Frames of Success: A Journey into Video Marketing with Renee Ismail

Welcome to Marketer Interview, where we delve into the minds of exceptional marketers, unraveling the stories behind their success.

Today, we had the pleasure of chatting with Renee Ismail, a seasoned video specialist and the creative force behind PeachyPixx Productions.

Renee’s journey from corporate confines to becoming a YouTube Creator and Mentor is a testament to the transformative power of passion and dedication in the dynamic world of videography.

What inspired you to transition from a corporate career to videography, and how did you teach yourself the craft?

After 7 years in the corporate world, I yearned for a more creative outlet. Videography has always fascinated me.

I first discovered my love for video when I was in Primary school. My late grandfather had this very old-school camcorder. I would borrow it and start shooting my family members. The zooming in and out fascinated me the most. Then I bought my first camera, Canon 500D, in 2009, and it just filmed random shots of my surroundings when I went out or at my workplace (I was still working full time).

Then, in 2013, I left the corporate world and transitioned to running my video business. To teach myself the craft, I started by reading magazines and books.

Back then, we didn’t have many online resources or video tutorials. Networking with other videographers and joining local meetups were crucial when I first started.

As the founder of PeachyPixx Productions, can you share a defining moment or project that shaped your approach to video production?

One defining moment for PeachyPixx Productions was when we were commissioned to do our first LIVE event.

The project requires filming the highlights of the event and streaming LIVE online (imagine this was in 2014 – not as accessible as we have now in 2023). The project challenged us technically and pushed us to think creatively to effectively convey the event organizer’s mission.

As a YouTube Creator and Mentor, how do you guide business owners in kickstarting their channels with a minimalistic approach and gear?

When mentoring business owners on kickstarting their YouTube channels with a minimalistic approach, I emphasize a few fundamental principles: use what they have, start small and upgrade gradually, network and collaborate, and learn from analytics.

The most important thing is to start. You’ll learn and improve as you go along, and over time, you can invest in more advanced equipment and refine your production process.

Authenticity is a critical focus in your YouTube journey. How do you build genuine relationships with your audience through video content?

I have a few strategies for building genuine relationships with my audience on my YouTube channel.

1. I share personal stories – this humanizes the channel and makes my audience feel they know me personally.
2. I do LIVE interactions through YouTube LIVE – which allows me to engage directly with them, answering their burning questions and sharing thoughts on the spot.
3. I share achievements and challenges – this demonstrates the ups and downs of the journey. It’s a more authentic representation of the creator’s experience.

Could you share a specific challenge you faced in your career and how you overcame it, offering a valuable lesson for aspiring videographers?

One specific challenge was during our LIVE streaming project – unforeseen technical issues during the streaming.

For me, it is always to be solution-oriented. As the founder/producer of PeachyPixx Productions, I am responsible for the whole process from A. Anything can happen beyond my control in an industry where technology is involved. Solution-oriented people don’t just solve problems. They help identify a question’s source or provide a better way of solving things.

The valuable lesson from this experience is the importance of adaptability and resilience in facing challenges. Also, staying calm, communicating effectively, and finding creative solutions are essential. Additionally, learning from each challenge and using it as an opportunity for growth ensures continuous technical skills and project management improvement. This experience taught me that setbacks are not failures but opportunities to refine skills and processes, ultimately contributing to a more resilient and capable career.

As a producer, how do you ensure each project aligns with your client’s vision and goals?

I have a structured way of translating client’s visions and goals. I have a set of questions – a video brief where in this video brief there are questions clients need to answer. From there, the storyboard will be crafted, and then the script.

As a YouTube Creator in Singapore, are there unique challenges or opportunities you’ve encountered compared to the global landscape?

One of the challenges of being a YouTube Creator in Singapore is competition in a small market.

Singapore is relatively small compared to some other countries. This means there’s competition within the local market, and creators may find it challenging to stand out. Niche content or unique perspectives become crucial.

However, there are a lot of opportunities. One of them is collaboration with local brands. Collaborating with local brands and businesses is a unique opportunity. Singaporean creators may partner with local companies and organizations looking to reach a local audience.

But navigating challenges and leveraging opportunities requires understanding your audience and adaptability to evolving trends. Ultimately, being a YouTube Creator in Singapore involves finding a balance between creating content that resonates locally and has the potential for global appeal.

In the rapidly evolving world of video, what trends do you find most exciting, and how do you stay ahead in incorporating them into your work?

We have seen videography evolve with AI, of course. And AI is here to stay, so we need to embrace and adapt to the change. The most significant new trend of AI in video space is video editing (now we have a lot of cloud-based collaborations, generating subtitles or translations. We even now have AI, which can help with repurposing).

Please highlight some of the essential tools and software you rely on for video creation, editing, and optimizing content for YouTube.

For video creation – use what you already have, which is your phone. Our phone has so many functions that we can use to record a decent video. You can upgrade them slowly in the future.

Video editing – CapCut desktop. This is such a powerful tool to have for video editing. Best of all, it is free to use.

Optimizing content for YouTube – I trust TubeBuddy. It helps with research – what kind of topic I should create on YouTube. It has AI implementation now that can help with engaging YouTube titles.

For business owners looking to enhance their brand presence through video, what advice do you have for effectively leveraging the power of this medium in their marketing strategy?

Always know your purpose. Why do you want to leverage video as part of your marketing strategy? Once you know your purpose, find out where your audience is hanging out, and then you create videos where they are hanging out. Focus on that particular place, i.e., social media, and then branch it out to other social media.

I didn’t start straight away on YouTube. I started enhancing my brand presence through videos on Instagram and then moved to YouTube.

Find out yours and build your presence there first. Do not overwhelm yourself with so many platforms at one go.