By Kelli Johnston

Though not advisable for all situations, videos crafted with emerging easy-to-use digital tools will in many cases save time and money while providing a “real” appeal to viewers.

As a result, we’re seeing more videos created with smartphones, inexpensive video cameras such as the GoPro and video-editing software like iMovie and Premiere.

And as more brands begin to realize the value of this form of communication, the question “Should we create a video?” is turning into “How should we create a video?”

From our point of view, it’s difficult to beat the cost, speed and other advantages of what we call a “nimble” video. Here are three ways that a non-traditional video can serve as an alternative to more expensive and less timely traditional video production.

Lower Total Cost

A major element of cost in traditional video production is the use of expensive video, sound and lighting equipment that provide comprehensive, impressive capabilities. In situations where those capabilities aren’t necessary, a nimble video can reduce the total bill considerably.

With the right preparation and focus, a professional communicator fluent with a GoPro camera and editing software can turn around a quality video of one to two minutes for just a few hundred dollars. Even longer and more comprehensive productions can be carried out for just a few thousand dollars – a half to a third the cost of traditional videos.

The quality of a nimble video won’t match that of a traditional high-end effort, but in many cases that quality isn’t necessary. The affordable option can be perfect for social media, email newsletters or websites when speed and economy are important.

Nimble videos are worth considering for recruitment purposes, brand awareness, employee testimonials, video blogs and events.

Quicker Turnaround

Video-editing software has made everything quicker and simpler. The flexibility of programs like iMovie and Premiere allow an experienced editor to add and adjust voiceovers, music, effects, transitions, text and more in short periods of time, often enabling more rounds of revisions.

This can compress the multiple days associated with traditional editing down to a few hours.

Authentic Look

Snapchat began as a platform to appeal to viewers for the authenticity of showing the “behind-the-scenes” happenings of everyday life. LinkedIn, Facebook, Twitter and Instagram saw the success of live streaming, and now they all offer live video features.

People want to see and hear messages, but they don’t necessarily need all of the flashy features traditional videos offer. They want to feel like a brand is speaking to them on a “real” and “down-to-earth” level, rather than selling them something. (This is especially true of the millennial generation.)

Nimble videos can deliver that “raw” and “authentic” look consumers want to see.

Check Out This Example

We recently worked with Aim Integrated Logistics to complete a series of recruitment videos, geared toward millennials, called, “This is why I Aim.” The videos spotlight drivers talking in a non-scripted manner about the reasons they prefer working for Aim over other companies.

Here’s a screenshot from a nimble recruitment video we developed with Aim Integrated Logistics.

We used a GoPro video camera and iMovie editing software to complete the videos. The intent was for viewers to feel the authenticity and realness of the messages spoken.

Aim shared the videos on its Facebook page, which you can find here. The company also shows the video series at job fairs.

Though the nimble video format may not be appropriate for high-end television commercials or big-budget corporate profiles, it was ideal for Aim’s objectives and is worth considering for many others.

As technology advances, so do marketplace expectations. Social media users are seeing short, authentic, meaningful video productions more and more often from brands confident they have an important message to share. So more consumers are beginning to expect that form of communication.

Fortunately, the advance in digital technology means brands no longer need to invest as heavily in time and money to meet these expectations.

We now have the tools and resources to provide affordable, timely and authentic videos that can speak volumes with the right message.

Kelli Johnston, project manager at Pecchia Communications, helps companies meet business objectives with effective, nimble video messages and other communications. She can be reached at kelli@pecchiacomm.com