Tag Archives: Boston Video Marketing

Lighting Pro-Tips

Lighting can be the deciding factor as to whether or not your actors feel dissatisfied with their facial shadows or if a theme resonates with the audience. Although subtle, when lighting is used effectively, it can make all the difference. Here are 5 aspects of lighting that any Boston video marketing or video production company should keep in mind:

1. Quality

The quality of a light refers to its emitting nature. Is it a harsh light, causing hard shadows (ex: floodlight), or is it soft, giving a nice aura to your subject (ex: china ball)? The quality of a light can be indicative of mood. Think about how a harsh flashlight is used when someone tells a scary story.

China Ball

China Ball/ Paper Lantern2. Color-

2. Color

There is a technical and an artistic aspect to the color of a light. In the technical sense, color temperature is essential to properly white balancing a camera. However, as an artistic choice, color completely alters a video’s style and feeling.

3. Brightness

Brightness is most easily controlled with a china ball configuration, because the bulb usually comes attached with a dimmer mechanism that changes the levels. Choose the right level of brightness for your scene to give a warm or icy mood.

4. Position

Position is more so applicable on sets that involve multiple lighting sources. When this is the case, consider that the standard Boston video production set has a fill light, a backlight, and a key light, all of which serve different purposes. Furthermore, the position of a light can make all the difference in maintaining the illusion of reality. For example, if a fake window seems to be changing positions each cut because someone keeps moving the artificial light source, the audience will be disconnected from the reality of the video.

5. Distance

Distance falls into a similar vein as position and brightness. Always try to think of the distance that would make the most since for a given source of light and for the mood you want to convey.

Production Shoot Lighting

Skillman Video Group lighting for Cable TV Pioneers Banquet

We here at SVG use these lighting tips for both inside and outside video marketing or video production shoots, and we will continue to do so to remain a top tier Boston video production company.

Skillman Videography Group LLC specializes in Boston video production services. Call us anytime at 1-800-784-0140.

Part of Google’s New Algorithm is an AI

Google Algorithm UpdateBack in 2013, Google did something that was pretty convenient for anyone who’s involved with video marketing or blogging about video marketing. The company named its search algorithm! Finally, we had a convenient phrase to refer to the mysterious code that determined our success or lack thereof online. Google named this algorithm Hummingbird.

Hummingbird is made of various parts, and one of these parts is an artificial intelligence known as “Rank Brain.” While Rank Brain may sound like something straight out of the laboratories of SkyNet, it’s actually a tool that allows Google to quickly process search results.

One interesting thing about Rank Brain, is that it learns over time. In this context, learning translates to finding relevant search results for specific keyword searches.

This information was first reported via Bloomberg last Fall, and along with the existence of Rank Brain, Bloomberg reported on the importance of this AI to Hummingbird. Here’s a direct quote from the Bloomberg piece:

“RankBrain is one of the “hundreds” of signals that go into an algorithm that determines what results appear on a Google search page and where they are ranked, Corrado said. In the few months it has been deployed, RankBrain has become the third-most important signal contributing to the result of a search query, he said.”

Without getting too off topic, signals are different elements of a web page that Google uses to rank search results. So RankBrain helps sort through information, which is neat! As a machine learning tool, RankBrain is primarily going to be used to pair results to searches that may not include specific keywords.

For example, say you’re looking for a Boston video production company and you search for “hire a professional video company in Boston.” RankBrain will sort through your search to show results for “professional video company.” Hopefully, RankBrain will send you over to Skillman Video Group, Boston’s premier video production company for corporate videos.

Skillman Video Group LLC is a Boston video production company. Call us anytime at 1-800-784-0140.

Evaluating Success in Video Marketing

What do you do when you’re trying to figure out if a video on YouTube or Facebook is popular? Your first instinct might be to check out the number of “views” that the video has received. If you’re evaluating a video’s popularity, then this is a valuable strategy. But what if you’re not evaluating popularity? What if you’re a business that’s evaluating whether or not a is actually generating new leads or selling your product? The video marketing professionals at Skillman Video Group have a few criteria that can inform your next evaluation cycle.

