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Market 09  //  Video production 6 documented months

Video production.

6
Documented months
each one a dated Instantly panel
14–128
Positive replies a month
lowest and highest of the 6
29
Median positive replies
across these months
50 qualified replies a quarter on the quarterly plan, or we keep working free. Read the guarantee

Every figure on this page is in US dollars, as the Instantly dashboard reports it, whichever country the client is in.

Every figure in a Result line is read straight off that panel.

The value per opportunity is the client's own number, not ours, and every client gives us their floor rather than an average. It is the least a new customer is worth to them, so the pipeline figure is the conservative version of what the month produced.

We forward a positive reply to the client and stop there. What closed after that is confidential, the same reason none of these companies are named. So there are no meeting counts and no close rates here. What each Result adds is what the replies themselves looked like.

Lists start with a data provider and are then enriched for a buying signal, which is what decides the week an email goes out and gives it something specific to say.

01

October 2019

low
Campaign results for October 2019, 28 positive replies and $140,000 in pipeline
Instantly panel, October 2019. 2,592 replies in total, 28 of them positive. Screenshot, not recreated.

A four person production company in Denver shooting corporate and recruitment films.

Problem

Every job had come from a past client mentioning them to someone else, and that had a ceiling they had hit two years earlier. Every project also ended with a thank you and no next job, so each quarter started at zero.

Solution

Funding announcements were the enrichment. Marketing leads at companies that had just closed a Series A got a 40 second cut from a similar film instead of a pitch, and where there was no marketing hire yet it went to the founder. The first version described their process, which nobody read. Leading with the video itself was the change. Agencies were also cut from the list, since they resell rather than buy.

Result

28 positive replies across October, $140,000 of pipeline at the $5,000 they charge for a single film. Every reply was passed over to their team. Almost everyone who replied asked what else was in the reel.

02

April 2020

low
Campaign results for April 2020, 14 positive replies and $70,000 in pipeline
Instantly panel, April 2020. 1,286 replies in total, 14 of them positive. Screenshot, not recreated.

A six person studio in Sydney.

Problem

Every shoot in the diary was cancelled inside a fortnight, and a crew cannot work from home.

Solution

What could be made without a camera became the offer, cutting footage clients already owned into recruitment and training films, sent to founders and owners since most marketing teams had been stood down. The first list was existing clients and produced nothing but apologies. Moving to companies who had shot something in the last two years and never used it opened it up.

Result

14 positive replies, $70,000 at the $5,000 film. Replies were forwarded to their team. It was the only revenue that quarter.

03

April 2021

low
Campaign results for April 2021, 16 positive replies and $80,000 in pipeline
Instantly panel, April 2021. 1,163 replies in total, 16 of them positive. Screenshot, not recreated.

An eight person production house in Bristol.

Problem

Budgets came back but every brief was a one off, so the studio was busy and never any further ahead.

Solution

Marketing managers got an email about the twelve months of content they were going to need, with a single film as the way in. A version leading with the retainer was too big an ask and was pulled. The single film held on its own.

Result

16 positive replies, $80,000 at the $5,000 film. We forward the reply and stop there. The retainer angle was the point of the campaign and it mostly did not land.

04

June 2022

average
Campaign results for June 2022, 31 positive replies and $155,000 in pipeline
Instantly panel, June 2022. 2,172 replies in total, 31 of them positive. Screenshot, not recreated.

A five person studio in Melbourne.

Problem

A virtual assistant had been building lists and sending for six months, reliably, and with no way to tell a marketing manager with budget from a coordinator without one. Most replies went nowhere.

Solution

Picking one thing did it. Customer story films only, written only to companies that already had written case studies on their site, which proved they valued the format. Two other service lines were removed from the email entirely.

Result

31 positive replies, $155,000 at the $5,000 film. Each one was passed across to them. Existing written case studies turned out to be the single best filter.

05

November 2024

strong
Campaign results for November 2024, 37 positive replies and $185,000 in pipeline
Instantly panel, November 2024. 1,195 replies in total, 37 of them positive. Screenshot, not recreated.

A five person studio in Minneapolis.

Problem

The owner had bought a sending tool and spent two months learning it between shoots, which cost less than an agency until you counted the time and the domain they had to abandon. Brand film enquiries also always arrived in December for budgets that vanished in January.

Solution

We enriched the list for financial year end dates, which told us whose budget expired in December rather than June. Sending moved to November, aimed at those marketing leads, offering a film that could be shot inside three weeks. New domains were warmed properly first. A version offering January delivery was dropped, because the budget would be gone by then.

Result

37 positive replies, $185,000 at the $5,000 film. We hand the reply across and step out. Three week turnaround was what made a year end budget usable.

06

December 2025

great
Campaign results for December 2025, 128 positive replies and $384,000 in pipeline
Instantly panel, December 2025. 1,389 replies in total, 128 of them positive. Screenshot, not recreated.

A ten person studio in Manchester.

Problem

December had always been their dead month, so they had stopped selling into it entirely.

Solution

Sending ran hard for two weeks, eased through the third at the studio's request, and stopped for Christmas, aimed at the marketing lead and, in anything under 40 staff, the founder. The offer was a single edit built from footage clients already had sitting unused. A version selling a January shoot was tested and did worse, since nobody wanted to plan a shoot in December.

Result

128 positive replies, $384,000 at the $3,000 edit. Replies go over to them, so we never see the close. By the third week they asked us to ease the volume down, because a ten person studio had more coming in than it could work before Christmas. Selling an edit rather than a shoot was what made December worth running at all.

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