Video is expected to claim 82 percent of all consumer internet traffic by 2021, making video advertising the most powerful way to attract online traffic and to engage consumers. However, it can be a daunting (and expensive) task to add video production to a marketing strategy.

Here are some tips to get into video production more smoothly.

You can’t go from 0-60 overnight

Integrating video into your marketing strategy will most likely be a gradual, long-term project with some bumps along the way. After all, you can’t expect to go from 0-60 overnight. The hardest part of integrating video advertising is convincing those controlling the purse strings to invest in this important marketing trend.

Proving the effectiveness of video and showing ROI starts by making a long-term plan to demonstrate your successes each step along the way. For example, your Year 1 goal could be to produce five videos that will engage people on social media and generate buzz internally.

Your successes will open the door to gaining a bigger share of the marketing budget for video, allowing you to tackle bigger projects. Presenting metrics that matter to others in the organization (especially those who control the budget) will convince them that video production is worth the investment.

Types of videos

Some videos are inexpensive to produce and can be done in-house, while others call for varying levels of involvement from external partners. Knowing what you are capable of doing will save you time and money.

Videos pushed through social media can be shot with an iPhone or lower-end DSLR camera. We call it “shoot-to-social”. They are an inexpensive way to experiment with your brand’s style and voice, look authentic and generate some measurable metrics. For example, if you release your videos on YouTube, you can utilize a service called Creator Studio that gives you access to metrics like engagement, average view time, unique viewers, where the traffic comes from and much more – all for free.

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Once you prove successes with shoot-to-social videos, you can move on to bigger projects that require more planning, budget and expertise. Such as…

Testimonials are an effective way to show off employee profiles and real customer experiences. They take more skill to produce than shoot-to-social videos since they involve planning, professional equipment (such as lighting) and often use two cameras. You can try keeping the production in-house, but reader beware – we have seen some bad ones. If you’re just starting out and not completely confident in your abilities, it’s a good idea to make use of an external partner. Shop around to get the best price!

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Crowd Sourcing
Sometimes the best content in your video isn’t shot by you. Crowd sourcing is a great way to collect user-generated content that fits seamlessly into your video. The 603 music video we produced for New Hampshire Community Colleges featured an Emmy-award winning soundtrack and a collection of clips submitted by participants in a contest asking people to show what they loved about the Granite State.  

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Digital micro content
Digital micro content videos are 6, 15 and 30 second ads produced for digital platforms. These can be anything – kinetic text animations, testimonials, shoot to social videos. We put them in their own category because it requires expertise to tell a story well in a strictly defined and short time allotment. They may seem easy because they are short, but telling a story in such a strictly defined amount of time actually takes a lot of planning and proficiency.

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Highly produced TV-quality spots
These take the most time, planning, expertise and budget. You almost certainly need to hire external partners with expertise and professional equipment to make a quality, engaging commercial. A high-end TV spot requires professional production quality, talent acquisition, storyboarding and professional editing. While you would of course be a part of the production process, much of the planning and execution would be handled by the production company. If you can do these, you can do anything.

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Take the First Step
Incorporating video production into an already existing marketing culture is a deliberate, multi-step process. Don’t be afraid to fail along the way – that’s an important part of the process. Although it seems like a daunting task, one thing is for certain – you’ll never get there if you don’t start.