3 Examples of Brand Storytelling with Video

20th April 2018

written by George Hughes

In recent years there has been an undoubtable shift in the way brands and advertisers are choosing to communicate with their audiences and customers. Not only is there a steady decline in traditional forms of advertising and a transition towards online video content but, the way brands are using video to advertise is also changing.

Whilst video adverts that play on the immediate desires of a general target audience still have a big role to play in general advertising, advertisers and brands are starting to see the opportunities to connect with their audiences with more meaningful content; content that is relevant to their lifestyles and emotions. What we are seeing now is video being created by brands that is driven more by narrative and storytelling as opposed to the “hard sell” video adverts that has been the norm for so many years.

Take this 2018 advert by Disneyland Paris – The Little Duck as our first example.


The video was posted on Youtube on December 25th and now has 2.9 million views and is the most viewed video on Disney’s channel. It is a video led entirely through narrative that plays with the audience’s emotions. The story is relatable to both an older generation who remember Donald Duck and a younger generation that engages with high quality animation and cute animals. What works well with this video is that it sells the desire to visit Disneyland Paris through the story of the little duck, without needing to mention ticket prices, accommodation or travel. The narrative of the video helps to build an instant and positive connection to Disneyland. 

A lot of brands now produce video content solely for online use because it not only costs less than TV advertising but can also reach an equal number of people. More money can then be put into the production of the video, making them appear more like short films or TV series instead of adverts. They are longer in length, have characters or a protagonist and there is a strong storyline that has a message relatable to the target audience.  

Here is another example by Mercedes Benz – Bertha Benz: The Journey That Changed Everything.

It is a video about the journey of Mrs Benz and her first fuelled car adventure. There is a strong narrative and a main protagonist, the production quality is high with a lot of detail put into the set design and costumes, and there is a relevant and modern message about female empowerment with the tagline at the end of the video “She Believed in Herself”. It is 4 minutes long and therefore would be too long to run as a TV advert but works incredibly well as an online branded video because it’s interesting, eye catching, different from what Mercedes have done in the past and has a meaningful message. 

Creating an online video for your brand that uses storytelling can help you to reach wider audiences that you might not already engage with. The reason the Mercedes Benz video works so well is because the message it is selling is worth sharing, so audiences are more likely to share the video amongst friends and family. The story is powerful and it builds strong emotions which help aids the positive impression of the Mercedes brand.

Here is another example by Delta Airlines.

A very eye catching and heartwarming video that works well at building an emotional connection to Delta Airlines. They’ve told the story of travelling through the eyes of a child which makes it seems a lot more exciting and desirable. What works well with this advert is the brief mentioning of the brand at the end of the video. If the audience is engaged and likes the video, they will need to wait till the end to find out who the brand is behind it. Because the story has been so engaging for the audience, when they see the branding they will respond positively to it.

These are just a few examples of story-led videos from brands that have come out recently online. Videos that rely on storytelling are highly effective at engaging your audience on a much deeper and more meaningful level and they don’t always need a big budget. It is more important to have the right strategy, ideas and script. And most importantly you need to know what story you want to tell.

With Christmas now a distant memory and January finally over, food and drink brands need to be focusing on what their next marketing campaigns will be, and there are many events and public holidays coming up this Spring that food and drink brands can take advantage of. The beginning of 2019 saw a tremendous growth in the participation of Veganuary and Dry January which both increased by almost a third from last year. So it’s no surprise that it was a hugely popular time for marketing teams of food and drink brands across the UK. So with Spring upon us, what special days are coming up that scream for food and drink video content?

 

There are a lot of great dates coming up, like St Patrick’s day,  Easter, and the period building up to easter like Pancake day and Mother’s day. But, it doesn’t just have to be national holidays that inform your video marketing choices, it can also be the changing seasons and the weather.

 

Walkers did a mini video on Youtube called “Walkers does Spring” with the slogan “Our crisps are hard to bleat this spring.” This type of video is easy to make and easy to market across all online platforms.

 

Arla created this GIF on Facebook titled “It may not feel like it, but today is the first official day of spring! Who’s looking forward to fresh spring flowers and warmer days?”

