How are agencies making money doing video?

Hey, everybody. Drew McLellan here from Agency Management Institute this week, coming to you from Columbus, Ohio, where we are meeting with a peer group. So another question from the Summit that I get a chance to answer. “Is there a way to properly manage a client's organic social media and still make a profit? So much goes into creating video content. Are most agencies getting away from truly beneficial organic reels? It's so high touch.” So yes, there's a way, but it's usually a collaboration with the client and agencies who are making money doing social organic, social and who are particularly doing making money, doing organic social videos or doing a couple of things. Number one, they are spending once a quarter, they're spending an entire day shooting. So they're grabbing all kinds of B-roll. They're grabbing little snippets from employees, from clients, but they're packing it all into a day shoot. And then that gives them plenty of content for the next quarter. Number two, they're using A.I. to edit, to add special effects, to blend pieces together, but they're using tools that are efficient and effective in doing that. There that that also is giving them a free transcription and giving them all kinds of other parts and pieces of the video that make sense. And the third thing that they're doing is they are planning it is a lot of measure twice cut once. They're sitting down with the client, they're looking at the calendar for the next quarter. They're anticipating the kind of things that they want to talk about and they are really planning out that quarter. And the fourth thing they're doing is they're allowing some room for some improv. And what I mean by that is sometimes something just happens at a company with a client in the world that we have to take advantage of. And so they are doing more run and gun video for that. They're grabbing snippets of video on the fly. They build in into the budget two or three of those, maybe one a month where they are going to shoot for an hour at the most and then edit that together. But it's a combination of good planning, shooting a lot of content in advance and having enough wiggle room in the budget to be able to do some things that we can't anticipate until the moment. But it all boils down to does the client value it? So you can do all of those things and if you only charge $1,000, of course you can't be profitable. So it is also about pricing it and having it be part of a bigger social media package where you can bake in the value and the client is willing to spend the budget. But the answer is yes, you can make money doing it if you do it well and wisely. All right? I'll see you next week.