Stories

News, project launches and thoughts from our team.

Our Top 4 Tips for Better Brand Video in 2023!

By now we’re all aware that video is the most powerful tool in your toolbox when it comes to capturing that ever-elusive audience – whether it’s new clients, customers or stakeholders. Here in Canada, we have a social network penetration rate of 89 percent, making us one of the world’s most connected online populations. So as we move into the new year, it’s a great time to take a closer look at your social media presence and consider how your brand video content is performing, and how you can keep it consistent and engaging – but most of all – drive results for whatever outcome you’re looking to achieve. 

To help you maximize the impact of your brand videos and even go viral, here are our top four tips for crafting better brand video content in the upcoming year. 

Tip 1 – Choose your Channel

When it comes to crafting great brand video content, the number one thing you need to consider is your audience. TikTok, Instagram, YouTube, and Facebook all have their own unique demographics, styles, and creative constraints, so it’s important to take some time to research, and choose the platforms that are most suitable for your brand and your goals. 

A few stats to help you out. If you’re looking to reach a younger demographic, TikTok is an excellent choice – the social media juggernaut is now the #1 app among Gen Z, or 18-25 year old consumers. But don’t count it out if your ideal customer doesn’t fall within those demographics – 1 in 5 adults over 35 are now TikTok users as well, and growing.

If you’re looking for a more professional and long-form video presence, YouTube may be better suited for you. With 1.7 billion monthly users, YouTube is the world’s second most-visited website. Sports, kids, music and gaming content thrive on the platform, as do how-to videos.. With a third of all internet users watching a tutorial video each week. That being said, the vast majority of YouTube’s viewing audience is between the ages of 18 & 34, skewing slightly male. Keep that in mind when planning content for this channel.

Instagram is the top social media platform for ROI, engagement, and lead generation for sharing marketing videos – and its stories or reels features can also be great for creating fun, short videos that quickly engage with users. Instagram has a wider audience reach, with most users falling between the ages of 18 & 44.

And finally, the mother-of-all social networks – Facebook. Great for reaching a broad audience, Facebook is the most popular social media network for men and women aged 35-44. If you’re looking for a slightly more mature audience – this is the place to be. 

Tip 2 – Keep It Short

In the age of digital media, attention spans are shorter than ever. Consumers are used to receiving a lot of information quickly, so you should make sure your brand videos are concise and to the point. Shorter videos will also help you reach more people, as people tend to prefer watching shorter clips over long ones. 

Every network has different ideal lengths for video engagement, but one thing is crystal clear – when creating a video, be sure to focus on one message or idea and make sure it’s communicated quickly and clearly. Don’t try to cram too many points into one piece; instead, spread out your content across multiple shorter videos if needed. Keep your video short and sweet, and don’t forget to include a call-to-action at the end to drive conversions.

Tip 3 – Figure out your Funnel

Creating a sales funnel is an important part of any marketing strategy. A sales funnel is a way of visualizing how your customers move through the buying process and can help you better target them with the right content. When it comes to video content, using different videos at different stages of your sales funnel can maximize engagement and increase conversions.

At the top of your funnel, use videos that focus on building awareness and introducing your brand and product. You could create a brief promotional video or even a fun animated explainer video that gives potential customers an overview of what you’re all about. 

As prospects move further down the funnel, you can use videos that focus more on driving conversions. This could include customer testimonials, product demos, or educational content that dives deeper into your product and its features. 

Finally, at the bottom of your funnel, you could focus on using videos to drive repeat purchases and loyalty. This could include special offers, discounts, and rewards programs. By tailoring your videos to each stage of the sales funnel, you can effectively reach your target audience with the right message at the right time.

Tip 4 – Go Live

Live videos are a great way to engage with your audience and show off your brand’s personality. They’re also easier and faster to produce than edited videos, generate more engagement, and allow you to get more content out quickly and consistently. People are also more forgiving of imperfections on live videos because they know the video is being produced in real-time. You don’t need to worry about lengthy editing processes or finding the perfect soundbite; just hit record and go!

There you have it! Our top 4 tips for better brand videos in 2023. We know that creating content can be overwhelming, and we’re always here to help. Please don’t hesitate to reach out with any questions or start a conversation with us about your next brand video project! And good luck with those 2023 goals! If you keep these four tips in mind when crafting your annual campaigns, you’ll be off to a great start.

 

Healthcare Video: Imagining Better for a Brighter World

“Every day, thousands of primary care providers head to the front lines of healthcare in Canada. They’re by our sides for moments big and small, and motivated by a singular vision. To help everyone lead happier, healthier lives.” 

We are so proud to premiere this suite of healthcare videos supporting the public launch of the David Braley Primary Care Research Collaborative. An incubator, focussed on advancing and strengthening primary care in Canada.

