A recent study done by surveying around 230 respondents (including marketing professionals and online consumers) suggests that although video usage numbers are increasing exponentially, 39% of the businesses are still not using video for their marketing strategy.
Some of the primary reasons why video production is still intimidating for these businesses are:
- Lack of compelling strategy and expertise
- Lack of production budget
- Unsure of manpower required
We discuss these challenges and their possible solutions in brief.
1. Lack of compelling strategy/expertise:
Unlike other content forms, video may be a challenge to some as it involves script writing, producing a shoot etc.
One could either completely outsource the skills to a video marketing team or use a combination of DIY in house and outsourced skills approach. By experimenting a few times, it is easier to understand the production process and develop necessary confidence in DIY video production.
One could also work with a basic “Hero Hub Hygiene” strategy (eg Volvo commercial). Within this framework, one could create large-scale and emotive content (Hero) to disrupt, engage and entertain masses alongwith raising huge brand awareness on a main social channel such as YouTube (Hub) for frequent visits by viewers. By creating regular product/service specific content (Hygiene) one also caters to the target audience in an educative manner.
Compelling content creation can also be achieved by creating a video series. This keeps the branding and styling consistent and increases the number of dedicated customers.
An innovative and exciting way to do the same is user-generated content. A great way to interact with customers, it allows them to use their video recording devices and create demonstrated testimonials or simply fascinating videos creating brand awareness.
2. Lack of funds:
Although high-end equipment does create higher quality of video content, it is absolutely unnecessary as long as a solid strategy is formed. Today with the affordable and easily accessible video cameras like GoPro, microphones and editing softwares, creating videos is now more feasible than ever.
One can find a number of online resources to learn more on pocket friendly video production. Such as
Use of animated videos saves you more! Unlike a live-action video where one may face several challenges such as location, logistics, hiring on-screen talent etc, animated videos provide a number of benefits. (how animated videos are your best bet today)
- You get to choose between a range of options such as explainer videos, FAQs, vision awareness etc.
- You could save a lot with various cloud-based apps for creating animated videos
- Any changes in script or strategy or expansion of campaign can be done by slight tweaking, within the budget.
- Animated videos are great means to explain complex methodologies.
3. Unsure of manpower requirement:
Going for an animated explainer video production can be an excellent means to overcome this issue. In case of animated videos, the entire project can be done independently without depending on a location, schedule and other logistics unlike in Live-action videos. You can showcase any location and include as many characters as you like in animated videos.
In the case of live-action videos, the team can be reduced to three people, namely the producer/writer, videographer and on-screen talent/narrator.
Video marketing can be a daunting process. If you are new to this or face similar challenges as mentioned above, you could easily follow the suggested measures. Don’t let the above obstacles stop you from creating an impact for your brand. If you can find a way to overcome these obstacles, the reward is great.
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