Archive for the ‘Marketing’ Category

Adobe Creative Cloud – A new way for creative industries to work (and pay!)

Creative-Cloud-Adobe1No matter what your job, if you are in the creative industry, you’ll almost certainly have used one piece of Adobe’s powerful Creative Suite.  For us in the production industry, Adobe Premiere Pro, After Effects, Illustrator, Photoshop and Encore have been invaluable tools.  They are the amazing products that help turn our wildest ideas into reality, and help us craft awesome videos for our clients.

It used to be that we would invest heavily in the software up front, purchasing each new version as they came out and then receiving the big box containing all of the different discs to install the software on our systems.

However, in May 2012, Adobe announced a new way of using and paying for their software called Creative Cloud.  It has moved from an outright software purchase model to a subscription based model, where consumers can pay a monthly subscription fee to access Adobe’s entire suite of apps.

adobe-creative-cloudIn many parts of the creative sector there has been an outcry at this new service.  Over 5,000 of Adobe’s customers signed a petition at change.org calling on the company to carry on selling the packaged software.

We are finding it gives us greater flexibility when bringing on new members of staff or working collaborating with other editors and creatives.  As part of the package you have access to 20GB of creative cloud space to store your files, and where we only used to have our core suite of apps for video, we can now use any Adobe app of our choosing.  It is actually improving our workflow and we are always up to date with the very latest versions of the software.  We can’t wait until they release Adobe Anywhere, which will allow us to work directly with creatives all over the world on shared projects, in the same edit suite.

Adobe is obviously keen on the subscription model as it will provide regular recurring revenue instead of more infrequent sales when customers upgrade their software.  It is also seen as part of a broader trend towards cloud-based subscription software.  Microsoft have started the shift to cloud based software too, with the release of Office 365.

In the meantime, we’re keen to see where this new era of creative tools takes us, and more than ever, it means we can continually stay ahead of the competition with the latest and greatest tools to put together the most memorable online video content.

Curly Productions are a Video Production company based in Liverpool, specialising in online and corporate video production.

The Power of YouTube

Youtube logoThe world of television and online video is blurring at an ever-increasing pace.  Five years ago, these two distinct areas of screen entertainment were separated into;

a) Traditional television channels, broadcasting expensive-to-make TV shows according to highly competitive schedules.  These were shown only on your television.

b) The digital world of online video which meant booting up your laptop or desktop PC/Mac and sitting in front of your computer monitor to watch UGC (user-generated content) – back then mostly videos of cats falling off curtain rails.

These two worlds have now combined and the TV landscape has changed forever.

Software

Iplayer image

BBC iPlayer was launched on 25th December 2007 and brought catch-up TV to the masses.  In its first three weeks, there were 3.5 million programme streams and downloads.  By 2012, 40% of online adults were using iPlayer.  Other broadcasters obviously followed suit later, and now according to a YouView survey, catch-up TV services account for a fifth of all TV viewing in the UK.

Netflix is another success story, with U.S. subscribers of its video streaming service hitting 30 million and shares up 170% from last year.

TV Hardware

The best software in the world would be useless however without the hardware infrastructure to support it.  The fast moving technology market has focused its attention on your living room, with big players such as Apple, Google and Roku all releasing set top boxes that allow you to watch channels like YouTube on your big screen TV from the comfort of your sofa.  Smart TVs with access to apps such as iPlayer and YouTube make it simple for people to pick and choose their content.

Apple TV

Mobile

We are increasingly watching YouTube, catch up TV and movies on mobile devices such as iPhones and iPads.  Mobile now makes up more than 25% of YouTube’s global watch time with people also using iPads as a second screen whilst watching TV.  TV viewing is becoming more social through this second screen technology with social network interaction, commenting and feedback throughout programmes.

 ipad

YouTube

In the last 5 years, YouTube has made the huge transition from being a UGC provider to being a rock solid platform for small-medium production companies making professional entertainment for a global audience.  YouTube is the largest and most varied TV channel in the world.  YouTube has more than 1 billion unique users each month and according to Nielsen, YouTube reaches more US adults aged 18 – 34 than any cable network.

Audiences are clearly shifting from a passive viewing model dominated by television to a user-guided on demand model dominated by smaller, more nimble production companies that can produce great quality entertainment for much smaller budgets.

It’s a world that we know very well.  For the last three years, our MD Christian has created several side projects that target the vast global YouTube audience.  In 2010, Christian started making video blogs about becoming a Dad for the first time.  Entitled “How To Be A Dad”, the videos have, to date, had 850,000 views.

