As we all spend more and more time online consuming digital content, video has emerged as a powerhouse for businesses looking to capture the attention of their target audience. From engaging social media clips to informative product demos, videos have become an integral part of any successful marketing strategy.
But how much video content do you really need to make an impact? We delve into this question and explore the concept of video marketing retainers, to help you find the answer…
Why video matters in marketing
Before we delve into the specifics of video content, let’s take a moment to understand why video is so essential for almost all marketing strategies. Here are some compelling statistics:
• According to DemandSage, video content now accounts for 82% of all internet traffic.
• Wyzowl reports that 89% of consumers want to see more videos from brands in 2024.
• Research by HubSpot reveals that 92% of marketers get a good ROI on video content.
These statistics highlight the immense popularity and effectiveness of video content – from increasing brand awareness to driving conversions, video has become a cornerstone of successful marketing campaigns.
Here’s what we achieved for our clients Avon Valley…
“Video has really kept that awareness going for us… Our social media video achieved 320k views and over 900 shares, in just one week!”
So how many videos do you need?
The number of videos needed for a great marketing strategy can vary depending on various factors, such as your industry, target audience, marketing goals, budget and the platforms you’re using. The right answer is always going to be more than one! When we’re on a shoot, we always aim to create 3 months worth of content within one day, giving our clients a minimum of one video per week to use in their ongoing marketing.
The number of videos you need to support your strategy also varies depending on what part of the sales funnel and buyer’s journey you’re targeting – at the top of the funnel, you generally want a high volume of shorter videos to build awareness, then as you get closer to the bottom of the funnel you need fewer videos which are more targeted, detailed and longer in length.
Here are a few other elements to consider…
• Variety: It’s important to have a mix of different types of videos to keep your audience engaged. This could include promotional videos, product demos, explainer videos, customer testimonials, behind-the-scenes footage, educational content, etc.
• Platform requirements: Different social media platforms have different requirements and preferences when it comes to video content. For example, on platforms like Instagram and TikTok, shorter, more engaging videos tend to perform better, while on YouTube longer-form content is more common. Budgeting for edits specifically tailored to a range of lengths and proportions can help your strategy to perform across multiple channels, and give your campaign more mileage.
• Frequency: Consistency is key in video marketing. We say it a lot, but regularly publishing new videos can help keep your audience engaged and increase brand visibility – consider your capacity for creating content, and aim for a frequency that you can sustain over time.
• Audience preferences: Understanding your target audience is crucial. What type of content do they prefer? What questions or problems do they have that your videos can address? Tailor your video content to meet the needs and preferences of your audience, and you’ll resonate with them on a whole new level.
• Sales funnel stage: Consider where your audience is in the sales funnel. Are they just discovering your brand, or are they already considering making a purchase? Create videos that cater to each stage of the buyer’s journey – from awareness to consideration to decision-making – to help nudge them along in the right direction.
• Budget: Your budget will also impact the number and quality of videos you can produce. Determine how much you can allocate to video marketing, and plan your strategy accordingly.
There isn’t a one-size-fits-all answer to how many videos you need for a great marketing strategy. It’s essential to experiment, track results and continuously optimise your video marketing content based on your results and audience feedback.
One way to maintain a consistent flow of fresh new video marketing content is through a video marketing retainer…
What is a video marketing retainer?
A video marketing retainer is a contractual agreement between a business and a video production agency, to produce a set amount of video content on an ongoing basis. Instead of hiring a production company on a project-by-project basis, a retainer allows businesses to enjoy the convenience of ongoing video production services.
Here’s an example of a social media ad video that we created for office designers Interaction, as part of their wider video marketing strategy:
What are the benefits of a video marketing retainer?
A video marketing retainer gives businesses cost-effective, consistent and high-quality video content, while building a long-term partnership with a trusted production team. By agreeing a set monthly cost, marketers are able to predict the cost of video for an entire year, and rely on consistent video content to support their campaign activity, as and when they need it.
You can read more about the benefits of a video marketing retainer here.
How much does a video retainer cost?
The cost of a video retainer can vary depending on factors such as the scope of work, the complexity of the videos and the number of videos you need to support your video strategy. However, video retainers often provide cost savings compared to hiring a production company for individual projects.
Use our retainer cost calculator to find out how many films you can get for your budget.
We created a series of case study videos for the IT support providers at Team Metalogic, as part of their video marketing retainer:
What’s included in a video retainer?
A retainer with a video agency typically includes a range of services tailored to the needs of the client.
When you work with Life Media UK on a video retainer, you’ll always get:
• Creative development: We’ll conceptualise and script video ideas that resonate with you target audience and effectively communicate your message.
• Production services: Professional filming, editing and post-production to bring your video concepts to life, ensuring high-quality visuals and sound. The bigger the project, the bigger the team!
• Edits and amends: We always include the option to tweak your videos, to make sure they’re exactly what you have in mind.
• Distribution and promotion: We’ll help you get your video out there across all the key channels, and provide you with SRT files to make adding subtitles a breeze.
The importance of consistent video content
Regardless of whether you opt for a video retainer or work with a video marketing agency on a project basis, the key to success lies in creating consistent video content.
Here’s why:
• Audience engagement: Regularly publishing fresh video content keeps your audience engaged and coming back for more.
• Brand visibility: Consistent video content helps to keep your brand top-of-mind and increases visibility across digital platforms.
• SEO benefits: Search engines favour websites with regularly updated content, including videos, which can improve your search rankings and drive organic traffic.
In conclusion, the question of how much video content you need for your marketing strategy ultimately depends on your goals, audience and resources. However, by partnering with a video production agency on a retainer basis, you can ensure a steady stream of high-quality video content that engages your audience and drives results.
Whether you’re looking to boost brand awareness, increase conversions, or educate your audience, video content remains an indispensable tool in your marketing arsenal.
Book a call below to see what a video retainer could look like for your business, or get in touch to get started:
