Bring your brand to life - how to get the most out of your video project

Unless you have the budget to produce your own version of the John Lewis Christmas advert, you will be looking for cost effective ways to create compelling video content.

In this series of blogs we’ll be looking at “Why video is vital to your communications strategy”. We have also prepared a guide which is available at the link below:

Counting the cost

In fact, anyone can now produce advertisements that would previously have only been made for TV. Over the last decade, technology has moved on so far that the cost of camera kit and equipment has fallen drastically, and film-making has become much more accessible.

Ten years ago, a start-up would have needed to invest at least £10k in a camera, battery, media, rigging and tripod. The Sony EX1 production camera, used by BBC News, used to cost around £5k on its own. The cost of something like this has fallen by 60% in recent years. Now, it’s possible to pick up a 5k Black Magic cinema-quality camera for around £4k. Prices have gone down as quality has increased, opening the market to a much greater use of video and film.

Gearing up

When Canon launched the first digital single lens reflex (DSLR) camera that could also shoot video in the same quality, it started a revolution in film-making. The technology has developed so rapidly that now, everyone can be a film-maker using their smartphones to record 4k quality images. There is so much data from video stored in the cloud that technical experts are working continuously to create greater capacity for the future. Even drone cameras are now commonly used and are relatively cheap. It costs £1k to get trained and licensed to use a drone with a small fee payable each year. These are great for holiday companies, or for estate agents wishing to showcasing properties from the air.

Short story

People are busy and have so much choice about what to watch, they will decide within ten seconds of launching a video whether to switch off. Fifty-six per cent of all online videos are less than two minutes long so it makes sense to keep them short and punchy. Studies show that attention spans fall away significantly after two minutes. However, video length should be customised for the platform, making them shorter on social media platforms, and longer on YouTube or wherever you have a captive audience.

Making it stretch

Video takes many different forms from sophisticated and glamourous promotional films to short clips filmed on a mobile phone. Always bear in mind that content can be re-purposed for multiple uses. Behind the scenes footage showing your promotional film being made highlights a different dimension to your brand. Additionally, you could film vox pops and opinion pieces with key clients from a more informal perspective, always linking back to your original content. Films that are made in ‘chapters’ are easy to divide into a series of blog posts covering a range if themes. Thinking about the different ways in which video is seen will ensure that you take advantage of its multi-platform attributes.

In this series of blogs we’ll be looking at “Why video is vital to your communications strategy”. We have also prepared a guide which is available at the link below:

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