Beginning with the story of the incubator itself and following up with five more, we drew a rich picture of the DBPCRC and its research goals. Through multiple layers of live-action footage, music, voiceover and animation we illustrated their mandate – to improve the lives of Canadians through better delivery and implementation of care. Each video was crafted in collaboration with the public relations team at the McMaster Department of Family Medicine,

Thanks to everyone at McMaster’s DFM for allowing us the opportunity to expand your story! We are honoured to capture the work of this inspiring group of people, pushing toward a brighter world for us all. For more of our McMaster University or healthcare video projects, check out our education or healthcare portfolio.

GOOD AS GOLD

50th anniversary documentary launch for McMaster University

McMaster University’s Medical School is a world-renowned hub for ground-breaking research and cutting-edge education techniques. They are also our long-time partners.

Because we have worked together so often over the years, we’re familiar with the kinds of stories they want to tell and we’re comfortable with the messages they try to convey. There’s a mutual trust there, built over countless hours of working together.

So when McMaster’s Faculty of Health Sciences approached us to put together a project commemorating the 50th anniversary of their medical school, we had to deliver a product worthy of a golden anniversary.

Mixing engaging interviews of past and current leaders with fantastic archival footage, we crafted a short documentary that told the story of McMaster’s School of Medicine, from humble beginnings to their bright future.

All that hard work really paid off. The result is a personal account of the medical school’s story, from the people who brought it to life and keep it thriving today.

Take a look at our short film below, which premiered at their 50th Anniversary Gala last week.

Happy anniversary, McMaster! We can’t wait to see what our next collaboration will bring!

Maximize Your Time (and money!) with Training Videos

Training videos are a hot topic these days. And no wonder! Educating new employees is something that every business needs to do at one point or another.

At Double Barrel, we get requests for these all the time. And our answer is, yes! We do those! And in too many styles to count.

 

Training videos keep costs down, create educational consistency, improve information retention AND employee engagement. As a savvy business owner, video should be your go-to solution when it comes to training new staff.

Check out the short sample above of our latest training video series for Wolseley Canada. Or, follow this link to view our entire library: https://doublebarrel.wpengine.com/video-styles/

From live action to animation and everything-in-between, we’re your #1 choice when it comes to producing videos that will ensure your employee training is more effective, cost-conscious, on-demand and consistent!

Illuminating the Road Ahead for Deloitte

This week we went international! Thrilled to announce that both Deloitte Global (Deloitte.com) and Deloitte Canada have officially launched the commercial series we produced.

These bite-sized overviews of Deloitte’s accounting services are used as an introduction to new and current clients, helping CEO’s & CFO’s get the most out of their bottom line.

Check em all out here : https://doublebarrel.wpengine.com/projects/deloitte-canada-commercial-series/

While the subject manner is dense – audit & assurance – we kept the tone light using humourous intros to pull the viewer in, and high production values to keep them there. Utilizing animation, VFX overlays, actors, props, a snappy soundtrack and professional voice over, these pieces stand above the crowd and entice the audience to learn more about everything Deloitte has to offer.

We had a blast producing this series and are thrilled to add Deloitte to our happy list of clients!

#WednesdayWisdom: Behind-the-scenes with Apple & Spike Jonze

One rabbit hole that clients fall into is assuming that video is a snap to make because it’s so simple to watch. You sit down, press play, and an entire world unfolds before you. Savvy marketers, though, will make it a point to understand the amount of work that goes into making a fantastic video so that they can intelligently spend their marketing budgets, and get the most bang for their buck. Knowledge is power, and video marketing is no exception.

Of course, if you’re the world’s richest company, you know that great video marketing takes high-caliber creative and a killer crew. At Apple, their marketing team spends millions of dollars on video – hiring choreographers, Hollywood directors, top-shelf dance talent and a crew of set designers to launch their latest product. Of course, the results are simply amazing.

This behind-the-scenes film of the making of Apple’s Spike Jonze-directed campaign for the HomePod is a great primer on what goes into making truly original, creative piece of video marketing – in this case, a short film. And while you may not have their budgets, knowing the creative (and budgetary) constraints you’re up against is half the battle!

Take a few moments and enjoy this educational look inside a high-budget shoot for this week’s #WednesdayWisdom :)

We Brought Home the Gold!

DOUBLE BARREL WINS TWO DAVEY AWARDS FOR SPCA CAMPAIGN VIDEO

It’s a tail as old as time: a great idea deserved a good home and after a few laughs, an award-winning match was made.

What started as an idea for a comedy sketch (“How about we show people speed dating, but with cats?”) became an online hit (10,000 views on launch day) and won two Davey Awards, in part because funny got paired with the right client and cause.

Let me back up and re-introduce you to some funny ladies I’ve had the pleasure of working with. Diana Frances (The Hour, The Debaters) and Jennifer Goodhue (Baroness Von Sketch Show, This Hour has 22 Minutes, Comedy Inc.) of F & Good Comedy have been strategic comedy partners of Double Barrel for almost three years. While collaborating on original comedy content, we’ve lightened up some pretty heavy issues and had a great time doing it. But none have brought home so many awards.

