21 Oct How to cost-effectively update an old video with new content.
Extending the life and relevance of old or outdated videos
YouTube has just celebrated their 10 year anniversary and Vimeo has been around for over 11 years. Video has become a standard if you want to take your marketing to the next level. So if you caught the wave, you may find that you have videos from a few years ago or more. And some may still contain relevant information but may also include an offer you no longer have or a product that is no longer supported.
You don’t want to take an otherwise useful video down because it still includes relevant information, but it also includes outdated information and you don’t want your viewers to follow that rabbit hole. How do revamp your video marketing and keep the relevant information without starting over?
Let’s talk Legos.
You may be asking yourself, “What do Legos have to do with video?” When working on a video with a client, we begin to build a library of interview footage, supporting b-roll, and graphics from the shoots that we record. We view this video footage as building blocks (this is where the Lego analogy comes in) – chunky bits of content that we can arrange, rearrange, and replace to build different videos with different goals that fit into different stages of the sales funnel. (For more on knowing what type of video to use where, please see “How to Design a Video Marketing Campaign.”)
How video Lego blocks can help revamp your old videos
So let’s take the Lego analogy one step further. STULZ had a product demo we had built from these Lego blocks and after a year or two, bits and pieces were a little outdated. Well, if you think of each section of the video as a Lego block, why not just remove a block or two, replace it with a new one, and insert it back into your marketing plan? That’s just what we do.
Sometimes that means we take the camera out and record a new b-roll shot or two, or maybe a quick interview and add it to the library. Then we look through the library we have and pick any other elements/blocks we need and work them back into the video. Ta-da! Your video is now completely relevant and accurate again!
Lego blocks to help review and approval
This same approach can apply to the video post-production process too. Again with STULZ, we were working on a product overview for them which included an animated segment that demonstrated some mechanics that happen inside their system. This makes it impossible to capture with a camera and videographer, so we created an animated demonstration of it using particle simulations.
After the first review, we realized that we should break out the detailed cooling mode animation segment into its own preview for client approval. We had feedback and approval on the other video and motion graphic elements but it was going to take some back and forth on the particle animation. So we broke out this small segment from the rest of the video and provided previews to STULZ for approval. Then upon approval, we applied the approved style to the remaining modes in the context of the entire video.
This compartmentalizes the feedback needed from the client so they can focus on getting approval without the distraction. This also insures that, as a production company, we are being sensitive to time and budget, and making sure that the style is approved before spending the time to apply it through all of the similar elements. It also helps the feedback remain focused.
More fun with Legos and Outdated Videos
As any kid knows, there is no limit to Legos. Well, the same goes for video Lego blocks and a little magic. Read more about the Crowley UScan Rebranding project to see how motion graphics and tracking can help with rebranding.