It may not feel like it, but today is the first official day of spring! Who’s looking forward to fresh spring flowers and warmer days? #Arla

Geplaatst door Arla op Dinsdag 20 maart 2018

 

Creating video content focused on a specific day of the calendar year can be a great way to gain positive exposure for your brand. Especially if you run them as video advertisements on social media and target audiences that are engaging with similar content.

 

Hellmans did a short and simple recipe video for pancake day last year which they marketed via Facebook. The mayonnaise is barely used or referenced but it is branded and you can tell that it’s a Hellmans video.

 

Towering Japanese Fluffy Pancakes; served with crème fraîche, crispy bacon and lashings of maple syrup.

Geplaatst door Hellmann's op Donderdag 8 februari 2018

 

Waitrose created a recipe video on Facebook that shows pancakes being made three ways. It’s a really simple video that has no reference to Waitrose products or services but it’s engaging, relevant and entertaining, so their audience can take something positive away from it, which overall adds value to Waitrose.

 

Enjoy these delicious topping ideas for Pancake Day! Which one is your favourite; mango mojito, maple butter and crispy pancetta or chocolate, banana and hazelnut?Read the recipe: http://bit.ly/2EyGZB1

Geplaatst door Waitrose & Partners op Maandag 12 februari 2018

 

Marks and Spencer held a flower arrangement event last year for Mothers Day which they filmed and uploaded onto their Youtube channel.

 

 

Easter is perhaps the best Spring holiday for food or drink brands to take advantage of, because it spreads a positive message, is widely celebrated and, is typically a happy, warm and colourful time of the year. Similar to the Waitrose recipe video you can create Easter related recipe videos like this one by Lurpak.

 

Roasted until golden and crispy, Whole Roasted Sea Bream is not your ordinary lunch. Recipe: http://bit.ly/2GjX24j #SeizeTheLongWeekend

Geplaatst door Lurpak op Vrijdag 16 maart 2018

 

Or like Marks and Spencer you could hold an Easter related event with either your company or customers like an exclusive easter snack hunt. Film the event and share it with your customers and audiences online to spread a positive and fun message about your brand.

 

Your videos don’t have to have such a strong reference to holidays or events, it can be as simple as adding the colour yellow or having some daffodils and tulips in the video. Typically, the audience will build their own connection to the event as long as you give them a nudge in the right direction.

 

Asda created this video advert last year for Easter as part of their “Meal Under £2.50 a Head” (which is a series of videos they run on Youtube). During the video there is no actual reference or connection to Easter except for the dancing daffodil in the middle of the table. Yet the video is effective at capturing people’s attention when thinking about Easter.

 

There are a lot of great videos food and drink brands can be making this Spring season. Using an event like Pancake Day, Easter or Mother’s Day to aid your monthly marketing campaigns is simple, effective and hugely rewarding. It’s one of the fastest ways to drive organic engagement to your brand, get great return on investments and reach wider audiences during an exciting and busy period. Have a think about the types of videos you could make and what your audience would like to see from your brand this Spring.

 

In today’s digital world, brands can now reach their customers with dozens of touch points from Google and Youtube to Facebook and Instagram. But there’s also a problem; with the proliferation of digital marketing, people are starting to become desensitised to online adverts – they’ve learnt how to tune out the digital ad noise.

 

As we move into the next decade of the 21st century, brands will have to work far harder to connect with their “audiences”. Conventional advertising won’t be enough. They will need to create educational, entertaining or informative content that puts their “audience-first” – putting the customer’s needs before the brand. Not only will this help them to compete for their customer’s attention, but it will also enable them to create a more meaningful relationship with their customers.

 

For consumers, this “Audience-First” video content will compete for their attention with TV programming and other forms of entertainment. The only difference is that the video content they love to watch online, will be powered by brands. For the Brands, the video content they provide will enable them to create a connection to their market and loyalty beyond anything they had experienced before.

 

A lot of major brands like Volvo, Patagonia and Red Bull already have Youtube channels dedicated to audience-first content. These include informative series about interesting people, places or topics that they know their audience will enjoy watching. Volvo run a documentary series called “Human Made Stories” looking at amazing people doing incredible things. Red Bull’s focus is on extreme sports; people snowboarding, mountain biking or surfing, where the only mention of Red Bull is a logo in the corner. And Patagonia do a series called  “Workwear” looking at craftspeople and workers doing interesting jobs. It’s not heavily branded and it’s video content that normal people love to watch.

