would I like to own a Red Scarlet and a $58,000 Red Epic? Hell yes, I would love too, but is it the right thing at the right time? Not in my opinion. If you have the extra money then get both cameras, if you are like us and getting through the bad economy month by month then just rent it. Even though I think the Canon C300 is a bit over priced I think that it is a good camera. We will see how things go over the next few months, we will soon see how this all pans out for us, the end users.
The right camera for the right job. The ultimate choice is yours.


Update 11-08-2011

Just heard a rumor that the Red Scarlet-X is already on back order till June 2012, if it is true then its a shame that they can not keep up.

Mercedes-Benz of Dothan Commercials – Dothan AL Video Productions

Myself and Mike have been working with Mercedes-Benz of Dothan on a few projects that will start airing this month. The first is a documentary style 60sec ad telling the story of how Dawn’s Mercedes saved her life, there is also a 4.5 minute feature length version entitled “Crash”. The 3rd is a 30sec ad for the GL550 entitled “Prestige” Enjoy

“Crash” 60 sec

“Crash” Feature Length


F. Scott Kennedy & Kennedy Int. Studios – Premier Video Productions in Dothan, AL; Gulf Coast of FL; Atlanta, GA; Birmingham, AL; National and International Travel

Ramona Haar Fine Jewelry – Presentation Videos

Here are a few of the videos we produced for Ramona Haar Fine Jewelry to be shown at the Time Warner Center in New York City next week. We had a great time shooting and working with everyone involved!

Ramona Haar Fine Jewelry – 2011 Lines

Produced by Kennedy International Studios for the Time Warner Center
©2011 Kennedy Int. Studios

Director of Photography: F. Scott Kennedy
Art Director, Editor: Mike Barfield
Hair and Makeup: Lindsey DiCapua
Still Photography: Nicole Everson

Cara Blondheim, Megan Phillips, Tiffany Nguyen, Sophia Rogers, Demetria McClenton, Courtney Caulfield, Jessica Hutchings, Carley Martin.

Filmed with the Canon 5d & 7d using fast Canon primes.

Day 2 of 3 – National Infomercial

Today is day two of three for a national infomercial that we are working on with one fantastic client. Special thanks to Leo’s wife for one great lunch! Here are some behind the scenes photos.
F. Scott Kennedy

Day 1 of 3 – National Infomercial

Today is day one of three for a national infomercial that we are working on with one fantastic client. Here are some behind the scenes photos.
F. Scott Kennedy

1161 N. Park Ave. Dothan, AL 36303 334-678-8454