Get More Mileage From Your Video Marketing Content
Marketing is tough. You spend weeks, months or even years planning and executing video marketing content, but when the campaign has run its course you are often right back at square one…back to the drawing board for new creative ideas. But hold on, it doesn’t necessarily have to be that way.
When creating video marketing content, its worth an extra five minutes to brainstorm what other material you could potentially simultaneously generate. Often times efforts you are already making in events and campaigns are golden opportunities to capture footage for additional video marketing content. Perhaps you are shooting an opening video for your customer conference – why not shoot some quick “video invites” to help drive registration? Or maybe you are shooting a product demo video – why not create some short “feature specific” videos to help support the marketing of that product? The over-arching idea is that once you have invested in the crew, talent, location, props, etc., you should figure out how to get the most mileage from this investment as possible.
Of course, there is a point at which creating a lot of net new content does drive up the price. But in this case, we are talking about short, easy to shoot segments that can stand alone and give you more content with a very small amount of additional investment. Ideally, all elements of the video marketing content are leveraged across all channels. A photo shoot that pushes content to print, web, video and social is a great example. Or perhaps create a set of animated icons that become animated GIF files for your web/social and end up in your printed materials as well.
If you’ve got it, flaunt it!
No use in having archives of incredible content that will never again see the light of day. Use the content, re-purpose, and re-vamp. Once you have professionally produced footage and photographs, its easy to “reach for the stars” with creative video marketing campaigns. A meme in itself wouldn’t justify an entire video shoot but if you’ve already got the footage, what do you have to lose? Here are some ways you can take creative campaigns to the next level utilizing the video marketing content you already have.
Here at Sparksight the stars of the show in our eyes are our clients, so we used movie posters to light up how creative and fantastic they are. We created the posters using assets and images from some of our favorite client projects to showcase how important they are to us.
Option 1 – You can align your still graphic with your message of your video campaign
Option 2 – You can parody off of it and create a whole new concept, while maintaining a united image;
Method to the Madness
The reason the posters can achieve marketing value without being repetitive is an intentional design. The posters have a similar look to the video but explain the problem/solution in the style of a science fiction, romantic comedy, horror or any other genre you like. This type of reuse is great for social media campaigns and can be used to drive more viewers to your video, raise brand awareness, and elevate your company’s brand. Another scenario would be to shoot extra “video shorts” during your main video shoot. If you are already at a location or in a studio, it makes sense to invest a small amount of extra effort to create short (perhaps humorous) versions of your video that can play on your social media properties or even your website. The idea is that these videos would be visually and stylistically related to your main video while serving a very specific call to action.
If you are creating an animated video, think of all the design elements that must be created, reviewed and approved to make the animation come to life. Characters, graphics, icons and more, are meticulously designed, honed and approved by multiple stakeholders within the project. Why stop using them after the video is finished? Elements like these could be used as part of a print or email campaign and could really improve the look of your marketing deliverables.
The main thing is to be creative in how you reuse elements! Marketers often look at a price quote from an agency and think “That’s a lot of money for one video.” Fine, you might have seen this coming but – We challenge. Don’t you think it’s time to shift your mind-set from “single-use cost” to “multi-use value.” Once you realize all the use cases for a single great idea and well executed design, the possibilities are endless. Reuse of creative elements means that more people will experience your brilliant concept in more ways AND you will save your company money. That’s the type of efficiency that truly drives business success!
What are some other cool ways you can re-purpose your marketing video content to maximize ROI? Share your ideas in the comments section below!