 

So how do you get started with audience-first video content and how can you incorporate it into your own marketing strategy?

 

It’s firstly important to understand your demographic – their interests, their dislikes, their habits and their activities. You need to understand what sort of video content will resonate with them. It’s clear that a 25-year-old women in London may not enjoy watching the same content as a 50-year-old man in Leeds, unless they both share similar interests and passions. Once you’ve found a common thread to your customers, try to come up with ideas for video content that will resonate with them.

 

Social media platforms offer great tools to connect with customers and find out what they are interested by. Using Instagram stories you can directly ask your audience questions. By using “polls” or “ask me anything” tools, you can find out first hand what your audiences are interested in. So if you want inspiration for your first Youtube series then post the question on Instagram.

 

Audience-first content doesn’t have to be a massive production of documentaries or nation engaging stunts. It just has to be content that is made for your audience, whether that’s “how to videos”, interviews with experts, or recipe videos. At its core, Audience-first content should not be too heavily branded or advertorial. You need to make your audience forget there is any kind of branded message.

 

For more information on Audience-First content please feel free to give us a call or drop us an email. We always encourage our clients to explore audience-first content as we see this as the future focus for brands.

3 Easy Steps to Get Sales with Video

Video is dominating the digital marketing space at the moment and the statistics speak for themselves. According to Google nearly 50% of internet users look for videos related to a product or service before visiting a store and video ads have an average click-through rate of 1.84% – the highest of all digital ad formats. (Business Insider). But what’s the best way to drive sales for your business with video?

When it come to sales, Google describes the consumer marketing journey in its own framework “See, Think, Do”. In short, these are the 3 phases a customer goes through before buying your product. First, it is awareness of your product or service. Next, they signal an intention to buy and finally, they buy.

Whether you are a B2C brand selling a consumer product or a B2B business selling a service, you need to create a funnel of interest and leads at the start of your consumer’s journey and then guide them through these 3 steps before asking for a sale. The best way to do this is with either an online advertising campaign, an email marketing campaign or a mix of both.

1. Inform

Run some general awareness video adverts on either Google, Youtube or Social Media. This is for the people that don’t know you and haven’t even heard of you. Get them familiar with your business through targeted video adverts. Identify your audience first, decide where the best place is to reach them, then create adverts that softly introduce you to them. Don’t try to strong-arm them with a sale at this point. Brands that use video marketing grow their year-over-year revenue 49% faster than brands that don’t. (Wirebuzz)

2. Educate

Often, your ideal customer doesn’t know they have a problem that you can solve so begin to educate them. Let them know about the value of your product and why it is a good fit for them. In their buyer journey, when they are in Google’s “Think” phase, they will be seeking out information before making a decision so this is a great time to educate them. In fact, searches related to “how to” on YouTube have grown 70% year on year. (Google) Either send videos to your prospects via email (if you’ve captured their information) or re-market to them via Google or Facebook pixel. As I’ve talked about in a previous blog, think about creating videos that focus on the problem rather than the product. For example, if long distance runner is having a problem with blisters and your product solves that, then create content that unpacks “why” blisters happen in the first place, then how your product helps.

3. Offer

Buyers love a deal so run a promotion and deliver the promotion in a video. Run these videos as either 15 second adverts to the same audience you have raised awareness with, re-market to your existing audience or email them directly. Remember to have a finite time-frame on your offer and a definitive cut off point. The video should have a very strong call-to-action so prospects know how to redeem the offer. And remember to keep your videos nice and short. Nearly two-thirds of consumers prefer video under 60 seconds. (Insivia)

A recent survey by (Buffer) found that 73% of marketers said they’d create more video content if there were no obstacles like time, resources, and budget. But always consider that if you create a well-structured video marketing campaign just once, it’s much easier to then replicate it. It will be worth the time, resources and budget you may waste on less effective strategies.

If you want to talk to us about how to drive sales for your business using video then drop us a line at info@smallfilms.com

The word branded content gets banded around quite frequently but what does it actually mean? How does it specifically apply to video? And how can I use it to win more customers?

Wikipedia (always to be taken with a pinch of salt) defines Branded Content as “the practice of marketing via the creation of content that is funded or outright produced by an advertiser” as opposed to “content marketing” which “is a form of marketing focused on creating, publishing, and distributing content for a targeted audience online.” Surely then that’s different to advertising which Wiki describes as “Advertising is a marketing communication that employs an openly sponsored, non-personal message to promote or sell a product, service or idea”?

