You’ve spent six weeks working with a production company on a new video for your brand.
You’ve consulted with what seemed to be the top videography experts on the internet. You’ve seen lighting, sound design, and even props and costuming done to a T. You’ve distilled the essence of your company and vision into three minutes of pure inspiration.
After yet another week (in post-production) you get the final cut from your project manager.
It’s an Oscar-worthy achievement … deserving of every penny you spent. Or so you think.
“Now, what do we do with it?” you ask your project manager.
“I dunno,” he says with a shrug. “Hire a marketing agency.”
What’s More than a Video Production Company? A Marketing Agency that Knows Video
Video is memorable and powerful. But if you want a video to move the needle on your sales and marketing goals, you need more than a video production company: You need a top-reviewed marketing agency. Here’s why:
1. Even the Best Video Isn’t Worth Much if Nobody Sees It
Let’s start with the biggest problem. An effective branded video needs to get likes, comments, and shares – in marketing parlance, “engagement.” Ideally, that engagement will lead people back to your website, where they learn more about what you do. Perhaps they become leads or even customers.
None of that can happen if nobody sees your video. And once a production company dumps it on your lap, you are effectively starting from scratch. Odds are good you don’t have a mature YouTube channel just ready and waiting to ensure your video gets the attention it deserves. So what happens?
Usually, your video just sits there. And if it’s time-sensitive, it ends up collecting dust.
2. One Video Isn’t Enough – Not Even in the Super Bowl
In 2023, a 30-second Super Bowl commercial broke records with a price tag averaging $7 million. About 113 million people watch the big game every year, and if you’re lucky, you’ll catch the attention of a noteworthy fraction. Yet, even companies that make this investment don’t expect it to carry their branding on its own.
A single video might be positively amazing, but the businesses gaining real traction with video are going far beyond. They might be publishing two videos a month or one video a week. After all, most of your audience won’t notice that initial video. Only a marketing agency can help you craft a pipeline of frequent releases.
3. A Video’s Success Is About Data, Not Just Appearance
To really know a video reached its targets, you need to define what those targets are. That can only be discovered within the context of an overall marketing campaign. For example, there’s a big difference between a video meant to introduce your brand and one calculated to drive immediate action.
After clarifying what your video is supposed to do, only data can tell you if it hit the mark. That data comes from analytics on your website, social media, and more. With the right data, a marketing agency guides the future of your video strategy so you get results – instead of looking good, but falling flat.
4. Video Isn’t the Only Technique That Works (or the Best for Everyone)
When the only tool you have is a hammer, every problem looks like a nail.
Video storytelling in service to your overall marketing goals can be a smash hit, but one big secret to content marketing is this: Not everything needs to be a video. Not everyone likes videos. By taking a more holistic view of marketing, you unlock the power of social media, email marketing, and the rest. That empowers you to craft marketing that revolves around your audience (because the opposite is never true.)
Content Marketing Is Key to Getting Real Value from Video Production
The difference between video production and digital marketing is the difference between art and content.
Good video production is art. We respect it. Art exists to be admired, not to do commerce. What brands like yours need is content. Content exists to be used: Its purpose is to help answer questions or solve problems.
The best content marketing strategies meet the audience where they are with the information they need at the moment they need it. And for that, a marketing agency partner that also delivers exceptional video content is your greatest ally. At the bottom of most companies’ urge for video is the desire to do more online.
We can help. Contact New York Ave to find out more or get started.