Why Video Scalability Should Be A Top Priority For Your Content Budget
by Michael Cruz, 28 May 2019
If you’re looking to produce video, these four ideas will help you stretch that budget further.
The demand for video content has never been higher. If you’re like most companies, starting to create more video content is a priority for you in 2019.
If you want to invest your budget wisely, it’s time to consider the scalability and approach to execution. That means taking a step back and investing more in the planning phase to evaluate the strategy behind your video.
99 percent of marketers who produced videos in 2017 continued to scale production through 2018 and beyond. Video improves conversion rate and is quickly becoming the first introduction between consumers and brands.
The problem is, a lot of brands don’t know the best way to put their video budget to work. Without a proper strategy in place, it becomes very easy to spend a lot of money and not have anything to show for it.
4 Tips To Make Your Video Budget More Scalable
1. Right size your ideas
You may think you need one marquee, high production value video. But what if you used that budget a different way? Why not create multiple, short-form, bite-size videos?
Here’s a great example to illustrate right-sizing an idea. We had a client who wanted to produce a high production value, live-action video for their end of year review. Their vision of the video was a bit lofty and could’ve led to waste in production dollars for what they ultimately would have achieved. The script also quickly became a catch-all, and the video became about everything the organization had done in the past year. The total read time stretched past ten minutes, then twenty minutes!
We pivoted the original idea to create an animated video instead of a live-action production. In addition, we took different topics and created additional videos with the production savings.
For that $100K production budget, we were able to turn one video into five videos that added up to more touchpoints and more successful videos.
2. Bundle your production
It’s very possible to save money and still have quality videos. Another way to achieve this is by bundling your production days.
Bundling your production means to create an entire batch or series of videos consecutively, during the same day or week.
Why does bundling work?
Activating a team costs money, but if all the content that’s needed is planned out it will save you a lot in the long run. Most production teams source individual team members and equipment per project—from sound engineers to high-end camera lenses. Like any other business, the bigger the opportunity for the equipment renters and freelancers, the more willing they are to negotiate on pricing.
We’ve seen how much planning can pay off. For one of the documentary series we’ve produced at DRUM, we created ten videos, shot from different locations across the US and the total budget was around $300K.
Without proper planning, those same ten videos could have easily stretched to $500K!
3. Version Your Content
When thinking about your content, think of it in terms of versioning. What if you leveraged your most recent video to create a whitepaper? Or, took animation frames from a video to create an infographic?
Versioning is an easy way to take great, engaging videos to create content at scale. By repurposing the work, the cost of producing video content is quickly subsidized.
4. Use Tools to Help You Operate More Efficiently
Efficiency is a key thing to think about when it comes to scaling up your video content. One of the best ways to increase efficiency is to improve how well you manage projects and the content itself.
There are always new cutting-edge tools that hit the market, but when it comes to scaling video content, these types of tools are the most important and the companies we recommend.
- Tools for automation and channel integration: Pega
- Digital asset management: Widen, Canto, or Bynder
- Video measurement: Wistia
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