Video Production and Marketing: It is NOT as difficult as you think
- cost effective Video Production and Marketing, Video Production, Video Production and Marketing, Video Production and Marketing myths, Video Production for business
- October 21, 2019
Video Production and Marketing: It is NOT as difficult as you think
From greater optimization and higher retention rates to increased conversions and a great return on investment, there are plenty of reasons to love video marketing. But it’s equally easy to be afraid of taking the plunge and producing your video content.
When looked at from afar, it can seem as if video production requires a lot of specialist knowledge, financial investment, and a metric ton of new skills. But that’s not true – or at least it doesn’t have to be.
There’s no real reason to be afraid of video production and marketing. It doesn’t have to be expensive, and you already have the tools (and skills) to get it right the first time. You don’t need actors or expensive production studios always, and you certainly don’t have to go to film school.
All the tools you need to make a low budget, engaging short film, animation, or explainer can be found in your office and/or on your mobile phone. And if you’re worried about distribution, don’t be: with the proper planning, market research, and judicious use of social media, it’s not that hard.
Debunking some video marketing myths
A successful video doesn’t have to be a viral hit, nor does it have to be a big-budget production with professional actors, and special effects. It doesn’t have to be complicated, and it doesn’t have to cost the Earth.
Unless your business is an actual movie studio or a television station, you can get away with something that’s low budget but authentic, that uses your existing employees as actors, and that can be shot using a smartphone or a relatively cheap video camera.
Many marketing managers are convinced that video is too hard to distribute, too expensive to produce, and difficult to justify in an end-of-quarter budget meeting or report. But in reality, that couldn’t be much further from the truth.
Related Read : A Quick Guide to Video Production for Businesses
Myth One: It’s too hard to figure out when and where to use video
This is why you need to do your research beforehand and develop a video marketing strategy. Video isn’t just for social media – it has a massive range of applications, including motivating visitors to your website to stick around –especially once you acknowledge that it’s not that hard to do.
Ask yourself these questions:
1. What are your goals (brand awareness, lead generation, increase engagement, etc.)?
2. How will your video reflect your brand (colours, backdrops, tone, topics, etc.)?
3. What campaigns or channels will you use for distribution (social media, YouTube, your website, etc.)?
4. Who is going to be responsible for the creation, curation, and distribution as mentioned earlier of your video content once you’ve produced it?
5. Who are your audiences, and what kind of content are they most likely to respond to?
There’s a lot of videos out there, so you’re going to have to cut through an awful lot of noise if you want your content to be successful. Do your research and develop a solid, unique strategy that works for your business. What works for others may not work for you, but that’s no reason to give up.
Define your target audience, and work out what makes them tick. Everyone has their own reasons for clicking on a video, watching it all the way, and/or responding to an embedded call to action. Find out what motivates your audience to share and like the content.
Your ultimate goal should be to produce content that your specific audience will want, need, and appreciate in one way or another, but that still aligns with your business goals.
Myth Two: Video making is too expensive
Video doesn’t have to be expensive, and it can very easily be created in-house without the added expense of hiring an agency to shoot and produce it for you. Professional presentations & high-end content will still need a professional touch, but not every daily video. This isn’t the Emmys, and you’re certainly not competing to win an Oscar; it doesn’t have to be perfect.
The point of marketing videos isn’t great plot or artsy shots; it’s to harness the explanatory and demonstrative power of the moving image to convey a message to your audience that actually sticks. This can be done in a variety of ways, from the high-production-value explainers that agencies are so good at producing to lower production value, off-the-cuff footage that you shoot yourself.
An in-house video team can do almost as much as a production studio: testimonials recorded and edited webinars, video blogs, and even more complicated content with your staff as actors, narrators, or hosts.
These days, it’s all about authenticity, so your audience are perhaps more likely to respond to, and engage with, content that you produce yourself, and that has an air of realness about it as opposed to something slick and high budget that might actually serve to turn them away.
If you want to keep your costs low, follow these super simple tips:
- Avoid using paid advertisements for digital distribution – or at least use ones that don’t cost the Earth, like YouTube or ContentAmp.
- Share your video on social media and via a word-of-mouth network instead, and let your content do the talking for you.
- Keep your video short and to the point, minimizing production costs and maximizing the amount of time audiences spend watching your content.
- Go for quality over quantity. Always.
- Use stock footage – which is cheap and easy to access – to add depth and quality to your original content. It’s much cheaper than creating your own B-roll, and it saves time too.
- Use your employees as actors – get creative and make swaps for cheaper options wherever you can.
Myth Three: it’s too difficult to prove the return on investment (ROI) for video
With the right tools, anything’s possible. YouTube and other video hosts might only give you a view count and nothing else, but what if you want to know at what point in the video viewers clicked away? Or how many views led to conversions? How many people watched through to the end?
These are the most meaningful questions when trying to determine whether a piece of content is providing a good return on investment or not, but without more in-depth insight, it’s next to impossible to determine whether or not viewers (and your company) are deriving any real value from your video.
Instead, you need to think about measuring the performance of your videos like you do for your website. Most online marketers use a variety of tools – such as analytics and marketing automation – to track who visits their website, what those visitors want, and how many visits turn into conversions. A good video enablement platform can do the same for video content – plus a little bit more.
The video has some unique characteristics that make it eminently track-able. Because it’s linear – and viewers tend to watch it from the beginning to the end without skipping back and forth – an enablement platform can track what someone viewed, skipped, and re-watched to infer what they’re interested in and how well a video is performing.
Video enablement platforms are integrated with your CRM and other marketing systems so that you can include viewer engagement data into your multi-touch revenue attribution. With such platforms, you can easily see which videos generated leads and when, and how much each netted per year.
Why video marketing is easier than you might think?
When we think of video marketing, it’s easy to get stuck with an image of a slickly produced advertisement that you might see on the television or in the cinema before a film. But video marketing can mean anything from Facebook live or a quick Boomerang for Instagram to a longer form YouTube explainer or video blog.
There are plenty of ways that you can make video marketing easily distributable and cheap to make with the tools you already have at your disposal, and follow-up with detailed metrics on engagement, return on investment and shareability.
As marketers start shifting away from traditional advertising towards video, driven by an increasingly visual and mobile-focused mediascape, it’s important to start investing in your video content so that you can continue to compete.
Make sure that you know exactly what you want from your project before you start; do your research and figure out what kind of videos will work best for both your business and your audience, and find ways to slash your budget without sacrificing quality.
Establish your deadline and budget, target audience and key stakeholders, and distribution and promotion channels upfront, and make sure to plan for every eventuality. Anything can happen on a film set, so make sure that you have a plan, take backups, and always remember to feed your cast and crew.