Our CEO Antti Sipilä interviewing Andy Krainak, brand manager of Gary Vaynerchuk. He generously shares their content production model that is based on video production and extrapolated to smaller pieces of content. This is called a pillar of content or, the Gary Vee content model. Andy Krainak and Vaynermedia was brought to Finland by Arctic Startup. Enjoy the value!
Finnish growth companies often do not understand what sales is
Keith Silverang tells Antti of the biggest challenge of Finnish growth companies in his experience: attitude towards sales.
Keith is the Technopolis Plc’s CEO. He has been an entrepreneur and an executive in Finland for many companies over 30 years. As Technopolis CEO, which locates and serves a large part of Finnish growth companies every day, Keith sees their people, operating methods and financial figures in the long and short time span, so he knows what he is talking about.
AntinStory is Antti Sipilä’s and OneMinStory’s video blog.
“Everything good should start with the premise that we’re in a global market right from the start, and not internationalize separately. The starting position should be that we can serve the customer regardless of where they are or what language they speak.”
– Jani Penttinen, CEO, Transfluent
A video included in Transfluent’s Slush pitch from five years ago and the media publications that followed it:
Slush as a launching platform for breakthrough
Transfluent is a model example of a company which succeeded in an international breakthrough through the use of videos. In 2011, Transfluent was successful in a competition held at Slush. It got immediate international press coverage with the video included, made a rapid breakthrough, and ended up moving its headquarters to the United States. Originally, Transfluent was specialized in the translation of social media in particular, but has since expanded to become a full-service translation agency.
“In comparison to traditional agencies, we’re really quick and flexible,” says Transfluent’s founder and CEO, Jani Penttinen.
Videos as a tool for convincing
Since the beginning, Transfluent has used videos in both marketing and internal use. With concise one-minute-videos, it has managed to tell about their service in pitching style and thus convince clients around the world. Of course, the breakthrough is affected mostly by the video content about the company, but it doesn’t communicate correctly to the viewer if the language and tone of the video isn’t right.
OneMinStory has done cooperation with Transfluent for a long time. The quality is always guaranteed and tasks are taken care of efficiently, for example in translation work on videos.
Penttinen adds a few tips on those considering localizing videos. Firstly, use time on communicating your own vision. Secondly, concentrate efforts on the languages and markets where there is the most demand. Finally, take localization into account already at the planning stage of the video.
The localization of a video
When you have a video ready, done in one language, (How was it made?), we can help you in your international breakthrough by localizing your video to make it suitable for other markets. Here, with the permission of Ouman:
A 5-Language remix about the company story of Ouman
We seek to produce localizations on a turnkey principle. You don’t have to use your precious time unnecessarily on technical details, we got it covered for you!
With us, the video localization process is very simple:
Translating the language of the video. In order to achieve the best end result in the video, both the narrator’s voice and the texts of the video have to be translated. By using Transfluent in the translation work, we ensure that the content is always of high quality, even when translated. 🙂 In addition, we also check the translation with you so that you’re sure to be pleased with the end result.
Commissioning a new narrator voice. OneMinStory has accrued comprehensive contacts through experience, through whom we’re always sure to find professional native speakers as narrators. So, localization into rarer languages too is also sure to succeed with our help.
Editing and compiling of the entirety of the video. So that the rhythm of the video remains smooth and the whole remains of high quality, despite the change in language, new spoken lines and texts have to be edited precisely into video.
As Transfluent’s Jani Penttinen also notes: “An unlocalized video only reaches a small part of the potential number of viewers, so through a small additional investment, you get a lot more benefit out of the video.” The localization of a video with us costs, in its entirety, about 25% of the cost of the original video.
On the basis of my own experience, a good translation is based on careful work done by people who care and communication between the translation agency and the production company.
There’s that certain something in the 360-degree video and virtual reality, but what is it?
