Video design or projection design is a creative field of stagecraft. It is concerned with the creation and integration of film and motion graphics into the fields of theatre, opera, dance, fashion shows, concerts and other live events. Video design has only recently gained recognition as a separate creative field. Prior to this, the responsibilities of video design would often be taken on by a scenic designer or lighting designer. A person who practices the art of video design is often known as a Video Designer. However, naming conventions vary around the world, and so practitioners may also be credited as Projection Designer, "Media Designer", Cinematographer or Video Director (amongst others). As a relatively new field of stagecraft, practitioners create their own definitions, rules and techniques

Video Content is King: The Importance of Video Marketing

Video and marketing go together like peanut butter and jelly.

From traditional television commercials in the 1960s to today's YouTube, Snapchat, Vimeo, and even Facebook Live, it's no secret that video has become a staple of our everyday lives.

While convenient and efficient for the consumer, video marketing provides marketers with an attractive, versatile, and extremely shareable medium to reach their audiences.
In fact, Diode Digital recently found that online video is a 600% more effective marketing tool than print and direct mail combined.

This data-packed infographic by yours truly (and designed by IMPACT designer, Joe Rinaldi) shares useful insights and statistics on video and user behavior surrounding it.

Here are just a few of the highlights:

  • 75 Million people in the U.S. watch online videos everyday.
  • Merely mentioning the word 'video' in an email subject line, the click-through rate increased by 13%.
  • Nearly 50% of all video is watched on a mobile device.
  • By 2019, internet video traffic will account for 80% of all consumer Internet traffic
  • Videos up to 2 minutes long get the most engagement.


6 Reasons Why You Should Use Video On Your Business Website

Rank Better in Google
One of the factors of Google’s algorithm for search rankings is “dwell time,” or how long visitors stay on your website. This may also be referred to as “long clicks vs. short clicks.” The idea is that if people are spending a lot of time on your website, it must have quality content. A great way to capture—and hold—visitors’ attention is to provide a short, compelling video.

Businesses that include video on their site generally see higher engagement rates, higher click-through rates, and higher conversion rates. In fact, 80 percent of people who watch a video ad will recall it even a month later, and 12 percent will purchase the product from the ad.
Showcase Your Brand’s Personality
Stand Out From The Competition
Provide Video Testimonials
Include Mobile Users
Demonstrate Your Product

8 Video Types to Add to Your Content Marketing

Explainer/Tutorial Videos

For many brands, video starts here. It begins as a way to show a customer how to do something more efficiently – whether it’s using a cool online tool, setting up a user account, or tiling their new bathroom in time for the holidays.

Explainer or tutorial videos allow customers to see, in action, what it is they’re trying to accomplish to help them follow along at home. They can also be used to simplify hard concepts in a customer’s mind.

These videos are great not only for establishing expertness and authority in a vertical, but for capturing the all-important “how to”- and “hack”-themed queries in the search results. For queries that are especially competitive, targeting these phrases via video is easier than trying to gain rankings via traditional organic. Why fight through a crowded front door when you can walk through the side door?

Webinar Videos
Project Reviews
Video PSAs
Culture Videos
Instagram Video

Video marketing strategy

video marketing is the where the future of content marketing is heading. It can assist in creating brand awareness and favourability for businesses in the business-to-consumer, business-to-business and not-for-profit sectors. Like anything a business implements, a strategy needs to be formed to ensure business initiatives are carried out appropriately and effectively. The strategy must align with the remainder of the company’s integrated marketing strategy in order to be fully successful. Video marketing strategy


Your business’s video must contain compelling, engaging and customer relevant material. It should be the focal point of your video otherwise viewers will not stick around for longer than two seconds towatch it. Your video needs to tell a story, show the benefits of your business’s products and/or services and resonate with the audience.

An effective video

The 6 Most Important Elements of a Promotional Video

A narrow focus

Regardless of the medium, it is always vital that you get your message across as clearly and concisely as possible. You need to make sure your target audience know exactly what you want them to do, and this means leaving out unnecessary information.

This is particularly true when it comes to video content, and the statistics are clear in terms of whether longer or shorter videos are more effective.

Avoid breaking the two minute mark. Keeping to 60 seconds or less is even better.

Sell the benefits, not the features

A common mistake brands make with their marketing messaging is to go on and on about the features of their product or service, without ever explaining how you can actually benefit from those features.

Your viewers in particular don’t care that much about your company. They want to know how what you sell is going to positively impact them.

Don’t make your promotional video a Talking Head piece where the CEO/founder simply extols the virtues of a product to camera. Use the medium to demonstrate exactly how the consumer can benefit from spending their money with you.

Production values matter

Modern smartphones have made capturing good quality video content as simple as pointing at your subject and tapping the screen, but viewers can still tell the difference between high production values and an amateur video.