Toddler Fun Learning

A second project called Toddler Fun Learning came about when Christian was searching for fun, educational content to watch on the iPad with his 2 year old.  “Most of the videos on YouTube were filled with hyperactive American CGI, done really poorly, with little or no educational value,” says Christian.  Three months later, and Toddler Fun Learning has 11 videos, 2500 subscribers and 1 million views.

Signing up as a YouTube partner is free and opens up a plethora of benefits.  The most obvious benefit being that you can start to monetize your content.  If you can draw a large audience to your content then you can easily start reaping the economic rewards.  The monetization process works on a pay-per click basis, with YouTube paying you every time somebody clicks on an advert before, during, or after your video.

Christian comments, “whilst we’ve already seen tremendous changes in this entertainment landscape, I do believe this is just the beginning of a major power shift from the large, established broadcasters, to hundreds of smaller production companies that are producing amazing content for a fraction of the cost.  As experts in both online video production and in video marketing, social media and YouTube partner programs, we are best placed to capitalise on this new chapter in the history of screen entertainment.”

So, what does this change mean for brands?

Quite simply, brands are now able to connect with a huge online audience using broadcast quality video, for a fraction of the cost of a traditional TV commercial.  More importantly, they are able to connect with their audiences in a more useful and social way.  Where traditional TV adverts were purely passive, YouTube videos allow you share the video with your friends, interact with the video right then and there, and buy the product right there from within the video.  In May, Google introduced a new gadget that is available as a premium offering for Google’s consumer goods clients, that allows “shoppers to seamlessly move from browsing videos and featured products to finding which retailers carry them, check availability, compare prices, and make a purchase.”

lillets

YouTube annotations are also a new and powerful way to allow viewers to interact further with your videos.  Jamie Oliver’s FoodTube channel does this to great effect. Check out this video from Jamie’s Food Tube featuring an interactive Mashed Potato recipe.  The user is able to create their own story, and navigate to different sections of the video, and even select specific products to learn about.

We have worked with many of the UK’s most well-known companies to create online video campaigns that attract their target audience and build brand loyalty.  We worked with Lil-lets on their successful Becoming a Teen campaign, creating a series of videos featuring 2 teenage girls interviewing female celebrities about growing up and becoming a teenager.  The videos reached over 80,000 views in the first 2 weeks.

Work with us, and we can help you harness this power and connect with millions of people all over the world.

Click here to make an enquiry.

Curly Productions are a Video Production company based in Liverpool, specialising in online and corporate video production.

Curly Productions cleans up with Kärcher

karcher how to

As warm weather finally approaches, many homeowners will be looking to wash away the dust and dirt from the winter and embark on a spring clean. That’s exactly what cleaning specialist Kärcher are hoping and to promote their range of products for home and garden – including pressure washers, window vacs and steam cleaners – the firm brought Curly Productions on-board to help spread the word.

Filmed on the latest cinema camera – the Canon C300, 20 videos were produced each examining a different household chore, and how Kärcher makes it easier. From cleaning a wheelie bin to scrubbing up decking each of the short films was made to be broadcast on Kärcher’s own website as well as YouTube, showing users how to get the best out of their range of High Pressure Washers, steam cleaners and window vacs.

Curly Productions were briefed by London based Shine Communications on behalf of their client, Kärcher. Phil Springall, Marketing Manager at Kärcher said, “For us, a picture paints a thousand words and the videos that we have created with Curly Productions offer a fantastic guide to our customers on how a Kärcher product can provide effortless cleaning solutions in a fraction of the time. The assets have been designed to last the test of time over the next few years whilst providing quick effective answers to any customers looking for further information.”

Christian Hughes, Managing Director of Curly Productions said, “We love working on a premium brand like Kärcher, and together with Shine Communications, we have been able to produce some really helpful videos for their customers. I’m confident that the high end results produced by our commitment to using the latest technology and the very best crews, will serve Kärcher well over the next few years.”

Curly Productions have worked with Kärcher before, most notably on 2012’s Clean Up Britain campaign. Phil adds, “Working with Curly Productions has really been a collaboration of ideas and enthusiasm. Curly really got to know our business and became a crucial part of building the brief which made the shoot simple, fast and effective. The end results speak for themselves and we very much look forward to our next collaboration”.

You can watch the videos on Youtube here.