How to create cost-effective corporate video
Last week, I got a great question from a reader of The Slate:
“How do I create corporate videos cost-effectively?”
Before we dive in, let me say what you all probably already know:
Your budget is not directly related to the success of your video.
(I’m sure we’ve all seen some very bad high-budget movies…)
All that a big budget does is give you more options, which are nice to have, but not essential.
Now on to the strategies…
1. Start with the right questions
Regardless of how much you have to spend, you should start with two questions:
- Who is your audience?
- What do you want your audience to think, do, feel, say, buy, or buy into?
If you have a limited budget, it’s tempting to think that the most cost-effective move is to make one video that does it all.
Don’t make that mistake.
When you try to make a video that is all things for all people, your video’s messaging ends up getting too diluted (or too messy) to resonate with anyone.
If you make a video that doesn’t accomplish your goal, you’ve essentially wasted your budget (which is decidedly not cost-effective.)
2. Develop your concept and your shooting approach in tandem
If you have buckets of cash on hand, you can afford to think up whatever concepts sound great and figure out how to make them real later.
If you’re working within a budget (particularly a smaller budget), get clear on your limitations from the start and create concepts accordingly.
You might consider concepts that involve:
- Well-shot user generated content (a newer iPhone and a ring light can go a long way).
- Motion graphic templates (rather than custom graphics)
- Shooting footage at locations that you control (why rent a studio if you have a great office space?)
Take a look at the factors that determine the price of a corporate video and create your concepts with these in mind.
Trying to do a big-budget concept on the cheap will look bad and drive you crazy.
Finding a concept that fits your budget and doing it really well is always the better option.
For example:
Paranormal Activity cost a meager $15,000 to shoot, but it brought in $194M.
The concept for the film only required seven shoot days and a home video camera sitting on a tripod (eliminating the need for extra crew).
3. Where to spend
- A writer/creative director: If you aren’t used to creating concepts for video, work with an experienced corporate video writer or creative director. If they understand production, they’ll tailor their concepts to your budget.
- A pro voice actor: If you’re using narration, spend a few hundred dollars on a professional voice actor. The production value they’ll add is worth the nominal cost.
- A strong editor: Great editors can make bad footage workable, and they can take decent footage and make it shine. They’re not miracle workers, but they are damn close.
4. Batch your content
Consider capturing footage for multiple different deliverables during your video shoot.
Especially if you are capturing on-camera interviews, you may have time to ask your interviewees a few extra questions that will end up in a second (or third) video.
(And, if those videos will be useful for another team within your company, that team might be able to help fund your video shoot.)
The Upshot
Great storytelling doesn’t require a massive budget — it requires smart choices and careful planning.
If you’re looking for additional context on pricing, I’ve got a post about it on the Tribe blog:
How much does a corporate video cost?
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