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.
Keep in the mind the tips above and you’ll be producing excellent video content for a fraction of the cost and with minimal fuss.
Leading Australian market research data brand, RDA Research, provides actionable consumer intelligence to help businesses inform decision making and growth strategies. RDA Research wanted to make its unique consumer data available for addressable digital targeting and required a data onboarding partner to help activate their data in an online environment.
Storytelling agency Enthral has appointed Channel 7 reporter and sports presenter Sean Sowerby as its new senior PR and content manager in Melbourne. Sowerby (pictured) started his award-winning career at 3AW before spending more than 15 years in television. Enthral founder and manager director, Cameron Smith, spoke of the significance of Sowerby joining the agency. […]
This week Nova’s Fitzy & Wippa are celebrating 10 years of their iconic radio show and plenty of famous faces have weighed in on the feat! For Fitzy & Wippa’s 10-year anniversary show they were joined by a bunch of special friends who shared their messages and favourite memories over the last decade. The guys […]
Ever since Google first announced it would be getting rid of third-party cookies on Chrome, digital advertising businesses have been actively sharing their plans for life after cookies. And now programmatic advertising company Blis might have come up with the most creative way to get the message across, in a new video which sees company […]
Integrated Melbourne agency Icon has taken top honours in the 2021 SABRE Awards, winning the coveted Australasian Consultancy of the Year for 2021 along with a host of category and craft awards. Icon led a large field of Australian agencies with a total of three major and seven minor awards, including gold in the cause-related […]
Former agency executives Tim O’Neill and Tim Fouhy have launched the auto technology startup Summon. Australia’s first full e-commerce service for prestige cars. O’Neill and Fouhy both founded Reactive, a digital agency, which was bought by Accenture in 2016. Following the deal, O’Neill and Fouhy ended up leading the company’s digital marketing arm, Accenture Interactive before […]