Video Production Equipment Sets Quality Companies Apart

Video production equipment can make or break your business video production.

video production equipmentCisco reports that over 80% of all internet traffic will be video-based by 2021. This makes it increasingly important to analyze your current company video marketing strategy. The barriers to entry for video production wannabees is very low these days. That means there are lots of people running around with cameras that think they have what it takes to make a video.

With so many video production companies out there claiming to be the best, it can sometimes be hard to sift through what’s good and what’s great.

When it comes to your video marketing strategy, pay special attention to the quality of the equipment the company you choose to work with has. And pay even more attention to how well they use that video production equipment.

The Right Camera and Microphones for Your Needs

The type of camera that a company will use will ultimately depend on your company’s budget as well as the image and audio quality you’re looking for. It’s best to go into any pre-production meeting with examples of cinematic styles you’ve seen and want to replicate. This way the professionals can determine the type of camera needed to achieve that look. Here’s an example: if you need a video that revolves around a lot of quick action shots, the video production company should be using a camera that is highly portable and easy to carry. Whereas a more cinematic look might require a different, higher-end camera.

Lighting is Everything

It’s of the utmost importance that any video production company have the right lighting gear on hand. But it’s actually even more important that they know how to use it effectively. This includes tasks such as:

  • taking advantage of natural lighting
  • framing the subjects correctly
  • ensuring the exposure of the room creates a balanced contrast
  • making sure the natural camera settings are right to reduce any excess noise or overexposure
  • shooting with the correct color temperature of light.

Most viewers get the vast majority of information from a video through the visuals. So if a video production company can’t light your video properly or doesn’t have at least a basic lighting kit they can easily set up to enhance a shot, it should be a definite no-go.

Quality Post-Production Attention

video editing softwareMost of our business videos are edited without the client present. So he or she never even sets eyes on the post-production portion of our video production equipment. The right editing program, along with proper sound mixing and attention to detail can make or break a video. A company that utilizes the right equipment and the right people to edit with it will produce superior videos to those from videos edited with lower-quality tools. It’s therefore important to pay attention to the video editing software, the type of audio equipment and their sound mixing and post-production workflow in general. Great audio is important. In a study that USC conducted, researchers found that the quality of audio in a video actually influences whether people believe what you’re saying or not.

Investing in Quality Video Production Equipment

Because a business video should look and feel very professional, investing in a company that invests in their equipment ensures you’re getting the most out of your marketing budget. This all begins before the story is even being filmed, and when you see the end result you’ll ultimately understand why the right video production equipment was so important in the first place.


This article was originated by Jane Dixon, freelance writer.

How to Enhance Audio Quality in Your YouTube Videos

Audio Quality: the often overlooked aspect of business videos.

Over 1 billion hours of YouTube content are watched daily, according to research by Omnicore Agency. YouTube is the most used platform. People like to entertain and show things to their friends. Businesses share their video content to advance their business. However, there is lots of stiff competition. Having good quality videos is paramount to attract more viewers.

This includes having good audio quality for your videos.

Several suggestions can help you to avoid producing videos with poor sound quality.

Here are several steps you should take to enhance your YouTube videos:

Invest in High-Quality Microphones

audio quality

Coming up with a high audio quality for your videos is essential when making your YouTube videos. Just like you would listen and review a music track, you can also do the same for your videos. Listen to it carefully on your computer, tablet, or phone speakers – or on various portable audio devices. This includes your headphones to make sure the final product is of high quality.

To produce quality audio for your YouTube videos, you will need the right tools.

The first tool is a good, high-quality microphone. Using a microphone as close as possible to the sound source allows you to capture better audio quality versus onboard mics on the cameras. Microphones come in different shapes and sizes, each having unique strength that is suited to capture better audio in a given area.

Capturing Audio Using a Separate Decoder and Recorder

Sometimes, using one recorder for both video and audio recording can create inconsistent input recording levels, resulting in distorted audio. It may also be awkward, trying to manipulate the controls all on one unit. Having a separate audio recorder for your YouTube video production work can help you gain quality results in your sound. Similar to controlling audio levels from a mic or camera, a digital audio recorder allows you to adjust the audio levels in a way your microphone can pick as much sound as possible without clipping too high. Also, with a digital audio decoder, you can use different microphones for different uses and enjoy greater flexibility when it comes to arranging your mic set-up.

Use Dedicated Audio Software

When editing your video, most video editing software mainly focuses on the editing of the video and less on sound. However, dedicated audio software gives you the power to edit your sound quality. The edits include removing background noise, clicks, crackles, pops and wind noise. Also, a dedicated audio software helps in removing 60 cycle hum (a nasty humming sound produced by AC power), low-frequency echo and switching noise that brings about undesirable sounds to recorded videos.

Familiarize Yourself with Equalization and Mixing Techniques

Synchronizing several audio tracks (e.g. voice and music or soundtracks) can be a little more complex than merely adjusting levels of volume. Each track in your video will need different frequency levels and should be equalized accordingly to bring about harmonization. For instance, when you’re producing a documentary for your YouTube channel, you will want to ensure the soundtrack is not too loud – otherwise, it’s going to overshadow the commentary voice. With a proper EQ (Equalizer), voices can stand out, by minimizing the rumblings and prevent overly brightly audio segments, amongst other things. To master all these things mentioned above, you need to do more research and practice more to produce high-quality audio for your videos.

