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Stretching your video budget

Video is at the top of the list for engaging customers and sharing information. In fact, 95 percent of people in a recent HubSpot survey said they have watched an explainer video to learn more about a product or service.

Video can make a huge difference in any brand’s marketing efforts, but it can also be expensive to produce new clips.

So, here are five tips to get the most out of your existing video content without requesting a big budget.

1. Add it to your website

This seems obvious, but if you have invested in a new video explaining your company, product or cause, then it should have pride of place on your website. Users are much more likely to watch a video than to read several paragraphs of text.

2. Edit a longer video into multiple social media videos

If you just spent half your marketing budget on the perfect (and really long) corporate video, you are probably cringing at the thought of producing more video content. But, there is a solution. Work with your video production team to cut multiple 30- to 60-second videos for social media. This way, you can drip great video content out over several weeks or months.

3. Use video in email marketing/newsletters

Including the word “video” in an email subject line can increase click through rates by 200 to 300 percent. Good news though — this doesn’t necessarily mean you need to produce a brand-new video. Use the short videos created for social media in e-newsletters or digital marketing to increase engagement.

4. Save raw b-roll for multimedia press release kits

Work with your producer to save the background video content from all your videos. This extra content can be a great resource for reporters when they may not have the staff or time to go to your location to shoot their own video for a news package.

5. Send a video mailer

Make a lasting impression by mailing a customized video player for your next big announcement or issue campaign. While it may be expensive, this approach has a huge wow factor when done correctly. This company even has options for video folders and gift boxes.

Don’t be afraid to repurpose your existing video content for a variety of new channels. And the next time your company needs to refresh the corporate video, ask the agency or production company to plan for multiple short videos to make the most out of the time and budget being invested in video.

Larisha is a Senior Account Executive at Candor. She is an experienced graphic designer, writer and public relations practitioner. She has received several awards for her roles in publication design, web graphic design and communications campaigns. After several years of working for a non-profit organization, she is accustomed to filling the many roles of a communications department. She is well-versed in everything from rebranding and event planning to publication layout and social media plans. She holds a Bachelor of Arts Degree in Journalism with an emphasis on Public Relations from the University of Oklahoma.

Larisha joined IABC Central Oklahoma chapter in the spring of 2010 and volunteered to serve on the board shortly after becoming a member. She has served as VP Communications, VP Special Events and most recently as President for the chapter. She has also attended two IABC Leadership Institutes on behalf of the chapter.

1 Comment

  1. Jimmy Owens on July 4, 2018 at 8:12 am

    Nicely said Larisha! One other way that can be helpful for companies is to film more than one video at a time. Take advantage of the day you film.

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