People are saying goodbye to their desktop and laptop computers when searching the web, and fully embracing mobile as their preferred search behavior. Mobile-first mentalities have permanently changed how people interact with content.
To have any measurable degree of success with content, marketers must create content that is optimized for mobile behavior. Content also needs to be available when, where, and how people want to consume it.
- When people want their content is whenever they have a moment to spare
- Where people want content is in their news and social feeds, readily accessible at their earliest convenience
- How people want content is in creative and entertaining formats like visuals and videos
Video is credited as the future of marketing. Video content provides educational, entertaining, and swift experiences for viewers, which also help brands engage with their viewing audiences. Video is also optimal for mobile behavior, especially vertical videos that are commonly used as content for ads in Instagram Stories.
However, videos are expensive pieces of content to create. Traditionally if your content plan included many video assets, you’d have required a significant marketing budget to, first, create those videos and, second, execute on your plans.
But what if your budget is limited? How do you keep up with consumer demand for video content with limited resources at your disposal?
Let’s look at the current video marketing landscape and new opportunities to create video at scale so that you can:
Identify what video content is best for your brand
Reduce your video production costs with localized content
1. Identify What Video Content Is Best For Your Brand
The first thing you want to do is look at who currently uses video content and what the data tells you about user engagement rates with that content.
What do the numbers say?
- 87% of online marketers currently use video content in some capacity
- 65% of marketers are increasing budgets for mobile advertising to include video content
- 96% of B2B marketers use video in their marketing campaigns
- 82% of B2C marketers use video as part of their marketing strategies
On the flip side are the people who view the videos and, if the numbers are any guide, people love their videos.
- A great video experience increases a person’s brand recollection by 139%
- Similarly, quality video content will improve a person’s purchase intent by 97%
What about user interaction?
According to HubSpot, there’s plenty of interesting data about people who interact with video content.
The most interesting statistics call out what people do after they view the video. An overwhelming number of people who interact with mobile videos will go on to share that content with their own networks.
Even more telling is that 90% of people say video content, specifically product video content, plays a role in their decision to purchase a product or service.
Data compiled by Facebook Insights tells a similar story about how people are discovering new content, products, and services. Three of the top 5 most used apps in the US are photo, video, and visual first applications.
There’s no denying it. A sizeable amount of the population engages with video content, and is inspired to interact more with the brand that creates those videos.
If video content isn’t part of your current marketing strategy, it’s time to make a change.
What are the costs to create video content?
Once you’re ready to make that change, it’s time to take the next step in your creative process. You need to decide how much of your marketing budget can be spent on video content.
Technically the first thing you need to do is decide what kind of video you plan to create. A training or explainer video, in all likelihood, will be less expensive than a bold television-style piece of content. But there’s still significant costs to create product-friendly videos.
If your goal is to educate people about how to use your product or service, you’re likely planning a 60-second video to tell the full story. You can expect to pay in the neighborhood of $5,000 to $10,000 if you’re creating this content with assistance from a trusted video producer.
If you’re lucky or have the right connections, you can lower some of these costs. The CEO of Dollar Shave Club pulled some strings when his brand produced their explainer video and completed the finished product (a 90 second video) for only $4,500.
The bigger you plan, the bigger the costs. For example, a Hollywood-style video, like a Super Bowl ad, can cost you up to $1 million to create!
What about videos for social?
The thing about mobile behavior is that 60 seconds is often too long for a typical mobile user. Studies suggest that 45% of viewers will stop engaging with a video by the time a full 60 seconds plays out onscreen, and 4 out of 5 people will click away from a lengthy video if it stalls while attempting to load.
BBC News analyzed the impact of video content shared to their Instagram channel in June 2016. The average length of the 10 most engaging videos was well below 60 seconds, and they all contained high-quality custom visual footage from various environments.
Instagram prides itself on being a platform for rapid video content consumption. Marketers have the option to post a video as short as 3 seconds onto the channel. If the production is high quality, the visuals display character, and the story is succinct enough to tell the viewer everything they need to know about the content in the video, then 3 seconds is enough time to make an impact.
2. Reduce Your Video Production Costs With Localized Content
Localized content is part of the new world order. People are better able to connect to brands that position themselves as affiliated or entrenched within localized regions and neighborhoods.
Research indicates that 57% of consumers are convinced by localized content to learn more about a product or brand. In these situations, when a person is in discovery mode and eager to learn about new ideas, products, or services; localized content is more important than even the price of a product.
How do you create enough localized content?
People clearly want their content connected to their homes and their values. As a brand marketer, you need to give your target audience incentive to, first, interact with your content and, second, to learn more about what your brand can do to improve their lives.
But if your marketing budget is limited and your pool of prospective customers is all over the world, how do you create video content in a variety of locations to connect with as many of your customers as possible?
The simplest solution is to say that technology can help you achieve your goal. There are many video production and editing platforms on the market to help you create your content. However, these services only help you create more videos. They don’t solve the problem of how to create more localized videos.
What new solutions are available?
Many marketers have become acquainted with software as a solution (SaaS) platforms, but there’s a brand new category that has spun out of those solutions. Content as a service (CaaS) technology incorporates the benefits of SaaS solutions, but focus strictly on creating custom localized content at scale.
CaaS software streamlines the creative process to help brands acquire more localized content for a variety of campaigns. The benefit of this workflow is that internal marketing teams can focus their efforts on mapping out strategies and executing those plans, while the creative work itself is completed using the platform.
This is a high level outline of how CaaS solutions help improve your creative process.
You can develop your own creative brief with specific brand guidelines, and enter the brief into the platform. The platform then matches the particular style outlined in the brief with the best possible contributors, from any location, who can best create custom videos for your team.
Once the contributor is briefed, a localized setting is found to shoot the videos. Contributors affiliated with CaaS providers understand that the brands requesting this content expect only the best, and subsequently select locations that will best tell the story outlined within the brief.
The content is then uploaded into the platform and curated to become ready-to-use. The content is then sent to your marketing team who are then free to use the content in any capacity, and exclusively for their own campaigns.
Why is exclusivity important?
While localized content is more engaging to the typical user, customized videos with styles unique to your brand are more interesting than generic content. People respond better to something that is unique or targeted to their specific interests.
It can even be a simple video showcasing a local environment at peace. Sometimes people just want to enjoy the scenery!
The point is that a video made exclusive for your brand demonstrates that your content is not the run of the mill collateral that’s all over the web. When people visit your channels or your website, they know that they’ll find unique content with connections to localized markets. That’s powerful incentive to engage with your brand!
Ready to learn more about how to create localized custom video content at scale? Request a demo with our team and start diversifying your brand with unique content.