You can confidently promote your YouTube videos when you know that you have high quality audio.

Quality audio work can help to attract more viewers to your videos. The result is that you build your fanbase as more viewers get to subscribe to your channel.

This article was originated by Jane Dixon, freelance writer.

4 Mistakes Businesses Make With Video Content & What You Should Do Instead

Video content is a huge factor in determining if your business video will be viewed.

Reports suggest by 2019, 90% of all web traffic will be video – making it ideal for brands to boost their revenue and marketing strategies. As video content has taken over the advertising world by storm, 54% of viewers want to see more videos.

video content

In fact, 52% of marketing experts say video streams are the best type of content with high ROI.

Not to mention, online shoppers who take advantage of demo videos are more than 1.8 times more likely to make their purchase than those who don’t.

But it takes more than quality video content and marketing to achieve high rates of success.

Knowing what you might be doing wrong can help you discover how to prevent these issues.

You want to get it right – the first time. Check out the common mistakes businesses make with video content and what you should do instead.

Video Content Takes Too Long

Reports claim that 56% of published videos in 2018 are less than 2 minutes long. In fact, videos under 90 seconds see an average retention rate of 53% while videos over thirty minutes only retain 10% of viewers. Not to mention, studies say that the human attention span is about 8 seconds long. So in sum: Keep your videos short.

This has an added benefit of helping your video get found in the search engines. When videos are short, they are more likely to be viewed completely, and this helps in the Google and YouTube algorithms for search.

Focusing On the Wrong Audience

There are a variety of video types to choose from, such as Behind-the-Scenes, Q&A, animated, whiteboard explainers, and so on. So without a proper understanding of your audience, how can you effectively catch their attention? It’s quite simple: Ask them!

Sixty-five percent of marketers note that generating leads and traffic is their biggest challenge, according to HubSpot’s State of Inbound Report. However, when done right, a strategic video campaign can optimize the user’s journey, transform leads to prospects, and guide them through a brand’s funnel of online sales.

Using the Wrong Platforms

When people think of video marketing, they initially think of YouTube. After all, 1 out of 3 Internet users watches YouTube for entertainment purposes. However, that’s not the only place where you’ll find your target audience, as 45% of users watch more than 1 hour of video content on Facebook too.

For example, Facebook Live videos allow you to create video content and share it with a large audience in real-time. So, whether you’re hosting a webinar or want to engage with your followers for a special Behind-the-Scenes, Facebook Live allows you to connect with high-quality video.

Videos That Lack Creativity

Seventy percent of the effectiveness of a video campaign will depend on how creative it is. Whether it is the weak social caption, poor choice in music, or too much text – videos that lack a unique focus won’t succeed. The audience enjoys watching videos that they can relate to as it grabs their attention right away. That’s why it helps to have a bit of an eye-catching storyline to your marketing video.

It’s time for you to examine your video content.

Step up your video marketing strategy by acknowledging these mistakes and taking charge of your video content. Make sure to keep your videos short, inviting, and provide a bit of insight into what your audience will be watching and how it relates to your brand. Just don’t forget to add the hashtags that will allow you to gain an even larger audience for your business.


This article was originated by Jane Dixon, freelance writer.

Video Marketing Weekly from Penrose Productions 5/8/18

Read about the Way to Create a Compelling Corporate Video in this week’s “Video Marketing Weekly.”

Compelling Corporate Video

This week our weekly news compilation brings you some excellent points when you are making a compelling corporate video. The lead article has a list of things that you should consider. When you are looking to create a corporate video, you want one that not only resonates with your prospects but drives results for your business.

The lead article this week is titled “4 Points to Make a Compelling Corporate Video.”

In this article, the author shares some interesting findings which were gleaned from research by Invodo and Cisco. As per Invodo, “about 84% of all the companies in the world, who target the online audience, have been using video marketing as an effective tool.” And Cisco revealed, “within 2017, of web traffic, about 70% will be from videos.”

Now admittedly, this information is dated, and a  more recent study has actually raised that figure to 80% by 2019.

Compelling corporate video can enhance your brand reputation, and send people gathering to your website. If you want something with impact, then follow the points in this article. You will be surprised at the effect they have on your production and the final results.

Tips to Attract The Masses.

Videos can attract more attention than regular text content can. But it is always not true that every video can attract their target audiences. So you need to know some of the important tips for making a corporate video.

Making a corporate video doesn’t have to be dull or arduous. By following a few helpful tips and chosing a creative video production and video marketing expert who understands what your company does and is able to engage your target audience in an interesting way.

So, are you ready to compelling corporate video?

We would love to put our over 3 decades of video production and marketing experience to work for you.

If you are looking at producing corporate videos for your target audiences, we would be delighted to help. We have lots of practical expertise in assisting companies to construct just the right approach to motivate their target audiences. Our experience in both video production and the business world has made us unique among Northern California video production companies. We are experts at this – we should be your first stop.

At Penrose Productions we are happy to share some excellent articles in this edition of the Video Marketing Weekly. There are many helpful hints and tips contained in there. Why not subscribe so you don’t miss an issue? It’s free.

For assistance with your compelling corporate video  repurposing — and to identify your target audience for video marketing and other purposes — call us at Penrose Productions: 650-969-8273.