This doesn’t mean you have to spend thousands on professional camera equipment, but if your budget demands the use of a smartphone make sure you film using a tripod. You can also use software such as Adobe AfterEffects of Premier Pro to clean up the quality of the video later.

Smartphone cameras can shoot at remarkably high resolutions considering it’s not the primary function of a smartphone, but it’s still worth investing in some decent post-production software.

Write a tight script

When writing content for the web it is essential to not overwrite. Make your point clearly and concisely, and avoid extraneous details that add little value.

The same principle applies to video content. Given that our ideal video length is around the one minute mark, unnecessary waffle will make that hard to stick to.

Make sure your script (assuming you actually need one) is limited to only what you have to say. Write a first draft before agonising over every word, cutting whatever you can.

Provide a clear CTA

Once you’ve wowed your audience with whatever wonderful product or service you’re promoting, it’s critical to make it clear what they should do next. You don’t want someone who is impressed with your product to be left in the dark about where they need to navigate to in order to buy it.

This could be within the end-frame of the video or below it on the webpage itself, but wherever it is, make sure it stands out.

Make sure it fits within your strategy

Don’t spend time and money on creating a promotional video just because you think you should. It needs to be thoroughly planned out and fit within your existing marketing strategy.

How does this video help you to achieve your goals? Which goals are you targeting? A video intended to boost brand awareness will look very different from one intended to promote a specific product or service.

Developing an amplification strategy is also crucial. Plan how you’re going to promote your video before you start shooting it. What’s your budget for paid promotion? Which channels will you promote on? Which outlets will you outreach to? Don’t make the mistake of producing the content first and worrying about how it fits within your strategy later.

The 4 Videos Your Brand Needs Right Now

An Explainer
One of the best ways to convey information to your audience is to simply spell it out for them. When first presenting your product or service, you’ll need to explain your primary function and how you deliver value in an explainer video. When describing the features of a new product, explainer videos are an easy way to communicate your unique selling proposition in 1-2 minutes.  Explainer videos are successful marketing tools because they help establish your brand as an industry authority through simplifying, describing, or teaching relevant subjects. An explainer style video, which can be used to answer common search queries, tends to create naturally SEO-friendly content—which is great news for your online visibility.  In this example explainer video, Efinancial Wholesale presents key points in an organized manner to keep the clip concise.


Watch that you don’t fall into the trap of equating this utilitarian video style with boring. Whether you opt for fun animations or a cheeky twist on an industry tutorial, be sure to keep things interesting while also providing the facts and useful information your audience is anticipating.

Focusing on 1-3 points maximum per explainer video is ideal. You should also ensure your video is easily accessible for anyone new to your brand by embedding it on your homepage. If you’re working within a tight budget, PowToon is an excellent resource for creating explainer videos.

Some interviews
The Animated Hit
A Culture Video

Best Online Video Makers

Best Online Animation Makers

for Professions

You can use the videohive site for more diverse work

After Effects Project Files
Apple Motion
Motion Graphics
Stock Footage
Cinema 4D Templates

Top Places to Publish Your Online Video Besides YouTube

1Your Website

Keeping the full-length version intact, cut a 15 second version that highlights your best ideas and will elicit an emotional response from a viewer. Got it? Great. Now do the exact same thing, but get it down to just 6 seconds. You should now have three versions of your video ready to share online.

1. Your Website
Why is this seemingly obvious choice in first place? Because you want to establish authority for your content prior to publishing it elsewhere. If you put it on your website first you will be more likely to help, rather than hurt, your SEO efforts – especially if you follow our tips for each subsequent platform.


To publish a video to your website, select a video hosting provider that suits your needs. Look at the analytics, security, sharing, and customer support available for each platform you evaluate. For very good reasons, you may not want to go to Youtube, even though they are known for providing free video hosting, and if you are thinking of self-hosting your videos, consider that you might be giving up analytics, security features, and a lot of time you could spend elsewhere.

Once you have picked a video hosting provider, upload your video, and copy and paste the embed code to the HTML code on your website. It is as easy as that, although you might want to feature it on your homepage or mention it in a blog post to help your existing website traffic notice this new content on your site.


Monthly audience: 130,000,000 visitors

Account types: free, Plus ($59.95/yr), PRO ($199/yr) is a fast-growing platform with a quite serious traffic. Unlike YouTube, Vimeo mostly holds prof-looking videos and has three options for its users: a basic account with limitations and two paid ones with advanced options and bigger space. Here are the principle differences between free and paid accounts.

As you see, Vimeo Plus or Pro accounts suit you perfectly if you are professionally involved into video editing or need to sell your videos. The only thing that you may not like about Vimeo is a lower number of views compared to YouTube.

Advering Digital Marketing