3 Things that Affect the Cost of Video Marketing and How to Save Money

Take a look behind-the-scenes from one of our recent shoots for a sun skincare brand.

It’s a question we hear all the time: how much does a video cost?

Dozens of unique variables go into the budget of any video marketing production. Many marketers worry that the investment is going to be out of their budget, but there are ways to manage the cost and save money. The three (main) things that affect the cost are time, expertise, and equipment.

Main Thing #1: Time

A GIF taken from a product video we created for a luxury Swiss timepiece brand.

Pre-production planning. This is arguably the most critical part of the video marketing process. This is when your video producer will develop a concept, script and storyboard. These items become the draft for the video. The more complex the video content, the more time will be needed for pre-production planning.

Length of the video. The longer the video, the more it will cost. It takes more time to create a feature-length commercial than it does a 6-second advertisement.

Location. You can film your video in one location or several. More than one location adds time for planning, location scouting and more. It could even require travel. Your video marketing project may require a sound stage or studio. Some video marketing agencies have studios, but there’s still a cost for using them.

Talent acquisition. If you need to hire professional actors, presenters, or models, it will take time to find and review them, hire them and pre-direct them. Talent will also have on-set requirements such as craft services, makeup and perhaps even a trailer.

Editing. Video editing can easily fit into all three categories because it takes time, requires expertise, and sometimes even specialized equipment. Consider also how many formats and versions you require.

Main Thing #2: Expertise

Production staff. There is no substitute for experience. That said, there are many types of people who can be involved in a production and your video will determine which you need. Staff can include:

• Director

• Camera operator

• Production assistants

• Scriptwriter

• Lighting & sound

• Special effects artists

• Hair and makeup artists

• Video editor(s)

  • Augmented reality, 2D, 3D

  • Animator

  • Graphic designer

Even a simple interview with a CEO can require quite a bit of equipment to make sure it’s done correctly.

Main Thing #3: Equipment

Each video marketing project has different requirements for the equipment that is needed, but there are a few things things that any production requires.

Cameras. Simple videos may require only one camera, but higher-quality, professional videos often need two or more.

Specialized equipment. All video shoots require sound and lighting equipment. Some also require special effect equipment. This could include weather machines, pyrotechnics, or prosthetic makeup.

Props. The theme of your video will determine the props needed. Even if it’s just a “talking head” video, they may need to be sitting in a chair or at a desk. You may require fishing equipment, a kitchen, flowers, or a dog, etc.

Your shoot may require a vehicle to move equipment and props, furniture rental, a drone or even just a coffee cup. These items must be secure and accounted for in the budget.

How to Save Money on Video Marketing

It might seem like the easiest way to save money is to keep your video as basic as possible, but that’s only true to a certain extent. Video quality ranges from amateur to professional to Hollywood quality. As with any creative endeavor, you get what you pay for.

However, you can save money in a few ways.

Planning. Know what your goals are and have examples of the type of video you’re looking to create. Failure to plan brings indecision and changing direction that costs time and money.

Supply resources. Prepare a file of resources such as contacts to key individuals, available locations or filming resources, logos and brand guidelines. Most of all, make someone available to answer questions, review footage and provide feedback on time.

Disclose your budget. When your video marketing team knows your budget, they can plan an effective, efficient production and meet your goals. Having an open dialogue about your budget and expectations at the forefront will set you and the production team up for success and save money in the long run.

The Importance of Location for Your Next Video

At Storyboard, we always talk about the importance of a few things. Namely, script, message and length. But here’s something that can be just as important depending on what your video content is about: Location, location, location.

Location sets the tone, gives the viewer an idea of what your content is about, the tone you’re setting, and it can even match your brand colors which furthers your content’s connection to your brand. So in a way, the location is a character in your video - even if it speaks in a different way than the people in your video.

This screenshot is from a spec ad we shot for an outdoor lifestyle brand. We and the client were very happy with how much the location added to the look and feel of the content.

How Important Is Location?

This depends on your content. For example, if you’re creating an “About Us” type video where you’re sharing your company’s history, products and services, and team then your offices are most likely going to be perfect for this. There’s no need to look for a location, pay for a location, and go to a location to see how the production is progressing. Those are true benefits that make things quick and easy when you shoot in your own location.

Taken from the same video as above, our actress is using our client’s product to bird watch.

