You’re a fledgling soccer group with little to no sport footage. Still, you need to interact your followers and get them enthusiastic about upcoming video games. So what do you do? Cue the inventory footage.
It could look like a weird technique, however it labored for the Los Angeles Chargers. Rather than recycle restricted B-roll footage of former match-ups, the group took an unconventional route: weaving random inventory footage collectively to create a video the likes of which followers had by no means seen.
Should we REALLY make our schedule launch video with inventory footage?
sure sure yesyes
yesyes sure sure sure
sure sure sure sure sure
sure yesyes sure sure
sure yesye sure sure
sure sure yesyes pic.twitter.com/wAB8CdAfnB
— Los Angeles Chargers (@Chargers) April 18, 2019
By repurposing inventory video footage — of something from a lady feeding a dolphin to a dove withdrawing in gradual movement — the group cleverly introduced its season schedule with out lacking a beat or filming a second of fabric.
The ensuing video was kitschy, goofy, and hilariously self-aware of its irreverence. Fans cherished the personality-filled strategy, sending the publish into viral orbit (1.5M views to date).
Whether you’re an promoting company skilled, model marketer, or media producer, you don’t have to movie every thing from scratch to get your model seen. And you don’t have to depend on real-time footage to entice consideration and woo patrons.
Instead, you should buy premade visuals and inventory footage, then edit them to craft your required message. Here’s how.
A Valuable Resource: Making the Case for Stock Video Footage
For manufacturers, producing content material from scratch is commonly optimum and inspired. You can elevate this technique additional through the use of inventory footage to complement your video content material.
In some cases, the mixing of inventory video can present extra alternative to publish dozens of brand name movies effectively.
Consider this: entrepreneurs don’t usually object to utilizing inventory pictures. In truth, 40% of promoting groups surveyed by Venngage mentioned they use inventory photos of their visible content material methods.
But the Chargers’ success reveals that inventory video footage may also be a versatile, evergreen useful resource, giving manufacturers the facility to interact shoppers in new methods regardless of finances and time constraints.
Some entrepreneurs appear to get the message. Searches reveal the rising recognition of phrases like “cinematic” and “background,” indicating that communicators are actively in search of pre-made pictures.
So why aren’t extra manufacturers biting on the inventory video pattern? Perhaps it’s the repute for being tacky or by some means second-rate, however like inventory pictures, inventory video will be imaginative and transferring.
Professional videographers flip their lenses to every thing from nature’s bounty to nurturing mother and father. The fruits of their labors can evolve into visible masterpieces that assist inform a narrative, elicit feelings, and construct buzz.
Additionally, when robust editors merge inventory video b-roll with unique company movies, audiences hardly ever discover the distinction.
Stock footage isn’t relegated to compilation-style bulletins, both. It will be utilized in numerous methods to strengthen essentially the most profitable methods and even uncover what audiences need.
By paying consideration to present inventory media developments and related search phrases, manufacturers can extrapolate what shoppers reply to and the themes they join with. They use these insights to interact them extra deeply sooner or later.
How to Use Stock Footage in Your Video Marketing
Here’s how to make the most of inventory video to inform your most necessary advertising and marketing and media initiatives:
1. Boost the Authenticity of Your Advertising.
Consumers can often inform if a model is inauthentic, and video content material methods can definitely have an effect on this.
Viewers count on open, trustworthy content material. Thus, impact-style movies overflowing with realism as a substitute of canned, filtered footage might help you earnestly join with your goal personas.
Hit the breaks on closely manipulated video; as a substitute, go for what makes reside video so interesting: its off-the-cuff nature.
Loads of evergreen video content material exists within the type of quick movies, GIFs, and movement graphics, all completely suited to breathe life into your model’s character. Use it to enhance your picture and remind your largest followers why they love you.
You shouldn’t really feel confined in your journey towards authenticity. Have enjoyable and mess around, particularly if that’s your company nature.
Mom’s Touch, a South Korean fast-food chain, enhanced easy inventory footage of a sheep chewing grass to win bumper advert recognition from YouTube. The video was quick and offbeat, and nobody may argue with its model alignment.
2. Spruce Up Cause-Related Advertising.
Cause-related content material has turn into exceedingly widespread for manufacturers wanting to interact socially aware shoppers. Is it any marvel inventory media searches have skyrocketed for cause-related themes?
Shutterstock, for instance, reported a 660% and a 540% rise in searches for inventory media associated to “International Women’s Day” and “activism,” respectively. Similarly, cause-related YouTube adverts rose fourfold between 2012 and 2017.
To take advantage of a cause-based technique, companies and media creators should be ready to present they genuinely care about — and contribute to — the causes they’ve chosen.
Stock footage might help accomplish that objective by bringing a way of empathy to their campaigns.
SoFi, an organization devoted to pupil mortgage refinancing, used inventory footage in a 2017 video highlighting how this technology can start regaining management of its pupil loans post-college.
Student mortgage debt has turn into a common difficulty, and the video showcases the corporate’s dedication to altering that.
three. Time Consumer Micro-Moments Perfectly.
As video has turn into extra ubiquitous on-line, impeccable timing is important to captivate viewers. Essentially, they should be accessible throughout shopper “micro-moments” — these small home windows when individuals decide up their gadgets.
Micro-moments will be damaged down into 4 totally different shopper motivations: go someplace, know one thing, do one thing, or purchase one thing. Your job is to align your video creation and distribution with the underlying moods of those essential moments.
For occasion, widespread meditation app Calm aligned the “know something” and “do something” micro-moments with its advert sequence comprised solely of inventory footage.
The premise of its marketing campaign was for viewers to join with the current. Of course, the underlying message was that Calm may assist customers flip off the noise and rediscover their interior peace.
With the power to create content material like Calm’s movies (and the power to A/B take a look at extra simply), manufacturers can use inventory video footage to develop their engagement charges by showing proper when a shopper is prepared to be impressed.
Case in level: this Instagram publish from Allstate makes use of a quick, digestible video to shortly seize viewers’ consideration.
As a boomerang meme, it labored immediately to seize the second when a consumer wanted slightly push to “do something” or “buy something,” particularly Allstate’s providers.
4. Facilitate Storytelling and Learning.
Since the appearance of the transferring image greater than a century in the past, audiences have been skilled to see video as entertaining and academic. One go to to YouTube proves that viewers’ wants haven’t modified a lot.
From how-to lectures to music movies, YouTube’s assortment grows exponentially day after day. And how-to movies are sometimes peppered with inventory media.
Tutorials spliced with “what not to do” movies will be much more colourful than phrases alone. You can mix myriad methods in a single video to elevate your storytelling efforts.
Consider the opening sequence for Netflix’s Unbreakable Kimmy Schmidt. In it, inventory footage and filmed scenes are expertly woven collectively to pack a hilarious punch.
When it comes to your video content material technique, be taught to embrace inventory footage. Let it assist your artistic efforts and see the place it takes you.
Whether you’re on the lookout for a child taking part in quarterback or a poker-faced pet, inventory video has you lined. It’s a professional, efficient, and genuine instrument for manufacturers to inform their tales and have interaction their audiences.
If you need to be taught extra about how to uncover what sort of content material and inventory footage your viewers needs to see, don’t miss our Audience Insights report!
Hope Horner is CEO and founding father of Lemonlight Video Production, an organization that produces branded video content material at scale. Hope is a three-time entrepreneur who has been featured in Inc., Entrepreneur, Forbes, and different publications highlighting her successes within the Silicon Beach neighborhood over the previous decade.