Newsflash — perfection is overrated when it comes to video marketing. Video content no longer has to adhere to Hollywood-level production values to be credible.
The big barriers for video content creation no longer hold true. It’s not about the camera, fancy lenses, perfect branding or over-scripted content. Everything you need to create compelling content and produce top-notch videos for today’s audiences is likely already in your marketing arsenal.
Rethinking video marketing
The question isn’t whether you can afford sophisticated video marketing; it’s whether you can afford to keep overcomplicating it to the point where you do nothing.
The cost of creating a producing a marketing video varies widely, ranging from $1,200 for a basic video to $50,000 for a premium production. Many marketing teams are allocating thousands of dollars for professional video equipment, production crews and costly editing and reshoots. Meanwhile, content creators with nothing but smartphones and a YouTube account are building audiences in the millions, driving brand awareness and sales.
The challenges of effective video marketing aren’t technical or financial. We’ve been overthinking, over-producing and, ultimately, missing the point.
Quality, redefined
The standards for quality video content have shifted. Today’s viewers aren’t impressed by an elaborate set and multiple camera angles. The most powerful marketing tool may be your brand’s willingness to show up authentically for your audience. Develop a strategy that focuses on:
- Relevant information that addresses their needs and pain points
- Sincerity, rather than polished sales pitches
- Content that centers on them, not just your brand’s message
- Trustworthy faces and voices they can connect with personally
Over-produced content can actually reduce credibility. Trust has shifted from brands to people, making it crucial for real team members to appear on camera sharing personal insights. It’s no surprise that influencer marketing has taken off in recent years, propelling brands through social media with genuineness and relatability that modern consumers crave.
Make no mistake, we’re not advocating for sloppiness. Contrary to some opinions, typos in captions don’t make you seem authentic and approachable. They make you seem lazy and/or too cheap to hire a proofreader.
The simpler the better
The playing field has never been more level for smaller brands trying to hop on the video bandwagon. When it comes to production, you likely have all the equipment you need.
- Current-generation smartphone. The latest iPhone or flagship Android provides cinema-quality video capabilities
- Natural or minimal lighting. Window light or an inexpensive ring light eliminates the need for complex lighting setups
- Basic audio solution. A clip-on microphone can enhance sound quality, without costing a fortune.
- Simple stabilization. An adjustable tripod or even a stack of books can eliminate distracting movement.
By focusing on sincerity, value and customer-centricity rather than production perfection, you’ll create video content that builds genuine connections with your audience — using nothing more than the tools you already have.
Lights, camera, action
Getting started has never been easier. And the potential rewards have never been higher. Ditch the overproduced corporate video approach and give your audience the unique voice and perspective they’ve been waiting for.