Mastering video marketing on a budget is one of the smartest things you can do as an up-and-coming marketer. You may have heard content is king, but video stands out as real royalty. In 2023, online video accounted for 82.5% of all web traffic. Video is capable of capturing attention and driving engagement like no other. While you might associate great video campaigns with million-dollar budgets, that’s not always the case. The reality is that a compelling video marketing strategy is within reach, regardless of where your budgets are at. Integrating video into your strategic plan without breaking the bank is all about being savvy with your resources.

The Power of Video Marketing: Why It Matters

Our attention spans are shrinking, with the average human attention span declining from 12 seconds to 8.25 seconds over the last two decades. (Fun fact: goldfish have an attention span of 9 seconds, surpassing humans by one second.) Technology allows us to have the world at our fingertips. Research attributes our lack of attention span to the fast-paced digital world. When we are engaged with technology, especially on mobile devices, there is always something new to look at.

With the backdrop of shortened attention spans, video marketing is a showstopper. By providing a blend of visual and auditory experiences, video content holds the audience’s attention while delivering memorable messages. Consumers are more likely to engage with video content because it creates a lasting impression in this era of short attention spans. Our minds are naturally inclined to process visual information, and research has found that the human brain processes visuals a remarkable 60,000 times faster than text. Pairing audio and visual elements amplifies this, establishing a deeper connection with your audience.

Investing time, effort, and perhaps some budget into video marketing has big benefits for your business. The results lie in videos' unparalleled ability to build awareness, foster trust, and drive conversions. Viewers claim they retain 95% of a message when obtained via video. Videos have the power to tell stories, showcase products and services, and connect with audiences on a personal level, creating a meaningful impact. Over 88% of video marketers are satisfied with the ROI of their video marketing on social media. If other businesses are pleased with the results they’ve gotten, that’s a good sign it’s worth considering.

10 Steps to Including Video Marketing on a Budget

First and foremost, keep your focus on the accessibility, shareability, and value of your video. Thriving on a budget requires a touch of creativity and resourcefulness, regardless of your endeavor. Video marketing is no exception. Breaking down the process into practical steps will help you achieve your goals.

Step 1: Define Your Purpose and Audience

Before the cameras start rolling, pinpoint the purpose of your videos and identify your target audience. Creating a foundation for your video campaigns ensures your content is tailored to resonate with the right viewers, at the right time, in the right place. Video marketing is popular with both B2B and B2C companies, as it’s a beneficial way to reach audiences of all demographics. Around 96% of marketers (the highest ever) said video is an important part of their marketing strategy.

Step 2: Develop a Content Calendar

Start mapping out your content in advance so your content calendar can serve as your playbook. Within this calendar, outline topics, release dates, and any noteworthy events or promotions. Implementing this proactive approach allows you to maintain a steady flow of content while aligning your videos with your overarching initiatives, creating a streamlined plan to reach your audience.

Step 3: Script Development

Keep it real and relatable. Craft exciting scripts for each video you create. Remember that 63% of all videos with the highest click-through rate highlight the key message within the first few seconds. Clearly outline the introduction, main content, and call-to-action. The top two traits that influence video engagement are a clear storyline and authenticity. A good script guides your narrative while advocating for smoother recording.

Step 4: Gather Equipment

You don't need a Hollywood setup. A smartphone equipped with a high-quality camera, paired with a tripod, is really all you need. Use the rear camera lenses of your iPhone for the best quality. Today, the latest mobile phones, such as the iPhone 14 Pro, serve as qualified filmmaking tools. Even producing a full-length feature film on your phone is a possibility, just check out Tangerine or High Flying Bird. To achieve the best quality, think about shooting in 4K resolution with a frame rate of 24fps and make sure the area you film in is well-lit and free of distractions.

Step 5: Utilize Natural Lighting

Natural light is a cheap way to level up the aesthetic of video. Positioning yourself close to windows or shooting outside during daylight creates a professional touch that infuses confidence in your audience. One way to ensure that your location suits natural lighting is by planning your shoot around the light quality throughout the day. With lighting, you have to be flexible in your environment. Be open to making adjustments based on potential challenges like shadows, and consider investing in a backup plan like small LED fixtures for adjustments. Tools like Sun Surveyor help plan shoots with precise light details, allowing you to anticipate shots before arriving at a location. By leveraging natural light, you can create stunning films without all of the bells and whistles, keeping your budget untouched while producing captivating content.

Step 6: DIY Backgrounds and Sets

Getting creative with your backgrounds is a fun way to lower your production cost while increasing the value of your video. Piece together your scene using props you already own, curtains or paper rolls, and maybe even renting items. A tidy backdrop and purposefully positioned props strengthen your brand. Keep your filming space clutter-free to let your audience focus on content without distractions. A clean, organized backdrop enhances the professionalism of your videos, so air on the side of simplicity, your wallet, and the overall success of your campaign will thank you.

Step 7: Incorporate User-Generated Content (UGC)

Engage your audience by encouraging them to create content related to your products or services. Feature this user-generated content in your videos, fostering a sense of community, while also reducing production costs. If you’re a fan of girl math, think of UGC as a BOGO deal. Creators are the best at what they do and are aware of what’s hot and what’s not on specific platforms. TikTok data shows that letting Creators take the lead in creating amazing videos results in better-performing ads.

Step 8: Edit Your Videos

Explore free or low-cost video editing software to refine your content. Basic editing techniques can go a long way in improving the overall viewing experience. In our opinion, it doesn’t get better than iMovie. If you're looking to invest more heavily in video, Final Cut Pro is a phenomenal tool. Both platforms are very user-friendly, and encompass a wide range of tools and templates, giving you everything you need to achieve professional edits right at your fingertips.

Step 9: Optimize for Mobile

About 90% of consumers use their mobile devices to watch video content. This is likely because of its convenience, as we can access our phones at a moment’s notice to search for and consume content. Knowing that so many people are watching videos on smaller screens, it’s important to optimize your videos accordingly. Format your videos to be mobile-friendly by paying close attention to how your final video looks and sounds on smaller screens, and consider filming vertically for specific platforms, especially social.

Step 10: Promote and Analyze

Harness the power of social media to promote your videos. Post your videos in the right format based on the platform. Jump in by engaging with your audience, responding to comments, and using analytics to measure performance. After you gain feedback, you have the insight to create even better campaigns. Adapt your strategy based on what resonates with your audience.

Video Trends In 2024

Over 90% of marketers are actively utilizing short-form video formats, with the majority intending to grow or sustain their investments in 2024. The surge in short-form video popularity is largely due to the rise of Instagram Reels and TikTok, with videos typically ranging from 15 to 60 seconds. These videos are strategically designed for mobile feeds, providing creators with the flexibility to incorporate music, effects, and other engaging elements. With this being said, the appeal of short-form videos extends beyond just aesthetics; they push down the entry barriers for producing video, providing a space for new creators. Creators can produce a higher volume of content, tailored to the shorter attention spans of viewers. The takeover of short-form, mobile-first videos, the rise of AI-generated content, and the integration of virtual/augmented reality experiences present big opportunities to forge groundbreaking connections with audiences, ushering in a new era of dynamic digital experiences.

Plain and simple: your audience loves video content. The most crucial element of any successful video marketing strategy is delivering value to your audience. Even with limited resources, focusing on meaningful content can lead to unparalleled success. Leverage the power of video marketing, unleash your creativity, and watch your marketing strategy flourish without breaking the bank.