As recently as 5 years ago, the vast majority of us would have tuned into our favourite show via our TV sets… at home… probably on the sofa. Today, the picture is very different. Almost half of adults aged 22 to 45 are not watching content on traditional TV platforms (AdAge) and 64.8 million people born between 1981 and 1996 will watch streaming videos or downloaded videos on a device at least once a month (Forbes). TV as we know is dead. Long live online streaming! Of course, TV isn’t actually dead. But the way we consume it has changed forever. Many people will still flick the TV on to catch their favourite series as it is released whether that’s X Factor or Silent Witness, but for most of us, on-demand has replaced live viewing as our preferred method of consuming any type of television content. And for Millennials and Generation Z who have come of age in a digital world,BBC and ITV are increasingly shunned in favour of subscription based services like Netflix or Amazon or user generated content sites like Youtube.
The writing has been on the wall for analogue TV for at least 2 decades and when the analogue signal was switched off in 2017 forcing every individual to access television via a digital box, it wasn’t a great surprise to the industry. The emergence of super-fast broadband that removed the need to have a sky dish or cable TV to access more than 5 channels of television was one of the biggest driving factors behind the shift in the television landscape. That… and the arrival of 3G and cheap mobile data which has allowed video streaming in the palm of your hand.
It’s surprising to find that Netflix has actually been around since 1997. It started life as a DVD rental business but began streaming online video in 2007, just 2 years after Youtube was founded. Today Netflix has 139 million paid subscribers worldwide and on Youtube, one billion hours of content are watched every single day. YouTube is ranked as the second-most popular site in the world after Google (Alexa Internet). And, whilst Netflix and Youtube may have paved the way for online video, there are now dozens of different streaming platforms from Disney+ to Apple TV, Now TV to Facebook Watch, TikTok, Instagram TV and Amazon Prime.
There’s huge money behind these platforms. Facebook will spend a “measly” $1 billion on video content this year compared to Amazon’s $4 billion spend last year and Netflix’s projected $8 billion spend for 2019 (Media Post). Also this year, Amazon and Netflix have said they will be investing in UK TV production, and will help to promote these shows on both platforms (Video News). However, the question is, will this bring traction to TV broadcasters or, will audiences be tuning into their SVOD (Streaming Video On Demand) services to watch the shows? An Ofcom report released in the summer found that huge investment in original content by digital players has seen subscriptions to SVOD services in the UK overtake subscription to pay-TV services. Ofcom also found that last year that after a period of sustained growth, pay-TV subscription revenues fell in the UK for the first time, falling by 2.7 percent to £6.4 billion. Unsurprisingly as UK consumers turn their back on conventional television viewing in favour of subscription based streaming platforms, they also turn their back on advertising. TV advertising income fell significantly last year, declining seven percent year-on-year in real terms to £3.9 billion (Video News).
So what does this mean for brands who have, in the past relied on TV advertising to reach their customers? You guessed it, they’ve started to pump more and more of their budget into online advertising. Last year, digital advertising increased by 9.5% in the UK (emarketer) with video being the fastest growing medium. The exciting thing is that marketers looking to get an edge over their competitors are putting budget behind incredible branded content that is shining a spotlight on their products and services. Volvo, Heineken and Dove are not only running heavy hitting multi-channel campaigns with a hero piece of video content at it’s heart, but many like Patagonia, Red Bull and Nike are becoming publishers in their own right with Youtube channels that include regular, engaging video content that is enjoyed by millions of people.
As we, the consumer, become accustomed to subscription TV viewing, the days of sitting through 5 minutes of TV adverts seem like a distant memory. No surprise then, that we actively avoid spending time online in places where we are being hit with constant adverts. With Youtube releasing its own subscription service, it begs the question how long we will have to wait before Facebook, Instagram and other platforms follow suit? Moving forward, brands will have to work harder and harder to get their message seen by their audience and commissioning branded content will be one of the best ways to do that.
Regardless of the type of client, industry or budget, we see the same pattern of mistakes emerging when brands decide to commission a video.
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.
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.
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.
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.
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.
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.
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.
Over the last few years, the rise of new technologies has dramatically transformed the way audiences consume and perceive video advertising – and change continues at a staggering pace. Millennials and Generation Z aren’t interested in watching live television. Instead they turn to Netflix to binge-watch their favourite drama series or surf Youtube and other platforms for content relating to their particular interests or passions. As traditional broadcast audiences grow older and conventional TV viewing figures decline, focus for advertisers has shifted to the online space. In 2017 brands and advertisers spent twice as much on online advertising as they did on TV (Magisto), and this is set to grow.