When I first got a 360-degree video in front of me on YouTube where I got to turn the ‘camera’ myself with my mouse in any direction whatsoever while the video played, I realised that there was something new before me and that it made sense. At the same moment, it occurred to me to wonder what that sense might be. I honestly don’t fully understand it yet either, but I do understand that there’s always sense for a marketer in an exciting experience! Those who first adopt the application and learn to use it have at least the advantage to take on the change with confidence and readiness.
In this article, I’m not going to deal with the hype and investment boom around virtual reality – let’s just conclude that it’s significant and you can go into that from this link. I’ll concentrate on the content, so let’s get to business:
Choose where you look
In a 360-degree video, the viewer can turn the camera angle in the direction they want. In other words he is in the middle of the events of the video! It’s a new and exciting experience. For example, in the video below: grab onto the screen and find the singer!
N.B. For now, YouTube’s 360 videos only work in the browser on the desktop. When viewed on the computer, use the latest Chrome, Firefox, Opera and Internet Explorer browsers (not Safari!). With your smartphone and in Safari, you can see a so-called stereoscopic whole 360-degree picture, which isn’t much of an experience. If you want to use your smartphone, use the YouTube application which allows 360-videos.
The video was produced by the OneMinStory network’s Medialouhos.
A 360-degree video is at its best when viewed with VR goggles and so that the viewer gets to take part in the events. It leaves an indelible impression! Unfortunately at least for now, VR equipment or goggles are a rarity, and hardly anyone uses them primarily to watch commercials.
How can a marketer use virtual reality now?
It’s new, successful, exciting and the wider audience doesn’t have easy access to it. Just like a celebrity! Connect your image in a genuine way to virtual reality and offer your customers real encounters in a new kind of environment.
We arranged a VR booth at the event of our customer Plastex, where the video artist Arto Ant-Wuorinen got to try out virtual reality for the first time. Participants got to try their hand at three-dimensional drawing in virtual reality with the Tilt Brush application of Google. Even the more sceptical and grown-up experimenters were entranced by the experience! All of them learned to draw literally brilliant works at once, move amongst them and experience:
WHAT IS A DRAWING LIKE THAT’S A SCULPTURE AT THE SAME TIME?
The experience was, above all, fun, intense and refreshingly new. It was a unifying topic of conversation, but not too technically educational, because it’s possible to get involved in the experience immediately. The apparatus is already at such a good level (thanks to the Finnish virtual reality association FIVR for the loan of the equipment!).
The 360-degree video is immersive, above all, i.e. practically very captivating, because it places and, at best, submerges the viewer on an experiential level right in the middle of events.
Where’s the story?
How is a story told in virtual reality or with a 360-degree video? In the same way as before; it has a beginning, middle and end, and something changes along the way and in the thinking of the viewer.
Carrying the viewer along in the story, at the same time as they take part in the events and literally use the camera themselves, is challenging. However, it is done. A good example is virtual reality games.
In the same way as in many games before, the idea is to walk along a particular ‘reality tunnel’. Another way is the situation that begins and ends at a specified time, like in the music video seen before.
Control must be given up
In virtual reality, the teller of the story has to understand that the viewer’s use of time, state or experience cannot be controlled completely, and that’s not the intention either. To the horror of many story-telling professionals, in order to succeed, the teller has to give up control in virtual reality and in the 360-degree video.
The only way to control is to create such a spectacular experience, story or application that it sucks the viewer in. The viewer’s experience of freedom, and its natural and inspiring creation, are the most important requirement for the success of the telling of the story. That, in itself, is already some kind of experience and a challenging goal. In addition to that, a story can also be told. The events around can have a beginning, a middle and an ending. We can cause a change in the thinking of the viewer with the story, just as with other story-telling devices.
Here is a music video filmed with Nokia’s Ozo camera in one take. There is a clear story and it requires the seamless cooperation of more than a hundred actors. There’s no way to hide behind the camera…
An informative application is a clear case
Training, teaching and the informative application are the most most clearly usable applications of the 360-degree video and virtual reality. Learning has been found to be many times more effective if visual aids, such as video, are used. Learning is even more effective if the learner personally takes part in doing. In the experience of virtual reality, those two superchargers of learning are combined! That’s also my own experience of the Tilt Brush event. Learning how to use it is so instantaneous that it totally bewitches you and you feel like you’re in an amusement park. Learning is fun!
