The real investment of video content
Updated: Jun 9
When you first begin your video marketing journey, the cost of video content can seem high, and perhaps more than you were expecting or had budgeted for. That initial outlay may not seem worth it, just for the sake of one video that you could really just shoot yourself... if only you had a camera or were happy with the quality of iPhone footage (and audio!), and if you knew how to produce and edit it. If only!
We all know that brand perception is one of the most important aspects of business, and this means that the quality of your video content is extremely important as it may well become the biggest online representation of your brand. It’s like showing up to a meeting in an old run-down car, or operating out of a messy, dark office - sure the functionality is the same, but does it really give clients the best impression of your brand and your business?
It’s important to see it not as an investment in video, but as an investment in your audience, customers and brand.
So if you’re creating video content to use as part of your marketing strategy, it’s vital that you get it right, and that means spending the right amount of money on the right video production team.
It’s easy to fall into the “dollar spend” trap, when looking to invest in video, but money shouldn’t be the only reason we make decisions. There’s so much more to consider when it comes to your investment.
Let’s break down all the factors that contribute to your real ROI with video content:
Creating multiple content
A plethora of impactful video content can come from just one video shoot! With adequate planning, a vast amount of footage can be captured, and purposed into multiple videos. For example, if you’ve arranged interviews on camera with some of your team members, by simply asking them some additional questions during the interview, you can create an entirely new video (or videos!) with a unique message and call-to-action.
And the same goes with cutaway or B-roll footage (supporting imagery of you and your team, clients or products which is interspersed with the main footage of the video). Not all B-roll footage that gets captured in a shoot will make it into the final video. If a vast array of cutaway footage is captured, this can be used across multiple videos, making them all unique and varied, for their own campaign.
All this, from just one video shoot… sounding good? Read on.
Existing video content can be re-purposed in a multitude of ways. You might be running a video campaign which promotes your products or services. 6 or 12 months down-the-track, this campaign can be refreshed with some reordering of the footage (and sometimes even some unused footage from the original shoot), as well as different on-screen titles to tell a slightly different story, and a new call-to-action. In this way, the same footage can be used month after month, or year after year, to create powerful marketing campaigns, making your initial investment compound again and again and again.
Tailoring content for specific platforms
With the rise in popularity of video across every social media platform over the last couple of years, it’s important that your video content is specifically tailored for each platform.
We offer a Social Media Suite, a suite of video edits taken from your original video, and purposed specifically for each social media platform. So, not only are you getting a video for the landing page of your website or for your EDM, you’re also getting a heap of additional content in landscape, square and portrait layouts, each with a specific call-to-action, on-screen titles and subtitles, for every social platform. It’s an amazing way to maximise your initial video investment!
Targeting content to specific audiences
Creating a video and uploading it to your website landing page is an extremely valuable tool for your business, but it shouldn’t end there. When using video as a marketing strategy on social media, you can promote or sponsor your video with a specific target demographic. This means your video campaign isn’t left floating around in the online cloud hoping to be caught by an interested potential customer. Instead, it’s a desirable and enticing promo that is landing right in the lap (or on the screen) of your ideal customer… another reason why quality video production is so important!
Ongoing brand awareness + trust-building
A great video product serves as far more than an advertisement for your business. If used repeatedly, your videos will act as a sophisticated and powerful brand awareness campaign, garnering more and more trust and interest in your brand and your products or services over time.
Developing a great working relationship with a video production team means that they’ll be able to gain a deep understanding of your brand and can create ongoing video content that highlights your messaging and speaks to your customers. And ongoing, brand-aligned video output means your customers are developing consistent trust and strong relationships with your brand.
The success of video (on social media platforms, in EDMs and on landing pages)
With new statistics emerging daily on the power and success of video on social media platforms, in EDMs and online, it’s impossible to deny the value and necessity for having a marketing strategy that includes video.
Here’s a few stats for you:
90% of customers say video helps them make buying decisions and 64% of customers say that seeing a video makes them more likely to buy (Forbes).
Video content is 50 times more likely to drive organic search results than plain text.
Video will represent 82% of all IP traffic in 2021.
20% of people will read the text on a page, but 80% of people will watch a video.
Almost 50% of Internet users look for videos related to a product or service before visiting a store.
4 in 5 consumers believe that demo videos are helpful.
64% of consumers say watching a marketing video on Facebook has influenced a purchase decision of theirs in the last month.
And that’s why the ROI on video is one that cannot be denied!
So if you’re keen to invest in your audience, your customers and your brand (and to invest well!), get in touch with us for some powerful video content!