At Coal Creative, we approach video production with intention from start to finish. Here’s a look at what that process really involves.

It Starts with Strategy (Not a Camera)

Before any filming happens, we take a step back and ask questions. What are you trying to say? Who are you trying to reach? What should this video do for your business? Who will be watching it? 

That’s where pre-production comes in. We kick things off with a strategy session to align on goals, messaging, and direction. From there, we build a visual outline and production plan so you can actually see how your video will come to life, all before we ever step on set. You’re not left guessing what the final product will look like. You’re part of shaping it from the beginning, with clear direction and room for feedback.

We also handle the logistics that can quietly and quickly derail a project if they’re not managed well. From timelines to locations, scheduling, and coordination, we’ve got it all covered. Whether your shoot is simple or involves multiple moving parts, having a structured plan keeps everything running smoothly and efficiently. This means no chaos, no scrambling, and no wasted time. Just a clear plan. Click here to learn more about the video team! 

Production Day: Where It All Comes to Life

This is the part everyone pictures, but by the time we get here, the heavy lifting has already been done.

On shoot day, our team captures your content using professional 4K equipment, with the right crew and tools in place to get high-quality results. Depending on your project, that can include everything from studio or on-location filming to aerial footage captured by our certified drone specialist. You get polished, professional visuals that reflect your brand and a team that knows how to get what’s needed without dragging out the process.

The Real Magic Happens In Post-Production

Filming is just the beginning. Editing is where your story truly takes shape.

We refine your footage, enhance audio, incorporate visuals when needed, and pair everything with music that fits your brand and tone. Every cut, transition, and detail is intentional—designed to keep viewers engaged and reinforce your message. This is where your video goes from “good footage” to a compelling, finished product that people actually want to watch and remember.

A Finished Product That Works for You

At the end of the process, you receive a high-quality, ready-to-use video file that’s optimized for real-world use, whether that’s your website, social media, ads, or presentations. You’re not just getting a video. You’re getting a versatile marketing tool you can continue to use and build on.

Now Let’s Bring Your Vision to Life

A strong video doesn’t just look good; it performs. It tells the right story, reaches the right people, and supports your bigger business goals. That only happens with a process that’s built on strategy, collaboration, and execution.

If you’re thinking about investing in video, the question isn’t just “what do we want to film?” It’s “what do we want this to achieve?”

Want to see how we bring video projects to life? Explore our video services to learn more!

The post Before You Click Play: The Video Production Process first appeared on Coal Creative.

In 2026, video isn’t just something nice to have on your website. It’s often the first impression, the trust-builder, and the deciding factor between someone clicking away or taking action. But there’s a part many brands miss: Not all video content works, and more video does not equal better video.

The websites that are winning right now aren’t overloaded with flashy clips or noise. They’re using intentional, story-driven video that captures attention quickly, communicates clearly, and guides the user toward the next step.That’s where strategy comes in.

Content is King, but Strategy is the Crown

Attention spans are shorter than ever. Visitors decide within seconds whether they trust your brand, understand your value, and want to keep exploring.

Strategic video content helps you do three things exceptionally well:

1. Capture attention immediately
2. Tell your story in a memorable way
3. Compel action without feeling pushy

When video is treated as a strategy, not just filler content, it becomes one of the most powerful tools on your website.

What “Strategic Video” Actually Means

A strong video strategy isn’t about trends or viral moments. It’s about alignment.

At Coal Creative, we look at video through the lens of:

• Your brand story
• Your audience’s behavior
• Your business goals

That means asking the right questions before the cameras ever roll:

• What does someone need to feel when they land on your site?
• What barriers do we need to overcome?
• Where does video support the customer journey, and where might it distract?

The result? Video that feels purposeful, not performative.

Where Video Makes the Biggest Impact on a Website

We see the most success when video is used intentionally, such as:

homepage storytelling

A short, compelling video can immediately communicate who you are, what you do, and why it matters faster than any block of text ever could.

service or product explanation

Video helps simplify complex offerings and builds confidence by showing the products, people, process, or results behind your work.

trust-building content

Behind-the-scenes footage, testimonials, and founder stories humanize your business and establish credibility quickly.

calls to action

When paired with clear messaging, video can gently guide viewers toward contacting you, booking a call, or taking the next step without feeling salesy.

Why DIY Video Isn’t Enough Anymore

Smartphones and editing apps have certainly made video more accessible, but accessibility doesn’t equal effectiveness.

Poorly planned video can:

• Confuse visitors
• Dilute your brand
• Slow down your site
• Make your business feel less professional

Strategic video requires:

• Thoughtful scripting
• Intentional visuals
• Clear messaging

That’s why video works best when it’s integrated into your overall marketing and website strategy and not treated as just a one-off deliverable.

Coal Creative’s Approach to Video

Our video department isn’t siloed. They’re fully integrated into our in-house team of strategists, graphic designers, website developers, and copywriters.  This allows every video we produce to support a larger goal, not just a moment on screen.Whether we’re creating brand films, website videos, social content, or campaign assets, our focus is always the same. Tell your story. Create an emotional connection. Drive meaningful action.

Learn more.

Looking Ahead

As we move deeper into 2026, video will continue to shape how brands are experienced online. But the brands that stand out won’t be the loudest; they’ll be the most intentional.

If your website doesn’t currently have a video strategy, now is the time to ask: What story are you telling? Are you telling it clearly? And are you telling it in a way that connects?

At Coal Creative, we believe video works best when it’s thoughtful, collaborative, and rooted in purpose, and that’s exactly how we approach every project.

Reach out today to tell your story.

The post Why Every Website Needs a Video Strategy first appeared on Coal Creative.

At Coal Creative, we define marketing as something more thoughtful, more strategic.
Marketing is how you share what you do in a way that actually connects with the people you’re trying to reach.

It’s storytelling with purpose. It’s message, timing, audience, and medium all working together, not just to “get attention,” but to build trust and create results.

What Does Marketing Entail?

There are a lot of buzzwords people might sell to you about marketing, but we like to keep it simple: Marketing is the plan.

It’s the framework behind what you say, how you say it, and where it shows up.

That includes:

• Clarifying your goals
• Understanding your audience
• Deciding what platforms and formats make sense
• Crafting a message that’s worth someone’s time
• Executing consistently and adjusting based on results

In other words, if you’re doing “stuff” online without a plan behind it, you’re not marketing. You’re just posting.