Confused? You are not alone. I’ve sat through many talks with industry leaders who often find it hard to put their finger on the true definition of “branded content”. The lines between advertising and content marketing are often blurred, but one truth remains; branded content offers value to the audience but serves the brand that created it.

If you are interested in what counts as branded content and how to define it then here’s a series of examples from the Haagen Dazs Youtube Channel…

This is their advert. No two ways about it. They are showing the product and pushing their agenda.

But then look at these three videos and their different forms of branded content.

This film was made by well-known filmmaker Morgan Spurlock. It’s a mini documentary that is sponsored by Haagen Dazs. So its branded content right? Seems simple enough.

And what about this video? It tells the story of the Jam Stand company. Seems like a classic bit of content marketing; an interesting story about these entrepreneurs, with a bit of product placement toward the end.

But then it gets slightly confusing. This video is an amazing 360 VR experience looking at the plight of the honey bee. Its a great bit of content that adds value for people watching. But it was commissioned by Haagen Dazs to shout about the social purpose work they are doing so it’s strongly pushing their agenda. So is it branded content or a clever bit of advertising?

Ultimately semantics aside, there’s one thing that unites all three pieces of branded content; they all put the “Audience-First” by offering value to the audience rather than being just a straight-up advert. And when you are creating video, this part is critical if you want to generate more interest in your company, greater customer allegiance and sales.

So how do I create branded content for my business?

Its actually quite simple to create your own branded content. It just takes a bit of planning and a strong understanding of your target audience.

Think about your customer demographics and what interests them. Then start to build a content plan around that. Remember, you are putting your “audience first”, not your company agenda. So all the videos need to be informative, educational, interesting or entertaining. Don’t push the company agenda too heavily. Give your audience something first and then be grateful when they give you their allegiance.

For example, if you are a tech company that’s developed a new app to help people find car parking spots then what content would your customers find useful? A video guide to all the different ways you can pay for parking? Videos with insider tips on parking in major UK cities? You can even start to look at concepts that are less directly aligned with your company’s purpose like “DAB Radio Stations reviews”, “How to avoid road rage” and “Cheap fuelling spots in the UK”.

If your company has a social purpose or passion that you are aligned with, then explore creating content around that. So if your Parking App company also campaigns for the promotion of electric cars or you back an environmental charity then why not start a web series interviewing interesting people about those subjects?

Back when I worked in the TV industry in the development department, we’d cook up ideas for television series in a brainstorming meeting. Once we’d considered the TV channel we were pitching to and its tone of voice, as well as the viewer demographic we were appealing to, we’d come up with ideas that we thought they might like. We’d then plan out every episode of the series with post-its on a whiteboard until we had a well-formed plan to pitch to the commissioners at the TV channel.

The same plan of action should be taken when creating a branded content plan. Think of your Youtube channel as your own TV channel and you need to create different TV series to populate that channel. How frequently do you want episodes to show? Once a week? 2 per month? And how many months will the series last before you assess its success?

Why bother when I can just run paid adverts?

The online landscape is saturated with advertising. We are bombarded with it day in, day out. People are becoming desensitised to advertising and we’re learning to tune it out. Not to say that online adverts don’t have their place; they absolutely do. They are great for brand awareness, direct calls to action and can even go viral in their own right. But if you want to cut through the noise and engage your customers on a more meaningful level then you need to be creating your own branded content video plan.

I truly believe that brands can be the driving force behind meaningful video content that adds value to people’s lives. And the good news is you don’t have to be a multi-national conglomerate to do it. In fact, for startups and SMEs, branded content can be one of the most affordable and effective ways of generating new business. So what are you waiting for?

If you want to talk to us about how to create branded content for your business then drop us a line at info@smallfilms.com

Marketing to millennials.

As the digital landscape changes and consumers become more media and tech savvy, brands are having to adapt quickly in the way that they find customers and market to their audiences. Recent research has shown that display advertising is rapidly losing its effectiveness due to the widespread use of ad blocking software and viewers’ increasing tendency to distrust and ignore explicit marketing techniques. After sixty years of overt disruptive advertising, it seems audiences are getting wise to it. Technology is putting the power firmly back in their hands. Digitally competent consumers can now decide when and how they interact with brands and demand uninterrupted digital experiences with value-adding, entertaining content to keep them engaged.

