Video just for the sake of video: These simple mistakes can cost a lot of money

We know that the popularity of the small screen is growing exponentially.

I mean, who hasn't been guilty of getting lost down a rabbit hole of scrolling and then completely forgetting why they opened their phone in the first place?

Studies predict that video content will account for 82% of global internet traffic next year and 75% of people will watch short video content on their mobile devices. Video isn't going anywhere – except into the hands of more and more Australians.

As long-time communications professionals (we won't reveal our age though!), we've seen consumer demand for video skyrocket over the past few years. Brands and companies are willing to invest in the format as part of their overall marketing and communications mix – great news for people like us who live and breathe it.

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However, the increasing popularity of small screens has also given rise to videos for video's sake.

Videographers are sent on assignments by agencies and in-house teams without any clear goals or instructions, let alone a storyboard, shotlist or script. We've heard horror stories where videographers arrive at a location and are expected to film whatever they think is right. They film blindly and without direction, forced to make something out of nothing. Inevitably, they deliver a video that is far from reality. [invisible] Marking that leads to countless rounds of editing – either at the expense of the client or even the videographer if he or she wears it.

The same goes for events, where there is only one chance to get the content a brand or organization needs. Typically, an event like this won't happen again (except annually), so if you miss the boat, it's too late. All too often, freelance videographers are left to their own devices, capturing who and what they think is critical to the communications strategy. And what's worse, if no one pays attention to the details, the images can show a disheveled CEO or spokesperson with a crooked collar, wrinkled shirt, or hair sticking out.

It may seem like we get worked up about little things, but when it comes to living and breathing a brand, any good communicator knows what it all looks like!

So where do you start if you're ready to expand your marketing and communications resources to include compelling videos and reels?

We recommend working backwards. Start with the end in mind. What is the purpose of the video? Where will it be used, how long will it be, will a voiceover be needed, will there be text overlays, what will the results be and will talent and props, hair and makeup be needed are just some of the questions to think about.

Once you're clear on these factors, you need to plan the sequence of scenes and the script that aligns with the vision. When writing the script, consider the word count depending on the length of the video. For a one-minute video, you'll have between 120 and 180 words, so you need to make every word count!

Once your script and scenes are finalized, start planning the schedule and shot list for the day so that you systematically gather the footage needed for each scene, especially if there are multiple locations.

Don't skimp on planning. It's no coincidence that the more organized you are at the beginning, the fewer changes you'll need at the end. This will save everyone a lot of hassle and frustration.

Videos are a powerful tool in your marketing and communication strategy and play an important role. Be bold and always go for good editorial content, especially if you want to achieve media coverage.

We don't send out a press release without a compelling editorial image. We don't invite the media to a press conference or photo op without having a video press release as a backup in case short-staffed TV crews can't show up in person. We definitely don't show up to shoot a video before the storyboard is approved or record a voiceover without an approved script.

It's a simple thing, but it saves our customers time and money and delivers results.