Video marketing is continuing to grow in popularity and importance. Today, video is the preferred way people choose to consume content.
72% of people prefer video over text when learning about a new service or product.
Not only that, but video resonates better. Viewers are 95% more likely to remember something after watching a video, compared to 10 percent when reading it in text format (Forbes, 2017).
But adding video to your marketing strategy is not a task to be homemade or half-baked. It’s an art that requires (and deserves) professional resources and crafted skills.
Sure. Anyone can shoot video on their iPhone… but is that really the quality your business deserves?
Rather than skimping on something that could make or break your marketing (and your bank) we’ve compiled some personal tips to help you through this exciting and important investment.
These will help you ensure you…
- Are getting the most bang for your buck
- Are not wasting any precious time or resources
- Understand the process from start to finish
Let’s get to it!
It’s okay if you don’t know exactly what you want
You may or may not have a vision of what you want this video to look like and what you want it to achieve, but that’s okay! It’s the duty of the video production team to bring your vision to life, so don’t worry if the concept isn’t fully developed.
A good production team should listen to your ideas and incorporate them with their professional expertise. They know what will work and look best and they probably have a lot of great ideas. But this is your vision so you should have some say. And if you have absolutely no idea what you want, a good production team should be creative enough to help you conceptualize something amazing.
At REDFOX VISUAL, we like to have what we call a discovery meeting. We pick your brain around any and all ideas that you’ve had for your project, narrow down what you want the video to achieve, and determine your target audience. We then brainstorm and pitch some ideas that we think would be a good angle for your video. Once you feel good about the direction we’re going, we create a second-by-second storyboard of the video so you know exactly what it will look like before we even lights, camera, action!.
So again, don’t feel pressure to know exactly what you want but do make sure you look for a team that will listen to your creative ideas and examples, combine it with their expertise and experience and talk you through some great ideas!
Quality over quantity
We’ve heard it a million times….
“I have a friend who could do it for $500.” Or “I know a freelancer that will do it cheaper!”
If you’re comfortable sacrificing great quality for a lower price, then video marketing may not be a route you want to take (which is scary considering how popular and effective it is…).
You see, poor quality video can actually turn away potential customers. Think about it.. If you found a brand or a business with a crappy video, would you trust them? Would you believe that they invest in the best for their customers?
Cheaper cost = cheaper means of production and that will reflect in the final result.
The saying stands true: you get what you pay for.
We strongly advise that you don’t compromise your vision for your budget. If you can’t do it right, then don’t do it right now. It’s okay if it’s not in your budget yet, just make saving a priority so you can invest in quality work once you’re ready.
Be conscious of shooting and editing styles
There are such thing as “niche producers”, meaning a video team may specialize in one or a few specific niches. For example, a wedding videographer may not be the best fit for your instructional employee training video. Or some video production teams specialize in real estate marketing which may make them the perfect fit for your real estate business’ next video.
Some editors stylize with short clips, flashy transitions, and dance music running in the background. You may not know exactly what you want, but be conscious of the fact that this editor’s style may not work for the dentist who’s simply trying to show off their office and dental services. An editing style such as this may work better for a workout clothing line as athletes perform different exercises in the clothes.
Also, be sure to see more than the demo reel. Demo reels are flashy and exciting and show off their very best work. So ask to see examples of different styles of videos they’ve produced. If nothing tickles your fancy, don’t be afraid to politely decline and continue your search. It’s your investment, you have the right to be choosy.
Where are you putting your video?
Think about your end result. You’re not going to go through the process of having a video made only for it to sit in your computer. Where are you going to put it? On your website? On your YouTube channel? On social media?
It’s important to know where you would like to show off your video and ensure the team you’re working with will produce it in the appropriate file sizes and formats.
Not only this, but certain video styles do better in certain places. For example, you wouldn’t post a 5 minute product video on Facebook, because data shows that people don’t tend to watch videos that long on that platform. Instead, consider putting a 10-30 second clip on Facebook that leads to the longer version on your website or YouTube channel. Added bonus: SEO gold!
Here at REDFOX, we have what’s called a “pillar content model”. Let’s say we’re producing a 90-second spot for your company’s next TV commercial. Once we finish that video and get your stamp of approval, we can also create a few 10-30 second clips using footage from the main video so you can sprinkle the smaller ones throughout social media, paid ads and beyond. This also saves money on production costs because we won’t have to visit you again for new footage. This is a conversation you should have in pre-production with the team you choose.
Do your research – Explore all of your options
It’s clear that video production is not an easy or affordable task. Many companies want to add video into their marketing but don’t understand the process, struggle with costs and often compromise quality and integrity.
But with the help of the right team for the job, this could be a match made in heaven that makes every penny worth it.
Don’t feel obligated to go with one team over another. Don’t let anyone smooth talk you into a bad deal because they can “do it for less”. We know the search can be lengthy and tiring, but don’t settle for the first team you find. Look around, have phone calls, meet the teams, see plenty of examples, read reviews and do as much research as you can. There is an endless amount of talent in the world but finding the right team for your job is not a task to be taken lightly.
If you’ve started contemplating the idea of investing in videos for your business, use these tips as your map through the journey!
If you’re considering REDFOX VISUAL as a potential partner for your next video project, give us a call or send us an email. We would love to chat through the details and help you bring them all to life!
The REDFOX VISUAL Team