Why Marketing Matters (Even If You’re Small, Busy, or Skeptical)

We’ve worked with clients of every size, from one-person teams to national companies, and here’s the thing we hear the most:

“We know we should be doing something with marketing, but we’re not sure what, or where to start.”

That’s a very normal place to be. But here’s why it matters: If you don’t tell your story, someone else will… or no one will.

Marketing gives structure to your communication. It helps people understand:

• Who you are
• What you offer
• Why it matters

And ideally, it does that before they need you, so that when the time comes, they already trust you.

Collaborate with Coal Creative to Optimize Your Marketing Efforts

Marketing is essential for getting your company’s name out there and connecting with potential clients. It’s also a complex process, however, and many organizations dedicate entire departments to their marketing efforts. 

Whether you have an entire marketing division or you’re the sole member of an organization, Coal Creative can optimize your campaigns and put you on the path to greater returns. We’re an all-bases-covered creative collaborator that can help you set marketing goals, conduct research, construct assets, steer your campaigns, and much more.
Consult Coal for a proposal—we’ll simplify and optimize your marketing efforts right before your very eyes.

The post What is Marketing and Why is it Important? first appeared on Coal Creative.

At the heart of this department are Will McHale and Alex Manganella, the creative minds behind Coal’s video production. Together, they bring technical expertise, artistic direction, and a passion for visual storytelling to every project.

If you haven’t had the chance to work with Will and Alex yet—or if you’re curious about what goes on behind the camera—now’s your chance to learn more. We sat down with them to discuss their creative process, favorite projects, and what makes Coal Creative’s video production stand out.

What Does the Video Team Do?

What exactly does Will and Alex’s day-to-day look like?

Their workdays shift depending on the project—some are fast-paced and on-location, while others are focused, collaborative editing sessions back at the office.

As Alex puts it:

“Our days are split between ‘shoot days’ and ‘edit days.’ When we’re filming, it’s a very physically active day. We’re usually up early to pack up, on the road, and on location for anywhere from 2–8 hours. Editing days are less physically active, but they still keep us plenty busy.”

Will adds:

“A typical day can consist of brainstorming creative concepts, coordinating logistics of shoots and projects, outlining, scripting, storyboarding, packing and setting up gear either for studio shoots or travel, and plenty of time backing up and storing footage and editing, editing, editing.”

But before they ever hit record, they work closely with clients to understand:

• The message they want to communicate
• Their brand identity and aesthetic
• The tone—whether it’s serious, playful, or something in between
• The platform the video will live on (social media, TV, website, etc.)

This pre-production phase is just as important as filming itself, ensuring the final product is beautiful and effective.

Once the planning is in place, Will and Alex dive into filming, directing, editing, and post-production, weaving together visuals, motion graphics, and sound design to create a seamless final piece.

The Will and Alex Touch: What Sets Their Work Apart

Coal Creative’s video team isn’t just about recording footage—they craft experiences. Whether it’s a cinematic brand story, an animated explainer video, or short-form content for social media, Will and Alex bring a polished, people-first style to every piece.

What sets them apart?

“We’re an incredibly scrappy team, and we’re able to push the limits of what’s possible with just about any budget. Whether it’s a 30-second commercial or a season of television—we can make it happen,” Alex notes.

“We’re approachable and accommodating throughout the video-making process. Clients are excited to create videos, but not always excited to be on camera. We strive to make shoots as comfortable, stress-free, and easy as possible,” Will adds.

One of their biggest strengths? Their chemistry.

According to Alex, “We’re a dynamic duo. Years of working together have allowed us to develop a shorthand for communicating on set. It really allows us to work quickly and efficiently.”

“Our combined experience has really strengthened our abilities to operate as a team and have fun while doing it,” Will says.

We asked the team what they’ve enjoyed working on most recently.

“I’ve been loving the PHRA assets we’ve been putting together. The new look and feel has been super fun to work on,” Alex says.

“We recently filmed with Pine Creek Structures and had a lot of fun interviewing them and learning more about what they do. We shared a lot of laughs with the team at PCS and had a really great day of filming,” Will says.

Partner with Coal’s Video Team: Let’s Bring Your Vision to Life

When asked about their dream video projects, Will and Alex had some interesting ideas:

“My dream project is season 3 of The Masked Wrestler ” Alex says.

“I’d love to work on anything involving music—whether creating a music video, writing a jingle, or capturing a live performance,” Will says.

Whether you need a brand-defining commercial, engaging social content, or high-quality event coverage, Coal Creative’s video team is ready to make it happen. Their ability to turn ideas into compelling, visually stunning content sets them apart—and they’re always looking for new challenges to tackle.

Ready to roll with Coal?

Request a proposal to see what Alex, Will, and the rest of the talented crew at Coal can do for you.

The post Meet Coal’s Video Team first appeared on Coal Creative.

Appearing in a video testimonial or marketing interview doesn’t have to be scary. Instead of white-knuckling it through your first appearance, lean on advice from the pros to showcase your best self on screen. 

That’s the point of this guide: offering expert tips that will prepare you for any video shoot. We sat down with Coal Creative’s video experts—Production Manager Alex Manganella and Post-Production Manager William (Will) McHale—to answer some of our collaborators’ most common queries about starring in video content. 

What Should You Know Before Showing Up on Shoot Day?

In the days leading up to your video shoot, your marketing team or video director might have you outline a script, memorize a few lines, or review a shot list. As you prepare for your on-screen appearance, remember two key facts about shooting video:

Nothing is Live

Your video shoot isn’t a news station interview or an SNL opening monologue—it’s not live, which takes a lot of pressure off.

“You’ll get a chance to redo things, pause, think about what you’d like to say, and even tell us not to use something if you don’t like it,” says Alex. “The magic of editing smooths out most slip-ups and awkward stumbles. Even if you don’t feel like you were at 100% during your interview, we have the tools to make it look like you were.” 

Communication is key here. Don’t be afraid to tell your director that you want to redo a line, change your facial expression, or pause to rethink a response to an interview question. Directors are your collaborators—your creative allies. They want you to feel and do your best instead of stressing about getting it right the first time.

Authenticity is the Best Policy

Remember that, unless your marketing video is taking an avant-garde approach, you’re not playing a character; you’re showing up as yourself. This should ease your mind when you arrive on shooting day. 

