How professionally-produced product video can be affordable
Companies that take a strategic, holistic approach to video production can significantly lower the unit cost of production and improve brand consistency by designing video programs that consolidate and standardize video production across their marketing mix.
Many executives and marketers hold the misconception that professional product video production is expensive. They often assume that consumer-facing video is a luxury, to be deployed intermittently, only when especially necessary. At the same time, companies undergoing digital transformation soon realize that they need a lot more video, more often – simply to stay competitive and relevant with consumers – whose changing expectations and behavior may require video at nearly every touchpoint.
It’s certainly true that producing professional-quality videos can be expensive – especially when they are produced as one-off projects. However, companies that take a strategic, holistic approach to video production find that they can significantly lower the unit cost of production and improve brand consistency by designing video programs that consolidate and standardize video production across their marketing mix.
Video Projects vs. Programs
In many large companies, video production is funded by different teams and budgets spread across siloed functional departments, brands, and business units. Each video production is treated as a one-off project that is spun up and down – often with different standards, methods, and vendors. This approach not only wastes time and money – but it also results in content with high variability of quality and effectiveness.
In the dynamic, fast-paced world of digital marketing, it’s vital to approach video production as a strategic, organization-wide program, with clearly defined standards/processes, dedicated personnel, and trusted vendor-relationships. Companies that produce video in a programmatic fashion are able to continuously and cost-effectively create the fresh, impactful content their prospects and customers demand.
How program-based video partnerships maximize ROI
For a larger retailer or manufacturer, especially one with large product catalogs or multiple brands, consistently and quickly producing high-quality video at scalecan be a challenge. This is why a program-based relationship with a specialized video production firm can be so valuable. These long-term engagements reduce both costs and risk – while also elevating content quality, effectiveness, and consistency.
The benefits of partnering with a specialized video production service provider to define and execute a strategic long-term video program include:
- Lower predictable unit pricing. A skilled video company will be able to batch shoots more efficiently by creating templated and modularized production models that allow for higher and more consistent daily throughput. These service providers will leverage the same shoot for multiple video use-cases, co-locate with photography shoots, and create derivative assets for different channels of a client’s media strategy (eCommerce, social media, display ads, and more).
- Production agility with lower risk. Working with a dedicated team that becomes intimately familiar with your brand drives shorter lead times, less upfront work, and fewer obstacles. An experienced provider is less likely to make common mistakes, bust budgets, or miss deadlines. Additionally, a skilled partner will create streamlined workflows that integrate well with your existing people, processes, and technologies.
- Consistently effective on-brand content. A trusted partner will collaborate to define detailed style-guides and production methodologies to ensure all videos stay faithful to quality and brand standards. An effective video production partner will also help centralize your video program to coordinate efforts across departments and business units. For instance, they will customize production strategies and define schedules based on product launch and promotional calendars. Finally, the most sophisticated production partners will be data-savvy; they will ask for access to analytics systems and reports in order to institutionalize feedback loops to constantly optimize creative and help measure program ROI.
For more information about how Invodo can help you maximize the investment you make into video production, contact us here.