We’ve recently been discussing the new basic of corporate advertising: video. Video marketing is the modern must-have for businesses. There are numerous strategies you can implement in order to make your video marketing successful, and one of them we will discuss here.
Now, one of the most common forms of general marketing is continuous advertising, which is constantly reminding consumers of the need for a good or service. Put together, you get continuous video advertising.
An excellent platform on which to do this is on social media, but it can also be accomplished via television, radio, or the web (amongst other print advertisements.)
In this post, we will discuss some methods and strategies you can employ to help with your continuous video marketing on a budget. These are all methods that we have developed and tested with clients.
Talking Heads
One way to create multiple videos in one sitting is through the talking heads approach. Typically with talking-head videos, you are interviewing or chatting with an industry expert. This expert can give advice or information about the industry, tell a story, or describe a process; whatever suits your company’s needs. You can have the expert discuss their segments in short, informative paragraphs. These segments can be split into numerous videos that can then be drip-fed over various social medias through an extended period of time. It is easy to make ten or fifteen videos in this manner, depending on the length you are going for.
Event Opportunity
Another method very similar to the talking-heads video is to capture interviews at any event you may be hosting. At conferences ortrade fairs, the cream of the crop attend to network and show off their new goods. In a similar way to the strategy above, you can speak with multiple prominent leaders that come to your event; asking them questions relevant to the industry, or about why they are attending. You can then distribute that content over a period of time.
Time Lapse
Though this takes more time on your part, quick time-lapse how-to videos can be both entertaining and useful. An excellent example of this method is Tasty, which can be found on Facebook and Instagram (among other social medias). They do a great job content marketing by creating simple, short cooking videos that includes their logo. They are low-budget in production and require minimum editing.
Perhaps consider using this method to demonstrate some of what your company does or create how-to videos for potential consumers.
Advice-Based Content
Another avenue to produce content is advice-based videos. We have included an example of one of our projects below with Atlas Fine Wines. Essentially, advice-based content will give potential consumers tips or explanations about something related to their industry. This can help stir interest in your business by giving little tidbits of information here and there. You can format it similar to the talking heads video, by filming someone speaking on different topics and then distributing the content sparingly throughout several weeks or months.
Bumper Videos
Another method is one that Google offers, called a bumper video campaign. Bumper ads are short—6 seconds or less—and viewers can’t skip them. They are meant to be micro commercials with a memorable message for the consumer. This would require minimum filming time, so it would be relatively easy to create several of these with only one day of production. You can also more easily target your audience by using YouTube’s “Director Mix,” a technology that allows a company to create thousands of video ads tailored for different audiences using a single creative asset.
Repurpose Content
Another way to get the most out of your raw video footage is to reuse it. Especially when it comes to ‘b-roll’, or cutaway shots, this type of video can be re-edited and used in other videos. This can help you save time and money in the long-run. You can cycle your ads at different times on different social platforms, too–this will help you expand your market but also not have too much repetition for customers who ‘follow’ you on multiple social medias.
There you have it—above are six methods to help you continuously market your video ads on a fixed budget. Overall, minimising your production and post-production time is going to be key in keeping costs down, so utilize what you already have.