At Kaptcha we help B2B companies create more emotional connections with their audiences.
We make films that work. Films that connect with people. Films that stir emotion and inspire action.
Our team is built around award-winning BBC executives, directors and crew. We give a full end-to-end service – creative and strategic thinking, combined with huge editorial experience from the broadcast TV world.
Let’s Kaptcha your story together.
LinkedIn is a great opportunity to reach a B2B audience with content that helps people solve a business problem. Video has been an option for a while now, but how do you make your video content fly? There are two elements to success with film on LinkedIn:
1. Making your film
2. Promoting your film
Here are the five essentials for making films that work on LinkedIn.
1. Get Emotional
Video is particularly powerful in the awareness phase of your customers buying journey, when you want to tell a story or evoke an emotional response. But for video to do its job properly, the story must be right too. The best brand videos – the ones made by Gillette, Airbnb or Nike, for example – don’t talk about products or services. They talk about how those products and services make you feel.
2. Strong visuals matter
Strong visuals grab attention. There’s a lot of dull video on LinkedIn and corporate filmmakers learned years ago to avoid talking heads where possible. Make yours quirky, dynamic, exciting. If your subject makes this difficult, faces are great for grabbing attention. Close-ups work well, like this hugely popular Nike film.
3. Don’t waste time
For Linkedin get straight into the film and the interesting visuals. Don’t put logos or the film title at the start. A faster cutting pace generally grabs more attention. It depends on the visuals, but generally about one cut per second keeps people watching. Viewing duration is more generous on Linkedin than some other platforms, but 30-90 seconds generally works best for most films. Speeches and strong stories can keep people watching longer.
4. Go vertical
Vertical or square video works well on Linkedin. It takes up more screen space as people scroll down, so they’re likely to see it. More people are watching on their phones, so vertical video takes up their whole screen. This film about Game of Thronesfrom Business Insider got it right.
5. Sound off
LinkedIn defaults to muting a video’s sound on first play and many people will leave it that way while they watch. Sub-titling films is one way to attract your audience, or even better incorporate graphic text into your film so the audience can understand even without sound. This World Economic Forum filmworks just as well with or without sound.
So now you’re all set to start filming. That means we're half way there. But there's still the critical question of posting your video effectively. We'll look at this in Part 2.
Why is pre-production so important for your film?
In the broadcast world a huge amount of work happens in the pre-production stage (before any filming starts). Filming is expensive so the aim is to get the most out of filming days – and being prepared helps do that.
Information on the topic, potential contributors, locations, archive that could be used and much more is all gathered in advance – usually far more than can go into the programme. The creative team will then look at all of this and start to work out the most powerful way to tell that story with the elements they have. Usually the director will talk to potential contributors in advance, or even better meet them in person – and also go and recce potential filming locations.
The main benefits of thorough pre-production:
- It allows the producer/ director thinking time to come up with the most compelling way of telling the story
- it means filming days are efficient– and that saves money
- it means people (including contributors and crew) are far clearer of what is expected from them on filming days
- at the end of the day you get a better film for less money
Pre-production is just as important when filming branded content and corporate films – it means the client gets a better film and can often save them money.
A trend we’re seeing in 2018 and 2019 is brands wanting films that are genuine. Films that create emotional connections with their audiences - with real people telling real stories.
We work a lot with the finance, tech and cyber security sectors where there isn’t a physical product to show – so getting your own people or customers on film is a great way for brands to bring their purpose and personality to life.
But it’s moved on from simple talking heads. Short editorially strong films are on trend – mini documentaries. And brands are investing more time into contributor research finding those who have a great story to tell and telling it with passion.
One day roughly a year ago, Rich, (our Creative Director) and I were working in the office brainstorming ideas. I could tell he was annoyed but I wasn't sure why. Then he said – “Rich…” (yes, we’re both called Rich – I know it can be confusing, even for us) “… why do you call them videos? We don’t make videos, we make films”
At first I didn’t understand what he meant. The vast majority of what we do is work with big global brands making short marketing or comms ‘messages’ for them. We generally don’t make feature films you’d see at the movies. But then he explained.
“Over the last 5 to 10 years the term video has been de-valued. If you have a smart phone you can shoot a ‘video’ and the term video is now associated with lower quality”
I understood straight away. Rich and I and many of our team came from the very top end of the BBC and broadcast television. We don’t ‘do’ low quality and we certainly don’t want to. We make high quality, creative films for our clients.
It still took me a while to stop using the term video but, after being shouted at several times I’ve finally stopped. So, if you want a video then I’m happy to lend you my old i-phone – but if you want a film, please give us a call.