That’s the number of times your team has shared the same year-old brand video in the past two months. Between your social publishing platform and emails to your audience, your video marketing has been getting progressively staler over the past year, and you’re concerned it’s becoming a bit too obvious.
But your team’s hands are tied. You don’t have the equipment to produce high-quality photo or video, and you don’t have the budget to outsource that kind of production to an external team. This leaves your team making use of what they have, using the occasional cell phone photo or in-house graphic. You bide your time until the end of the quarter in hopes of juggling the budget to make a new round of video content—only to release it into a marketplace totally oversaturated with video content.
It’s not difficult to see why some content teams find themselves in a video marketing rut. Whether it’s out of habit or a lack of resources, brands sometimes find themselves falling behind the competition, but can’t seem to find a way to break out of the pattern without investing large portions of their budget or time. The good news is that with the increasing popularity of visual content, there are more ways than ever for marketers to take advantage of fresh new tactics and quality equipment, without disrupting spending and workflows.
When it comes to cleaning up a brand’s video presence, it’s easy to get caught up in thinking about the video itself. How should it look? How long should it be? How intense of a production are we signing up for here? But if you’re just planning on producing content and posting it to your YouTube channel, then your team is likely missing out on a number of opportunities in terms of your video format.
One of the more popular contenders in this space right now is live video, and it’s not difficult to see why. Live video offers marketers an easy way to make timely, relevant content without the expectation of studio level production values (though if you’re lucky enough to have a team equipped to pull this off, it can help you stand out from the competition). What’s more, the relatively new nature of live video means that users find it interesting, and the platforms investing in it tend to give live content a free boost.
Using live video can be an easy way to get your team’s feet wet with impromptu video production, while more formal projects can provide a lot of value later. For instance, your team could produce an informative live webcast that addresses some of your audience’s consistent problems, and then turn the recording of that webcast into gated content down the road. Just like that, you have two lead-generating video projects for the price of one livestream.
For teams that aren’t ready to dive right into new production, however, there might be fresh opportunities in creating micro content. Over the past few years, the popularity of GIFs has skyrocketed across the web, making them a powerful marketing tool. Consider combing through some of your older video content and creating informative clips that highlight specific tips or insights, which can then be used to drive interest across your social media publishing platforms. Using GIFs isn’t difficult and can double your team’s visual content inventory—so long as you know how to implement them in a way that fits for your brand.
Image attribution: NeoNBRAND
Even with some new formats under your team’s belt, every marketer would love to have a budgeted way to improve their visual quality. As long as you know where to look, you don’t have to spend a fortune to make dramatic improvements to your video production.
Often the best place to start improving your team’s visual quality is your cellphones. From social updates to live video, phones tend to be the most convenient equipment at your team’s disposal, but often produce the lowest quality of work. Small investments in cell phone tripods, unlocked photo and video apps, or, for the most ambitious teams, cell phone lens kits, can help you make huge strides towards improving video quality.
One of the most common techniques for making studio grade video so excellent is advanced stabilization. Gimballed devices help filmmakers keep their video looking smooth even while running, jumping, or simply panning across a nice vista. For a small bump in price, it’s now possible for your team to take advantage of this same tech for your video content. Whether you just want a system that will stabilize your cell phone video or an entry-level camera with built in stabilization, your team can now have all the tools necessary to produce cinema-style content—for the price of a video freelancer’s daily rate.
Not many brands have taken advantage of 360-degree content, though it’s been available for several years. But producing 360-degree video and photography isn’t as daunting or expensive as you might think. Consumer grade 360-degree cameras can provide your brand with a relatively cheap way to see if this format might work for you. For a slightly higher price point, your brand could be one of the first to produce 360-degree video by using a multi-GoPro rig— a system not necessarily for the faint of heart, but also not impossible for mid-size content teams.
Image attribution: Jakob Owens
It’s not hard to see why so many mid-size marketing teams end up with stale video marketing. The marketplace moves fast, audiences have short attention spans, and finding the time or budget to produce even one video can seem like an overwhelming task alongside your already breakneck publishing schedule. By thinking carefully about what might interest your audience, taking advantage of opportunities afforded by new video formats, and by making a handful of relatively cheap purchases to equip your team, it’s possible for savvy marketers to turn their otherwise stale video marketing scheme into a well-oiled machine producing cinema-quality content.
Featured image attribution: pixabay