Here’s a 360-degree informative presentation video of the CERN particle accelerator.
Good news from Finland
Did you know that there’s a Finnish company involved in the platform competition of virtual reality and the 360-degree video? It has been refining its product for years, and has international customerships and turnover from all around the world? Thinglink began its journey with photo-enriching openable action points, thinglinks. With photos, thinglinks haven’t yet completely revolutionized the world. But, they have risen to be a tool and media for informative 360-degree realizations that stands out in the world (this 360 application too works best on the desktop, i.e. a PC, for the moment).
Through development of the technology and platform, Thinglink is ready for virtual reality, and all kinds of 360-degree video applications. Customerships are pouring straight into Thinglink’s lap when an easy way to create a new, interesting experience is sought. Thinglink is a Finnish start-up, whose most prominent evangelist is the Sales Director of the European region, Sani Leino. By producing good content, he distributes value to everyone working in sales and story-telling and thus is worth a follow!
Why am I writing about VR and the 360-degree video?
OneMinStory produces videos on the basis of the current marketing needs of companies. What do the hype issues of the future have to do with them? Hype stories are a part of the reference development of the content production of companies. By taking virtual reality now as the topic of already ‘ordinary’ videos or other contents, I’m offering value to those who are interested and puzzled by the subject. At the same time, I learn about what’s to come. You can do the same.
Finland is a long country, 1157 kilometres to be exact. A member company of our video professionals’ network furthest up in the north and filming in all of Lapland is Caamos Media House. One of its owners and videographers, Rikumatti Jurmu is also a professional snowmobile rider. One thing they have is an abundance and a long season of pure white snow. Above is a video they created for Lynx about their 2017 snowmobile driving apparel. Riku is driving the Lynx BoonDocker snowmobile of course. Enjoy the ride. And if you need to capture video in northern Finland, with or without snow, you know where to get it.
Video production in a serial form for marketing and communication purposes is a sensible thing to do. Here are the five main benefits, compared to producing a single video, and one good example.
It’s easier to sell – to your boss
For a single video to get you noticed, it needs to have a totally new and unique style, form, and content. It can’t be like anything else that’s on the internet already. Usually, the first problem with that super special video is that your boss doesn’t have the balls to approve it (or its budget). The second problem is getting it made. If you do get your very special video approved, you need to get the best specialist to create it.
The audience will remember you
The great thing about a video series (compared to a single video) is that the audience wants to know what happens next. If you create relevant, good-quality information and/or entertainment content and promise to do it again soon, then without even trying, you’re creating a cliffhanger at the end of every episode. Because your audience is curious and interested in how you’re going to pull it off the next time. So you stay in their minds in between – that means all the time!
What happens next is that you learn. This is HUGE. You get feedback from each episode, so you can apply what you learned from one episode to the next one. This is what REALLY motivates everyone in your team to keep going. It keeps you on top of your game.
You’re easier to find
It’s a lot easier for your audience to discover a series than it is a single video. And the more videos you have in your series, the easier it gets. That’s because a series has more unique key attributes* that are indexed by the internet as being linked together. So the more episodes you create in your series, the more likely your videos (and your business) is to be discovered, talked about, and connected to
*titles, URLs, descriptions, links, tags, and optimized keywords
Top tip: To make your existing videos into a series on YouTube, create a playlist. And if possible, check the secret box that makes it into an official series! That way, YouTube will always suggest the next episode in the series to your viewers.
A video series will set you apart from the competition
It’s true that many companies make many videos. But only a few create recognizable, profiled series that have a voice of their own.
One example of a great video series
In addition to the video series, which lured you into reading this, these two Googlers make the best video series I have seen lately, Nat & Lo’s 20% Project. I like everything about it. I only wish the episodes were shorter – But that’s just me being the one minute man I am. Love you. See you soon!!!
