Well, let us help. The fact remains that video works: 92% of video marketers see video as an ‘important part’ of their marketing strategy. The very same percentage reported that video gives them a positive ROI.
(source: Wyzowl Research)
So, the demand for video continues to grow.
Marketing budgets may not be keeping pace but you don’t always need a mega-budget to produce a video of genuine value. Thinking a little bit smarter will enable you to produce something of real worth within your budget.
Invest in pre-production
To plan is to save both time and money. Clarifying your objectives, messaging and determining your audience will help deliver your focused, streamlined and impactful video — but it will also make the process smoother and faster.
Spend a little more time now to save you even more time, and money, later. Needless reversions are always avoided through planning.
Tight turnaround projects often cost you more too, whichever production company you use, as it stretches their resources. Simply try and allow some time.
Think about deliverables - formats, size, etc. Allowing time and space will allow for a much higher-end production and will give you a higher ROI.
Provide a good video brief
This is the backbone of any successful video project. If you surveyed multiple video companies, they would likely all say the same.
For such companies: a good brief is gold. It saves an abundance of time during the scoping phase, as they will know exactly what is needed to produce your video and they can get cracking.
If you have assets and brand guidelines too, then it's good to share these as soon as possible. Pooling your resources before starting the process is such a simple step, implying efficiency down the line.
Taking a video shoot 'on location' inevitably comes with added cost, especially if you require an internal space. If you already have a location you can utilise, then it could be a real cost saver, while a green screen is a simple and great way to create your own environment to make it more dynamic.
If you do hire a space it will usually be a day hire/rate. Think about what else could you do with that space and time.
If your initial project only requires a couple of hours, do you have any future content that could be filmed? Use the same space, equipment and crew, all for the same cost — yet get double the content. It’s a simple win-win.
This is one of the most common and understated implications on time and money in so many video productions. There are things that come first, and this is one of them.
No video shoot should go ahead until all relevant parties have reviewed, inputted and signed off the script. Once the editing starts, any script change could have significant implications on cost and time.
Compare it to baking a cake, if you add a teaspoon of salt instead of sugar — the whole taste changes and you need to start again. Script changes can have similar effects. A voiceover could also need changing, new footage may even be needed. If we had a penny…
Minor tweaks are always expected at the review stage (simple edits, on-screen text changes, etc.) and these will be made at no extra cost. However, any changes to the narrative structure and it’s a different matter. Cost and time will take the brunt.
Although on a bigger scale, think about the movie industry for a second. All films are fully storyboarded before any camera is ever pulled into focus. Therefore, when it comes to the shooting, everybody, at every level has signed off on the film’s concept, structure and how it will look.
The same can be said for smaller video productions. Trying to visualise the bigger picture from a storyboard, or even a rough/offline edit, can save stress, time and money down the line.
Asking your video production company for a rough storyboard edit (without all the bells and whistles, which of course will come…) during pre-production will work massively in your favour at every subsequent step.
This sits alongside script sign-off. It may seem like a simple thought, but it can really have a serious impact.
Primarily, production companies may offer two rounds of amends within their estimate, so if comments are drip-fed throughout this stage then the cost could spiral, plus you will delay that new version of your video.
Consolidation will also avoid conflicting opinions, those that only confuse the editor, with more time wasted as further emails will be required to reach a consensus. Also, definitive actions, rather than ambiguity, in the comments are a godsend for any editor.
Work smarter, not harder. This short statement should really stand out.
In repurposing your content you may already created something, so the process could be increasingly streamlined.
As formats continue to bend and evolve, there are so many options for repurposing, here are just a few: convert existing written content (e.g. blog posts) into video format, customer testimonials made into short video adverts, teasers made from longer-form videos, social media posts, convert things (e.g. webinars, presentations, video) to a podcast…
We cannot encourage you enough to ask your production company for their opinion — as this is what they do.
Try to get them involved as early as possible as their creative input can be priceless and will help take the strain out of the planning process. Ultimately they do this day in and day out and they can save on your resources.