L-R: Zakk DiSabatino, Clayton Burns, Diana Frances (F & Good), Roz Mugford, Natalia Hanson (HBSPCA), Jennifer Goodhue (F & Good)

When we approached the Hamilton Burlington SPCA with the idea, not only were they excited about our vision, but it was a perfect fit to promote their Meet Your Match pet program. Starring animals Spike, Knuckles, Magoo, Sephora and Odin, in SPCA: Cat Speed Dating we had some laughs at the very real awkwardness of speed dating, while educating on HBSPCA’s valuable pet matchmaking process.

We are so proud of this piece and are excited that the Davey Awards have recognized Double Barrel and SPCA: Cat Speed Dating with a gold award in the category of Online Film/Video and a silver in Online Film/Video – Comedy. It’s a privilege to be able to celebrate this award with the team at the HBSCPA and to use our funny business to support the great work they do in our community.

 

ANNOUNCING OUR SECOND ACT

We’ve refreshed our brand!

A MESSAGE FROM OUR CREATIVE DIRECTOR:

From my early days working for CBC Radio in Kelowna, BC to the very first day of Double Barrel Studio’s existence and now in our 6th year of business, my work has always been in service of the story.

To use whatever medium was available to convey something honest and interesting, and do it in an unexpected way. I saw too many good stories not get their chance with their audiences because they couldn’t capture their attention for long enough. I believed video production needed a renegade, and I would be that shooter.

And that’s what my team did. For years Double Barrel has become known for creating big narratives out of our clients’ needs and doing so in unexpected ways.

This became our brand. A bit rebellious, and a bit of shooting from the hip to get the best creative out of any project. Our creative spirit was embodied in our logo; red, rugged and with cross-hairs focused on the prize. Our identity served us well; we worked with great clients, attracted a passionate crew, and we made great video.

But every story needs it’s second act, and this is ours.

Introducing our shiny new Double Barrel brand and >website! We’ve cleaned up around the edges, replaced the renegade’s crosshairs with the artist’s viewfinder, but our essence is still there in distinctive typography and a bold colour palette. Our website has been updated to include all 250 videos from the past 6 years sorted by industry and style for easier browsing. The biggest change though is our tagline, which speaks to the work we’ve done since day one and how we are taking our clients into the future.

Expand Your Story represents our strategy in two ways; first, how we’ve always considered every element of video production such as sound, lighting, script, editing, and colour as an opportunity to add more richness to the narrative. That’s nothing new to us and that’s not changing. But remember that noisy, messy content generating world out there? The second part of Expand Your Story is what cuts through that nonsense and gets our clients heard.

Brands are not only a reflection of their companies but of their clients too. So in sharing this exciting news with you, I also have you to thank. Every narrative we’ve told together has helped shape Double Barrel into what you see today. When I look at that logo, I don’t just see the business that I’ve built – I see my crew, my partner and you. It’s been a great story so far, and I can’t wait for us to write what’s next!

PROJECT LAUNCH: RSK Automotive & Collision

Clients come to us for all sorts of different reasons when they’re considering adding video to their online presence. In the case of Sim Kalsi, owner of RSK Automotive it was a brand rethink and refresh that set the wheels in motion. And as it turns out – he had quite the story to tell.

RSK has called Hamilton home for 6 years. Their new tagline “Built By Hamilton” speaks volumes of their dedication to the people of #HamOnt. With a long family history in local automotive repair, Sim has built a reliable and trusted brand featuring a team of skilled technicians with a passion for the steel city.

With a strong narrative lead by the team at RSK paired with glowing customer testimonials from some seriously happy folks in the neighbourhood, Double Barrel Studios put together one of our signature business profile documentaries, highlighting their many unique offerings. RSK truly stands out as a friendly neighbourhood auto body shop providing fair and accurate estimates and excellent customer service.

Thanks for letting us expand your story Sim!

PROJECT LAUNCH: INVIS & Mortgage Intelligence

When you’re a national brokerage with teams in hundreds of Canadian cities, how do you even begin to capture the spirit of the hard working brokers representing your brand? In the case of INVIS/Mortgage Intelligence, the answer was simple. You go to them. With a camera crew in tow.

Over the summer of 2016, the Double Barrel team was thrilled to film across Canada, documenting the passion and the people behind the INVIS/Mortgage Intelligence brand. In one of our most ambitious documentary projects to-date, we filmed in six provinces and seven cities, capturing the camaraderie that makes INVIS/MI truly unique. From wineries in Kelowna, to line dancing at the Calgary Stampede, from charity golf tournaments in Niagara to boat cruises off the Halifax harbour. Through it all, what stood out the most was an overwhelming sense of community and caring. Brokers that truly care for their clients, and each other, working exceedingly hard to ensure their happiness.

Double Barrel is thrilled to have had the opportunity to work with Invis/Mortgage Intelligence, documenting this beautiful country and their world class teams from coast to coast to coast.

This completed piece screened at the INVIS/MI annual gathering, to rave reviews. And it’s easy to see why! Invis Mortgage Intelligence has successfully built the only true full service brokerage in Canada, attracting top brokers that are continually diversifying and developing their craft to deliver the best support possible. That’s something to cheer about.