4 Ways to Make the Most of Your Video Budget

By Michael Marabella

Today, video is everywhere. It seems every social media platform is optimizing for video, and because of that, every brand is jumping on board to create their own video content. This makes sense because video is the most engaging way to connect with an audience. It can convey a message quickly and more effectively than a text post or an image.

On the other hand, videos are much more expensive to produce than images or text. They usually require professional equipment, actors, locations and time — all things that don’t come cheap. It is also easy to tell when corners were cut in producing a video.  

Since we are all looking to make the most of our marketing budgets, I am going to share a few tips that will keep your video projects inexpensive and high quality.

Write for Your Budget

This one may seem obvious, but it is often overlooked when concepting video content for social. The idea is simple: Rather than trying to make a $10,000 video for $2,000, why not make a $2,000 video for $2,000? If you think small and pitch video ideas within a realistic scope, you will often end up with a much better product than if you try to make something too involved.

Tabletop It

A world of possibilities can be achieved with just a roll of paper and a table. Using a seamless tabletop setup (pictured above) can be a great way to shoot small videos on the cheap. Tabletop setups don’t require much space or lighting, since the subject matter is small. You can use this technique to make stop-motion videos, tutorials or even just product shots. You can also buy seamless paper in your brand’s colors to keep your social content on-brand.

Episodic Content

Since video production can be very involved, another great way to save money is to shoot several videos at once. In order to do this, you should concept ideas that involve multiple parts or “episodes." By grouping several videos into one shoot, you can cut your production costs while still yielding more content.

Sliding Scale

A social video doesn’t have to be a movie. It doesn’t need a complicated story arc or even a beginning, middle and end. A social video can be just about any kind of moving image.

In order to make the most of your content budget, you should treat video content like a sliding scale. Sometimes a video can be as simple as a photo slideshow; it could even be a photo that has one moving element, which is called a cinemagraph. And of course, there is everyone’s favorite piece of content, the GIF, which for all intents and purposes is a little video.

By thinking of video in a more fluid way, you can discover new ways to market to your audience without breaking the bank.