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Handmade Craft Videos

Handmade Craft Videos, Inspiration, Manufacturing

Design, Tradition & Patriotism: Embrace A Video Theme.

October 14, 2014
Short Videos for Craft Businesses

With small business videos becoming extremely popular, companies that may not have been traditionally at the forefront of marketing creativity are now embracing this new strategy. In this post, I have selected three videos from within the manufacturing industry that I believe touch on some key factors that companies can use. These factors, however, are applicable to all companies no matter what industry you are in. If you are selling products to buying customers, think about what is working well for your business. Have you got loyal customers? Why not try and get some customer testimonials? If your company has been around for a long time, how about featuring some of your long serving staff or highlight some company traditions? If your products are handcrafted or manufactured in your home company, focus in on that patriotic spirit and promote your unique handmade goods.

These are just some simple ideas that can help you pinpoint the type of video you can create for your own company. The companies below have taken on some of these ideas and have identified and highlighted their own business values and beliefs. Plus the videos are really engaging and beautifully produced.

Kindred – Custom Snowboard (Design Focused)

If you are designing and building custom handmade products, the time and effort invested in the manufacturing process can be painstaking. Not only that, the expertise and skill it takes to combine all these elements together can be immense. One company who has really captured this experience in a video is Kindred. Kindred creates custom and limited series snowboards. In this video, we see the entire creation process from start to finish.

The video length is longer then what would be generally recommended for a business video, however with such an extensive design and so many hand-crafted elements, the video really captures the essence of the whole creation process.

With various shot types from close-up, medium and long-range and constant changing of angles, the video keeps the viewer engaged and enthralled. As there is no voice-over, it was really up to the director to capture all the necessary footage. It is critical for a shoot like this to have a storyboard and overall plan, so you can keep track of all the shots to be taken. The soundtrack also works really well and the folk-style country song adds to flow and harmony to the overall video.

Rada Manufacturing (Patriotic Values)

RADACutlery have really focused in on their core value proposition. They quickly let you know they are an American company that produces 100% American Made products.

I think it would be fair to say you would be hard pushed to find a more patriotic video than this. But hey, why not be proud of where you are from and that you manufacture your own products in your own country.

An aspect of the video I like is that they constantly reaffirm their values and goals with key statements on images throughout the video. By interviewing and focusing on the staff, one gets the feeling of a family orientated workplace and allows the viewer to connect with the company. With regards to the video production, the director and editor have stuck to some simple rules that anyone can follow (even novice filmmakers). Some of these basic rules include the “rule of thirds”, simple “J and L cuts” and having lots of b-roll footage (fill shots). Finally, always remember to include a call-to-action either at the start and end of the video so potential customers know how to find your products or contact you.

Smith & Rodgers (Continuing Tradition)

Smith & Rodgers, from Glasgow, have been around since 1877 and are obviously doing something right having been around for so long. When I watched this video for the first time, there was something I really liked about it but could not put my finger on. Perhaps it seems like an obscure business, maybe it’s the footage of the old vintage equipment or that there is no soundtrack, only the sound of the machines working. Yet, the video is strangely captivating.

I believe this video is proof that any type of small business, in any industry, can create a polished (excuse the pun), engaging video.

I think the element they have really nailed in this video is the script. It is short and concise but gets across all the important relative points. We quickly learn that they manufacture 60% of their own products, have a trade counter open to the public, offer a shade matching service which gives them a competitive advantage over their rivals, as well as offering french polishing courses to the general public. Having a clearly defined script and storyboard, you will be putting the correct building blocks in place for a successful business video.

To learn more about creating and producing business and marketing videos, please visit our Video School.

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Why not try out trakAxPC today. It can be used for all your video editing needs. Take advantage of our special price – buy trakAxPC today.

Hair & Beauty, Handmade Craft Videos, Inspiration

Celebrate A Work Or Product Anniversary With A Short Video.

September 19, 2014
trakaxbusiness- videos for small business

Sometimes coming up with new ideas for an online video can be difficult. One can always create a business overview video, a video on the products and services you provide or depending on the type of industry, for example restaurants, you can create quick videos on a new menu or new dishes. However, finding inspiration for other types of videos can be challenging. However, one video you can create every year which I believe can be successful is a work or product anniversary video.

Work Anniversary – BirchBox 3 Year Anniversary

I saw this work anniversary video recently for BirchBox and thought it was great. BirchBox delivers high-end beauty, grooming, and lifestyle samples once a month, customized just for you.

What I like about this video:

Real Customers, Real Testimonials – one way of really building trust and loyalty for your product is showcasing real customers using and commenting on your products and services. If people are loving what you’re doing, why not get their testimonials, create a video and let those people who may be sitting on fence see how great your product is and hopefully they will soon become customers too.

