Videos are quickly becoming an indispensible asset to industry. Because videos are so effective, it is important to have a quality video to have a quality effect on your clients. Dr. Campos creates quality videos because of his experience as a PhD scientist , teacher, and filmmaker.
Jump to:
- Advantages of Video
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- Importance of High Quality
- Advantages of a Writer/Director with a PhD
- References
- Classic studies have shown that your clients will remember under 50% of what they only hear, under 50% of what they only see, but over 50% of what they both hear and see. (Fergus e.al., 1975; Paivio, 1975; Westhoff, 2004).
- Lents and Cifuentes (2009) showed that college students taking a video based Biology 104 class "performed (75.1%), as a group, as well as those who attended the traditional in-class lecture (76%) (p = 0.05)."
They concluded that students "are capable of learning the complicated course material of Bio 104 that is normally conveyed through in-class lectures via video recordings." Additionally, "over 60% of students agreed that video improved the learning in the course." - Wieling (2010) reported, "linear regression statistical analysis showed that viewing online lectures as well as attending lectures in person has a significant positive effect, on student exam grade.
- While static photographs are sufficient for representing stationary products, most life science applications require your clients to perform a dynamic procedure. Videos demonstrate the processes that your clients need to learn much more effectively than any diagram with arrows labeled A, B and C.
- Vice President of Garnter (Andrews, 2010) said, "Video is particularly valuable for tasks that have emotional resonance or are procedurally oriented, involving technical and often visual complexity."
- A study (Donkor, 2010) compared prcoedural learning via text and video. They concluded that the practical skills acquired "were significantly higher among users of video-based instructional materials. Finally, users of video-based instructional materials displayed significantly superior craftsmanship."
- The Wharton School of Business showed that video boosts comprehension and retention by 50% over a live presentation.
- DoubleClick found (2006) that viewers click the play button in videos twice as often as traditional image ads. And DoubleClick also found (2008) that the video complete rate was over 50%.
- More articles (2007) on video efficacy:
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Seventy percent of adult internet users have used the internet to watch or download video. (Purcell, 2010)
The number of adults who have watched a video on line have doubled between 2006 and 2009. (Madden, 2009)
Forty-eight percent of Internet users watched video on a sharing site (Rainie, 2008), more than used a social networking site (35%) or downloaded a podcast (19%).
These studies were conducted by the non-profit, non-partisan organization, Pew Internet & American Life Project. - Surveys of students preferences for educational technologies revealed that "Video conveyed the highest amount of enjoyment" compared to lecture and powerpoint presentations. (Tang, 2009)
- Video Web sites and social networking Web sites are expected to see the strongest year-to-year growth at 153.9% and 43% (Scott, 2010)
- Cisco Visual Networking Index (VNI) Forecast, 2009-2014 rojected global Internet traffic will increase more than fourfold by 2014 to 767 exabytes, led primarily by the surge of high-bandwidth video viewed online.
- "Digital video is steadily becoming the dominant media in which our student demographic engages." (Young, 2010)
- Rick Bruner, research director at DoubleClick said videos "are quickly becoming the medium of choice to drive brand awareness and sales...there are clear ROI advantages."
- "Digital video is steadily becoming the dominant media in which our student demographic engages." (Young, 2010)
- Christi Day, media strategy specialist of Southwest Airlines Co, said in 2010, "Video played an integral role in our broader external communication strategy."
Advantages of Videos
Videos results in greater retention.
Videos illustrate motion.
Videos make statistical business sense.
Videos are popular.
Video use is accelerating.
Experts recommend videos for business.
Videos are another media outlet to expose your product to your market.
You have probably maximized everything you can do with text. But videos can be posted to YouTube, linked to on facebook pages, emailed directly to interested parties, streamed from your website.... Videos transform your products' presentation from "overlooked passive scenery" into a "dynamic, memorable, and attention-grabbing experience."Videos are the "new webpage."
After the mid-nineties, companies were launching webpages because they knew how valuable the new technology would be. Now with the advent of readily available streaming video, companies are creating videos for their webpages. While photographers can capture their subject with limited knowledge, companies are discovering that quality videophers must be experts on the subject in order to direct not just camera and lighting, but writing, audio, and video editing as well.Importance of High Quality in Videos
- Quality association: Your video with your company:
Your clients are more analytical and critical than the average consumer.
A minor flaw in presentation will cause instant skepticism towards your entire company.
You want a quality video that will reinforce your company's reputation of technical expertise.
Videos are "key for managing any company's image," (McGuire, 2008) "effective monitoring is key for managing any company's image.... online video clips produces powerful material to better support reputation management." - Videos last forever. "Videos can sit on a site for years and every time one is played it gains in value, in terms of both revenue and in dwell time." (McEleny, 2010), "It gives people a reason to come back. Online videos open up revenue streams and ad opportunities while increasing stickiness."
- Positive results are linked only to quality of message. A seven year study by the Wharton School of business concluded that only the money
invested in "quality media communicating a relevant message" resulted in improved financial profits. There is no evidence that "just getting your name out there" will benefit your company.
Advantages of a Writer/Director with a PhD
- Technical writers with a PhD are extremely valuable. Companies may employ many technical writers, but they are lucky to have even one technical writer with a PhD. Most PhDs want to do their own original research, not explain how to use someone else's products. So a technical writer with a PhD (who can explain concepts well) is very rare. A writer who understands your product and your audience will create a well-written script.
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A well-written script can be ruined by a director's execution. A director who does not understand the subject material will have difficulty guiding actors to deliver lines with correct emphasis,
communicating to the Director of Photography which camera angles will best show the product in action, and advising the editor which are the most important steps
to include in the video. A director who understands your product and audience will create a quality video if he has a well-written script.
It is difficult to earn a PhD. It is also difficult for an aspiring director to learn enough about every aspect of filmaking (camera and audio, sets/costumes and acting, editing and postproduction) to communicate with his production team. - A director with a PhD has several advantages These include:
- Understanding base level of audience knowledge: Scientists tend to keep using products that they trust. They will continue to use a product that was easy to learn at the start of their careers. (if for no other reason than to increase reproducability with previous experiments.) A PhD who knows the level of understanding for entry-level scientists can best explain how to use your product.
- Understanding new features: Your product improves over existing products. To convince your clients to buy your new product, you must make these new advantages as clear as possible to your clients. A PhD can emphasize the upgraded features of your "deluxe model" compared to the "standard model."
- Attracting quality creative collaborators: Tek Sci Productions uses our solid fundamentals to attract cast and crew. Instead of stressing about lowering price by cutting corners, cast and crew enjoy contributing to the high quality projects that a PhD director attracts and creates.
- Attracting quality clients: Tek Sci Productions also uses our solid fundamentals to attract clients. Clients are comfortable choosing a known writer/director based on credentials. Cleints are uncomfortable guessing which company has more aesthetic movies, or hoping a production company chooses a good writer/director, instead of choosing cheaper, inexperienced creative leadership.
- Writer/directors have an inexplicable synergy. George Lucas (Star Wars), James Cameron (Terminator), Quentin Tarantino (Pulp Fiction) and
Roberto Rodriguez (Spy Kids) were all writer/directors. Little known fact: Director Steven Spielberg was also an uncredited contributing writer for many of his movies.
A writer can create a better script, if he knows how to plan around existing talent and locations. If the writer plots for insubstantial ideals, lower quality can result when reality can not match his imagination.
Similiarly, a director who understands a script can make modifcations to best take advantage of unforseen opportunities with talent and locations.
There is a definite synergy of talents for a writer/director. And there is an even great synergy of talents for a writer/director , who knows how to teach and has PhD research experience.
See References .