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Video Budgets: From Low
Jon Wuebben - CEO, ContentLaunch
Friday, May 24, 13
What is your goal?• Branding
• Search Engine Optimization
• Social Sharing
• Teaching
• All of the above
• Just to get some video up on the site
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Considerations• Intended use (60-second video news release or five-minute
documentary story?)
• Intended audience
• In house talent or hiring talent?
• Scripted or not?
• Quality of the final editing (is it to be edited in iMovie or Final Cut
Pro?)
• Other questions important too: “why” and “what kind” and “who
for?”
• “Low Production Value” (LPV) video vs. a “High Production
Value” (HPV) video
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Low Production Value VideosChoosing LPV videos makes sense when:
• There’s little to no budget to hire a videographer
• The look and feel of LPV is acceptable for the subject and audience type
LPVs have the following characteristics:
• They are captured with a “prosumer” level of camera (i.e. cameras marketed to consumers but with some features found on professional grade products), or small handhelds such as Flip cameras, the iPhone 4, etc.
• The camera is often handheld
• The audio is often captured by an in-camera microphone
• The audio is usually “voice on tape” (versus voiceover narration recorded in a studio)
• The videos have minimal editing done in amateur apps such as iMovie
• Available light is the primary light source
• Color balance, tone and saturation are often what the camera originally captured (i.e., there is little to no post-processing adjustment of the picture)
• There are little to no motion graphics (animated text, etc.)
• The video is shot at a convenient location, even if better locations exist elsewhere
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LPV Video Example Hubspot TV
h"p://www.hubspot.tv/marke3ngupdate/bid/141328/Remarkable-‐Marke3ng-‐Moments-‐from-‐2012-‐Marke3ng-‐Update-‐1-‐4-‐13
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High Production Value VideosHPV videos are used most often when:
• There is budget for a professionally-produced product
• Meeting the objective of the video storytelling can’t be left to
chance or luck, to an intern or an inexperienced employee
• High-fidelity color is important (e.g., showing products, interviewing
the CEO, etc.)
• Messages have to be on point, either through scripted on-screen
dialog or voiceover narration
• A consistent product, on budget and on time, needs to be delivered
for a series of videos, a conference or special event, etc.
Friday, May 24, 13
High Production Value VideosCommon features of HPV video include:
• High-quality motion graphics, including animated logos, title slides, lower thirds, ending credits, animated infographics, etc.
• Video lighting set-ups ensure accurate color reproduction
• Professional-level HD video or HD video-enabled digital still cameras are used
• High-quality ambient audio is captured on location or from a set
• Wireless microphones are used on interview subjects
• A written script is often reviewed by several people
• Voiceover narration is recorded in a professional sound studio, often by a professional voiceover talent
• A paid host or talent may be a primary onscreen character or personality
• Licensed music is used
• Principal video is edited together with “B” roll video
• Editing is done by a skilled professional using Final Cut Pro
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HPV Video Example Dollar Shave Club
h"p://www.youtube.com/watch?v=ZUG9qYTJMsI
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Key Budget Considerations• Arranging the shoot
• Conducting the shoot
• Managing the content (backing up tapes or disks)
• Logging the tape
• Editing the content
• Managing the approval process with the client and/or manager
• Uploading the video
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Videographer Costs• Producing HDV videos, costs between $1,000 and $6,500 per finished
minute for planning purposes
• Depends on the number of variables involved
• Editing usually takes up a big portion of this budget
• A professionally-produced LPV video: lower end of the range
• Video produced with the production
values found in broadcast programming
(Discovery Channel or PBS): higher end.
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Videographer: Key Questions• Do you already have a concept, or are we developing one for you?
• If your concept is more expensive to produce than you thought, are you open to a different concept that achieves your goals within your budget?
• What exactly needs to be shot? (determines which equipment is needed)– How large a crew is needed– how many days of shooting will be required
• Where are we shooting the video? Are there location expenses?
• Do we need to hire actors or models or voice-over talent? Or are we using your own people? (There are pros and cons to each.)
• How complex is the editing?
• Will there be sophisticated graphics or special effects?• Will we need an original music score, or stock music, or no music at all?
• How long will the finished video be? (Helpful hint: Shorter is better)
• Do we need to shoot in HD or standard definition? (HD looks great, but is more expensive. Standard-def is often more practical, especially for web commercials)
Friday, May 24, 13
Types of Videos & My Budget Recommendation
• A company overview video: On your website, social media, in an
email marketing campaign or for sales staff
• Product announcement / launch video: Expand your reach and help
your customers, partners understand the big picture
• Educational content: After face-to-face meetings, video is the 2nd
best way to ‘Show and Tell’, teaching without selling is HUGE.
$3-5K/Video (MAX)
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Great Resource• “What does a corporate web
video cost? 25 Factors”• One Market Media blog• h"p://onemarketmedia.com/
blog/2010/03/what-‐does-‐a-‐web-‐video-‐cost-‐25-‐factors-‐with-‐prices-‐that-‐affect-‐video-‐produc3on-‐costs/
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Video Content Best PracticesØ Nothing coverts better than
video, it can tell your the story with higher impact, engagement and ROI.
Ø Its about telling a story! Find the angle, develop the story and get your viewers truly engaged.
Ø Expensive editing and production is not needed or expected, think instead, how can I authentically connect?
Ø Like any other type of content, don’t sell your products and services, inspire connection.
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Video Content – Key TipsSEO• Create a relevant, keyword-rich title and description • Include your URL in your video • Provide a transcript of the video • Brand your video • Always provide an HTML link for your videos • Place video on all of your content channels
Distribution• Create a YouTube channel • Add your video to your blog or website • Use mass syndication service TubeMogul • Add videos to industry publication websites
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Content Launch
• Work with 500 companies, in 7 countries, in over 50
different industries
• Subsidiary of Telegent Media, LLC
Friday, May 24, 13
Buy the Book!
Available on Amazon in all formats
Friday, May 24, 13
Contact InformationJon Wuebben:
• (909) 437-7015 mobile
• Twitter: @jonwuebben
Friday, May 24, 13