Will’s most common advice to first-time video interviewees is, “Don’t stress and just be yourself.”

What does that mean, practically speaking?

• Speak in your own voice – There’s no need to change your accent or any unique vocal quirks—you were asked to be on camera for a reason. Your voice is the one the director wants to hear. 

• Dress in your normal attire – While we’ll touch on some wardrobe specifics in the next section, wear something that feels authentic and comfortable for you.

• Answer questions candidly – Your interviewer might ask some impromptu questions during your shoot—answer as you would if you were talking with a colleague over lunch. Will says, “Instead of pressuring you to give a “perfect” performance, we would rather sit down with you and have a real conversation. The production team can take it from there.”

What Should You Wear for a Video Testimonial?

Let’s return to the wardrobe conversation. There are only a few guidelines to know when it comes to picking your video outfit:

• Keep the set in mind – “If we’re filming in bright, direct sunlight, try not to wear pure white or something like a reflective neon construction vest,” says Alex. Just about any other color will do for a sunny outdoor shoot, but whites and neons might wash you out or distract the viewer. 

• Keep it simple – Speaking of visual distractions, Alex and the video production team try to avoid over-the-top patterns during shoots. If you’re set on wearing a print, go for something more subtle or muted.

• Don’t upstage the green screen – If your director uses a green screen for your shoot, green is off the table for your interview outfit. Contrasting with the green screen makes it easier for post-production to refine your video backdrop. 

• Dress as your best self – “Your style is your style,” says Alex. Don’t worry about buying something new for your shoot; just pick items from your current wardrobe that make you feel comfortable in your own skin. 

What Should You Expect on Shooting Day?

Every shooting day looks different—that’s one of the best parts of the job for the video team. 

“Every shoot day varies. Some days we’re doing interviews in an air-conditioned office and some days we’re filming on a raft in 95-degree heat. What you can expect from us is flexibility and support. We’re here to make sure you look good, and we do our best to make the process enjoyable.”

The best way to set expectations before shooting day? Communicating with your director. They’ll tell you about the timeline for the shoot and what to expect on set throughout your recording session.

Where Should You Look While Speaking?

Like the moment-to-moment expectations during filming, this question depends on multiple factors. Here are a few hypothetical video styles and what directors might recommend:

• Virtual awards videos – “Sometimes you may want to look directly at the camera, perhaps if you’re reading a speech from our teleprompter for a virtual award video.” 

• Documentary shoots –  “If it’s more of a documentary-style video, we’ll have you ignore the camera and look directly at the interviewer.”

• TV commercials or promotional videos – This can go either way—each brand (and each commercial) is different, and this will determine the shooting style (and your instructions).

“The question we get more often than “Where do I look?” is “What do I do with my hands?”” says Alex. Again, ask the director. They’ll make sure you’re positioned comfortably and naturally during your shoot. 

Coal Creative: Building Compelling Video for Our Collaborators

The last note above bears repeating: any time you have a question about how to prepare for your video interview or what to do on shooting day, your director and production team will offer all of the answers you need. 

And when you’re looking for an expert video team to collaborate with—whether you’re trying to make the next viral Reel or a hard-hitting documentary feature—turn to Coal Creative. We work with collaborators from Northeast Pennsylvania and beyond.

When you need a creative agency that can help you tell stories that matter to you and your audience, reach out to the crew at Coal Creative.

The post Lights, Camera, Answers: Video Tips for Marketing Interviews first appeared on Coal Creative.

Unfortunately, many companies are producing videos with similarly subpar audio quality, negatively affecting their reputations. A recent survey even found one in four people are less likely to trust a brand if the audio in their ads is simply low volume—let alone tinny, riddled with static, or hard to make out [1].

Audio production is half the battle of crafting superb movies, clips, and ads. Here, we’ll lay down some tips from Northeast Pennsylvania’s (NEPA’s) premier production authorities for capturing and mastering crisp, clear audio for your video productions.

The Importance of Clear Audio

People crave superlative sound across all aspects of life. When quizzed about purchasing headphones and speakers, the number one concern among consumers is high audio quality [2]. Likewise, the amount of Autonomous Sensory Meridian Response (ASMR) videos on YouTube—essentially, extremely high-quality audio clips of different activities—quintupled from 2016 to 2022 [3].

When it comes to the videos you post to social media, circulate as advertisements, or otherwise share with your fans and followers, clean, intelligible audio is essential as:

• It lets your viewers hear your message loud and clear with no miscommunication.
• It instills a sense of trust in your audience.
• It adds to the overall experience of your video, boosting your viewers’ perception without changing the plot, effects, or visual qualities of your clip.

If audio production is so crucial for your videos, then the question remains: How can you capture the purest, fullest sound possible on your next shoot?

Tried and True Tips for Enhancing Audio Quality During Recording

As our Post-Production Manager William McHale notes, audio quality is more often about what you don’t hear rather than what you do:

“Clear dialogue, powerful music, and realistic sound effects can greatly enhance the impact and quality of your video. Ironically, great audio is usually the audio that goes unnoticed. When audio is done correctly, the viewer is able to become fully immersed in what they are viewing, and they’re free from distractions.”

Will’s sentiment leads us to our first tip: eliminate all forms of background noise and audio interference. With the sensitivity of modern, high-quality microphones, even the slightest hum could make its way into your tracking. So, be sure to:

• Power down all computers
• Switch cell phones to Silent mode
• Work in a soundproof space when possible

Microphone placement and proximity are also top concerns when recording. The further your mic is from the source of (desired) sound, the more likely it is to pick up unwanted noises. 

Ideal microphone placement generally lands between a few centimeters and half a meter (about 20 inches) away from the speaker. This results in a tight sound with less external leakage making its way onto the recording [4]. 

Equipment quality is another issue to keep in mind during video and audio production. However, gear only goes so far without the head for using it, as Will says about high-end equipment: 

“There’s no denying that professional-grade equipment can bring the most professional results, especially in terms of durability, reliability, consistency, and fidelity. With that being said, the end user’s professional background, experience, and skills can go just as far in getting a high-quality result.”

While expensive equipment will undoubtedly capture better audio, without professional operation, it won’t be utilized to its full potential. So, if you’re going to spend the money investing in a magnificent mic, you should likewise spend the time to learn to use it. 

That doesn’t just apply to recording equipment, either, and extends to the software and machines you use to mix and master your audio as well.