However, there are times this isn't enough. For instance, if you want to create a product video you might want customers to see your product being used in the real world. Maybe a park, a woods, or a road in the mountains or in the desert. It’s going to depend on the product. But if you’re an outdoor lifestyle company, you want your setting to be the outdoors. If you’re a company that sells BBQ grilles you probably want to have things take place outside. If you’re a company that installs windows you want to show your windows being installed at a real location.

We’ve shot in County parks, State parks and National parks. Restaurants, factories and apartment buildings. And we’ve shot on rivers, oceans and next to little streams. We work with our clients to suggest and inform them of the best places to show off their product or service whether it be their office or a field in Ohio.

Since expanding to Europe, we can even offer European landscapes, architecture and locations. In fact, the photo above is a screen shot from an outdoor lifestyle brand shoot we’re working on. It was shot in west Europe where pine forests are abundant and offer a very surreal and mysterious atmospere.

So when you’re planning your next video, think about the location and what you need the location to do or say for you. And don’t be afraid to ask for help. This is what we do.

Happy location hunting!

Why Quality of Your Video Content Matters

Does the Quality of Your Video Content Even Matter?

Good question, one answer: yes.

These days it’s very normal for someone to see your brand for the first time in a video. Generally speaking, most good sites these days have an introduction video for people to watch. It’s (still) the quickest and most engaging way to get people aware of, and interested in, your brand. So yes, it’s extremely important that the content is good. And for us, quality goes beyond how it looks on screen.

What Does “Quality Content” Mean?

We know that for most people, video and film isn’t something they think about all day. So you may not know what it took to create something you’re watching. You know, the lights, the cameras, the microphones, the people holding the clipboard, the people with headphones on their heads all day, etc. For us, this is an art…OK that’s a pretty serious thing to say but it’s true. And making something beautiful isn’t as easy as hitting the “record” button on a camera.

We can make something look beautiful on screen (product shots, interviews, b-roll of locations, etc.), but there’s a lot more to “quality” than just the look of the image. To be honest, it’s doesn’t start with the image at all. It starts with a lot of other things.

Your video content needs to speak to your audience, explain things clearly and visually, contain no filler, and tell a good story.

Speak to Your Audience

You can spend months of time and bundles of money on content and if it’s doesn’t speak to your audience it may very well be a waste of resources. You need to know your audience - know what they like, what they want, what their challenges are (a challenge you’re attempting to offer solutions for), and maybe even what their professional level is (CEO, VP, President, Manager, Director).

Here’s an example: We did a big multi-day shoot for CUNY in Brooklyn. It was an introduction to the school, campus, programs, social clubs, transportation options and more. Many large educational institutions might take that opportunity to talk about how long their school has been around, what kind of accolades they’ve earned, and famous people that went to school there. And they might include faculty and the board talking on camera. Our client, while including some of all that, focused mainly on the student experience. And they had students as most of the interviewees. These students had a hand in helping craft the script itself. And for a further example, instead of a member of the board talking about the school’s diversity, we actually included students from a variety of cultures and backgrounds.

Think about who is going to be watching your video content and understand what they need to hear, and in what type of “voice.”

Explain Things Cearly and Visually

That’s it. When someone lands on your video make sure they quickly and easily get the message. This doesn’t mean your video needs to be 10 seconds long. Length is not as important as relevancy of the content. So go ahead and make that 90 second video - but only if the content and message requires it. People will still spend time watching if they find the content important to them. And that brings us to the next item.

Contain No Filler

This is kind of a subset of the point above. We all know that we’re all having our attention drawn in a thousand different directions all day. The last thing we want (unless we go on YouTube and search old cartoons) is to feel like we’re wasting time watching videos. To keep the quality of your video content high, refrain from adding a bunch of useless information. This also goes back to the first point about knowing your audience. If you’re trying to connect with CEOs and Founders of companies, you know they don’t have a ton of time to sit through content that doesn’t matter to their daily lives or roles as heads of brands.

Tell a Good Story

Telling a good story is the perfect combination of the previous two points. This can be the story of your business, the story of your brand’s culture, the story of one of your customers in the form of a testimonial video. A story is just something that engages your viewer rather than simply delivering information. Even if you’re creating a video about the tech you offer, go beyond telling your audience you have tech to offer them. While ensuring you’re not adding filler, and still explaining things clearly, tell why you offer the product, who it’s for, how to use it, what problems it solves, and examples of how it’s solved problems for others. Basically, make your video content interesting. Every person, every brand has their own unique story. It’s important to identify it and share it.

