The video arena is changing. More than ever multichannel retailers and manufacturers want their videos to engage on all platforms. The differentiation between TV & other platforms is disappearing; a new distribution landscape is reshaping the way we work as videographers.
But adapting to the myriad of constantly developing channels that now make up an average consumer’s interaction with content needs to be paced. If the video is to be effective, it’s important to keep in touch with the jostling pack in the multivideo, multichannel world. And it’ll be strategy rather than strength that propels good video providers towards the finish line.
There’s simply no quick fix to making videos fit for purpose in different channels except by working hard to understand the distribution context. This marketing fact is now as much a part the video production process as filming and editing.
As well made, contextualised video comes of age, featuring on a plethora of platforms, video suppliers are adjusting their tactics to keep up with the distribution changes; to coin an Olympic metaphor “it’s no 100 metres glory dash, but a long hard slog to win gold”.