Fear not, this isn’t another article selling the virtues of video marketing. We all know that’s a given. But what we should focus on is the approach and type of video which provides the best long term value. After all, that’s what marketing is all about right? Results and a better return on investment.

**Now before we continue, caveat alert. Regular readers of mine will know that I’m rather frank. I’m not keen on sugar-coating. And the reason being (in this instance) video marketing is powerful…when done well. So, to mix my metaphors, I’m not going to be throwing any punches.**

There are many options in the world of video marketing, but for simplicity, I’ll be looking at three different options marketers can choose:

• The monkey with a rifle… ok fine, we’ll call them the DIY’ers
• The point & shooter
• The Assassin

And to explore the merits of each, I’ll be using these metrics:

• Time to produce
• Cost
• Long-term value
• Audience perception


Let’s begin with the monkey with… fine, the DIY’ers

They’ve read all the blogs, listicles and think “I NEED TO DO VIDEO NOW!”. So they do no more, grab their phone, fumble to the camera, look like a rabbit in the headlights as they think ‘is this recording…oh it is….’ “Hi Guyzzzz, hope you’re wellllll….” We’ve all watched one. C’mon, you can’t scroll through LinkedIn these days without being subjected to at least one of these ‘does my nose look big in this’ videos.
Flippancy aside (see told you I was frank), let’s take a look at the metrics of this type of approach:

• Time to produce
If I’m being generous, half an hour. But, we all know it’s more like 10minutes.

• Cost
Next to nothing. But 10minutes, based on the average UK salary, equals £2.32.

• Long-term value
Essentially, a mayfly has a longer life expectancy than one of these scroll-bye videos.

• Audience perception
Audiences can undoubtedly tell this is a hit-and-run, self-shot video. Therefore the perceived value is low. And if your audience doesn’t scroll past, and chooses to watch, will they remember the content? Personally, I can’t remember any tips or tactics I’ve been fed by one of these videos.

So, for less than the price of a McDonalds Mocca-choca-latte, you can tick the disposable video box. But said video lasts no longer than the fifteen minutes of fame. Hence the word ‘disposable’. And it would seem the producer recognises this too. Because very rarely do they produce more. Perhaps the 11 views and no likes were enough to put them off producing another?


Next, the ‘Point & Shooters’

Perhaps burnt by their own self-shot experience, or doesn’t want to subject their audience to the DIY video, it’s time to bring in the budding videographer. This may seem harsh, frank mode on, most of these videographers have all the gear but no idea. Now don’t get me wrong here… put the pitchforks down…. yes, they know how to use their gear, but they won’t produce the all-important engaging marketing idea. That’s up to you.

I know from personal experience (and heard from clients too) that most videographers shoot from the proverbial hip. No questions asked. They turn up. You call the shots. Cut! Done.

This may be exactly what you are after, but what about your audience? Do they value your attempt at being the next Speilberg? Let’s look at the metrics.

• Time to produce
A day for you to prepare your script (and Director’s chair). 2 days for the shoot and edit.

• Cost
Excluding your time, a videographer would likely charge £600 all-in. Bargain!

• Long-term value
The good news is, published to YouTube, this video can last decades. Sadly, the views say it all. “Published March 2011… 23 views”. We’ve all been to channels where the views are somewhat embarrassing.

• Audience perception
Your audience can tell it’s not a DIY, self-produced abomination. But does this approach really resonate? Are the audience truly engaged? Or do they recognise they’re being sold to because the video was produced by the business, for the business?

So, if all you need is a point and shoot videographer – go for it. But be prepared to roll your sleeves up and play Producer, Director, and Creative. And may I point you in the direction of any creative task on The Apprentice to see what the end result might look like.


Finally, The Assassin

Not entered into lightly. Well planned. Well considered. Well executed. Results-driven. Undertaken by a real specialist.
Many marketers may not want to use the assassin approach. I’ll be honest, the production timescales are longer and the costs are higher than the DIY and Point & Shoot approach. But as the infamous Zig Zigler says

“Price is a one-time thing and cost is a lifetime thing.”

So if we’re focussed on getting the best long-term value, then the initial price shouldn’t always be a determining factor.
In order to be precise about the metrics, I’ll be using stats from a very recent case study. Not to be biased. But to be factual.

• Time to produce
5 weeks. Included campaign concept, storyboards, scripting, casting, soundtrack, and final production.

• Cost: £5,500

• Long-term value
The video launched 6 months ago, and to date, the video has had 136,000 views (increasing daily) and I might add, achieved with no media budget. This is a 427,000% increase in views and engagement (vs the client’s DIY content). Even if the video was pulled now, it’s already outperformed videos produced years ago.

• Audience perception
The video in question has played a vital role in organically (not a bot in site) growing a very real audience of over 9,000 followers. Therefore, the carefully considered values portrayed in the video have resonated.

So, to wrap things up, let’s look at the results of each route:
DIY: Disposable over-used technique which people are becoming ever-cynical about.
Point & Shoot: Semi-disposable. If you strike gold with your videographer you’ll likely get a few hundred views…in time.
The Assassin: Costs more. Lasts longer. Generates results.

It’s horses for courses, right? Point and shooters are perfect for events for instance. DIY is ok for personal brand. Let’s face it, you don’t want to be spending thousands every time you want to “reach out” from the inside of your car. However, if you are truly after engagement, long-term value and results, we’d be happy to talk to you about our approach. We make no bones about it, if you’re impatient, this isn’t the route for you. But impatience will see you churn out many mediocre videos rather than a few pieces of killer content which make an indelible mark on the target.

Finally, it’s only fitting to end on a video. So, I’ll leave you with a visual metaphor of what 3 pieces of pro content can achieve versus 100 pieces of ‘meh’ content…

Barry Richardson is the Founder & Creative Director of
BRAVO  : :  Creative Marketing Well Done