Video is valuable. Just search “does video marketing work?” and you’ll be met with a flood of articles that unabashedly shout, “yes”. After all, according to a Google/Ipsos study, 3 in 10 actions taken by boomers/seniors after a search involve online video.
At Immersion Active, we wholeheartedly agree. As Baby Boomer and senior marketers, we’ve found that video is an incredibly powerful medium for communicating a brand’s story, particularly to get an older audience genuinely engaged.
So, yes, video marketing is great! But it can also be expensive. What if your company doesn’t have the ability or the resources to constantly churn out a steady stream of video content? After all, good video production is difficult, and while the tools involved with the trade have gradually become more widely available, it still isn’t exactly cheap to consistently produce high quality content.
That’s why learning to leverage video assets as effectively as possible is so important. If video is valuable, than affordable video marketing is priceless. Let’s take a look at a few ways to get the most from your video assets.
Use Existing Video Assets
The truth is that the less video production you need to do, the more affordable video marketing is. That’s why using existing video assets can be so helpful. With a bit of editing and creativity, older assets can often be used to facilitate new campaigns. Here’s how.
1. Take stock of your video and image library
Even if your company is a video marketing newcomer, there’s still a good chance that you have some existing video assets you can gather.
Don’t let these valuable assets go to waste:
- Product or service demos
- Promotional videos
- B-roll footage
- Technical or process illustrations
- Photo shoots
- Product photography
2. Repurpose your existing assets
Once you have a handle on what assets you have available, you can begin working to repurpose them. This is usually done through cutting down assets into chunks that tell a much more focused story.
For example, one of our clients had a feature length documentary about their company. It was a great asset, but it was much too long to use in any video marketing campaign. Instead, we edited the documentary footage to create several short segments, each one communicating a different, focused story. These short segments were used to great effect in one of the client’s automated email campaigns.
Additionally, you might consider using voiceover to bring new life to existing footage. New audio can go a long way toward making this old “b-roll” footage relevant to the campaign you’re working on today.
Plan for Affordable Video Marketing Production
Leveraging existing content is great, but as you continue with your video marketing efforts, you’ll likely want to begin producing new content at some point. As you do this, you can still work to make the process as efficient and affordable as possible.
Whenever you can, go into a video shoot with the intention of creating material to be used multiple times.
1. Start with short-form
The web is all about short-form video, so write the 15-second version(s) first. Expanding from the short version is a great approach for making sure you optimize for your “worst-case scenarios.”
2. Shoot around a theme
You need variety online, so plan for a series of videos around a theme.
Even thought you may ultimately need a 5-minute corporate video, you can use the same shoot to get several shorter, more focused videos.
Standard advertising formats to plan for are:
3. Write the script to be flexible
For example, we have a client who intentionally left the end of the video blank. They were able to switch out special offers and timely calls-to-action throughout the year from a single promotional video.
Another approach is to use a new voiceover to change messaging in the middle of a video. Using online voice acting services makes it easy to coordinate with the same voice actor over time and is much more efficient than shooting a new video.
4. Get more from your video shoot
Rolling out all of the video equipment, actors, lighting, crew, etc. (not to mention scouting locations) costs time and money—so when everything’s set up, take advantage.
- Shoot still photography at the same time. This approach is much better than pulling stills from videos, and is indispensable when creating ad campaigns.
- Get B-roll footage as you go along (if time allows). Maybe these are shots of your offices, or your employees interacting with customers. The great thing about this kind of footage is that it can be repurposed easily to fill in shots around more specific campaigns.
5. Stretch your footage
• Combine stills with live footage (otherwise known as the “Ken Burns effect,” for the technique he made famous in his documentaries).
• Supplement with animation. You can breath new life into footage (or stills) with animation. This technique can also be used to great effect with social video advertising.
6. Make use of “authentic” footage
Take advantage of your phone’s camera. Not everything has to be professionally shot; sometimes, less professional footage comes off as more authentic.
If you want to get a more professional feel on a budget, consider bookending your “authentic” footage with professional corporate graphics.
Just use this technique carefully—it’s not always appropriate. Consider if it fits with the message you’re trying to convey.
At the end of the day, if you leverage your assets efficiently, you’ll be able to maximize the bang for your buck when it comes to your video marketing efforts.
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