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According to a recent survey conducted by Wyzowl, many marketers and business owners will continue to incorporate video into their marketing strategies in 2018, and many others will be looking for ways to kick it up a notch!
- 65% of businesses who don’t currently use video intend to start in 2018.
- 82% of businesses plan to spend more on video marketing in 2018.
But, at the same time, the survey reported a slight decline in the number of marketers who were experiencing positive ROI from their video marketing content. This could be because they are new to creating video content, as many marketers are. Or, it’s because they are attempting to do it themselves, and not taking advantage of all the ways video can help produce ROI.
The Details That Relate to ROI
There is NO doubt, video is a super strong marketing tool that every business and professional should be leveraging in some way. But to see the best results, video needs to look good, sound good, hold attention and convey the right information.
Moreover, the placement or distribution of a video needs to be such that it nurtures the right viewers and prompts them to take further action. So, when it comes to the actual video production process as well as your video marketing strategy there are various details that can be related to ROI.
Maximizing a Video Production Budget
Here are some tips for making the most of your investment dollars throughout the video production process:
Create multiple types of videos from the same shoot
While production costs are attributed to the number of crew members, and the equipment or location being used, much of production cost is attributed to time. As long as equipment is cameras are being set up and lights are rolling, see what other pieces of content can be captured without adding much time to your shoot.
For example, if you’re interviewing the company CEO for a PR video about a recent partnership, think about other videos you could create with quick simple statements. Plan ahead for a simple greeting video for the next quarter, or a holiday message video for the next upcoming holiday.
When the editor has all of this footage in post-production they will have to go through all of it anyway. They can single out the separate takes and work on separate edits for you.
Create multiple types of content from the same shoot
Make the most of your video production efforts by capturing other visual or audio needs for more uses.
Combine a video shoot with a photography shoot, and capture still photography while everything is well-lit and people are styled. Capture imagery that matches your video for a cohesive campaign in print and digital.
You can also capture additional audio clips that can be utilized with your footage, photos or even stock footage to create a variety of video marketing content as well: 10-second clips for ads or social feeds, simple greetings, quick instructionals and more.
Plan for multiple ways of sharing your video marketing content
There are so many ways to share video content these days, your marketing budget is no longer limited to broadcast television. Use a variety of content pieces on a variety platforms at different times to get as much exposure out of a campaign, concept or message.
For example, create a 90 second Overview or Brand video and host it on your website where it can live for quite a while without update, but also create a couple of different 10 second clips that can be used in social media feeds or as ads that will drive traffic to your site.
Or, film at an important charity or awards event and create videos that promote the cause, but also recap the event for staff or stakeholders. Use smaller clips of footage to create thank you videos, or even teasers and video ads or invites for the next year’s event.
These tips just scratch the surface of how strategic you can get with maximizing your ROI. There’s a lot that can be done in preparing for a shoot, during the shoot and in post-production that can utilize your budget more efficiently.
Working with an experienced video production team can help you not only address those issues and get help in controlling those details that add up to a big investment. It can help you truly leverage the efficiency that comes from a team that works well together and has the experience to handle challenges and obstacles that may come along.