Many brand managers I speak with are considering video as part of their marketing tool kit. They’re in exploratory phase; toying with the idea of video.
And they’re only thinking about it reluctantly as they see the expediential growth of video consumption especially on mobile and in the social media networks.
When video is commissioned it’s very often outsourced to design or PR agencies, who then subcontract to a video production company. This is because the marketing team is unsure of how to start on the video commissioning ladder; who to go to, how much it’ll cost, what the procedure is.
This nervousness about commissioning video is unsurprising.
For nearly all of its infancy and youth, marketing films have been the preserve of ad agencies and distribution monopolies, mainly in the broadcasting realm. Video has simply been too expensive to conceive of as a marketing tool except for the biggest corporate brands.
These days we know it’s all changed and the barriers to making high quality marketing video are little more than small hurdles. But now we’ve got to educate business about how video is made.
The lack of control some brand managers feel when faced with commissioning video is down to fear of the unknown, but hopefully that will evaporate as the huff and puff about production is dispelled by the new generation of producers.
There are agile, inexpensive, easy-to-work with specialists who will make targeted bespoke video for their clients, bypassing the one-stop shop agencies who know very little about video production.
It’s a rare marketing manager that dissects the value of video in relation to other marketing collateral and a bold one that commits a budget to it with the concomitant strategy and planning to make it fly in the networks.