Video: Yes, It Can Be
Done Well on a Budget
Did you know that 80
percent of people recall what they see in a video? Hereís how your association
can create effective videos without breaking the bank.
By Erin Walpole
can be a great asset to an association. Home pages with videos have 20 percent
better conversion rates than those without, and sites with video get visitors
to stay two minutes longer. As a form of two-channel communication, meaning you
see and hear at the same time, video also has some steep benefits as far as
audience recall and comprehension. Eighty percent of people recall what they
see in a video.
many associations shrink away from creating videos because they fear it will be
too expensive. In their presentation "Video on a BudgetĒ at Association Media
& Publishingís August 18th Lunch & Learn (sponsored by Picture This
Video and Naylor
Association Solutions), Patrick Mirza, an award-winning multimedia producer and magazine editor
with more than 20 years of association communication experience; Brandon
Ross, multimedia manager, Military Officers
Association of America; and Joe Vallina, MSM, CAE, publisher and director of publishing for the American
Nurses Association and treasurer of the AM&P
board of directors, contended that videos donít have to be
prohibitively expensive to create.
of the work behind a good, inexpensive video comes before you even pick up a
camera. Good planning can be more important than financial resources and is
essential to keeping costs down. You can easily sink a lot of time and money
into an ineffective video unless you plan and think carefully about who your
audience is, what message you want to convey, and how exactly you want to do
discussed how important "finding your storyĒ is to creating a good video. Your
story should both capture your audienceís attention and convey your message. He
warned against what he called "story killersĒ ó a lack of context, lack of
interesting characters, slow narrative, or bad audio or video. However, Ross
cautioned that once you have found your story, know your audience, and have
established the message, think hard about whether you really need a video for
isnít the only kind of two-channel communication. Things like motion graphics
and slideshows with audio work the same way and are less expensive to produce. Donít
pay for a video if a less-expensive option will meet your goals. Keep two-channel
communication in mind when you are planning your video as well. If your video and
audio are not both valuable, then youíre not really taking advantage of the
full potential of this type of communication.
the length of your video is another important way to keep costs down. You may
be tempted to include every scrap of detail you can, but the reality is that 60
percent of people click away after two minutes and 45 percent after one minute.
Therefore, donít spend your money filming hours of video if you know that you
only need a two-minute video. Save yourself time and money by planning what you
need to film before you get in front of the camera.
is certainly possible to create good videos without spending too much money,
but you donít want production value to distract from your message. To cut costs
without cutting quality, consider working with a smaller production company, do
as much as you can yourself, and edit in-house if you are able. There are some
very affordable and user-friendly editing software available. For novices, the
easiest choice is iMovie. Itís available automatically on most Macs and as an
app. Itís very easy to use with an intuitive drag-and-drop approach to editing.
Premiere Elements is also accessible for amateurs and is available for about
$70 online. For more advanced editing, consider programs like Final Cut Pro and
Adobe Premiere Pro; however, those are difficult for beginners. Choose royalty-free
music and images, and be mindful of materials that may be under copyright. The
cost to use music can be steep, so look for royalty-free music sites, and check
to see if any departments at your association already have agreements to use
music from popular sources. On sites like Bandcamp.com,
you can find unsigned artists who may be willing to allow you to use their
music (remember you still need their permission). There are also pay-for-use
sites like Audiojungle.net where you
can find music for reasonable fees.
important take away from this Lunch & Learn is that you can create
effective videos without breaking the bank if you plan ahead and spend wisely.
Erin E. Walpole is editor/project manager for the Nursing Knowledge
Center at the American Nurses Association. AM&P sincerely thanks Erin for
covering this Lunch & Learn event.