But with more global competition and marketing noise than ever, this increasing rejection of hard-sell advertising means that brands now need alternative ways of reaching their audiences. Branded video content has therefore become the newest and most effective tool for brands to engage with their customers.

So what exactly is branded content?

It’s complicated! There is much disagreement about what actually differentiates ‘branded content’ from other forms of marketing. At its very basic level, branded content is customer focused and puts the brand’s ‘audience’ first. Rather than traditional advertising which informs and persuades customers of brand benefits, branded content takes a different approach. Treating its audience as real individuals instead of merely ‘customers’, branded content attempts to foster relationships socially and emotionally with consumers through tailored storytelling and engaging creative content rather than explicit advertising. The aim is to build customer loyalty and an authentic brand-consumer relationship rather than strong-arming people into buying your products.

The evolution of advertising into branded content.

Traditionally, brands have sought to reach new or larger audiences through paid advertising with the big content publishers and broadcasters. In the past they might have taken thirty second TV commercial spots and/or bought up display or banner advertising with print or online publishers. Of course this still happens, but brands are having to become less formulaic in order to connect with and engage their customers. Traditional advertising still has a place – but is increasingly being used as part of integrated campaigns with diverse types of branded content across multiple channels. Taking a more holistic approach to content and distribution in this way enables brands to achieve the sort of in-depth creative storytelling that viewers might actively choose to consume.

Types of branded content.

The point of branded content is that it should seem less like disruptive advertising and should integrate well into the surrounding online content and TV programming. Because of this, it can take many different forms – from sponsorship of brand-aligned existing programming to full length ad break ‘programmes’, documentary film collaborations, music videos and even feature films. It is this diversity of style and content collaboration with the big publishers and broadcasters that has led to a blurring of the lines between traditional advertising and programming and between brands and traditional content publishers. As long as this doesn’t advance brands’ agendas in a biased or dishonest way – the rise of branded content can be seen as a welcome injection of creativity and funding for traditional content publishing and programme making.

Here are some of our favourite types of branded content campaigns:

 The programme sponsor:

Wickes advertising sponsors Homes programming on Channel 4

https://www.youtube.com/watch?v=Qu6w7FZmDik

The full-length ad space takeover:

Waitrose ran full-length ad break ‘recipe shows’ with Heston Blumenthal and Delia Smith between food programming and have also launched their own YouTube channel to showcase their content.

 Moving into the online space – the brand ‘hosted’ live, cross-media TV show:

Carling partnered with the Premier League and Sky Sports to host a Friday night football show,  Carling in off the Bar – a half hour live pre-match broadcast from a pub, simulcast on Facebook Live, YouTube and Sky Sports with half-time match analysis streamed live on social media and post-match analysis. An ideal cross-media vehicle for Carling to reconnect with its target audience of 18-35 year old men.

The online value-adding content collaboration:

The Performers – Gucci with GQ

Featuring 5 of the world’s ‘coolest’ guys (according to GQ), this series of films followed 5 performers as they travelled to places of personal pilgrimage to share stories of their inspirations. The characters and stories take centre stage, but Gucci accessories are ever present.

The branded content commercial break replacement:

The US Comedy Central Channel is now running a 2 ½ minute branded content series once a month instead of a traditional ad break in an effort to blend advertising with quality comedy content and keep viewers watching.

http://handytheseries.com

The documentary film content partnership:

Volvo  + Sky Atlantic – Human Made Stories

Volvo partnered with Sky Atlantic to produce a series of inspiring short documentary films centring on the emotional impact of human innovation, raising brand perception of Volvo as a progressive, innovative manufacturer and taking advantage of the increasing popularity of socially-aware content.

The Lego Movie

The best example of a brand commissioning a feature film and probably the finest and most successful piece of branded content ever created.

 

Whatever the moral ins and outs of the rise of branded content and its impact on the big content publishers and broadcasters – one thing is clear, and that is that brand influence on the digital content we consume is growing – whether audiences perceive it to be ‘advertising’ content or not. TV – be it broadcast, playback or video on demand still accounts for 76% of UK video consumption and it’s where brands want to be (Thinkbox). With other vehicles like Facebook Watch up and coming, brand-funded programming and programming agendas are definitely here to stay. The less direct approach to marketing is working – and both brands and publishers are fast cottoning on to that fact. The big brands have started the ball rolling, but surely – the smaller ones won’t be far behind?