Adapting to rapidly changing online technologies has had a massive impact on the nature of the advertising format itself. Without the luxury of a captive static TV audience, and with an increasing consumer distrust of disruptive and overt advertising, advertisers are having to get both creative and technical in the way they approach marketing to their ever fragmenting and mobile audiences. Today’s tech savvy consumer demands a choice of uninterrupted entertaining online experiences – and they are ready to skip, switch channels or switch devices if they don’t like what they see. Audiences have always had the opportunity to ‘go and put the kettle on’ during traditional broadcast ad breaks if the content was unengaging of course – but the potential of an ‘ad rejection’ moment is now multiplied 100 fold online.
The ongoing challenge for brands and advertisers then, is ‘how do we stop consumers reaching for that virtual kettle?’
These are the questions brands need to consider:
WHAT types of content will engage consumers?
The internet has changed the way people can and choose to view content. It’s no longer simply a case of marketing to a static audience who are sitting down for a few dedicated hours of TV watching. There are now many more ways for people to consume content via multiple devices (TV, desktops, laptops, tablets, smartphones and wearable tech – often simultaneously), and many more opportunities for consuming content away from the traditional home leisure space and time. Marketers now have the opportunity to reach people as they move around during the day, travel from place to place, at work, at school – and as they’re spending their leisure time. This poses a challenge for the types of content brands should be producing:
On-The-Go – Snackable, scrollable content
There’s no point putting out 30 second videos for people to view when they’re on-the-go, waiting in a queue, checking messages or walking down the road. This audience is using mobile phones and needs bitesize, 6 second chunks of mobile optimised content that will briefly grab their attention as they scroll through their feeds, moving from task to task. The average adult scrolls through 70+ feet of social media feed every single day, so content has have an instant hook for the viewer to notice. A recent report revealed a 26% increase in brand awareness through brands using scroller ad formats. (IAB)
This ad by jobs website Reed has it all incuding kittens, humour and a 6 second in-your-face spot at the beginning.
Lean forward content
People with a bit more time on their hands, will spend a little longer choosing to view and more importantly, engage with, content in a bit more depth. They might be travelling to work on the bus, waiting in a doctor’s office or be on a break. They are still using mobile devices, though can also be at their desks viewing on desktop computers and laptops. This content should encourage ‘lean-forward’ user interaction in the content experience in the form of prompting users to like, comment on, share, or embed videos. It should resonate with the desired audience in a way that encourages them to engage with it.
These Volvo Trucks short brand videos are highly entertaining action adventure stunts designed to pull the viewer in and elicit engagement.
Lean back content
The traditional type of leisure-time content consumption. Audiences who are static and relaxing will consume long-form, long-term content formats. For marketing content to compete with other content in this space it needs to be highly creative and emotionally engaging, employ great storytelling and in fact integrate with the surrounding content so as not to disrupt the consumer experience. Interesting branded content like documentaries or brand-made programmes can work well in this space. Although they may be static – the majority of people will still be browsing on mobile devices so content needs to be mobile optimised. This is the optimal time for simultaneous platform usage. 87% of consumers now watch TV together with a second screen (Deloitte Digital Consumer Survey.)
Stella Artois partnered with National Geographic to commission an award wining film director to make a documentary highlighting the impact of the global water crisis on communities around the world – a compelling piece of quality long-form ‘lean back’ branded content.
HOW will brands engage consumers with content?
The increasing rejection of overt advertising means brands are having to be more creative and consumer-focused in their marketing content strategies. Along with producing different types of video content for different devices and types of consumers as we have seen, brands now need to think about HOW best to reach these fragmented audiences.
With the increase in digital marketing noise and content choices available to them, consumers are becoming less responsive to content they perceive as less relevant to them. Brands will have to produce tailored content accurately targeted to specific audience member interests and browsing habits. They will also need to harness technology to make use of location-based marketing so that they can target consumers according to where they are at any given moment.
Tesco Clubcard produced a personalised awareness and retention campaign.
Rather than placing expensive paid advertising with the big, general reach global publishers and broadcasters, brands will have to find different ways of marketing to their targeted audience segments. As consumers watch more self-selected video content and less broadcast TV, brands are creating their own video content channels and collaborating on ‘audience first’ content shared via video influencers. Macro influencers with more than 100,000 subscribers or followers on their social channels have been in the ascendancy up to now but with growing audience segmentation and targeting, brands are increasingly partnering with micro-influencers on content production.
