Insights
Convince your boss to commission video
How do you get stakeholder approval to get content made?
Video can be a hefty line item on your marketing budget — but the rewards are huge: audience engagement, brand affinity and outsized reach.
So how do you convince internal stakeholders it’s worth the investment? Here are six ways to build the case.
Six ways to win stakeholder approval.
Be clear on the value your video project will deliver. People are more likely to allocate budget toward video if they believe it’ll have longevity and recurring value. Point to increased brand awareness, improved engagement or higher conversion rates. Investing in video isn’t just about immediate results — it’s about building a lasting impression that keeps adding value over time.
Every good project ties its success back to the business’ long-term strategy. There are content opportunities everywhere — in your products, customer base, employees or hot industry topics — but real value comes from honing in on the aspects that deliver both short and long-term results. Think how content can build into a long-running series that also weaves through topical monthly tentpoles.
Take a long-term view of your content cadence: how long you’ll use the content, where it will sit and how you can repurpose it. Look for easy wins — if you’re filming C-suite interviews in January, add a few questions covering a March product launch or an August HR announcement. That banked content becomes unique assets later, making your original budget work harder. And maximise social cut-downs across the platforms your audience uses.
From engaging customers to increasing conversions, video helps you reach marketing goals more effectively. Whether you’re building brand awareness or generating leads, it helps you stand out and connect on a deeper level. By educating stakeholders on the clear ROI, you enable them to commission more video projects.
Ultimately, making videos is a creative, fun art form. People connect with genuine, authentic storytelling and unique points of view. Creating something you’d actually want to watch should be a touchstone of every piece of content. Make something out of love and care, and others will connect with it too.
Success looks different for every project — it’s more than views and subscribers. The goal is broader: educate people about your new product, or inspire new grads to apply. That goal should be the central defining purpose, and teams should define metrics that measure progress towards it. A clearly-defined purpose is the hallmark of successful projects.
Make the case