In the throes of the festive season, we’re liable to spend a lot more on ourselves, friends and loved ones than we should. Yet this is often the reverse attitude for budgeting your marketing over the New Year.
Video, in particular, can seem like an extravagance: something to be cut back at every turn. This, however, ignores the massive ROI on professional video campaigns. By 2019 80% of commercial internet traffic will be made of visual streaming. It is the future, and it will reward smart investments.
But that isn’t to say that a modest budget isn’t achievable. Today, we’re telling you how to weigh up what you can afford.
Prioritise your platforms
It doesn’t always pay to make generalisations. But when we come to video content, there is no harm in deducing who your audience are, what they want, and the places they visit to view and share your stories. In fact, it’s a necessity – a misfired video strategy is going to waste any money you put into it, whether that’s a little or a lot.
So for example, Instagram clips might be quick, easy and cheap to film, but are only effective with certain products (probably those that require a visual demonstration for the user). Longer-form content, on the other hand, is perfect for YouTube, Facebook and Vimeo, whilst live streams in Periscope can carry on cheaply for hours at a time. See where a direct, social-led video can have the widest impact; it’s about the message and a tailored context, not how many complicated elements you can afford.
Set a consistent budget each month
There has to be a fair degree of sustainability for your content distribution – otherwise, it’ll look sporadic and ill-matched. Just like blogs or marketing emails, videos must have a clear schedule for the year. That means budgeting the month-by-month costs, spreading your resources as equally as possible. That way, people will check back with you to see new uploads, confident that they’re going to keep finding more content.
You might reserve £500 for a video that lasts a few minutes – surrounded by shorter, less pricey films – every four weeks. Some businesses, on the contrary, may want to siphon funds to one or two months in particular, such as a time of intense seasonal activity. In any case, have a backup amount (between £1,000-£2,000) that can be poured into spontaneous concepts.
See where you can economise the filming process
Do several videos have crossover potential with the same actors, locations or ongoing projects? If so, you can shoot them in one block, paying less for re-shoots or additional travel for the crew. Several interviews could be done in a single day, ready for distribution over the ensuing weeks. Likewise, a production team can record many aspects of your big commercial event, and prepare them for a drip-feed over social media.
Draw up a cohesive plan for content that’ll require the same equipment and resources. You’ll save hundreds of pounds, providing you time the shooting windows so they match up together.
Remember all of these tips when finalising your video marketing budget for 2018. It’ll work every year, allowing for a change in aims or professional demographics. And to realise that vision, call HSQ Productions today – our portfolio of great business content is waiting for a new, cost-efficient addition that knows just what your brand can be.