Mistakes to Avoid When Making Content on a Budget
by Clare Cassidy
For most companies producing a brand film is a novel experience. If you’re at the beginning of your content-producing journey it can be a very exciting time. Ideas will be flying around the table. There will be talk of helicopter shots and stunt doubles. But make sure you are mindful of two key factors: time and money. The creative process is like any project, it flourishes when clear boundaries are set. Know your timeline and budget first, then let the ideas start to flow. A creative team will always try to push the limits and it is very easy to get swept up in the excitement. But before you know it, you could be tripling your budget on a video that looks great but, ultimately, misses the point. Here are some common mistakes to avoid when making content on a budget.
Don’t try to say too much
Know your USPs and stick to them. What are the key points about your product that you want to communicate in this video? Even better, what is the one selling point you want to emphasize? When an agency asks for your input on this, they are not asking for a brand key, detailing every aspect of your product. Sure, your almond milk lasts longer, tastes good, is fortified with vitamins, froths well, and has a funky bottle. But that is too many features to fit into thirty seconds. Pick one and find a really innovative way to showcase it. Keeping the narrative simple and effective will ultimately save on budget. More USPs simply equates to more scenes, which practically equates to more locations and more time on set. Edit your list of USPs, then streamline your script.
VO or Onset Sound cost more
Another costly exercise is recording sound on set. This requires a professional sound recordist and professional actors. And once your footage is in the can, the sound has to go to a studio to be levelled out and mixed. In most cases, visuals can best communicate what needs to be said. Ask yourself if you really need to spell it out with voice-over, or if could you find a visual way to say the same thing.
Time is money
Once you are on set, work with the production team to keep an eye on the time. The producer would have already plotted every scene, down to the last minute. Try not to throw any curveballs at them on the day. Yes, that actor may look better in blue, but is it really worth the time it takes for the stylist to rush to the shops to find the perfect outfit? An hour’s delay can have a knock-on effect that ultimately adds to the budget. You will get to the end of the working day and realise you’re only halfway through. That’s when all crew and cast kick into overtime, and you will have to push into another day. While we’re on overtime, please make sure a representative from the brand is at the shoot or zooming in. The last thing you need is a missed brand detail that could require a re-shoot.
Don’t let your budget hold you back
We would all love to have the marketing spend of the big brands in this world, but a small budget should never hold you back. Video is a powerful marketing tool, and if your team can score a free location, and really slim down priorities you will manage to create a brand film that will capture attention and rev up your marketing matrix.