Behind the Curtain: Demystifying Video Production (Myth #1)

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We all know visual storytelling and video content is one of the most powerful marketing tools to spread your message on the internet. (If you don’t believe us, just ask Mark Zuckerberg.)

But how do you go about actually creating that content? Where do you start?

In this series of posts, we will shatter some of the misconceptions around video production and hopefully inspire you to reach out for help to create content around your own authentic message.

MYTH #1: BUDGET

One of the biggest fears individuals and companies have when it comes to creating video content is the dreaded budget.

“Making videos is for the bigger companies; we’re not there yet.”

“Production is so expensive.”

“We really can’t afford it.”

Sound familiar?

This is what many, if not most, smaller brands and companies believe when it comes to video marketing. But we are here to tell you this is not strictly true* and here’s why: Technology has created a revolution in its democratization of video. You only need to look at some of the young YouTube vloggers whose iPhone-shot videos have hundreds of thousands, often millions, of views. Their messages are authentic and their audience is hungry for the content they are creating. Their budgets? Next to zero.

*That’s not to say you can’t spend thousands on a full-blown agency campaign, you absolutely can. But here’s what larger production companies won’t tell you: there is a good chance your investment won’t gain any more traction than if you spent a fraction of that cost.

The good news is you can spend a relatively small amount of money and end up with great content that tells your story powerfully. Every story can be told in a number of different ways and if you find the right creative team to help shoot and craft your story simply, powerfully and authentically, your video will gain as much traction as the bigger agencies in getting your message out to the broader online community.

Ultimately, people connect with emotionally powerful stories, and they don’t need to win the Oscar for best cinematography. Yes, the video should look great, but if you don’t have a strong powerful story that your audience wants to watch and share, you are left with a series of beautifully edited images that no one cares about. Think carefully about what you want to say, and then choose a creative team who are in alignment with those values.

Example video from a social media series we created for an ongoing digital campaign:

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Posted by Dr Bradley Nelson on Wednesday, April 20, 2016

There are many people in the marketplace offering video marketing or production services and it can definitely be overwhelming trying to find the right producers for the job. The key is to go with people who have a lot of experience in visual storytelling AND who will tell your story in a way that aligns with your brand/identity; because at the end of the day, there is no point in shooting anything if it doesn’t reinforce your philosophy, regardless of budget.

COMING SOON… MYTH #2: THE MAGIC FORMULA

(Hint, there isn’t one)

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Join me (Drew Gerber) and our head of video production (Kim Levine) for a BLAB discussion about viral video production on Tuesday, August 9 at 12:00 pm EDT / 9:00 am PDT.

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