If you would like help with creating branded video content for your business – contact us here

Small Films are video content specialists. By combining strategic minds with creative flair we create powerful stories with video that deeply resonate with audiences, supporting our clients to achieve their ambitions in growing their organisation, brand or campaign.

 

Regardless of the type of client, industry or budget, we see the same pattern of mistakes emerging when brands decide to commission a video.

 

  1. Going with the cheapest quote.

 

When it comes to commissioning video for your business, the landscape for finding a video specialist is a minefield, littered with all kinds of video production providers; from marketing agencies to video production companies and freelance videographers.

When navigating your path to the right video producer, there is often a temptation to go for the cheapest solution.  In fact, your mate Dave is pretty handy with his Canon DSLR and filmed your sister’s wedding last year. And Sam from Accounts has a brother who’s graduated from film school and set himself up as a videographer. He’s willing to create your video for free. But before you go down the tempting route of finding someone cheap, consider this; what is the true cost of working with an inexperienced video producer?

 

Before we answer that question, let me ask another one… If you’d bought a plot of land and were about to build your family’s dream home who would you hire? Would it be a professional architect with a solid reputation, proven track record, references and access to the best builders, carpenters and plumbers? Or would you hire your next door neighbour’s son who’s pretty handy with a hammer and did their loft conversion last year?

 

When you hire an inexperienced videographer with no track record, you might save yourself some money on paper, but you’ll end up paying the price 10 fold in the long run. There is the chance that you’ll get lucky as there are some amazingly talented freelancers out there, but it’s a gamble you should be willing to risk losing. Inexperience can result in a whole host of problems from being given a poor quality video that can cause brand damage to a lack of professionalism, leading to an unreliable service and unexpected costs.

But beyond those issues, the biggest problem our clients have reported from hiring inexperienced videographers is the time strain and stress caused by them having to micromanage the project. As soon as the cracks start to appear in a video production, you will be sucked into trying to problem solve and sort out the mistakes.  

 

 

  1. Thinking of the video company as “technicians” and driving the creative from in-house.

 

There’s often a perception that videography is like photography – you need a photographer for a shoot, you just hire them to take photos. So surely a videographer is the same? But in reality the two are very, very different.

When you need product photos, portraits, fashion images or pictures of an event, you hire a photographer for the day on a flat rate with a potential cost for processing. But the minute you decide to create video of the same things, it becomes more complicated. And here’s why…

 

A photographer can rely on a simple moment in time, captured in a single image that tells a story. But for a videographer, that story has to be told through a series of video clips. And for a proper story to be told through video, the videographer needs to plan the shoot before hand and build a narrative. Unlike a photographer, the videographer also has to record sound from the environment they are filming in and then potentially add more sound to their video in terms of music or sound effects.

All this means that the video they create needs to be edited and that takes far longer than it takes to film. But that’s just the tip of the iceberg. For any production that’s more complicated, the videographer cannot work alone. Other players will need to be enlisted from producers, directors and script-writers to sound operators, lighting technicians, editors and motion graphics specialists.

 

Sometimes, brands and agencies believe that they can cook up an idea for a video in the same way they might plan a photo shoot, then hire a videographer to come and film the concept they’ve created. They are then surprised when at best it doesn’t turn out the way they expected and at worst is a complete shambles. Video production is more than just the videographer shooting the footage, it’s a team effort from the producers in pre-production using their expertise to create the best concepts and storyboards through to the specialist post-production team who add the bells and whistles to the finished product.

 

 

  1. Not having a clear budget.

 

The most common experience we have when speaking to prospects is that they won’t be transparent about budget. Sometimes they say they don’t know what their budget is, other times they are just evasive and want to find out how we charge and what our “rates” are. Unfortunately, whilst this may seem like a chicken and egg exercise, it actually isn’t. Without a basic steer on budget, any production company worth their salt cannot provide a realistic quote.

