Hint - it’s the smartphone that’s in your pocket

As the COVID-19 pandemic has slowly taken a backseat in our everyday lives, we must be mindful that the looming possibility of an economic recession is on the horizon. Regardless of the causes, organizations have already begun to suffer from high inflation, supply chain blockages, and have started to implement strategies to cut costs and potential personnel should they have to downsize.

Historically speaking, the marketing and human resources departments are usually where companies choose to trim the fat during a recession. As much as they add value, they are not a part of the core business that keeps things afloat, rather they simply support it. But in today’s climate, that is the last thing you want to do.

Studies have shown that businesses with an enthused marketing response during a recession thrive more so than others throughout the market’s decline. These responses, and plenty of other marketing tactics, have transcended due to a focus on video marketing—the most compelling and useful approach of content creation and distribution for your organization’s needs. 

According to HubSpot, video continues to be the driving force for marketers, with 92% of marketers stating that video is vital to their overall strategy and 87% of video marketers disclosing that video has presented positive financial gain. So, with possible budget cuts, how do you continue making video for your marketing initiatives?

Many overlook just how impressive smartphone technology has become, specifically their professional recording capabilities which have the capacity to forgo standard production and equipment costs. Aside from marketing, smartphones have been used to shoot music videos for popular artists and even feature films from acclaimed directors. As smartphone advancements continue to be made while a vast majority of the world owns one, businesses have adopted user-generated content—a more affordable approach to video content.

Spending money on a production team, equipment, and a multitude of other fees can be expensive, and yes, there is a reason for that and a purpose. But in the midst of a recession, leaning into user-generated and smartphone content is the best way to be nimble. 

Use your customers, employees, or ambassadors to be your film crew. Have them help your video marketing for both internal and external purposes. The quality is more authentic, and technologies can help you tap into their smartphone camera to gather what you need. It’s safe to say that investing in an authenticity-driven social marketing strategy that is more affordable, understandable, and gratifying for your business could not come at a better time.