I’m fortunate to be in the business that I’m in for a multitude of reasons. One reason? Video is king right now. All trends are up for production and consumption of video. But there are plenty of challenges to running this business. One challenge is the balancing act of the quantity vs. quality and how that plays with budgets. Obviously, hiring an outside video partner is always going to be more expensive than picking up your phone and shooting the videos yourself. But I won’t get into the pros and cons of DIY video vs. professionals (that’s another blog) instead, I’ll focus on how best to use your budget when you are working with a production partner.
Produce More Videos
A few years ago, our videos were averaging 3-5 minutes in length. Now we’re closer to 1-2 minutes in length. Honestly, production time for a 3-5 minute video vs. 1-2 minute is not demonstrably different. Break up your topics and messages into shorter, multiple videos. More content, more touch points with customers, bigger impact on search.
Plan for Multiple Videos
Even if you have only one video you need to produce now. Shoot extra footage, ask a few more questions, bring in another spokesperson. Production is the most difficult part of the video making process. It generally requires the involvement of the most people and has the largest impact on people’s schedules. So if you’re doing it, get the most out of it.
Leave plenty of time for B-Roll and Extra Footage
I’m constantly in the edit room looking for more footage of products, services, people and general b-roll for the video I’m working on. Build your library of this and when someone comes up with an idea for another video in six months that they want for a sales pitch, trade show, announcement, etc., you don’t have to think, how can I schedule a new shoot in two weeks? Half of it is already done. It’s always more manageable to just deal with an edit session than have to schedule a shoot on top of everything.