A Simple Thank You – No company can survive without their customers and clients, so it is always nice to let them know their appreciated. For a subscription based service like BirchBox, letting their customer see that their continued support is acknowledged and to see their own videos used in a BirchBox marketing video will certainly add to the feel good factor and continued loyalty.

Video Design- The video is really well edited and put together and is very achievable for anyone with a tight budget. The video uses nice colourful backgrounds and a simple text font, as well as straight cut transitions between each clip. The areas were they highlight the communication on social media sites can be captured using affordable screen recording software such as SnagIt or Camtasia. You can also download customer’s videos from YouTube using a simple web downloader application that can be easily found through a Google search (NB. always remember to ask the owner for permission to use the video in any potential marketing activity). It is also a good way of opening up the social communication channels with your customers.

Soundtrack – I believe one of the most important aspects of any video is the soundtrack selection and in this video they really nailed it. It’s upbeat, has the right tempo and has the feel good factor. It can be tough finding the right soundtrack but I have included a list which contains tons of great sites which may help when selecting your next track – 34 Websites to Download Royalty Free and Creative Commons Music for Free

 

Product Anniversary – Wolverine 1000 Mile Centennial Edition Boot

In this video, we see Wolverine celebrating the 100th anniversary of their Original 1000 Mile Boot with a special Centennial Edition. I love original handcrafted products and especially love these types of videos that demonstrate the expertise and skills of the craftspeople involved.

What i Like about this video:

Quality Product – If you have had a product that has been on the market for a century, well, it must be one hell of a good product. However, it doesn’t really matter how long your product has been around, most customers or potential clients will have no idea how the product is actually made, the time and effort involved in creating it or the skill and expertise of the craftspeople. This is a why a great promotional video like this one really demonstrates all the processes involved and highlights the overall quality of the product.

Storyboard- This may seem slightly obvious but the story of the video is about a pair of boots being created from start to finish. However, before you start any recording, it is important to write down or storyboard all the steps, elements and shots required to create the video. When you watch the video you will notice there are lots of different camera angles and shots which keep the viewer interested. Having a comprehensive list or storyboard of the all the scenes and different shots and camera angles required will keep you on track and focused on the job at hand.

Staff recognition – It is also great for the viewer and customers to see the real hardworking people who put in the time and effort creating the product. I’m sure as well the staff appreciate the company placing them in the video and allowing them the opportunity to showcase their skills

Soundtrack- Finally, like the previous video, they have again really nailed the audio track. The American style folk track works perfectly with the product which is handcrafted in the US. It’s important to note that if you do use a free song from a website like, for example, the Free Music Archive, be sure to give the appropriate credit to the artist. Every Creative Commons license requires giving appropriate credit. It’s important to understand this, and to also know what this phrase “appropriate credit” means. Usually, this simply means writing the following in the credits of your video and/or in the description field on a file sharing site like YouTube:

Music “Song Title” by Artist Name
Available on the Free Music Archive freemusicarchive.org/
Under CC BY license http://creativecommons.org/licenses/by/3.0/

To learn more about using the Creative Commons licenses, click Here

To learn more about creating and producing business and marketing videos, please visit our Video School.

To learn more about more trakAxPC and to view in-depth video tutorials, please visit out Help Centre.

Why not try out trakAxPC today. It can be used for all your video editing needs. Take advantage of our special price – buy trakAxPC today.

Artisan Videos, Handmade Craft Videos, Inspiration

Give, give again, and give some more! Using “How to” videos to build your audience.

April 28, 2014
How to Videos - Knitting

In March I got the chance to hear a talk by Gary Vaynerchuk at SXSW. His enthusiasm is infectious and we even ended up buying one of his books, “Jab Jab Jab Right Hook” (it’s a good marketing read with lots of real life examples). He has lots of interesting points to make in regards to online marketing, but one quote  that has stayed with me is “We should give, give again, and give some more before ever asking for anything from our community.”

Another interesting quote from Gary’s book is “Your story needs to move people’s spirits and build their goodwill, so that when you finally do ask them to buy from you, they feel like you’ve given them so much it would be almost rude to refuse.” 

I loved this idea, but it’s finding practical ways to implement these ideas that’s important. If you have a small business, how can you give interesting content to your users to “hook” them?

The “how to” video has been popular for a long time and it’s  a great way to connect with your audience, build traffic to your site and ultimately help drive sales. Once of the best examples I’ve seen lately is for a new site “Sheep & Stitch”. This is a knitting site, where owner Davina sells knitting patterns. On the site, Davina has put together a range of “Learn How to Knit” videos. Now I am sure there are quite a few of these type of videos on YouTube, but Sheep & Stitch has done a few things differently. Watch the video below for an example.

