Welcome to episode 22 of McFarland Minutes, we’re talking the role of video in your marketing strategy this week. We are thrilled to welcome back Ryan, a former intern with McFarland Productions, who has since grown significantly in the field of video production, and is now our Post-Production Editor.

Ryan started with McFarland Productions as an intern during the summer, where he developed a keen understanding of how the company operates and what makes a great piece of content. After his internship, Ryan returned to Oregon State University, where he worked with the athletic department in video production. His journey then took him to the University of Tennessee, joining VFL Films and experiencing major conference video production. Now, Ryan rejoins the McFarland team with a wealth of experience and a passion for impactful storytelling.

Video in Engaging Audiences

Ryan’s experience elucidates a compelling point about video: it is not merely about capturing moments but about telling a story that resonates. In the discussion, Ryan highlights how video content must be designed to engage audiences on an emotional level. Whether it’s a seven-second promotional reel or a full-length documentary, the narrative and emotional hooks are what keep viewers invested.

For instance, during his time with VFL Films, Ryan contributed to projects like the “Dark Mode” game promotions, which were not just about creating a striking video but orchestrating an entire experience complete with video, merchandise, and event marketing that captured audiences’ imaginations and built strong brand loyalty.

Great Video Production

One consistent theme in Ryan’s journey is the importance of authenticity in representing a brand through video. He recounts experiences where understanding the culture and community is paramount to crafting content that truly represents a brand’s identity. A poorly executed video that lacks cultural understanding can miss the mark, whereas an authentic narrative can elevate a brand and foster a deeper connection with the audience.

From Short Videos to Feature Films

Ryan discusses the spectrum of video content, from quick, engaging seven-second clips to more immersive brand videos, and even sprawling narrative films. Each format serves its purpose within a marketing strategy, but the underlying principles remain the same: clarity in storytelling, knowing the audience, and maintaining a consistent brand message.

Through his collaboration on projects like the University of Montana Western’s Benny and Rooster video, Ryan has valued narratives that transcend mere advertising, focusing instead on community-centric stories that establish a genuine connection. A standout insight from Ryan’s conversation is that video production is inherently a collaborative effort. The magic doesn’t happen through the lens of a single cameraman but through the concerted efforts of a team that understands the brand and its audience. Ryan emphasizes the importance of choosing a production team that not only possesses technical skill but also an intrinsic understanding of the brand and culture they are portraying. This synergy ensures the creation of content that speaks authentically to its audience while maintaining high production values.

Video in Your Marketing Strategy

In conclusion, Ryan’s story serves as an inspiring reminder of the pivotal role video can play in your marketing strategy, creating an authentic, engaging narrative that resonates with your audience and strengthens brand identity. As you contemplate incorporating or refining video content in your strategy, consider the insights shared by Ryan and the overarching importance of authenticity, quality, and the human connection in every video project.

Stay inspired with McFarland Minutes, and join us next Sunday for more insightful conversations that could redefine how you approach your week.