All buyers, especially buyers of services and products for companies and enterprises ( B2B) use a lot of videos when examining different options. 70% of the buyers for companies who carry out research about options tell they are using videos in the process. A buyer’s path to purchase goes through a variety of videos in each stage of the digital research process.
1. Interest and awareness
Your videos need an audience. In order for people to be aware of and interested in the subject of your video, content marketing should be done at the beginning of the shopping experience. Interesting and entertaining pieces of content. As above.
Effective use of video in content marketing has changed rapidly. Just a year ago you could share a one and a half minute video about a product from Youtube in social media channels such as Twitter and you got reasonable numbers of engagement. Today, not so much. The reason is that people do not want to click a link that takes them out of the scrolling of channel experience unless there is a really relevant reason, especially in mobile. Social media channels favour native video in how they are integrated in the user experience. Native video means a video that is uploaded in the particular service it’s being showed on. Video which is directly in the channel, and starts itself, gets more views because of it’s easy viewing experience. This kind of video is intended for creating interest and an emotional momentum to continue on by clicking to the brand’s website, or sharing the video. Researching purchasers will click forward to the brand site, if they feel they might have a need for the product. For others the video is excellent and distinctive service and thus also great brand advertising.
Interest-provoking, informative but light.
In feed, 15-60 seconds.
Mobile Experience. A large part of these views are mobile.
Approximately 50% of the total investment should go to this phase, including a small media budget. (If you you already have a large part of your target group as followers, you might not need a media budget at all.)
2. Getting to know you by video
In this digital investigative stage, the buyer engages the videos in the brand’s website, expecting to see an original one minute product intro or a quality explainer video. Because video is a superior way to discover and learn about a new subject online. If the video cannot be found, the buyers wade forward by learning the site’s structure at random order of pages and case descriptions on to the contact information collection point, such as a downloadable guide, which they are not necessarily willing to download at this point, because they are not ready to leave their contact details just yet.
Providing the intro video at this point is the best practice, placing it on the front page or a landing page, so that people get the best possible starting point to the experience.
On the brand’s website. 1 to 2 minutes. (Embedded)
Allocate 25% of the total investment to this step.
3. The last round
When the intro intro video is seen, the researcher continues empowered by the understanding and feeling gained from video. Now he or she is ready and wants to plunge into self-orienteering deeper into content. It is a good idea to have several how-to videos, customer references, and even recorded webinars available. Of these videos the buyer chooses a couple and maybe views them only partially, but it’s enough if they give the right image confirmation. These videos have an important persuasive effect and they tell that the company has depth and real things to do. Especially for products and services containing new innovation, customer references are very important. The videos at this stage are a testimony about the hands-on culture of the company, which is why the way they are offered, and suitable presence of the brand in these videos is important.
Product support videos
Webinars held in the past
1 – 3 min. Webinars up to 1 h.
25% of the total investments in this stage.
4. After the sale
After the sale, the customer experience can be strengthened by supporting the customers by instructions and tips for the use of products and by sharing other users’ videos. If the customer is follower to a certain channel, he or she can be find curated videos produced by others interesting and entertaining, about suitable topics for the brand. Additional sales can be suggested with a separate video directly purposed for it.
Videos to enhance customer experience.
For new products, return to 1.
P. S. If you would like to have a proposition of how to use video in driving your business, please contact us. We will reply you soon.
Hello there! Since the video production process is often asked about from of us, our video blog ( first time in English! ) with the nice animation above and the text below is about the stages of video production. Video production goes according to our experience – in this order.
Define your audience! What type are your viewers’ personalities? (The buyer persona.) In what style or tone should you speak to them?
Craft the story. What is the idea that you want to convey about the subject and how is it told through a story. Let’s bounce it around together. Your best story is difficult to see if your alone in the middle of it.
Approve the plan. In most cases, a screenwriter writes and you comment until all are satisfied.
EXISTING CONTENT COLLECTION
Brand names: Logos, fonts, etc.
Existing materials and archive material.
It does not matter if these don’t exist, as the next in line is:
Filming footage and creating other visual elements, such as diagrams and drawing animation characters.