There are a few interesting takeaways from these videos:

1. They are super short.

The videos range from 1 minute to 3 minutes – you can watch the whole thing without getting distracted and consume a few videos in one sitting. Each video is limited to one topic -“How to Cast on” etc. so you aren’t overwhelmed with information.

2. Clean and Simple Look

"How to" Videos

From the typography used to the clean white background – the videos give a slick look to a craft that can sometimes seem to be fusty. You can give your videos a clean white background by creating your own lightbox – see instructions here.

If you don’t have many fonts on your PC, check out this really useful link – 10 standout free fonts for headlines and titles – not only are the fonts really nice, but the examples of their use, should give you some ideas on how to craft your titles.

3. Use of YouTube Annotations

YouTube Annotations

In YouTube you can link from your video to another video within YouTube or link to your Subscribe Button. Sheep & Stitch has done this very effectively in their videos.  Creating Annotations in YouTube is relatively simple and is done from the YouTube video manager – here are some instructions. What Sheep & Stitch have done at the end of their videos is to show the next video in the series (you can achieve this look in trakaxPC by using a Collage / Picture-in-Picture effect ) and then added another graphic asking you to Subscribe to their channel. These are simple additions to your video to keep your viewers engaged (actually something we need to add more often!).

In your business, think of areas where you feel your customer would benefit from some help and guidance – this initially can seem counter-intuitive if it is the service you are trying to sell. The important point about this type of marketing is to think of what would actually assist your customer, rather than what you are trying to sell. If you get it right and build trust with the user, the sales should flow organically from this.

If you created videos for your small businesses and would like to feature them on our site, please get in touch through the comments. Would really love to see them.

As always, I hope this short article will inspire you to start creating your own small business video and if you need video editing software, be sure to check out trakax.

Handmade Craft Videos, Inspiration, Tradesman Videos

One Man Band – Video for Craftsmen / Tradesmen

October 24, 2012
Mick Pierce SurfBoard

Are you a craftsman or tradesman who works on their own and are out of ideas for making a video? Why not create a video on what you’re good at, creating a product! In this super simple video, we see Mick Pierce doing what he does best, creating a surfboard from scratch.

This video is only 30 seconds long, yet we get a great insight into the skill and finesse the man has. If you work a lot with your hands, there are some quick tips you can take from this video. Most of the shots are simply of Mick’s hands working with his tools and the board. There are some close-up shots of the hands interspersed with some medium to long shots of the workplace. The soundtrack also gives a sense of calm and adds to a mood of tranquility. It also gives the feeling that Mick really enjoys what he is doing. If you’re in need of some relaxing and soothing sounds, you can check out some chilled out loops and beats here.

Finally, I really like the last shot with the tagline “Made, Not Manufactured”. This really emphasizes the handmade / bespoke quality of the product and allows customers to connect to the person and the product their buying. See if you can come with a tagline that highlights your beliefs and values that customers can identify and relate with.

Remember trakAxPC can be used for all your video editing needs. Take advantage of our special price – buy trakAxPC today for just $39.95.

Artisan Videos, Crafts Videos, Handmade Craft Videos, Inspiration, Jewellery Shop

5 Inspirational Videos For Your Jewellery Shop.

September 21, 2012
21-09-2012 13-29-30

I was recently talking to a man who owned a jewellery shop in the same complex as our office. He described how their main focus was usually on designing jewellery, however with the downturn in the economy a lot of their business was now in jewellery repair and cleaning. He was saying how he was completely new to social media and only recently was getting involved with online promotion. I asked him had he ever thought of using video to promote his company and he replied that they had just recently completed a video highlighting how they clean and repair rings. This gave me the idea to provide some more inspirational videos displaying how you can use different types of online videos to promote your company, products and services.

1. Promoting your Company and Services.

Baroque, a bespoke jewellers based in the heart of Brighton, have created this lovely video highlighting their business, products and services. Even though this is a very competitive marketplace, the video demonstrates the uniqueness or “bespoke” quality of their jewellery and you really get a feeling for their passion and experience. It may only be a 4 minute video, but you can see there are loads of “Fill Shots” (mentioned in previous posts) which gives a sense of a busy, bustling workshop. They also use a wide range of camera shots from long, close-up to macro and use simply cut edits to move from one scene to the next. And of course, they use J and L cuts which can be incorporated easily in to your video.

1. Highlight Your Products.

I really like this video. Even though it professionally made, it is a video that anyone can reproduce with a little bit of planning. That is the key to this video, planning. When you watch the video, you can see that each separate section runs in to each other using a specific transition like the dropping of a feather suddenly becomes a pen or the falling of sugar becomes the falling of sand. Before you begin recording your video, spend some time thinking about how you want to highlight your products and want shots you will use to demonstrate this. The video is less than two minutes but you get see a lot of rings in their natural settings which I think is a great way to show off your jewellery.