Look and Sound Great

Of course, this is the one that we really love. Our clients don’t need to know what type of lights or cameras we’re using, or what we’ve made certain decisions about camera moves and angles. But they know they want their content to look and sound great. And that’s really important for us. We’re creatives and artists and we know when our clients look good, so do we. We know that a well-produced video is going to garner trust better than a hastily thrown together piece. And we know that, even if an audience doesn’t know it conciously, good looking content that has good audio is better received.

Issues That Can Lead to Hidden Costs in Video Production

On our blog we talk a lot about how-to, why-to, where-to, what-to and who-to. OK, maybe more than one of those is made up but we hope you get the point. All the advice we give here is from years of producing video and marketing content for your clients. Sometimes we’re in the driver’s seat 100% - meaning the client tells us what they need and we plan, execute and deliver. Other times we’re given a script and our client comes to set to help direct the shoot. We’ve learned from our trials and tribulations, and our challenges and successes, how to execute a project as efficiently and as smartly as possible.

Our advice to you, before you take the dive (please see GIF below), is that you should be sure you are exercising proper planning. This will help you to address any hidden pitfalls and costs that may arise during video production. In other words, you want to be aware of the challenges you may have to face before they end up costing you more money than you expected. The following are some issues that can lead to hidden costs in video production and what you can do about them:

Lack of Focus

If you have too many ideas floating around, you may have too many hands in the cookie jar. This kind of interference can seriously mess with focus. It will extend the length of production and lead to more costs all around. In addition to proper planning, you must be attentive and delegate accordingly so that no one is overshooting the goal. And if you can do it, identify just one or two people on the team who know your project inside and out. They can provide feedback quickly and clearly to the creative team you're working with.

Stakeholder Buy-In

Is everyone on board (you know, the most important people AKA the people who have ‘final say’)? Are you sure? The very first step in establishing any video marketing plan is a very important pre-production tactic - ensure you have proper stakeholder buy-in for the project. If everyone is signed off on a budget, you should have no issues with costs down the road. That includes any hidden ones that may come up. And if everyone is on the same page with goals, messaging and outcomes that makes sure that re-dos don’t come up at the end of the project.

The better you can communicate with your investors AND your video production team, the fewer surprises you will have. You should never have to worry about a lack of stakeholder buy-in if you’ve put all your ducks in a row. Just remember, stakeholder segmentation will kill your budget every time. So, don’t be afraid to speak up in the beginning about all of your needs.

To make sure you address any possible hiccups, make time to revisit the budget every week/month and adjust accordingly. Not only does this demonstrate to stake-holders you care about their money, it will allow you to keep a closer eye on the production process. This also means you can better identify issues before they become serious problems.

Improper Planning

There should never be any “winging it” with video production. There are just too many things that need to be done to prepare for a shoot. Lack of direction and a plan will always lead to the most hidden costs. So whether you do these things yourself, or you hire a full-service video production team make sure you keep these pre-production tasks in mind:

• Delineate your business objective for the video.

• Define your audience and create buyer personas.

• Develop your message and write any scripts.

• Hire any talent needed.

• Establish a budget with ALL stakeholder buy-in.

• Set up marketing and sales strategies.

• Pre-production meetings and approvals.

• Schedule a professional video production team.

By far, the most important step you can take before hosting a video production team is to plan accordingly. There should be no surprises the day of the shoot. Of course, nothing ever goes 100% as-planned, but when you are well-equipped, those hidden costs will be a little less hidden. Or better yet, they won’t exist at all.

If you have any questions about avoiding the issues and hidden costs of video production, give us a call. We can help you work through any concerns you may have and help you establish a killer video marketing plan in no time.

Storyboard Media Group Helps Win Brandon Hall Awards

When the 2023 Brandon Hall awards were announced, Storyboard Media Group was excited to learn that our filming production services played a pivotal role in some of our L&D clients winning gold and silver awards.

The Brandon Hall awards recognize the best organizations from around the world that have successfully developed and deployed programs, strategies, modalities, processes, systems, and tools that have achieved measurable results.

We are proud that the content we filmed for our clients’ L&D courses (interviews, processes and procedures, brand culture and more) not only helped them achieve these highly sought-after accolades, but that the content has been, and will continue to be, used to help to train, onboard and retain employees, and build winning cultures.