Product videos. Brand videos. Animations. Social media videos. These consumed our feeds in 2020 and it wasn’t uncommon for these to be filmed or watched in our comfy pants. While the landscapes of how video was produced (and consumed) changed slightly, 85% of businesses used it as a marketing tool and this year is following in stride. Having spent the last 15-plus years helping brands grow by producing videos that impress, astonish and outperform, Torrey Tayenaka, CEO of national video agency Sparkhouse, shares tips on video creation and how to do it right in The 19: Entrepreneur Edition.
Rochelle Reiter: [00:00:05] This is The 19. In 19 minutes or less, game-changing insights from Orange Label, the leading response marketing agency for established brands that are driven by a fearless entrepreneurial mindset.
Rochelle Reiter: [00:00:23] Hello and welcome to The 19 Entrepreneur Edition. I’m Rochelle Reiter, President of Orange Label. For the first episode of The 19 in 2021, we’re focusing on video. Why? Well, 85 percent of businesses used video as a marketing tool in 2020 and the results are in: research shows that people watch an average of 16 hours of online video per week, and 84 percent of people say they’ve been convinced to buy a product or service by watching a brand’s video. So, how has video production been transformed over the past 10 months and what’s in store for 2021? Here today with me is Torrey Tayenaka, CEO and Founder of Sparkhouse. I’ve had the pleasure of working with Torrey over the past decade on various brand projects, and he comes with a wealth of expertise and insight on video. Torrey, welcome to The 19. We’re so excited to have you.
Torrey Tayenaka: [00:01:15] Thanks for having me out.
Rochelle Reiter: [00:01:21] So, tell our listeners about Sparkhouse and what you provide for clients.
Torrey Tayenaka: [00:01:25] Yeah, so Sparkhouse is a video production company. We like to lean towards having a little bit more of a marketing side. We’re definitely not a marketing agency. That’s why we work with companies like yours. But we want to create video content that accomplishes our clients’ goals. So anything from TV commercials, YouTube videos, Amazon videos and animations, we like to help our clients basically just get things done using video.
Rochelle Reiter: [00:01:51] As a video marketing company, how have you had to adjust your business model over the past 10 months, especially internally with your team?
Torrey Tayenaka: [00:01:57] With social distancing, with everything, we moved out of our offices. Really no one has been doing like day-to-day office work in our office since early March after kind of an initial lockdown. We definitely went right back into production. I think L.A. has considered filmmaking an essential worker, which I’m not really sure how or why. But, you know, we’re taking the precautions to do everything right on the film side. And then on the post-production and editing side, we’ve invested heavily into what’s called a proxy workflow, but basically taking some of our massive large video files and making them much more digestible so that our editors can work remotely. We can edit files with clients without having to have them come into our office and work in what used to be like the traditional way of doing the post-production.
Rochelle Reiter: [00:02:43] Sure. Do you think that you were headed there anyways and this just sped up the process?
Torrey Tayenaka: [00:02:48] It probably should have been on my radar as something that we could have invested if we were really pushing to lead in that technology. It was a very expensive investment for us to make. I’m glad that we have it now and it allows us to spread out our network of who we can work with moving forward.