In this guest piece, Daniel Littlepage (pictured below), managing director of 90 Seconds for Australia and New Zealand, shares his top three tips on how you can create the right video content for the right channel without blowing your budget in the process.
Technology has disrupted many facets of everyday life, and new cloud tools and platforms are making it easier than ever to create engaging video content. For SMEs and big brands investing in video, it’s no longer necessary to pay a premium to film content. Businesses and marketers can now connect directly with video creative professionals, including videographers, directors, editors, producers, animators, drone operators and photographers, which has meant that many companies are rethinking their overall video content budget and content strategies.
The following tips will help make sure you’re creating the right content for the right channel and not blowing your budget in the process.
Determine production value
It’s important to be realistic about the quality of video you really need to produce for your target audience. A video doesn’t need to be TVC-quality with a TVC price tag if it’s going to sit on a corporate website or be used in a social media campaign. It’s important to define which channel your video is going to be viewed on at the beginning, and brief your video team to shoot for this purpose. To determine the level of production value required for your video (in other words, how much you’re going to spend), think about where the video will be seen and what its purpose is.
For a ‘hero’ piece of content, it’s worth directing a larger portion of your budget, as it’s the first impression a customer will have of your brand. But, remember audiences desire authenticity above all else – not expensive special effects. For a video series that you plan to produce regularly, selecting a style that is easy to replicate will provide the most value for money. Focusing on the quality and consistency of content will secure greater engagement than a one-off project that is expensive to produce. If you can plan to produce multiple videos at once (for instance six months’ worth of content), you can achieve economies of scale.
Don’t obsess about going viral
One of the most common requests we get for a video is that it be ‘viral’, but unless your audience is everyone (hint, your audience should never be everyone), then a viral video won’t hit your key target market. Your video will have greater impact and ROI if you spend more time in the creative brief stage thinking about who your target audience is, what messages resonate with them and where they like to consume video.
Be realistic about quality and pay only for what you really need
Shooting in 4K will future-proof your content, as viewing behaviours change and 4K becomes the norm, but unless you’re showing your video at an event, HD or full HD content will play just fine on a mobile device. In fact, most platforms will default playback to match the bandwidth of your internet connection, which means YouTube will default to HD settings unless manually changed. Be careful you are not being overcharged for capturing higher quality content than you realistically need.