Thinking about ordering a video? First, let's explain why cutting the budget for the production of a video is harmful, even in a crisis. But if you disagree, we'll tell you how to do it as painlessly as possible.

Do you really need a cheap video?

Let's immediately define the concepts. Speaking about how you can save when ordering a video, we mean how to fit into the minimum required budget . If the video doesn't show at least 100,000 rubles, then it's too early for you to start video marketing. Try other, less costly, ways to increase sales for now.

It is impossible to get a “Mercedes E-class” for the price of “Lada Kalina”, just as you wriggle. This simple idea was explained back in Soviet cartoons:

Recently ordering a video from our practice.

An industrial company is about to order a corporate film. We filled out the brief, explained the task. They said that earlier another video production company made a video for them for 600,000 rubles, but it did not work and no one liked it at all.

We analyzed the Client's business, needs, audience and put forward a commercial offer: "The solution to your problem will cost 1,200,000 rubles."

“But we only have 600,000,” retorted the Customer.

“What's the point? For 600,000 you will get exactly the same thing that did not work for you, only in a different wrapper and again waste your money. "

Hopefully the difference between “adjust the budget” and “make a cheap video” is clear. This is critical.

Based on 7 years of observations of video orders, we were convinced:

A crisis is not only a loss, but also an opportunity

We understand that the phrase is already hackneyed and looks like a cliché from business literature. But, as Hank Moody said, "Clichés are clichés because they work."

How are you going to outperform the competition if you intend to order a video at a low price, like they do?

Everyone is cutting their advertising budgets, so we will cut it too? Your right. So you will be in poverty like everyone else.

You can't imagine what coverage we got just because, unlike our competitors, we didn't turn off contextual advertising on weekends and holidays. So we advise you in difficult times to invest in a cool video and press your competitors in the market. It really works.

how to optimize your budget, but first we will mention what to save on when ordering a video is strongly discouraged.

Creativity . The golden rule of filmmaking is that a cool script will pull even a mediocre picture. The same rule applies to video ads. The script should resonate with the audience, hit them right on pain points, while being original and memorable.

It's not easy to create this. But every time you decide to do just beautiful graphics, think about the deafening failure of Guy Ritchie's expensive blockbuster "The Sword of King Arthur" and the success of the independent film "The Blair Witches" ($ 750,000 budget; box office: $ 248.6 million). The script is most important. You can save on it only in specific cases. Light . Light - 50% of the picture quality in video shooting. Yes, modern software pulls out the final image with color correction, but if it was initially filmed dimly, the output will still turn out to be gray and nondescript - no one will watch this. Sound . The principle is the same as with light. If the sound in the video is too quiet or there are extraneous noises in it, the viewer will reach for the “close” button. Sound quality comes first. Installation . The most important advantage of a commercial is ease of perception. If you do not follow the canons of editing, even from a good shooting, an incomprehensible mess will turn out at the exit, which will not be imprinted in the viewer's brain.

What can you save on after all? Graphics level . Better to invest in a really cool script than do 100,500 fancy visuals.

The great screenwriter Robert McKee said: “If I had the opportunity to send a telegram to filmmakers all over the world, I would write three words:“ Emotion is caused by meaning. ”

Content is always more important than form. And if there is a choice between creativity and beauty, it is better to save money on the picture.

In addition, take my word for it, whoever wants to order a video clip with a visual "wow effect" does not think about saving in principle.

Voice acting . It's nice when the video is dubbed by a federal-level announcer with a recognizable voice. Nice, but not necessary. Federal announcers have an order of magnitude higher price tag, so save your budget by contacting a regional announcer who is not so famous, but reads the text no less professionally. There are few such specialists, but they do exist.

Soundtrack . It is not at all necessary to develop original music for the video. There are hundreds of thousands of unique and quite atmospheric compositions on the Media Alo sinks, having bought them, it is a good idea to reduce your budget. When ordering a video from us, this point is initially taken into account, unless the Client wishes to write a unique musical composition for the video.

Common images and footage of footage . It is not necessary to shoot a blue sky with running clouds, ears of wheat or a child's laugh from scratch. Ready-made footage is bought at thematic sites. The same goes for computer graphics. There are enough models of houses, vehicles or people on the drains. It's easier and cheaper to buy than to re-model.