In the years we’ve been in the video production industry, we’ve seen and heard it all in terms of the objections and misconceptions people might have, as well as the things they think video content can or can’t achieve for their brand.
The truth is, there’s no hard and fast answer because every business is, of course, so different, but what we do know is there are ways that video can make all the difference. Especially when it comes to delivering a compelling and engaging brand story during a pandemic.
We wanted to share a bit of insight into how video can work for all kinds of businesses, even during these crazy COVID-19 times, tackling some of the most common misconceptions along the way.
Common objections to introducing Video Content
“It’s not the right time to introduce video”
It’s understandable that one might think now isn’t the time to get a film crew onto the premises and perhaps, it might not be deemed by some as ‘essential’, however, for many businesses, they’re still working to normal capacity, albeit remotely.
Face-to-face events, meetings and the like are out and Zoom is very much in (although let’s face it, the Zoom Fatigue is pretty real now!), but there are still messages to be delivered and ones that aren’t suitable for written communication. Things like how-to videos, tutorials, training and more are all things businesses are adopting in the wake of the pandemic, ensuring that face-to-face communication is still at the forefront, despite not actually being, y’know, face-to-face.
The fact is, most offices, factories and warehouses are at skeleton staff right now, so spaces are clearer than ever. We’ve adapted our processes (details here) to ensure the entire process is completed safely, meaning clients like Weber, CTD Tiles and Little Inventors – to name a few – have still been able to keep up with their video content output.
Video isn’t a ‘turn up on the day and see what happens’ kind of thing, it’s meticulously planned with shot-lists provided, so in terms of planning who should be involved and when, with minimal human traffic, is actually a breeze. We’ve worked closely with clients to ensure their staff feel comfortable and safe, that the premises are COVID-secure and that every precaution is taken.
Furthermore, if there’s something you’re looking to produce and Zoom is the only option, we’ve worked with clients like Natural Sciences and Engineering Research Council to really up the ante with the use of Zoom, editing together and using animation, music and other brand imagery to break the monotony.
Usually, all it takes to spark creativity and quash those niggling thoughts is an open discussion about what you’re trying to achieve and the concerns you have. We work out the rest.
“I can’t afford video right now”
Did you know that video can increase organic traffic by 157%? That it improves bounce rates? That 93% of marketers say video has helped them bring on new customers?
To us, the benefits of video production from a marketing perspective are boundless, but we get it: spend is important and budgets can be tight right now. Whilst we have set standards as to how we work, the products we’ll take on and who we work with, we’ve also had to adapt during the pandemic, offering more accessible entries into video production such as utilising Zoom, streamlining the crew and helping to make it work for our customers.
If you think that you can’t afford video content production right now, it’s always worth looking into suppliers and asking what’s possible. Any creative worth their salt will be able to work with you to come to a solution that fits both your vision and your budget and if not, there’s loads to be gained from producing your own video content. We’ve shared a little insight into this here.
If you’re the person managing the budget but perhaps don’t have sign-off on new mediums right now, it might be worth assessing what was budgeted (e.g. for things such as brochures, event attendance, exhibition costs…) and what’s actually been spent, to see if there’s any wiggle room to invest in a medium that will not only bring your brand to life but provide you with evergreen content for years to come.
“We don’t know where to start”
This is one of the most common thoughts and objections when it comes to video and it’s usually the easiest to solve. Whilst not everyone has the creative vision to see how a video could work, everyone has an idea of what they want to achieve, and that’s exactly the starting point.
Break down exactly what you’re trying to say, to whom, and via what channels, then contact an experienced video production specialist (pssst, that’s us!) who will be able to draw the answers out of you to connect the dots.
We’ve heard horror stories in the past where companies have been asked to storyboard the project themselves (no! Just no!) in an attempt by the videographer to keep the cost down. Let’s just say, you get what you pay for, but we certainly wouldn’t put the responsibility on a client to complete this crucial step in production, no matter the project!
Video content production is an iterative process, so there’s a high chance we’ve worked with a similar business and can adapt ideas to fit, gleaning insight gained over the years to advise on the best course of action for your brand.
“Where will we use it?”
Depending on the type of video you’re looking to produce, you can use your video everywhere. Even those aimed at internal staff can have great advantages when promoted externally, for things like recruitment, brand awareness and a look into the culture of the business.
You can use video content on your website, across social media (we help clients to create shorter snippet-style videos that work well on social), in presentations/reports (embedding is easy!) and even – when normality resumes – in face-to-face meetings.
“We tried doing a video once but it didn’t work out”
That’s like having a dodgy kebab and swearing off takeout food for the rest of your life. That might be a bit of a stretch, but we hear this a lot when approaching new clients and it always ends up being the case that the production company that was hired simply wasn’t up to the task of creating a professional piece of content.
You can get relatively decent cameras and lights on a budget these days but just because you have the equipment doesn’t mean you know how to use it to create professional video content. The meticulous planning involved to create a high-quality video can’t be skipped.
Before we turn up to a job, our clients already have a clear idea of the content, the style, the graphics, the runtime, and even an idea of the soundbites we’re going to get from any interviews. If you’ve had a bad experience in approaching video in the past, please reach out to us and let us show you how we can make the experience a breeze for you, whilst delivering the product you needed! (check our testimonials if you need some reassurance!)
“Our competitors aren’t using video so we don’t see the value”
There can sometimes be a bit of a trend in the world of marketing that dictates that competitors all say and do the same thing. But let’s take a second to think about it from a customer point of view: how do they differentiate you from your competitors?
Doing something different can be scary, but we would bet good money that after you produce your first video, your competitors will follow suit. Not to mention the fact that the messaging you’ve been trying to put out there will be far more accessible and digestible for your end customer, which can only be a good thing for engagement and sales!
Got some objections or queries of your own? We’d love to chat. Whilst we understand it’s a crazy time and planning anything can seem like a bit of a thankless task, if you’re struggling to convey your message or get a project underway for any reason, we’d be happy to speak about how video content can make all the difference.
Get in touch here for a no-obligation exploration of your ideas.