With people spending on average 2.6 times more time on pages with video than without, there’s no doubt that making more videos should be a vital part of your content marketing strategy.
Unfortunately, marketing teams often get caught up in the cost when talking about adding more video content. It simply takes too much money and too much time. But the good news is that marketing videos don’t have to cost thousands of dollars or hundreds of man-hours. You can create high-quality marketing videos in-house on a budget.
In the fourth blog post of our Definitive Guide to Maximizing Your ROI from Marketing Videos series, we discuss three steps to creating exceptional online videos without breaking the bank.
Step 1: Choosing the Right Style
The first step to creating marketing videos on a budget is to take the time and plan everything out. There are many video styles, from animated to still images, social media posts, stock videos, voice over and/or subtitled videos, and more. Every style performs well in a specific situation, and you need to know when and how to use them.
When planning your video style, first you need to answer a few questions:
- What is your budget? How much money do you have to spend on your video creation? This can help you make a decision in regards to the style of your video. Some videos require more production time and expertise, making them more expensive.
- Who is my audience? Your audience will help you determine the type of video that will be most effective. There’s no reason to spend thousands of dollars on professional filming if you can provide the exact video your social media audience wants using video clips, still images, animation, and other features.
- What is your message and tone? What solution are you trying to offer with your video? Are you introducing a new product or sharing a news story that demonstrates your thought leadership? You should always keep in mind the end goal of your video.
- Where will you share your video? Will your video be published on social media, on your website, in emails, on landing pages, or in your blog? Where you decide to distribute your video will change how you make it. Here are some ideas for Content Marketing in the Social Media Era.
The more you know about your video, the easier it will be to choose the right style in order to use your time and budget effectively.
In addition, you need to choose a style of video that fits the skills of your existing team. If you can make a great video in-house, that will drastically decrease your budget. With the right tools, such as video creation platforms, no video style is outside of your skillset. Such platforms make it easy to create any style of video, even if you are starting out with zero video experience or skills. Just remember that as marketers, you are also your brand’s storytellers and that you already have the talent and insight needed to make impactful videos your audience wants to watch.
Step 2: Utilize User-Generated Media
The most time- and cost-intensive aspect of video content is the media—filming and music. Hiring an outside firm to professionally film a video or record music can be ridiculously expensive. Pre-recorded content from media databases can also be expensive. However, user-generated media/music is free and highly effective.
All you have to do is encourage your audience to share their own story on social media—Facebook, YouTube, Instagram, or Twitter—using a campaign hashtag. Then, your marketing team can aggregate the appropriate content and repurpose it into a full video. For example, this Wochit News video aggregated tweets with the viral hashtag #IfIDieInASchoolShooting and combined them into a powerful video about mass shootings in the United States.
Step 3: Keep It Simple
Last, but certainly not least, keep your creation process simple. When creating videos, you don’t need to go all out and reinvent the wheel. Instead, you can use templates and storyboards to quickly and easily create one-of-a-kind videos that your audience will love. And the best part is that a template can be used over and over again to create new videos using simple drag and drop.
You can also simplify the video production process by using a predictive video creation platform. Wochit provides professionally crafted storyboard templates; offers a collection of licensed graphics, videos, and music tracks you can use at will; includes advanced editing capabilities; and streamlines the distribution process. From ideation to publication, your video creation a process can be both cost- and time-effective.
Creating high-quality videos doesn’t have to be complicated or cost an arm and a leg. You can create awesome marketing videos on a budget with your own in-house team by choosing the right style, user-generated content, and tools.