Recently, I produced a video that gained 100,000 organic views in just one week and today has over 1.2 million views with all the different versions. I share this unusual video post to give you a glimpse behind the scenes. The purpose of the video was to highlight a mule training team Ty and Skye Evans- owners of TS Mules; a company that trains mules and their riders to go over extraordinary natural obstacles. I found out about TS Mules through a mutual friend. I contacted Ty with a proposal to film a showcase of his abilities and he agreed. The plan was for me to follow along as he taught a group of riders-an interesting scenario because I couldn’t draft a story line, direct the action, or set up each scene. I simply had to capture the action in a creative way with very limited time to do it. I took this as an opportunity to film in a very difficult situation and produce something creative
Why the video was successful.
To date (2017), the video has more than 400,000 views on Packer Films™ Facebook page and other platforms There have been 17,000 interactions (comments, reactions, and shares). 62,000 people clicked on the post. Its humbling to have that many people watch something I created with amazing people. The fact the video did so well was surprising for a number of reasons. For starters, the video was not intended for a large audience. Upon retrospect, there are a few reasons why it did so well.
- The content was sharable: This is key to reaching people organically. This video had 6,000 shares. Ty Evans shared it on his TS Mules Facebook page, which has 21,000 followers. That really kick started the sharing process.
- The content was concise: The video was a little over 2 minutes long.Having content on the web that is short and concise really performs well.
- The content surprised the audience: The concept of mules jumping off rocks is a surprise to most people. This helped spark people’s interest and prompted them to share with others.
- The production of the video was of high quality: Because of the tools I used and the approach I took, it gave the video good production value. This includes having crisp video and excellent audio. Having quality video made it a stand-out piece.
- All of these pieces are critical for video marketing.
How I filmed it.
Because I could not direct the action, I had to approach the filming in a “run and gun” fashion. We rode an average of 6 miles per day. My father and I followed the group as they went. I would get off my horse at each obstacle, film the action, and get back on my horse. I only had 2 minutes to get the shots I needed before moving on. Ty shared his thoughts about the challenging filming environment “I would have thought getting good film of what we were doing may be hard because it’s not something you can retake; you either catch it, or you don’t.“I had to figure out how to get the best shots with the tools available to me. I chose to use a 4k mirror-less camera, wide-angle lens, and a 3-axis stabilizing gimbal as my main tools. My mule packed 60 pounds of additional items which allowed me to have the right equipment in the backcountry.
I created the video more for personal use rather than to promote TS Mules. I did, however, create a separate video from the same footage that showcased their clinic and promoted business. That video has accrued over 187,000 views on Facebook. I also included specific “call to actions” to help convert viewers into followers and buyers; this acts as a salesman working around the clock to promote TS Mules. It is humbling to me to have something I have created be seen and enjoyed by this many people. I have set the bar with that many views and I plan to exceed that with future projects! To view that video, click here. If you are looking for a similar promotional video for your business, view how to hire the right video production company.
A Review from TS Mules
“My husband, Ty Evans, and I have a trail riding clinic every spring where we invite people to come learn how to ride… build their confidence… and learn how to work through obstacles…on the trail. Ty and I were absolutely amazed at how well the video came out! Trent is so great to work with. He is very kind, and my goodness! He is so talented! The shots he got were amazing! He is very professional, knowledgeable, and we are very grateful to have met him. After seeing his work, we know who we want to go with for our videos!” Click here to view more reviews about Packer Films™.
Packer Films™ offers video production services for companies large and small. We are available for assignment throughout the U.S. Contact our office to discuss your project. 801-719-9752