Motion graphics and animation. (As seen on the video above.)
Audio: Speak, effects and music.
Editing it all together.
Comments on the first version. Corrections.
The final video inspection and the last fixes.
All done! A Full HD video file with all rights is what you get. It will upload as such to all your channels 🙂
Publish! Show it to your spouse and neighbour. Go to the market. Receive comments. Generate leads. Enjoy. Good job! Publish again! ?
Read more about OneMinStory video production on this page.
There are endless possibilities to construct a story. That is exactly the problem.
The purpose of a business story is to give people, partners and customers to be, hope about something new and useful to them. Because hope can create an interest that grows.
One way to build a business story is: Person, Service, Numbers.
Person ( Real person or a character of a story) = Hope ( Someone recognises your problem and is able to solve it. )
Service = Something that creates new value.
Numbers = Proof of usefulness
For example: I am the person in public for OneMinStory. I have partners who have better skills than me in business and in video production, but I am one in the company who takes responsibility of it on a daily basis and the one who owns most of it. I am committed to our clients and it is my professional purpose now to serve and give hope to those who wish to get their stuff to market effectively.
Service is essential. For example, OneMinStory’s video production management application enhances collaboration and communication with everyone involved for creating the best possible story on video about your business.
Numbers. For executives, numbers are very useful and thus impactful. For example: 59% of senior executives prefer video over text.
Who is your person, what is your service and what is your number?
P.S. Person, service, numbers is not the only way to structure a good business story. It’s just one of the of ways to look at it.
We created a video for Codemate, a Finnish originated web development company. The video is placed on the homepage of their new website. It was also a pleasure to work with Pohjonen Productions that provided cinematography and editing services in this project.
Codemate has written a very nice illustrated article about the process of the making of the video, which we highly appreciate and recommend, since the outcome has been a success by all standards so far. A comment by Antti Sipilä, CEO of OneMinStory is included in the article. Read it here:
Making the ordering of a great video for a business easier has always been our cause. Capability to craft and design great videos is a part of that, but not all of it. At first when we started, we made out our planning tool on a fairly simple Microsoft Excel sheet. It’s been a success and well liked among our customers: Entrepreneurs and intrapreneurs of whom some have not ordered a video before.
It has been evidently a relieving experience for our customers to see that from a single page everything that is going to be in the video can be seen and edited.
As our customers’ businesses have grown and their business environments have sped up, the Excel proved to be insufficient. Mainly since sharing email attachment versions across a team with variable commitments to the project would jam its flow at some point. We can’t have that. So we took the plan to the cloud.
It has been inspiring to see that our customers like to use the tool without any guidance, and that they seem to be happier with the process and the project outcomes. Things seem to go suspiciously well sometimes. But when you see it you just have to believe it: Planning a video in the cloud is easier. We are developing the service all along from the feedback we receive. The use of the planning tool is free for our clients.
Hype boils down tomorrow as Slush 2014, the start-up conference kicks off in Helsinki. Start-ups have grown up to be the big brothers of business and Slush too has crossed the gap from a small challenger to a mainstream phenomena.
Being in a video production company mainly for growth businesses and being located in Helsinki, missing Slush would be stupid. No, I am not a speaker in the conference and we are not looking for an investor. Because there is no ready-made slot for us we have to decide what is our plan in Slush at least so that we can pivot the plan when we get there 🙂
Our plan is simply to look and see what is going on to learn, analyze and gain insight about how to make life better for us and our clients. Hopefully we’ll meet new people and business contacts, but that is not our main objective. In general I would warn everyone about stepping into performing a preconfigured start-up ecosystem role. It is as likely to succeed as becoming a rock star by mimicking the rock stars of today. You’ll be inevitably late when you get to your goal that way.
I don’t know what to expect from Slush, and I like it that way. I am about to go and see. We’ll make a series of #microvideo’s about the insight I get from Slush. The first one is about the Slush app, created by Qvik. I like it a lot. See the video and you’ll see why.