Video Marketing: The Hows, The Whats and The Whys

Video Marketing: The Hows, The Whats and The Whys

Video marketing is big. Everyone is doing it. And if you’re not doing it, everyone is telling you that you should be doing it.

Marketing marketed at marketers has reached a point where it’s consistently telling you that if you’re not using videos in your marketing you’re missing out on dollar-upon-dollar of potential revenue.

Have you started to think that maybe you should start using more video in your marketing campaigns?
And if so, have you considered where the creation and management of this content would happen?

If you are still on the fence about video marketing, we hope this blog will help clear some things up for you. We have brought together some compelling facts and figures with our 15 years worth of industry knowledge – working with the likes of BBC, McCann Erickson and Lucozade to help make things a bit clearer for you.

So, what’s changed?

It wasn’t long ago that the idea of creating a video which had the potential to reach millions of people worldwide would have been completely out of reach to all but the biggest companies with the biggest marketing spends. Brands would be relying on top agencies to create content that was well polished, had a clear purpose and really resonated with their user base.

In recent times though, things have changed. Not only has technology become cheaper, but it has become available on-demand. Whilst this is a really positive shift, one that has empowered everyone to create their own content – from small one man bands to massive conglomerates – it has had an interesting side-effect. There is now SO MUCH video out there that we are being exposed to everyday that our attention spans are getting shorter and shorter. (If you have made it this far into the article, well done!) It’s becoming harder to create content that cuts through the noise and really resonates with audiences. Companies are now having to create and publish content fast. Faster than the typical agency can manage. Which has led to a real need for brands to take control of some, or all, of the process of creating, syndicating and promoting their content.

Is Video Marketing Worthwhile?

I know what you are thinking. “Is video actually that powerful? Creating good video seems like a lot of work!” The answer is – yes, it’s definitely worthwhile! Forrester Research estimates that one minute of video equates to approximately 1.8 million written words.

Video is worth 1.8 million words

OK, I can hear you shouting –  “you are late to the party, people have been creating video content for a pretty long time already!” … well, you are right! In fact …

“300 hours of video are uploaded to YouTube every minute!”

https://fortunelords.com/youtube-statistics/

“But, if there is already this much video out there, should we really be creating more?”

Fortunately (or unfortunately, depending on how you look at it!) there appears to be an insatiable thirst for content that we are not even close to quenching …

What this highlights to me is that, yes there is a lot of content, but there is also a lot of people out there to watch it, undoubtedly highlighting the potential and the value of video marketing done well. But when you spend the time creating content, it’s imperative you make sure that everything is technically correct. Having the right format video appearing in the right place for the right audience is hugely important …

What to consider before publishing?

“85 percent of video views happen with the sound off”

https://digiday.com/media/silent-world-facebook-video/

I don’t know about you, but this is definitely true for me! It is worth considering how you want your captions to appear and how you can achieve this with as little human intervention as possible. If you don’t, it can be a pretty time consuming task! Artistically, your captions can say as much about your brand as the content that’s behind it. There are some great automated tools out there and we can help you choose what the right one is for you.

“vertical video ads have up to nine times more completed views than horizontal video ads.”

https://digiday.com/media/time-take-vertical-video-seriously/

People watch a lot of video on phones. If you think about how much video content you have watched today and where you’ve seen it, I’m sure the majority will have started playing on your phone without you implicitly clicking on the content.

The videos you are most likely to remember are the ones that either a) had the most compelling, relevant content, or b) stayed on your screen the longest! To achieve the latter there is a lot to consider. There are 6 different aspect ratios to choose from when publishing Facebook alone! Depending on the length and type of content you are publishing, it is vital to get this right. Brands are now fighting for screen-share so any extra millisecond can make the difference and the studies back it up.

“For Annenberg Media they found on average they reached 25% more people when running vertical video over a standard aspect ratio.”

https://medium.com/media-center-lab/what-we-learned-from-working-with-vertical-video-on-facebook-431b057220fc

The implications of this is that when you are controlling what goes on your social media feed, having an automated workflow that can generate content at the correct aspect ratio for what has been filmed (a topic we could write a whole blog on!) and for the correct platform could make all the difference when trying to get your brand seen.

What are the Practical Implications?

We have established that video marketing is a powerful tool, and whether you are creating content yourself in-house or you are working with an agency, the best way to get great your content out there quickly and effectively is to have a fast response team in-house.

But what are the practical implications to your facilities?

  1. Firstly, if you are handling a lot of content, your technical infrastructure needs to be sound to ensure that content can be handled quickly and does not affect the rest of your operation. Just have a look at where we are heading to get an idea of how much video your network will need to handle…

“Video will continue to dominate IP traffic and overall Internet traffic growth—representing 80 percent of all Internet traffic by 2021”

https://newsroom.cisco.com/press-release-content?type=webcontent&articleId=1853168
  1. If you are creating or handling masses of content, you’ll have to think about where you are going to store and how you’re going to manage it.

Media management is hugely important. Imagine the scenario: you have a schedule to promote a new deal, the whole company is expecting the new advert but the content hasn’t turned out quite how you want, so rather than start again, you decide to take a video from an old campaign and re-version it to make it relevant for your current campaign. If you can’t find old projects because your media is stored inconsistently on different drives, then this wouldn’t be possible.

Great media management (processes, storage, network) can make a huge difference in a quick turnaround environment.

  1. Finally, making sure your team are fully trained is key, you can’t just spend a load of money on media production equipment and expect them to be able to create great content straight away …

“…brands and their agencies will need to spend money teaching their employees how to create five-minute videos as efficiently and effectively as their high school taught them to write five-paragraph essays and their college taught them to compose five-page term papers.”

http://tubularinsights.com/video-2021/

Taking the time to ensure that your team is supported and has sufficient knowledge is the key to unlocking consistently, technically great content (I will leave how to make creatively interesting content to someone else!)

Summary

Having great video content for your brand is important. But having the ability to quickly produce, syndicate and promote content that really resonates with your audience is even more important.

We believe that the best way to achieve this is by bringing some or all of the process for creating and handling social media content in-house. There is always going to be a need for brands to have creative and aesthetically strong content to springboard their social campaigns, so the importance of having a strong creative lead in-house or a top agency helping you should not be underestimated.

Creating the concepts and ideas for eye-catching, attention grabbing content is your bag. Creating the technology and processes to allow you to produce and publish content automatically and consistently is ours! Having built long term relationships with the world’s biggest brands, ad agencies and broadcasters, Support Partners are uniquely placed to not only design your new video marketing facility but also support it, helping you create the content that cuts through the noise.

If you want to know more about how Support Partners can help you with your video marketing, then get in touch with joe.newcombe@support-partners.com

By |2018-10-29T14:31:10+00:00May 23rd, 2018|

About the Author:

A passionate, problem solving technology enthusiast who has led successful sales teams in the broadcast industry at both start-up and enterprise level. Leading an international sales team, Joe was responsible for making the Vidchecker product the defacto Auto-QC solution in the UK as well as significantly raising it’s profile worldwide, leading to a successful acquisition by Telestream. At Support Partners, Joe is heading up the Sales and Marketing team as well as managing key accounts worldwide. Joe lives in Bristol with his wife and puppy.