By now we all have dabbled with YouTube or Vimeo, shared videos and other content on Facebook, it’s the world we live in today – fast, creative and hopefully significant. However, the question is still being asked, “Can I really participate on the video or film front when I do not have a large advertising budget?” The answer is, “Yes you can!” and it’s easier than it looks.
Certainly, a budget will make it less difficult, but all sorts of viral videos were created with less than huge sums of money. Take the Dollar Shave Club for example. With a budget that has been said to be under $5,000/video you have a simple yet effective online campaign with major impressions, like seventeen million views. Or Wendy’s Lookbook, again, small budget that produced big numbers, twenty eight million views for one sequence. By using creative thinking, a little elbow grease and a sense of trust in the video platform, you too can out shine the competition.
In an effort to get the brain wrapped around the concept, consider these statistics. Back in June of 2013, VB News reported: By 2016, U.S. online video viewers are expected to double to 1.5 billion. That’s a billion with a “B”! Take Distilled.com when they shared their research that video posts out-perform traditional blog posts in social media. Facebook Likes: Posts without video – 480.82, posts with video – 639.72. And for all of you retailers out there, Comscore says; Retail site visitors who view video stay two minutes longer on average and are 64% more likely to purchase than other site visitors. This equates to video usage that out performs and becomes a mainline to revenue.
Given that we at Rumbletree leave no stone unturned when looking for new and effective ways to promote, we have come up with a few suggestions for your next video production, large or small. (I) Have a goal in mind and spend time conceptualizing. By taking time to brainstorm both the content and the visuals you will be ahead of the game when the production crew asks for a formal script. (II) Make your video compelling quickly, viewer dropouts are high after one minute. (III) Always, and I mean always. include a call to action. It may seem obvious, but you would be surprised how many videos we see that lack in this function. (IV) The work doesn’t end once the video is published, it is just beginning. Be active on the social front, engage followers and collaborate with partners. A follow through is essential.
Take the New Hampshire Tourism “Live Free” campaign as an example of short, sweet and effective 15 second spots that bring to light the simplicity of momentous occasions.
The video format is not only hip, but also very valuable. If you run into any questions along the way, let us know, we are here to help find your voice.
Carter Davidson is Rumbletree’s staff Video Producer. When he’s not researching his next project or in the edit room, you can typically find him chasing light in a beautiful part of the world.