How to Leverage Existing Assets for Your Video Production
If you got it, flaunt it!
Good news: You’re sitting on an asset goldmine and don’t even know it…yet. Â Very frequently our clients have existing assets that can be used to make their company’s video content more effective as well as cheaper and faster to produce! Here’s a run-down of the types of assets that can be used and how.
Unless your company brand spanking new, you’ve likely got a brand style guide somewhere (look in your marketing director’s desk). The hard work of establishing the ‘look and feel’ of your brand is done! Â There’s real value in this: The logo, color palette, fonts, graphics, brand language &Â maybe even music can be ready to go. Â (Pro tip: Make sure you have the most current version of your company’s style guide as companies revise these Â every few years.)
Depending on your industry, you may have a treasure trove of existing photos to pull from. For your video, these photos can be animated and used with music and even narration – no video shoot needed! You’ll want the highest resolution photos you can get, HD video sizes start at 1280 x 720 and go up from there. (Pro tip: Landscape-justified photos work better for video that portrait due to the horizontal-justified shape of video screens).
You might also have existing video assets: phone-footage, a GoPro, time-lapse, perhaps from when your product was in development or from events. Even if the video you have isn’t the best, pieces of it may be usable, especially in blogs, social media or as part of a more polished piece, editors have all kinds of tricks! (Pro tip: Video files are huge so start downloading and collecting it in one central place like an external hard drive that can be given to your production team).
If you have a tech product, it can be very handy to show blueprints, schematics, even 3D renders or hand-drawn mock ups. These assets are great when telling the story of your company or product. It helps visualize the hard work put in and challenges you’ve overcome.
Don’t overlook the access you probably have to your company’s team,Â Â partners and even customers. Â They can be a great resource for quotes, interviews and may even have some of the other assets listed above. (Pro tip: Try and find people who will be engaging on camera, it’s not easy for some.)
You might have products available for ‘beauty shots’ of your product or in use case scenarios. In some cases, you may need a little planning ahead time to get product sent from another location. Â If your product is software then capturing higher resolution footage of it in action and combining with music and narration could be all you need for some content.
Don’t overlook the potential of your location. Â Your offices could likely be used for a video shoot, saving money on studio rental. Even if it’s not the most photogenic, showing the ‘real deal’ of who your company is can establish trust and endear you to your audience.
Start by finding the experts in your company who might know where these valuable assets are. Â If there’s been turnover, then newer people might not even know what’s available so it might take some research.
Once you do identify what you have, collect early and keep in an organized central location like a USB drive. Your video production team will need access to them for both planning and production.
Give time to explore the possibilities of what could be done once you know what you have to work with. Â The best ideas take time to evolve and you may just come up with some great ideas if you have assets and time.
Happy hunting and good luck!