Over millennia, our brains have become “wired for story”—but especially for visual stories. Research shows that our brains can process a single image in 13 milliseconds, about 75 frames per second. That’s why, if you’re an organization seeking to connect deeply and memorably with your audience, customers, and prospects; video is the way to go.
According to Wyzowl’s annual State of Video Marketing report, the amount of online videos people watch has almost doubled since 2018. People view an average of 19 hours of online video each week, which has increased by 8.5 hours per week over the past 4 years.
That’s the importance of video marketing: whether you’re a government organization, an institute of higher learning, or even a non-profit, video can help you smash your communication goals.
Types of Video Production
There are many ways video can be used to inform, educate, entertain, and promote. Common types of video production you might encounter include animations, live-action (that’s when real people, sets, and props are used), mixed media (fusing different styles of videos together), screencasts (recordings of screens), and more. As technology becomes more sophisticated, we’re also seeing more immersive experiences like augmented reality and virtual reality being used.
Video is clearly a powerful and competitively advantageous asset to any organization, but it takes some skill and specialized knowledge to get it right.
Certain types of videos are effective for some industries but not so much for others. For instance, while animations are excellent for PSAs directed at children, they might not be as effective when teaching people how to use a physical product.
Behind the scenes, video production is a nuanced, complex effort. Every industry has its own set of best practices and compliance requirements.
So, how exactly does video production vary from industry to industry? Let’s dive in:
Government Video Production
Government agencies often have diverse requirements ranging from PSAs to recruiting videos to employee training videos.
One of the key ways in which video production for government organizations differs from other industries is the sheer size of the audience. While internal training videos can reach tens of thousands of people, public-facing videos often reach millions—making video a highly cost-effective and impactful tool.
One of the chief opportunities with working with government clients is this: as they tend to think in straightforward ways, there is more room for creativity, for thinking outside the box, and creating materials that go beyond just transmitting information.
However, there are a few drawbacks. Videos for government clients can’t really market to the customer the way commercially-focused videos can. Working with government agencies can also be more formalized in terms of reviews, approvals, invoicing, and ownership of the materials.
Here are a few examples of videos Rock Creek Productions has created for government clients:
1. Supply Chain Case Studies for the EPA
A series of videos were created for the EPA to accompany case studies sharing lessons learned from water and wastewater utility supply chain challenges.
2. Recruitment video for the U.S. Air Force
This video was created to help build excitement about the career opportunities available to software engineers at the Robins Air Force Base.
3. Training program for the Defence Acquisition University
A series of 11 videos were created as part of a training program for the Defense Acquisition University. These videos received widespread critical acclaim among government training products.
4. Arctic Report Card for the NOAA
Since 2019, Rock Creek has worked with the National Oceanic and Atmospheric Administration (NOAA) to produce the “Arctic Report Card” video which synthesizes important research into the ongoing climate disasters happening in the Arctic.
Colleges and Universities
Videos for schools, colleges, and universities typically revolve around promotional and marketing-related content to give them a competitive advantage over other institutions.
These videos tend to highlight things that make the institution stand out. They may showcase the institution’s newest lab or technology, building, or sports facilities; document research initiatives; or pay tributes to those who have helped establish or advance the institution’s interests.
And then, of course, there are also admissions videos to create excitement to bring in more students. Videos showcase the landscape of college campuses and tell the story of the college experience in a way that makes it come to life — much more so than just reading about it in a university pamphlet. Video is a powerful, intriguing marketing tool, and for college admissions, that’s a game changer. These videos should ideally be contemporary, energetic, and fun, and there’s a lot of room for creativity here.
As a whole, education-based videos don’t follow the same formalities as government videos, but making sure they’re accessible and diverse is vital for both to be successful.
Corporate Informational and Training Videos
Corporations have great creative freedom and flexibility over their video content and also have the broadest requirements. From corporate and employee training videos to marketing videos, you’ll see corporations using a variety of video formats, including animation and live-action.
Especially after the pandemic, video marketing has played a game-changing role, with 92% of marketers crediting video as essential for their marketing strategy.
If you’re a corporation, you can use video to feature employees and executives, talk about your company’s vision and mission, or spotlight products.
The more professional these videos look, the more credible you look, and the more likely it is that your audience will connect with you.
Here’s a video Rock Creek Productions created to introduce Ekso Bionics’ Exoskeleton technology and its applications in the medical field.
Nonprofit Video Storytelling
Nonprofit video production services are unique because their requirements go beyond raising awareness. From fundraising appeals to PSAs, nonprofit video storytelling needs to connect with donors emotionally by evoking a sense of urgency and empathy in their audience.
And that’s why nonprofits need video marketing.
It’s science. When people see images that elicit an emotional response, their brain releases oxytocin. That release triggers feelings of empathy, connection, and even trust.
Rock Creek made a fundraising video for the Asheville-Buncombe County United Way, where we featured feel-good stories of how the people they serve have been impacted by donor support. This showed prospective donors the value of their contributions to their community, while also creating an emotional investment in the stories of their beneficiaries.
Non-profit videos don’t always have to be serious and somber. They can include funny or light-hearted moments too. For instance, a dog shelter can feature cute and funny videos of its rescues to generate interest in their work.
Get started on your video production today
Rock Creek Productions is an Emmy-nominated video production company based out of Herndon, Virginia (near Washington DC), and Asheville, North Carolina. We have over 25 years of experience working with some of the nation’s most prominent government and non-governmental institutions, including NASA, the EPA, and the US Air Force.
No matter what your industry, there are unique key processes, strategies, and techniques for creating a memorable and effective video. We have the specialized experience and capability to help you create high-quality videos that are strategically developed for your audience and your goals.Rock Creek Productions can help you develop and produce almost any kind of video, no matter what kind of organization you are. Have a story to tell? Reach out to us today!