Creating Hardworking Video Content on a Budget

As brands invest more in the capabilities of their in-house teams, the desire for video content tends to increase. Requests begin to fly in for video—internal, external, social, communications, meetings and more. We recently surveyed in-house producers and found that, in their new reality of increased video to-do’s, the main hurdle is shrinking project budgets.

So how do you best utilize your budgets, time and creative to make more video with the same (or fewer) resources? Here are a few things we recommend:

Bundled projects. A simple approach to overcoming a limited video budget is to bundle deliverables. At the start of each project, we ask clients what else can be captured on location while filming is taking place. Could an interview about company culture also be an opportunity to capture empowering messages from an executive to their team? Bundling enables the "per project" cost to go down without sacrificing quality.

Video campaigns. Producing a video series vs. a one-off video is still one of the best ways to maximize resources and minimize costs. Always consider whether a single video could turn into two or three pieces of content for little to no additional cost. It almost always can.

Content lifts. We recently worked with a client to create motion graphics for their new website. Through the planning process, we found that they had multiple messages they wanted to communicate. Ultimately, we created a brand of illustrations that were repurposed for a variety of channels. In creating your own video, determine if there is content that can be used in multiple ways. Segments of your original video might be used as loops on social media or even repurposed as their own mini campaigns.

Combined photo/video shoots. Though nothing new, this is sometimes overlooked. Adding a photoshoot to an already-scheduled video shoot is an easy way to get more without having to pay more. Behind-the-scenes photos and videos can also create more content.

Production partnerships. In-house producers working directly with video production partners can be a powerful combination. Having the team that knows the brand and the team that knows production join forces leads to better ideas. And, a strong video production partnership will always result in developing more for the same or less.

1 Reader Comment

  • Steve Wood said

    Kudos for an informed and practical checklist. It resonates with the PetSmart in-house agency experience. As Boom worked with their creative and merchant teams, bundling productions was key. Indeed, bundling drives up efficiency and drives down unit cost. As suggested above, we often wrapped photography into the shoot, which can pose logistical wrinkles, but helps in the negotiation of talent buyouts for usage in multiple channels and timeframes. It is also well worth your time to think through content lifts. When you plan ahead, you can capture assets that will increase efficiency in post and deliver content for social media, websites, internal meetings and more. Finally, when you forecast future needs, you and your production partners can streamline production and post, negotiate favorable costs and shorten the learning curve from project to project.

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