How to Improve Audio in Post-Production

Capturing audio is only the start of delivering superlative sound. After your shoot is done, you’ll need to spend time in the studio working out the kinks and sonic inconsistencies in your tracks. To optimize the final sound of your recordings [5]:

• Filter out background noise – Many editing programs contain pre-installed plugins, which can identify and remove unwanted ambient noise from your recordings. Put this feature to the test next time you’re mastering a video for optimal clarity.

• Cover up unwanted sounds – If your editing software can’t pick out the noise you’re trying to eliminate, cover it up instead. Light background music, sound effects, or any other ambient noise can make quick work of masking stubborn sounds.

• Limit your volume range – Audio that seesaws between screams and whispers is an off-putting, ear-irritating experience. Use compression, limiting, and normalization software to keep volume levels within a reasonable, comfortable range. 

Anyone looking to refine their mixes will discover countless software platforms, tools, and techniques for mastering incredible audio. There are so many, in fact, that audio specialists commit years of schooling and their entire careers to studying the field. Unfortunately, that knowledge can prove as challenging an entry barrier to newcomers or businesses looking to up their content game as equipment costs—if not more.

So, if you want someone who’s already put in the work behind the mic and mixing board to master your marketing ads and social media videos, collaborate with Coal Creative on your next project. 

Achieve Optimal Audio by Shooting and Mastering with Coal Creative

Sometimes, it’s simpler to call in professionals with years of experience to achieve the best audio and video production results.

As both a creative agency and marketing agency, Coal Creative can handle all your video needs from ideation to shooting and, of course, mixing the cleanest, purest audio you’ve ever laid ears on. From Spielberg-status direction behind the camera to Michael Bay-esque quality cuts in post-production, we’re here to elevate your video and audio quality to silver screen levels.

Request a proposal from Coal to hear the difference professional audio capture and mastering make. 

Sources: 

[1] “Poor quality audio ads can make brands seem untrustworthy to podcast listeners, report says.” British Podcast Awards. February 20, 2024. [Online] Available: https://britishpodcastawards.uk/. Accessed June 27, 2024. 

[2] “The State of Sound  Report 2021.” Qualcomm. [Online] Available: https://www.qualcomm.com/. Accessed June 27, 2024.

[3] “How many ASMR channels, ASMRtists, and ASMR videos are on YouTube?.” ASMR University. April 26, 2022. [Online] Available: https://asmruniversity.com/. Accessed June 27, 2024.

[4] “Microphone Placement.” Simon Fraser University. [Online] Available: https://www.sfu.ca/. Accessed June 27, 2024.

[5] “What I learned from trying to fix my audio in post.” Videomaker. [Online] Available: https://www.videomaker.com/. Accessed June 27, 2024.

The post Why Audio Is 50% Of Your Video Quality first appeared on Coal Creative.

And, when your business really hits, your fans will be ever-hungry for more posts, pictures and creative productions. Luckily, there’s a creative agency in Northeast Pennsylvania that can help you deliver the awe-inspiring, engaging content your customers, clients and connections crave.

Coal elevates the essential elements that fuel your brand—from social media strategy to video production and graphic design, we’re your companion in creativity. And, when you become a retainer client with Coal, you’ll unlock some of the best benefits in the business—including unfettered access to all our services, consistent communication and collaboration and the confidence of knowing NEPA’s most capable creatives have your back.

#1: Keep the Keys to Coal’s Creative Closet

When you become a retainer client with Coal, you’re instantly invited into the family. As a close collaborative partner, you’ll gain access to every service we specialize in. And when we say every service, we really mean it. With Coal powering your creative engine, you can unlock:

• Catered social media content creation complete with graphic and video design, seamlessly implanted ads and other engaging elements that keep users on your page

• Website design and content, including powerfully penned blog posts that drive more traffic to your page

• Bold branding services, including impeccable logo design and messaging guidelines that distinguish your business from its competitors

• Bespoke ad design for whatever your business needs—from digital platforms to billboards and traditional print mediums like magazines and newspapers

• Email marketing campaigns that drive new subscriptions and effortlessly integrate new users into your website

• Videos and commercials coordinated into energetic over-the-top (OTT) and social media campaigns

Providing consistent, on-brand content across these different styles and mediums is critical, as customers no longer encounter companies at just one touchpoint—on average, it’s across six [1].

Furthermore, they expect a consistent experience on all of them. That means the same playful humor in your Instagram and TikTok ads, a recognizable color palette on your web and print ads, and a signature voice in all written correspondences. As a retainer client, Coal works to implement all of these creative forms and more to suit your personal desires and business’s direction.

But how do we ensure our content flows seamlessly into your branding and marketing strategy?

Let’s talk about it.

#2: Strategically Steer Your Ship with Consistent Communications

Retainer partners are invited to meet with Coal on a monthly basis—at a minimum—to review our relationship and collaborate on effective marketing strategies. While you’ll stay firmly at the helm, we’ll be your loyal co-captain ready to suggest a route or take the wheel when you need it.

Put simply, with Coal on retainer, we become an extension of your business, working carefully with existing marketing teams. Collaborating with external creatives has meant big boons for businesses as of late, with the market for such partnerships expanding by nearly 30% in 2021 alone [2].

More marketing masterminds means more resources to determine and accomplish creative and advertising goals. Whether it’s crafting a theme for your next social media campaign or reimagining your entire aesthetic, our creative team helps you achieve it faster and exceed your highest expectations. 

What’s more, as a retainer client, you don’t have to draft up additional contracts, proposals and offers for every piece of work. Your monthly budget can be put toward whatever services are most relevant at the moment (we’ll iron out the specifics over our monthly catch-up). 

#3: Rest Easy with Coal’s Capable Crew of Creatives On Every Job

While we’re not fans of tooting our own horn, we’ll gladly point out when others do it for us. Perhaps the most blatant benefit of becoming a retainer client with Coal is teaming up with an award-winning agency that has the skills and know-how to deliver poignant video, visual and written content. Don’t just take our word for it, however, take:

• The American Business Awards’ – In 2022, Coal took home two medals for outstanding videos, including first place for their epic Hocsocx spot that taught us all It’s what’s underneath that counts. 

• The American Advertising Foundation’s (AAF) – The AAF’s American Advertising Awards recognized Coal’s 2022 work on The Bench Project as the winner of the Brand Campaign category. We’d love for you to sit with us and see how we can craft an equally evocative campaign to suit your brand’s image.

