As the old saying goes – Keep It Simple, Stupid. Well, we’re no strangers to that in the video world. The more complex people make their videos, the higher the cost, and longer the completion time. The main thing to keep in mind when making video is that the content is the king. Think about this – if you can keep video simple, you could easily make over 100 videos a year. Let’s show you how.
There’s a few reasons video can become complex:
Too many cooks in the kitchen – This has to be the biggest reason that video gets too complex. When a company comes in to make videos, there’s too many stakeholders who all have their own opinion. “Move the text over to the left.” “Wait, no…to the right.” “Wait, back again.” All of a sudden, after people-pleasing, the product is delivered weeks past the deadline and it is a complex, jumbled mess.
Combat this: Create a “funnel” where all of the ideas for video production go into. Set one person at the bottom of the funnel who will listen to all ideas and make the final call. This person must be empowered to make the final call and not be afraid to say “No” to some people. This person will listen and work with your vendor to make everything look good.
Too many messages – All too often, companies want to create a video for their website. The problem is that they have a few different verticals, and they feel that they must address all of these verticals in the one video. Guaranteed, this is how you end up with a 5-8 minute video that nobody will watch all the way through.
Combat this: Don’t make one video. Make a video for each vertical, message, client, etc. Make those videos quick – no more than 90 seconds, and direct people to them, or segment out your audience individually. Fortunately, we know a vendor that makes 8 videos for $2,950.
Too much value associated with video – Video is new to a lot of companies. When doing a video, it can cost upwards of $1,500 per finished minute (Note: not at GoNetYourself). The problem is there are millions of videos out there, so assuming that your one video is highly valuable in the marketplace is a recipe for disaster. Everything must be poured into this one video, and if it is not perfect, then failure ensues.
Combat this: Say this with us right now “Video is an essential Tool.” Say it again. Believe it. Video is a piece of your marketing strategy, not the whole thing. Video does not immediately solve all problems, but it is essential for engaging people. Know that your video will be dead in 6 months, at which time you will have to produce another one. It’s okay!
A lot of times, making video simple is a chicken-and-egg scenario. You’re not going to be able to trust one person at the bottom of the funnel until it’s actually effective. You can’t force yourself to segment messages until you do it. Value is associated with video until you see that releasing the pressure makes better video content.
Simple is better. Less is more. Video needs to follow these principles – and if you can, then we don’t see why your company can’t produce 100 high-quality videos or more in a year. And you could be at the helm.
Want more info? Talk to us.