 

Think of the person offering the quote as the project manager of a house build. If you put that individual on a patch of land and say “I want to build a house here and I want it to have 5 rooms – how much will it cost?”, there is absolutely no conceivable way that the project manager can offer you a realistic quote. If they do offer you a “competitive” quote then you can bet anything that the final price will be far higher than the quote. Without knowing the scale of the project, the materials you want to build in and the finish on the inside, how can that Project Manager accurately quote?

 

It’s the same in video production, we need to know how long the video needs to be, what level of expertise the camera operator and equipment should be, whether you need a soundman, lighting, added equipment, how long the edit will take and whether you want added elements like graphics. It’s a complex build that is tailored to the available budget.

 

  1. Not having a clear objective for the video.

 

We see time and time again where companies decide they want to create video but they don’t think about their objectives or what outcome they want it. Without a clear strategy going in to creating video content, you may as well flush your money down the toilet.

The first thing we always do when talking to our clients about creating video is to identify the overall objective and who they want this video to be seen by. It’s the most important factor and informs everything we do. Is this B2B or B2C? What demographics are we targeting? How will the video be shared? What is the objective of this video? Sales? Brand image? Production explanation? All these questions need to be answered before we can come up with creative concepts for the video. For example, if the video has ad spend behind it and is destined for Facebook pay-per-click then it needs to be very short and punchy but if we are relying on organic shares then we’ve got to create a strong hook so people engage with it. Conversely, if this video is B2B and will be sent out via email, then perhaps we can assume a pre-existing level of knowledge and familiarity with the subject matter in your audience, so we can have a longer video with more depth to it. By having clear KPIs and understanding of the core objective for the video you will get far more out of it than just creating video for video’s sake.

 

  1. Not aligning video to brand purpose.

 

Video should always be seen as an extension of your brand identity. When done correctly, it will feel like a seamless transition from your print materials, web site and brand image through to video. This is done through the style, tone, fonts, imagery and colour. Too often, companies will use video inconsistently, putting up a series of videos that have nothing connecting them. Or worse, they will post videos to their social feed that are amateur or home made. A third of people who watched a poor quality video had a negative perception of that brand. Video should always be integrated into a company’s marketing strategy from the outset and even if it’s only used sparingly, it should reflect the quality of the brand. Lack of budget should not be used as an excuse for putting poor quality video out into the public domain. With careful planning and a reliable video production company, most budgets can be stretched to create video content that will have a high impact in the right way. For example, a single day’s filming could be done in a way that generates large volumes of material that can be recycled into a series of short videos for your social media feed. By setting a style for the look of the videos from filming techniques to motion graphics, larger volumes of content can be generated for a fraction of the cost.

 

  1. Not getting on the front foot with a good video partner.

 

All companies with a marketing strategy can benefit from using video and most of them know that. But we often see that unless there is an immediate need for video, most people don’t bother to find themselves a video production partner. The result is that when they finally realise they need to commission some video work, they are already on the back foot. The deadline looms faster than they thought and they are forced to hire the first company they find even though they may not be the best. This can lead to paying above the odds for an inferior product.

There are a lot of benefits to partnering with a video production company for future opportunities. We have a few companies we work with on a rolling basis and it brings huge benefits to them. Firstly, we’re always on the phone to discuss any video ideas they have and to brainstorm concepts with them as well as budgets. This can help with internal marketing briefs they are putting together or in the case of agencies, with pitches to clients. Because a relationship is in place, there is a transparency to pricing and budgets that installs a sense of trust in all the players. Everyone values the relationship and wants it to continue so no one is going to take advantage of the other. And finally, its in the vested interests of the video production company to keep the relationship going so they will always try to deliver above expectations. In this way, we’ve helped some of our clients to win big contracts with some major brands and we’ve helped others to put a lasting content strategy in place that maximised their yearly marketing budget.

 

mistakes commissioning video

 

George Hughes set up Small Films with a simple ambition – to create brilliant films for brilliant people. Over the past 14 years he’s learnt his craft in the television industry working in the UK and USA as a Producer / Director and camera operator making hundreds of hours of high profile series for major broadcasters including the BBC and Discovery Channel. From hard-hitting documentaries about the mafia to light-hearted cooking shows with high-profile chefs, he has worked with a wide range of budgets, briefs and subject matters and is excited at transferring this experience into the production of branded content. George and his team are passionate about partnering with like-minded people and organisations to create amazing films. For more information, or a chat about commissioning video content, contact us here.

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