• Times Leader Media Group’s – We were honored when, in both 2021 and 2022, Times Leader Media Group’s Best of the Best recognized us as its top Video Production and Ad Agency. We were also particularly proud when they named us one of the best places to work in NEPA not once, but five times running.

With Coal on retainer, you’ll never have to worry: Will my marketing agency be up to this task?

Our highly skilled, knowledgeable and imaginative creators specialize in a diverse range of skills. From corralling clients to fine-tuning special effects and writing emotionally evocative stories, we’ll combine our creative capacities to deliver salient, sizzling content that meets the evolving needs of your brand.

Reap the Rewards of Keeping Coal on Retainer

Whether you’ve worked closely with us in the past or it’s your first time experiencing our services (oh boy, are we excited for you!), any brand can benefit from keeping Coal on retainer. 

Having a marketing agency that knows your brand and can help you grow as a company facilitates smooth, satisfying workflows and results. Coal taps into the very pulse of your organization to learn what makes it tick. From messaging to aesthetics to strategy, Coal is the creative agency that understands your brand’s vision and has your back as you steer toward success.

 To see firsthand how joining the ranks of Coal’s retainer clients can keep you on top of your business’ growing creative needs, request a proposal. 

###

Sources: 

[1] “Modern Customers Expect An Omnichannel Experience, And Marketers Need To Rise To The Occasion.” Forbes. November 1, 2021. [Online] Available: https://www.forbes.com/. Accessed September 23, 2023.

[2] “Growth rate of U.S. agency revenue from 2009 to 2022, by discipline.” Statista. April 2023. [Online] Available: https://www.statista.com/. Accessed September 23, 2023.

The post The Bountiful Benefits of Keeping Coal on Retainer first appeared on Coal Creative.

In fact, recent studies into product design reveal that customers are more likely to choose aesthetically pleasing items from brands even if they’re not as functional as their plainer counterparts [1]. Similarly, well-designed websites have been found to boost consumer confidence and inspire more sales [2]. 

Put simply, business aesthetics often outweigh function when it comes to winning consumer trust—and your brand’s creative assets are the primary way in which consumers experience your business. In this edition of Creative Juice, we’ll discuss the importance of crafting memorable, well-designed creative assets to boost your social media presence and, ultimately, your brand’s success.

What Are Creative Assets and Why Are They Important?

Creative assets encompass the content users see in your advertising campaigns, on your website and social media pages, and on your products. There is a wide variety of creative assets a business may choose to represent itself with, including:

• Logos
• Branding elements, such as signatures colors, and fonts
• A website
• Social media pages with well-branded graphics and video content
• Physical mediums, such as business cards or pamphlets

These assets are essential to your success because they speak for your business. Together, they help you tell your brand story and allow consumers to easily identify and connect with your brand.

How can you take advantage of these assets? Check out the following tips: 

Spice Up Your Social Media

Memorable creative assets are particularly important for bolstering your social media presence. 90% of users follow brands on social media and nearly 80% interact with businesses via their messaging services [3] [4]. 

In essence, social media is the primary way in which consumers engage with brands. Using memorable creative assets enhances the user experience and keeps your brand at the top of consumers’ minds—even after they’ve left your page. 

To keep your followers engaged and excited, utilize:

• An identifiable tone in your posts and client interactions
• An easy-to-remember handle across your different accounts
• Consistent aesthetics, such as a quickly recognizable logo for your profile picture

And we’re not just talking about photos or graphics, either. These days, video is king, with Reels and TikToks dominating the bulk of shared content. Having well-branded video content ensures you are telling the story of your brand—in the way you want. From scroll-stopping ads to heartwarming employee highlights, make sure that all your video content aligns with your brand’s tone, voice, and look. 

Lean on a Lovable, Laudable Logo

Think of a globally-recognized company, corporation, or brand. More likely than not, you’re already picturing their logo—especially if it’s a particularly memorable one. From the signature swoop to the golden arches and those coffee-curating mermaids, the world’s biggest brands have instantly recognizable logos.

This kind of instant recognition is key in a consumer market where logos are the true face of your business. Case in point: 75% of modern consumers say they identify brands by their logos—so pick something that will stay tattooed in their memories for years to come [5]. 

Stick to Your Signature Shades

Some of the world’s biggest brands aren’t only recognizable by their logos, but also their associated colors. The most famous sports cars and cola cans, for instance, come in brilliant shades of red—and we don’t even need to mention company names for you to recognize them. 

Other brands go all in on company colors by creating and copyrighting their own hues. Some of the most famous examples of this include [6]:

• UPS’s bespoke brown
• Barbie’s patented pink 
• Target’s robust red

These signature shades not only give brands their own unique flair, they also help boost recognizability. Once you have a custom color associated with your business, brand awareness and recognition can increase by as much as 80% [7]. So, to build an association between your company and its colors, consistently choose the same eye-catching shades for your social media pages, website, and other platforms.

Optimize and Stylize Your Site

Websites are essential for conducting business in our modern commercial landscape—though nearly a third of brands are missing this crucial asset [8]. Furthermore, it’s not enough to just have a website; it must be aesthetically pleasing and fully functional, too.

As mentioned, consumers place a higher degree of trust in websites they deem well-designed [2]. Additionally, users are exceptionally quick to form opinions about a website—taking, on average, just 0.05 seconds [8].

Because your website is often your customer’s first impression of your business, their image of your brand may be instantly sullied if something about your site is off. So, when designing your website, follow your brand’s style and aesthetic, but ensure it’s easily navigable and glitch-free as well.  

Make Assets Memorable Across a Myriad of Mediums

While consumers will mostly encounter your brand via digital spaces such as social media and your website, physical mediums are still important for your overall brand experience and story. 

Business cards, for example, are still highly relevant to contemporary commerce. Approximately 27 million are printed every day and, when they’re creative and memorable, they can be incredible assets for your company [9]. Even simply adding color will make consumers hold onto them ten times longer than if they’re black and white—so bust out those signature shades once again [10]!

Business cards aren’t the only physical advertising medium to consider, either. Depending on your targeted demographics, you may also want to think about crafting:

• Pamphlets
• Flyers
• Ads for newspapers and magazines

Such mediums are particularly influential to consumers aged 65 and older, a majority of whom admit to making purchases directly influenced by print advertisements [11]. 

