Why You Need Video Marketing – and How To Get Started
The future is video. The president of Instagram recently claimed it is no longer a photo-sharing app; it’s a video-sharing app. Facebook expects to be “all video” by 2022. Cisco projects that videos will make up over 80% of all consumer internet traffic by the end of next year, and Hubspot found that 72% of consumers prefer to learn about a product by watching a video. The trends are clear: the modern consumer demands video content.
We live in a “post-text” world where people expect fast and digestible information– they no longer want to read through walls of text or hop on a call. Customers are drawn to compelling stories, which videos can capture in a powerful, multi-sensory way that’s hard to achieve with copy alone.
Video content is essential, but creating them can be a foreign and daunting process. Let’s look at what the process entails here at Olivine from end to end.
How to get started with video marketing
Step 1
Creative discovery
The first step is figuring out what you want to say to who. Here at Olivine, we start our film projects with creative discovery workshops, guided by our highly experienced brand and product marketing team, to identify the film’s vision, goals, target audience, and messaging approach.
Step 2
Choose a video style
You can choose to create different marketing videos based on your needs and goals.
Goal: to capture and communicate your mission, vision, and brand values.
On-screen: Vision films typically show your leadership team, employees, office, and product at a high level to capture your core values and vision for the future.
Goal: to position and explain your products clearly.
On-screen: Product films show an in-depth and zoomed-in view of people using your product to show what it offers and how it impacts the lives of users.
Goal: to feature how your customers engage with your products.
On-screen: Customer story videos show interviews of your customers and shots of how they go about their day with your product in their life.
Goal: to clearly explain and illustrate your product and the problem it solves.
On-screen: Explainer videos use animated graphics, text overlay, and voiceovers to depict what your product does clearly.
Step 3
Pre-production
Pre-production is an essential part of the filmmaking process, as it sets the stage for a successful day on set. Pre-production includes planning, scripting, scheduling, storyboarding, casting, location scouting, and creating shot lists and call sheets.
Step 4
The film shoot
Here at Olivine, we coordinate all logistics for a one or multi-day shoot. On film day, our crew arrives early to unload the gear and set up lighting and staging. We then work through our shot list to conduct interviews and capture footage. All pre-production leads up to this day (or days), and all post-production flows out of it.
Step 5
Post-production
Post-production is where your video comes to life. At Olivine, we begin by editing content and sharing cuts to receive feedback from the client. Typically, we see about two to three rounds of revisions using review software like Frame.io or Vimeo. Then, once the picture is locked in, we bring in music, graphics, and title overlays. Finally, we apply sound mixing, color correction, and handle approvals.
How much video marketing costs
Modern technology has made filmmaking accessible at a wide range of price points. Ultimately, however, consumers are drawn to beautiful, crisp images, and it’s important to recognize how much goes into making a top-quality film. How many cameras are needed? Do you want actors or hair and makeup artists? Will you need a teleprompter or other special equipment? Are you using licensed music, or do you want an original score? How much editing and animation will you need? These are all questions to keep in mind when planning your video budget.
At Olivine, we specialize in making top-quality cinematic marketing films. Expect to spend at least 10k on video on the very low end. From here, a video can cost upwards of 100k, depending on the project and video type. For example:
Vision film
Cinematic vision films typically run between $70k and $250k.
Customer story video
Customer story videos typically cost between $25k and $60k.
Animated explainer video
Animated explainer videos typically cost $10k - $50k per minute of video.
While there is a significant investment, there is also a significant return.
Why videos are a great investment
Videos see higher levels of engagement and conversions than any other medium. Unbounce found that landing pages with videos see over 80% more conversions, and at Olivine, we’ve seen click-through rates increase as much as 90% with clients who include product overview videos in the hero of their homepage. Marketing videos are also a long-lasting investment. Videos, particularly those of cinematic quality, are evergreen and can be shared and repurposed for years to come.
With video as the dominant online communication medium, it is more important than ever to include video in your marketing strategy.
Reach out to discuss how Olivine Films can help incorporate video into your marketing plans!
