The popularity and availability of video content continues to skyrocket. According to the Cisco Visual Networking Index it would take more than five million years for one person to watch the amount of videos that will cross global IP networks each month in 2021. And, of course, the demand for it quality video content increases, brands see the opportunity to connect to the public through visual and multilayer narrations; start of the streaming video clogged Quibi is not even online and already enjoys financial support worth a billion dollars.
But you do not need a huge budget to create a branded video that resonates with your customers. It is true that the public expects a lot of video entertainment, but it is possible to create a video of great value with limited resources. It all starts with the creation of a solid creative brief, based on integrated customer information – never create a video just for the sake of creating a video.
Once your brief is complete and your business goals are aligned with the project, you are ready to begin. Here are our tips for producing powerful video content without draining your budget, time and energy.
Outsourcing? Choose wisely your video producer
The success of internal video production is essential to finding the right people. Dive into portfolios to understand past projects and ask questions about how they have worked with brands in the past. Although the experience of branded content is not necessary, you absolutely want your team to understand the goals of your business.
give their opinion on creative direction overall. In this way, the entire team is on the same page and knows what to expect before the camera starts to spin.
Do not overload your job
Bigger is not always better. From my experience, smaller crews allow for increased agility and more effective shots. Large production teams of 15 people or more, where each person assumes a specific role, are often reserved for major brands working with television distribution budgets. But even in the best of cases, video shoots can become chaotic if roles and responsibilities are not clearly defined. There is no point in having someone on the set if they do not actively contribute to the shoot in a meaningful way. This invades the space (which is often limited at the beginning) and slows down the pace of production.
At NewsCred, we have a lot of experience in making discounted video shoots for brands. For this type of client shooting, we assemble small internal teams of creatives and strategists, with a goal of a maximum of 2 or 3 people. We often subcontract an experienced videographer or video producer, but we rely on our expertise to carry out our work. Sometimes this means that each of us wears many hats: producer, director, production manager, production assistant and stylist.
Small, agile teams give us the flexibility to experiment with different creative approaches, explore budget options, and implement last-minute changes in the scope or design of each shoot. This is especially important when our customers are investing in video for the first time and still prove their return on investment (which our analysis ultimately contributes to).
Reformat and reuse your videos again and again
Even with an efficient and reduced production approach, video may require a generous share of an annual content creation budget. Remember that video projects must follow a content strategy Big Rock – This means that your document must include plans for reformatting and reusing video content across multiple channels to extend the duration and value. Ideally, the video for content marketing is evergreen rather than tied to a specific date or news story.
For NewsCred's client, our video strategy includes a stop-motion animation to tell stories focused on the product with fun and colorful images. We deliver multiple versions of the video at different lengths (typically 30 seconds, 15 seconds, and 6 seconds), so that content can easily be reused on Canon's website and on social media channels. On social networks, we find that the 6-second stop-motion animations generate impressive involvement rates, thus contributing to the achievement of the overriding objective of creating a reputation higher than the one of the world. main funnel.
From ideation to post-production, every step of the process is essential to creating a high-quality video leading to results. Whether it's creating an advertisement, a case study, a tutorial or a social video, it's essential to find the right people to collaborate with and plan for time for strategic planning.
Gaby Tama is content strategist at NewsCred. NewsCred's chief designer, Chelsea Ennis, also contributed to this play.