The Ultimate Guide To Getting Your Start In Stock Video – Part 4 How To Drive Sales of Your Footage

Guide to Stock Video Part 4As I mentioned in part 1 of this guide,  Ultimate Guide To Getting Your Start In Stock Video – shooting stock footage is a long-term investment of time, energy, and resources.

If you are in it for the quick buck, you will be disappointed. But there are two key tips that are crucial to help you consistently drive more sales of your footage. If you take these tips to heart, and keep at it, then over the long haul you will see increased sales and traffic to your footage.

Tip 1: Focus On Quality Over Quantity

Back in 2005, when micro-stock was just getting its start, there was a huge need for affordable footage, and not much content available. At that time, it was easy to grab a camera, go out and shoot a sunset, clouds, a flower, or any scenery close at hand, upload it, and start getting sales. In 2013, the market is full of content, and buyers have their pick of a 1,000 different sunsets or clouds. The pedestrian is no longer acceptable.

If you are going to succeed, the first thing you need to do is to focus on quality over quantity. If you consistently produce quality clips, you will get noticed, which will lead to more sales. And, by quality, I am referring to not only the technical aspects of the footage- is it in focus, etc., but also to the aesthetic properties- composition, production design, acting.

An additional benefit of focusing on quality over quantity is that it will increase your return on investment. Generating 100 quality clips that regularly sell will require a lot less effort and time to submit than 1,000 mediocre clips where 10% of them sell. And, when you are selling footage at micro-stock prices, anything you can do to streamline the process is a huge win.

Gide to Stock Video - How to Drives Sales
Still from Ryan’s Library

Tip 2: Build Your Brand

The second important thing you can do to help drive sales of your footage is to develop a brand for yourself. The goal here is to become known in your buyer’s mind. When they think stock footage, your clips are the ones that pop into their mind first– even before they think of what site they bought them from. They should be thinking “I need a clip of a couple at home… I wonder if Ryan has anything that would work?”

Building a brand is not easy, as it will take time and effort. But, the most important thing you can do is to create original content. Or shoot the typical content in a new way, from a new perspective. If you shoot your footage just like everyone else, then you will get lost in the shuffle, and your library will not be the first that comes to mind when someone needs a stock footage clip.

The second thing you can do as you build your brand is to promote yourself consistently across stock houses and social media. Use the same name and logo everywhere. It should be easy to find you, and to find your clips. And don’t forget to post your clips, or at the very least links to your resellers, from your own website. If people can’t find your footage, it will never get bought. Just be careful about over-posting/promoting, especially if it is via your personal social media outlets. Too much promotion on your personal social media can turn people off. (But if it is through your business social media, then people will expect it, so have at it).

If you consistently apply these two tips, then over time you will see an increase in sales and a larger revenue stream. Just have the perseverance to see it through.

DISCLAIMER: I am sharing with you directly from my own experience, and what has worked for me. I cannot promise or guarantee any results. Use my advice at your own risk.

Until Next Time, Get Out There And Shoot…

The Ultimate Guide To Getting Your Start In Stock Video
Part 1 Misconceptions
Part 2 Exclusive or Non-Exclusive
Part 3 Who Should You Sell To?
Part 4 How To Drive Sales of Your Footage
Part 5 What Content Should I Be Shooting
Part 6 5 Crucial Steps For A Successful Stock Shoot
Part 7 Maximizing Your Post Workflow
Part 8 How To Effectively Deliver Your Stock Footage

Ryan E. Walters, Cinematographer


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About the Author

Born in 1980 in Seattle, Washington, Ryan has had a love and passion for the visual arts since a young child when his grandmother, an avid photographer, took him along on photo expeditions. As he grew up, his parents furthered that passion by enrolling him in various art programs and lessons. While he enjoyed painting and drawing, something was always missing - the ability to capture motion. Once introduced to the art of cinematography in high school he never looked back.Ryan E. Walters, Cinematographer Since that time, Ryan has developed this passion and turned it into his career. As an award-winning cinematographer his work has allowed him the opportunity to travel worldwide in the pursuit of telling stories that are visually compelling. Ryan's distinct experience includes feature films, documentaries, commercials, and shooting for Comcast, TLC, Oxygen, and the Discovery Channel. Not only does Ryan seek to deliver cinematic images for his clients, but his commitment, organization, and professionalism means he constantly goes the extra mile to ensure that the results he delivers exceed his clients expectations.


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