Over the past few years, we’ve seen our video work at Anderson Group grow exponentially compared to virtually any other tactic we produce. It seems that almost every project that comes through our door has a video component to it. And if it doesn’t, it could easily accommodate one.
Of course, we have technology to thank for this.
That’s because computers, tablets, mobile phones, connected TV (like Apple TV and Roku) and, yes, television sets are all prime real estate for video content – which creates demand for it.
The proliferation of technology is not the only reason video has become a go-to-tactic for more marketers. There are things you can do to squeeze every last frame from your video budget.
Why demand for video keeps growing
- Video is versatile. It can communicate different messages to different audiences and easily fit within a broad range of marketing initiatives.
- Video is easy to engage with. You don’t need research to know consumers would rather watch something than read something. But if you do, HubSpot found that 54% of customers prefer to see videos, over other marketing tactics, from the brands they support.
- Video is easy to measure. You can track when consumers stop watching. You can track how many full and partial views you get, as well as how often a video helps drive consumers to your business. Video is one of the most measurable tactics in your marketing toolbox – which bodes well for you if you need to show a return on investment.
- Video is affordable. This is perhaps the ultimate reason video is a go-to tactical choice for more marketers. Of course, we have technology to thank for this, too. No longer do marketers have to ask, “Can I afford video?” The question now is, “How much do I want to spend on video?"
So, how much do you want to spend?
If you have less than $15K, then custom music, celebrity talent, and the latest visual effects may be out of reach. But fortunately, producing a video you love, isn’t. In fact, here’s an example of a video we created for a budget in that range, which our client loved (and so did we).
On the other hand, if you have a larger budget, you can get more bells and whistle to push the quality of your video to greater heights. For example, you could get the rights to use a popular song, work with a famous actor or voiceover talent, or shoot in multiple locations, and much more.
Your budget dictates what’s possible. And if you work with the right partner, they’ll not only ensure the money you spend is put directly into the quality of the video but also help you get the most out of whatever budget you do have.
Squeezing video for all its worth.
According to a recent HubSpot Research report, four of the top six channels on which global consumers watch video are social channels. So if you’re shooting a longer format video (2:00+), then you should think about maximizing your footage (and budget) by creating additional videos, including:
(:30-:45) cutdowns for a TV spot or your website, YouTube or Vimeo accounts, and multiple social platforms, such as Facebook, Instagram, Twitter, and LinkedIn.
(:15) cutdowns are also great for use on multiple social platforms. In fact, for Armstrong Flooring, we created a long-form video promoting their sustainability story that we cut down to both a (:30) and (:15) video. (Note: We need to remember to hyperlink this after the video is posted to our site)
(:05-:10) cutdowns are also growing in popularity to quickly capture attention on social platforms.
Photography, believe it or not, is also possible to get from video via screengrabs; however, that’s if you only shoot in 6K and use it for smaller print projects. We don’t necessarily recommend this route, but if you are looking to really maximize your video budget, this option is a possibility.
Versatile, affordable, workable – that’s video.
Nowadays, video is no longer a marketing luxury for brands with deep pockets and agencies with Hollywood connections. Technology has leveled the playing field, making video attainable for anyone who wants to make it a central part of their outreach and campaign efforts.
If you’d like to learn more about video or how we can help you get more from it, connect with us.