Most brands understand that they need to utilise video in their marketing strategy. But the common conception is that video is 'too expensive and 'too time consuming'. Sure, if you're creating something like Guinness' TV Advert then it absolutely is (over £12 million FYI). I'm here to say that it doesn't have to be. The average user spends 88% more time on a website with video, so you wouldn't be far wrong in saying you need to create a company video for your homepage, but that's just one aspect of video marketing and one channel of delivery. In the rise of the attention economy and the power of social media, video can and needs to be utilised across all platforms and channels available. YouTube is currently the largest video platform and the second most trafficked website behind Google. However, Facebook is hot on it's heels as social media platforms have transformed their strategies to prioritise video. Facebook videos receive 135% more organic reach on average than a Facebook photo and given that 100 million hours of video are watched each day on the platform there is a constant need and opportunity for your brand to continually produce engaging content.
Creating video is more cost effective now than ever before. You can shoot in high quality, 4K video with your smartphone or a DLSR. Making video cheaper and easier than ever for the layman but in the midst of lighting, lenses, sound and editing software it can still be a pretty daunting prospect and you may not get the results you desire unless you engage with a video production agency. I know what you're thinking, of course I'd say that given that I work for a video production agency. That is true, but I'm here to tell you that if you do work with an agency then make sure you're prepared and ensure you get the most out of them so that your content can flourish across all platforms. Here are a 5 tips to help you get the most out of an agency:
1. Understand why you're creating a video
Ultimately, one of the main reasons for engaging with an agency is to help conceptualise and develop an idea and turn it into engaging content. While you may need their help to develop the idea it is important that you bring to the table your purpose for creating a video. Are you looking to strengthen your brand, encourage more signups or engage your community? Figure out your target market and identify the why early on to ensure that the project heads towards that goal no matter what creative direction it takes.
2. Find an agency you like!
Now that you've identified the purpose of your video, team up with an agency you like. Share with them your company, vision and purpose and ultimately make sure you like the people you'll be dealing with and their work. Finding a common ground will lead to a much more streamlined process and getting them on board with your idea will help the creative juices flow. Plus it's a lot more fun when you get to work with people you like! Ask for recommendations from companies you admire and people you know and ask as many questions as you can to make sure you're on the same level.
3. Get involved but be open to ideas
If you've done steps 1 and 2 correctly then you should be pretty confident that the agency understands your purpose, brand and message so you will be happy to give them the creative reigns. Keep active in the process and provide input as and when it's needed but remember the reason why you hired an agency, they do this for a living. You have to trust in their ability to produce a video that you're happy with.
4. Know how you're sharing the video
There is no point in creating brilliant content if it's gets lost in the ether of the internet. Work in tandem with your agency about how the video will be released to ensure maximum impact and return on investment. You can find out key demographics of your followers on all social platforms so be prepared to provide different content on each to support your video. For instance get shorter clips, GIFs and stills to supplement your video and drive people to watch it. Discuss additional content beforehand so this can be taken to consideration on shooting days if necessary.
5. Be open about your budget
It is important to be as open as possible about the budget for the video so that the agency knows what parameters it is working within and it will give you an idea of what is possible for the price range. Addressing the budget early on avoids any time wasting and ensures both parties know what to expect, plus it avoids any awkward conversations or situations once you've set the wheels in motion.
Hopefully these 5 tips will help you if and when you need to engage with a video production agency and ensure the process is a smooth one. Contact us if you require any advice on the above or if you'd like to discuss any potential video ideas.