Thank you to Hamlin Creative, a production agency founded by Brendon Hamlin, for sharing tips on low-cost ways emerging brands can use video in their digital marketing strategy. Also, check out Hamlin's guest blog, "Amplify Your Summer Activation with Engaging Video Content."
In my early days as a promo producer, we attended a yearly conference called Promax. At that conference, there was a session called "Champagne Tastes on a Beer Budget." This seminar shared tremendous creative assets, including local promo spots, national commercials, and cable network image pieces.
All of the highlights focused on great creative work with small budgets.
Picture this: a black screen with many sheep' baaing.' Then you hear footsteps walking down a hallway. A door opens as a man yells, 'SHUT UP!' Then the end page. It's the Silence of the Lambs. It was a brilliant breakthrough idea that cost only a few hours for graphics and sound. It's a BIG idea with a small budget.
Silence of the Lambs was released during the era of network and cable TV dominance when there was some competition, but not as much as today.
Now, thousands of channels and streaming platforms are jockeying for your attention. So, how do we break through the clutter and create great content on a thin budget? Don't despair. Here are creative ways to produce impactful content on a tight budget.
Utilize a smartphone camera to film content. The camera on most modern smartphones is more than capable of capturing quality video, especially in good lighting conditions. Short, informal videos showing off your products, giving a glimpse behind the scenes, or highlighting customer testimonials can be very effective. Apps like iMovie and Adobe Premiere Rush make basic video editing easy. Pro tip: Get close when shooting, as wide shots are not as compelling. Detailed shots show detail and nuance. Editor's note: Check out our blog post "How Can You Cut Through With Live Video?" for additional tips.
Incorporate the 'Live' option. Live streaming video has become hugely popular on Facebook, Instagram, YouTube, and other platforms. It's a great way to connect with your audience in real time through Q&As, product demos, and interviews with limited equipment. Be specific, prepared, and engaging. Interact with the people in attendance and ensure they feel appreciated.
Repurpose existing content. Save your content and repurpose it. This tip is huge, and so many people need to pay more attention to the value of archived footage. Look through your existing resources, like PowerPoints, webinars, screenshots, and photos that creators could repurpose into short video clips. Add captions, annotations, voiceover, or music to repackage that content into engaging video form. Pro tip: Make sure you follow music copyright use guidelines.
Experiment with animation and slideshows. Creating animated videos doesn't have to mean complex graphics. Tools like PowToon, Biteable, and Animaker provide drag-and-drop business animation templates to build videos from stock footage and graphics. Or use PowerPoint or Google Slides to put together simple slideshow videos.
Solicit user-generated content: Encourage your followers and customers to create video testimonials, unboxing clips, and product showcases. You can incentivize them by running contests or doing random giveaways for the best user videos. It's low-cost content that builds buzz! Editor's note: Check out our blog post "Three Ways Brands Can Utilize User-Generated Content (UGC)."
The key for small businesses and marketers on a tight budget is to get creative and use affordable tools and resources. While big-budget video can be great, a lot can be accomplished with video marketing using your smartphone and some free or low-cost apps and platforms. The most important thing is to be authentic and engaging. So get filming
Hamlin Creative is a production agency in Asheville, NC, specializing in video, photography, post-production, and live-action event capture. With over 25 years of experience, Hamlin Creative has worked with iconic brands such as GUINNESS, Jeep, TLC, Discovery, and FoxSports. Learn more and contact Hamlin on its website.
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