Social media algorithms are becoming more sophisticated, and as has already happened on Facebook, overt hard-sell advertising will be penalised and brands will have to work much harder to get their messages in front of their audiences. Brands will need to create more thoughtful, entertaining, and value-adding videos that consumers will actively choose to watch and share in order to beat the algorithms. Quality over quantity will be key in the video content of the future.
Coors Light revamped its frivolous image with a series of high-quality, value-adding short docufilms, presenting their products in real-life situations and places, while telling compelling real-life stories.
With audiences using multiple devices and consuming content via multiple channels, sometimes simultaneously, brands will have to adopt a user-centric integrated approach to content in order to get a better ROI.
Heineken’s Departure Roulette is a great example of a cross-channel integrated, interactive video campaign.
So the future of video marketing content is full of opportunity and the potential for brands to accurately reach their target audiences will be better than ever before. The biggest challenge for brands will be getting noticed online and cutting through the increasing digital marketing noise. Only the brands that think creatively, embrace technology and adopt a user-centred approach to their content will get results. Surely this can only be a good thing for the digital advertising industry – and consumers in general?
If your business would like help creating quality video content for multiple platforms, contact us at firstname.lastname@example.org.
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.
Frustrating perhaps, but true. Promotional video costs can vary enormously. Like any product – there are low budget options, top quality professional options with all the bells and whistles, and lots of levels in between. There are so many factors affecting the cost of corporate video that it would be disingenuous (and probably inaccurate) to pluck a figure out of the air to answer the question. It’s not a cost-hiding conspiracy created by the video production industry – it’s just a very complex issue.
The good news is that video recording technology has become a lot more accessible over the last few years and video production costs have decreased. That means that quality video content is no longer the preserve of big brands with a huge budget. It’s now a reality for any small business or SME looking to grow. Video for your business can be as simple as filming it yourself on a Smartphone, downloading an app to use a ready-made template, adding effects, editing it, and publishing it to a video-sharing channel. And that’s great if a lo-fi, personal feel is what you’re trying to achieve. For most businesses however, the amateur approach doesn’t really work. 62% of consumers who watch a poor quality video say they are left with a negative perception of the brand, but embedding a high quality video on a business website landing page has been shown to increase conversions by up to 80%.
It’s clear then, that video content can have a massive impact. It’s important for businesses thinking about video to ensure that this impact is always a positive one. One way of doing that is to use an established video production company who will have a team of experienced professionals, high quality equipment and pre-production, production and post-production capabilities. When choosing a company, get recommendations, look at their past work and speak to previous clients about their experiences.
The best way to approach commissioning video content from a production company is to have a clear idea of what you want to spend. As with building a house where your architect wants to know the house you envisage from the size, style and building materials, to the features, fixtures and fittings, a professional video production company needs to have an idea of your budget in order to accurately advise what services they can offer you. A corporate video could cost anything from £1,500 to £30,000 depending on a large number of variables from the complexity of the script to the cameras being used. Any reputable video production company will offer you the best creative options for your budget – it’s in their interests that the video looks as good as possible after all. And beware, there’s no such thing as a steal in video production – if something is cheap there’s usually a good reason for it. For example, a camera operator can cost anything from £150 to well over £1000 a day – but the quality of work and level of experience will be reflected in the price. Of course, you can still get a good deal on your corporate video – but the best way to get high quality and value for money is to establish a good relationship and trust with your video production company.
So what are the variables that affect video production costs? This will give you an idea of the processes that can be involved in corporate video production. Not all the elements will be necessary in any one video – it obviously depends on the type, scope and length of your video – as well as the budget. The costs will differ for an animated explainer video and a talking head corporate video shot in the workplace for example.
Planning and Pre-production
Strategy, creative idea, visualisation and design
Casting of actors or voiceover
Production planning and logistics
Direction and client communication
Edit Producer and client liaison
Executive producer approvals
Client feedback and approvals
Colour balancing and grading
Export and optimisation for web streaming.
So there you have it. A corporate video can involve many different processes and be many different things, but one thing it should always be, is good quality. The best way to cut through the confusion is to speak to a reputable video production company and be clear about what you want and roughly how much you want to spend. Show them examples of videos you like for comparison – be open to new ideas, and most of all, enjoy the creative process!
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.