Creating video content can seem like a daunting – and expensive – task. From planning and pre-production all the way through to posting and hosting, without learning the right approach, you may lose the benefits of video marketing. Capsule’s here to help you make the most of your video content, both in production and promotion, with our top video marketing tips (on a budget!).
Will video marketing help my small business?
In a digital-first world, attention spans are decreasing across the board, but nowhere is this more apparent than on social media. The consumer has the power to just scroll past your post, or advertisement, without considering it. That’s why your content has to be more engaging, creative and relevant than ever.
Video content is a great way to achieve those goals, building better relationships with clients by being open and clear about who they are buying from. Establishing a strong brand identity and voice is essential for creating any successful marketing campaign.
Video is a medium which can be recycled in many ways, a video made to showcase your brand on a website homepage can be cut down into the most impactful clips to be used in paid social advertising, at conferences, in email newsletters and more. Social media algorithms privilege video content, which means that using it the right way is a great start in establishing your brand identity.
Is video production expensive?
It can be, but it doesn’t need to be! As long as you focus on your brand identity and voice, as well as clear-set goals in the planning and pre-production stages, your video will be successful. Furthermore, there are ways to create a less expensive video.
Primarily, you don’t need a full-scale production set-up or intricate and high-end animation to make a successful marketing video. Starting off with quicker, and more basic animations such as GIF’s are an easy stepping stone to understanding what video can do for your brand. Or, using social media video-based trends, where relevant, are a way into generating views.
It’s tempting to overlook video as too expensive, and ineffective in terms of ROI. However, studies show that users retain 95% of a message when they watch as opposed to only 10% when they read it? That’s why our team at Capsule find it incomprehensible that businesses looking to grow aren’t utilising the opportunity.
How do I promote video content on a tight budget?
Promoting video can be just as budget-friendly as creating it.
If you initially capitalise on your website, placing your video prominently takes advantage of your prime digital real-estate. Visitors to your site may have increased session times, and will gain a clear understanding of what you do from their first moments engaging with your brand.
Furthermore, organic and free platforms such as Facebook, LinkedIn, Youtube, TikTok and Instagram are potential platforms for promoting your business. Each of them have their own algorithms, like Google, which prioritise certain content on user homepages. Learning how to capitalise on these systems is the key to free distribution.
Capitalise on your expertise around your target audience– are there communities, groups or forums online or in-person dedicated to your industry or niche? If it’s free to post here, engage with them and promote your video to benefit from a quick burst of traffic and increase awareness of your brand.
Using paid social media advertising is a helpful addition to these channels, when focussed on your core audience. Avoid a broad approach with paid social advertising, and drive resources to identifying and reaching a small audience open to your brand.
Getting the most out of your existing video content?
Recycling content is a great way to grow your ROI in video marketing. Breaking up your video into snippets is a great way to fit your content to the platform. If you produce articles based on these distilled clips, you can use those clips to drive traffic to a blog or news section on your site.
Furthermore, when hosting the video on your site, or on text-based social media platforms such as twitter, optimising your video for SEO will increase its reach. This may include providing video transcripts, carrying out video keyword searches and providing alternative and accessible text adds value for your audience. These are the sort of features that the algorithm prioritises, which means that they are also your priorities when it comes to creating video.
How can Capsule help get you started on a tight budget?
Largely the thing that makes video cheaper to produce is expertise in creating and distributing video content in the sales funnel. Working with Capsule means that we can take care of those technical elements of video marketing, without the need for you to invest time in the project.
What’s more, our in-house team of design and technical experts are well equipped to create effective videos to budget and position wherever it its most effective.
We know you might not have an idea for video content right now, but if you’d like to explore what Capsule can do for you or want to bring an idea to life, contact us today.