3. Gift Wrapped.

This 45 second video is a prefect online promotional video. It keeps the user engaged and also provides an insight to their product, the service they provided and the time and care they take to make that expensive gift extra special. They use their gift bag at the end to present their business logo and reasserts the name “Astley Clarke”. I think the major factor in this video with regards to production is the lighting. It’s spot on. The use of candles and soft yellow lights gives the video a real warm and inviting feeling. Finally, they cut the video between two different angles, one from the top and one from the side. This helps give the video a flow and stops it from becoming monotonous if continuously shot from the same angle.

4. Interview in a Specialized Area.

An interview is great way to introduce yourself and let people know what you do and build up a relationship with your customers. It’s even better if you have a specialized skill or technique which the general public might not even know exists. Mike Shorer is a 7th generation Goldsmith and the video provides an insight into how he makes reproduction jewellery, from moulds of artifacts that his father made over a 40 year period. This video uses all the techniques as described in our Video School, including the rule of thirds and lighting techniques (including three-point lighting and the key light). You can see at the start of the video they use a large window in the top right of the screen as the Key Light. This will balanced out by having a Fill light on the opposite side to stop the shadows from being to strong. To learn more about light techniques, please view our lighting lesson.

5. Customer Testimonials.

Endorsements in your videos and on your website from current customers will certainly help reassure new ones. It is also a sure fire way to help increase sales and promote your company in a positive light. This video really confirms these points and one feels by visiting Anania Jewellers, you would indeed get an excellent service. You can tell that the customers enjoyed their experience and didn’t feel pushed in to anything or were over sold to (which can be a big turn off). In the video, the lighting is well done without being overly professional and the use of Lavaliere microphones give a crisp clear sound to the video.

Bonus Video.

Highlighting your work.

This is the video that was created by the company that is located in our complex (I feel obliged to help promote another small business, especially who are located so close). The company is called jewelleryrepair.ie. In the video, they run you through the process of resizing a ring, as well as showing you how they clean and polish it up. Videos like these are a great way to get your business name out there and start to build some brand recognition. And remember if you have a business logo, place in your video.

Why not try out trakAxPC today. It can be used for all your video editing needs. Take advantage of our special price of $39.95 – buy trakAxPC today.

Artisan Videos, Handmade Craft Videos, Inspiration

Inspiration Video – Handmade and Artisan Products

July 25, 2012
25-07-2012 12-37-56

One of my favourite channels for getting inspiration for small business videos is the Etsy Channel on Vimeo – what all the videos have in common is that they all feature products and services that have a unique feel and often are handmade.

I recently watched a video for Alabama Chanin, which is a clothing company focusing on limited edition pieces which are completely hand-sewn. Obviously this labor-intensive method, means that the clothes are extremely high-end and consequently expensive. However, after watching the video about Alabama Chanin, you realise that firstly the brand is more than just clothes, it is a statement about quality, community and craftmanship and secondly, it makes you reevaluate the concept of luxury. I think any small manufacturer or artisan can take alot from this video – namely:

  • Sometimes your story is more interesting that the actual product – if you are directly impacting lives in your community by providing employment, this can be a selling point – especially if it is in traditional crafts that people appreciate
  • Focus on the craft involved in making your product – close ups of hands at work – the intricacy involved
  • Help your potential customer understand why the product costs what it does – the source materials, the hand crafted element, the uniqueness of the products, the hours put it, the start and end point etc.

Watch the Alabama Chanin Video here

This is of course a beautifully made video, but there are lots of things that you can replicate yourself in your own business or workshop.

Point 1  – Use the Rule of Thirds

To learn more about the Rule of Thirds, see this Tips and Tricks Article

Point 2  – Keep Fonts Simple and Clean

If you are using text to identify people, places or as further explanation, keep the fonts clean and simple – don’t be tempted to reach for the Comic Sans! Use a nice clear elegant Font. It is important to use a Font which can be easily read by the viewer. If you don’t have any fonts which you believe are good enough, we would highly recommend investing in some as it will greatly enhance your videos look. We would suggest visiting a site like myfonts.com where they are a range of affordable and professional fonts. These fonts can give great results and will give a clear and clean look to your video.

(To learn about adding Text to your video using trakAxPC, see the tutorial here).

Point 3  – Use Collaging to Show Multiple Products

If you want to show multiple products, but don’t want to make your video too long, use collaging (or picture-in-picture) to show multiple products simultaneously.

Watch the video tutorials here to learn about to implement the collage effect with trakAxPC.

If you’ve seen a particulary great artisan video or have your own tips on how to create the perfect video for a small business, please share them below!