Video Marketing & Artists: Quality Matters

by guest blogger Catherine Stratton

It’s often made clear to me that the average person has no idea about the amount of time it takes to make a quality storytelling marketing film, not to mention the skills or professional equipment required.

Today, with the quality of iPhones getting better all the time, everyone thinks they are a filmmaker. This means that when I sit down with a potential client, I often have to educate them. I go over what it takes to make a film that they will love and help them get the attention they deserve. I must stress why it’s a great investment and why it costs more than doing it yourself, or what I call the “Pay Less, Get Less” approach. It’s a challenge that is an ongoing theme in my industry.

Marketing guru Seth Godin confirmed my opinion in a recent blog post. He said,

Today’s internet is built on video. Much more difficult to create well, far more impactful when it works . . . Because video costs more, is more difficult to edit and takes a different sort of talent to create, we often avoid it. Or worse, we cut corners and fail to do ourselves justice by posting something mediocre . . . 

However, as I described in the post I wrote for Artsy Shark called Video Marketing & Artists: A Match Made in Heaven, there are all different types of videos that serve different purposes online. And, though not “true marketing videos,” a few of these can be done yourself, with a few tips on how to do it best. One is using a webcam.

Using a webcam to talk directly to your audience is a good way to keep people updated as to what you are doing. However, I see so many videos shot with a webcam that just look awful. Remember, whatever you do reflects on you. In people’s minds, low quality video (self-made or not) translates into a low quality product.

There are a few things you can do to look good when you make a webcam video, including:

• knowing how to light your face
• understanding where to position yourself in relation to the camera
• using the correct type of background
• how to use makeup to look your best

Since it’s always best to see a demonstration, here is a link to a short how-to video in which the famous celebrity and fashion photographer Matthew Rolston gives simple tips for looking your best on webcam.

Is filmmaking a democratic medium? Can everyone do it? Well, that depends. You must take the approach that you will operate at a higher level and be committed to a professional-looking result.

I’m happy to report that I just finished this marketing film for artist Sarah Bush, whom I connected with through Artsy Shark. Take note of the feeling and flow of the video as made by a professional. Can a video that shows your studio practice in an emotionally compelling way communicate what you do effectively and build the value of your work too?

Catherine Stratton is an award-winning filmmaker and owner of Stratton Films, a Hoboken, N.J. based production company specializing in online marketing videos for artists and creative entrepreneurs in order to help them build their businesses and get the attention they deserve. Her videos have been commissioned by the online marketplace, Etsy and her Independent work has screened at The National Gallery of Art in Washington, D.C. Catherine lives a happy life with two awesome kids, a slightly neurotic dog and a great view of New York City.

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