No matter what creative assets you choose to utilize for your business, however, remember to make them your own and tell a consistent brand story that consumers can instantly recognize across any touchpoint.

Crafting Hot Creative Assets For Your Business? Fire Them Up with Coal!

Dreaming up and designing memorable creative assets is key to telling your brand’s story. But not everyone has the visionary, artistic, or technical skills to create logos, websites, social media posts, and other key assets. 

If you need a helping hand with these endeavors, working with a reputable creative agency can facilitate bold and beautiful creative assets. At Coal, we can suggest designs, dream up prototypes, draw out drafts, and revise assets to your liking. 

So, if you’re looking for a creative collaborator, you know just who to call.

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Sources: 

[1] “Effects of Design Aesthetics on the Perceived Value of a Product.” National Library of Medicine. July 29, 2021. https://www.ncbi.nlm.nih.gov/pmc/articles/PMC8359925/. Accessed January 22, 2024. 

[2] “5 Trust-Based Web Design Choices To Increase Your Conversion Rate.” Forbes. June 1, 2023. https://www.forbes.com/sites/forbesagencycouncil/2023/06/01/5-trust-based-web-design-choices-to-increase-your-conversion-rate/?sh=7fd1ea9c715c. Accessed January 22, 2024. 

[3] “How (& Where) Consumers Discover Products on Social Media [New Data].” HubSpot. October 3, 2023. https://blog.hubspot.com/marketing/social-media-product-research. Accessed January 22, 2024.

[4] “Top Social Media Statistics And Trends Of 2024.” Forbes. May 18, 2023. https://www.forbes.com/advisor/business/social-media-statistics/. Accessed January 22, 2024. 

[5] “20+ LOGO STATISTICS YOU NEED TO KNOW [2023]: FACTS + TRENDS IN BRANDING.” Zippia. November 2, 2022. https://www.zippia.com/advice/logo-statistics/. Accessed January 22, 2024. 

[6] “12 Colors So Synonymous With Brands, Their Colors Are Trademarked.” Yahoo! Finance. April 12, 2023. https://finance.yahoo.com/news/12-colors-trademarked-yes-just-221602729.html?guccounter=1. Accessed January 22, 2024. 

[7] “Color Psychology: How To Use it in Marketing and Branding.” HubSpot. July 11, 2023. https://blog.hubspot.com/the-hustle/psychology-of-color. Accessed January 22, 2024. 

[8] “Top Website Statistics For 2023.” Forbes. February 14, 2023. https://www.forbes.com/advisor/business/software/website-statistics/. Accessed January 22, 2024. 

[9] “Business Card Statistics.” CreditDonkey. July 20, 2022. https://www.creditdonkey.com/business-card-statistics.html. Accessed January 22, 2024.

[10] “How to choose the perfect colors for your business card.” Vista Print. https://www.vistaprint.com/hub/business-card-colors. Accessed January 22, 2024.
[11] “Share of consumers who have purchased products after seeing a print ad in the United States as of September 2017, by age group.” Statista. September, 2017. https://www.statista.com/statistics/760080/us-consumers-age-purchasing-products-after-seeing-print-ad/. Accessed January 22, 2024.

The post Why Well-Designed Creative Assets Are Essential to Your Business first appeared on Coal Creative.

Video is also the Internet’s favorite way of connecting, with YouTube being far and away the most popular social media site [2].

Video production is no simple feat, however. For one, stale content can leave users disappointed and dissatisfied. But, with high-quality, thoughtful and captivating videos, your brand can reach a booming base of interested consumers.

(And if you need a co-star to help create silver-screen quality clips and radiant reels, look no further than the creative masterminds behind the cameras at Coal.)

Video’s Value, By The Numbers

Video is the medium users can see and believe. It allows you to show your audience base what your brand is all about and tell them compelling stories that fuel engagement and develop your online presence.

Videos can more dynamically express your brand’s thoughts, vision and aesthetics compared to static text and images. But you might be asking yourself: can catered video production expand your user base and add value to your brand?

It sure can. Let’s take a look at a few reasons why. 

Video Reaches the Internet’s Largest Audience

According to recent studies, nearly 92% of Internet users watch videos when they go online [3]. That’s a higher percentage than pretty much any other activity, including web favorites such as:

• Reading the news (72%) [4]
• Accessing social media (59.9%) [5]
• Purchasing from online shopping sites (33.3%) [6]

Through engaging videos, your brand can connect with the largest segment of the Internet’s population in the space they’re most comfortable with. Which, in turn, leads to a high degree of trust in video as a medium.

Consumers Trust Video More

When it comes to advertising channels, video garners the confidence of the majority of Internet users. In fact, over two-thirds of consumers deem online video ads to be trustworthy [7].

Videos add a personal touch to your brand’s image. They allow you to infuse authenticity and informative value into your messaging. It gives your viewers the sense that they’re making a personal connection to your brand—one that they’re meeting nearly face-to-face. 

Marketing Experts See the ROI

As mentioned, nearly every marketing agency (91%) is already using video content to boost the prowess of their brands. Likewise, the vast majority of this vast majority (87%) say that video provides a positive return on investment [8].

Videos can compel audiences, be shared on social media and generate copious click-thrus, often without putting a single penny behind them. Every dollar you allot for video production pays dividends when you’re reaping the rewards of increased traffic and conversions [9].

Making Lasting Impressions With Video

It’s clear that venerable videos pull in users and can bring a big boon to your brand. They have the power to:

• Entertain
• Educate
• Persuade

But, before they can do any of that, videos need to resonate with their viewers. 

On YouTube alone, over 500 hours of video content is uploaded every single minute [10]. To stand out in this sea of quotidian clips, brands need to offer up content with:

• Aesthetics that align with your brand’s look and feel 
• Compelling stories that resonate with your target audience
• Meaningful messages that evoke emotion and action

Video production, however, is highly-skilled work that requires technical expertise, candid creativity and specialized equipment. Luckily, there’s a certain creative agency in Northeast Pennsylvania that brings all three to the studio.

Catered Video Creation: Where Coal Creative Comes In

Coal Creative’s video team has the camera chops, enlightened editing abilities and industry know-how to bring your production from thought to shot. Whether they’re recording tactful testimonials or making an entire season of high-stakes, high-energy wrestling action, there isn’t a video project outside of their expert scope.

