The Longevity Loophole: Why Video is the Most Cost-Effective Marketing Tool for Your Business

Every single time you spend money in business, you have to weigh it up against your Return on Investment (ROI). That ROI can look different depending on your current targets: maybe you’re looking for a bump in social media subscribers, a fresh stream of inquiries, or ultimately a nice increase in sales.

When you're trying to get the absolute most out of your marketing budget, you have to balance two main things: quality and longevity.

This is exactly where video completely outshines the competition. If you take the right strategic approach, a professionally produced film can work hard for your business for several years. Comparatively, running print ads, radio campaigns, or continuous paid online ads for that same multi-year time frame would cost you thousands upon thousands of pounds more.

While video might sometimes have a higher upfront cost than a single magazine ad, it keeps paying you back long after it’s made.

3 Tips to Make Your Video Work for You for Years to Come

To make sure your new video asset doesn't have an expiry date, a little bit of forward-planning goes a long way. Here are our top three tips for creating a truly timeless film.

1. Lock Down Your Branding First

Make sure your visual identity is completely set in stone before the cameras roll. There is nothing worse than investing in a beautiful corporate video only to go through a major company rebrand 3 to 6 months later, making the film look instantly outdated. If you know a rebrand is on the horizon, wait until it’s sorted before you shoot!

2. Avoid Tying Yourself to Specific Timelines

Try not to include phrases that date the footage. For example, saying on camera that you are "implementing an exciting new system over the next few months" means that once those months pass, that section of the video becomes completely irrelevant. It’s fantastic to talk about exciting future opportunities, but try to keep the details broad enough that they remain true two years down the line.

3. Match the Season to Your Product

Think about the time of year you plan to release and use your content. If you sell a product that peaks in the winter, or a service that thrives in the summer, make sure the background, clothing, and environment match that vibe. By framing the setting correctly, you can roll that video out like clockwork every single year when the season comes around.

The 7-Year Proof: Real Results from a Real Client

Don't just take our word for it on the lifetime value of video. We were actually chatting with one of our lovely clients recently who threw some amazing stats our way.

Still Generating Revenue After 7 Years

They had a series of five videos produced around seven years ago. Because we carefully planned the content to be evergreen, those exact same films are still on their website and still successfully bringing in new customers today.

When you break down the initial cost of those films across a seven-year span, the cost-per-day of that marketing tool becomes absolutely minuscule. Name one newspaper ad or radio slot that can do that!

Let’s Build a Timeless Asset for Your Brand

Made correctly, a great film becomes a permanent member of your sales team, consistently introducing your brand, building trust, and converting leads while you focus on running the business.