1) Watch Time

Watch time is the measurement of how much of a video an average user watches. In other words, are viewers hitting the back button after a few seconds, or on average completing an entire video? This matters for two reasons.

One, you’ll get a sense of whether or not your audience thinks the video is valuable and or entertaining. Higher watch times translate to more perceived value.

Two, YouTube actually considers watch time a more valuable criteria for sorting search results than the number of views. Meaning, videos with a higher watch time get sorted to the top and vice versa for videos with a shorter watch time.

2) Conversion Rate

Conversion rate refers to the number of viewers that follow through with the intended action of your video. So, if you’re following standard video marketing protocol and embedding a Call to Action at the end of your video, Conversion Rate is the measurement of people who actually follow through with the CTA. If you’re not embedding a CTA into your video then we, as a Boston Video Marketing Company, couldn’t recommend this strategy highly enough.

3) Social Shares

This metric considers the number of times that your video marketing campaign is reshared on social media outlets. Consumers trust the advice of their friends, especially digital friends!

Skillman Video Group LLC is a Boston video production company. Call us anytime at 1-800-784-0140.

YouTube Video Marketing

5 Benefits of YouTube

Social media has become increasingly popular in the past five years, and is projected to grow over the next four. However, with sites such as Vimeo, Vine, Google+, Twitter, Facebook, and YouTube it is hard for any Boston business to know exactly what social media website would be most beneficial for their video marketing strategy. Going with a normal video is useless when it comes to Boston video production, but when it comes to marketing “72% of B2B Marketers use Video Content Marketing” as their top choice, according to ReelSEO. There are many benefits when publishing on YouTube, but these are the top five reasons why it is beneficial for Boston businesses to upload directly to YouTube:

  1. Leads to traffic
  2. Can be adapted
  3. YouTube is Mobile
  4. 72% of b2b users find YouTube to be the best choice for their video platform
  5. Engage with potential customers

Leads to Traffic

YouTube can be an extremely effective platform for video marketing. It helps sells consumers without forcing the message or product in their face. Also, if a consumer likes what he or she sees, then his or her next step involves visiting the company’s website. Producing content is based around supporting a business and its website. YouTube allows a video to be seen by a large audience, which will ultimately drive interest and traffic onto the business’s website.


At Skillman Video Group, we have always made it known that the targeted audience must always be kept in mind we developing a Boston video marketing campaign. However, YouTube allows the B2B campaigns to adapt to other consumers. ReelSEO points out that “Video content is so versatile that it can be created, and adapted to suit every marketing approach.” For some B2B campaigns there may be two very different demographics and thus a video can be created to relate to both. Also as consumers evolve with technology the business and its marketing videos can do the same. Nonetheless, YouTube video marketing is continuously there to reach whoever the video is intended for.

YouTube is Mobile

With over a billion users and more than half of those viewers coming from mobile devices it is apparent that every Boston business should publish videos on YouTube. It is easy to notice how much this generation is attached to their phones, and in a recent Cisco poll it was founded that “by 2020 75% of mobile traffic will be video.” YouTube is the leading video publishing site and with statistics like that, the projections of generating consumers through mobile devises is one of YouTubes greatest benefits.

72% of b2b users find YouTube to be the best choice for their video platform

Besides YouTube being mobile, many find that YouTube is THE platform for video marketing. According to ReelSEO, only 20% of respondents used Vimeo as their video platform and 9% used Vine as B2b lead generator compared to YouTubes 72%. Video is also on the rise regarding marketing strategies from 70% in 2013 to 76% in 2015.


Again, YouTube allows businesses to reach their targeted audience and then some. However, businesses also find YouTube to be beneficial when seeking to communicate with consumers. ReelSEO states that 38% of their respondents used YouTube as a social media platform to engage with potential clients, and 48% believed YouTube was more effective than Facebook. Although Facebook and Twitter are still the leading social media sites in 2016 with Facebook at 84% and Twitter at 88%, YouTube is just a close second behind them at 72% and is projected to grow.

YouTube proves many benefits, but again a businesses marketing strategy is only as good as their content. SVG knows how to take a concept to content and will be with a business through every step of a marketing campaign.

Skillman Video Group LLC is a Boston video production company. Call us anytime at 1-800-784-0140.