Our range of practical, technical and creative skills is wider than the mighty Appalachians that sprawl across our NEPA home. If you’re looking for stories that speak to your audience, aesthetics that are effortlessly on-brand and content that compels click-thrus, look no further than Coal Creative for:

• Ideation – From brainstorming to storyboarding to drafting superlative scripts, we have all the bases covered when it comes to creating a nifty narrative for your video. We’ll work closely alongside your creative leads to ensure that everything, from the lines to the lighting, matches your vision for your brand.
• Filming – Whether you want us live on location in the Alaskan wilderness or would rather have us simulate it in our professional green screen studio, your viewers will be fully immersed in the setting you choose for your video. And, with an array of cutting-edge cameras, mobile green screens and drone technology at our disposal, we’ll capture everything in stunning quality without missing a shot.
• Finalization – Shooting is only half the journey. From cutting clips and enhancing color in the editing studio to adding in special effects, credits and other striking visual elements in post-production, our team’s technical skills transform your raw video from plain to powerful. 

Videos come in many different styles and serve a plethora of purposes. They can showcase products and services, engage with users and give brands a more robust, reputable image. 

To add professional flair to your brand’s video, you can trust Coal Creative in the director’s chair.

Shoot Something Sensational With Coal Creative

Whether it’s promotional, social or informational, at Coal Creative, we know video. We’ve shook our hips with Elvis and slid alongside skilled snowboarders on our journey to capture captivating clips for our collaborators—and that’s just the beginning.

So, if you’re looking for Spielberg-style directing, Michael Bay-level visual effects or the mass appeal of a Cameron classic, choose Coal for your video production needs.

We work with all kinds of businesses, charities and other organizations to make tailored video content that appeals to their followers and conveys their message. Request a proposal to see what kind of custom clip we can cook up for your brand.

Sources: 

[1] “Video Marketing Trends That You Cannot Ignore In 2023.” Forbes. May 24, 3023. [Online] Available: https://www.forbes.com/. [Accessed July 16, 2023] 

[2] “Social Media Use in 2021.” PEW Research Center. April 7, 2021. [Online] Available: https://www.pewresearch.org/. [Accessed July 16, 2023] 

[3] “Most popular video content type worldwide in 4th quarter 2022, by weekly usage reach.” Statista. May 10, 2023. [Online] Available: https://www.statista.com/. [Accessed July 17, 2023] 

[4] “Consumption of online news rises in popularity.” Eurostat. August 24, 2022. [Online] Available: https://ec.europa.eu/. [Accessed July 17, 2023] 

[5] “Number of internet and social media users worldwide as of April 2023.” Statista. May 22, 2023. [Online] Available: https://www.statista.com/. [Accessed July 17, 2023] 

[6] “Top ecommerce statistics for 2023.” Adobe. May 12, 2023. [Online] Available: https://business.adobe.com/. [Accessed July 17, 2023] 

[7] “Most trusted advertising channels worldwide as of September 2021.” Statista. January 6, 2023. [Online] Available: https://www.statista.com/. [Accessed July 17, 2023] 

[8] “Why Video Plays A Key Role In Today’s Marketing Scene.” Forbes. June 3, 2022. [Online] Available: https://www.forbes.com/. [Accessed July 23, 2023]

[9] “Five Reasons To Incorporate Video Into Your Next Marketing Campaign.” Forbes. March 8, 2017. [Online] Available: https://www.forbes.com/. [Accessed July 23, 2023]

[10] “Hours of video uploaded to YouTube every minute as of February 2022.” Statista. June, 2022. [Online] Available: https://www.statista.com/. [Accessed July 23, 2023]

The post The Virtues of Video first appeared on Coal Creative.

However, with over one million collective hours of online video streamed every single minute, there’s a cavalcade of competition for contemporary content creators [2]. In order to stand out in this boundless sea of video, you’ll need to create clips that are smart, snappy and shareable.

Luckily, the lightning-fast format of Instagram Reels and TikTok gives savvy brands the opportunity to show off their style with quick and compelling content. To get the most out of this pair of platforms, we’re explaining the essentials of editing short clips for TikTok and Instagram Reels that show off your brand and help build your customer base.

The Fundamentals of Instagram Reels and TikTok

Let’s begin with the basics. Instagram Reels and TikTok are both tailor-made for sharing quick, captivating clips. However, their permitted lengths vary:

• Instagram Reels – Reels allow you to record (or upload) videos up to 90 seconds in length [3].
• TikTok – TikTok videos are split into three distinct categories: videos up to 60 seconds in length, clips that are exactly 15 seconds and uploaded videos, which can be as long as three minutes or, for some users, up to 10 minutes [4].

Beyond these different time limitations, both Reels and TikTok provide users with various tools such as filters, backing audio and graphic effects to enhance their videos. To see what each platform offers specifically, let’s break them down separately.

Resources For Revamping Reels

After tapping the record button and capturing a Reel on an Android or Apple device, you’ll be given some options for making quick edits. Prior to going live with your clip, you’ll be able to add in:

• Audio – You can select from Insta’s vast, varied library of available music or select an original track from your device to patch into your clip [5]. Aim to choose tunes that speak to your target demographic and reflect your brand’s intended message.
• Text – You can add text and customize its color, font and size. Then, after creating a text block, you can select when, where and for how long it appears on screen [6]. Take advantage of this tool to add context to your content and remind viewers of your brand’s name and tone.
• Stickers and other flashy features – Beyond the basic emoticons and GIFs, Insta also allows you to tack on a plethora of advanced, interactive add-ins. With the Stickers option, you can add in features such as captions, countdowns, weather information, donation pages, locations, external links, quizzes, questions, mentions and more [6]. Including at least one of these features encourages users to share and engage with your video, potentially spreading it to new audiences. 
• Effects – From imbuing everything with a sepia tone to turning yourself into the sun, there’s a plethora of fun effects at your disposal with Reels. Use them to personalize your content and give your videos an unmistakably on-brand touch.

Alongside these flashy add-ins, Insta also empowers you to perform basic edits on your videos, such as cutting and splicing multiple clips together or trimming off superfluous segments. 

