![]() In marketing, 64% of customers make a purchase after watching branded video content.Video content currently accounts for more than 80% of web traffic.These users will benefit from more user-friendly tools and may be better suited to simpler tools with lower price barriers.įor a snapshot of the relevance of video media, here are a few stats! However, as video content becomes more predominant in marketing as well as everyone’s social and professional lives, it’s more necessary for this type of person to embrace the media and video tools. While they might use video tools in their job (or as their job!), they did not necessarily specifically train to do so. The second group (and, as mentioned, one that can still cross over into “professional” level) are more “casual” users of video tools and media: independent content producers, hobbyists and social media enthusiasts/influencers, educators, marketers, and others. These folks are most primed to use high priced, high-capability video tools and may work in “video facilities” as part of broadcast marketing and traditional TV/film entertainment or media. ![]() The first group are the “video professionals.” If you’ve taken courses in video editing or animation or have certificate training in video production or postproduction software or hardware, you’re probably in this group. These two categories can cross over, particularly more “casual” users might dip into professional work or use video “professionally” without requiring the same type of highly-regimented workflow and highly polished output as broadcast television. There are two main groups of users of video tools. The subject covers a lot of ground, so we’ll break it down further below. Ever wonder why one social media video looks like it was recorded with a potato, while another has smooth transitions and catchy graphics that elevate it even if the camera work or picture are a bit mediocre? That’s the work of video tools. If you’re completely new to the subject, video tools are a wide range of software, from free apps to complicated software running on workstations, which help their users create, polish, and broadcast video.
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