Video is everywhere. And that might be an understatement.

Video is so pervasive in our current media landscape that we just assume it to be there whenever we open the internet. Scroll through Facebook or YouTube or the news and dozens of advertisements will no doubt start to autoplay.

But why is video marketing so widely used? Because it is so. darn. effective. Images are powerful. And when you set them in motion, you can efficiently convey infinite messages and moods. A professionally crafted video can draw your audience in, teach them something new and move them to action in less than 60 seconds.

Video marketing can be a game-changer, but you gotta find your voice and niche within the internet’s deluge of content in order to really connect with your audience. That’s why it’s so valuable to have someone like Adam Schollmeyer on your side. Adam is Firespring’s video producer, and his keen editing skills let the unique spirit and tone of each client shine. In this Q&A, Adam discusses his process and how he harnesses the capabilities of video to help each client reach their goals.

What’s your role at Firespring?

I plan and edit all video projects that come through the door, and I usually do the filming for smaller productions. For larger projects, I work with a production team to produce the highest quality work possible. I also handle all photography and most of the animation and motion graphic work.

What’s the process of creating videos for clients?

Depending on the type of project, we’ll first put together a script, a shot list and a storyboard. When I start to edit, I usually begin with finding music. That helps me determine the pace, feeling and energy of a video. I also try to keep in mind any possible motion graphics that could influence the cuts and transitions. After the client approves the initial edit, I’ll edit color and sound of the project and then work in the client’s feedback.

What’s your favorite part of the video production process?

I’m most passionate about how the final edit comes together. I love taking different shots and coming up with unique ways to fit them together into something cool and eye-catching.

Where do you find inspiration for video marketing?

The last couple of years, I’ve tried to mostly use social media for creative inspiration. About 90 percent of my Instagram and Twitter feeds are just my favorite filmmakers, photographers and visual artists. Another great place to look is Reddit—there are quite a few groups dedicated to posting video work for outside feedback and showing off how a person made the cool shit they produced.

What should you always keep in mind when producing a video?

There are probably a hundred different ways to answer this question, but a big one would be to keep asking yourself if the edit effectively conveys the message or goal of a client. That will usually open up another 10,000 questions along the way and bring you to your final product.

What role does strategy play in video marketing?

Strategy before filming is essential. If you show up on shoot day without a shot list, schedule or prepared talent, you’re definitely not going to get your desired outcome. And you’ll pay for it during the editing process. Before any shoot, it’s so important to develop a plan of action. Without strategy, it’s like hosting a dinner party without buying ingredients and only using what’s in your pantry at the moment.

How do you stay on top of current trends?

I simply keep a watchful eye on how different ads look or evolve and how I can translate that into my skill set. Video is an ever-changing medium, and awesome new ideas are popping up every day.

What’s one of your favorite videos you’ve produced?

I’m super proud of everything I’ve done for Southeast Community College. Having a client that gives you the freedom and opportunity to create the best work you can is so rewarding and refreshing. Last year’s recruitment video series, as well as the current work we’re doing for SCC, push me to get better and test my limits.


Ready to make your mark with video, photography and audio marketing assets from Firespring? Let’s chat about video marketing and find out where your vision and our skills can take your brand.