The Four Types of Architectural Video You Can Use to Promote Your Firm

by Erin Hatch, Marketing Manager, Weber Thompson

Last Tuesday, Andrew Pogue, a Seattle based architectural photographer and filmmaker, spoke at our October Luncheon on how video can become a useful tool for our marketing strategies. He shared a few of the recent videos he has created for clients, breaking them down into four categories:

• Firm Profile/Culture - videos that showcase what it's like on the inside of a firm. They usually feature interviews and snippets revealing the approach a firm takes in their work, the people that keep the company going, and the internal culture. They give viewers insight into what it might be like to work for the company, or in the case of clients, what to expect when working with them. There are great videos for posting to company websites or using at events, and they commonly are created in conjunction with anniversaries or other milestones.
  
  
• Narrative - these are videos that tell a story about a project, collaboration, or company. They usually have interviews or a voice-over and walk viewers through a journey. These are great tools for using in interviews or showing to potential clients. Additionally, if the story is about a non-profit client, the client can use the videos for fundraising purposes.
  
  
• Visual Poetry - useful for situations when a photograph just isn't enough, visual poetry videos showcase beautiful design and are frequently useful in architectural applications when changing light or movement is at the essence of the project, because these are qualities that are difficult to capture in still photography.
  
  
• Project Videos - a bit of a combination of the above. Project videos usually capture the story and intent of a project mixed with a bit of visual poetry. They usually also have a dash of the people and the firm(s) that made it happen. These are useful in interviews, on websites, social media, or for displaying in the office. The cost can also be easily split among team members because the focus is on the story and the end project, rather than the individual team members.

So I want to create a video for my firm. Now what?

Andrew had some great suggestions for how to navigate the process of creating a video for your firm or project:

• You can never have enough time. Start early. Very, very early.
  
  
• Shorter videos do not equal lower cost. The cost of creating videos varies widely, and depends on many factors. The most common misconception is that a short video is a less expensive video. This is not true, rather the cost usually depends on factors such as whether or not the video will contain interviews (an interview usually requires three crew members0, if a long or short shoot is required and if pans or zooms or other types of complicated shots will be required.
  
  
• Interviews are complicated. Make sure to discuss interview options with your videographer. You'll want to thoroughly map out who will be interviewed, what you'll ask them, who's conducting the interview, whether or not your interviewee is prepared and will speak eloquently, and how many people will be interviewed at once. All of these considerations affect price and finished product.
  
  
• Do you have a good story? Figure out what the angle of your narrative, firm culture, or project video is going to be before you jump in. Having this nailed down before hiring a videographer will likely save you time and money.
  
  
• Once you start producing video content, keep doing it.  Consistency is key, and with the ability to create videos just an arm's length from us at all times, there's no excuse not to. Creating quickie in-house videos is perfect accpetable, and depending on your marketing objectives, they might actually be more appropriate for your platform and audience. 
  
  
• Make it part of your overall marketing strategy. Don't create video just because you think you should do it. Make sure you have a clear idea of why you want it, where you will use it, and how it will work in tandem with your other marketing strategies. 

Thank you, Andrew, for sharing these useful tips and tricks at our October Luncheon! If you would like to learn more about his work or watch some of the videos he's created, take a look at his website: www.andrewpogue.com.