3 Tips for Producing Videos on a Tight Budget

I was meeting with a client this week who was in the process of getting bids for a short video project for his technology based business. I was shocked to hear some of the price quotes he received. One production firm quoted him nearly $30,000 for a 2-3 minute video. What I am about to say may disturb our competitors but video is a valuable asset. But not $30,000 valuable.
You can get a quality custom video produced for less than buying a 1/8 page ad in a local newspaper. With that said- the more money you spend on the video the better it will look. But you are not shooting a Hollywood film. On the other hand you don't want your video shot with your friend's camcorder.

Companies with dwindling marketing budgets understand the need for quality video but cannot spend vast amounts of money unless they are guaranteed their return on investment. Here are a few tips to consider when choosing a video production company.

1) Know your audience. The first question we ask clients is who will be watching the video. Potential customers? Investors? Employees? Make sure you develop a video that speaks to your target audience. This way you avoid mixed messages and stay focused on what you are trying to say.

2) Size DOES matter. A 3 minute video will cost a lot more than a 30-second video. Make sure you determine what length is appropriate for your target goals. Keep in mind when it comes to online video, 3 minutes is a very long time. Many companies can get their point across in a short 1 minute company introduction video

3) Time is money. Most video producers are on a time based rate structure. At the very least you will pay for the on-site video shooting and editing time. But after that, the more bells and whistles you have in a video, the higher the cost. Professional narration, fancy graphics, 3D animation or custom music can quickly run up a higher bill. For instance, a 5 second animated open could take 8 hours or more to produce which could easily add and extra thousand dollars to a video. However, that animation may be worth it in the long run because you'll be able to use that animation in future videos. Take some time to discuss with your producer what of these elements will be used for the video and how much extra those elements are costing.

If you are shopping around for video production, need advice or want a quote on a video please contact me:
Dawn O'Connell
Executive Producer|Focus Media Services
651-330-4549
dawnoconnell@focusmediaservices.com

Don't sell your story...tell your story

Here's a question I ask most business owners. Would you rather spend thousands of dollars on a TV spot on the local news or have the local news do a profile on your business to air DURING the news for free? It's an easy answer. Having someone else tell your story adds credibility. Potential customers don't want to feel like they are being "sold" a product. That why sales people at companies like Apple or Saturn do not work on commission. Potential customers feel like they are being educated rather than sold a product. The same goes for online video.

Videos that try to sell you a product or service are not that effective. Why would people go to a website to watch a commercial? Instead we have found businesses big and small using "news style" web videos not just to sell a product but TELL THE STORY OF THEIR BUSINESS. There is a big difference. By giving customers information they can use can help build brand loyalty without feeling like they are being sold.
Using interview techniques, journalistic shooting and editing styles can turn a commercial into a informational lesson that people want to watch.
The problem is not everyone can be on the local news. But you can have a third party to tell your story and have it broadcast on your website, Twitter, YouTube, Facebook and just about anywhere else. Here is an example of a video Focus Media Services produced for local restaurant that offers "the story" behind a business rather than a standard "come spend your money here" video.

Web Video for Realtors

In the middle of one of the nations worst housing crisis on record, real estate professionals are looking to set themselves apart in a sea of other realtors essentially offering the same products. One realtor in Woodbury, MN is using online web video to market herself to potential clients in a unique way. She wanted an image based video to place on her website home page and a clip to play before virtual tours of properties. We recently produced a 1 minute "Professional Profile" . The interview style narrated video highlights her professional philosophy of selling homes and emotional connection to her clients. Within a week, a dozen other realtors from several large firms were looking to produce similar video profiles.
Here's a link to the video by Focus Media Services



The same goes for showing homes. Nothing can tell the story of real estate better than online video. 85% of new homebuyers start their search for a home online. It's one industry that's seeing the benefits and return on investment in online video. 360-degree virtual photo tours do not offer the proper perspective of a property that video can offer. A video "walk through" is a much more effective way to showcase a home.

Custom real estate videos are a modest investment. A walk through video can cost a anywhere from $250-$1000 per home depending on the editing. Take a look at a sample of a walk through from my friends over at MiniApple video.


http://www.miniapplevideo.com/index.php/real-estate.htm">

-Dawn

5 common mistakes made when producing a video

Here is a list of the most common mistakes people commit when creating their own videos

1. Making them too long – People today have a very short attention span and we should not expect them to spend 30 minutes viewing our video. In fact, while many of the most successful videos are 2 – 5 minutes long it’s recommended that you try to create very short videos which are less than 50 seconds long.

Quite a few very successful videos on Online Video Sites have been approximately 30 seconds long. This highlights the very short attention span people have. Therefore, if your video is short and effective, it’s more likely to be viewed than a very long video.

2. No clear introduction – Your video should have a clear introduction telling people what the rest of the video will be about. Try to make the first 10 seconds of the video compelling and interesting, otherwise viewers won’t watch the whole video.

3. Not providing valuable information in the video – Most Internet users do not spend time online just because they want to buy something, but rather to find valuable information. Therefore your videos should provide valuable insights to your target market. Internet videos should not be considered the same way as traditional advertising. Spend time doing your research and discovering the biggest problem your market has – then provide them with information concerning that problem.

Use the video as a way of getting peoples’ attention and send your viewers to a website where they can learn more about you and your services.

4. Creating videos that are too serious – Many of the most successful YouTube videos are humorous. Whichever type of video you’re creating, make it your intention to integrate humour into it. If your videos are not funny or a bit humorous you will lose many viewers.

5. Expecting instant results – Like with all web 2.0 marketing achieving will take some time, therefore do not expect quick results when creating your online videos and posting them to Internet video marketing websites. The good news is that YouTube will host your video for free, so the only thing you will need to do is to create new videos and post them.

With most of your videos it will take time to achieve results. However, when you’re consistent and focus on creating more videos, eventually you will achieve success. I hope that these steps will help you to achieve great success with online videos. Internet Video Industry grows extremely fast, and studying the basic elements behind a good online video can bring a lot of success in the long run.

www.focusmediaservices.com