Tools For Tuning Up TikToks

Like Reels, TikTok also allows you to splice and stitch together multiple videos to create one post. Additionally, you can enhance your content by adding:

• Sounds – On top of zany sound effects, you’ll have access to TikTok’s wealth of free-to-use songs, as well as the option to record your own voiceover [7]. To optimize a video’s potential reach, consider adding a trending tune that may draw more viewers onto your page [15].
• Effects – From stickers to emojis and filters for your video, TikTok offers a variety of ways to gussy up your clips [4]. Like with Reels, adding these aesthetic accouterments can give your videos the personal touch that your base expects from your content.
• Covers – Covers, colloquially called thumbnails, allow you to pick a still image to represent your video to users browsing their feeds [4]. Select something interesting and evocative that entices scrollers to click on your clip.

Both TikTok and Instagram Reels offer comparable, yet unique features for users to customize their clips and make them more engaging. Likewise, there are similar strategies you can use to optimize your brand’s reach on both platforms. 

Best Practices for Editing Reels and TikToks

There’s a plethora of different approaches when it comes to posting TikToks and Reels. Your brand’s image, offerings and marketing strategy can all dictate your clips’ content and editing style. Nonetheless, we’ve hashed out some basic guidelines for businesses and individuals alike hoping to use these two video titans as a means of expanding their bases:

Mull Over The Metrics 

Whether it’s Creator Tools on TikTok or Insights on Instagram, valuable demographic details await users of either app. These essential analytics tell you where your videos are popular and provide key gender and age information that can help you shape how you write and edit your content [8] [9]. 

Millennial and Gen Z viewers, for instance, crave clips that foster connection and communication with other app users [10]. Older demographics, however, want videos that defy their age stereotypes and help them feel young again [11]. 

So, when choosing what tunes, polls or text to include with your clip, carefully consider who’s most likely to view your content and edit accordingly.

Encourage Interaction 

Shareability is the cornerstone of modern digital marketing. Patching in an Add Yours sticker to your Reels allows users to respond to your prompts and link back to your post [12]. 

Similarly, TikTok’s Duets allow you to put your video side-by-side with other creators and permit your fans to do the same with your clips [13]. Make frequent use of both features to optimize interaction with your videos and extend your reach to new users and audiences.

Tap Into Trends

Keeping a keen eye on the latest trends in your brand’s market allows you to stay on top of what’s hot in your industry. Furthermore, riding the popularity wave of ongoing trends prompts new users to discover your brand and its offerings.

To find the latest trending hashtags and topics on Instagram, use the Explore page to see what other users in your space are turning out. Determine what’s hot, then edit your clips to contain the latest video and textual content lighting up Insta’s algorithm to get in on the fun [14].

Similarly, TikTok’s Trends page allows you to explore the hashtags, songs and creators currently making their rounds on the platform [15]. Get a sense of what’s popular and relevant for your brand, then piggyback off these trends to boost discoverability and engagement. 

Employ External Edits

Instagram and TikTok both have fairly decent editing capabilities built into their interfaces. If you want to take your videos to the next level, however, consider using an external app, like CapCut, to enhance and manage your videos prior to posting them to your accounts.

With the right program, you can enhance color, add in a wider array of special effects and post to multiple sites—all without having to open either Instagram or TikTok [16].

And, if you want to elevate your clips even further, consider consulting Coal’s poignant and proven video editing services.

Envision, Edit and Enhance Your TikToks and Reels by Collaborating With Coal Creative

Coal Creative stays on top of Instagram and TikTok trends to deliver engaging, on-brand videos to our cherished collaborators. From exploring what’s hot to envisioning a narrative and fine-tuning a perfect final product, we specialize in every step of clip and content creation. If you want to build your social media presence and fanbase, our expert editors can craft the clips that fuel your expansion.

Whether you’re a successful brand trying to optimize your online reputation or a small startup using social media as the cornerstone of your marketing strategy, Coal can help you create more salient, shareable content. Request a proposal today to learn more.

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Sources: 

[1] “Most popular social networks worldwide as of January 2023, ranked by number of monthly active users.” Statista. January 2023. [Online] Available: https://www.statista.com/. Accessed September 28, 2023.

[2] “Media usage in an internet minute as of April 2022.” Statista. April 2022. [Online] Available: https://www.statista.com/. Accessed September 28, 2023.

[3] “Record a reel on Instagram.” Instagram.[Online] Available: https://help.instagram.com/. Accessed September 30, 2023. 

[4] “Camera Tools.” TikTok. [Online] Available: https://support.tiktok.com/. Accessed September 30, 2023. 

[5] “Adding Music or Original Audio to Instagram Reels.” Instagram. April 27, 2023.  Available: https://about.instagram.com/. Accessed September 30, 2023. 

[6] “Reels.” Instagram. [Online] Available: https://help.instagram.com/. Accessed September 30, 2023. 

[7] “How To Add Sounds to your TikTok creations.” TikTok. 30 June 2020. [Online] Available: https://newsroom.tiktok.com/. Accessed September 30, 2023. 

[8] “Creator tools on TikTok.” TikTok. [Online] Available: https://support.tiktok.com/. Accessed September 30, 2023. 

[9] “About Instagram Insights.” Instagram. [Online] Available: https://help.instagram.com/. Accessed September 30, 2023. 

[10] “What Gen Z and Millennials Want on Instagram vs. TikTok.” North Carolina State University. September 22, 2022. [Online] Available: https://poole.ncsu.edu/. Accessed October 1, 2023. 

[11] “Older people using TikTok to defy ageist stereotypes, research finds.” The Guardian. May 18, 2022. [Online] Available :https://www.theguardian.com/. Accessed October 1, 2023. 

[12] “Add Yours sticker on Instagram.” Instagram. [Online] Available: https://help.instagram.com/. Accessed September 30, 2023. 

[13] “Duets.” TikTok. [Online] Available: https://support.tiktok.com/. Accessed September 30, 2023. 

[14[ “Instagram Reels: The ultimate guide for businesses.” Adobe. September 12, 2023. [Online] Available: https://www.adobe.com/. Accessed September 30, 2023. 

[15] “Trends.” TikTok. [Online] Available: https://ads.tiktok.com/. Accessed October 1, 2023.[16] “8 Tips and Tricks for Making a Great TikTok Video.” Colorado State University. February 20. 2023.  [Online] Available: https://social.colostate.edu/. Accessed October 1, 2023.

The post Reel Talk: The Ins and Outs of Editing Quick Clips For Instagram and TikTok first appeared on Coal Creative.